This study examines the mediation effect of garden display 4Es on brand awareness and attitude of urban entertainment centers. Based on the 4Es theory (the experience economy theory) by Pine & Gilmore (1998) and garden display by a concept of horticultural biotechnology, a survey was conducted to investigate the effects on brand assets of the urban entertainment centers. The random sampling survey took place at 3 famous urban entertainment centers which are Time Square, AK Plaza and Avenue France with 243 users of garden display experience from February to April 2015. The analysis result shows that entertainment experience, educational experience, aesthetic experience and leisure experience of the garden display have a mediation effect on the effect relationship between brand awareness and attitude. For this result, all of the hypotheses were adopted. Accordingly, it is thought that studies on the composition of garden displays should be conducted based on the result of this study, and it is expected that many urban entertainment centers will build a nice green environment for the users of these urban commercial facilities based on this material.

The purpose of this study is to identify effect in how urban garden is run by different operators in Korea, and consequently how it determines the level of community formation among urban garden users. Based on this analysis, the study is intended to present some points as to how to better manage urban garden. The operators are divided into three types: public, public-private partnership and private. The study interviewed each operating entity and surveyed garden users to gauge the extent to which communities are developed. After the ANOVA analysis and Scheffe post-hoc analysis, it was found that the levels of community formation among users of public and public-private partnership urban gardens were similar (so can be grouped together), whereas that of private urban garden users was higher (separated as another group). However, this study found no meaningful differences in the level of community formation among all types of urban garden in a local community. Some key suggestions are made as a result. First, as for the public and public-private partnership types of urban garden, it is necessary to foster leaders to build a community. Next, it is worth noting the potential of public-private partnership in realizing community revival through urban garden. The last suggestion is that, generally, the urban garden has only little influence on community formation in a local area so far, thus more practical consideration needs to be given to enhance the role of urban garden in a local community.