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Tourism in JEJU

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Grace Sakamoto

on 27 May 2014

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Transcript of Tourism in JEJU

An Ambitious Goal of becoming a world-class Free International City.
Developing numbers of niche & alternative tourism attractions.
Historic Development Overview
Tourism Product Portfolio
$4.44
Tuesday, May 27, 2014
Vol XCIII, No. 311
Introduction to Jeju
Market Condition & Competition: Hainan, Okinawa & Jeju
JEJU DAILY
Jeju Healthcare Town
(Koreatimes, 2012)
MEDICAL TOURISM
(JDC, n.d)
Yarae Resort Development
BUSINESS/MICE TOURISM
(Korea Tourism Organization, 2012)
International Convention Center
ECO-TOURISM
(Korea Tourism Organization, n.d)
Jeju Eco-Park
(JDC, n.d)
Cultural Tourism
OTHER TOURISM
Golf Tourism
(JDC, n.d)
Myths and History Theme Park
UNESCO World Heritage Sites
(Inhabitat, 2010)
(The Jeju Weekly, 2013)
(Korea golf course business association, 2014)
Number of Tourists
Total Expenditure Spent by Tourists
Country of Origin
DATA COMPARISON
SWOT ANALYSIS
STRENGTHS
Unique cultural and natural attractions
One of the top regional holiday destinations for Koreans
Variety of Tourism Products
WEAKNESSES
Over dependency on domestic traveler
Short length of stay and expenditure spent by tourists
Large number of Part-time workers
OPPORTUNITIES
Growing travel demand in Asia
Growing awareness of sustainable tourism
Aging Population
Overly ambitious growth, Excessive Development & Expansion
Exceeding carrying capacity limits
Growing Competition among Island Resorts in Asia
THREATS
TOURISM IMPACTS
ECONOMIC IMPACTS:
ENVIRONMENTAL IMPACTS:
SOCIAL IMPACTS:
Negative
RECOMMENDATIONS
Issue 1: Ambitious Tourism Development Plan & Negative Environmental Impact
Short term:
Strategic planning for each of the tourism product
Set and reinforce strict regulations regarding the development of golf tourism
Mid term:
Regenerate the lands used for former golf courses and develop mandarin/agricultural tourism.
Review and amend the restrictions, regulations and strategic planning.


(Increasing outbound tourism to neighboring countries, low expenditure spent by tourists)
Issue 3:
Large numbers of
Part-time workers in Jeju
Short term:
Encourage owners to hire full time workers with incentives and taxes.
Mid Term:
Ongoing specialized trainings and education for locals and full time workers.


Issue 4: Locals are unhappy
(with the benefits they receive, with increasing foreign investors, Chinese tourists and immigrants)
Long-term Recommendations & Objectives:
Issue 2:
Competitive market
Short Term:
Increase tourism attractions & activities
Establish a new brand image for Jeju
Effective Sales & Promotion
Target New Markets
Mid Term:
Reinforce the brand

Short term:
Enforcing CSR programs of the foreign investors
Attract local investments (Subsidize tax).
Train and educate locals
Encourage both parties to integrate their cultures
Mid term:
Reviewing the satisfaction level of the local Jeju people and ensure that economic benefits are felt by the local


Establish a strong brand image of diverse tourism products

Ensure sustainable tourism development, where tourism supply and demand meet and win-win situation among all the stakeholder is created.
CONCLUSION
(Euromonitor International, 2014)
(Okinawa Prefectural Government, 2014)
(Jeju Special Self-Governing
Provincial Tourism Association, 2014)
(World Travel & Tourism Council, 2012)
(Okinawa Prefectural Government, 2014)
(Jeju Special Self-Governing Provincial Tourism Association, 2010)

Negative
(The Bank of Korea Jeju, 2011)
Positive

Key Facts
Southernmost Resort Destination in Japan, China & Korea

Development - Maturity Stage in Destination Life Cycle
(ITOP Forum, n.d)
(Jeju Special Self-Governing Provincial Tourism Association, 2014)
(Jones Lang LaSalle Hotels, 2012)
(World Travel & Tourism Council, 2012)
(Euromonitor International, 2014)
2010
(SPECIAL EDITION:Tourism in Jeju, Korea)
KEY ISSUES DISCUSSED:

Rapidly developing to become an International City with diversified tourism products
Competitive Market
Dependency on Domestic travelers
Unstable labor supply
Local community has negative attitude towards increasing Chinese tourists and investors.
KEY RECOMMENDATIONS:

Regular meetings with all the stakeholders
Establish high brand awareness
Target new markets
Effective sales and promotion
Education and training
Sustainable market and product diversification
THANK YOU
(lovethesepicture.com,2011)
(Eye-maps.com, 2012)
(Jeju rental car co-op, 2012)
(lovethesepictures.com, 2011)
(The Bank of Korea Jeju, 2014)

(Saigon Star Tourism, n.d)
(Saigon Star Tourism, n.d)
Contribution to Regional Economic Development
Contribution to Employment
Economic Benefits not felt by the people
'Baozen' Chinese Street
Since May 2010
Positive
Negative
Air pollution
- Individual tourist
..... Package tourist
Damage Basalt Rock
Basalt Rock
Gotjawal
Golf course
Conservation of Nature resources
Source: Jeju world natural heritage 2013
Source: The Gotjawal trust of Jeju 2013
Source: Korea golf course business association 2014
Source : Jeju leisuretime 2012

Source : The Jeju weekly 2009
Positive
Free Chinese courses -> learning new culture, expanding opportunities
Target local : Tourism industry employees and owners
60-80 hours course
Focused on service related Chinese

Source: Jeju domin ilbo 2014
(The Bank of Jeju Korea 2012)
Increasing Chinese investors -> Unhappy Local
(Jeju, Shinyoung Stock Research Center, 2012)

(Jeju tourism organization 2013)
Increasing Chinese Tourist -> Unhappy Local
(Jeju domin ilbo 2011)
REFERENCES
(Statistic Korea 2013)
(Jeju Tourism Organization, 2014)
(Hani, 2013)
(%)
308502, 308343, 309308, 309309, 308839
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