Brand Positioning of Nature Center of National Park

This study was conducted to present basic data for establishing management and operation plans for the Nature Center of a National Park through a brand positioning analysis of facilities with characteristics similar to that of the nature center. For this study, similarities between comparative facilities were analyzed using the importance of attributes derived through a review of existing studies and the researcher’s subjective opinion. Multiple regression analysis was conducted to confirm the direction of each attribute vector. The survey was conducted online, and 433 valid samples were used for the analysis. For respondents who had heard of the Nature Center, it was confirmed that the Nature Center and the National Forest Education Center were in the same quadrant, and the Natural Environment Training Institute and Youth Center were very close, while the Recreation Forest was in an independent location. However, for respondents who had never heard of Nature Centers, it was confirmed that the National Forest Education Center and Natural Environment Training Institute were similar and that the Nature Center was in an independent location. As a result of an additional analysis of vectors for the 10 attributes, it was found that the Nature Center had strengths in terms of naturalness and ecotourism attributes. Based on the derived results, future management and efficient operation plans for Natural Centers are presented