조건부가치평가법에 의한 대형 국풍 이머시브 연극의 소비자 지불의사 추정 = Estimation of Consumer Willing to Pay for the Large-scale Chinese National Immersive Theater Using Contingent Valuation Method

국문 초록 (Abstract)

2018년에 국풍(國風)문화가 성행하기 시작하였고 전통문화 요소에서 브랜드, 패션의 발전을 거쳐 점차 새로운 소비 추세가 형성되었다. 이제 국풍문화는 문화관광, 예술, 기술, 교육, 미디어 등 다양한 분야로 확장되었다. 본 연구는 중국 전통문화의 특징을 가지고 있는 대형 국풍 이머시브 연극의지불의사와 경제적 가치를 추정하기 위해서 조건부가치평가법(CVM)을 이용하여 연구를 진행하였다. 그 결과, 1인당 지불의사 금액이 513위안(약 95,000원)이 나왔다. 최근 공연시장이 코로나19 이전 수준으로 회복된 상황에서 이머시브 연극이 매일 2회, 주 5일로 공연하고 매회 80% 입장률을 달성하였다. 따라서 연 입장료 수익만 5,910만 위안(약 109.2억 원)으로 추정된다. 이 연구는 경제학적 관점에서 중국 전통문화 특징을 가지고 있는 대형 이머시브 연극의 가치를 평가함으로써 공연의 잠재된 개발가치에 대한 시사점을 제공한다. 향후 이머시브 공연의 경제적 가치평가에 기초자료로 활용될 수 있을 뿐만 아니라 공연 기획자에게도 참고자료로 이용될 것이다.

다국어 초록 (Multilingual Abstract)

With the development of the immersive industry in China, the industry is becoming more and more recognized, and various works representing immersive theater are constantly being launched. In 2018, Chinese National Style went through a developmental process from its constituent elements to Chinese national brands, and then to Chinese national style fashion, gradually forming a comsumer trend of Chinese national style. Now Chinese National Style Cultural has expanded into various fields such as cultural tourism, art, education, and media. This study aims to estimate the willing to pay and the economic value of large-scale Chinese national-style immersive theater using the contingent valuation method (CVM). As a result, the willingness to pay per person was found to be 513 CNY(95,000 KRW). As the theater market has recently recovered to pre-COVID-19 levels, it is estimated that if the immersive theater can perform twice daily, five days a week, and achieve 80% attendance each time, the annual admission revenue alone will be 59.1 million CNY(10.92 billion KRW). This study provides policy implications for the potential development value of performances. The findings will be used as a basis for future economic valuation of immersive performances and can also provide a reference for performance planners.

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