무용공연 환경이 관람객의 만족 및 재관람 의사에 미치는 영향

Abstract

The purpose of this study was for dance performance to determine a position as a cultural product and to provide basic materials which can revitalize dance performance as performance art. To achieve this, this study examined the effects of environmental factors of dance performance on the satisfaction and revisit intention of spectators, and helped the planning and direction-related people and organization groups of dance performance explore and practice an effective marketing strategy proper to dance performance. 450 spectators viewing dance performance in dance stages located in G city were selected as a population. A convenient sampling method was used to select subjects and 450 sampling persons were set up as a population. Poor responses or unreliable data were excluded after collecting data through a questionnaire survey. Then, frequency analysis, one-way ANOVA, multiple correlation analysis, and multiple regression analysis were conducted using SPSS 12.0 program. Finally, the following conclusion was obtained. First, for the frequency and motivation of viewing dance performance, two or three times were the most in the frequency in recent one year, and vigor to life and improvement in quality of life were the most in the motivation. Second, for the analysis of environmental factor of viewing dance performance, a product strategy had difference in demographic social factors such as sex, education, monthly income, and viewing frequency; a place strategy had difference in sex and viewing frequency; a price strategy had difference in sex, education, and viewing frequency; and a promotion strategy had difference in sex, monthly income, and viewing frequency. Third, for satisfaction at viewing dance performance by demographic social factors, price satisfaction was different in sex and monthly income and the high income class was more satisfied than the low income class. Product satisfaction was different in education and subjects with higher school education showed higher satisfaction. As viewing frequency became higher, satisfaction of production, promotion, and customer management was high. Fourth, for correlation analysis between spectator satisfaction and revisit intention, product, price, place, promotion, and customer management satisfaction all had influence on revisit intention. Therefore, a party concerned should keep their mind on these factors in marketing. Finally, for multiple regression analysis between spectator satisfaction and revisit intention, product, price, place, and promotion had influence on revisit intention but had no influence on customer management.