human capital development in tourism
TRANSCRIPT
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
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
(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
(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
(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
(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
(사)제주올레가 하는 일
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JEJUOLLE WORKSHOP: With a small fishing village
Opening up a channel for
direct merchandise of sea
products
(사)제주올레가 하는 일
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JEJUOLLE WORKSHOP: With a citrus village
Developing various products from
left-over tangerines
(사)제주올레가 하는 일
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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
Thank you
Inquiry. Jeju Olle Foundation Tel. +82 (0)64 762 2170 Fax. +82 (0)64 733 2170 Web. www.jejuolle.org