1. 2014-PR-10 Seouls Tourism Marketing Strategy through a Storytelling Approach

2. . 3. 3 1 . . . . - , - - 2 2 1 (Framework) 2 1 1 () (interpretation) (fictioning) . 4. 4 . 1 , , , . . - (fiction), (non-fiction) . - . , , , 5. 5 . (fiction) (non-fiction) [] () () [] [] [] 1 2 1 2 . . - 1: - 2: 1 - 3: 2 (), (), , , . - 1 , 2 . - , 6. 6 : , , , : (), (, ), , - 56 . - 10(17.9%), 13(23.2%), 4(7.1%), 29(51.8%) 4~6 . (fiction) (non-fiction) + . . - : , - : , , - : , - : , , + . . - : - : , , - : , - : , , , 2 7. 7 2 2 2 2 1 2006 2014 - 2013 5 (, , , , ) , - 2014 5 , (, , ), - - 2013 , , 2014 3 - , , , , , , , 8. 8 2 2 2 (2013) - : 2013 1~ - : - : 5 (, , , , ) 383, 546, 235, 167, 100 , , , , - , - : 35 2 2 3 , - - , , , - - ( ) 9. 9 2 3 2 3 1 . - 4P Product, Place, Pro- motion 2 , product + place promotion . - Product( , ), Place( ), Promotion( ) 10. 10 Product, Place Promotion . - - - - - - , , , - - (PPL) . - - - - - , , - - , (PPL),SNS, () . - - - - - - - -(viral) SNS, Blog, Pam tour . - - - - - - - -, - , , , 3 2 3 2 2013 . - . 5 1,400 2~3 (, , /, ) 93 - 5 : 13, 20, 22, 24, 14 - 1, 2, 52, 38 11. 11 5 < 2> - , - , , , - , - , , DDP , - , 12. 12 - , 3 - , - - , , , - - 2013 1,400 13. 13 () . - 1 , 2 , 3 - - 1 , - 2 14. 15 I 22 1 22 1 1 22 1 2 24 2 26 II (Framework) 28 1 28 1 1 28 1 2 29 2 34 2 1 34 2 2 35 2 3 37 3 40 3 1 40 3 2 42 3 3 43 3 4 69 III 72 1 72 1 1 72 15. 16 1 2 73 1 3 74 1 4 75 1 5 75 2 78 2 1 79 2 2 81 2 3 84 2 4 () 87 2 5 89 3 92 IV 96 1 96 2 98 3 99 3 1 99 3 2 100 3 3 102 V 120 1 120 1 1 120 1 2 120 1 3 122 2 125 2 1 125 16. 17 2 2 126 2 3 127 2 4 127 2 5 128 2 6 129 132 136 Abstract 142 17. 18 2-1 31 2-2 38 2-3 39 2-4 44 2-5 45 2-6 52 2-7 58 2-8 63 2-9 69 2-10 70 3-1 73 3-2 73 3-3 74 3-4 75 3-5 77 3-6 2013 5 92 4-1 100 4-2 102 4-3 103 4-4 106 4-5 111 4-6 114 4-7 116 4-8 118 18. 19 1-1 (Overview) 24 1-2 26 2-1 33 3-1 74 3-2 79 3-3 80 3-4 83 3-5 85 3-6 3 85 3-7 DDP 600 86 3-8 87 3-9 88 3-10 10 89 3-11 daum 90 3-12 91 4-1 97 19. I 1 2 20. 22 I 1 1 1 1 1 1 . - : 300, 500 (2013 ) 1 - : , . - . - (, 2011) 1 , 2013.01.22., ... 3 21. 23 - , (, 2005) - 1 1 2 . - 2013 35 5 (, , , , ) , , . - - 5 5 1,400 . - 2013 22. 24 1 2 . - , ? - ? - , ? . - - - 4P(Product, Place, Promotion, Price) 4C(Consumer value, Convenience, Communi- cation, Cost of consumer) 1-1 (Overview) 23. 25 - Product(Consumer value) Place(Convenience) - Promo- tion(Communication) Price(Cost) . - : - : - : 24. 26 2 . 1 1. 2. 2 (Framework) 3 1. 2. 3. 1. 2. 3. 4 1. 2. 3. 5 1. 2. 1-2 25. II (Framework) 1 2 3 26. 28 II (Framework) 1 1 1 (storytelling) (narrative) (telling) . - - , 1995 (, 2009) 1995 2005 . - , , ( , 2011) 27. (Framework) 29 1 2 (interpretation) . - () - , , . - ( , 2011) (, 2008) - (, 2011) (, 2012) , , ( ) (, 2008) - , , , (, 2005) (interpretation) 28. 30 (fictioning) . - () () , (narrative) (discourse) . - , . - - , . 29. (Framework) 31 Ex) -- --() --() : 14, 1 , , , : : + (135 m) 2-1 , , , . - , (2008) , , 1: , , 2: ( ) ( ) 3: (host-created contents) (guest-created contents) 30. 32 - (2008) 1: ( () ()), ( ) 2: ( ), (, , ) 3: ( , , ), , , - Fog, Budtz & Yakaboylu(2004) 5 1: (searching) - 2: (sorting) - 3: (shaping) - 4: (showing) - 5: (sharing) - - , , 3 , , , 2 31. (Framework) 33 , . - , - . - (NTSST) - (TST) 2-1 32. 34 2 2 1 . - (4p mixing) (product) ( pro- duct place ) - . - () - 33. (Framework) 35 2 2 , , . , , , (, 2008). - , , , , , , , , , , , , - , , , , - , , , , - , , , , , , , , , , , , , , , , , (, 2008) - (: , ) - (: ) (: ) - , (: , ) 34. 36 ( , , , ), , , , (, 2005; , 2008) - (: ), (: ) - , , , - (: ) - . . - - (2008) . - (: ). 35. (Framework) 37 , (ad hoc) . 2 3 . , , . - - (fiction) (non-fiction) . - . , , , , . 36. 38 (fiction) (non-fiction) [] () () [] [] [] 2-2 () - , - () - , , . - , (300 ) . () - , 37. (Framework) 39 , - () - , , - 911 . (fiction) (non-fiction) + . . + . . 2-3 38. 40 3 3 1 . - () - - 3 1 1 3 . - 1: - 2: 1 - 3: 1 2 39. (Framework) 41 3 1 2 1 (killer factors) . - , , 56 , 2 - : : () : 2014 6 : (, , , ) (, , , ) 4 4~5 19 - 95 37 40. 42 3 2 - , , , , , (Sharpe, 1982) , , , , , , , (Tilden, 1997) , - (2011) (, , ), ( , , ), ( , , ) - (2011) , , , , , , , . - (2011) , , , , , 2 , . (), (), , 2 : : : , : , : : 41. (Framework) 43 , . - 3 3 1 . 1 , () . - , , , - (), (, ), , , () (, , ) (, , ) 8 42. 44 . - - , (fun) 2.7% , 27.0% - 2.7% , . 1 4 4 8 30% . - 80% , 1 2 30% (n=37) 1 4 7 10 2 11 1 6 (%) 2.7 10.8 18.9 27.0 5.4 29.7 2.7 16.2 2-4 () 43. (Framework) 45 3 3 1 1 56 10(17.9%) , 6 - , , , , , - 1 : : , 1 - 42.3% 65.4%, 54.1% - 44.2% 74.1%, 64.9%, 57.3% - : , - : , , 54.1 65.4 31.4 18.4 42.3 74.1 9.7 57.3 15.1 64.9 44.2 : 2-5 (: %) 44. 46 1. [] : - (Via Cappello) : 2 : . : - - - 13 - - 17 13 - 5 80 - (2010) 45. (Framework) 47 2. [] : - 133 , 2002 - F. - (scenic train) - 1m60cm, 80cm - 2009 , 46. 48 3. [] : - , - , -1096 2 1294 13, , J R R -1865 (Lewis Carrol) < > (Alices Adventures in Wonderland) . , . -2001 2011 - , , . - - , , 47. (Framework) 49 4. [] : - (1999) , , -1979 - - -2011 8 . -2014 . 48. 50 5. [] : - , - 1913 - . - () - 1964 , , . -2003 -2013 100 100 100 -2012 () , - -2010 7,000 3 . - 237 100 2013 100 49. (Framework) 51 6. [] : - , , , , -2 90% - , 1930 1950 (Arctic Center) . 1984 ITV , 91 BBC . - , 100 185 , - (santa claus express) - - (Rovaniemi) 50. 52 3 3 2 1 56 13(23.2%) , 5 - ( ) , , , , - 1 : , : , - 41.4% 55.1% - 42.5% 70.8 %, 44.9%, 43.8% - : - : , , 38.0 55.1 39.5 33.0 41.4 70.8 12.4 44.9 43.8 40.5 42.5 : 2-6 (: %) 51. (Framework) 53 1. [] : - 532 537 , , 1453 -1990 - . 1 . . -- 2013 - 7 - 50 - 10 ( ) 52. 54 2. [] -3ha 16 90 . -1949 1979 - . - 900 90% , 10% , , - - , , , , , , -1893 -1896 53. (Framework) 55 3. [] : -40 612 300 1 - (Frdric Baron) A4 1 . - 54. 56 4. [] : -628 700kg - . -, , . , . - () 645 ( ) . 9 33 , - ( ) 100 , ( ), ( ) () 55. (Framework) 57 5. [] : - , , -1966 -2004 250 . - 2008 2012 300 200 - , , - (Micronation) 2006 3 1 , , - 40 56. 58 3 3 3 1 56 4(7.1%) , 4 - , , , - , . - 1 : , : , , - 42.5%, 74.3%, 47.3% - 46.2% 52.7%, 50.0%, 49.3% - : , - : , , 28.9 74.3 47.3 19.6 42.5 52.7 39.2 49.3 50.0 39.9 46.2 : 2-7 (: %) 57. (Framework) 59 1. [] : (London Eye) - 135m , , -1999 (British Airways) , (Millennium Wheel) , - , - 5 - 3 5 - , . - , , , , - 2000 , - 58. 60 2. [] : - 16 1,000 -1755 15 15 15 . - 1,343 , 16 , 15 - 2 3 - 12 , , - 5 60m 2000 2000 -1999 . 59. (Framework) 61 3. [] : (Gay Pride) - , , , 80 , , - . 1971 -1977 , , , , . , - 7 - . - -1999 - , 60. 62 4. [] : -, , , 16 (miche) , -1932 14 (retro-innovation) . 61. (Framework) 63 3 3 4 1 56 29(51.8%) , 5 - , , 2 , , - 1 : , , : , , , - - 41.7% 56.8%, 55.7% - 51.7% 65.4%, 57.3%, 56.8%, 54.1% - : , - : , , , 22.1 56.8 55.7 32.4 41.7 65.4 57.3 56.8 24.9 54.1 51.7 : 2-8 (: %) 62. 64 1. [] : - , , -6 3 . - , , - . 20 2014 1 100 (2011) 63. (Framework) 65 2. [] : One World Trade Center( ) -911 1,368( 417m) 408(124m) 1,776 (541m) . - 2001 90 3,000 , . - , - 911 One World Trade Center 2014 . 911 , , 911 64. 66 3. [] : 2 - 2 . . -1877 137 . - , , . 70% 2 65. (Framework) 67 4. [] : ( ) - ( ) , 2000 - 30 3 . - , . -1913 . 100 6~9 50 - 66. 68 5. [] : - 13 14 14 -1680 14 -1783 , 1871 , 1919 1 - , , -1979 - - : 2014 4 , , , - : - : - : , . - 2012/13 ( ) 67. (Framework) 69 3 4 1 . (fiction) (non-fiction) + - - : , - : , , - - : - : , , + - - : , - : - - : , , , - : , , 2-9 (killer factors) 2 , . - - : , : , , - - : : , , - - 68. 70 : , : , , - - : , : , , , - , , (fiction) (non-fiction) + . - : , - : , , . - : , - : , , + . - : - : , , . - : , - : , , , 2-10 (killer factors) 69. III 1 2 3 70. 72 III 1 . 2006 2014 . 1 1 : : : 2012 2013 - 2012 , - 2013 5 (, , , , ) , - 2014 5 , (, , ), 71. 73 [2012] 2 () - [2013] (5 ) , 35 1,600% [2014] , 18.2 -48.0% 3-1 1 2 : : : [2014] , 3.1() 3-2 72. 74 1 3 : : : 2013 , , 2014 3 - - 3-1 (: , : ) : [2013] , 8 - [2014] 5 -37.5% 3-3 73. 75 1 4 : : : , , - , , , , , - 2014 , , [2014] 4.9 3-4 1 5 1 5 1 (2013) : : 25 , 74. 76 1 5 2 (2013) : : 1 5 3 (2013) : : , 1 5 4 () e-book (2013) : : , , e-book - 52 28, 24 1 5 5 (2006~2009) : : , - 2006 3 3 (1879~1972) , , . 1930 75. 77 - 2007 4 - 2008 ( ), 5 - 2009 , , [2006] 12 - [2007] 20 66.7% [2008] : , , : 28 40.0% [2009] 4.1 -85.4% 3-5 1 5 6 (2008) : : e-book , , , 43 4 (1886~1965) , 41 5 (1898~1941) , . 1930 . 76. 78 1 5 7 (2007) : : 2 6 - : 2013 1~ - : 5 (, , , , ), , (, , , , , , ) - : - : 35 - : , . - , - , , 6 77. 79 - , 3-2 : 2 1 5 . , , , , , , , 383 . - 78. 80 30 - 6 , , , 61 . - 3 - QR , , , 3-3 , 4 , 27 . - , , , , , 79. 81 4 , , , 30 . - 3 , ! 11, ? 6, 7 , . - , , 20 - (), (), ( ), (), (), (), () . - , , , 2 2 546 82 . - , , , /, , 80. 82 6 4 . - (~), (~), / (~), / ( ~) , , , 100 . - , , . - , 40 - , , - , N , , . - N 40 - 81. 83 3-4 12 . - , , , 4 , . - , , , - --- -- 82. 84 2 3 , , 235 , 43 , . - 600 DDP - , - , , 7, 8, 8, 4 27 . - , , 3 . - - 3 , , 72 56m 83. 85 3-5 3-6 3 84. 86 600, . - 2013 10 11 12 - 600 DDP 3D - , , 3-7 DDP 600 85. 87 3-8 - -DDP--- -- . 2 4 () , , 167 , 41 . - , , : , 86. 88 10 . - , - , , 10 . - 18 [ ] [ ] [ ] 3-9 - 10 , 10 , 10 , , 87. 89 3-10 10 . -- -- --- , , 22 . - 2 5 , , , 100 . 88. 90 - , , . - , - 2013 10 12 24 - , 2 3-11 daum , 13 . - , , , - , , 89. 91 , 3 1 . - , , - , , . - 2013 8 11 35 3-12 , , . - 90. 92 - , , , , , 2013 5 . 5 383 546 235 167 100 (communi cation) 383 82 43 41 100 30 104 - - : 25 61 - - - - 27 40 27 10 13 30 3 - 2 3 - - 2 19 ( 18) 1 , ( , ) : : : : 3-6 2013 5 3 - - - (, 91. 93 ) (storytelling) , , , - 25 - - - . - ( ) - - 92. IV 1 2 3 93. 96 IV 1 . - 4P(Product, Place, Promotion, Price) 4C(Consumer value, Convenience, Communication, Cost) (Marketing Mix) 7 - 4 . 4P(4C) Product(Consumer value), Place(Convenience), Promotion(Communication) . - Price - 7 1948 Neil Borden (mixer of ingredients) (Borden, 1948). McCarthy 1960 4P , . 1990 Lauterborn 4P 4C Consumer value, Convenience, Communication, Cost to the consumer . 4P 4C Product- Consumer value, Price-Consumer Cost, Promotion-Communication, Place-Conv- enience 94. 97 . - . - Product , , , 2 Frame- work - Place - Promotion (, , , ) 4-1 95. 98 2 - , . - , - () - - - - , - 96. 99 3 3 1 , Product (Consumer value) + Place(Convenience) Promotion(Comm- unication) . . - Product + Place , , , , - Promotion . - Product + Place , , , - Promotion , , SNS , . - Product + Place - Promotion (viral) SNS, Blog . 97. 100 - Product + Place , - Promotion , , , Product, Place Promotion . - - - - - - , , , - - (PPL) . - - - - - , , - - (PPL) SNS () . - - - - - - - -(viral) SNS Blog Pam tour . - - - - - - - - - 4-1 3 2 (, , , ) , , , 8 . 98. 101 . - (), (), () , , , , . - 40~50 , , - 20 , , . - 20~30 , , , , (, ), , . - (, ) - () - - 8 (2007), (2014), 2013 99. 102 - () - () - () -20~30 -40~50 -20(), - - -20~30 , -(, ), (, ) - , -(, ) - -(, , ) -(), () - - -/, - , , -() - - - / - -, - -IT, , -LOHAS - - , , - (, ) -(), , -, , -, , - (K-pop, , ) -, (PPL) 4-2 3 3 2013 . - - . . - 2013 - 100. 103 - 5 - 3 3 1 5 1,400 - 5 : , , , , - 2~3 (, , /, ) 93 13, 20, 22, 24, 14 1, 2, 52, 38 () () () () (, ) () () (2) , / ( ) 6.25 3 , (2) , (2) 4-3 101. 104 () 3 3 : (2) , , 600 , , , DDP 10 , , : , , (3) 500 , (2) (3) () ( ) , 1 102. 105 () , (3) 3 600 ?(2) DDP . 4m (9) 2m , (2) 3 3 2 5 5 . - , - 1) 2013 383 13 - : , , / 6 103. 106 - , , , 6.25 , 3 , . - , - () () ( ) / ( ) ( ) ( ) 6.25 ( ) ( ) 3 ( ) ( ) () ( ) ( ) : ( ) ( ) , ( ) 4-4 : - : - : - : , - - 104. 107 - (2 ) - - - KBS : - : () - : - : (), () - - . 105. 108 - - - - , - () : , 6.25 - : - : , , - : - 106. 109 - (, , ) - ( , ) - : - : - : - : - 107. 110 - 100 , , . - , , - , 2) 2013 546 20 - : /, 4 - , , , 108. 111 () ( ) ( ) ( ) : ( ) 4-5 : , , - : - : , - : - , , , - - 109. 112 , , - (, ) , - , , ( ) : - : - : - : - . - 110. 113 - (, ) - 1 / , 2 , - , 111. 114 3) 2013 235 22 - : , 8 - , 3 , , , DDP (3 ) . - , . () 3 (2) ( ) , , DDP . () , (, 3) 3 . : ( ) ( ) , ( ) 4-6 112. 115 : 3 - : - : , , - : - ( ) - - (SPA) DDP , - , , 113. 116 4) 2013 167 14 - : /, 1 (, ) . - . () 10 , , ( ) ( ) . () : ( ) 4-7 : , - : - : - : 114. 117 - , - - - 5) 2013 100 24 - : /, 4 115. 118 - 500 , , , , , . - - . () 500 , (3) . () 4m (9) 2m 4-8 116. V 1 2 117. 120 V 1 1 1 . - , . 1 2 1 2 1 () (interpretation) (fiction- ing) . , 118. 121 . - (fic- tion) (non-fiction) - - 4 1 2 2 3 - 1: - 2: - 3: 119. 122 1 , 2 - : , , , : (), (, ), , - , , - : , - : , , - : - : , , - : , - : , , - : , - : , , , 1 3 - 4P 120. 123 (4C) product(consumer value), place(convenience), promotion(communication) - , product + place promotion , , , , , , , , , , (viral) , 2013 . - . 5 1,400 2~3 (, , /, ) 93 121. 124 - 13, 20, 22, 24, 14 - 1, 2, 52, 38 5 - , - , , , - , - , , 122. 125 , DDP , - , , - , 2 2 1 , . - . . 123. 126 - . - 2 2 , , , . . - - . - 124. 127 - , , 2 3 2013 . - 2013 1,400 , 2 4 2013 5 , () . - () , 125. 128 - 1: , , , - 2: , - 3: , 2 5 - , - - 126. 129 2 6 , 1 , 2 127. 128. 132 , 2008, , 24: 167-192. , 2011, : , 46(5): 321-330. , 2008, , , 2012, : , 46(1): 53-65. , 2009, : , 14: 229-262. , 2014, 2013 , 2007, _____, 2006, _____, 2007, _____, 2008, _____, 2009, _____, 2010, _____, 2011, _____, 2012, _____, 2013, _____, 2014, , 2011, , 11(2): 432-445. , 2011, , 35(6): 59-78. , 2011, : , 11(12): 442-454. , 2008, , 32(4): 411-429. 129. 133 , 2005, , 2011, Borden, N., 1948, The Concept of the Marketing Mix, Cambridge University Press. Fog, K., Budtz, C. & Yakaboylu, B., 2004, : ? . Sharpe, G. W., 1982, Interpreting the Environment, New York: John Willy & Sons, Ins. Tilden, F., 1997, Interpreting our heritage, The University of Northcarolina Press, Chapel Hill. 130. 131. 136 ? . . , . , . . (02-2149-1213) (02-2149-1386) : yjpark@si.re.kr Notice: . ( ) 1. : : : , , , : (), , , (, ) Q1. , . * . (fun) (curiosity) (rare & precious) (marble & amazement) () 132. 137 2. () , , , - , - () (fiction) (non-fiction) Story + () () + Story Q2. . , . (Q1 X ) * . - (, , ) - (, , ) 133. 138 ()() 1 : () , 2 : - 19 3 : - , 4 : - , 1930 100 5 : - 1913 ()() 1 : - 537 . 2 : 3 : - 300 '' A4 4 : - . 5 : 134. 139 ()() 1 : - (135m) 2 : - 16 1,000 3 : - (Gay Pride) , 4 : - , 4 ()() 1 : - . , , , 2 : 911 911 One World Trade Center 911 3 : - 2 . 1877 4 : - , 5 : 14, 15 . 1 , 1 , . . 135. Abstract 136. 142 Abstract Seouls Tourism Marketing Strategy through a Storytelling Approach Kiyong KeumYounjung Park Seoul has popular tourism storytelling attractions. Currently, the most popular example of those is the campus of Ewha Womans University in Shinchon area where the pronunciation of the schools name seems to be heard as the meaning of giving profit in Chinese and so many chinese tourists flock there to take pho- tos for their fortune. Another example is Joongang High School in Bukchon area which was a setting of a famous Korean soup opera, Winter Sonata, and became a popular tourist destination especially for Japanese women tourists. Those sites have been representatives of tourism storytelling resources in Seoul. This kind of tourism storytelling resource can attract many tourists only with a story related to the place or object itself. Given such opportunities, Seoul Metropolitan Government has tried to promote its tourism marketing through the storytelling approach. However, the policy has been launched in lack of elaborate and systematic study, which would have a limited effect. The main purpose of this study is to make up the current Seouls tourism story- telling policy and projects. For that, this study firstly defined what is tourism storytelling, analyzed successful tourism storytelling examples over the world as well as domestic ones, and digged out what made them be so famous and popu- lar tourism attractions. During the process, the study found that tourism story- telling basically requires interesting and context of the story for tourists to be able to feel sincerity. Meanwhile, those tourism storytelling examples could be classified with four different types by a new typology. This new typology for 137. Abstract 143 tourism storytelling resources is determined by the combination of story and the storys object, regarding whether or not the story is real and whether the re- source is an existing tourism attraction before the story is added to it, which means enhancement of its current tourism value by the story, or it becomes a tourism attraction by the story, which means creation of a new tourist attraction. As a result, this new storytelling typology produces four types of tourism story- telling cases including A-type(create a tourist attraction with fictitious story), B-type(enhance an existing attraction by fictitious story), C-type(create a tourist attraction with non-fiction story), D-type(enhance an existing tourist attraction by non-fiction story). Upon the tourism storytelling types, this study analyzed many examples over the world and found some core successful factors corre- sponding to each type. With those analytical framework, current Seouls tourism storytelling resources which were unveiled last year was evaluated in terms of potential and the core successful factors. As a result, a module for marketing strategies for the types considering the strategies of choice, concentration, and differentiation was pro- posed to promote those tourism storytelling resources for enhancing Seouls tourism attractiveness. Finally, this study suggested policy implications for successful tourism storytell- ing project of Seoul as follows: re-establishing the purpose and target for the tourism storytelling project, diversifying the contents of tourism storytelling sub- jects, getting feedback for better completion and effect of the works which were done last year, and continuing next projects with more systematic and elaborate planning. 138. 144 Table of Contents Chp.1 Introduction 1 Research Background and Purpose 2 Research Flow Chp.2 Framework for Tourism Storytelling Study 1 Reviewing the Concept of Tourism Storytelling 2 New Typology for Tourism Storytelling 3 Analysis of Core Successful Factors for Tourism Storytelling Marketing Chp.3 Reviewing Seouls Tourism Storytelling Policy and Projects 1 Reviewing Seouls Tourism Storytelling Policy 2 Reviewing Seouls Storytelling Projects for Tourism Resource Development 3 Policy Implications Chp.4 Improvements and Strategies for Seouls Tourism Storytelling Marketing 1 Marketing Sources and Process for Tourism Storytelling 2 Improvements of Current Strategies for Tourism Storytelling Marketing 3 New Strategy for Tourism Storytelling Marketing Chp.5 Conclusion and Suggestions 1 Summary and Implications 2 Suggestions for Better Tourism Storytelling Policy References Appendices 139. 2014-PR-10 2014 7 9 137-071 340 57 (02)2149-1234 (02)2149-1319 8,000 ISBN 979-11-5700-028-9 93320 .