AHP 기법을 활용한 경남지역 관광정책 개선과제의 전략적 우선순위 분석

Abstract

The purpose of this study is to identify policy priorities for revitalising the tourism industry in Gyeongnam using the AHP technique. Although Gyeongnam has been implementing various tourism policies, inefficiency and a lack of consistency due to the simultaneous promotion of multiple projects have been identified as key problems. An AHP survey conducted with 15 tourism experts revealed that the lack of tourism infrastructure and accommodation facilities was the most critical improvement area, followed by transportation infrastructure and accessibility issues (19.5%), activation of local community participation (15.3%), and strengthening of local tourism brand promotion (11.7%). This study is distinct in that it comprehensively analyses the overall tourism industry in Gyeongnam, rather than focusing on specific types of tourism, and suggests improvements from a policy supply-side perspective. Academically, the study contributes by proposing practical strategies for reducing regional imbalances and expanding the field of local government tourism policy evaluation. Practically, it offers policy implications, such as prioritising the expansion of transportation infrastructure, developing community-led tourism business models, building differentiated local tourism brands, and shifting towards experiential and stay-based tourism.