Place Branding Strategy Using IDEA Model

Jeju Island is a special self administrated province of South Korea, known for its clean environment, scenic landscape and legendary historic cultural background. It is a tourists heaven and destination of choice for visitors originating from mainland Korea, Japan, China and neighboring countries, who throng it in large groups to ignite their romantic appetite, add spice to their lives and strengthen their spiritual energies. However, its potential as an international tourist destination is still not fully recognized and realized. The paper suggests IDEA- a new personality brand model (Identity, Differentiation, Emotion bonding and Aura), to put Jeju at par with its competitors. If fully adopted and implemented, IDEA may catapult Jeju to new heights through harnessing measures revolving around Identity, differentiation, emotion bonding and aura.