Place Branding Strategy Using IDEA Model

• 발행기관: 한국상품학회
• 저자명: Chaudhry Jamil Ahmed Suh Yong Kun
• 간행물 정보: 『상품학연구』제29권 제6호, 107~118쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2011.11.30

영문 초록

Jeju Island is a special self administrated province of South Korea, known for its clean environment, scenic landscape and legendary historic cultural background. It is a tourists heaven and destination of choice for visitors originating from mainland Korea, Japan, China and neighboring countries, who throng it in large groups to ignite their romantic appetite, add spice to their lives and strengthen their spiritual energies. However, its potential as an international tourist destination is still not fully recognized and realized. The paper suggests IDEA- a new personality brand model (Identity, Differentiation, Emotion bonding and Aura), to put Jeju at par with its competitors. If fully adopted and implemented, IDEA may catapult Jeju to new heights through harnessing measures revolving around Identity, differentiation, emotion bonding and aura.

목차

Ⅰ. Introduction

Ⅱ. Background for Jeju Tourism

Ⅲ. Place Branding

Ⅳ. Jeju Branding Strategies using IDEA Model

Ⅴ. Discussion

Ⅵ. Conclusion

References

키워드

branding strategies IDEA model Jeju island