무용공연 환경이 관람객의 만족 및 재관람 의사에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study was for dance performance to determine a position as a cultural product and to provide basic materials which can revitalize dance performance as performance art. To achieve this, this study examined the effects of environmental factors of dance performance on the satisfaction and revisit intention of spectators, and helped the planning and direction-related people and organization groups of dance performance explore and practice an effective marketing strategy proper to dance performance. 450 spectators viewing dance performance in dance stages located in G city were selected as a population. A convenient sampling method was used to select subjects and 450 sampling persons were set up as a population. Poor responses or unreliable data were excluded after collecting data through a questionnaire survey. Then, frequency analysis, one-way ANOVA, multiple correlation analysis, and multiple regression analysis were conducted using SPSS 12.0 program. Finally, the following conclusion was obtained.
First, for the frequency and motivation of viewing dance performance, two or three times were the most in the frequency in recent one year, and vigor to life and improvement in quality of life were the most in the motivation.
Second, for the analysis of environmental factor of viewing dance performance, a product strategy had difference in demographic social factors such as sex, education, monthly income, and viewing frequency; a place strategy had difference in sex and viewing frequency; a price strategy had difference in sex, education, and viewing frequency; and a promotion strategy had difference in sex, monthly income, and viewing frequency.
Third, for satisfaction at viewing dance performance by demographic social factors, price satisfaction was different in sex and monthly income and the high income class was more satisfied than the low income class. Product satisfaction was different in education and subjects with higher school education showed higher satisfaction. As viewing frequency became higher, satisfaction of production, promotion, and customer management was high.
Fourth, for correlation analysis between spectator satisfaction and revisit intention, product, price, place, promotion, and customer management satisfaction all had influence on revisit intention. Therefore, a party concerned should keep their mind on these factors in marketing.
Finally, for multiple regression analysis between spectator satisfaction and revisit intention, product, price, place, and promotion had influence on revisit intention but had no influence on customer management.

목차 (Table of Contents)

• I. 서론 = 1
• 1. 연구의 필요성 = 1
• 2. 연구의 목적 = 5
• 3. 연구변인 = 5
• 4. 연구가설 = 6
• 5. 연구의 제한점 = 6
• 6. 용어의 정의 = 7
• II. 이론적 배경 = 8
• 1. 무용 = 8
• 1) 무용의 정의 = 8
• 2) 무용의 특성 = 8
• 2. 무용 공연의 관람환경 = 10
• 1) 공연장 = 10
• 2) 무대장치와 소도구 = 11
• 3) 음악 = 12
• 4) 조명 = 12
• 5) 무용 마케팅 = 13
• 3. 무용공연의 마케팅 전략(4P's CRM) = 13
• 1) 제품(Product) 전략 = 14
• 2) 장소(Place) 전략 = 15
• 3) 촉진(Promotion)전략 = 16
• 4) 가격(Price)전략 = 17
• 5) 고객관리(customer relation management) 전략 = 17
• 4. 무용 공연예술산업 환경 = 18
• II. 연구방법 = 27
• 1. 조사대상 = 28
• 2. 조사도구 = 29
• 1) 설문지의 구성 = 29
• 2) 설문지의 타당도와 신뢰도 = 30
• 3. 자료처리 = 31
• IV. 결과 = 32
• 1. 연구대상자의 무용공연관람횟수 및 동기 = 32
• 2. 인구사회학적 특성에 따른 환경요인분석 = 33
• 1) 성별에 따른 환경요인분석 = 33
• 2) 연령에 따른 환경요인분석 = 33
• 3) 학력에 따른 환경요인분석 = 35
• 4) 월수입에 따른 환경요인분석 = 36
• 5) 관람횟수에 따른 환경요인분석 = 37
• 3. 인구사회학적 특성에 따른 만족도분석 = 39
• 1) 성별에 따른 만족도분석 = 39
• 2) 연령에 따른 만족도분석 = 39
• 3) 학력에 따른 만족도분석 = 40
• 4) 월수입에 따른 만족도분석 = 41
• 5) 관람횟수에 따른 만족도분석 = 43
• 4. 무용공연관람자의 만족도에 따른 재구매의사 상관관계분석 = 44
• 5. 무용공연관람자의 만족에 따른 재구매의사 중다회귀분석 = 45
• V. 결론 = 46
• Ⅵ. 제언 = 48