전라남도 녹색농촌체험마을 B․I 개발 방안에 관한 연구

Abstract

ABSTRACT

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.