Journal of the Korea Academia-Industrial cooperation Society (한국산학기술학회논문지)

The Korea Academia-Industrial cooperation Society (한국산학기술학회)
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The effect of Spectators' Motivation on Satisfaction

관람객의 관람 동기가 공연만족에 미치는 영향

  • Hwang, Kum-Ju (Department of Business Administration, Chung-Ang Univ.) ;
  • Kang, Eun-Ju (Department of Business Administration, Chung-Ang Univ.) ;
  • Hahn, Ju-Hee (Department of Business Administration, Chung-Ang Univ.)
  • 황금주 (중앙대학교 경영경제대학 경영학부) ;
  • 강은주 (중앙대학교 대학원 경영학과) ;
  • 한주희 (중앙대학교 경영경제대학 경영학부)
  • Received : 2010.11.14
  • Accepted : 2011.04.07
  • Published : 2011.04.30
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Abstract

This study explored effects of spectators' motivation on their satisfaction from culture-art performance. Most studies of performing arts have focused on effects of marketing elements. However, this study first looked at important elements affecting audiences' satisfaction to identify considerations for effective design processes for performing arts. Second this paper examined how audiences' satisfaction affect their stress in order to understand the relationship between audiences' satisfaction and their psychological stability. This study found that emotional satisfaction and rational satisfaction could improve emotional satisfaction, while only emotional motivation could affect aesthetic satisfaction. According to our analysis, emotional satisfaction led to psychological stability and reduced audiences' stress.

본 연구는 문화예술 공연에 있어 관람객의 동기가 공연 만족에 미치는 영향력을 살펴보았다. 지금까지 공연예술에 대한 연구는 대부분 공연의 마케팅 요소에 초점을 맞추어 이루어져 왔다. 그러나 본 연구는 공연 관람객을 중심으로 공연 기획 과정에서 관람객의 만족을 높이기 위하여 고려되어야 할 점이 무엇인지 알아보고자 하였다. 그리고 관람객의 만족이 구성원의 심리적 안정에 기여하는가를 탐색하기 위하여 스트레스에 미치는 영향력을 알아보았다. 연구 결과는 다음과 같다. 감성적 동기와 이성적 동기는 정서적 만족을 높이는 것으로 나타났으며, 시설 만족에는 감성적 동기의 영향력만이 확인되었다. 그리고 정서적 만족은 관람객의 스트레스를 낮추는 것으로 분석되어 공연 관람을 통한 만족은 관람객의 심리적 안정에 기여하는 것으로 나타났다.

Keywords

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