1. Research Goals and Methods​

❚ Research Background and Goal

￮ In 2023, Jeonbuk State declared its vision “Jeonbuk State: Industrial Hub for K-Culture, Sports, and Tourism.” Thus, it is currently promoting a plan to establish itself as a global industrial center by transforming the region’s cultural, sports, and tourism assets into compelling global content that reflects Jeonbuk’s unique identity.

￮ Despite this policy initiative, Jeonbuk State still has significant room for improvement in terms of scaling up its tourism resources to create impactful content in an effort to strengthen its global presence.

￮ This study aimed to propose ways to develop Jeonbuk’s tourism resources into engaging global tourism content. To this end, we examined the current status of Jeonbuk’s tourism resources, identified and analyzed unique resources that offer a competitive advantage, and selected those with high inherent value. 

❚ Research Scope and Methods

￮ This study covered 14 cities and counties in Jeonbuk State for the base year (2024) and the target years (2026–2033).

￮ For the abovementioned temporal and spatial analyses, we engaged in the following research activities: investigating travel and tourism trends at home and abroad; exploring the concept of specialized local tourism and related policy trends; and conducting comprehensive surveys and analyses of Jeonbuk’s tourism resources. We then formulated strategies for transforming local resources into global tourism content and proposed relevant project roadmaps. 

￮ We identified specialized resources in Jeonbuk that offer a competitive advantage through reviews of literature and travel and tourism-related websites, big data analysis, and in-depth expert interviews. Based on our extensive research, we proposed strategic action plans to facilitate the creation of global tourism content. 

2. Conclusions and Policy Recommendations

❚ Jeonbuk’s Vision and Initiatives for Global Tourism Content

￮ As a result of the research, we developed the tourism vision “Jeonbuk Tourism: Captivating the World with K-Local Sensibility.” This vision highlights Jeonbuk’s strategic determination to synergistically adapt its unique content to the languages and emotions of the global audience to secure an edge in the global market. 

￮ To realize the vision, we set the following three key strategic goals: ① strengthening Jeonbuk’s competitiveness in emotional tourism, ② enhancing tourism infrastructures, and ③ nurturing global marketing competencies. These goals will be achieved through specific corresponding strategic roadmaps and action plans, including six projects in three content categories of nature, historical, and cultural tourism and related PR and marketing activities. 

￮ Policy recommendations include establishing an effective governance structure and strengthening private–public collaboration to reinforce the region’s ability to not only devise effective global marketing strategies but also put them into practice in order to appeal to the global market with its specialized resources. Additionally, proactive administrative and financial support is urgently needed to ensure the sustainable development and growth of Jeonbuk’s local resources into global tourism content.

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