The Effect of Cultural City on Regional Activation through the Consumer Reactions of Urban Service

Abstract

Many countries have adopted culture policies such as the European Capital of Culture program to revitalize cities. Culture brings economic benefit to a city through creative industries as well as vitalizes cities by allowing excellent workforce to stay in the city. In order to achieve urban growth through culture, appropriate urban policies or services should be implemented. In addition, citizens should recognize the positive brand value of cities as a result of such policies. In this study, we considered the cultural city as one of city branding and studied how the cultural cities’ characteristics, urban services, and the city’s brand value had the effect on regional activation. Online survey was conducted from 18 September to 18 October 2019 with residents residing in Xi’an, China. In total, 345 valid questionnaires were received and analyzed. As a result of this study, the characteristics of the cultural city had positive effects on urban brand value and regional activation. Urban services had positive effects on cultural city characteristics, city brand value, and regional activation. City brand value had a positive effect on regional activation. This study contributes to the study of the cultural city and the field of public service, city brand, culture, and arts. City planners and leaders will be able to use the results of this study to establish city branding and urban revitalization policies through culture.