섬 인식 개선을 위한 섬 브랜드 정립방향에 관한 연구 - MZ 세대 대상, 2020년과 2021년 가고 싶은 섬 소셜 미디어 분석 결과를 중심으로 -

Abstract

This study examined the changing travel behavior and the current status of‘Islands that people hope to visit’, the need to establish a brand, and the effectiveness of marketing strategies. Moreover, this study suggested Island brand establishment direction appealing to the MZ generation. To achieve these objectives, this study delimited research areas to Facebook and Instagram of‘Islands that people hope to visit’while the temporal range was set for a period of seven months from 2020 and 2021, and from March to September, the standard for establishing and implementing marketing strategies in 2021. Jeollanam-do, which has 65% of islands nationwide, has been pushing for a resident-led type island development project since 2015 to shift to a new paradigm for island policy. With this project, a total of 5,035,082 people visited the‘Islands that people hope to visit’for six years from 2015 to 2020. but it has been falling year by year since its peak in 2017. As it is still concentrated in the hardware business, access at the software level is insufficient. There is a limitation in that‘Islands that people hope to visit’is discriminated against and cannot be recognized as a new destination. It was approached at the brand level to differentiate the‘Islands that people hope to visit’and to make it recognized as a new destination. As a result of establishing and implementing a new brand identity and marketing strategies for the MZ generation set as targets, a total of 12 indicators on Facebook and Instagram of "Islands You Want to Go to" used as analysis tools increased compared to 2020, indicating increased user response, participation, and satisfaction. The following summarizes the implications of this study to establish Island Brand appealing to the MZ generation. First of all, Tt is not only required to analyze and consider the target, and establish a brand containing the value it aims for but also necessary to establish a marketing strategy. Second, trend analysis should be preceded because the age and behavior used are different depending on the marketing channel. After that, High marketing results can be expected only when establishing strategies and operating channels based on the results of trend analysis. Third, when promoting island tourism projects, metropolitan governments such as Jeollanam-do Province suggest the direction of island tourism as an integrated brand. And cities and counties that promote island tourism projects should establish specific plans with brand construction in mind when establishing basic plans. Fourth, metropolitan cities, cities, and counties should distinguish between hardware and software businesses within a larger framework of brand construction and establish business plans. The most important thing to consider when establishing an island brand is 'difference'. Differentiation comes from 'identity'. The analysis and consideration of the target to be delivered and the establishment of brand identity that reflects the values and characteristics aimed at each island, through this study, it was found that by establishing brand identity and establishing marketing strategies, the MZ generation can discriminate against an island while also recognizing it as a new destination using the aforementioned marketing techniques.