메가 이벤트가 도시 재생 및 지역개발에 미치는 영향: 공유가치의 조절 효과를 중심으로

The global economy and various social activities have been hit hard by the last COVID-19 pandemic, and each country is trying to improve its local brand image, maximize additional profits, and revitalize the economy by holding mega events. In addition, in recent years, beyond simple profit creation, the creating shared value has been emphasized in terms of social values, This study aims to provide strategic guidelines to urban planners and policymakers through empirical analysis of sports and art culture mega-events after the pandemic, and to use sports events as a driving force for urban and regional development. This study analyzed how the mega-event effect affects urban regeneration and regional development. As a result, it was found that the regional economic effects and social capital of sports and art culture mega-events had a positive effect on urban regeneration and regional development, and the regional economic effects and social capital of sports and art culture mega-events on regional development along with urban regeneration were confirmed. It was also found that economic and social shared values strongly control the impact of mega-event effects on urban regeneration. Based on the results of the empirical analysis, this study explained the long-term impact and potential of mega-events on growth strategies, residents' quality of life, and the city's international image, and recommended suggestions and follow-up studies.