• International journal of advanced smart convergence
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• 제13권2호
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• pp.94-102
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• 2024

This study examines the factors influencing loyalty to cultural arts events using data from the Survey Report on National Culture and Arts Activity in 2022 and 2023. The dependent variable is a binary variable representing the intention to revisit in the future, which serves as a proxy for loyalty. Given that the dependent variable is binary, the logit model specification is employed to estimate the average marginal effects. The estimation results indicate that audience satisfaction exerts the strongest influence on loyalty in both years. It can be observed that participation in cultural arts events is the second most important variable in determining loyalty. This suggests that the government should support the expansion of the scope of these activities and the diversification of programs in order to facilitate greater participation in a wider range of cultural arts activities.