The purpose of this study is to present the role and direction of commercial function development of the Turtle Island commercial district in line with the vision of the Turtle Island district as a marine leisure complex based on an analysis of the current status, conditions, and potential of the Turtle Island commercial district in Siheung City.
The policy significance and key issues of developing the Turtle Island commercial district are as follows.
First, as a key attractive element of the Turtle Island district, Siheung City's new growth landmark, the development of the Turtle Island commercial district has high policy value in terms of Siheung City's mid- to long-term development strategy.
Second, the development of the Turtle Island commercial district requires a policy approach in terms of developing a large-scale central commercial district and revitalizing the commercial district beyond the scope of the usual small business and local commercial district support policies.
Third, in the Turtle Island commercial district, the problem of transitional commercial vacancy due to delays in commercial district formation, which is common in new city commercial districts, is particularly serious, and resolving this problem is a key task for revitalizing the commercial district.
Fourth, the scale of commercial facility supply on Turtle Island was calculated on the premise of a large-scale influx of leisure and tourists, so implementing a model for coexistence of leisure and tourism anchor facilities and the hinterland commercial district is an important part of the Turtle Island commercial district development policy.
Lastly, it is appropriate that efforts to revitalize the Turtle Island commercial district in accordance with the usual small business support policy should be aimed at increasing the utilization rate of the commercial district by the inflow of the leisure and tourism floating population and the resident population in the region.
The Turtle Island commercial district development policy was presented by dividing it into three major sections in terms of content. First, Turtle Island commercial district specialty development strategy and branding plan (commercial district structure sector).
Second, maximizing leisure and tourist inflow and tourism-commercial development strategy (tourism development sector). Third, establishment of a public-private cooperative commercial district management system and core business planning (business entity sector).
Detailed tasks for developing the Turtle Island commercial district were proposed as follows.
• (Commercial district specialization) Specialization and differentiation of commercial functions as a strategy to strengthen the attractiveness of commercial districts
• (Commercial branding) Review of branding plans according to the entire Turtle Island commercial district and specialization by region
• (Self-sufficiency function) Enhancing commercial district self-sufficiency by attracting consumption demand from the resident population in the hinterland residential area
• (Distribution base) Consider attracting large-scale shopping facilities using unsold distribution facility sites
• (Tourism development) Establishment of a stay-type tourism base that takes advantage of the characteristics of an urban tourism complex
• (Tourism-commercial linkage) Develop a linkage program to maximize the inflow of tourists into the commercial area
• (Establishment of governance) Formation of a driving force for private-led local development projects
• (Tenant) Develop comprehensive prescriptions to increase the occupancy rate of shopping malls, which is a major prerequisite for revitalizing commercial districts
• (Event) There is a need to plan events such as festivals and competitions considering the linking effect of increasing commercial sales.
• (Publicity, marketing) Develop effective publicity and marketing strategies considering Turtle Island’s commercial structure and location conditions