1. Study Objectives and Method■ Research purpose
￮ The declining marriage rate among young adults is a key factor accelerating demographic instability in Jeonbuk. While existing population policies have focused on housing and childbirth support, policy intervention at the 'wedding' stage remains insufficient.
￮ This study aims to develop a 'stay-type regional wedding model' that leverages Jeonbuk's rich natural, cultural, and historical amenity resources to reduce the financial burden of weddings for young people while attracting relationship population through visitors' extended stays in the region.
￮ The policy is grounded in population policy, with tourism and culture serving as collaborative policy areas. The primary target group includes young residents of Jeonbuk and marginalized groups (multicultural families, low-income households), with a phased expansion toward young people outside the province.
■ Research methodology
￮ (Environmental analysis) Analyzed changes in youth wedding culture (small weddings, value-based consumption) and wedding industry trends, reviewing central and local government wedding support policies and redefining weddings as regional MICE events.
￮ (Resource analysis) Classified Jeonbuk's amenity resources into four categories — natural ecology, historical culture, local lifestyle, and leisure/healing — and assessed wedding infrastructure across 14 municipalities by three sub-regions.
￮ (Perception survey and FGI) Conducted a quantitative survey of 1,137 respondents nationwide and qualitative FGI with 16 participants to identify preferences for six wedding package prototypes and key success factors.
2. Conclusion and Policy Suggestion
■ Key findings
￮ The three critical success factors for regional wedding models are overwhelming cost-effectiveness (public subsidy), food quality (F&B), and transportation accessibility for guests.
￮ Among six proposed packages, the 'All-in-One Stay Wedding' (resort-based) and 'Chunhyang Romantic Wedding' (storytelling-based) recorded the highest preference scores, while the 'Rural Experience' type scored below 50 points, requiring repositioning as supplementary event products.
￮ A total of 9 detailed models were developed across three categories: Flagship (2), Specialized (4), and Event-type (3).
■ Policy suggestions
￮ (Branding) Establish the 'Jeonbuk Signature Wedding' integrated brand with a certification system to ensure service quality.
￮ (Two-Track incentives) Provide wedding cost subsidies for Jeonbuk residents and stay/tourism vouchers for non-resident visitors.
￮ (Infrastructure) Secure all-weather facilities (Plan B indoor spaces, large tents) and operate shuttle buses from KTX stations to wedding venues.
￮ (Governance) Designate the population policy department as the lead agency, with tourism/culture as a partnering department. Public agencies provide hardware (spaces, infrastructure), while private partners deliver software (planning, F&B, operations).
￮ (Policy linkage) Link with youth housing (public rental priority), stay-type tourism (workcation), local economy (Hometown Love Donation Act), and relationship population management (honorary resident membership).
