A Study on the Design for Constructing Place Identity in Non-Place Asset-Dependent Festivals : Focusing on the Ansan Street Arts Festival

This study explores marketing strategies for content-driven festivals independent of local place assets, focusing on the Ansan Street Arts Festival. Based on a literature review, survey, and interviews, the study examines the festival’s connection to urban identity. Results show weak perceived links due to limited spatial continuity and symbolic presence. Strategies such as content specialization, regional collaboration, and public design are proposed. The study concludes that such festivals can contribute to urban branding and identity.