전라남도 녹색농촌체험마을 B․I 개발 방안에 관한 연구

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Analysis on Brand Identity Development plan of
Jeollanam-do Green Rural Tourism Village

Jeong Jae Hoon
Advisor : Prof. Lim Chae Hyeong
Major in Package Design,
Graduate School of Design Chosun University

Farm villages have been valued as a source of food which sustain nations and societies, as well as supporting the human life. However, as our societies became intensively industrialized, the value of farm villages were disdained for quite some time. Only recently it is having its value reassessed as de-industrialization occur and environmental problems such as global warming threaten the existence of mankind. Also, spreading of the 'green tour' according to the well-being trend on the rise, and the '5-day work per week' schedule is expanding its capacity as a place of rest, experience and learning.
Korean farm villages not only ensure the stable food supply for the citizens, but also contribute to the preservation of the environmental ecosystems such as subterranean water, atmosphere, soil and vegetation. It also acts as an amenity facility consisting of wonderful views, traditional culture and leisures, and help balanced regional development. The total value of this pluralistic system reaches vast 29 trillion won each year.

With the rise of the 21st century, the Korean government started to utilize such values of farming villages, seeking to achieve the revival of farm villages which are rapidly aging and depopulating. Practical approaches such as 'Beautiful Village Renewal Project' (Ministry of Public Administration and Security), 'Green Farm Village Experiencing Project' (Ministry of Food, Agriculture, Forestry and Fisheries), 'Traditional Theme Farm Villages Project' (Rural Development Administration), 'Cultural Village Development Project' (Korea Agricultural & Rural Infrastructure Corporation), 'Mountain Resort Village Development Project' (The Office of Forestry) and Fishing Experience and Tourism Village Development Project' (The Ministry of Maritime Affairs and Fisheries) are in place to realize this aim.
There are currently 685 villages adopting the 'Green Farm Village Experiencing Project' in 2010 with an estimated budget of 175 billion won supporting its practice. They are aiming for 850 villages by 2017.
Such farming projects are helping the agricultural economics to an extent, by developing rural-urban exchange programs such as '1 company, 1 village Project' which widens people's recognition of farm villages to places of leisure and experience as well. The increase of tourists visiting farm villages are increasing by 66% every year, and incomes from their experience sessions and local specialty sales in turn help the local economics. However, due to the character of the projects, different departments offer different support systems to projects with general similarities. This is incurring confusion between the names, operating principles and methods of different projects, leading to a considerable amount of problems being disclosed in terms of the brand identity and promotional marketing aimed at the urban consumers.

This study is an investigation, research paper on the brand identity and marketing problems of the Green Farm Village Experiencing Project. It also offers alternatives to achieve a more bountiful agricultural income than the urban-rural interchange that the project aims at, due to an unsatisfactory outcome of the Green Farm Village Experiencing Project.
Alternative Title
Analysis on Brand Identity Development plan of Jeollanam-do Green Rural Tourism Village
Alternative Author(s)
Jeong, Jae Hoon
조선대학교 디자인대학원
디자인대학원 브랜드패키지디자인학전공
Awarded Date
Table Of Contents
제Ⅰ장 서론 1
제1절 연구의 필요성과 목적 1
1.연구의 배경 1
2.연구의 목적 및 필요성 4
제2절 연구의 범위 및 방법 6
1. 연구의 범위 6
2. 연구의 방법 7

제Ⅱ장 이론적 배경 8
제1절 녹색농촌체험마을 조성현황 8
1. 그린투어리즘과 녹색농촌체험마을 조성 8
2. 녹색농촌체험마을 조성현황과 실태 15
제2절 지역브랜드와 브랜드디자인의 개요 21
1. 브랜드의 정의 및 기능 21
2. 지역브랜드와 녹색농촌체험마을 24
3. 녹색농촌체험마을 B·I 개발 내용과 체계 26
4. 녹색농촌체험마을 B·I 개발의 필요성 29

제Ⅲ장 녹색농촌체험마을 B·I 현황 분석 및 개발방향 31
제1절 녹색농촌체험마을 현황 분석 31
제2절 녹색농촌체험마을 B·I 분석 40
1. 분석대상 40
2. 분석방법 및 결과 42
제3절 녹색농촌체험마을 B·I 개발방향 48

제Ⅳ장 소비자 설문조사 및 분석 51
제1절 조사방법 및 개요 51
제2절 소비자 설문조사 분석 52
1. 응답자의 일반사항 52
2. 농촌체험마을에 관한 질문 53
3. 분석결과 65

제Ⅴ장 결론 66
조선대학교 디자인대학원
정재훈. (2010). 전라남도 녹색농촌체험마을 B․I 개발 방안에 관한 연구.
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Art, Design, & Physical Education > 3. Theses(Master)
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