K- Forest Therapy: Brand Equity Perspectives

K- Forest Therapy: Brand Equity Perspectives

This study is based on the concept of Korean Forest Therapy, “Activities to improve the human body’s immunity and health by utilizing various elements of nature such as fragrance and scenery” (Forest Culture and Recreation Act, Article 2, Korea Forest Service 2005). In the wellness era, a future policy study of sustainable K- Forest Therapy from a brand equity perspective was adopted. Accordingly, research was conducted on creating therapeutic forest spaces and developing forest therapy programs through training professional forest therapeutic instructors based on the legalization of scientific Korean forest which is receiving attention as Hallyu cultural products in the global market has spread. Due to rapid urbanization, people seek solutions to mental illness and stress in forests. Studies have reported that nature-based green environment activities have positive effects on health and well-being. Such activities can heal chronic diseases and help improve emotional stability and immunity. Therefore, in this study, through the unique cultural background of Korean forest therapy and sustainable forest therapeutic legislation, it is a high-quality forest therapy in which perceptual awareness, quality, CSR, origin, social image, and creativity are gathered, which are necessary factors for Korean wave forest brand equity.