​​1. Jeonbuk State’s ecotourism project performance and limitations

 ▮ Performance

￮ Continuous investments over the past 10 years have resulted in the creation of the “Jeonbuk Ecological Tourist Site (12 locations),” the “Jeonbuk Cheolli Trail (44 routes totaling 405 km),” and related basic infrastructures, such as visitor centers, ecological experience centers, trails, and parking lots.

￮ Additionally, Jeonbuk developed ecological experience programs,ecotourism activists (eco-managers and trail guides), delivered integrated branding (Green Expedition), and secured promotional tools, including websites, guidebooks, and pamphlets.

￮ The authorities also established the Jeonbuk State Ecotourism Promotion Support Center, a coordinating organization in charge of ecotourism education, evaluation, promotion, and support, while enacting ordinances to institutionalize ecotourism and forming city/county residential communities.

￮ Jeonbuk State succeeded in making its presence known as one of the best ecotourism destinations through the designation of three national ecotourism sites, the certification of three national geoparks, and the naming of one outstanding tourist village in the Gochang Ungok Ramsar Wetland.

 ▮ Limitations

￮ Performance-related disparities between cities and counties were witnessed based on their willingness and suitability for policy implementation and the participation levels of their residents. Furthermore, the 10-year-long cookie-cutter 

approach across project areas failed to secure competitiveness and differentiation.

￮ Focusing on infrastructure investment at the expense of fostering human resources and developing experience programs limited the region’s ability to appeal to diverse types of visitors and thus generate tourism-based revenue.

￮ The pursuit of standalone ecotourism projects left little room for creating  synergistic effects with other sectors involving geoparks and typical tourist attractions.

 2. Mid-to long-term development strategies for ecotourism in Jeonbuk State

 ▮ Vision, goals, and promotion strategies for ecotourism+ in Jeonbuk State

￮ Vision: Glocal Jeonbuk ecotourism+ embracing nature, culture, and regionality

￮ Goals:

- (Goal 1) Creating a hub for Jeonbuk ecotourism+

- (Goal 2) Building an ecotourism+ brand showcasing unique nature, culture, and history of region

- (Goal 3) Laying the foundation for sustainable ecotourism+

￮ Promotion strategies:

- (Strategy 1) Connecting and expanding ecotourism resources through the dot→line→plane process (widening)

- (Strategy 2) Creating new demand for ecotourism by combining natural ecology, history, culture, and tourism (convergence)

- (Strategy 3) Achieving sustainable ecotourism with the support of local communities (local participation)

- (Strategy 4) Embodying an ecotourism governance system through public–private cooperation (communication and cooperation)

 ▮ Policy recommendations

￮ Jeonbuk State must promote ecotourism+ policies to revitalize its ecological economy.

￮ Jeonbuk State must improve the quality of institutions and governance to effectively promote its ecotourism+.

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