Evaluation on Overtourism in Jeju Island

제주지역의 오버투어리즘 평가

Purpose - The main purpose of this study is to find out the relative importance of the problems caused by over-tourism in Jeju Island and to provide a clue for policy response to the problems caused by over-tourism in Jeju at this time. Specifically, we will investigate the perception of problems caused by over-tourism felt by Jeju residents through surveying Jeju residents and seek areas that require policy response, especially among problems caused by over-tourism through analysis using IPMA (Importance-Performance Matrix Analysis). Research design, data, and methodology - In this study, SmartPLS 3.0 software was used to perform IPMA (Importance-Performance Map Analysis) analysis based on PLS-SEM (Partial Least Squares - Structural Equation Modeling). Result -The first quadrant, where both importance and performance (the degree of awareness of the damage) are measured highly, is the ecological environment and living prices. On the other hand, it can be seen that the items located in the second quadrant are issues of high importance but low level of damage, but the level of destruction of local legitimacy (regional culture and habits) in Jeju Island is still not worrisome. Items located in the third quadrant includes low importance and performance, and relatively low priority, such as stench, privacy violations, and declining kindness. The issues located in the fourth quadrant should be seen as the most pressing issues, such as traffic jams, trash, damage to historical sites and damage to the real estate market Conclusion - The theoretical contribution of this study, firstly, as a relatively recent field of research, was intended to expand the theoretical understanding and base of over-tourism of the island s tourist destination by studying the problem of over-tourism, especially in the field of over-tourism, which lacks a domestic theoretical background, through literature research. Second, by addressing important issues in Jeju, we can compare problems caused by over-tourism in urban areas with those caused by over-tourism in island tourist destinations. In addition, Jeju residents attempted to analyze problems related to over-tourism into a new relationship called criticality and degree of victimization to prevent over-tourism, providing important clues in setting policy priorities for policy authorities.