• The Journal of the Korea Contents Association
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• v.15 no.7
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• pp.511-519
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• 2015

We present an in-depth analysis on the factors that influence viewing satisfaction and behavior of visitors in the exhibition. The proposed method consists of two steps including, i) classification of factors into demographic and social, psychological, cultural through surveys and ii) analysis the impact of viewing satisfaction and behavior on the characteristics of visitors. The proposed method can find the characteristics of each factor from the general audience, and can be used in planning and the exhibition in the form of an organized database in the future.

• Proceedings of the Korea Contents Association Conference
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• 2019.05a
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• pp.43-44
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• 2019

본 연구는 미술전시 관람객의 유형을 분류하고 유형별 특성을 실증적으로 분석하는 것을 목표로 한다. 이를 위해 관람객 유형을 특징짓는 여러 요인을 추출해 설문을 설계하고 실제 미술관 관람객을 대상으로 설문조사를 수행하였다. 설문결과를 토대로 요인분석 및 군집분석을 수행해 '미술 애호 관람객', '학습 추구 관람객', '친교 추구 관람객'으로 명명한 세 가지 유형을 도출하였다. 이에 따른 각 유형의 특성 분석을 통해 관람객 맞춤형 전시관람 콘텐츠 설계시의 시사점을 제시하고자 하였다.

• Korean Association of Arts Management
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• no.60
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• pp.121-153
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• 2021

The purpose of this study is to empirically clarify the relationship between the aesthetic experience of visitors and the effect of online exhibitions at museums on the degree of viewing an offline exhibition. For this reason, the attributes of online exhibitions are composed of accessibility, interaction, informativeness, playfulness, etc., and the aesthetic experience is composed of four factors: emotional, communicative, cognitive, and perceptual areas. A survey was conducted to analyze the effect on viewing intention. The results of multiple regression analysis of the questionnaire results revealed that first, the online exhibition service had a partially significant positive(+) effect on the aesthetic experience. It was analyzed that informativity had the greatest effect on the emotional domain of aesthetic experience, playfulness had the greatest impact on the communication and perceptual domains, and access had the greatest impact on the cognitive domain. Second, it was found that online exhibitions had a partially significant positive (+) effect on offline exhibition viewing intention in the order of playfulness, interactivity, and informativity. Third, it was found that aesthetic experiences had a significant positive (+) effect on offline exhibition viewing intention in the order of cognitive, emotional, communication, and perception. In addition, it was confirmed that the aesthetic experience partially mediated the intention to view online and offline exhibitions. We hope that this study will serve as an opportunity to spark academic discussion along with practical implications for inducing online exhibition users to offline exhibitions.

• Proceedings of the KAIS Fall Conference
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• 2010.11b
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• pp.777-780
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• 2010

최근 박물관은 과거의 경직된 전시의 기능에서 벗어나 좀 더 관람자에게 다가가는 전시를 지향하고 있다. 이러한 경향은 전시를 점차 엔터테인먼트로서 기능하게 하는 한 요인이며, 영화와 텔레비전 같은 타 매체와 경쟁하면서 그러한 기능은 더욱 강화되는 실정이다. 본 연구에서는 이라한 경향의 원인을 구체적으로 고찰하며 이러한 기능의 의미를 분석하고자 한다.

• Review of Culture and Economy
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• v.17 no.2
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• pp.137-159
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• 2014

The items currently used in museum service evaluations fail to offer satisfactory suggestions that could aid in the improvement of museum services. This study aims to identify and develop items that take into consideration the unique nature of art museum services. This study also identifies factors that determine visitor satisfaction and decisions to revisit with the end of offering methods to improve art museum service. The research conducted was based on an on-site survey of visitors of the Gwangju Art Museum. 223 questionnaires were collected, 211 of which were used in the data analysis. Factor analysis was applied to identify service factors to be considered at art museums. Regression analysis was then applied to estimate the influence of each factor in visitor satisfaction and revisit intention. This study first identifies five service quality factors of art museums: display method, employers, content, facilities, and supplemental programs. Results of the regression analysis showed that content is the most important factor in raising customer satisfaction and revisit intention. Supplemental programs were also significant in raising young and family customer satisfaction. The results also showed that various supplemental services such as education and experiential programs were necessary. Service facilities were also statistically significant factors in customer satisfaction and revisit intention. This study contributes in identifying five factors that could better measure art museum service quality. It also suggests a method to improve museum service quality based on the results of empirical investigations. This information could be of great help to art museum operators and other researchers.

• Korean Association of Arts Management
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• no.58
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• pp.89-119
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• 2021

This study empirically analyzes the factors that affect the people's enjoyment of pure culture and arts, especially art exhibitions. We use 56,588 sample data from the "The Survey of Cultural Enjoyment" collected by the Ministry of Cultrure, Sports and Tourism over the last 10 years and perform multiple regression and Multi-Way ANOVA to analyze the effect of individual's cultural experience on art exhibit visits. The results of the analysis show that the experience of participating in culture and arts events, culture and arts education, and participation in culture and arts clubs have a positive effect on the art exhibition visits. We also identify the positive interaction effects between the three independent variables. In other words, it was found that the average number of visits to art exhibitions was higher for groups who had experience of participating in culture and arts events, culture and arts education, and culture and arts clubs. This study provides a first empirical analysis on personal factors influencing art exhibition visits in Korea and lays the groundwork for future studies in developing a comprehensive predictive model for cultural art visits. In addition, we give policy implications and suggestions specifically, mid-term policies related to promoting art exhibition visits as an extension of individual's engagement with pure culture and arts through big data analysis.

• 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.

• Management & Information Systems Review
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• v.28 no.3
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• pp.99-115
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• 2009

This research analyzed determining factors of expenditure for processing fee by targeting trade show participants under a microeconomic approach in order to analyze determining factors of the participations of trade shows. As a result, with regard to the participation fees, income and the level of education seemed to be the socioeconomic factors that positively affected visitors in paying admission fees: and age and gender were negative elements. With regard to the participating businesses, the sales and the corporate history of the businesses were the positive elements to their willingness to pay the participation fees: however, the ratio of male and female personnel turned out to be a negative element in incurring the participation fees. The purchase of ticket was a positive mode-of participation factor to the visitors: however, distance tended to be a negative element for the visitors. For the participating businesses, the number of participation tended to be a positive element: however, distance was a negative one. The positive satisfaction factors that affected visitors' willingness to pay the participation fees included exhibited items, location, and schedules for events of the convention: for the participating businesses, the actual sales at the convention, the effects of advertisement and the level of satisfaction for location tended to play positive parts.

• Journal of the Korea Society of Computer and Information
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• v.29 no.9
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• pp.89-98
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• 2024

This study empirically examines the visitors' experience and acceptance of 《Hito Steyerl-A Sea of Data》, which explores power structures and social inequalities of contemporary society through data, via a survey. The aesthetic value received the highest evaluation among the perceived values. The high enthusiasm in the artist, the works of art and the exhibition theme were identified as key factors for perceived experience quality. The degree of satisfaction(71.4%) and the degree of immersion(70.8%) for the exhibition are rated highly. Summarizing the hypothesis testing, the interest level of digital media and contemporary art, and the high enthusiasm in the works of art and the exhibition theme positively influenced the degree of satisfaction, with the degree of immersion significantly correlating to the degree of satisfaction. Furthermore, the attitudes towards the exhibition demonstrated a positive correlation with intention to recommend the exhibition and to revisit the exhibition.

• Korean Institute of Interior Design Journal
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• v.17 no.5
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• pp.99-106
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• 2008

Based on extraction items derived from previous related studies on viewing experiences in art museums, this study is conducted to investigate extraction factors that affect viewing satisfactions and to suggest a guideline for an effective viewing environment by clarifying a hierarchy among the extraction factors. For this study, a survey was given to museum visitors, and statistical analyses were conducted on data obtained from the survey. The results of this study are summarized as follows; 1. From an analysis of extraction items that affect overall viewing satisfaction, space and art works were found to be relatively satisfactory. 2. From correlation analyses of extraction items, a degree of concentration on art works was found to most 'affect the viewing satisfactions of art museums. 3. From factor analyses, extraction items were reduced to 11 extraction factors, and a simple extraction structure affecting the viewing satisfactions in art museums. 4. From multiple regression analyses, a extraction factors were derived, and a relative hierarchy among the factors was found.