로컬 크리에이터의 로컬창업 기회인식 과정에 대한 고찰: Yin의 다중사례연구법 적용

초록

Using a multi-case study approach, this study investigates how local creators recognize entrepreneurial opportunities. In doing so, this study utilizes the theoretical framework proposed by Ardichvili and Cardozo, which identifies prior knowledge, entrepreneurial alertness, and networking as the core components of opportunity recognition, and analyzes cases of Chilsung Shipyard (Sokcho), Gamja Batt (Chuncheon), and Haenyeo's Kitchen (Jeju). The findings reveal that local creators recognize entrepreneurial opportunities through a complex combination of emotionally grounded prior knowledge of the region, sensitivity to potential demands and resources, and interactions within diverse social networks. In particular, these creators demonstrate the ability to creatively reinterpret the cultural meanings and issues embedded in local resources, effectively transforming them into actual entrepreneurial opportunities by utilizing both formal and informal networks. Furthermore, a shared finding across the three cases is that the local creators were 'U-turn entrepreneurs'—individuals who returned from metropolitan areas to their hometowns— who can make innovative use of local assets by utilizing their emotional attachment to and contextual understanding of the local area. This study extends the academic discourse on entrepreneurial opportunity recognition beyond technology-based entrepreneurship by proposing a localized and emotionally grounded entrepreneurial model driven by creativity. The findings of this study also offer practical implications for regional tourism development and policy-making for local startups.

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