- -2014.02

.

2014. 02

()

1 1

1 3I. 5II. 9III. 9IV. 10

2 11I. 13

2 17 1 19

I. 21II. 1 21III. 2 43IV. 65

3 77 1 79

I. 81 2 99 3 107

I. 109II. 123III. 124IV. 149V. 152

4 157 1 159

I. 161 2 165

I. 167

5 175 1 177

I. 179II. 181III. 182

2 SWOT 197 3 225

I. 227 4 231

I. 233II. 239

1. 2412. / 2533. 2654. /MICE 2735. 2816. 292

6 303I. 305II. 307

7 -7 313I. 315II. 319III. 335IV. 3, 7 343V. () 348VI. 355VII. 357

361 363

1

1

- 5 -

I.

1. 5

3 7

32002 12 2007 2 2010 10 2011 11 7 7 (, , , , , , )

2012 WCC() IUCN() 2020 2000

, 2005 1

[ 1] [ 2]

: (2007~2012) ,

- 6 -

2. 2002

, 2002 4 60 2

1 :, , , , 5 :, 10

2011 KIS NLSC, 3 .

73 ,

2011 , MOU

[ 3]

: , 2011

- 7 -

[ 1] (2013 5 3 )

14 8 1 1 1 1 1 1

56, 726 30, 152 23, 992 593 60 141 1, 700 88

3, 520 1, 515 1, 499 242 60 141 54 9

: , 2011

3. ""

'' ' ' ,

[ 4]

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[ 5] Interbrand Best Global Brands 2013 Report

: 2013http://www.interbrandfilehosting.com/Interbrand-Best-Global-Brands-2013-Report.pdf

- 9 -

II. UNESCO 3 (, ,

) 7 ,

(Branding)

(Brand identity)

3, 7 , , (),

III.

" " .

- 10 -

IV.

1.

2. UNESCO 3, 7

3.

4.

-7

5. 2014 2023 10

2014, 2023

2

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I. , , , 5

,

[ 6]

1.

,

1) 1, 2 ,

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5. /

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,

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2

1

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I.

,

,

/ ,

II. 1

1. 2013 11 1 168

, 1 ('00) 4 ('05) 5 ('12) 9.6 ( 1 )('10) 3.3 ('11) 4.5 ('12) 5.5 ('07) 54 ('10) 77 ('12) 168 ('11) 26 ('12) 38 ('13) 43 ('11) 69 6 ('12) 80 14 ('11) 8 ('12) 9 ('13) 11

- 22 -

1) 2012 , 1, 114 ,

, . CAGR( ), 24, 84%

15% 168 64%

[ 7]

'12 '08~12

: 352 10.29%

: 284 24.84%

: 69 3.42%

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: / ,

[ 8]

'12 '08~12

: 108 57.79%

: 18 0.41% : 7.6 54.94%

: 5.1 -6.93%

: 2.5 1.87%

: / ,

- 23 -

2)

,

2012 ,

2008 2011 4 14.35% , 2012 2011 63.72%

[ 9]

: 90.18%

: 82.14%

: 39.31%

: 26.56%

: 21.17$

: / ,

[ 10]

: 15.02%

: 8.39%

: 4.21%

: 2.88%

: / ,

- 24 -

3)

2012 1 64.5% ,

[ 11]

: / ,

(2009) (4+2) 32 _ (2013) (2005)31-(2010)57-(2012)822020 1 (. )2012 27.5% 1)

83.5%2)

, , 33)

2012

1) : , 2013. 6. 3.2) : , 2012 . : 9283) : 2013.5.24.

- 25 -

4) 5 17~18

[ 12]

: / ,

82% 4)

88% 5)

35.1% 50.1%

6)

23 7)

, ,

8)

4) : , 5) : , 2012 . : 7726) : , 2012 . : 7727) : , 2012 . : 7728) : , 2012 . : 772

- 26 -

2. (PEST)9)

PEST (Political), (Economical), (Social), (Technological) (Political environment) (Economical environment) (Social environment) (Technological environment)

1)

(1)

5, 3 ,

5 ' '

[ 13] 5 Vision

: 5 3

9) PEST (Political environment), (Economical environment), (Social environment), (Technological environment)

- 27 -

, (7) ( 2 5 ) , 7 1 2013 1( ) "J" 2012~2013 2 "" , ( ) UNESCO 3 120 10.2% 7

, WHO , , CCTV

, , , ,

, WCC

,

- 28 -

(2) -

, /

2013 10 ()

() 10 60% (3, 000 5, 000) 10~15%

- 29 -

(3) 10)

1990 16.9%

2001 1, 200 2010 5, 739 4 )

Zero Free ,

1999 ADS (Approved Destination Status,

)2005 ADS , (The ADS Code of Business

Standards and Ethnics) 1) 2)ADS 3) 4)

2001 2010 10

4 6.7% 9%, 24%

2010 2020 10 5 'There's nothing like Australia'

10) ( )

- 30 -

2) ,

,

,

, , ,

('10) 3%, 7.4% ('12) 1.3%, 5.3%

(Perfect Global Storm, ) ( , , )

1 27% , 47% ,

: : :

[ 2]

50 ( 5.3) 10

2 2

80 ( 8) 3

1 / 5 / 1 ( 17 / 87 / 173)

3~5 4~7

5 ( 47) 4 25 ( 3.6) 5 25 ( 3.6) 5

30 ( 5.3) 3 6 50 ( 7.2) 6

& 40 ( 4.2) &

20 ( 2.1)

: Wall Street Journal, The Hot New Immigration Destinations for China's Wealthy, Apr 18, 2013

- 31 -

3) 2013 / ,

,

[ 14] 40~60% 1990-2010

: 2 . 2013.4

/

[ 15] EU , 2009

: 2 . 2013.4

, ,

- 32 -

4)

(1) GRDP( )

2006 , 3 7 2012 11

[ 16]

: (GRDP)

3.9% 3.1% 16 11 ,

2009 2

. 2010

[ 17]

: : 12 , , , 6 DB

- 33 -

(2) GRDP

GRDP , () GRDP : / ,

/ : GRDP : GRDP

, .

GRDP / GRDP ,

/ 12~15% 1 1 , , , , / 5% GRDP .

, .

(, ) , , ,

- 34 -

GRDP

2011 GRDP 10 5 1 45% , , GRDP 24%

[ 3] GRDP

GRDP10 5

(, , ,

)2 5

, , // , 24%

, , , GRDP 15~20%

1 (, , ) 2 5

1 25% ,

( ,

)

2(2012

5.5)

55 (12) 2

20% 1

, , ,

( , IT 5%

)3 5

10% 20%

IT, , 5%

: 2011,

- 35 -

GRDP

GRDP 16 GRDP 1

GRDP 11 / 50%

[ 18] GRDP

: (GRDP), /

/ 1 40% / 1 ,

[ 19] GRDP (2011)

: (GRDP), /

- 36 -

1 (//)

1 GRDP 18% 2 / 1 ,

3 11.8% 1. 13.9%

11.1% 7 , 8

[ 20] 1

: (GRDP)

[ 21] GRDP 1

: (GRDP)

1 J

,

- 37 -

. 16/ , 1

, , 1 ,

[ 22]

: (GRDP)

[ 23] GRDP

: (GRDP)

( )

- 38 -

2 , GRDP 24% . / 24% 17% 7%

[ 24]

: 2012, ,

, , , /

2012 15 10~15%

5 5 , 35%

/

[ 25] GRDP

: , 2012, ,

- 39 -

5) , ,

,

[ 26] The rise of the global social networking audience

: ComScore Media Metrix, Worldwide, It's a Social World, March 2007 - October 2011.

, : ,

http://narrative.ly

2010 KCTI / ,

) , ,

. / ' '

. , , .

,

- 40 -

, , ,

, ,

. 2:8

(Zapping) ,

,

.

- 41 -

6) - Gartner 4 IT Trend , IT

(Consumerization) IT (Device Ubiquity) (User -driven ecosystem) 4

4 , , , 4

[ 27] IT Trend 4

,

[ 28] Top 10 Strategic Technology trends

: Top 10 Strategic Technology trends for 2012, Gartner, / Top 10 Strategic Technology trends for 2013, Gartner

- 42 -

7) 5 ,

,

[ 4]

()

31% / 2.8 78% / 67 72.6% / 2.7 68.7% / - 77.8% / 30

1.2. 3.

1. 2. 3.

1.2. 3.

1.2.3./

1.2.3.

(

)50.1% 42.3% 75.9% - 83.7%

1.(72%)(

8.6%)

1. (79.6%)2. (54.7%)3. (35.1%)

1.(27.8%)

2.(25.3%)

3.(21.7%)

- -

30~39

/ .

SNS

: ( )

- 43 -

III. 2

1.

1) , , ,

, ( - ) 10%

[ 29]

: (CNN.com, BBC.com, CNTV.com) "Jeju" (2013 6 14 )

CNN, BBC / CCTV 1) 2)

89 , , , , G20 CNN ' '

- 44 -

2)

1~2 , ,

[ 5]

CNN BBC 103

: 29 : 21 : 53

42 : 30 : 10 : 2

THE NEW YORK TIMES :20CCTV: 7SCMP: 6TIME: 5

South Korea's 'volcanic' tourism heats up

10 reasons travelers can't keep away from Jeju Island

How to visit Jeju Island on a dime

Trade boost for Korean

honeymoon island Wonders bid for heritage

status; "impressive and significant"

system of lava tubes

Bolaven leaves at least 16 dead as it plows past Korean Peninsula

Chinese fishermen killed as typhoon hits South Korea

In brief: The new seven

wonders of nature, and other tweets

South Korea activists protest at Jeju naval base

:

- 45 -

(1) CNN

CNN 10 103 " " 7

[ 30] CNN

: CNN

10 10 reasons travelers can't keep away from Jeju Island (2012 4 27)

, , , , ,

2011 7 10

, , , , , , , , ,

South Korea's 'volcanic'tourism heats up (2010 11 7)

3 , , ,

- 46 -

(2) CCTV

CCTV

[ 31] CCTV

: CCTV

(2011 12 29)

100 56

2008 68%

, ,

11- (2011 11 4)

, ,

, , ,

- 47 -

(3)

111 21

[ 32] National Geograpic

:

(2010 7)" "- , , , , ,

, 111 (2007 11)21(64) , " "

, ,

- 48 -

(4)

, //

[ 33]

: NHN,

The world heritage (NHK ) / : , , / "" Sankei Shinbun "" , " " ( ) "Koukando" 2014 (JDC),

(BIGLOBE News-PR times) 7 Power spot (Livedoor News) 4 , , ,

- 49 -

2.

1) [Jeju] Google "Jeju" 2010

, ,

[ 34] Google - Jeju

: Google Trend

[ 6] [Jeju]

2010 A : B : 7 - 100

100 , , , Jeju , , , ''

- 50 -

2) [] ""

,

[ 35] Google -

: Google Trend

[ 7] []

- , , ,

, , ,

- 51 -

3) , ,

, "" .

[ 36]

: Google Trend

Jeju "Jeju" Hainan / Boracay / New Zealand New Zealand

[ 37] Jeju

: Google Trend

"New Zealand" Boracacy

, 2011 Jeju Hainan

[ 38]

: Google Trend

- 52 -

3. 70

3 7 ''' ' ,

1)

2013.04.19. ~ 2013.04.26.

: 39 (/) : 42/42 (/) : 71/104

: 24 : 14 : 2

/

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2) ,

(1)

,

10 , TV, , PR " 10 .

."

(2)

/

( )

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(3)

, /

1), 2), 3)

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."

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(4)

10 '', '', ''

[ 39]

:

[ 40] Text Cloud

: Tagxedo

- 55 -

4.

1)

2013.05.21. ~ 2013.05.23. ( )2013.05.24. ~ 2013.05.29. ( )

: 100 ( ): 300 (- )

[ 8]

:100 :200

:52 (52%):48(48%)

: 66 : 134(33%) (67%)

-:

76(38%)

:60(30%)

:34(17%)

:17(9%)

: 11(6%)

: 2(1%)

20 20(20%) 27(14%)12

(6%)15

(8%)12

(6%)10(5%) -

30 40(40%) 22 (11%)19

(10%)4

(2%)4

(2%) -1

(1%)40 40(40%) 15 (8%)

13(7%)

5 (3%)

1 (1%)

1 (1%) -

50 -

12(6%)

16 (8%

10 (5%) - - 1(1%)

2) Raw data Raw Data Raw Data , ,

/ / /

- 56 -

3)

(1)

[ 41]

: (N= 300) :5.24~5.29

" " 76%

/ " " 64% ,

- 57 -

(2)

, 34

[ 42] [ 43]

[ 44] [ 45]

: (N=100) :5.21~5.23

(3)

48% 1~2

[ 46] [ 47]

[ 48] [ 49]

: (N= 300) :5.24~5.29

- 58 -

(4)

. , ,

[ 50] [ 51]

: (N= 300) :5.24~5.29: (N=100) :5.21~5.23

- 59 -

(5)

/ , /

[ 52]

: (N=100) :5.21~5.23

[ 53]

: (N= 300) :5.24~5.29

- 60 -

(6)

1) 2) 3) , 1) 2) 3) . , , , 2 , , ,

, , , ,

, , , , , ,

" ' , , " ,

[ 54]

: (N=100) :5.21~5.23: (N= 300) :5.24~5.29

- 61 -

(7)

/

,

[ 9]

[ 10]

, , ,

, , , , ,

/

, , , ,

, , ,

- 62 -

5. (FGI) FGI 20~40

1)

2013.05.13 ~ 14

: 12

2) FGI , /

3) FGI

FGI "", ""

[ 11] FGI

, 20 ,

''

, ,

- 63 -

6. , J,

: Only Jeju : J : : , : , , , , , , , , ,

, ,

90 2012~13 2

Only Jeju / J / *J 30% 2012 1 11)

11) (2010).

- 64 -

, BI

[ 12]

6, 000 5 , 45 600

( )

40% 70%

1 500 , 95% 1

45 7

15 200

140

- 65 -

IV.

, , / ,

[ 13]

(/, /, )

, ,

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" "" "

Global Outlook

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,

""" "

SNS

' 3', '7 ' .

' '

SNS

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1.

, , IBM,

[ 14]

1

()

/

20 , 30 , 40-50

/

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8

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1) / '

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: 4.2 - 4.3

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4)

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2.

" " " , , . 170 .

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36 40 . 8 15 10 17 . " - 2012 12 31,

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- 74 -

3. 2012 1 168

, , , ,

, 23

, /

, ,

GRDP 1 ,

1 ,

1

- 75 -

4. SNS Pulse K Daumsoft Social

(70.4%), 3(70.5%), 7(76.9%)

[ 60] Pulse K

[ 61] 3 Pulse K

: Pulse K (http://www.pulsek.com)

[ 62] SNS

: Daumsoft Social metrics

(: )

- 76 -

[ 63] 7 Pulse K

: Pulse K (http://www.pulsek.com)

[ 64] 7 SNS

: Daumsoft Social metrics

'', '' , ''

' 3', '7 '

. ' '

SNS

3

1

- 81 -

I.

1.

, 1 ( )

19, 40 ()

40 , ,

, , 5 , , 3

,

- 82 -

[ 15]

:

- 83 -

2.

, , , , , , , , , , , , , ,

, / , , ,

,

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[ 16]

/

() , , // 3

, ,

: , 2011

- 84 -

1) 12)

, , , , ,

60~70

, , ,

FTA 4 Hub ( BIO , R&D , ,

) 6

MBA , 13

12) : Living the Next Lap, Urban Redevelopment Authority (URA), 1991 www.yoursingapore.com

- 85 -

2) 13)

1997 ,

""- - , (HQ)

, , , , // , ,

'', '' 16%, 2~17%

13) : (http://www.gov.hk/) (www.discoverhongkong.com)

- 86 -

3) 14)

, ,

80% ( 15 ) , ,

, , IT/, , ,

- 2% , , ,

4: , , , 2: , ' ' , , 700 , 21 , 98 , , , , , , ,

14) : The Branding of a city - Lesson from Dubai, Martin Giesen

- 87 -

3.

, , , , , , , , , , ,

, , , , ,

, , 3 2~3

3

- 88 -

1) (Adventurous Cities) "

"

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[ 65]

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- 89 -

: "100% Pure " 15

, /

1998 "100% Pure"

Saatchi & Saatchi

: "what's On" 100% Pure : Emmy 100% Pure

12 11 3 " ."-

, & ( ) / , 2

( ): 12

( ): 6

" ": , , 45

/ /

: (http://www.navigateoceania.com):

27 , 430 /

, [100% Pure] ,

" , " -

- 90 -

2) (Coastal Cities) 3S(Sea, Sun, Sand) ,

, . , ,

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,

[ 66]

,

4

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: , ,

3 , (Eco-Tourism)

, 1998

, ,

,

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" 3 "(Business World, 2005)

,

2013 27 2, 655 : 2 /: 2013 2 5 5 : 144 /:

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.

[ 67]

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: ,

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' '

CNN, BBC

11 5 (2005-2011) 1 RMB( 1 6 ) 2 RMB( 32 )

9 1988 ' '

1992 9 ,

2005 9 1 95, 000

100, 000 , , ' ' , 60

2011 2010 230, 000 (90% ) 2015 13, 500

"' ' .

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4. ,

, ,

, 1 (Developed) //

// 3 7

Eco-Tourism

- 95 -

5. ' '

/

[ 68] BI- ( )

( ) /

" "

/

/

- 96 -

6. 40

// 100% PURE NEW ZEALAND

"100% PURE " (1988 14) /

1) -

,

[ 69] -

: KOTRA globalwindow (http://www.globalwindow.org)

- 97 -

2)

/

[ 17]

/ Travel Trade

[ 18]

"What's on" () America's cup, Valencia / , 700 TV SHOW/ Travel Trade 23, 000 11, 000

- 98 -

3) "100% " 1999 2013

14 .

[ 19]

1999 1999 7 www.purenz.com

2000 100% TV , 6, 950

2001 " " 1 " " ,

2002 200 3

2003 / , "Wonerlust" 3

2004 "100% " 1 "100% , " TV 2005 GMI , 10

2006 "What's On" . ,

2007 100% " "

2008 ", ?" "100% " 10

2009 "100% " 10 "100% " 12 5

2013 2013 14 ,

2

- 101 -

1.

1) 5 Vision ,

' ' .

, WHO , , CCTV

, , , ,

, WCC

,

2)

2013 12 (7 - , 1 , )JDC (5 - , ) 2006 14 5 6726 2013 6 Bio 60

(9001, 000),

, 8 (2.22) (17.5 ) , , (8 )

- 102 -

(1) 1

, ( '12. 6) ('13. 2)

12 35 ('12. 11) , ('12. 9)

, e-, , IBE R&D, Edu-MICE

1 ( 10 ) ( 1), 3 ,

,

[ 20] 1

12 ()

12 6,805

('12-'21) 23,000

('12-'21) (5) 2,650

Edu-MICE ('15-'21)

MICE 517

IBE R&BD ('12-'18)

IT,BT,Energy 8,462

E- ('12-'15) 3,423

1 ('12-'21) R/D 2,118

('12-'21) 42,000

('12-'21)

1,000

('12-'15) 6,770

10 ('12-'21) 3,100

('12-'20) -

('12-'19) 33,765

: 2013.2

- 103 -

(2) (JDC) 2 (2012~2021)

2 (JDC) 9 26

JDC 2 (2011.12.29) 2 ,1 (2002~2011) , 2

(2012~2021) 1 : , , , ,

, 1 , ,

, 2 2 , , , 2 4 , JDC

,

3 3,920, 1 9,860, 1 6,060, 560 7 21% 1 4,810 , 79% 5 5,590

2 ,

- 104 -

[ 21] 2 (:)

JDC 70,400 2,310 1,930 10,570 55,590

33,920 1,430 1,080 6,480 24,930 12,670 630 250 790 11,000 8,420 200 250 1,170 6,800

7,090 200 - 890 6,000 1,330 - 250 280 800

3,600 600 580 420 2,000 2,460 60 - 400 2,000

IBE R&BD 1,140 540 580 20 - 9,230 - - 4,100 5,130

7,110 - - 2,110 5,000 2,120 - - 1,990 130

19,860 880 850 3,470 14,6602 3,910 350 160 1,400 2,000 6,940 300 - 1,140 5,500(2) 1,780 190 40 10 1,540

7,230 40 650 920 5,620

16,060 - - 60 16,000 16,000 - - - 16,000

60 - - 60 -

560 - - 560 -: , 2 (JDC) (2012~2021)

[ 22] 2

IBE R&BD

: : 20152021 : 1,140

(IBE , Lab , IBE )

: : 20192024 : 1,330

, , ,

2

: : 20142018 : 3,910

IT, BT, Energy

: : 20142021 : 6,940

, ,

2

: : 20122020 : 1,780

(, , ) ( )

: : 20152021 : 7,230

(, )e- ( )

: , 2 (JDC) (2012~2021)

- 105 -

[ 23] 1

ITBTR&D : 1,099 / : 4,526

98% , 60% 60 , 1

6

: 3,792 / : 1 7,,806

NLCS() 419, '12 239('11.9 ) KIS() 353, '12 66('11.9 ) BHA() '12 279('12.10 )

(), : 1,539 / : 7,845

MOU ('08.4.25) MOU ('11.12.27) () MOA ('12.7.11) 1

: 744 / : 1 7,981

('08.8) * 1,539(JDC 19%) 1() ('12.) '17 18

: 4,000 / : 1 5,945

J ('09.2.11) DK()-() MOA ('12.9.7) 6

: 198 / : 1,430

1 , ('09.9) ('09.11) * 34

: , 2 (JDC) (2012~2021)

3

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I. BI

1. ()

1)

[ 24]

CI BI/

CI

CI

CI

CI

/

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2)

, , BI : 1 ,

- 111 -

(1.0) 1 (2.0),

[ 70] Wave 1.0 ~ 3.0

,

[ 25]

Progressive

Flexible ,

Storytelling

- 112 -

3)

(1)

[Clean & Pure], [], [Healing],

- 113 -

(2)

CI ,

[ 71]

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CI

[ 72]

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, , 7, , , , , , , , , 3, , , , ,

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[ 27]

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/

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[ 74]

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3)

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- 118 -

(2)

[ 76]

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[ 77]

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(4)

,

,

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[ 81]

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- 122 -

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, JCC .

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PR, PR, /

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[ 30]

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kr.ejejutrade.com() Discover

39 sobi.jeju.go.kr 40 yjob.jeju.go.kr

- 133 -

41 smartgrid.jeju.go.kr Discover42 jejuenv.jeju.go.kr 43 http://hallaeco.jeju.go.kr Heal44 jejuwnh.jeju.go.kr , , Heal45 wnhcenter.jeju.go.kr Heal46 geopark.jeju.go.kr , , Discover47 www.haenyeo.go.kr Discover48 WCC wcc2012.or.kr , , ,

, Heal

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- 134 -

77 38 () ,

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(http://english.jeju.go.kr/)

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[ 91] [ 92]

- 136 -

(2)

Kotra JDC

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http://www.investkorea.org/ikwork/reg/eng/index.jsp?l_unit=90202&m_unit=90308&code=13701&category=1

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- 137 -

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[ 31]

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[ 101]

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- 154 -

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[ 102]

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[ 103]

: , , (1999),

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,

[ 104]

4

1

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[ 108]

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2013 1% , 0.058% 4~5%

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: 33 : 1, 106

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[ 110]

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[ 112]

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- 174 -

3. ,

SNS

[ 114]

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2013 Social Media Marketing Industry Report, 2013 SNS 62% /47%

/43% eMarketer Analysis, 2012

- 175 -

5

1

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5

[ 115] 5

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CMM City Marketing Maaturity 4

21

[ 35] CMM

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- 182 -

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/ , / (MI) BI Contact Point /MICEInbound inbound / /

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- 185 -

/ Data /

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- 186 -

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,

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2013 ,

[ 120]

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- 187 -

(3) () BI BI

Contact Point

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3. /MICE

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)

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2) MICE MICE

,

(1) , (Union of

International Association) 2009 2(2008 3), 6(2008 8), 29(2008 38)

[ 121] MICE

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IUCN

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(3) () ,

(), (1 2 ),

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(1) (1 18.4%,

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: KREI 64, 2013. / www.kosis.kr

(2) , J, , ,

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- 196 -

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(1)

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[ 123] (2004~2011) [ 124] (2005~2012)

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- 199 -

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, , , ,

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30% SNS

[ 126]

:

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[ 127]

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[ 128]

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[ 129] 2012 [ 130]

[ 131]

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(2)

- 207 -

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,

[ 132]

:

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,

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[ 133]

:

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3. /MICE

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(1)

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)

(2)

,

(3)

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- 210 -

(4)

, ,

[ 134]

:

,

,

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[ 135]

:

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(1)

MICE ,

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7 , 3, 7

[ 136] MNICE

: 2012 , -

- 213 -

(2)

, , MICE

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- 214 -

(4)

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[ 137] MICE

:

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- 215 -

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- 216 -

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- 218 -

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:

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, . , ,

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.

(2)

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, . , ,

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[ 142]

:

40% , ,

- 221 -

, , ,

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[ 143]

:

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- 222 -

2)

,

(1)

,

[ 144] (2004~2011)

1

WTO/FTA , FTA

(2)

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- 223 -

(3)

( ) ,

(4)

, ---

- 224 -

[ 145]

:

72% , 36%

DB .

[ 146]

:

3

I. ,

4

[ 37]

3

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1. 10

,

[ 147] 10

, 3

1, 2

2. 3, 10

[ 148]

3.

,

[ 38]

4

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I.

,

,

5 (Marketing Maturity Assessment )

5 / ( 1.34)

, .

,

/

( 1.76)

, , , SNS

/MICE ( 1.65) , /,

,

, MICE

( 2.25)

- 234 -

,

// ( 2.04)

,

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5 5 .

10(2000~2010) 621.8%( ) ,

' ' , ( ) .

, .

,

1970 I LOVE NY , , TV .

. , 35 INY .

, , , ,

64 504 1, 862 327 407 2013, 2011

: 2000 2006 , 2006 2007

2008 ( 2007 53 2008 401 ())

- 235 -

: ,

2004 . ( : , , : ' .' ' ' )

: 2000 002

: 2000 '2000 , '2003 ', '2008 '

: , ,

8 (Sziget) : 1993 ' ' ,

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.

: 2 Pure

: , , ,

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, ,

,

[ 149] IBM

:

[ 150]

- 236 -

: 2000 : , 2002 : - 2005 (

), 2002 : , 2004 : , 2013 , ,

: 6 (, , , , , ) . , ,

[ 39] ( )

2012 2011 2010 2009 2008 3, 990 7, 615.6 21, 030 20, 490 26, 900 HS HS LG AD

[ 40] ( )

2012 2011 2010 2009 2008 - 990 2, 570 2, 460 2, 998 - KECC

2013 8 , , , , 7

(/, , /MICE, , //

) SNS 4 (Digital Jeju) (Globalization Jeju) (Experience Jeju) (Internal Capability)

- 237 -

[ 41]

- ( , , DB )-360 (/ )- -

DiscoverDiscoverDiscoverStory

/

- ( )- - ( )-

DiscoverStoryDiscoverHeal

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DiscoverDiscoverDiscover

/ MICE

- (G Star) - ( )- ( )

DiscoverHealDiscover

- (Eco Place)- - ( )-

HealStoryStoryStory

- - - (Jeju Select- , Premium Dining- , )

DiscoverDiscoverHeal

- 238 -

[ 42] /

2014 2015 2016 2017 2018 2019 2020 2021

8 20 5

360 1.55 2 0.5 0.8

1.5 1 0.5 0.5 0.5 0.5 0.5 0.5

MV

3.4

1 3.2 6.5 6.5

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0.3 2 3.3 2.3 3 0.3

,

DB 1.6 5 0.3 0.6

2 0.5 0.3 2

DB 1

G Star 23

1 1 2.5 0.5

1 22

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Jeju Select

2 1 0.5 0.6

3.7 0.9 0.9 0.2

4.05 25.4 51.2 54.1 16.8811.73

28.53

10.33

202

- 239 -

II.

(Digital Jeju) (Globalization Jeju) (Experience Jeju) (Internal Capability)

[ 43]

( ) ( )( 5 )

: Discover / Heal / Story

5 : / /MICE

( 21) 360 , (/ ) ( ) Contact Point (

- 240 -

) ( ) ()

- 241 -

1. ()

- 242 -

Discover (Global Jeju net) ()

: ,

,

: : ,

( ) 77

77 Invest/Discover/Heal/Story SNS (SNS : 6, , UX

Korea, , Puls-K ) () ( DB )

( )

, ,

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, , ,

One Stop ,

2015 2016 2017

77

,

,

,

,

(: )

2015 2016 2017 1.0 1.0

2.0 2.0 5.0 15 20

5.0 5 5.0 5

51

: 2 : 2 DB0.5 Customizing : 0.5

: 2 : 2 DB0.5 Customizing : 0.5

- 244 -

(www.newzealand.com) , .

,

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, One-Stop ,

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,

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Discover 360 ()

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- 247 -

,

SNS

SNS . DB

2014 2015

SNS

/ MICE /

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- 248 -

(: )

2014 2015 2016 2017 SNS

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SNS (3 )

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Discover ()

:

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, /

2014 2015

,

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2.5

- 251 -

Story ()

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- 253 -

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- 256 -

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- 257 -

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- 336 -