공연예술 관람객의 소비성향분석을 통한 무용공연 관객유치전략 = A study on the attraction strategy of audience to dance performance through the analysis on the consumption trend of audiences who attend the performing art
저자
발행사항
서울 : 高麗大學校 大學院, 2015
학위논문사항
발행연도
2015
작성언어
한국어
주제어
발행국(도시)
서울
형태사항
xi, 179 p. ; 26 cm
일반주기명
지도교수: 魏聖湜
부록수록
참고문헌: p. 157-171
DOI식별코드
소장기관
Abstract
A Study on the Attraction Strategy of Audience to Dance Performance through the Analysis on the Consumption Trend of Audiences who attend
The Performing Art
Kim, Hyun-Jung
Department of Sport and Leisure Studies
Graduate School
Korea University
This study sets out to unearth measures to revitalize stagnated dance performances through investigating trends in the number of people attending such performances as well as factors which may hinder attendance. The study has targeted 840 persons over the age of 18 years by way of an online survey for the purpose of ascertaining the motives of audiences with regards to attending dance performances. The survey analyzed the demographic characteristics and performing arts-related consumption patterns. The survey also investigates which among demographic factors and patterns regarding dance performance-related consumption is more determinant in whether a person attends dance performances or not. Based on the above, the following conclusions have been obtained.
1) Differences regarding factors relating to the attending of dance performances in accordance with demographic characteristics
The differences regarding factors relating to attendance of dance performances in accordance with demographic characteristics (dance performance selection, hindrances to attending dance performances, cultural consumption patterns, inclination to attend dance performances) were analyzed and the results were found to be as follows.
There were statistically significant differences by gender regarding dance performance selection factors such as promotion, people, works, service; factors relating to hindrances to attending dance performances such as internal hindrances; factors relating to cultural consumption patterns, such as ostentation and inclination to perceive outward images, rationally planned buying, class/quality preferences; and factors relating to inclination to attend dance performances such as inclination to directly participate, and inclination to spectate.
There were statistically significant differences by age regarding factors such as facilities, people, prices, service, time constraints, ostentation and inclination to perceive outward images, class/quality preferences, and factors related to inclination to directly participate and inclination to spectate.
There were statistically significant differences by educational background regarding factors such as performance venue, price, access hindrances, ostentation and inclination to perceive outward images, activity levels, class/quality preferences, and factors related to inclination to directly participate, inclination to indirectly participate, and inclination to spectate.
There were statistically significant differences by region regarding factors such as performance venue, works, people, access hindrances, rational planned buying, class/quality preferences, and factors relating to inclination to directly participate and inclination to spectate.
There were statistically significant differences by monthly household income regarding such factors as price, promotion, people, service, time constraints, internal hindrances, class/quality preferences, and factors relating to inclination to spectate.
2) Differences between factors regarding the attending of dance performances according to performing arts-related consumption patterns
The results of analyzing factors regarding the attending of dance performances (performance selection, hindrances to attending performances, cultural consumption patterns, and inclination to attend performances) according to performing arts-related consumption patterns were found to be as follows.
There were statistically significant differences by performance attendance frequency regarding such factors as price, works, impaired recognition, internal hindrances, time constraints, access hindrances, rationally planned buying, class/quality preferences, and factors relating to inclination to directly participate and inclination to spectate.
There were statistically significant differences by cost of attendance regarding factors such as price, promotion, people, impaired recognition, rationally planned buying, class/quality preferences, and factors related to inclination to directly participate, inclination to indirectly participate, and inclination to spectate.
There were statistically significant differences by companion regarding factors such as performance venue, price, and rationally planned buying.
There were statistically significant differences by performance information preferential media regarding such factors as facilities, performance venue, pricing, promotion, people, works, service, time constraints, ostentation and inclination to perceive outward images, rationally planned buying, and factors relating to inclination to directly participate, inclination to indirectly participate, and inclination to spectate.
There were statistically significant differences by ticket purchasing method regarding such factors as facilities, pricing, impaired recognition, access hindrances, rationally planned buying, class/quality preferences, and inclination to spectate.
3) Differences between factors relating to attendance of dance performances in accordance with attendance and non-attendance of dance performances
The results of analyzing the differences between dance performance attendance factors (dance performance selection, hindrances to watching dance performances, cultural consumption patterns, inclination to participate in dance) in accordance with dance performance spectatorship were found to be as follows.
There were statistically significant differences by dance performance attendance or non-attendance regarding such factors as pricing, people, works, impaired recognition, ostentation and inclination to perceive outward images, class/quality preferences, activity levels, and factors relating to inclination to directly participate and inclination to spectate.
4) Analysis of determinants relating to attending dance performances
Through decision tree analysis, it was found that determinant factors regarding whether a person attends dance performances or not were educational background, gender, age, region, performance information preferential media, frequency of attending performances, costs of attending performances, and companion when attending performances.
5) Strategies to attract dance performance audiences
Strategies for attracting dance performance audiences are as follows: male audience attraction, small-scale, long-term performances, systemization of dance education, popularization of dance performances, customization for adolescents, generational differentiation, regional differentiation, and strategies customized to targets by ascertaining the characteristics of the performance-attending group and non-attending group by way of an internet marketing-oriented approach.
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