문화예술기관별 문화마케팅 중요 요소에 관한 연구

Abstract

A Study on the Important Elements of Cultural Marketing by Culture and Arts Institutions - Focusing on the Cultural Marketing Elements of the Four Major Exhibition Institutions in Gwangju - Kim, Yubin Supervisor : Prof. Lee, Jinryeol School of Design & Creative Engineering, Graduate School of Chosun Univ. This study analyzed the important factors of each of the four representative cultural and artistic institutions in Gwangju by deriving cultural marketing elements centered on cultural and artistic institutions and suggested cultural marketing implementation plans with specific examples. Cultural marketing is an effective tool to increase customer satisfaction and loyalty in non-profit cultural and artistic institutions, but since cultural marketing was mainly used by companies, there were no prior studies on what factors should be used in cultural and artistic institutions to carry out cultural marketing. Therefore, the purpose of this study is to analyze the important elements of cultural marketing by each institution, focusing on four exhibition institutions in Gwangju, to find out which elements are important in cultural marketing and to propose ways to activate each institution. Through literature research, pre-grouping tests, and homogeneity analysis, this study derived cultural marketing elements centered on cultural and artistic institutions that had not existed before. As a result, the elements were divided into five types, and a total of 43 were derived. After that, four representative cultural and artistic institutions in Gwangju were selected, and Kano analysis was conducted on which factors were important for each institution. The Kano survey was conducted only for those with institutional experience in each institution through positive and negative questions, and the size of customer satisfaction by factor was also analyzed through the Timko customer satisfaction coefficient. Five main findings of this study were derived. First, the factors that appeared as attractive quality factors in common with the four organizations were identified as "docent training program" of cultural support type, "experience program" of cultural production type, "connection with local tourism and local industry" of cultural halo type, and "regional linkage exhibition." Second, at the Gwangju Biennale Foundation, "networks with local organizations and schools" were analyzed as the most attractive factors for consumers, and the factors that differentiated them from other institutions were identified as "press releases," "mobile apps," "supporters," "residency education programs," "exhibition-linked products," "exhibition-linked promotional materials," "review events," and "events." Third, the Gwangju Museum of Art confirmed that the "docent training program" was the most attractive and important factor, and that "support for young artists" and "student internships" were important to differentiate the institution from other institutions. Fourth, at the Gwangju National Museum, the "regional-linked exhibition" factor was analyzed as the most attractive and important factor, and it was found that "education programs by age and class" and "regional-specific education programs" were important as factors to differentiate them from other institutions. Fifth, at the Gwangju History and Folk Museum, "tour programs" and "experience programs" were analyzed as the most important factors, and it was confirmed that there were no elements to differentiate them from other institutions. This study is significant in that it analyzes the important elements of cultural marketing by four cultural and artistic institutions and presents action plans with specific examples. In the future, it is expected that more efficient cultural marketing implementation will be possible if each institution's cultural marketing utilization performance can be measured. Keywords : Cultural marketing, Culture and arts institutions, Cultural marketing elements, 5S, Kano analysis