관계인구 확대를 위한 브랜드 자산 구축을 통한 마케팅전략 - 통영시 사량도(蛇梁島)를 중심으로 -

초록

Our country is currently at a point of crisis where the extinction of local areas including islands is in progress. At this point, a marketing strategy through branding of Saryangdo in the southern sea of ​​our country is considered necessary for increasing tourists and expanding the related population. Therefore, this study aims to present a marketing strategy plan that establishes the uniqueness of the island and strengthens the fishing village station through branding in order to expand the related population centered on Saryangdo in the southern sea. To this end, we first examined related literature to investigate the current status of islands in our country, the general status of Saryangdo, the status of tourists, and landscape and cultural resources, and reviewed in-depth previous studies on the related population, brand strategy, and brand assets related to this study. Through this investigation and research review, we presented the following marketing strategy through branding of Saryangdo. First, we present brand awareness, brand image, perceived quality, and brand loyalty as the main components of brand assets. Second, by branding Saryangdo's tourism resources as Love Island, we propose a process for building a valuable customer-based brand asset through the formation of the Love Island brand image, establishment of brand positioning, formation of brand identity, and increase of brand loyalty. Third, we change the brand name of Saryangdo(蛇梁島) to Love Island and position it. Based on this, we propose the necessity of building brand identity and developing unique storytelling marketing, various programs, and events for the formation of brand assets, and the necessity of developing high value-added digital content for attracting young tourists and digital nomads. Fourth, we must foster an overall tourism ecosystem for developing related tourism products and pursuing and establishing tourism industry through the branding of Love Island. It is believed that fostering an ecosystem for the tourism industry will induce economic value creation and improvement of the quality of life of local residents, and will be very effective in attracting related populations for related industries in addition to tourists. Translate into English.

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