• The Journal of the Korea Contents Association
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• v.21 no.5
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• pp.182-199
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• 2021

This study was designed by paying attention to the negative aspects of the performing arts service. As interest in performing arts increases, various studies on services are being conducted in the performing arts field as well. However, although research on the positive side of performing arts services is steadily increasing, research on the negative side is insufficient. In this study, the limitations of existing studies were supplemented and the study was conducted by applying the Stimulus-Organism-Response (S-O-R) model for empirical research. The effect of failure of performing arts service as a stimulus variable on the response to complaint behavior through negative emotion as an organism was verified. As a result of the analysis, it was found that among the factors of failure in performing arts services, performance works and personal services had a significant influence on negative emotions. In addition, the influence of negative emotions on public and private complaints was confirmed. Lastly, this study will have academic significance in that it analyzed consumers by converting the factors of service failure of performing arts into variables.

• Korean Association of Arts Management
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• no.53
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• pp.47-69
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• 2020

This paper aims to understand the agents which have an impact upon artists' career development. By critically exploring previous research, this article conceptualizes the roles of intermediaries such as art schools, galleries, critics, and collectors in influencing the careers for artists. The qualitative case study is conducted by selecting KAWS as an intrinsic case. This study collects secondary data about the career trajectory of KAWS by various sources, which are analyzed according to the conceptual framework. The outcome of this research clarifies previous research from a sociological point of view in which highlights the significant importance of the art world's gallery, critics, media and collectors in developing the artist's career. In this paper, more importantly, the public attention to artists is construed as one of the agents influencing the career development of artists.

• Korean Association of Arts Management
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• no.58
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• pp.89-119
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• 2021

This study empirically analyzes the factors that affect the people's enjoyment of pure culture and arts, especially art exhibitions. We use 56,588 sample data from the "The Survey of Cultural Enjoyment" collected by the Ministry of Cultrure, Sports and Tourism over the last 10 years and perform multiple regression and Multi-Way ANOVA to analyze the effect of individual's cultural experience on art exhibit visits. The results of the analysis show that the experience of participating in culture and arts events, culture and arts education, and participation in culture and arts clubs have a positive effect on the art exhibition visits. We also identify the positive interaction effects between the three independent variables. In other words, it was found that the average number of visits to art exhibitions was higher for groups who had experience of participating in culture and arts events, culture and arts education, and culture and arts clubs. This study provides a first empirical analysis on personal factors influencing art exhibition visits in Korea and lays the groundwork for future studies in developing a comprehensive predictive model for cultural art visits. In addition, we give policy implications and suggestions specifically, mid-term policies related to promoting art exhibition visits as an extension of individual's engagement with pure culture and arts through big data analysis.

• Korean Association of Arts Management
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• no.53
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• pp.153-177
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• 2020

Arts organizations commonly face a range of operational challenges, from a lack of skilled workers to limited financial resources and thus are dependent on subsidies from the government. Yet, to fully realize their mission arts organizations must both develop strategies to effectively utilize government support and seek a way forward that does not depend on public subsidies. Business diversification, a strategy from corporate management, entails the expansion of products and services, and entry into new industries, enabling companies to disperse risks and increase profits. We propose that business diversification can be effectively applied to arts organization to address the myriad operational difficulties they face. To understand how an arts organization might deploy business diversification we conducted a case study of an organization that is actively pursuing the strategy: Sanwoollim Theater. We interviewed staff members of Sanwoollim including the executive director, as well as selected audiences, to understand how the business diversification model was being applied at Sanwoollim. Our findings indicate that, in a complex arts and cultural space, business diversification is a fresh and flexible new strategy that can enable private cultural arts organizations to thrive sustainably. It is also evident that government support in the initial stages of the process encourages diversification and that successful private arts organizations will leverage government subsidies into a sustainable business plan.

• Review of Culture and Economy
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• v.20 no.2
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• pp.19-45
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• 2017

This paper aims to apply our research and theorization on arts entrepreneurship to entrepreneurs active in the arts and cultural sector. Our goal is to develop proposals for practical actions that can support both arts entrepreneurs and supportive arts advocates. Using Action Research methodology, we hosted and facilitated two workshops with selected groups of arts entrepreneurs. Prior to the workshops we designed a questionnaire, based on the competency theory, to assess the qualities and characteristics of the participants. During the workshops we conducted surveys, interviews, and made observations in order to further understand the knowledge, experiences, motivations, capabilities, and attitudes necessary to successful arts entrepreneurship. We also conducted in-depth follow-up interviews with participants as a cross-check. We found that most of the participating arts entrepreneurs had a low understanding of the technology required for effective arts entrepreneurship, which has resulted in insufficient managerial support for artistic innovation. In addition, we found that participants lacked the skills and clear vision to construct a viable economic engine for their organization. Nevertheless, in light of the considerable strengths and high levels of enthusiasm and commitment participants evinced, we believe that their deficits can be corrected with education and training. Thus, we conclude by discussing the path forward and outlining a proposal to develop an innovative educational program on the daily operations of arts management that emphasizes applied technology and creating financial sustainability.

• Korean Association of Arts Management
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• no.51
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• pp.103-134
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• 2019

The study started with the perception that there would be numerous conflicts within and outside the organization as a national and public cultural and artistic organization. In addition, the conflict acts as a negative problem factor for the members of the organization, and the resulting emotions were identified to determine what relationship. Specifically, 1) identify ingesting the conflict factors recognized by the members of the art corps (organizations) of incumbent national and public cultural and artistic organizations (organizations), and 2) how conflicts provide influence to the art corps as a negative problem factor, 3) the feelings of conflict (exhaustion, turnover intent, job dissatisfaction, negative transition) are intended to look at the relationship. To summarize the findings, it is as follows: The conflict struck by the members of the arts corps of national and public cultural and artistic organizations could consist of 1) organizational conflicts (management, administration, operations, etc.) and 2) personal conflicts (artistic preferences, colleagues, etc.). This conflict has been found to provide anegative direction to the feelings of members of the organization. Both organizational conflict and personal emotions were found to have an effect on emotional exhaustion, and emotional exhaustion was found to affect the intention of turnover and job dissatisfaction. In addition, job dissatisfaction was examined to have an effect of the static (+) on the turnover intent, the turnover intent and job dissatisfaction has an effect of the political (+) on the negative transfer. Based on these results, the authors of this study presented effective implications for cultural and artistic marketing.

• Korean Association of Arts Management
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• no.54
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• pp.133-153
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• 2020

ICOM voted to resolve a new museum definition at ICOM2019. With the new discussion of a museum as a platform for participation and communication and a cultural hub, ICOM created a MDPP in 2015, started discussions to propose. This study intends to publicize the issues before it resolved. The definition has been proceeded by Jet Sandal, and still requires discussion and preparation. The pros and cons in each country were premised on decision making. The museums would face in response to the adoption of new definitions. The study focused on museum management, categorized factors such as vision, content, and targets and suggested the problems that museum would face. Through institutional and legal changes and predictions, the necessity of preparation was raised. This study is meaningful as a starting point of discussion for understanding and responding to the direction that museums face today.

• Korean Association of Arts Management
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• no.51
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• pp.75-102
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• 2019

This study aims to figure out the progression of Hyundai motor's corporate cultural marketing by conducting semantic network analysis. Although the previous research has focused on conception, categorization, impact, and performance of cultural marketing, they hardly pay attention to changes in cultural marketing over time. To explore the identified gap, we collected 2,315 articles concerning Hyundai motor's cultural marketing on daily newspapers printed from 2001 to 2018. The 18-year time period was classified into four periods, and lists of words were extracted and analyzed by Korean language analysis program, Textom and social network analysis program, called 'UCINET'. The outcome of our analysis indicates that Hyundai Motor's cultural marketing has been developed from the strategy of merely increasing sales to the means of distinguishing their corporate and brand identity. In the early 2000s, the words 'customer', 'The Age of Great Paintings: Rembrandt and the 17th century Dutch paintings', and 'performances' were extracted with high frequency. It shows Hyundai Motor held performance-oriented events and provided benefits to specific consumer groups under the type of 'Cultural Promotion'. In addition, as the exhibition sponsored by Hyundai motor was reported in the media with high publicity effect, the concept of 'Cultural Support' is also emerged. In the late 2000s, the top exposures were 'Seoul Arts Center' and 'Seoul Metropolitan Symphony Orchestra'. Under the concept of 'Cultural Support', both organizations and cultural events were sponsored by Hyundai motor. Hyundai Motor has the tendency to cooperate with high profile parties who have already accomplished high publicities to attract social interests and issues. In the early 2010s, Hyundai Motor created cultural marketing brand and space ('Brilliant' and 'Hyundai Art Hall') that broadened the potential target groups, which represented both 'Cultural Support' and 'Cultural Enterprise'. In the middle and late of the 2010s, as shown by the high frequency of 'brand' and 'global', Hyundai Motor has focused on the global market and viewpoint has expanded to brand building focusing on the type of 'Cultural Enterprise'.

• Korean Association of Arts Management
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• no.56
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• pp.217-242
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• 2020

At a moment in which the entire culture and arts field is in crisis due to the Covid-19 pandemic, the audience development strategies practiced by arts organizations require significant adaptation. In this paper we consider the theater for young audiences, Youngji, produced by the TYA(Theater for Young Audiences) Research Center(TYARC) of the National Theater Company of Korea (NTCK). We examine how an arts organization develops youth audiences and creates a participatory culture when normal non-face-to-face engagement is not possible. We applied an Action Research methodology to our research filed, which allowed us to track continuous change based on the evolving practices and contingencies of one arts sector organization. Using Brown and Novak-Leonard's (2011) audience involvement spectrum, Koste's (1995) concept of creative drama, and Moore's (1993) transactional distance theory, we explored the possibility of active audience development by analyzing the ways in which NTCK's arts education has adapted its approach to audience development. We find that, even in this non-face-to-face era, it is possible to effectively develop youth audiences through a dramatic play that continues from play to drama.

• Korean Association of Arts Management
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• no.49
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• pp.65-86
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• 2019

This study investigated the relationship among type of museum space, number of visitors, and number of collections. Museum space has been sorted in various ways(e. g. Seo, 2008; Lee, 2008; Ambrose & Paine, 2012), but this study adopted Lord et al. (2012)'s typology, which has public/non-public and collection/non-collection space, considering that Korean museums' space fits their typology. Using 853 museum data our regression analyses show that public-collection space is positively related to the number of visitors is bigger, while non-public-collection space is positively related to the number of collections. This study has academic and practical implications by showing there are differential relationship among those physical museum characteristics and museum performance.