Strengthening consumer experience to increase awareness of rural tourism brand ‘Byeolchon’ Flexible identity design study

This study proposed a brand redesign using flexible identity design to improve the awareness of the excellent rural experience resort brand ‘Byeolchon’. By analyzing the cases of five overseas rural tourism brands, including Gîtes de France, Agriturismo, and Farm Stay, it was found that flexible visual identity is effective in improving consumer awareness in response to changes in consumer communication and media. Flexible identity redesign drafts 1 and 2 were developed and a survey was conducted targeting 200 consumers, and draft 1, which received high evaluations in participation and attention, was selected as the final draft. It was designed as a system that can be flexibly applied according to consumers’ positive experiences, seasons, regions, and media, and increases brand awareness through emotional connection and visual repetition. As a result, flexible identity can be suggested as an effective strategy to secure flexible uniqueness and scalability of rural tourism brand appeal.