Strategic Approach for Tourism Merchandising of World Folk Culture

In the 21 century the number of participants in folk culture tourism has increased significantly and its popularity has grown rapidly. Folk culture tourism does not only represent history but encompasses all aspects of human history. World folk culture comprises on one part the tangible heritage, that which is unmovable, such as monuments, buildings, archaeological sites, and historic complexes which embody cultural significant traditions. World folk culture also includes the intangible movable heritage such as intellectual heritage, including artworks of archaeological importance and those representing skills. However, to obtain a tourist product value, intangible heritage needs to be transformed into a tangible one, through their own symbol and meaning, so that it can reflect its own unique cultural character. In particular the world folk culture is one of the most important tourism resources.The purpose of this research is to verify what factors change a folk culture into a tourism product and, how to create tourist products through world folk culture items in a way that contributes to the Korean tourism industry. To develop this theory of tourism merchandising, world folk culture has been analyzed strategic approach. The development into a world folk culture tourism product has following process: First, recognition and understanding of the meaning and value of the world folk culture items. Second, value creation as a tourist product through cultural resources. Third, creation of traditional cultural image, uniqueness and theme on tangible and intangible resources, Finally, application of Korean traditional concept to the tourist facilities.