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Effects of the 7P`s strategy of Performing Art Marketing on Audience Satisfaction and Voluntary Behavioral Intention
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공연예술 마케팅 7P`s 전략이 관객만족 및 자발적 행동의도에 미치는 영향

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Type
Academic journal
Author
Jo, Sun-Ha (국립목포대학교)
Journal
The Korean Society Of Sports Science Korean Journal of Sports Science Vol.24 No.1 KCI Accredited Journals
Published
2015.2
Pages
723 - 734 (12page)

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Effects of the 7P`s strategy of Performing Art Marketing on Audience Satisfaction and Voluntary Behavioral Intention
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Abstract· Keywords

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The purpose of this study is to analyze the effects of the 7 P’s strategy of contemporary dance and musical marketing that is the most active in performing art on audience satisfaction and voluntary behavioral intention and establish an efficient marketing strategy of performing art. For this, audiences in four performing art halls located in Seoul were selected as a population from April to May, 2014. A convenience sampling method was applied and self-administration was used. 495 respondents were sampled after 45 respondents who included insincere or omitted answers were excluded. SPSS. WIN 20.0 was used for data processing. Correlation analysis and multiple regression analysis was conducted to examine the relationship among the 7 P’s strategy of contemporary dance and musical marketing, audience satisfaction, and voluntary behavioral intention. The results of testing study hypotheses were as follows. First, for the relationship between the 7 P’s strategy of contemporary dance and musical marketing and audience satisfaction, while product, place, promotion, and physical environment had a significant effect in contemporary art and product, physical environment, and place had a significant effect in musical, price had a negative(-) effect. Second, for the relationship between the 7 P’s strategy of contemporary dance and musical marketing and voluntary behavioral intention, product and process had a significant effect on cooperation in contemporary dance and musical. Promotion had a significant effect on participation intention but place had a negative(-) effect in contemporary dance. On the other hand, product and process had a significant effect on participation intention in musical. Third, for the relationship between audience satisfaction and voluntary behavioral intention, a significant effect on cooperation and participation was found in both contemporary dance and musical.
#Performing Art #7P`s of Marketing #Audience Satisfaction #Voluntary Behavioral Intention

Contents

Abstract
Ⅰ. 서론
Ⅱ. 연구방법
Ⅲ. 결과 및 논의
Ⅳ. 결론 및 제언
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References (32)

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1. [학위논문] - 김경선 / 2008 / 뮤지컬공연에서 마케팅믹스와 관람욕구가 만족도와 추천의도에 미치는 영향에 대한 연구 / 박사 / 홍익대학교 대학원 google schola 2. [학술지(정기간행물)] - 김병국 / 2012 / 지역축제 속성이 방문객 만족과 자발적 행동에 미치는 영향: 청송 사과축제를 중심으로 / 대한경영학회지 25 (2) : 1139 ~ 1152 dbpia 3. [학위논문] - 김영태 / 2013 / 호텔기업 객실서비스회복에 대한 공정성지각과 고객시민행동간의 영향 관계 연구 / 박사 / 동아대학교 대학원 dbpia 4. [학위논문] - 나상원 / 2010 / 무술공연의 마케팅 전략과 관람만족 및 추천의도와의 관계 / 석사 / 한국체육대학교 대학원 google schola 5. [학술지(정기간행물)] - 남원희 / 2010 / 무용단 지도자의 의사소통노력과 헌신이 단원들의 자발적행동 및 혁신행동에 미치는 영향 / 한국무용과학회지 (21) : 1 ~ 15 dbpia

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