In the 21th century, national boundaries are meaningless and city competitiveness directly influences national competitiveness. The era of local autonomy enforces the regional government to establish its distinct local identity, raising the importance...
In the 21th century, national boundaries are meaningless and city competitiveness directly influences national competitiveness. The era of local autonomy enforces the regional government to establish its distinct local identity, raising the importance of approach to give shape to local identity.
This study is based on the Hard-Culture-Service-Image (HCSI) local brand tools that the Presidential Council on National Branding had mentioned. The Presidential Council on National Branding study draws a local brand model based on a precedent study that has an organized model of brand value system, hexagon mode of city brand, and a brand identity system for brand property. These models claim that natural resources representative of Hard connect to cultural resources representative of Culture and build local Image in addition to creative Service resources. This study used the Hard-Culture-Service-Image to propose a local brand design for Jeju Island. The results are as follows.
First, the HCSI system was used for analysis for the case research of local brand for Jeju Island. Successful applications of the HCSI system for local branding include Santa Fe in USA, Dijon in France, Santorini in Greece, and Marrakech in Morocco where Hard resources and characteristic Culture meet and create environmental color image for local uniqueness. Melbourne in Australia and Hilton Head Island in South Carolina are the cases that Hard resources and abundant local Services are well-suited. Hainan province in China has a culture based on banishment. This developed Service contents. Also, the Rottnest Island created Service contents upon its Hard resources and has a noticeable sustainable Culture.
Second, consumer's recognition survey shows positive evaluation on natural environment of Jeju Island due to the good environment, well-being, and healing trend and these critical factors need to be well reflected when developing the Jeju local brand image. Moreover, it is necessary to make Jeju Island as a branded world natural heritage, not to mention that public participation and expanded experience opportunity are required to attract revisitors. Jeju Island needs to develop blended contents based on its beauty of nature To attract visitors to return and stay longer.
Third, a field study was made focused on the northern part of Jeju province and the eastern and western coast of Seogwipo province. HCSI system is applied in order to subdivide local brand design of Jeju Island. With Hyeopjae Beach as the central figure of western district of Jeju province, Hard resources such as the sunset, natural lighting, and the islands. Cultural resources include Jeju horses. The Service resources such as concept café, fire festival, celebrities, and the garden city can be blended to support its Holic image with a modern, refined, strong, and intellectual attraction. With Kimnyeong Beach as the central figure of eastern district of Jeju province, Hard resources include woodland paths, forest lodges, uncontaminated ocean, and coastal roads. Cultural resources include haenyeo, Jeju breeze, and stone culture. Service resources include coastal café streets, wind power plants, and eco-contents. Finally, Service resources like haenyeo contents can be blended to support its healing image with a relaxed and liberal attraction. With Hwasun Beach as the central figure of western district of Seogwipo province, Hard resources include Sanbangsan Mountain, Andeok Valley, and coastal villages, Culture resources such as the banishment culture of Chusa and new traveling culture. Service resources such as Chusa related contents and storytelling return to farming and return home can be blended to support its History image that attracts people with countryside, simple, charming and affectionate Image surrounded by historical remains and mountain villages. With Pyoseon Beach as the central figure of eastern district of Seogwipo province. Hard resources such as World Natural Heritage Site, symbolic nature, and rape flowers. Cultural resources such as mythology, Honinji pond, and new value of Jeju Island. Service resources such as beach festival, marine sports, resort, vacation spot and photo zone in rape flower path can be blended to support its Heritage image with natural, emotional, peaceful and stabilized attraction.
Sustainable local brand design by HCSI system means the process to find out original local characteristic and blend it with primary local resources and identity in order to develop distinctive local resources. This study systematizes approach on local brand using local brand model by HCSI system and aims to be applied for local development policy relating sightseeing, economy and urban activation by suggesting unique character of each local resource of Jeju Island and breaking down into various aspects.
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