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http://dx.doi.org/10.5762/KAIS.2017.18.12.286

A Case Study on Big Data Analysis of Performing Arts Consumer for Audience Development  

Kim, Sun-Young (Department of Performing Arts, Kyunghee University)
Yi, Eui-Shin (Department of Culture & Arts Management, Seoul Cyber University)
Publication Information
Journal of the Korea Academia-Industrial cooperation Society / v.18, no.12, 2017 , pp. 286-299 More about this Journal
Abstract
The Korean performing arts has been facing stagnation due to oversupply, lack of effective distribution system, and insufficient business models. In order to overcome these difficulties, it is necessary to improve the efficiency and accuracy of marketing by using more objective market data, and to secure audience development and loyalty. This study considers the viewpoint that 'Big Data' could provide more general and accurate statistics and could ultimately promote tailoring services for performances. We examine the first case of Big Data analysis conducted by a credit card company as well as Big Data's characteristics, analytical techniques, and the theoretical background of performing arts consumer analysis. The purpose of this study is to identify the meaning and limitations of the analysis case on performing arts by Big Data and to overcome these limitations. As a result of the case study, incompleteness of credit card data for performance buyers, limits of verification of existing theory, low utilization, consumer propensity and limit of analysis of purchase driver were derived. In addition, as a solution to overcome these problems, it is possible to identify genre and performances, and to collect qualitative information, such as prospectors information, that can identify trends and purchase factors.combination with surveys, and purchase motives through mashups with social data. This research is ultimately the starting point of how the study of performing arts consumers should be done in the Big Data era and what changes should be sought. Based on our research results, we expect more concrete qualitative analysis cases for the development of audiences, and continue developing solutions for Big Data analysis and processing that accurately represent the performing arts market.
Keywords
Big Data; Audience Analysis; Performing Arts; Performing Arts Industry; Card Data for Performing Arts;
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Times Cited By KSCI : 1  (Citation Analysis)
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