조건부가치평가법에 의한 대형 국풍 이머시브 연극의 소비자 지불의사 추정

초록

With the development of the immersive industry in China, the industry is becoming more and more recognized, and various works representing immersive theater are constantly being launched. In 2018, Chinese National Style went through a developmental process from its constituent elements to Chinese national brands, and then to Chinese national style fashion, gradually forming a comsumer trend of Chinese national style. Now Chinese National Style Cultural has expanded into various fields such as cultural tourism, art, education, and media. This study aims to estimate the willing to pay and the economic value of large-scale Chinese national-style immersive theater using the contingent valuation method (CVM). As a result, the willingness to pay per person was found to be 513 CNY(95,000 KRW). As the theater market has recently recovered to pre-COVID-19 levels, it is estimated that if the immersive theater can perform twice daily, five days a week, and achieve 80% attendance each time, the annual admission revenue alone will be 59.1 million CNY(10.92 billion KRW). This study provides policy implications for the potential development value of performances. The findings will be used as a basis for future economic valuation of immersive performances and can also provide a reference for performance planners.

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