관람객 증대를 위한 박물관 마케팅 전략 연구 : 잠재관람객의 7Ps 요인분석을 중심으로

국문 초록 (Abstract)

본 논문은 관람객 증대를 위한 방안을 강구하고자 하는 생각에서 시작되었다. 박물관의 관람객을 증가시키고자 하는 기존의 논문은 이미 박물관을 애용하는 이들에 대한 속성을 분석하여 이들이 더 빈번하게 방문을 할 수 있도록 하는데 초점이 맞추어져있었다면 본 논문은 이들과는 다른 방면에서 관람객을 찾고자 시도하였다.
즉 박물관을 찾지 않는 사람을 잠재관람객이라고 정의하고 이들이 마케팅 속성에 대해 어떻게 인지하는지에 대한 조사를 통해 박물관을 찾게 할 수 있는 방법을 찾고자 하였다.
잠재관람객은 1985년 영국의 메리맨이 관람객 연구를 통해 정의한 비방문객을 의미하는 것으로 보통 사회의 약자, 빈곤층, 많이 배우지 못한 사람들이라는 속성을 가지고 있다. 그러나 실질적으로 회사에서 사람들을 상대하다 보면 단순히 빈곤하고 배우지 못해서 박물관을 찾지 못하는 사람도 있지만, 사회적인 지위를 가지고 있고, 능력이 있는 직장인들도 박물관을 찾지 않는 경우가 많음을 알 수 있다.
이에 설문을 시도해 보았고 결과는 200명의 직장인중 50%에 해당하는 100명이 잠재관람객으로 나타났다. 이들에 대한 연구와 관심은 문화적 복지의 대상이 되는 비 관람객층과는 다소 차원이 다른 방법으로 접근하여 박물관에 올 수 있는 전략적인 마케팅 방법이 강구됨을 알 수 있다.
즉 퍼주는 식의 복지개념이 아닌, 마케팅 활동을 통한 경영의 한 방법이 직장인 잠재관람객에게 필요함을 역설한다고 하겠다.

목차 (Table of Contents)

• Ⅰ. 서론 ····························································1
• 제 1절 연구의 배경 및 목적 ··································1
• 제 2절 연구 내용 및 방법 ····································3
• 1. 선행연구 고찰 ···········································3
• 2. 연구 내용 및 방법 ·······································5
• Ⅱ.이론적 고찰 ·····················································8
• 제 1절 박물관에서의 마케팅 ·································8
• 1. 박물관의 정의와 역할 ·························8
• 2. 새로운 환경과 마케팅의 필요성 ·····················9
• 제 2절 박물관의 마케팅활동과 관람객·················11
• 1. 마케팅의 기본 7Ps ······································11
• (1) STP 전략 ·······································12
• (2) 마케팅 믹스(7Ps) ····································15
• 2. 문화소비자와 잠재관람객································20
• (1) 토플러의 ‘문화소비자’개념 ·························22
• (2) 메리맨의 관람객 조사 ······························23
• (3) 관람객 개발의 필요성 ·····························24
• Ⅲ. 연구문제 및 연구방법 ·········································28
• 제 1절 연구 문제 및 연구 모형 ······························28
• 1. 연구 문제 ················································28
• 2. 연구 모형 ················································29
• 제 2절 연구 방법 ···············································30
• 1. 분석대상 ··················································30
• 2. 설문지의 구성 ············································30
• 3. 연구의 방법 ··············································33
• Ⅳ. 연구의 결과 및 분석 ··········································34
• 제 1절 일반적 사항 ·············································34
• 1. 신뢰도 분석 ···············································34
• 2. 응답자의 일반적 사항 ···································35
• 제 2절 시장세분화와 표적마케팅······························36
• 1. 인구 통계적 차이에 따른 마케팅 믹스요인 분석····36
• 2. 박물관 방문 유무에 따른 마케팅 믹스요인 분석····44
• 3. 소극적 관람객의 마케팅 믹스요인 분석··············49
• 4. 잠재관람객의 마케팅 믹스요인 분석 ··················52
• 제 3절 연구의 해석과 적용····································60
• 1. 자료 분석 결과··········································60
• 2. 잠재관람객에 대한 마케팅 전략························62
• (1) 적극적인 promotion 활동······················62
• (2) 차별화된 place, price, product 활동············64
• Ⅴ. 결론······························································67
• 제 1절 연구 결과의 요약 및 시사점························67
• 제 2절 연구의 한계점 및 향후 연구 과제···················69
• 참고문헌······························································71
• 설문지·······························································74