무용공연 선택요인에 따른 관람만족 및재관람 의사의 관계

Abstract

Recently, many studies have been made on how to popularize dancing, and among others, on how to activate attending dancing performance. However, concrete research and exploration of strategies are lacking, and in particular, sufficient studies and research have not been made on audience factors as relational variables which lead to decision making on performance type and stage, and attending the show. This study is intended to examine the relationship between satisfaction and revisit intention of audience of dancing performance by the factors for selecting dancing performance (content of performance, dancers, performance hall, cost, and service) in order to propose effective marketing strategies fit to dancing performance for those who are engaged in dancing performance covering planners and directors and various organizations managing dancing performance so that they can apply the proposed strategies with the aim of laying the ground for dancing performance to stand firm as a cultural commodity and providing basic data for the progress of dancing as performance art. Therefore, the study aims to identify factors affecting the audience’s selection process of dancing performance and investigate how these factors affect satisfaction and revisit intention of audience. To this end, the study selected subjects from the audience of dancing performances offered in stages located in Seoul a total of 600 samples with the convenient sampling method. Venue samples of dancing performance were chosen from those which plannedto offer performances from March to April, 2008 and have performance halls with more than 500 seats. A total of 537 copies of questionnaire except for incomplete 63 copies were selected finally for this study. Those data which underwent collection and search were tested by a statistical program, SPSS/WIN 13.0 via exploratory factor analysis, independent groups t-test, one way ANOVA, and multiple regression analysis depending on the purpose of the study. The results of the analysis of the data by the methods and procedures as outlined above are as follows: First, in the background variables, demographical variables such as gender, age, education, income, occupation, frequency of attending dancing performance, and whether the participant majored in dancing or not were found to have a significance difference in the factors of selecting dancing performance. Second, in the case of the relationship between audience satisfaction and factors for selecting dancing performance (content of performance, dancers, performance hall, cost, and service), audience of dancing performance was found high with content of performance and dancers and low with service. In particular, those audiences who majored in dancing showed a lower level of satisfaction with service than their counterparts. Third, as far as the relationship between audience satisfaction and revisit intention, the higher the audience satisfaction was, the higher both revisit intention and possibility became. In particular, those who majored in dancing were found to be higher in revisit intention than their counterparts.