농·특산물의 가치창출을 위한 스토리텔링 방법 연구 - 서산 육쪽마늘을 사례로 -

Abstract

This study examines the process of developing and applying a storytelling method for agricultural and special products as a way to make use of them as local resources and generate value added. While the existing cultural content business has paid special attention to the usefulness of storytelling, it is difficult to find a case study of it having been combined with agricultural and special products in a systematic way of treating them as specialized local resources. In an effort to explore the possibilities of agricultural and special products as multi-faceted specialized resources, the study identified three stages ① identifying and examining characteristics, ② systemizing storytelling, and ③ devising a value creation strategy and applying them to an actual case of "six-clove garlic of Seosan." Stage 1 of identifying and examining characteristics looked at the high quality of the six-clove garlic from Seosan, traditional play with garlic, and current annual garlic festivals. Stage 2 of systemizing storytelling confirmed the high local connections, quality efficacy, and transmitted culturality of the six-clove garlic of Seosan and developed two narrative concepts: ① "garlic similar to the purity of Mt. Dobi and Cheonsu Bay" and ② "the garlic wife to dispel evil spirit" based on the clean natural environments of Mt. Dobi and Cheonsu Bay and the traditional culture reflected in garlic. Stage 3 set the following strategies based on the two narrative concepts. This was in order to promote the concept images: brand of the garlic wife character, the development of Tourism Contents, the presentation of region-specific creative puppet shows, and the development of a theme park. The significance of the study to industry practitioners and the wider literature is that it identifies and systemizes the six-clove garlic of Seosan as local cultural content through its storytelling and explores the possibilities for its commercialization and the generation of added value.