It has been long time since the local small-and-medium cities had lost their vitality due to the progress of aging, economic decline in urban areas, the lack of new growth engines, and the declining population in korea. In addition, since the implementation of the local self-governing system, the creation of new urban areas and the transfer of the administrative institutions to the outskirts of a city have accelerated the decline of old downtown. Rather, local small-and-medium cities would have a problem to make urban regeneration impossible. Under the recognition of such problems, individual self-governing entities have come up with numerous policies and implemented various policies for the revitalization of local small-and-medium cities, but it is a condition that the effect of their efforts falls shorts of expectations, such as the space of the similar style, which has been widespread in developed countries, simple restoration, and a few structural changes. In this regard, the part to be realized anew is to enhance the attractiveness of small-and-medium cities. However, is not possible to raise the overall attractiveness in a short time in reality. To select local assets to be utilized in urban regeneration, it is judged that gathering opinions of local residents is more important than any other thing. Accordingly, this study intends to present positive outcome for the purpose of the revitalization of local small-and-medium cities by finding the factors which can remind us of the collective memory of Jinju city and selection the critical factors to determine a detailed project plan from the perspective of urban regeneration.