Tourism Impacts Continuity of World Heritage List Inscription and Sustainable Management of Hahoe Village, Korea: A Case Study of Changes in Tourist Perceptions

This study examines the World Heritage List inscription's tourism impact continuity through Hahoe Village's tourists' perception changes between 2014 and 2018, and it tries to verify the direction of future management and development plans for a sustainable community. Of all the perceptions verified in this study, two noteworthy issues, such as (1) World Heritage as a tourists' brand and (2) future management of Hahoe Village as a World Heritage Site for maintaining brand equity, are discussed. In conclusion, the title World Heritage has excelled in its role as a tourism brand. Based on this role, the immediate outburst of tourism after the World Heritage List inscription affected Hahoe Village. However, even though the title World Heritage is a powerful brand that has great effect on the tourism industry, it still needs appropriate management to maintain brand equity. In the case of World Heritage, the target object of management is located at a trade-off point of interests between preserving heritage value and improving service convenience for tourists.