利用数字户外广告进行智慧城市装饰,振兴城市旅游业:韩国首尔 WAVE 广告案例研究

IF 3 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM
Seung-Chul Yoo, Diana Piscarac, Tu Anh Truong
{"title":"利用数字户外广告进行智慧城市装饰,振兴城市旅游业:韩国首尔 WAVE 广告案例研究","authors":"Seung-Chul Yoo, Diana Piscarac, Tu Anh Truong","doi":"10.1108/ijtc-10-2023-0209","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>This study aims to provide nuanced insights into the effectiveness of digital outdoor advertising in redefining urban tourism appeal. Amidst a transformative era for urban tourism and city branding strategies, this study evaluates Tecoration’s influence on city branding and tourism promotion frameworks. Using the “Wave” digital outdoor advertising campaign in Seoul as a focal point, this analysis explores how such innovative marketing efforts reshape potential tourists’ perceptions and intentions toward visiting Seoul.</p><!--/ Abstract__block -->\n<h3>Design/methodology/approach</h3>\n<p>The study uses a bifurcated methodological framework. The initial phase undertakes a granular topical analysis, decoding keyword patterns from YouTube video commentaries, offering an unmediated insight into viewer sentiment. This is juxtaposed with a structural equation modeling technique in the subsequent phase, which serves to validate and triangulate the findings of the primary analysis.</p><!--/ Abstract__block -->\n<h3>Findings</h3>\n<p>The study reveals that viewer reactions, imbued with a sense of surprise attributable to both the content’s novelty and the technological innovation, exhibit a strong correlation with increased media engagement. This enhanced engagement significantly influences the viewers’ overall perception of the city, culminating in a marked increase in their intentions to visit Seoul.</p><!--/ Abstract__block -->\n<h3>Research limitations/implications</h3>\n<p>The findings have transformative implications for city branding strategies, accentuating the potential of digital outdoor mediums. The study advocates for a paradigm shift that underscores the indispensability of Tecoration in elevating urban brand imagery and catalyzing the broader objectives of smart city metamorphosis, urban tourism rejuvenation and commercial growth trajectories.</p><!--/ Abstract__block -->\n<h3>Practical implications</h3>\n<p>The results of this research highlight the transformative potential of digital outdoor media in city branding. The findings suggest a shift in strategy, emphasizing the critical role of Tecoration in enhancing urban brand imagery, driving smart city development, revitalizing urban tourism and fostering commercial growth. This study underscores the strategic importance of integrating Tecoration into the urban branding framework, showcasing its vital contribution to the growth and dynamism of modern cities.</p><!--/ Abstract__block -->\n<h3>Social implications</h3>\n<p>The findings of this study highlight the social implications of integrating Tecoration media in urban environments. By enhancing city branding and tourism through innovative digital signage, cities can foster a more vibrant and attractive urban atmosphere, promoting community pride and engagement. Additionally, the increased visitor traffic can boost local economies and support cultural exchange, contributing to the overall social and economic well-being of urban areas. Strategic use of digital outdoor advertising can also bridge the gap between technological advancements and public spaces, creating more interactive and inclusive urban experiences for residents and tourists alike.</p><!--/ Abstract__block -->\n<h3>Originality/value</h3>\n<p>This study embraces a viewer-centric perspective, delving into the relatively uncharted realms of surprise and media engagement within the digital consumption landscape. By adopting this innovative angle, the research significantly deepens the comprehension of viewer experiences and broadens the academic boundaries concerning city branding and media effect frameworks in management literature.</p><!--/ Abstract__block -->","PeriodicalId":46072,"journal":{"name":"International Journal of Tourism Cities","volume":null,"pages":null},"PeriodicalIF":3.0000,"publicationDate":"2024-08-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Urban tourism revitalization through smart city Tecoration using digital outdoor advertising: a case study of WAVE advertising in Seoul, South Korea\",\"authors\":\"Seung-Chul Yoo, Diana Piscarac, Tu Anh Truong\",\"doi\":\"10.1108/ijtc-10-2023-0209\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>This study aims to provide nuanced insights into the effectiveness of digital outdoor advertising in redefining urban tourism appeal. Amidst a transformative era for urban tourism and city branding strategies, this study evaluates Tecoration’s influence on city branding and tourism promotion frameworks. Using the “Wave” digital outdoor advertising campaign in Seoul as a focal point, this analysis explores how such innovative marketing efforts reshape potential tourists’ perceptions and intentions toward visiting Seoul.</p><!--/ Abstract__block -->\\n<h3>Design/methodology/approach</h3>\\n<p>The study uses a bifurcated methodological framework. The initial phase undertakes a granular topical analysis, decoding keyword patterns from YouTube video commentaries, offering an unmediated insight into viewer sentiment. This is juxtaposed with a structural equation modeling technique in the subsequent phase, which serves to validate and triangulate the findings of the primary analysis.</p><!--/ Abstract__block -->\\n<h3>Findings</h3>\\n<p>The study reveals that viewer reactions, imbued with a sense of surprise attributable to both the content’s novelty and the technological innovation, exhibit a strong correlation with increased media engagement. This enhanced engagement significantly influences the viewers’ overall perception of the city, culminating in a marked increase in their intentions to visit Seoul.</p><!--/ Abstract__block -->\\n<h3>Research limitations/implications</h3>\\n<p>The findings have transformative implications for city branding strategies, accentuating the potential of digital outdoor mediums. The study advocates for a paradigm shift that underscores the indispensability of Tecoration in elevating urban brand imagery and catalyzing the broader objectives of smart city metamorphosis, urban tourism rejuvenation and commercial growth trajectories.</p><!--/ Abstract__block -->\\n<h3>Practical implications</h3>\\n<p>The results of this research highlight the transformative potential of digital outdoor media in city branding. The findings suggest a shift in strategy, emphasizing the critical role of Tecoration in enhancing urban brand imagery, driving smart city development, revitalizing urban tourism and fostering commercial growth. This study underscores the strategic importance of integrating Tecoration into the urban branding framework, showcasing its vital contribution to the growth and dynamism of modern cities.</p><!--/ Abstract__block -->\\n<h3>Social implications</h3>\\n<p>The findings of this study highlight the social implications of integrating Tecoration media in urban environments. By enhancing city branding and tourism through innovative digital signage, cities can foster a more vibrant and attractive urban atmosphere, promoting community pride and engagement. Additionally, the increased visitor traffic can boost local economies and support cultural exchange, contributing to the overall social and economic well-being of urban areas. Strategic use of digital outdoor advertising can also bridge the gap between technological advancements and public spaces, creating more interactive and inclusive urban experiences for residents and tourists alike.</p><!--/ Abstract__block -->\\n<h3>Originality/value</h3>\\n<p>This study embraces a viewer-centric perspective, delving into the relatively uncharted realms of surprise and media engagement within the digital consumption landscape. By adopting this innovative angle, the research significantly deepens the comprehension of viewer experiences and broadens the academic boundaries concerning city branding and media effect frameworks in management literature.</p><!--/ Abstract__block -->\",\"PeriodicalId\":46072,\"journal\":{\"name\":\"International Journal of Tourism Cities\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2024-08-27\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Tourism Cities\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/ijtc-10-2023-0209\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Tourism Cities","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/ijtc-10-2023-0209","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
引用次数: 0

摘要

目的 本研究旨在深入探讨数字户外广告在重新定义城市旅游吸引力方面的有效性。在城市旅游和城市品牌战略的转型时代,本研究评估了 Tecoration 对城市品牌和旅游推广框架的影响。本研究以首尔的 "浪潮 "数字户外广告活动为焦点,分析探讨了此类创新营销活动如何重塑潜在游客对首尔的认知和访问意图。初始阶段进行细粒度的主题分析,从 YouTube 视频评论中解码关键词模式,从而对观众的情绪进行非中介性洞察。研究结果表明,观众的反应充满了因内容的新颖性和技术创新而带来的惊喜感,与媒体参与度的提高密切相关。这种参与度的提高极大地影响了观众对这座城市的整体印象,最终明显增加了他们访问首尔的意愿。研究局限性/启示研究结果对城市品牌战略具有变革性的影响,突出了数字户外媒体的潜力。研究倡导范式转变,强调 Tecoration 在提升城市品牌形象和促进智慧城市蜕变、城市旅游振兴和商业增长轨迹等更广泛目标方面的不可或缺性。研究结果建议转变战略,强调 Tecoration 在提升城市品牌形象、推动智慧城市发展、振兴城市旅游业和促进商业增长方面的关键作用。本研究强调了将 Tecoration 纳入城市品牌框架的战略重要性,展示了 Tecoration 对现代城市发展和活力的重要贡献。通过创新数字标牌提升城市品牌和旅游业,城市可以营造更有活力和吸引力的城市氛围,促进社区自豪感和参与度。此外,游客流量的增加还能促进当地经济发展,支持文化交流,为城市地区的整体社会和经济福祉做出贡献。战略性地使用数字户外广告还可以弥合技术进步与公共空间之间的差距,为居民和游客创造更具互动性和包容性的城市体验。通过采用这一创新角度,本研究大大加深了对观众体验的理解,并拓宽了管理文献中有关城市品牌和媒体效应框架的学术界限。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Urban tourism revitalization through smart city Tecoration using digital outdoor advertising: a case study of WAVE advertising in Seoul, South Korea

Purpose

This study aims to provide nuanced insights into the effectiveness of digital outdoor advertising in redefining urban tourism appeal. Amidst a transformative era for urban tourism and city branding strategies, this study evaluates Tecoration’s influence on city branding and tourism promotion frameworks. Using the “Wave” digital outdoor advertising campaign in Seoul as a focal point, this analysis explores how such innovative marketing efforts reshape potential tourists’ perceptions and intentions toward visiting Seoul.

Design/methodology/approach

The study uses a bifurcated methodological framework. The initial phase undertakes a granular topical analysis, decoding keyword patterns from YouTube video commentaries, offering an unmediated insight into viewer sentiment. This is juxtaposed with a structural equation modeling technique in the subsequent phase, which serves to validate and triangulate the findings of the primary analysis.

Findings

The study reveals that viewer reactions, imbued with a sense of surprise attributable to both the content’s novelty and the technological innovation, exhibit a strong correlation with increased media engagement. This enhanced engagement significantly influences the viewers’ overall perception of the city, culminating in a marked increase in their intentions to visit Seoul.

Research limitations/implications

The findings have transformative implications for city branding strategies, accentuating the potential of digital outdoor mediums. The study advocates for a paradigm shift that underscores the indispensability of Tecoration in elevating urban brand imagery and catalyzing the broader objectives of smart city metamorphosis, urban tourism rejuvenation and commercial growth trajectories.

Practical implications

The results of this research highlight the transformative potential of digital outdoor media in city branding. The findings suggest a shift in strategy, emphasizing the critical role of Tecoration in enhancing urban brand imagery, driving smart city development, revitalizing urban tourism and fostering commercial growth. This study underscores the strategic importance of integrating Tecoration into the urban branding framework, showcasing its vital contribution to the growth and dynamism of modern cities.

Social implications

The findings of this study highlight the social implications of integrating Tecoration media in urban environments. By enhancing city branding and tourism through innovative digital signage, cities can foster a more vibrant and attractive urban atmosphere, promoting community pride and engagement. Additionally, the increased visitor traffic can boost local economies and support cultural exchange, contributing to the overall social and economic well-being of urban areas. Strategic use of digital outdoor advertising can also bridge the gap between technological advancements and public spaces, creating more interactive and inclusive urban experiences for residents and tourists alike.

Originality/value

This study embraces a viewer-centric perspective, delving into the relatively uncharted realms of surprise and media engagement within the digital consumption landscape. By adopting this innovative angle, the research significantly deepens the comprehension of viewer experiences and broadens the academic boundaries concerning city branding and media effect frameworks in management literature.

求助全文
通过发布文献求助,成功后即可免费获取论文全文。 去求助
来源期刊
International Journal of Tourism Cities
International Journal of Tourism Cities HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
5.90
自引率
11.50%
发文量
47
期刊介绍: A peer-reviewed journal, the International Journal of Tourism Cities provides an international forum for the critical study of urban tourism and tourism cities. The journal aims to be inter-disciplinary in its appreciation of tourism cities and tourism in urban areas, and welcomes original, theoretically-informed articles from those involved in the planning, management or marketing of tourism in city destination or places adjoining urban areas. Urban tourism and travel cover many disciplines and impinge on numerous aspects of daily life within cities. Moreover, they play a key role in domestic and international tourism in most countries, and cities often function as key travel gateways and tourism destinations. The International Journal of Tourism Cities contents include primary research articles, expert discussions on current urban tourism issues, and tourism city case studies. Articles are selected that are relevant to both academics and practitioners. The journal particularly encourages contributions on contemporary topics and issues in urban tourism including smart cities and tourism, environmental impact and sustainable tourism development in cities, citizen and stakeholder involvement in tourism, city destination governance, and the development of policies and standards for city tourism development. The International Journal of Tourism Cities has four distinct purposes: To encourage greater research and scholarship related to tourism in urban settings. To stimulate more interdisciplinary research on tourism in cities, particularly the integration of tourism and urban studies theories and principles. To generate more research studies on tourism at the edge of cities, where urban and rural areas converge. To create more literature on best practices in city tourism worldwide through in-depth analyses and the production of exemplary case studies.
×
引用
GB/T 7714-2015
复制
MLA
复制
APA
复制
导出至
BibTeX EndNote RefMan NoteFirst NoteExpress
×
提示
您的信息不完整,为了账户安全,请先补充。
现在去补充
×
提示
您因"违规操作"
具体请查看互助需知
我知道了
×
提示
确定
请完成安全验证×
copy
已复制链接
快去分享给好友吧!
我知道了
右上角分享
点击右上角分享
0
联系我们:info@booksci.cn Book学术提供免费学术资源搜索服务,方便国内外学者检索中英文文献。致力于提供最便捷和优质的服务体验。 Copyright © 2023 布克学术 All rights reserved.
京ICP备2023020795号-1
ghs 京公网安备 11010802042870号
Book学术文献互助
Book学术文献互助群
群 号:481959085
Book学术官方微信