The purpose of this study is to introduce the storytelling project for conservation and improvement of rural tourism. So, in this study, the current Jeju Batdam and storytelling planning are examined and the storytelling project presented in planning is also examined. And this study propose the storytelling implementation through the case study related in jeju. Its findings are as follws: 1) Storytelling exhibits principles of narrative structure(exposition, complication, climax and falling action) in various fact, and has shown tendency to structuralize a story. 2) It can be said that storytelling is deeply related with people’s associations of their inner mind. 3) In order to convey a story in a more convincing way, storytelling a naming strategy based on a rhetorical technique, which has been shown to positively influence creating unique Jeju Batdam area.