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창작뮤지컬의 콘텐츠 제공 및 홍보에 대한 소비자 선호 분석
- 강하나;
- 진현정
초록
As the supply of and demand for creative musical has increased and some cases of Korean creative musicals has appeared, various creative musicals has been developed and performed. Therefore, this study analyzes consumer preference regarding the attributes of contents supply and promotion for Korean creative musicals using the conjoint analysis. The results show that ‘actor’ is the most important factor among various properties of Korean creative musical followed by ‘evaluation’, ‘advertising’, and ‘theater’. Specifically, the respondents preferred ‘professional actor’ to ‘star entertainer’ and ‘large theater(more than 1,000 seats)’ ton ‘middle or small size theater’. It was also shown that they favored ‘evaluation by an acquaintance’ in evaluation and ‘broadcasting advertisement’ in advertising. In addition, by using the utilities derived from the conjoint analysis, this study divides respondents into 3 meaningful groups using the cluster analysis.