Human Capital Development in Tourism

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