• Review of Culture and Economy
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• v.19 no.2
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• pp.3-28
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• 2016

The present study attempted the segmentation of the art gallery visitors on the basis of leisure lifestyles. For this purpose, leisure lifestyle surveys were administered at Korea's three representative art galleries, the National Museum of Modern and Contemporary Art, Seoul Museum of Art, and Seoul Art Center's Hangaram Art Museum. A total of 314 questionnaires were analyzed to identify leisure lifestyle factors. On the basis of the lifestyle factors, a cluster analysis was performed, and then the differences of demographics, museum visiting behaviors, and general cultural consumption among the clusters were examined. The cluster analysis revealed four groups of lifestyles, 'culture and art lovers', 'active homebodies', 'low leisure spenders', and 'omnivorous culture and sports participants'. The four groups revealed the differences in terms of demographics, museum visiting behaviors, and general cultural consumption. On the basis of the findings, the marketing strategies targeting the segmented art gallery markets were discussed.

• Journal of Distribution Science
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• v.18 no.8
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• pp.47-54
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• 2020

Purpose: Through strategic marketing, art galleries can help retain the artistic value in an extensively urbanized world and also provide a means to showcase aspirational messages that artworks attempt to portray. The purpose of the current study is to analyze a marketing strategy for an art gallery based on prior marketing theories. Research design, data and methodology: Scant research is available to guide regarding what elements of marketing theories should be applied to accomplish customer satisfaction in an art gallery business plan. Thus, the present authors suggest more specific marketing strategy using four traditional marketing theories for practitioners who conduct business planning strategy in an art gallery. Results: The current study suggests the synthesized model for a successful business plan of an art gallery and figured out that two distinctive segments through marketing mix and SWOT analysis are ideal because it would be easier to meet visitors' aesthetic tastes while still meeting organizational objectives. Conclusions: As all other businesses, art galleries have to adapt to survive by innovating some of the components of the marketing mix to create a competitive advantage. It also requires a strategy for that combines targeting and segmenting with the incorporation of the marketing mix to attain competitiveness.

• Information Systems Review
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• v.22 no.2
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• pp.167-199
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• 2020

The ICT-based curation as a series of experiences with the mobile exhibition-guide applications or guide programs in art galleries helps visitors fully immersed in the exhibition and allows them to have more informative and convenient guide experience at art galleries. This study aims to verify how the factors of ICT-based curation affects the commitment and satisfaction of visitors at art galleries, figure out whether the visitors' commitment has effects on their satisfaction, and then finally test the impact of their commitment and satisfaction on their revisit intention. In order to validate the cause-and-effect relationships between these factors, the ICT-based curation in this paper is categorized into five factors - gamification, quality of image/video information, quality of sound/text information, contextual offer, and instant connectivity. The main results of the study are as follows. First, only the gamification has significantly positive effects on the commitment of art gallery visitors, while other two factors - the instant connectivity, and the quality of sound/text information - have significantly positive effects on the satisfaction of visitors. Second, the commitment of visitors also has significantly positive effects on their satisfaction. Third, the commitment of the visitors don't have significantly positive relationship with their intention of revisit, but the satisfaction of the visitors have significantly positive relationship with their intention of revisit.

• 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.

• Journal of Korea Planning Association
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• v.54 no.3
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• pp.5-14
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• 2019

Starting with the market vitalization project in 2008, The Gwangju Dae-in Art Market has attracted to many artists, changing into cultural and art market. After the project was carried out for a certain period of time, a study was conducted to determine the differing opinions of the artists and merchants in regards to the market. The study also examined and analyzed the factors affecting the artists' continuous activities. The difference in recognition perception between artists and merchants was analyzed through a T-test. PLS-regression analysis was used for the artists' continuing intention to work. As a result, the artists and merchants recognized that the number of visitors increased after the influx of artists. Programs that had a positive impact on the artist's intention for sustainable activities were as follows: the 'Art Products Creation Workshop', where artists, merchants, and citizens collaborate to develop commodities needed for the market; 'Hanpyeong Gallery', where artists directly or indirectly interact with merchants and citizens; the 'Artist-Merchant Workshop', where artists and merchants produce articles required for the market; 'C'est Si Bon', which expresses the placeness of the market into art; and the 'Dae-in Art Night Market', where citizens, merchants and visitors can sell their own works. On the other hand, programs with the negative effect were those where artists' participation was low or none, as the policy implications, they should be actively develop this type of programs, where artists could participate and interact with citizens and merchants, like this visitors and sales can be increased.

• Korean Institute of Interior Design Journal
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• v.15 no.4 s.57
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• pp.81-88
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• 2006

The form and function of modern museum present more a variety of aspects in need of transition of the mature civil society and culture than the past. Considering that an art museum is the space where a multitude of unspecified visitors inspect simultaneously, exhibitions and adequate construction make visitors lead to successively visual contact. Consequently a goal of this study is to analyze that there is correlation between exhibit space and exhibitions and to suggest an alternative plan at exhibition through relationship among exhibitions, exhibit space and spectators' behavior. Two Art galleries (one is a large-sized gallery and the other is a small-sized one) located in Pyung-Chang dong were selected to analyze the correlation and suggest the better display for the exhibition. The finding of the study is following. The exhibit space which spectators recognize is assumed diverse forms by an unique characteristics of exhibits and space and an arrangement of exhibitions and the path of flow of spectator who walking ahead have an huge effect on a spectators' behavior. In other words, spectators' watching patterns are affected by display of exhibitions and the path of flow. That is to say, the spectators' behavior and the concentration to watch exhibitions is decided by the exhibit form in the museum, and the quality of watching experience is depended on the spectators' relevant knowledge prior to exhibitions.

• Smart Media Journal
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• v.7 no.1
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• pp.24-30
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• 2018

Acquisition of the FIDO authentication technology in pursuit of improved security function of the NFC-based 2 factor electronic payment system enabled GenoTech Ch., Ltd. to develop its new service, Gallery-Auction, demoed at Daegu Exhibition. The demonstration was followed by the improvement requests in banner creation & installation, changes in UI, changes in order of operation, etc, which were taken into account for the succeeding update. During the second demonstration held at 'Art: Gwangju: 17,' it analyzed and visualized the number of visitors per hour there.

• 지역과문화
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• v.7 no.4
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• pp.1-20
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• 2020

The purpose of this study is to find methods for building the community in poor residential environments. We analyze the public art project, "The Rose of Sharon Blooms," in Daejeon. To understand the project we interviewed artists, curators, local residents, and visitors, about three aspects of public art: visuality, speciality, and communication with citizens. These stakeholder interviews yielded valuable knowledge and insights: First, artworks created from the residents' recycled junk effectively harmonizes and unifies the citizens and their environment. Second, managing a gallery in the neighborhood symbolically values and explicates the public art project and thus enhanced the local identity. Third, public workshops in the neighborhood provide a venue for local citizens to communicate with visitors about the public arts, which eventually led to the welcoming atmosphere of the community. However, we found relatively little awareness of the need for partnership aspects among our interviewees, which suggests the importance of ongoing cooperation with other arts institutions and researchers to build vital cultural linkages and introduce varied art forms.

• Journal of the Korean Institute of Landscape Architecture
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• v.30 no.2
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• pp.12-22
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• 2002

This study examines the visitors'evaluations of tourism resources in Insa-dong, which the Seoul metropolitan government has improved recently. This study adopted the method of Importance-Performance Analysis by collecting data through questionnaires. A random sampling of visitors to Insa-dong was conducted in June and July,2001. The survey included questions on the physical and psychological components of Insa-dong's tourism resources. In the case of physical components, eight factors(ancient arts shop, art gallery, atelier, calligraphy shop, pottery arts, traditional tea house, antique shop, traditional clothes) out of thirteen were categorized as 'keeping up the good work'. None of the Physical components was shown as 'low priority'or'possible overkill'. In particular, four factors(restaurant, heritage, Korean-style house and alley, traditional cultural festival) need to be impoved most urgently in terms of visitors'satisfaction. Survey results realize them as high priority in importance but low in performance, thereby designated as, 'concentrate here'. An image of the 'street' showed to be high in importance and identical in performance, so can be categorized between'keeping up the good work'and 'concentrate here'. The results show that unusual outdoor spaces and the festivals of Insa-dong have a significant meaning to the visitors. In the case of psychological components, three factors(general atmosphere experience of unusual atmosphere, appropriateness of stroll time) out of seventeen were categorized as 'keeping up the good work'. Ore factor (shopping) was designated as 'low priority'and not found to be 'possible overkill'. Thirteen factors (various events, possibility of various activity, various flood, richness of play, new experience, education cultural inheritance, parking facilities, resting places, green spaces, meeting places, guide map and information, cleanliness of facilities/convenience) need to be improved mast urgently in terms of visitors' fulfillment. They are perceived as areas of 'concentrate here'. This confirms that attractive events are essential for the recent visitor satisfaction. Furthermore, visitors are not satisfied with its amenity and acccss in Insa-dong despite the improvements. In conclusion, positive impressions, both physical and psychological, should be maintained while factors mentioned to be lacking should be prioritized in order of necessity to improve the image of Insa-dong and solutions need to be found and implemented. The results of this study would be helpful in the planning and management of nsa-dong considering the visitors'requirements.

• The Journal of Art Theory & Practice
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• no.2
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• pp.147-168
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• 2004

This study examined the role of interpretation with various practices in art museums to seek a new meaning and a concept of art museum today. The exploration of interpretation would he a starting point to discuss about on art museums with professionals in each art-related field. While museums recognize the concept of interpretation and the scope of the functions in different levels, the study focused on the practices of collecting and exhibiting that will entrust the museum new realms of activities toward the audience. In particular, its emphases are set force on the information on the collections via the museum's web sites, interpretation policies, and theories and methodologies in exhibition development. Art museum websites well reflect how museums utilize the new medium to enhance the understanding of art works by providing in-depth art historical information, comprehensive contexts, and subject/concept based search methods. In recent decades, these have enacted changes to expand dimensions of interpretive functions in most museums, particularly in the United States and others. In an administrative perspective, Tate Gallery Interpretation Policy became an good example how an art museum put its interpretation philosophy as the basis of interpreting collection and public programs. Tate established functions of intrepretation and education not only within a task-based team but also as an intrer-divisional coorperation to provide an interpretation scheme of information provisions such as guide brochure, audio tour, multimedia content, and library. New environment and trends of museum exhibition, and its development processes stem from communication theories, object interpretation philosophy, display strategies, and various evaluation techniques through audiences, with the communication theories of Shannon and Weaver, Berlo's SMCR(Source-Message-Channel-Receiver) models were perceived as to understand the mechanism to communicate museum exhibits to visitors Suzan vogel's insight into object display strategy helped to conceive the mechanism of object recontextualization. She emphasized that the museum's practice to construe opinions and impressions through object display should be discreet and critical, therefore, the professionals to plan the exhibition should reveal the intention and their practices. For a prevailing new methodology from the field, the interpretive exhibition development processes are articulated as the front-end, formative, and summative evaluation, futhermore the team process in industrial product management models was adapted. These have turned out to be more interactive with visitors and effective to communicate the exhibition concepts and messages, hence resulting in enriched museum experiences. Finally the study concluded that understanding the aspects of interpretation should help art museums to set a framework for current practices to expand its public dimension. It can provide curators with a critical view to website planning and its content. And obviously, the interpretive exhibition development methodology will lead museum exhibition developers to be skilled in its current approaches to thematic exhibition concerning diverse subjects and topics.