무용공연관람객의 마케팅믹스와 관여도, 관람만족, 추천의도의 관계분석 = Relationship analysis among marketing mix, involvement, viewing satisfaction and recommendation intention of audience of dance for performance

다국어 초록 (Multilingual Abstract)

This research aims at analyzing the causal relationship among Marketing Mix(4P's), involvement, viewing satisfaction and recommendation intention. The factors of 4P's are performance product, admission fee, performance place, performance promotion and all of those are perceived by audience of dance for performance. The subjects were 400 audience who came to see dance for performance from May 1st, 2011 through July 30th at culture & art center in K-metropolitan city. By convenience sampling method 366 samples are extracted and independent t-test, one-way ANOVA, structural equation model are used to analyze materials. The results of this study are as follows.
First, for gender there is a little difference in performance place(p<.05), performance promotion(p<.05), involvement(p<.01), recommendation intention(p<.001). For age there is a little difference in viewing satisfaction(p<.01), recommendation intention(p<.05). For academic background there is a little difference in performance promotion(p<.01). For job there is a little difference in performance product(p<.001), admission fee(p<.05), performance place(p<.05), viewing satisfaction(p<.001), recommendation intention(p<.001). For monthly income there is a little difference in performance product(p<.01), admission fee(p<.001), performance place(p<.01), performance promotion(p<.05), involvement(p<.001), viewing satisfaction(p<.001), recommendation intention(p<.001).
Second, there is a little difference in the relations between performance product and involvement(p<.05), admission fee and involvement(p<.001), but there is no difference in the relations between performance place and involvement, performance promotion and involvement.
Third, there is a little difference in the relations between performance product and viewing satisfaction(p<.001), performance place and viewing satisfaction(p<.05), performance promotion and viewing satisfaction(p<.01) but there is no difference in the relations between admission fee and viewing satisfaction.
Fourth, there is a little difference in the relations between performance product and recommendation intention(p<.001), admission fee and recommendation intention(p<.05), performance promotion and recommendation intention(p<.05), but there is no difference in the relations between performance place and recommendation intention.
Fifth, there is a little difference in the relations between involvement and viewing satisfaction(p<.001), viewing satisfaction and recommendation intention(p<.001), but there is no difference in the relations between involvement and recommendation intention.
Sixth, for the relations among marketing mix, involvement, viewing satisfaction, recommendation intention there is a little difference in the relations of their sub-factors that are performance product and involvement(p<.01), admission fee and involvement(p<.001), performance product and viewing satisfaction(p<.001), performance place and viewing satisfaction(p<.01), performance promotion and viewing satisfaction(p<.01), admission fee and recommendation intention(p<.01), viewing satisfaction and recommendation intention(p<.001).
This study suggests some vitalization methods of dance for performance as follows. First, when event organizers plan a dance for performance, they have to focus on quality of performance with popularity and consider performance place with easy access rather than set an admission fee. Second, event organizers of dance for performance have to plan some programs that can increase involvement. Third, it is necessary to provide pre-advertising, information about dance for performance, sales campaign for audience, those activities can make involvement increase.