• The Bulletin of The Korean Astronomical Society
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• v.44 no.2
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• pp.67.1-67.1
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• 2019

IAU 창립 100주년을 맞이하는 시점에서 현대 천문학의 주요 주제들을 다룬 체험형 특별전 '우주연구실 인턴체험전'을 기획하여 과천과학관에서 45일간 운영하였다. 유·초등 어린이로부터 중·고등 청소년과 성인에 이르는 다양한 연령층의 약 5만 명이 전시를 관람하였다. 전시의 주요 연출방향은 현대적인 천문학 연구성과를 대중과 공유하되, 관람객 스스로가 연구과정에 대한 이해를 통해 결과를 인지할 수 있도록 하는 것이었다. 1900년대 이후 천문학자들의 실제 연구방법과 원리를 단순화한 체험요소들을 개발하여 인간의 우주에 대한 호기심과 탐구의 흐름에 따라 관람할 수 있도록 전개하였다. 또한 관람객이 인턴연구원 과정을 수료하는 형태로 관람동선을 연출하여 전시내용을 보다 적극적으로 탐구하게 하였다. 전시 관람객 인식조사 결과, 전시를 통해 '암흑물질'을 새롭게 알게 되었다고 한 응답자가 가장 많았고, 그 외 우주의 규모, 블랙홀과 외계행성 관측, 아직 밝혀지지 않은 것들이 많음을 알게 되었다는 응답이 주를 이뤘다. 전시물에 대한 평가로는 직관적으로 거리-광도 관계를 보여주는 전시물과 블랙홀에 대한 이해를 돕는 체험전시물들에 대한 만족도가 높았고, 전시해설이 전시내용을 이해하는데 도움을 줬다는 응답자가 많았다. 여전히 초등 저학년이 이해하기 쉬운 전시물이 필요하다는 과제가 남아있다.

• The Journal of the Korea Contents Association
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• v.16 no.4
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• pp.123-131
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• 2016

The present study attempted to explore the impact of art gallery visitors' motivation and perceived quality of experience on satisfaction. For this purpose surveys were conducted at art galleries. The factor analyses identified four dimensions (knowledge, leisure, yearn for culture and art, and relationship) of motivations and another four dimensions (esthetic/entertainment, education, escapist, and sense of belonging) of perceived quality of experience. Subsequently, regression analyses revealed the influence of motivations and perceived quality of experience on satisfaction. Based on the findings, managerial implications and suggestions for further studies were discussed.

• The Journal of the Korea Contents Association
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• v.21 no.6
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• pp.494-504
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• 2021

The spread of Over-The-Top (OTT) service, which represents Netflix, and the social distancing caused by COVID-19, acted as an overall bad news for domestic multiplex movie theaters. In addition to this, the phenomenon of digital shifting was added, and the need for domestic offline movie theaters to seek a new market for growth emerged. This study focused on the concept of consumer value perception amid this problem consciousness, and attempted to investigate the relationship between the brand image of multiplex movie theaters and purchase satisfaction according to the type of consumer value perception. After data was sampled through a questionnaire survey to a total of 350 subjects, the results of empirical analysis according to the study model are as follows. Among the types of value perception of offline movie viewers, practicality had the strongest influence on brand image construction, and self-faithfulness had the strongest influence on purchase satisfaction of offline movie watching. In addition, the brand image of offline movie theaters had a positive(+) effect on the purchase satisfaction of moviegoers. Based on this, this study suggested a new survival strategy in the new normal era of offline Multiplex Cinemas.

• The Journal of the Korea Contents Association
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• v.17 no.5
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• pp.153-164
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• 2017

This research concurrently conducts literature review and quantitative research methodology in order to compare aesthetic experience of and . From the perspective of viewing attitudes, two types of perception equally coexist in both exhibitions: convergent perception is predominant over distracted perception in IL while distracted perception is higher than convergent perception in MIE. However, the influence of convergent perception on the degree of satisfaction and immersion is proved only in MIE. In terms of roles of viewer, there is a tendency to weigh on passive role in both exhibitions. In particular, it is worth noting that the role is relatively high in MIE. The role of viewer do not correlate with on the degree of satisfaction and immersion, as well as modes of perception. The elements of aesthetic experience are highly rated and the use of previous knowledge acts as a positive influence on the role of viewers in IL. Through this study, we witness the fact that visitors who are familiar with traditional artworks depend upon both modes of perception as well as passive role of viewer in the digital exhibition. In conclusion, remediation through digital technology has blurred the boundary of the dichotomy of a viewing attitude and a role of viewer depending on exhibit media, consequently MIE bears both natures of traditional artworks and digital media.

• Korean Association of Arts Management
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• no.54
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• pp.59-93
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• 2020

The development of digital technology has made consumers more knowledgeable about products than ever before. In this regard, experts have defined consumers in the digital age as knowledge seekers and pointed out that they are proficient in acquiring and sharing product knowledge prior to purchase. For service goods such as musicals, product prior knowledge executes strong effect due to such characteristics as intangibility, inseparabilit y,and heterogeneity. Prior studies in the field of performing arts, including musicals, have revealed that the prior knowledge of the audience has a positive effect on the satisfaction of the audience and WOM(word-of-mouth) intention. However, studies in the marketing field argue that consumers' high prior knowledge may have a negative impact on customer satisfaction and product evaluation depending on conditions, as they are more likely to compare, review, and expect products more closely. Therefore, in this study, we tried to identify under what conditions the musical prior knowledge enhances audience satisfaction and WOM intention. According to the results of previous studies, a mediating effect model was established in which the musical prior knowledge enhances the WOM intention through the mediation of the audience satisfaction. Then, Transportation was introduced as a mediation variable and it was verified whether the level changed the audience satisfaction and WOM intention. The reason for the introduction of the transportation construct reflects the results of previous research that the story is important component of musical. The results showed that the musical prior knowledge has a significant effect on WOM intention through the mediation of audience satisfaction. The moderating effect of transport was also significant on the relationship between musical prior knowledge and audience satisfaction. Lastly, through moderated-mediation analysis, it was confirmed that transportation moderates the mediating effect that prior knowledge affects on the WOM intention through audience satisfaction. Based on the results, we demonstrated that a musical story is fairly important to satisfy audiences with high prior knowledge. This study could contribute to the related filed in that it introduced the transportation construct for the first time, thereby broadening the understanding of the musical audiences in the era of smart consumers.

• Journal of the Korea Society of Computer and Information
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• v.20 no.4
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• pp.103-110
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• 2015

The biggest challenge of managing mobile interpretative device is that visitors do not have the mobile experience. Thus, in the research of the mobile application of the Leeum (Samsung Museum of Art), a short orientation session as a treatment was provided to survey participants to make them use of a mobile experience. The orientation solved the problem of hesitancy of using smartphone in other researches, it was simultaneously the uniqueness of the methodology. Based on the research data, their satisfaction with visiting experience and with using the application appeared to be relatively high. A half of participants used the application for 10 minutes which is accounted for 20-30% of the total viewing time. Participants (80.3%) engaged in each exhibit with the application in less than 30 sec.-1 minute. Comparing with the average time of engagement (10-30 sec.) for each exhibit without using mobile applications, it is possible to conclude that the mobile application notably contributed to make participants engage with exhibits longer.

• Korea Science and Art Forum
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• v.27
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• pp.277-288
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• 2017

The number of science museums in Korea has expanded quantitatively from 72 in 2008 to 128 in 2016. This study started with the fact that the government puts a lot of budget into building a science museum, but there are more than one quarter of science museums with less than 50 spectators per day and many inefficient institutions. The number of visitors is an important factor in improving the efficiency of the science museum operation. The purpose of this study is to analyze the relation between the service quality of the science museum and the customer satisfaction and the intention to revisit and to find out what kind of effort should be concentrated in the science museum to attract more visitors. Questionnaires were written in the exhibition, education, and culture fields of the Gwacheon National Science Museum. The results were derived by frequency analysis, reliability analysis, factor analysis, and multiple regression analysis. The results and contents of the study are as follows. First, in the field of exhibition, the quality of exhibition facilities was expected to affect customer satisfaction and intention to return, but did not have a meaningful relationship. Second, the education sector has been found to affect customer satisfaction and return intention in all aspects of service quality (operation and contents, instructors, educational facilities and environment). Third, in the field of culture (event), the quality of the cultural program influences the visitor satisfaction, but it does not affect the intention to revisit. The science museum can provide satisfaction to visitors by combining activities such as science and arts. Despite the limitations, it is necessary to make efforts to improve the visitor satisfaction and revisit by proceeding with the convergence research on the entire National Science Museum in the future.

• The Journal of the Korea Contents Association
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• v.20 no.5
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• pp.536-544
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• 2020

Artists using exhibition spaces can select exhibition spaces considering marketing activities provided by operators or organizations of exhibition spaces, so it is necessary to study the relationship between marketing activities and satisfaction factors. This study examines marketing mix 7P factors, satisfaction, and prior studies as a theoretical background to demonstrate the decisive factors of the artist's exhibition hall satisfaction. As a result of analyzing the questionnaire collected from 144 artists used the exhibition hall, among the 7P factors of marketing mix, product, price, and progress process influenced the satisfaction of the exhibition hall, and the influence was in order of progress, product, and price. The suggestions are as follows. First, among the 7P factors in marketing mix, the fact that products, prices, and progress influencing the satisfaction of the exhibition place emphasizes factors related to the actual exhibition. Second, among the 7P factors in the marketing mix, the process had the greatest influence on the satisfaction of the exhibition hall, which means that the service delivery process is important.

• Proceedings of the KAIS Fall Conference
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• 2009.12a
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• pp.118-121
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• 2009

제주지역의 대표적인 공립예술단이라고 할 수 있는 제주특별자치도립예술단 소속 교향악단과 합창단을 중심으로, 지역 공립예술단을 활성화하기 위한 체계적인 마케팅 기법 도입방안을 제시하고자 한다. 더 나아가서 향후 다른 장르의 공연예술 분야에도 적용할 수 있는 마케팅 전략의 이론적 틀을 제공하는데 연구의 목적이 있다. 본 연구에서는 공연 관람객을 대상으로 설문조사와 면접을 실시하고 공연 마케팅의 5대 요인(제품전략, 가격전략, 장소전략, 촉진전략, 고객전략)과 공연 관람객이 인식하는 공연 활성화 요인(공연 만족도, 타인 추천의향, 재관람 의향)과의 상관관계를 살펴봄으로써 마케팅 전략적 측면에서 제주공연예술단의 활성활 방안을 모색하기 위한 이론적 근거를 제시해보고자 하였다. 본 연구의 가설검증 결과를 요약하면 공연 활성화에 영향을 끼치는 마케팅 전략 요인은 제품전략과 가격전략, 그리고 고객전략이었다. 제품전략과 관련해서는 '공연작품 및 작가', '공연단체 및 출연진의 유명도' 그리고 '공연의 예술성과 흥행성'을 고려해야 하는 것으로 나타났다. 가격전략에서는 관객들이 입장료 '할인혜택'과 '적정한 가격이라는 느낌'을 갖도록 하는 것이 중요하며, 고객전략에서는 공연 이외에도 꾸준한 '고객관리'와 '공연정보 제공' 그리고 '공연체험', '공연시간 준수' 등이 주요 고려사항이었다.

• The Journal of the Korea Contents Association
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• v.11 no.6
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• pp.205-214
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• 2011

This study was to investigate the choice & satisfaction factors of a musical as culture contents, and I will recognize it about relation between these two factors. To achieve this, I did a survey with spectators of . Factors analysis and simple/multi regression analysis are utilized as data analytical methods. The choice factors of musical showed that it was five factors extracted a price and facilities, production and directing, marketing, musical quality, OSMU. The satisfaction factors of musical was four factors extracted a production company and trust of advertisement, artistic presentation, harmony of All members of the cast, level of leading actor or actress. The choice of musical influenced satisfaction factors showed that it as performance prices and facilities level is reasonable, and spectators expect high satisfaction regarding a performance. Analysts say that, Pricing to be exposed to quality of a work in order to raise musical satisfaction shall be performed. Also, An exaggerated performance marketing is negative to satisfaction of an audience compare with quality of a work it was confirmed to affect. This study suggests that important point is planning, directing and marketing of a musical.