오페라 공연예술산업 활성화를 위한 관객유형분석과 유입전략

국문 초록 (Abstract)

본 연구는 오페라공연예술단체 경영자들의 경영의 효율성을 기하기 위해 관람객들을 4가지로 유형화(열성관객, 관심관객, 잠재관객, 무관심관객)시켜, 오페라공연에 대한 인식, 관람 목적, 관람 후 목적 변화, 관람실태, 관람 시 부담감, 관람만족, 무관심관객으로의 전화 등에 대해 심층적으로 파악하는 것을 목적으로 한다.
또한 본 연구결과를 활용하여 오페라예술공연경영체의 활성화를 위한 고객개발을 위한 마케팅전략의 모형과 기초자료를 제공하는데 본 연구의 목적이 있다.
본 연구의 목적을 달성하기 위해 연구문제를 3가지로 제시하였다. 이를 간략히 기술하면 다음과 같다.  
첫째, 오페라 관람객의 유형을 분석한다. 오페라 상품을 구매하는 소비자의 행동을 중심으로 구매동기를 파악하여 시장의 구조를 유형화하고 그에 따른 마케팅 접목을 제시하는데 의의가 있기 때문이다.
둘째, 오페라예술공연 관객(고객 혹은 소비자)들의 욕구를 과학적으로 파악하고 이를 충족시켜줄 수 있는 관객 만족을 위한 고객관련마케팅(CRM Marketing)전략을 제시하기 위함이다.
셋째, 오페라공연 관객의 무관심관객 전환요인 관계를 규명하여, 오페라공연 관객 유치 전략과 신규 관객 유치를 위한 전사적 마케팅 전략의 대안 점을 제시한다.
본 연구의 방법은 다음과 같다. 연구대상은 2013년 5월 현재 서울시 지역의 오페라공연 관람 후 활동하는 관객 유지자와 등록 관객 무관심관객을 한 과거 관객을 모집단으로 설정하고 총 530명을 유충집락무선표집법으로 표집 하였다. 연구도구는 질문지로서 신뢰도 계수가 .7079-.7774로 나타났다.
본 연구에서는 오페라공연관객의 공연관람동기, 관람만족, 재관람의향등을 분석하고, 고객유형별집단화를 규명하기 위해 노력하였다. 본 연구는 질문지를 이용하였으며, 자료분석를 위하여 SPSS+18.0의 프로그램을 활용하였고, 일원량분석 및 이원량 분석(One-way ANOVA, Tow-way ANOVA)과 다중회귀분석(multiple regression analysis)으로 가설을 검증하였다. 또한, 각 가설은 수락기준(α)은 p<.05에서 검증하였으며, 사후검증은 Scheffe 방법을 사용하였다.
본 연구의 결과 다음과 같은 결론을 얻었다.
첫째, 오페라관객 유형별 분석결과는 성별과 오페라공연 관객 유형에 따른 오페라공연예술단체 인식은 차이가 없으며, 오히려 관객 유형에 따른 오페라공연예술단체 인식은 20대 30대 관객 유지자가 40대 관객 보다 높았으며, 관심관객과 열성관객이 무관심관객자 관객보다 높게 나타났다.
 둘째, 오페라예술공연 관객(고객 혹은 소비자)들의 욕구를 과학적으로 파악하고 이를 충족시켜줄 수 있는 관객 만족을 위한 고객관련마케팅(CRM Marketing)전략을 제시한다.
셋째, 오페라공연 관객의 무관심관객 전환요인 관계를 규명하여, 오페라공연 관객 유치 전략과 신규 관객 유치를 위한 전사적 마케팅 전략의 대안 점을 제시한다.
본 연구결과를 기초로 오페라공연관객유형(잠재관객, 관심관객, 열성관객, 무관심관객)에 맞는 고객마케팅방안을 모색하여, 오페라공연경영체의 고객관리 마케팅 전략 모형을 제시하는 것이 연구의 의의라고 할 수 있다.

다국어 초록 (Multilingual Abstract)

The purpose of this study is to classify audience into four types(enthusiastic audience, interested audience, non-participating audience, and uninterested audience), and so in depth understand the perceptions on opera performance, watching purposes, changing purposes after watching, the actual conditions of watching, the burdens in time of watching, watching satisfaction, and the conversion to uninterested audience, and then enhance the management efficiency of managers in opera performing arts organizations. Also, the ultimate purpose of this study is to provide the marketing strategy models and basic data for customer development to activate opera performing arts management units based on the results of this study. The more concrete purposes of this study are as follows. First, the purpose of this study is to analyze the types of audience. The reason is that it is meaningful to focus on consumers' behaviors to purchase opera commodities and so understand the purchasing motivations of consumers and present the resulting marketing strategies accordingly. That is, understanding the watching motivations of opera audience is grasping the fundamental structure of audience underlying the structure of market. Second, the purpose of this study is to identify the desires of opera arts performance audience(customers or consumers) scientifically and so present CPM Marketing strategies for audience satisfaction to fulfill such desires. Third, the purpose of this study is to examine the factors for converting uninterested audience among opera performance audience and so present opera performance audience attraction strategies and total marketing strategies for new audience attraction. Based on the results of this study, the meaning of this study can be to explore the customer marketing strategies appropriate to the types of opera performance audience(enthusiastic audience, interested audience, non-participating audience, and uninterested audience) and so present the customer management marketing strategy models for opera performance management units. The method of this study is as follows. The population of this study included the audience maintainers acting after watching opera performance as of May 2013 and the past audience acting as registered audience and uninterested audience. The subjects of this study were a total of 1,115 persons sampling by stratified cluster random sampling method. The research instrument of this study was the questionnaire whose reliability coefficient was 0.7079-0.7774. In order to analyze how opera performance audience's perception, burden, and watching situation and feeling influenced audience maintenance and uninterested audience, this study used SPSS+18.0 program to test its hypotheses through one-way ANOVA, two-way ANOVA, and multiple regression analysis. Also, each hypothesis was tested in the acceptation criteria(α) of p<0.05, and post-hoc tests were conducted by using Sheffe method. The results of this study are as follows. First, the purpose of this study is to analyze the types of opera audience. The differences in watching perceptions according to the types of opera performance audience There was no difference in the perceptions on opera performing arts organizations according to ages and types in opera performance audience. Instead, in the perceptions on opera performing arts organizations according to audience types, the audience maintainers at the age of their twenties and thirties were higher than those of their forties, and interested audience and enthusiastic audience were higher than uninterested audience. Also, in the perceptions on opera performance according to occupations, students and self-management enterprisers were lower than public officials, and full-time housewives and company employees were also lower than public officials, which meaned that more professional occupations showed the higher perceptions on opera performance according to occupations. Then, in the perceptions on opera performance according to audience types and academic careers, higher academic careers were higher. In the perceptions on opera performance according to income levels, higher income levels were higher. The differences in watching purpose achievement according to the types of opera performance audience In purpose achievement, non-participating audience, interested audience, enthusiastic audience, and audience maintainers were higher than uninterested audience. This meaned that the purpose achievement set up in registering opera performing arts organizations had a large effect on audience maintenance and uninterested audience. Therefore, for purpose achievement, in order to maintain audience, it is necessary to execute customer analysis according to audience's watching purposes in time of watching and utilize the strategy for providing new purposes according to audiences' purpose change. The effects which the burdens according to the types of opera performance audience had on audience maintenance and uninterested audience In audiences' burdens according to the types of opera performance audience, non-participating audience, enthusiastic audience, uninterested audience, and interested audience were higher in order. Uninterested audience felt economic burden and time burden most strongly, whereas interested audience most strongly felt mental pressure, the burden of programs, human relations between audience, and the burden of the staff. The effects which the performance satisfaction according to the types of opera performance audience had on audience maintenance and uninterested audience In the performance satisfaction according to the types of opera performance audience, non-participating audience, enthusiastic audience, interested audience, and uninterested audience were lower in order. Uninterested audience was lower in opera performance watching satisfaction than non-participating audience, interested audience, and enthusiastic audience. The effects which the responding services of opera performing arts management units according to the types of opera performance audience had on audience maintenance and uninterested audience In the responding services of opera performing arts management units according to the types of opera performance audience, enthusiastic audience, interested audience, non-participating audience, and uninterested audience were provided with more services in order. Between uninterested audience and non-participating audience, interested audience, or enthusiastic audience, responding services had a large effect on audience maintenance and uninterested audience. The effects which the feelings after watching opera performance had on audience maintenance and uninterested audience in opera performing arts organizations The factors affecting the use of opera performing arts organizations and the feeling after watching opera performance were service satisfaction, the staff, facilities conveniences, operating programs, and facilities satisfaction in order. Second, the purpose of this study is to identify the desires of opera art performance audience(customers or consumers) scientifically and so present CPM Marketing for audience satisfaction to fulfill such desires. When opera performing arts organizations conduct customer analysis and build service marketing appropriate to customer types, the data of registered audience will be most important. Thus, opera performing arts organizations should have collected the database for customer management since audience's initial admission. Such customer data include customers' names, resident registration numbers, addresses(including e-mail), telephone numbers, occupations, marital statuses, wedding anniversaries, hobbies, interesting sports events, club admission, cultural activities, friend relations among registered audience, registration purposes, health conditions, and vehicle possession(recording all the information of vehicles including vehicle models and companies). On the basis of collected customer databases, opera performing arts organizations can provide custom(tailored) services and one-to-one services appropriate to customers to increase customer satisfaction and develop customer-oriented marketing. Also, based on customer data, opera performing arts organizations should provide their contents including health and sports, diverse travels, and performance and culture information to practice the strategy for differentiating themselves from competing opera performing arts organizations. Third, the purpose of this study is to examine the factors for converting uninterested audience among opera performance audience and so present opera performance audience attraction strategies and total marketing strategies for new audience attraction. In order to maintain current customers and attract new customers, it is necessary to understand and analyze customers thoroughly. First of all, it is necessary to analyze the relationship between customer maintenance and customer churn and the conversion to loyal customers. Further, it is necessary to build the total marketing strategy for customer satisfaction in performing arts management units. For this, it is necessary to execute customer type analysis and analyze the proactive and reactive factors of customer conversion. Especially, it is necessary to analyze the intention of customer maintenance and churn according to customer types and devise the marketing strategy for preventing the conversion to uninterested customers. Such marketing strategies include analyzing orientations according to customer types and customer service satisfaction and understanding that performing arts organizations' profits depend on customer maintenance and development. For this, it is necessary to explore customer concentration strategy, customer differentiation strategy, and positioning strategy through the competition superiority of performance organizations.

목차 (Table of Contents)

• Ⅰ. 서 론 1
• 1. 연구의 필요성 1
• 2. 연구의 목적 6
• 3. 연구의 문제 7
• 4. 연구의 절차 8
• 5. 용어의 정의 9
• 6. 연구의 제한점 10
• Ⅱ. 이론적 배경 12
• 1. 국내 공연예술실태와 관객개발의 필요성 12
• 2. 공연예술산업의 서비스특성 및 유형과 고객만족 14
• 3. 예술공연산업의 고객만족(CS)과 고객관련마케팅(CRM) 19
• 4. 공연 관람동기와 관객 특성 및 유형에 관한 선행연구 21
• Ⅲ. 연 구 방 법 26
• 1. 연구 대상 및 표집방법 26
• 2. 조사 도구 및 연구절차 27
• 3. 자료 처리방법 29
• 4. 관람동기 요인분석과 신뢰도 분석 결과 30
• Ⅳ. 결 과 33
• 1. 오페라관람객 관람 동기, 서비스만족 및 재관람의도의 차이 33
• 2. 오페라관람객의 관람동기가 서비스만족에 미치는 영향 38
• 3. 오페라관람객의 관람동기가 재관람의도에 미치는 영향 40
• 4. 오페라공연 관객유형별 분석 40
• 5. 오페라관람객의 서비스만족이 재관람의도에 미치는 영향 46
• Ⅴ. 논 의 48
• 1. 인구통계학적특성에 따른 오페라관람객의 관람동기, 서비스만족 및 재관람의도의 차이분석 48
• 2. 오페라공연 관객 유형분석 49
• 3. 오페라공연 관객의 무관심관객으로 전환요인분석 50
• 4. 오페라공연예술 경영체의 경영 활성화를 위한 고객만족마케팅 전략 제안 51
• Ⅵ. 결론 및 제언 62
• 1. 결 론 62
• 2. 제 언 65
• 참고문헌 67
• ABSTRACT 77
• 부 록 84