공연장 관람요인이 지각된 가치와 관람후 태도에 미치는 영향

Abstract

본 연구는 공연관람요인이 지각된 가치와 관람후 태도에 미치는 영향을 통해 공연장 관객개발의 모색을 제안하였다. 특히 주요개념인 관람요인, 지각된 가치, 관람후 태도, 재관람의도 등의 구성개념들을 중심으로 논의하였다. 예술경영의 공연장 연구에서 관객개발은 매우 중요하고 의미있는 분야이다. 하지만 기존의 관련연구들은 공연기획의 주체, 공연의 범위 등 연구범위의 설정에서 초점이 맞추어지지 않았다는 한계를 지니고 있다. 이에 본 연구는 공공극장측이 주최한 공연 가운데 순수예술공연에 한정하여 논의를 진행하였다. 본 연구는 관객개발의 본격적인 논의를 위해 연구를 위한 주요개념들의 정의를 규명하고 연구범위를 재설정하였다. 세부적으로는 극장과 공연장의 개념, 공연장의 유형, 순수예술의 정의를 살펴보았다. 이후 공공공연장에서 주최하는 자체사업의 종류와 순수예술공연의 종류에 대해 살펴보았다. 더불어 심층적인 논의를 위해 관객의 관람동기를 구분하여 이에 따른 조절효과를 살펴보았다. 본 연구에서 관람요인은 '공연장전문성', '가격', '광고홍보', '직원응대', '공연장접근성' 등 5가지의 변수로 설정되었다. 또한 본 연구는 매개변수인 '지각된 가치'와 '관람후 태도', 그리고 종속변수로 설정된 '재관람의도'를 주요개념으로 제시하였다. 연구결과 '공연장전문성', '가격', '광고홍보', '직원응대'가 지각가치와 관람 후 태도에 미치는 영향이 유의한 것으로 나타났다. 독립변수 가운데 '공연장접근성'은 유의하지 않은 것으로 확인되어 공공공연장의 공연장접근성에 대한 관객의 인식을 예측할 수 있었다. 본 연구에서 지각가치의 매개효과는 공연장접근성의 경우를 제외하고 대부분 유의한 것으로 나타났다. 이는 지각된 가치가 관람요인과 관람후 태도 사이의 관계를 매개하는 데 중요한 역할을 한다는 것을 시사한다. 본 연구에서 관람동기에 따른 조절효과는 공연장전문성, 가격, 공연장접근성에서 일부 유의한 것으로 나타났다. 공연장전문성과 지각된 가치의 관계에서 일반관객은 전문관객보다 더 호의적인 것으로 나타났다. 가격과 지각된 가치의 관계에서는 전문관객이 일반관객보다 더 호의적이었으나 관람후 태도에서는 오히려 부정적으로 나타났다. 공연장접근성과 관람 후 태도의 관계에서는 일반관객이 전문관객보다 더 긍정적인 값이 확인되었다. 본 논문의 연구결과를 통해 관람요인 가운데 공연장전문성, 가격, 광고홍보, 직원응대의 중요성을 확인하였다. 또한 관람요인과 지각된 가치, 관람후 태도, 재관람의도의 관계에서 통계적 유의성을 검정하였다. 본 연구모형을 통해 각각의 관계에서 매개변수들의 중요성도 확인하였다. 관람요인과 지각된 가치, 관람요인과 관람후 태도와의 관계에서 조절효과와 관련한 가설은 부분적으로 채택되었다. 공공극장의 관객개발과 관련하여 관람동기의 역할을 밝혔다는 점에서 본 연구는 마케팅적 시사점을 제시하고자 한다. 본 연구결과를 통해 공연장 측이 시도하는 마케팅 효과는 관객의 관람동기에 따라 구별된다는 점을 참고할 필요가 있다. 추후 관람동기에 따른 주최 측의 차별화된 마케팅 전략이 필요할 것으로 보인다. 본 연구결과는 대중예술에 비해 취약한 순수예술공연의 사례에 기반한 것으로 향후 공공공연장의 운영과 관련하여 전략적, 실무적 관리방안을 제시해 줄 것으로 사료된다.|This study proposes audience development strategies through examining the influence of perceived value and post-attendance attitudes on factors affecting performing arts attendance. The main concepts such as attendance factors, perceived value, post-attendance attitudes, and intention to revisit were particularly discussed as central components in this study. Audience development is a highly important and meaningful area within the field of performing arts management research. However, previous studies in this area have limitations in terms of their focus on the subject of performance planning and the scope of performances, as the research scope has not been adequately defined. In light of this, this study specifically focuses on fine artistic performances within the context of performances organized by public theaters, providing a more targeted and specific discussion. In order to facilitate a comprehensive discussion on audience development, this study clarifies the definitions of key concepts for research purposes and redefines the scope of the study. In particular, this study examines the concepts of theaters and performing arts venues, different types of performing arts venues, and the definition of fine art in detail. Subsequently, this study investigates the types of self-produced programs organized by public theaters and the various types of fine artistic performances. To facilitate a more in-depth discussion, this study also examines the motivations of audiences for attending performances, differentiating them based on audience segmentation, and investigates the moderating effects that arise from these motivations. In this study, the attendance factors are defined by five variables: ‘expertise’, ‘price’, ‘advertising and promotion’, ‘staff service’, and ‘venue accessibility’. These variables are considered as key factors influencing audience attendance. Furthermore, this study introduces the main concepts of perceived value and post-attendance attitudes as mediating variables, along with the dependent variable of intention to revisit. These variables are considered crucial in understanding the relationship between attendance factors and audience behavior. The research findings indicate that ‘expertise’, ‘price’, ‘advertising and promotion’, and ‘staff service’ have a significant impact on perceived value and post-attendance attitudes. Among the independent variables, it was found that ‘venue accessibility’ did not have a significant impact on the perceived value and post-attendance attitudes. In this study, the mediating effect of perceived value was found to be significant for most of the attendance factors, except for ‘venue accessibility’. This suggests that perceived value plays a crucial role in mediating the relationship between the other attendance factors and post-attendance attitudes. In this study, the moderating effects based on audience motivations were found to be significant for some of the attendance factors, namely ‘expertise’, ‘price’, and ‘venue accessibility’. This suggests that the influence of these attendance factors on perceived value and post-attendance attitudes may vary depending on the specific motivations of the audience. It was found that in the relationship between ‘expertise’ and perceived value, general audiences had a more favorable perception compared to expert audiences. In the relationship between ‘price’ and perceived value, professional audiences were more favorable than general audiences. However, in the relationship between price and post-attendance attitude, professional audiences were more negative compared to general audiences. This suggests that while specialized or expert audiences may perceive higher value in relation to the price, their post-attendance attitudes may be influenced by other factors leading to a more negative response. In the relationship between ‘venue accessibility’ and post-attendance attitudes, it was found that general audiences had a more positive response compared to expert audiences. Through the research findings of this paper, the importance of ‘expertise’, ‘price’, ‘advertising and promotion’, and ‘staff service’ has been confirmed. Furthermore, statistical significance was observed in the relationship between attendance factors and perceived value, post-attendance attitudes, and intention to revisit. Through the research model employed in this study, the importance of the mediating variables in each relationship was also confirmed. The mediating variables, such as perceived value, played a significant role in mediating the relationship between attendance factors and post-attendance attitudes. In the relationship between attendance factors and perceived value, as well as between attendance factors and post-attendance attitudes, the hypothesis related to moderating effects was partially supported. This study provides marketing implications by highlighting the role of audience motivations in relation to audience development in public theaters. Understanding and catering to audience motivations can be instrumental in developing effective marketing strategies for attracting and retaining audiences. By identifying the key motivations that drive individuals to attend performances, theater managers can tailor their marketing efforts and communication strategies to appeal to specific audience segments. This can help in enhancing audience engagement, increasing attendance rates, and fostering long-term relationships with the audience. Based on the research findings, it is important for theaters to consider that the effectiveness of their marketing efforts may vary depending on the audience's motivations for attending performances. It appears that differentiated marketing strategies by the organizers, tailored to the attendees' motives, will be necessary in the future. Indeed, the research findings of this study, which are based on cases of fine art performances that are relatively vulnerable compared to popular art, can provide strategic and practical management insights for the future operation of public performing arts theaters.