• The Journal of the Korea Contents Association
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• v.16 no.6
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• pp.168-182
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• 2016

The domestic market for performances and concerts is rapidly growing. However, despite of the various efforts to attract audience, the market still struggles in securing consumers for classical music performances. In this context, the following thesis first explores the factors that determine the choice of performances through open-ended questions to categorize the types of consumers based on the results. Then, effects of different factors of choices for each type of consumer are studied to find out how these factors affect the consumers' purchasing decisions. As a result, 35 factors out of the 40 factors were ultimately confirmed as the factors that determine the consumers' choice for purchasing classical music performances. Then, the 35 factors were classified into seven categories. Moreover, an empirical analysis showed that personal factors, factors regarding contents of the performance, information factors, environmental factors and marketing factors had significant effects on the consumers' purchasing decisions. The degree of influence of the factors for each type of audience varied. This study conclusively seeks to contribute to developing a more thorough marketing strategies for performance arts institutions and performance venues.

• The Journal of the Korea Contents Association
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• v.11 no.6
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• pp.205-214
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• 2011

This study was to investigate the choice & satisfaction factors of a musical as culture contents, and I will recognize it about relation between these two factors. To achieve this, I did a survey with spectators of . Factors analysis and simple/multi regression analysis are utilized as data analytical methods. The choice factors of musical showed that it was five factors extracted a price and facilities, production and directing, marketing, musical quality, OSMU. The satisfaction factors of musical was four factors extracted a production company and trust of advertisement, artistic presentation, harmony of All members of the cast, level of leading actor or actress. The choice of musical influenced satisfaction factors showed that it as performance prices and facilities level is reasonable, and spectators expect high satisfaction regarding a performance. Analysts say that, Pricing to be exposed to quality of a work in order to raise musical satisfaction shall be performed. Also, An exaggerated performance marketing is negative to satisfaction of an audience compare with quality of a work it was confirmed to affect. This study suggests that important point is planning, directing and marketing of a musical.

• The Journal of the Korea Contents Association
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• v.18 no.9
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• pp.661-674
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• 2018

This paper studies how the audience perceives the types of classical performances in their performance choice, analyzes its effects on performance invigoration, and investigates how such an audience perception affects the marketing application of performance on the supply side. For this, based on data of performance programs delivered in five representative concert halls for last three years as well as the classification of previous literature, we classified performance types into five categories such as Authentic classic, Omnibus, Lecture, Crossover and Mixture type. And then, we surveyed the audience of classical music. From statistical analyses, we found first that the audience perceives the types of classical performances and utilizes their perception as an element in choosing performances. Second, the perception of classical performance types has significant effects on audience development and progress in circumstances of high audience acceptance and satisfaction. Finally, this result confirms that suppliers can employ this audience perception as a marketing strategy by setting target audience based on such perception.

• The Journal of the Korea Contents Association
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• v.20 no.10
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• pp.109-118
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• 2020

In this study, the selection attributes of contemporary dance audience were constructed based on prior study and the selection attributes of contemporary dance performance were identified through EFA(Exploratory Factor Analysis). Therefore, Six attributes were derived: physical evidence, tickets, people, information, product, and reputation. Based on these attributes, the selected attributes were identified through 'ETPB(Extended Theory of Planned Behavior)' to see if they affect ticket purchase behavior. In result, Among the selection attributes of contemporary dance performances, three attributes of reputation, people and product influenced the audience's attitude, while only product and human attributes influenced the purchase intention of tickets. Among the variables of ETPB to enhance the ability to purchase intention of tickets, audience attitude, perceive behavior control, and prior knowledge have had a positive effect on purchase intention of tickets, except for subjective norm. Therefore, it is meaningful that this study presented and verified empirically the attributes of select centered on visitors, which can improve the intention of purchasing tickets for contemporary dance performances.

• The Journal of the Korea Contents Association
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• v.15 no.12
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• pp.106-120
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• 2015

Along with economic growth which affects to the overall increase in income level within society, more permissible leisure time, and change in values of the life style directly affected to the more demand of performance arts. The theaters where the performance contents are actually accomplished have been built with various objectives and now there are 232 of performing art theaters are in operation at various locations over the country. The purpose of this research is to identify behavioral factors regarding how the preferable choice were made from the various type of the performance arts, study for the correlation on post behavior customer based on the survey conducted at Sori Art Center. As a result of this research, there were strong correlation were identified between how the preferable choice were made among the various type of performance and Customer's intend of returning visit /perceivd value. In addition to the aforementioned result, the survey result shows that the excellence of the facility, hospitality level of the staffs, and additional customer services were the meaningful positive factors and user convenience/subsidiary facilities were negative factors to the overall service quality control activities. The research reveals meaningful correlations between quality of the customer service factors and how the preferable choice were made by customer that lead to strategic plan which will increase competitiveness of the Sori Art Center. Extensive research for the Sori Art Center which represents cultural power of the local community would be exemplary case not only for the art centers in metropolitan area but also other local areas within the country.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.12
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• pp.8297-8305
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• 2015

A cultural and art performance is a domain of the service from which consumers want to get a value through the experience, and a comprehensive study of the service quality the consumers judge to be important is necessary. Also, there are active studies of service quality in various service industries and fields, but there are not many studies related to service quality in the performance business. In the performance industry, the service quality of the theater has a great influence in order to express the distinct theme, and yet, there has been no study of the influences of the choice factors of performing arts, the quality of the physical environment, in other words, the quality of interaction and the quality of the outcome of their selection of a performance of each type of use by the audience of performing arts. Thus, this study aims to understand the quality of physical environment considered by the audience of a choir performance in the selection of the performance according to the type of use of the choir performance and analyze the influences of these factors on the quality of interaction, the quality of outcome and behavioral intention to provide suggestions for the establishment of marketing strategies in the future.

• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.664-675
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• 2021

This study is to analyze the selection criteria for street dance institutes in the subjects of ordinary people and students majoring in street dance who select the institutes. Moreover, it aims to enhance the perception and values of street dance and to provide with the required data for the development of institutes that train street dance. To do so, a survey was conducted in the subjects of 300 street dance learners who went to the street dance institutes. Frequency analysis, reliability test, correlation analysis, and one-way analysis of variance (ANOVA) were performed using SPSS 18.0 Program with the collected data, and the results are as follows. In summary, training programs, services, and promotional environment were identified to be important criteria to select the street dance institutes by the learners while the low level of perception on the price was found.

• Journal of Korea Entertainment Industry Association
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• v.15 no.1
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• pp.75-85
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• 2021

The purpose of this study is to examine the importance and satisfaction of users in the use and selection of a dance academy and contribute to methods for the activation of a dance academy based on basic information. A questionnaire survey was conducted with 213 users attending 12 dance academies in G Metropolitan City using the IPA statistical method. The following conclusions were drawn. The highest importance of a dance academy in IPA analysis was a professional teacher, followed by clean dance equipment, transit accessibility, dance academy fee, and a kind teacher. The highest satisfaction was a professional teacher, followed by various dance programs, teacher's choreography ability, a kind teacher, and transit accessibility. Based on the findings, dance academy users felt that the professionalism and kindness of teachers who directly teach them, academy fee, and equipment cleanliness associated with the age of COVID-19 were important. High satisfaction factors were teacher-related factors and transit accessibility. Therefore, it is considered that a professional and kind teacher and clean and hygienic environment will contribute to the activation of a dance academy.

• Korean Security Journal
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• no.11
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• pp.203-226
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• 2006

A highly sophisticated expertise and systematic and integrated management of security operation are essential for a crowded stadium. a special object of security guarding. Nonetheless, the recent incident in a singing concert hall reveals the overall problem like the lacking safety management system. lacking deployment of professional security personnel, absence of safety manuals and safety measures, as well as the lack of professionalism of private sector security companies. In this study, we presented three categories that needed improvement, like the legal and institutional improvement, improvement of policy and improvement of operation which are required to set up the model to operate the optimal private sector security duties. For the revision of law and institution for a better and more desirable method, we discussed the revision of related laws and regulations pursuant to the security operation at places where events are held, including the revision of law on security guarding work, regulation on common housing management, uniformity of security guarding, and law on performance. For the improvement of policies, we discussed the introduction of security consultants, strengthening the security instructor system, expansion of relevant organizations, establishment of mutual cooperation, privatization of profitable events, improvement of awareness about the security activities provided by private sector, policy for the professionalism of private security operation, expansion of security exhibition and seminar. For the improvement of operation. we discussed professional security techniques. such as the technique of security consulting, the application of CPTED technique, the technique for the integration of system, the method of operation, the establishment of a system to support public security operations and volunteers, establishment of a manual for security guarding performance, modernization and high tech-oriented equipment, organization of security guarding entity in which the industry, academic society and government participates together.