Analysis
For background information, Hallasan National Park, built in 1970, located on the southernmost island of the Korean Peninsula. The park covers 158.386 km2 of land, of which 91.62km2 is designated as a natural reserve where animals and plants are designated, protected, and managed as natural monuments. The Jeju Tourism Organization (2013) has reported that the number of visitors received by Jeju Island in 2013 exceeded 9.6 million, an increase of 12.5% over 20121. Hallasan National Park is classified as natural heritage conservation. Lam (2010, p.22) mentions that Mt Hallasan was designated as a National Park on 24 March 1970 and as an area under the UNESCO Biosphere Reserve in December 20022. As Hallasan mountain is located exactly in the middle of Jeju Island and can be accessed from all sides fairly easily. Outdoor lovers who love hiking, especially hikers are the main target market. For the product life cycle, Hallasan National Park is in the growth stage. Benma Industrial Co, Ltd, a real estate developer based in northeast China, has agreed to inject US$300 million into a resort complex in Jeju in collaboration with local resort operator Skybridge (“Seogwipo Tourism,” 2011)3. Further development may appeal to more visitor and increase awareness of Hallasan National Park as commercial resort facilities are built in surrounding areas.
For the Hallasan National Park’s success factors, KpopStarz (2013) states that the successful of the Korean popular culture make a significant destination image for South Korea 4. And Jeju Island is often used as a filming of Korean origin, Hallasan Mountain, thus, successfully gain more awareness on foreign media. Also, Jeju Island offers an unspoiled natural environment. Mark (2010) points out that because of the Jeju Volcanic Island and Lava Tubes, UNESCO designated the island and its lava tubes as being “Natural Heritage Sites” in 2007 5. It was then designated a Global Geopark in 2010. And for the limiting...