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Development of resort tourism in a small island: Case study of Jeju Island, Korea
Conference presentation

Development of resort tourism in a small island: Case study of Jeju Island, Korea

Jee Youn Kim and Timothy J Lee
Asia Pacific Tourism Association (APTA) and the 4th Asia Pacific Council on Hotel, Restaurant, and Institutional Education (APac-CHRIE) Conference, 12th (Hualien, Taiwan, 26-Jun-2006–29-Jun-2006)
Asia Pacific Tourism Association
2006
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Abstract

Tourism
The aim of this research has been to determine the most appropriate method of achieving an island tourism development while still maintaining the tourist destination. This involves preparing a case study of Jeju Island in Soth Korea on resort tourism development and investigating the implementation an island resort tourism development policy to develop the destination effectively. The research objectives of this study are, (a) to investigate the island tourism planning organization's actions for controlling the impact of tourism on the environment and economy of the island, (b) to investigate the role of the private sector, such as hotels and other accommodation, in developing and attracting the emerging island tourism trade, (c) to investigate the role of the public sector, such as the Korea National Tourism Organization (KNTO) in Jeju, towards developing and enticing tourists, both domestic and international, and (d) to identify the critical factors that determine the destination choices of tourists during their decision-making process. This paper presents the findings from the in-depth interviews with 18 interviewees (10 public sectors and eight tourists) that were conducted in mid-2004. The interviews suggest that solutions to the development problems are being implemented to relieve the lack of a marketing plan at the destination and that many problems have already occurred. A number of initiatives were suggested for the planners to consider how to improve the overall quality at the tourist attractions. Interview respondents emphasized the critical roles of the Jeju Provincial Government as a facilitator or provider and the Jeju Korea National Tourism Organization as a co-coordinator for the successful partnership. Overseas marketing and promotion should be given the highest priority as an area of public and private sector partnership to enhance the tourism competitiveness of Jeju Island. Tourist products development was also evaluated very negatively by respondents. Creating attractive tourist products can be realized only if there is a proper collaboration between the public and private sectors. Most respondents argued in this research, the central and Jeju Provincial Government should take further actions to promote a more favorable business atmosphere by reducing or abolishing unnecessary regulations. This study should provide a useful guideline for resort tourism development for islands in Asian countries.

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