평창 판관대(判官垈)이야기의 문화콘텐츠 발굴 및 활성화 방안

Abstract

This paper discusses cultivating and proliferating cultural contents with the stories about ‘Bongsan’ shrine and ‘Pangwandae.’ It purposes to advertise Pyeongchang with the cultural contensts and storytelling of them based on the stories about ‘Pangwandae.’ It follows new mind-map from keyword prototype, conceptural inspiration, expanded association and business marketing. It looks for the story prototype of “Bongsan shrine and ‘Pangwandae’ and the contextual keywords of the structure. Prototypes should be the place of conception. Structual keywords should be visiting Pangwandae, love and the pub, bridal ceremony, prophecy of the pub host, fight against evil and Feng-shui. Again, it focuses on the cultural merchandise and the development of industrial as for the marketing strategy of inspiration and association. It provides two ways of cultivation and proliferation of cultural contents connected with storytelling marketing. First, the place marketing connected with visit, bridal ceremony, and Feng-shui. Yulgok character industry with the prototype of conception place, destinations for couples with Pangwandae’s symbolic image for bridal place, and Feng-shui with ‘Great Absolute’ would be suggested. Second, story marketing with love and the pub-host, the prophecy of host, and fight against evil. Decorating destinations and accommodation with the story and public performance of the story could be proposed.