클래식 기획공연 재관람의도에 미치는 영향 요인에 관한 연구

초록

This study tries to look into how classical programmed performance features influence whether audiences want to revisit and suggests some ideas for better performance management based on the findings. To figure this out, a survey was given to people who had attended classical programmed performances, using the Marketing Mix 7P theory as a guide. The collected data was checked through exploratory factor analysis (EFA) and multiple regression analysis.The results showed that performance quality, promotion, and performance identity had a noticeable impact on whether people wanted to come back. On the other hand, accessibility seemed to have a negative effect on revisitation intentions, which seems to suggest that just having a convenient location or being easy to get to isn’t enough to keep audiences coming back. It turns out the actual performance elements matter a lot more in their decision-making. Also, the things that influenced revisitation differed depending on how often people attended and where they lived. High-frequency attendees and people from the Seoul/Gyeonggi area seemed to care more about artistic quality and the venue's special identity and consistency, while those who attended less frequently and those from other regions seemed to be more influenced by things like accessibility and promotion.Based on these findings, this study suggests taking a more customized approach: focusing on artistic quality and keeping the venue's identity and regularity strong for those who attend often, while highlighting accessibility and promotional efforts for those who don’t attend as much. Also, making sure the performance's originality and regular schedule stay consistent could help boost the venue's brand and keep audiences coming back in the long run.

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