도시 홍보를 위한 문화콘텐츠의 성공 사례 연구: 공무원 참여 콘텐츠를 중심으로

This study aims to analyze local government promotional content uploaded on Youtube after 2020, focusing on cases involving direct participation of public officials, and to identify key success factors. Using Robert Yin's case study methods, the research examines internal factors (content planning, public official involvement, storytelling strategies) and external factors (context of production, social and policy-related backgrounds). Case studies from Chungju City, Suseong District, Gyeongsangnam-do Province, and Dong-gu District, Gwangju, reveal that integrating popular trends, active participation of public officials, effective storytelling, and clear policy messaging are critical for success. Particularly, the involvement of public officials enhanced trust and approachability, while storytelling strategies increased audience engagement through emotional connections. In the comment analysis, positive evaluations (creativity, effectiveness of message delivery) were more prevalent, while negative evaluations (waste of tax money, ambiguity) appeared as minority opinions. This study provides practical insights into the planning and production of local government promotional content, emphasizing the need for education and incentive systems to enhance public officials' participation and skills.