​1. Study Objectives and Methods

￮ Jeonbuk's Representative Tourist Site Promotion Project is a financial provincial project that will invest a total of 1.4 trillion won over 10 years. Its primary goal is to foster and activate competitive and specialized tourist destinations. The project aims to increase the number of tourists to the province's representative tourist destinations by promoting connections and expansion with nearby tourism resources. This initiative is considered a crucial project in the field of tourism. 

￮ After the conclusion of Jeonbuk's Representative Tourist Site Promotion Project in 2024, the goal is to discover and utilize tangible and intangible tourism resources, such as nature, culture, and history, that possess the potential for development as premium tourist destinations with unique, distinctive characteristics. The underlying assumption for this research objective is the activation of content and the enhancement of global competitiveness as part of the 8th local government's tourism policy.

￮ In this study, a comprehensive evaluation of the existing Representative Tourist Site Promotion Project is conducted, and through the derivation of implications, directions and strategies for the follow-up development of representative tourist sites are proposed. 

￮ This study aims to derive implications by analyzing the current status of tourism infrastructure projects and tourism promotion projects under the Jeonbuk Representative Tourist Site Promotion Project. The study includes a comprehensive analysis of the qualitative and quantitative outcomes of the representative tourist sites, along with an overall impact analysis. Additionally, the study proposes criteria for selecting follow-up projects and the selection process for follow-up projects (draft) and suggests establishing and improving an evaluation system. Overall, this study presents directions and strategies for the follow-up projects of representative tourist site promotions.

￮ To enhance the completeness of the analysis of the performance of representative tourist sites and the study on new follow-up representative tourist site projects, an expert advisory meeting was conducted.

 2. Performance Analysis and Implementation Strategy

￮ Jeonbuk’s Representative Tourist Site Promotion Project has yielded the following outcomes: Firstly, regarding outdoor tourist sites, the introduction of indoor attractions on site has minimized the impact of seasons, ensuring a continuous influx of tourists. Secondly, despite the unique challenges posed by the COVID-19 pandemic, the project has actively developed reception capabilities and non-face-to-face tourism content, maintaining public awareness and revitalizing the tourism industry. Thirdly, focusing on representative tourist attractions, infrastructure improvement projects and utilization of local cultural and natural resources have been undertaken, enhancing the overall appeal of the region.

￮ Future projects should focus on enhancing the connectivity and content of representative tourist attractions. It is essential to secure national budget allocations, develop related projects, and improve operational efficiency. Additionally, undertaking projects that align with future tourism trends is crucial for the success of the initiatives.

￮ The strategy for advancing future projects should include the formulation of differentiated experience-based tourism content. This strategy would involve developing strategies for selecting specific themes, creating tailor-made tourism products, overcoming seasonality, transforming into year-round tourist destinations, and implementing strategies for regional economic revitalization and increased community participation.

￮ As a strategy for the implementation of follow-up projects, the current projects were discovered by establishing principles for exploration and conducting a rational exploration process simultaneously. A total of 14 projects have been selected as follow-up projects for representative tourist destinations in each city and county in Jeonbuk. Among these, there are four ongoing projects within the existing representative tourist destinations, while the remaining ten projects will be developed as new tourist destinations. 

￮ For the evaluation system and improvement plans, an evaluation process involving written assessments, on-site evaluations, and so forth was suggested to select the projects that align with the purpose and content of the follow-up projects for representative tourist destinations. Additionally, contributing to the revitalization of tourism projects, a name change for the representative tourist site promotion project was proposed. The evaluation of the selected follow-up projects was conducted with objectivity and rationality. Furthermore, when selecting follow-up projects and budget allocation, the effectiveness of the projects should be taken into consideration. In addition, to ensure the smooth progress of the project, the establishment of a “Provisional Committee for the Follow-up Projects of the Representative Tourist Site Promotion Project” was suggested for continuous project management.​

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