A case study of Geopark activation through Geobranding and Geotrails at the Jeju Island UNESCO Global Geopark, Republic of Korea

This paper aims to identify the impact of Geotrails and 'Geobranded' activities on economic regeneration and public attitudes to conservation of geological heritage within the Jeju Island UNESCO Global Geopark. Prior to becoming Geopark sites, Suwolbong Peak Geotrail and the Gyorae Forest Geotrail were respectively in fishing and upland farming communities rarely visited by tourists. This paper outlines the changes experienced in the villages following Geotrail establishment and the operation of 'Geobranded' activities, which are resident-led programs operated in partnership with local enterprises and organizations under the Geopark Geobrand. Triangulated data from participant surveys, provincial statistics, and interviews with locals indicate that Geotrails contributed to increased local tourism revenue and economic activity, which was part of a wider increase in local households. Furthermore, event observations and survey data indicate that community participation, particularly through the Geoschool and Geoguide programs, contributed to increased local pride and awareness of geological heritage. A synergistic effect is observed between Geotrail activation, community participation, awareness of local geoheritage, and willingness to protect local Geosites. If implemented alongside education programs and efforts to maximize community participation, Geotrails could help establish a virtuous cycle between trail activation, community participation, and pride in geological heritage, helping inform how other Geosites utilize Geobrands for sustainable development.