An International Comparisonof Investment Promotion Websites: Jeju Korea, PEI Canada & Hong Kong

서지정보

ㆍ발행기관 : 세계섬학회 ㆍ수록지정보 : World Environment and Island Studies / 1권 / 1호
ㆍ저자명 : Kenneth R. McLeod

영어 초록

This study assessed the Jeju Provincial Government's investment promotion Jeju Free International City (JFIC) website in comparison to Hong Kong’s best practicesubnational Investment Promotion Agency’s (IPA), InvestHK, and Prince EdwardIsland’s IPA, Invest PEI. The study assessed four website dimensions that are recommended for information dissemination to potential investors: information architecture, design, content, and promotional effective- ness. This study is basedon Theodore Moran’s promotional development work, and the Multilateral Invest-ment Guarantee Agency’s (MIGA) recent IPA performance study.The JFIC website exhibited a low overall website performance score of 44%, compared to PEI (68.8%) and InvestHK (90.2%). Jeju’s Content performance (16%)was far lower than the Invest PEI and InvestHK (28% and 47% respectively) IPA scores, and this is what provides investors crucial information such as the IPA’s purpose, core (location) information, and credible, sector specific infor- mation. The JFIC site results also show weak promotional effectiveness of the website in terms of IPA branding, contact information and being easily found in basic Internet searches. The results of this assessment are consistent with MIGA’s findings between best practice IPA’s and developing IPA websites (2006).Recommendations include that Jeju Special Self-governing Province (JSSP) revisethe JFIC website entirely, or remove it and provide its full support to enhance theJeju Development Center’s website. The same website evaluation could provide useful feedback to dramatically increase the effectiveness of the JDC website as well.A true ‘one stop shop’ to service investors would be the most effective solution.Finally, it is recommended that the Investment Climate Survey be undertaken to clearlyidentify what sector specific information can be promoted to investors on the website.The information for investors will then match Jeju’s impressive progress forwardin its development.

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