• Journal of Service Research and Studies
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• v.13 no.4
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• pp.47-69
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• 2023

The main purpose of this study is to examine the mediating effects of performance satisfaction and audience loyalty through the motivation and community satisfaction of non-profit performance attendees in the local community. Motivations were examined by distinguishing between intrinsic and extrinsic factors to understand the profound desires of the audience. A survey was conducted targeting attendees who had experienced non-profit performances in the Jeju area over the past year to gather data. Ultimately, the survey responses from 363 participants were used as the basis for analysis. The results of the analysis indicated that higher levels of intrinsic and extrinsic motivations generally led to greater satisfaction and loyalty towards performances (H1, H2, H3). However, extrinsic motivation did not directly influence loyalty (H4). Nevertheless, both types of motivations were found to positively influence loyalty through performance satisfaction (H5, H8). While satisfaction with performances did not have a direct impact on community satisfaction (H6), audience loyalty was found to have a positive influence on community satisfaction (H7). Regarding motivations, performance satisfaction did not mediate the relationship between motivations and community satisfaction (H9). In the case of audience loyalty, intrinsic motivation showed mediating effects, while extrinsic motivation did not (H10). The process of motivation-satisfaction-loyalty-community satisfaction demonstrated a sequential pathway (H11). In conclusion, if local residents show interest and participate in non-profit performances, they develop a positive perception of the respective community. Therefore, performances provided at the local level should be recognized as crucial elements for the development of the community.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.17 no.8
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• pp.215-225
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• 2016

This study seeks to find an alternative to the requirement for proving the competitiveness of Korean performing arts before entering into the overseas market by deriving the factors causing entry into the market to be delayed based on an analysis of the current status. Between 2007 to 2014, the overseas revenues from Korean performing arts increased by 16.4% compared to the total amount of financial support, as the number of free performances given overseas and the average guaranteed number of performances overseas are both at a standstill. Also, the size of the audience increased by a mere 3.3 times, which is an even lower growth rate than that for the number of performances, 3.8 times, during the same period. Furthermore, the audience size per unit is suffering from long-term stagnation. The main causes are as follows: 1) applying one-dimensional methods to performing arts exchanges and expanding the overseas market, 2) the existing confused concepts between profit and non-profit contents, 3) the weaknesses of the market expansion strategy, because of programming practices focusing on providers, such as presenters and producers, rather than consumers. As a result, the necessary basic research, including consumer surveys, has not been done yet. In order to understand the implications of this analysis and solve the problem of the delayed overseas expansion of Korean performing arts, the Korean wave industry was examined as a representative example. Consumer surveys for the performing arts, possibly benchmarked to the "Korean Wave Consumer Survey Index (KWCSI)", are expected to be done in the near future. In addition, through the development of a specific consumer index of the performing arts, customized marketing strategies by continent and country need to be established. This empirical study of the overseas expansion of performing arts can be utilized as a bridge between the academic and real worlds. This work may also enable a variety of strategies to be established for the overseas expansion of the performing arts.

• Korean Association of Arts Management
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• no.51
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• pp.135-166
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• 2019

Recently, the Japan Cultural Agency announced a plan for revitalizing the art market represented by reading museums (advanced art museums) to promote industry through strengthening the sustainability and economics of art museums. Along with these policy announcements, the Japanese cultural system and Bypyeongje are divided into pros and cons, and there has been a heightened opposition, which is now in a state where policy promotion has been temporarily suspended. The opposite reason is that it does not meet the museum's inherent purpose of preservation and lore, and the reason for favoring that commercialism can ruin the art world is that the Japanese art society is other than art museums and museums Also, it consists of non-profit organizations, art festival administration organizations, support staff, volunteers, etc., but because of the high subsidy bias, no real labor costs are paid, which means that it is virtually neglected. Also, there is a vigilance that the art society itself, which reduces its reliance on subsidies in response to social changes, can survive. Seeing that the situation is not much different from Japan, Korea is also actively discussing new establishments of the National Art Bank, performing art appraisal and evaluation functions for revitalizing art works, art loan, art trust, etc. There is. As it is difficult to solve realistic problems with subsidies from the future situation, it is difficult for us to expand investment in culture, and culture and economy are united and linked. You will find a plan to make it operational. In this regard, it is thought that the examination of the cultural and economic agency's strategy, represented by the Japanese advanced art museums, gives us a meaningful suggestion.