IPA분석 기법을 이용한 무용공연장의 공연 관람지각정도 분석

Abstract

The purpose of this study is to analyze the importance and satisfaction of performance perception by using IPA analysis. For this purpose, a group of people who had experience watching dance performances in G area was selected as a population, and 340 respondents who viewed dance performances were asked to answer the questionnaire. The sample was extracted using the convenience sampling method and the evaluation technique was used to respond to the questionnaire using the self - assessment instrument. A total of 330 questionnaires were used in the empirical study, except for 10 questionnaires which were deemed to be unreliable and unreliable in the collected items. Through the exploratory factor analysis, perceived level of performances was divided into participation value, venue environment, audience cost, communication with customers (communication), and reliability of each factor was also satisfactory level to constitute factors. The results of the analysis according to the degree of perception of the visitors are as follows. First, as a result of IPA analysis on participation value among the sub - factors of audience perception, factors in the first quadrant were found to be factors of sound leisure and stress relieving factors. In the third quadrant, factors of interpersonal relationship, Interest, and self - satisfaction. Second, as a result of the IPA analysis of the sub-factors of audience perception, the factors of entry route were located in the first quadrant, the indoor environment comfort and seating layout were located in the second quadrant, and the factor of the guide map was located in the third quadrant . Also, stage lighting was found in the 4th quadrant. Third, as a result of the IPA analysis of viewing costs among the sub - factors of viewing perception, the entrance fee cost and the discount benefit were located in the first quadrant, the convenience cost was located in the second quadrant, the brochure cost and the souvenir shop cost were located in the third quadrant . Fourth, as a result of IPA analysis on communication (communication) with customers among the sub-factors of audience perception level, the quality of the work, PR and information system, director competence and mass media evaluation were located in the first quadrant, Respectively. Fifth, as a result of IPA analysis on the perception level of visitors, the participation value and the venue environment were located in the first quadrant, and the viewing cost was located in the second quadrant, and communication was located in the fourth quadrant. Therefore, the conclusions of this study are as follows: First, to increase the participation value of visitors, a program of cultural approach that can be combined with various dance performances and dance should be constituted. Second, to improve the environment of the performing arts, it is necessary to invest in facilities such as facilities supplement and old facilities. Third, in the aspect of cost of entertainment, there will be a difference from the level of awareness about the cost aspect when the expansion of dance performance and the improvement of culture level are given priority. Fourth, in order to communicate smoothly with customers, it is necessary to focus on the workability and creativity of dance works, which is one of the main functions of dance, so customer needs should be satisfied.