human capital development in tourism
TRANSCRIPT
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Human Capital Development
in Tourism
based on the case of Jeju Olle Trail
29 March 2016
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Jeju Island, the most southern part of Korea
The most beloved place in Korea
UNESCO Natural Heritage, Geopark, Biosphere Reserve
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Seongsan Ilchul-bong(sunrise peak)
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Black Basalt Stone Walls Rape Flowers
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Oreum (small inactive volcanoe)
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Oreum (small inactive volcanoe)
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Mt.Halla Seogwipo City (southern part of Jeju Island)
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Jusangjeolli Cliff (columnar joint)
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Winter
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Local Market
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26 Courses 425km
Jeju Olle, connecting dots into lines
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3 PRINCIPALS
1. No use of artificial material.
2. Avoid roadway for cars if possible.
3. Link the local village to the starting and
endpoint of every course.
3 RULES
1. Find forgotten path.
2. Connect broken path.
3. If there is no existing one, create a narrow
pathway using local materials by human labors
only.
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Friendship Trail
Global Co-Marketing Project
Friendship Trails with Swiss, UK, Canada, Japan, Australia, Lebanon etc.
Jeju Olle Trail work and communicate with global partners
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24 Sister Trail with Kyushu, Japan
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World Trails Conference
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Number of Jeju Olle Trail Visitors
More than 1 million people per year
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0
200000
400000
600000
800000
1000000
1200000
2007 2008 2009 2010 2011 2012 2013 2014 2015
Number of Jeju Olle Trail Visitors (2007-2015)
More visitors, more economic benefits to local people
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Economic Impact
Landscape Value 10 million Euro per year
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Direct Impact (Amount of money the hikers spend while traveling Jeju Olle Trail)
Unit: PAX/EURO=KRW1,195.51
※ Amount of average expenditure in Jeju per one Olle hiker : KRW 298,188 (excl. airfare/ship fare)
※ Amount of average expenditure in Jeju per one general tourist : KRW 236,152 (excl. airfare)
<by Ministry of Culture Sports and Tourism>
Year 2010 2011 2012 2013 2014 2015
Number of visitors 455,608 696,772 943,900 1,196,947 1,455,838 1,720,507
Expenditure in total 150,203,678 229,709,496 311,181,838 394,605,649 479,955,834 567,211,482
1.Traditional market sales : 30% increased
2. New accommodation 1000 places
3. Bus passengers 400% increased
4. Taxi ridership 300% increased
Changing local economy
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The most clear evidence of the economic effect is
the traditional local market came more alive
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Souvenirs create
jobs
Appearances of
new-typed work
Ganse doll
workshop
by middle-aged
woman, the
disabled
using recycled
fabrics
All these changes come from people
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(사)제주올레가 하는 일
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All these changes come from people
Jejuolle academy: Educational program that fosters
Jeju Olle guides and volunteers
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(사)제주올레가 하는 일
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JEJUOLLE WORKSHOP: With a traditional market traders
The launching of a JEJUOLLE WORKSHOP
that works with local communities to develop
and distribute products.
Selling naturally dyed fabric products made
together by market traders and Jeju Olle
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(사)제주올레가 하는 일
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JEJUOLLE WORKSHOP: With the herb village
Making herb Ganse dolls and
aroma candles from locally-
produced aroma oil
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(사)제주올레가 하는 일
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JEJUOLLE WORKSHOP: With the green tea village
Producing green tea chocolate
and ice cream with the green tea
village
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JEJUOLLE WORKSHOP: With a small fishing village
Opening up a channel for
direct merchandise of sea
products
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(사)제주올레가 하는 일
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JEJUOLLE WORKSHOP: With a citrus village
Developing various products from
left-over tangerines
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Jejuolle Tourist Information Center
Establishing a tourist center for
merchandise of local products
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People are making a difference with Jeju Olle
Staffs 20
Volunteers 500
Jeju Olle Academy Graduators 1000
Individual Donators 1300
Sponsoring Companies 13
Villages along the Jeju Olle Trail 107
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Thank you
Inquiry. Jeju Olle Foundation Tel. +82 (0)64 762 2170 Fax. +82 (0)64 733 2170 Web. www.jejuolle.org