복합문화공간의 잠재관람객 마케팅 방안 : 광주 U-square를 중심으로 = A Study on the Marketing Strategy for Potential User of Complex Cultural Space

국문 초록 (Abstract)

본 연구는 광주지역 내 복합문화공간인 유스퀘어를 대상으로 하여 복합문화공간의 문화소비자들인 관람객의 문화소비 고려요인을 설정하고 잠재관람객을 중심으로 한 관람객 유형을 구분, 그에 따른 마케팅 방안을 제안하고자 했다. 이를 위해 복합문화공간과 관람객에 대한 이론적 접근을 시도하고, 관람객의 유형과 특성, 문화소비패턴, 문화마케팅 믹스 요인을 분석하여 관람객 유형에 따른 구체적인 마케팅 방안을 제시하는 것을 목적으로 하여 실증분석을 실시하였다.

다국어 초록 (Multilingual Abstract)

This study began from a critical mind that a complex cultural space as a new form of cultural space doesn't show differentiation from other consumption spaces, in spite of giving satisfaction to visitors in convenience and variety and visitors has little understanding of the space. Particularly, in case of a complex cultural space of a local company, it's an actual condition that such phenomenon has been shown more seriously.
Accordingly, this study intended to set considerable factors of cultural consumption of visitors who are cultural consumers of the complex cultural space, for U-Square, the complex cultural space in Gwangju, to classify patterns of visitors with given priority to potential visitors and to propose marketing plans by such classification. This study tried to systematically perform theoretical study on complex cultural space, user and analyze the type, characteristic, cultural consumption propensity, marketing 7P mix strategies.
For actual proof study, the author conducted surveys targeting residents in Gwangju city and Jeonnam region, the 250 proven as vaild were finally used for further empirical analysis. The SPSS windows statistics package was selected to analyze the collected data from the questionaires. Methods for analyzing data were frequency analysis, descriptives analysis, factor analysis, reliability analysis, One-way ANOVA and crosstabs analysis were conducted.
As the result of the study at first, according to results of cultural user type, rare visitor 10.4%, occasional visitor 30.4%, regular visitor 46.8%, frequent visitor 12.4%.
Second, according to results of cultural consumption propensity, for an item of visit time, it showed about 80% of the respondents used to visit mainly in the afternoon, amounting to 52% of weekend afternoons and 25.2% of the afternoon on weekdays. For an item of companion, it showed the friend amounted to 50%, so a half of the respondents used to visit the cultural space with their friends. Moreover, for an item of culture & information route, it showed the internet media accounted to the largest amount, 38%, and one third of them used to get information on cultural spaces and programs through the internet. Moreover, for an item of the average scope of one-time expenditure, 55.2% of them used to spend money, less than 30 thousand won.
Third, according to results of degree of awareness of respondents on U Square's Culture & Arts Programs, they showed a higher degree of awareness in movie screening and lower degrees of awareness in other programs.
Fourth, according to results of cultural market mix, for an item of sex, it was a significant difference in price and physical evidence. For an item of final academic background, it was a significant difference in product, price, place, physical evidence and process, for an item of occupation, it was a significant difference in product, price, place, physical evidence, process and people, for an item of monthly average income, it was a significant difference in product, price, place, physical evidence, process and people.
Fifth, According to models of the study, it set 4 hypotheses to verify characteristics of visitors by patterns considerable factors of cultural marketing, and the results verified can be summarized as follows. There was a significant difference (p<0.01) in age, final academic background and monthly average income according to patterns of the visitors. There was a significant difference (p<0.01) in visit time, companion, the average scope of one-time expenditure according to patterns of the visitors. There was a significant difference (p<0.05) in degree of awareness of respondents on U-Square's Culture & Arts Programs, all of program according to patterns of the visitors. And there was a significant difference (p<0.01) in marketing 7P mix strategies, product, price, promotion and process according to patterns of the visitors.
On the basis of such results of analysis, the study set potential visitors of the complex cultural space and proposed marketing plans for them. It proposed plans to program of kids and family for rare visitor, and plans to information and convenience for occasional visitor. And plans to supply benefits of discount and increase degrees of interest in space for regular visitor, and plans to attract interests continuously and satisfy cultural desires for frequent visitor.
The study subdivided visitors and proposed marketing plans for them, however, it is difficult to generalize such results. Accordingly, it is expected to try in-depth studies and perform studies helpful to marketing of visitors and complex cultural space in the future.

목차 (Table of Contents)

• Ⅰ. 서론 1
• 1. 연구의 배경 1
• 2. 연구의 목적 2
• 3. 연구의 범위 및 방법 3
• Ⅱ. 이론적 고찰 및 사례 분석 6
• 1. 문화마케팅과 복합문화공간 6
• 가. 기업과 문화마케팅 6
• 나. 복합문화공간 마케팅 11
• 2. 복합문화공간의 마케팅활동 15
• 가. 마케팅 전략(STP) 15
• 나. 마케팅 믹스(7Ps) 17
• 3. 복합문화공간의 관람객 22
• 가. 관람객과 잠재관람객의 정의 22
• 나. 관람객 개발의 필요성 24
• 4. 복합문화공간 사례조사 26
• 가. 분석대상 및 방법 26
• 나. 국외사례 26
• 1) 캐널시티(Canel city) 26
• 2) 호튼플라자 (Horton Plaza) 28
• 다. 국내사례 29
• 1) 코엑스 몰 (Coex Mall) 29
• 2) 센트럴시티 (Central city) 31
• Ⅲ. 연구설계 33
• 1. 연구문제와 연구방법 33
• 가. 연구문제 인식 33
• 나. 연구 모형 및 변수의 조작적 정의 37
• 다. 연구의 가설 설정 38
• 2. 표본의 설계 39
• 3. 설문지의 구성 39
• 4. 분석방법 40
• 5. 요인분석 및 신뢰도 분석 41
• 가. 요인분석 41
• 나. 신뢰도 분석 44
• Ⅳ. 분석결과 및 해석 45
• 1. 표본의 특성 45
• 가. 응답자의 인구통계학적 특성 45
• 나. 응답자의 문화소비 성향적 특성 47
• 1) 문화관람객 유형 47
• 2) 문화소비성향 47
• 다. 표본의 유스퀘어 소비성향적 특성 50
• 라. 일반적 특성에 따른 마케팅 믹스 분석 52
• 2. 문화관람객 유형별 특성 64
• 가. 문화관람객 유형별 인구통계적 특성 64
• 나. 문화관람객 유형별 문화소비 성향적 특성 67
• 1) 문화소비 방문시간 67
• 2) 문화소비 동행인 68
• 3) 1회 지출비용 69
• 4) 문화소비 정보습득경로 70
• 5) 문화프로그램 선호장르 71
• 다. 문화관람객 유형별 유스퀘어 문화프로그램 인지적 특성 72
• 라. 문화관람객 유형별 마케팅 믹스 특성 74
• 1) 마케팅 믹스에 따른 차이 74
• 2) 세부 마케팅 믹스 전략 76
• 3. 검증결과 요약 79
• 4. 복합문화공간 유스퀘어의 잠재관람객에 따른 마케팅 방안 80
• 가. 거의 방문하지 않는 관람객 80
• 나. 가끔 방문하는 관람객 82
• 다. 정기적으로 방문하는 관람객 84
• 라. 자주 방문하는 관람객 86
• Ⅴ. 요약 및 결론 88
• 1. 연구의 요약 88
• 2. 연구의 시사점 90
• 참고문헌 92
• 설문지 95
• Abstract 99