• The Journal of the Korea Contents Association
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• v.13 no.8
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• pp.118-127
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• 2013

The purpose of this study was to know about the influence of consumers' knowledge level(expert vs novice) on their behavioral intentions by the storytelling about local foods. Reviewing previous storytelling studies related to local foods containing each region's traditional food culture in Korea, it can identify that most studies focused on the necessity of storytelling, the discovery of story materials, the importance of storytelling for food tour. Therefore, this study tried to know about how the storytelling about local foods influenced on the consumers' behavioral intentions, and set the attributes of storytelling and the consumers' local food-purchasing region as adjustable variances. Finally, in case that the consumers' knowledge level was low and their food-purchasing regions were not same, this study suggested the attributes of most preferred storytelling by consumers. By doing so, this study tried to discover the storytelling skills of local foods representing each region or to suggest a method to increase the cultural values of each local food in case of creating a story about the local food.

• Journal of the Korean Society of Food Culture
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• v.24 no.2
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• pp.137-145
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• 2009

The purpose of this study is to present the scheme that can enhance the value of native local foods by analyzing the case into which storytelling is incorporated in order to revitalize native local foods. Towards this end, the cases of native local foods throughout the country were recommended through professional survey and one region among them was finally selected through the field study. The survey on the native local foods was conducted through qualitative study. The four stages of storytelling: the findings of storytelling, the production of storytelling, the experience of storytelling, and sharing of storytelling were analyzed by stage and the contents of the survey by stage were developed. In the findings of story, the origins and background of the main family's foods and food-related stories were derived. The production of stories deals with how to convey the stories of surveyed native local foods to consumers and it presented the stories about the place and food menu. In the experience of storytelling, the physical environment and non-physical environment, in which people visit native local eating houses and experience native local foods were analyzed. Finally, in the sharing of story, how the tourists who have experienced the native local foods make stories and disseminate and share them was analyzed. The significance of this study is that through the storytelling technique it presented the findings, production, experience and sharing of native local foods in the level that can apply to practical business. Although the research is in the stage of inquiry, this study is meaningful in that it presented the basic methodology that can induce the revitalization of the native local food industry through examining the tradition and significance of native local foods that can be found in all the regions of the country.

• The Journal of the Korea Contents Association
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• v.13 no.7
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• pp.120-130
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• 2013

This study attempts to deal with the form of new storytelling by contemplating the study on food-related storytelling which has been studied in earnest since 2008 and analyzing the story. In case of the study on storytelling so far, the studies on the emphasis of necessity of discovering materials and the suggest of the way of development of the menu and tourism commercialization through the story and the attitudes of customers by storytelling have been conducted. Also, this study is explained by being divided into version 1.0, 2.0, 3.0 depending on the composition of the story, and attempts to suggest new version 4.0 strategy of food storytelling which we should aim for in the future as well. This will provide the new paradigm of the field of food storytelling.

• Journal of the Korean Society of Food Culture
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• v.25 no.6
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• pp.764-769
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• 2010

The aim of this study was to examine how customers perceive storytelling at a real local restaurant and to understand how consumption reflects their evaluation by understanding their values. Participants received information from a real local restaurant in the Gangneung area to examine the effects of storytelling and to evaluate their affective attitudes towards local restaurant stories, word-of-mouth intentions, and purchasing intentions using a seven-point Likert scale. A total of 310 consumers were used. A factor analysis was performed to identify consumption value characteristics and factor structure, which consisted economic value, emotional value, and epistemic value. To test whether local restaurant consumers could be classified into homogenous groups based on their consumption values, a three cluster solution was selected, and a Kmeans cluster analysis was performed. As a result, three groups were identified and labeled appropriate for their scores based on each of the consumption values; emotional value-oriented consumers to cluster 1, epistemic value-oriented consumers to cluster 2, and economic value-oriented consumers to cluster 3. An analysis of variance was used to examine the differences in the affective attitudes towards storytelling at the local restaurant, purchasing intentions, and word-of-mouth intentions across the three clusters. The epistemic value-oriented consumers had the highest score for all three variables. In contrast, economic value-oriented consumers had the lowest scores for the three variables. A regression analysis revealed that affective attitudes towards storytelling were significantly affected by these three consumption values. It also showed that positive affective attitudes towards storytelling were associated with higher purchasing intention and word-of-mouth. The significance of this study was to show how customers perceive storytelling at a real restaurant and reflect on their evaluation by understanding their consumption values. As a result, this study examined the potential power of storytelling as an effective marketing communication tool for local restaurants.

• The Korean Journal of Franchise Management
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• v.2 no.2
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• pp.111-133
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• 2011

Marketing trend made change quickly to meet consumers' characteristics in the era of rapid change. This study examined characteristics of storytelling by using literature and material that was thought to be important, and inspected not only effects of storytelling upon brand images of enterprises but also success factors of storytelling marketing. And, the study investigated actual use of the factors by case study at home and abroad to give directions of storytelling marketing of successful catering franchise.

• The Korean Journal of Food & Health Convergence
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• v.9 no.6
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• pp.21-26
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• 2023

Purpose: This study aims to explore how the modern foodservice industry reflects consumers' rapidly changing taste preferences and health consciousness. In particular, it looks at how companies such as Yakult Korea are expanding their business to meet diverse consumer demands and how traditional and exotic tastes are driving the growth of the sauce market. Research methods: this study was conducted through market analysis, consumer behavior research and case studies. Sales data, consumer purchasing patterns and product development strategy case studies of sauce products in domestic and global markets were investigated to analyze the impact of taste and health harmony and storytelling on brand value. Conclusion: The foodservice industry is meeting consumer expectations for health and taste harmony by developing innovative products that satisfy the senses and adopting marketing strategies through strong storytelling. The success of exotic sauce products in particular reflects consumers' desire for diversity. Implications: the findings suggest that the foodservice industry must continue to innovate to meet consumers' health and taste expectations. They also reveal that product storytelling plays an important role in enhancing brand value. This requires a strategic approach to long-term brand growth and market differentiation. Companies need to reflect these changes in consumer buying behavior.

• Journal of the Korean Society of Food Culture
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• v.28 no.2
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• pp.145-157
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• 2013

The purpose of this study was to develop cultural food contents from local dishes related to the historical and cultural heritage in the representative areas of Gurye and Jinan. The information on 'Story' was collected from each region's representative local native journal, searches of related web-sites, analysis of old literature, and interviews of traditional households. 'Telling', the conveyance, was focused on texts of literature analysis, which were synthesized from historical conditions, regional food materials, cuisine, regional symbolism, etc. The created food contents were displayed with balanced and healthy Korean food dishes after nutritional analysis. In Gurye, the content was extracted from the story of Hwang hyun (黃玹, 1855-1910) - figura of Gurye - and his collection, "Maecheonyarok", and the storytelling native food was prepared. In Jinan, the content was extracted from the text of an anecdote from "filial son Kwang-beom Lee", a local journal. We tried to express Gurye's clean image in connection with the patriot - Hwang hyun (his nick name was Maecheon), in the late period of Chosun through the unprocessed and simple nature of the dining table. As in Jinan's storytelling materials, we tried to express a healthy menu of health food for older people based on the clean nature and documents about the real character's filial behavior. The developed healthy menu and dining table properties in this study have been established in accordance with nutrient intake standards of energy in Korea.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.503-515
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• 2016

The branded contents include various advertisements showing brand storytelling. A new mobile application service market for food delivery uses branded contents to become familiar with consumer in the beginning and built unique brand image in comparison with a rival company in the time of elaboration. This study analyzed the narrative type and structure of brand storytelling in branded contents of the three representative applications, 'Baedal Tong', 'The ethnic of Baedal', and 'Yogiyo'. Still a few study has researched the narrative type and structure of brand storytelling though different effects as narrative type. This paper divided four types of brand storytelling as the roll of brand through typology of Northrop Frye, romance, comedy, tragedy, and irony & satire. And it analyzed the narrative type and structure of branded contents of the three applications using these types and researched strategy in each time. The various narrative types beyond classical romance type are effective for brand positioning though market enter moment. This study will be helpful for the research about narrative strategy of branded contents.

• Journal of the East Asian Society of Dietary Life
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• v.25 no.4
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• pp.549-564
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• 2015

This study was conducted on the head family house of Panseogong coterie of Andong Kwon clans in Daksil village, Bongwha gun, Kyungbuk: historical sources survey and field visit over four rounds were conducted from March to June 2014. In-depth interview, storytelling, and nutrition facts were used as methods of research using 49 participants, and the potentials of trend goods were the main purpose of this research. The specialties of bongwha prefecture in the Chosun Dynasty were pine nut, manna lichen, ginseng, sweetfish, and wild honey. Ritual food bulcheonwi's offerings a feature in Choongjae Kwonbeol's head family - were sacred wine, me, gang, otang, myun, myunjeok, pyunjeok, pyunchung, pyun, po, chungpomook, dojeok, sookchae, ssam, chimchai, sikhye, chogwa, silgwa, soojunggwa, etc. The ritual foods of bulcheonwi's head family house Choongjae Kwonbeol were commercialized through storytelling. Choongjae Kwonbeol's ritual ceremonies, recognized for their national royalty, were reorganized as the traditional Korean table settings, so that the Korean people could easily access them. The special meal called "Geumgyeporansang" represented the head family house foods' essence to share and serve others through the Dacshil village's natural beauty, Bonghwa's local ingredients, and festivities after the "Chungjae Gwunbal Bulchun" rituals. The ritual foods called "Cheongamjungsang", utilizing "Chungjae Gwunbal Bulchun" rituals, were represented in the form of a lunch box: such foods illustrate the classical scholar's mindset that enjoys the nature and arts through education and virtue.

• Journal of the Korean Society of Food Culture
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• v.28 no.3
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• pp.261-271
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• 2013

The purpose of this study was the development of traditional food recipes from local food contents related to the historical and cultural heritage in the representative long-lived area Damyang. The information on digging 'story' was collected through the region's representative local native journal, searching for related websites, analyzing old literatures, and interviewing traditional household; 'telling', the part of conveyance, was organized by reviewing the literatures, including historical condition, regional food materials, cuisine, region symbolism, etc. After nutritional analysis, the prepared, balanced, and healthy Korean food dishes using the traditional food contents were displayed. In Damyang, the story was extracted from Heuichoon Ryu (柳希春, 1543-1577) - figura of Damyang - and his collection, 'Miam's diary', and described about native food. The traditional history of many foods that were used mainly as rewarding during one's trouble, showing good faith, and delivering gratitude is recorded in Miam diary. A little effort has been made to express the classical scholar's clean and neat dining table which was the mixed Damyang's clean image and nobleman's straight integrity in the middle of the Choson Dynasty. Nutrition fact of 'Miam's table' was based on the Daily Reference Values of Koreans aged 65 or older.