Abstract

By exploring the influence of public art on urban cultural branding, we provide a reference for urban construction. Taking representative urban public art as the research object, this paper investigates the citizens' and tourists' perceptions of public art and urban cultural branding using survey research. Based on exploratory factor analysis to analyze the association between the two from the survey data, and establish an evaluation index system for city cultural branding. After that, the resulting indicators were analyzed based on hierarchical analysis to explore the influence weight scores of urban public art on different indicators. In urban cultural branding, the exploratory factor of public art has a cultural perception score of 2.9546, which is a good level, and public art has the greatest influence on the perception of urban icons. Among the five indicator layers included in cultural perception, the highest weighting is for the preservation and expression of the spirit of place, with a score of 0.0954, followed by the regional expression of cultural image, with a score of 0.0887. This study was able to propose a series of strategies and suggestions for how public art can contribute to the construction and revitalization of urban culture and branding.