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Research Project Report

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A Study on Strategies for Developing Coastal and Marine Tourism on islands : Focusing on demand response through analysis of tourism behavior
Report No. 2018-03 Research Manager Jang Won, Hong
File

▸ As tourism demand towards island regions has continued to rise due to increasing leisure time and changing tourism trends, policy projects for vitalizing island tourism have started in earnest since the 2000s.
- Many government departments are implementing domestic island policies, pushing ahead relevant projects on their own. Since the Ministry of the Interior and Safety, the Ministry of Oceans and Fisheries, the Ministry of Culture, Sports and Tourism, the Ministry of Land, Infrastructure and Transport and the Ministry of Environment are involved in relevant policy projects, policies fall short of connection and systemization.
- In addition, existing policies for vitalizing tourism on island regions have shown limitations in terms of effectiveness. This is because they are focusing on rearranging infrastructure facilities, while providing policy supports to islands where the market feasibility has already secured.
- Therefore, it is necessary to identify fundamental problems of island tourism in Korea based on the analysis of tourism demand and use patterns. And then, strategies to vitalize marine tourism on island regions should be established to address them.

▸ The study derived policy implications by reviewing foreign cases of vitalizing tourism on island regions. For this purpose, the study analyzed relevant policies and cases of Japan where economic, social, cultural, institutional environments are similar to South Korea.
- A basic policy direction for vitalizing island regions in japan is centering on territorial management. While Japan has established its policy goal to increase the population settling down on islands, the country is utilizing island tourism as a means to achieve that goal.
- Japan adopted the Bottom-up method with which project ideas suggested by island residents are collected, selecting excellent project items to promote and spread nationwide. With this method, a relevant authority discovers projects that can strengthen the capacity of residents, distinctively show regional characteristics while local residents are able to afford.
- Focusing on projects with small budget, Japan has conducted promotional activities through Japan Remote Island Center, a private organization specializing in promotion, use and vitalization of islands. Such promotional activities have created an environment in which people can get familiar with and become interested in islands.

▸ A public survey and the analysis of secondary data were carried out to find out the public awareness of marine tourism on island regions, its use patterns and policy demand. In addition, the study conducted the AHP study targeting experts in order to establish policy direction of island regions and discover implementation tasks.
- According to the analysis of secondary data, island tourism takes more time and cost than regular tourism. Also, island tourism has a lower travel convenience than regular tourism due to difficulties of acquiring information on required cost and time. Since there is no tourism market utilizing island and marine resources, it is necessary to improve the tourism attractiveness of coastal passenger ships. At the same time, it is important to expand the participation of island tourism by cutting transportation cost and enhancing the commercial value of tourism products for island regions.
- The result of the public survey showed that people go travel to islands to get away from daily lives, hence, presenting a high ratio of scenery appreciation and participating in relaxing activities. The expense of island tourism was almost twice higher than the travel expense from the survey of Current Status of National Domestic Travel, with individual travelers accounting for a significantly higher ratio. Meanwhile, people considered long distance as a major impediment of island tourism, while regarding infrastructure as an important element for the development of island tourism.
- According to the public survey, structural limitations for island tourism have served as a major stumbling block to the vitalization of island tourism from the demand perspective. Therefore, it is important to recognize the behavioral characteristics of island tourism prior to the development of tourism contents or rearrangement of infrastructural facilities. At the same time, policies for improving the convenience of using island regions should be established first including improving the accessibility to island regions, cutting the fee of coastal passenger ships and promoting tourism activities within islands.
- The AHP study targeting experts showed that improving the accessibility is the most important element to vitalize the marine tourism on islands followed by raising the commercial value of marine tourism and increasing its availability.
- The study presents specific projects for improving the accessibility as follows; (a) expanding projects for modernizing passenger ship terminals and passenger ships, (b) discovering and promoting the contents for tourism information on island regions and (c) campaign and promotional projects for island tourism. With regard to strengthening the commercial value of marine tourism products, the following elements are important; (a) developing thalassotherapy/recreational tourism products and (b) supporting the development of various small products on island tourism (marine eco-tourism, uninhabited island tourism, short-/long-term etc.). Lastly, the study considers the following is important to raise the availability of island tourism; (a) improving convenience facilities, (b) educating tourism services to residents of island regions and (c) preserving natural resources of island tourism.
- In order to establish a development mechanism for marine tourism on islands, it is necessary to strengthen the cooperative system between relevant government departments. In addition, it is essential to establish a sustainable development system by assessing the receptive capacity of island regions for marine tourism, while preparing a system for discovering and supporting marine tourism resources and products of island regions.
▸ In summary, South Korea’s marine tourism policy for island regions should be implemented in two fold; one is to address structural limitations by improving the accessibility of island tourism and two is to increase the availability of tourism and strengthening the commercial value of tourism products for raising the satisfaction of island tourism.
- With regard to improving the accessibility of island tourism, the study suggests giving a priority to specific tasks as the following order; improving the accessibility of transportation, enhancing the access system to tourism information and tourism campaign projects. And then, projects should be implemented through cooperative works depending on policy areas of government departments, including the Ministry of Oceans and Fisheries.
- Policies for raising the availability of island tourism should focus on the followings; improving basic convenience facilities, enhancing tourism service by providing service education to residents and supporting the youth for opening business and securing the safety of island tourism.
- The commercial value of island tourism can be enhanced by diversifying marine tourism contents such as discovering new marine tourism contents and developing thalassotherapy and recreational products which results to diversify the demand of travelers. In addition, the study suggests discovering tourism products for specific purposes such as travel to uninhabited islands and marine eco-tourism.
▸ Furthermore, it is necessary to establish a dedicated organization for vitalizing marine tourism on island regions while building a system for operating tourism products driven by local residents.
- Together with existing cooperative works carried out by government departments, it is important to establish a dedicated organization which can provide a systematic support to vitalize marine tourism on island regions.
- Development projects for island regions require the establishment of operation system for tourism products driven by local residents based on the analysis of conditions for accommodating tourism. In addition, regional conditions for accommodating tourism and the capacity of residents should be considered to develop tourism products and operate management systems.

Research Project Report 상세보기
A Study on Strategies for Developing Coastal and Marine Tourism on islands : Focusing on demand response through analysis of tourism behavior
Report No. 2018-03 Research Manager Jang Won, Hong
File

▸ As tourism demand towards island regions has continued to rise due to increasing leisure time and changing tourism trends, policy projects for vitalizing island tourism have started in earnest since the 2000s.
- Many government departments are implementing domestic island policies, pushing ahead relevant projects on their own. Since the Ministry of the Interior and Safety, the Ministry of Oceans and Fisheries, the Ministry of Culture, Sports and Tourism, the Ministry of Land, Infrastructure and Transport and the Ministry of Environment are involved in relevant policy projects, policies fall short of connection and systemization.
- In addition, existing policies for vitalizing tourism on island regions have shown limitations in terms of effectiveness. This is because they are focusing on rearranging infrastructure facilities, while providing policy supports to islands where the market feasibility has already secured.
- Therefore, it is necessary to identify fundamental problems of island tourism in Korea based on the analysis of tourism demand and use patterns. And then, strategies to vitalize marine tourism on island regions should be established to address them.

▸ The study derived policy implications by reviewing foreign cases of vitalizing tourism on island regions. For this purpose, the study analyzed relevant policies and cases of Japan where economic, social, cultural, institutional environments are similar to South Korea.
- A basic policy direction for vitalizing island regions in japan is centering on territorial management. While Japan has established its policy goal to increase the population settling down on islands, the country is utilizing island tourism as a means to achieve that goal.
- Japan adopted the Bottom-up method with which project ideas suggested by island residents are collected, selecting excellent project items to promote and spread nationwide. With this method, a relevant authority discovers projects that can strengthen the capacity of residents, distinctively show regional characteristics while local residents are able to afford.
- Focusing on projects with small budget, Japan has conducted promotional activities through Japan Remote Island Center, a private organization specializing in promotion, use and vitalization of islands. Such promotional activities have created an environment in which people can get familiar with and become interested in islands.

▸ A public survey and the analysis of secondary data were carried out to find out the public awareness of marine tourism on island regions, its use patterns and policy demand. In addition, the study conducted the AHP study targeting experts in order to establish policy direction of island regions and discover implementation tasks.
- According to the analysis of secondary data, island tourism takes more time and cost than regular tourism. Also, island tourism has a lower travel convenience than regular tourism due to difficulties of acquiring information on required cost and time. Since there is no tourism market utilizing island and marine resources, it is necessary to improve the tourism attractiveness of coastal passenger ships. At the same time, it is important to expand the participation of island tourism by cutting transportation cost and enhancing the commercial value of tourism products for island regions.
- The result of the public survey showed that people go travel to islands to get away from daily lives, hence, presenting a high ratio of scenery appreciation and participating in relaxing activities. The expense of island tourism was almost twice higher than the travel expense from the survey of Current Status of National Domestic Travel, with individual travelers accounting for a significantly higher ratio. Meanwhile, people considered long distance as a major impediment of island tourism, while regarding infrastructure as an important element for the development of island tourism.
- According to the public survey, structural limitations for island tourism have served as a major stumbling block to the vitalization of island tourism from the demand perspective. Therefore, it is important to recognize the behavioral characteristics of island tourism prior to the development of tourism contents or rearrangement of infrastructural facilities. At the same time, policies for improving the convenience of using island regions should be established first including improving the accessibility to island regions, cutting the fee of coastal passenger ships and promoting tourism activities within islands.
- The AHP study targeting experts showed that improving the accessibility is the most important element to vitalize the marine tourism on islands followed by raising the commercial value of marine tourism and increasing its availability.
- The study presents specific projects for improving the accessibility as follows; (a) expanding projects for modernizing passenger ship terminals and passenger ships, (b) discovering and promoting the contents for tourism information on island regions and (c) campaign and promotional projects for island tourism. With regard to strengthening the commercial value of marine tourism products, the following elements are important; (a) developing thalassotherapy/recreational tourism products and (b) supporting the development of various small products on island tourism (marine eco-tourism, uninhabited island tourism, short-/long-term etc.). Lastly, the study considers the following is important to raise the availability of island tourism; (a) improving convenience facilities, (b) educating tourism services to residents of island regions and (c) preserving natural resources of island tourism.
- In order to establish a development mechanism for marine tourism on islands, it is necessary to strengthen the cooperative system between relevant government departments. In addition, it is essential to establish a sustainable development system by assessing the receptive capacity of island regions for marine tourism, while preparing a system for discovering and supporting marine tourism resources and products of island regions.
▸ In summary, South Korea’s marine tourism policy for island regions should be implemented in two fold; one is to address structural limitations by improving the accessibility of island tourism and two is to increase the availability of tourism and strengthening the commercial value of tourism products for raising the satisfaction of island tourism.
- With regard to improving the accessibility of island tourism, the study suggests giving a priority to specific tasks as the following order; improving the accessibility of transportation, enhancing the access system to tourism information and tourism campaign projects. And then, projects should be implemented through cooperative works depending on policy areas of government departments, including the Ministry of Oceans and Fisheries.
- Policies for raising the availability of island tourism should focus on the followings; improving basic convenience facilities, enhancing tourism service by providing service education to residents and supporting the youth for opening business and securing the safety of island tourism.
- The commercial value of island tourism can be enhanced by diversifying marine tourism contents such as discovering new marine tourism contents and developing thalassotherapy and recreational products which results to diversify the demand of travelers. In addition, the study suggests discovering tourism products for specific purposes such as travel to uninhabited islands and marine eco-tourism.
▸ Furthermore, it is necessary to establish a dedicated organization for vitalizing marine tourism on island regions while building a system for operating tourism products driven by local residents.
- Together with existing cooperative works carried out by government departments, it is important to establish a dedicated organization which can provide a systematic support to vitalize marine tourism on island regions.
- Development projects for island regions require the establishment of operation system for tourism products driven by local residents based on the analysis of conditions for accommodating tourism. In addition, regional conditions for accommodating tourism and the capacity of residents should be considered to develop tourism products and operate management systems.

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