Abstract
The purpose of this study was to examine the business model of sports tourism utilized by the South Korean walking trail "Jeju Olle", leading to social change not only domestically but also internationally. Jeju Olle was opened in 2007 and currently it offers 26 courses (totaling 425 km). From 2011 to 2014, over a million Korean walkers rushed to Jeju, causing a walking tour boom. Jeju Olle has changed the leisure-time activities, regional economy, and policies of Korea and it is spreading to Kyushu Olle and Mongol Olle. Ms. Myung-sook Suh, the founder of Jeju Olle, serves as the president of the Jeju Olle Foundation, a non-profit organization (NPO) that operates without dependence on administrational subsidies. The NPO succeeded in transforming an old country road into a fashionable trail decorated with a gentle feminine sensibility that has become known as the "Olle" brand. The NPO’s business operates on revenue from membership fees, company sponsorships, and sales of original brand products and it is supported by a large number of volunteers. Thus, it is a sustainable business model made possible by its financial independence, enthusiastic followers, and brand image, based on female sensibilities and flexibility, and it represents a new global approach to health promotion.
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