수단-목적 사슬이론을 활용한 한국전통공연관객의 추구가치 분석

초록

In this study, we tried to identify the values that Korean traditional performance visitors pursue through performance and the value seeking system that provides them. To clarify the value system pursued by Korean traditional performances visitors, we have utilized software laddering - based means - the objective chain theory to explore the analysis, analysis and results. In the study of application of soft laddering technique using in-depth interview, in-depth interviews were conducted for 16 major subjects and 20 untrained subjects for 1 hour, focusing on basic items derived from basic analysis, The benefits gained from watching the performances, and the value of the performances pursued by the visitors. The results of the research are summarized as a Hierarchy value map (HVM) consisting of attribute-benefit-value, Through the cut-off work, we identified and visualized significant attribute – benefit - value systems. The results of the research are finally summarized as a value hierarchy (HVM) consisting of attribute-benefit-result Through the Cut-Off work, we identified and visualized meaningful attributes-benefits-value systems. The Hierarchy value map(HVM) analysis shows that [artistic beauty] - [sense of accomplishment] is the most important value seeking system. In case of major, [invitation ticket] - [friendship/Good interpersonal relationship] was analyzed as a main value pursuit system. In the end, we used a system to pursue the main value pursued by the audience through the performance viewing, and presented schemes and strategies to raise the satisfaction of the performers' performances and to utilize research results such as spectator development plan. The results of this research are expected to be usable as a foundation for basic development of traditional Korean performances showing poor profitability due to sluggishness, as a basic material.

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