어촌체험마을 경쟁력 및 수용태세 평가를 통한 브랜드화 전략

Study on Branding Strategy in Boseong- gun Sun- So Fishing Village based on Competitiveness and Preparedness Analysis

The purpose of this study is to find out branding strategy to improve competitiveness and preparedness on operating system in fishing village. Specially focus on Boseong-gun Sun-So fishery village from the viewpoint of exploring strategies for branding. This study consists of three major parts. The first part reviews the concepts and theoretical background on tourism competitiveness, preparedness and branding strategy. The second part examines the actual status of Sun-So fishery village especially on experience facilities and programs in the context of competitiveness and preparedness. The last part proposes branding strategy for managing Boseong-gun Sun-So fishery village especially discussed from two points of view, including Dahyang way and sea-food branding.