What is the Breakthrough for Jeju Tourism Amid Excess and
Insufficient Demand?
관광 수요의 과잉과 부족 사이, 제주 관광의 돌파구는?
2024 Korea Marketing Integrated Academic Conference ( Service Marketing Association )
단독저자: 정혜진 교수 서울과학기술대학교 hjchung@seoultech.ac.kr
Abstract
Major Challenges for Jeju Residents
The dilemma of "overtourism" isn’t just a European issue; it’s a pressing concern for Jeju
Island, a unique natural paradise shaped by volcanic landscapes and pristine coastlines.
Recently, Jeju has faced internal and external challenges, including rising prices and
reports of unfriendliness in the tourism industry, sparked in part by the so-called “fatty
pork incident” that stirred discontent among domestic tourists. With the lifting of COVID19 travel restrictions, international destinations are once again becoming popular
alternatives for Korean travelers, leading to concerns that Jeju could face a lasting
negative reputation, or “labeling effect,” which could drive tourists away in the long term.
Local residents are dealing with their own set of challenges. With annual tourist numbers
reaching twenty times the island’s population, they face high costs of living, environmental
degradation, and severe traffic congestion. Despite these burdens, Jeju’s per capita
income remains among the lowest in the country, highlighting the lack of a “trickle-down
effect” from tourism revenue that leaves residents feeling the financial benefits do not
reach them.
Historical Context;
Governance and Policies
Ten years ago, as living on Jeju became trendy, similar issues emerged between residents
and both local and international visitors. Complaints from tourists about high prices and
service have been longstanding, pointing to missed opportunities to address these issues.
Much of the blame is directed at Jeju’s government. Since becoming a Special SelfGoverning Province in 2006, Jeju has enjoyed unique administrative autonomy. However,
with tourism policies shifting every four years due to local elections, consistent, longterm strategies have been lacking. While there has been ongoing debate on improving the
quality of Jeju tourism, critics argue that results have been limited, and efforts to
implement meaningful change have been insufficient. One criticism is that policies have
often focused on foreign tourists, even though domestic visitors account for 70% of the
island’s tourism.
Picture: Unsplash.com
The "Promise with Jeju"
campaign
To address these concerns, the Jeju Tourism Organization and the Jeju Tourism
Association have launched the "Promise with Jeju" campaign, encouraging respect, fair
pricing, and quality service for all visitors. Participants are nominated by previous
participants to pledge their commitment to specific actions, either by selecting from
pre-written pledges or creating their own.
Picture: Unsplash.com
Moving Forward: Long term
Improvements
Looking ahead, the Jeju Tourism Organization’s initial focus is on encouraging resident
participation in the campaign and overseeing tourism management. New projects, such as
tourism product development, are expected to follow gradually as part of long-term
improvements.
Picture: Unsplash.com
Key words: Jeju tourism, sustainable tourism, Local Engagement, Promise with Jeju
Campaign