제주 Place Branding을 위한 올레길의 가치 창출 연구

Abstract

Products and attractions created through the introduction of Place Branding' are recalled as one value. As a result, Jeju's attractions have the advantage of creating the value of Jeju's image in increasing originality and affinity. In this study, we want to actively enhance Jeju Olle-gil, a representative place built with differentiated images, by using it as a success story. Place Branding in Jeju is a way of establishing Jeju's image in accordance with the value of Place Branding by clarifying brands with identity, symbolism and originality using natural resources. The place where the brand has been materialized provides a symbolic means of lifestyle and self-expression. In Jeju, however, it is also an inevitable reality to spend time and budget trying to create and build a visible type of thing without any specific vision or strategy. It is drawing attention as a place to maximize and preserve the existing given value elements, a common feature in the cases of Jeju Olle-gil and overseas Olle-gil, adding a groundbreaking strategy. If the "Place Branding" value creation study continues to be applied simultaneously to brand development, improving the nation's brand and image will be a great advantage in promoting Jeju tourism. We hope that this study will continue to demonstrate specific expected effects and produce successful 'Place Branding' values.