International airport is the door to meet between nations and is the space to decide on the impression of the nation and is being the overall symbol of the national brand in the role of air transportation facility. Also, international airport is the t...
International airport is the door to meet between nations and is the space to decide on the impression of the nation and is being the overall symbol of the national brand in the role of air transportation facility. Also, international airport is the transportation between nations acting an importance role and is giving direct influence to the economic industry. It is not an exaggeration to say that international airport is the most important part of the national business. As having the core role in the national brand and economic industry, international airports worldwide is putting efforts to realize new airport paradigm. Following such world trend, Incheon International Airport at this present is driving its strategic industry of 4 step hub airport. As part of the project, it is implementing culture & arts business from year 2011 to this present to increase the value of the international airport. It could be acknowledged that this culture and arts project gives big influence to the national brand forming factors while the culture emotion code is getting more important by the 21st century cultural contents industrial era. Therefore, this study is trying to analyze the influence of viewing value and national brand of the cultural performance by the Incheon International Airport. For such study purpose, research topics were set by reviewing the prior research and the survey was implemented on 300 foreigner who are viewing culture performance of Incheon airport. Actual analysis result of this study is as the following. Firstly, the result of analyzing the status of the usage and cultural performance of Incheon airport was that there were new customers who initially visited the Incheon international airport and the usage purpose was to depart and arrive. Visitors with purpose for vacation/travel were the most and the most waiting time was over 3 hours. The view behavior was Korean pop concert and opera/popera was the most in similar ratio and also Korean music performance by slight difference. Number of view was usually 1 time, and the time of view was from 10-30 minutes. Lastly the place of cultural performance view place of Incheon airport was Landside(before emigration inspection) from 1st floor, and the information was seemed to have been acquired from guide of poster inside the airport. Based on this result, the cultural performance of Incheon airport should be focused on foreigners who visit for travel purposes and stay at the airport for a long time. In case of transit customers, waiting time should be considered and induce view by delivering the place, time and contents of the cultural performance accurately. Allocation of guides within the airport should be expanded and methods such as advertising when ticketing by cooperation of each airline desk should be seeked. Also, culture events should be developed and proceeded to increase the image of the national brand near the cultural performance place which will increase the value of the national brand with high satisfaction.
Secondly, ‘performance service' was the highest in the Incheon airport culture performance and then the performance place environment and performance work, performance advertisement. In the viewing value, 'emotional value' was the highest and then in the order of 'cognitive value' and 'social value'. Moreover, in the national brand, 'royalty' showed the highest and then in the order of 'image', 'quality', and 'awareness. By focusing on the improvement of the performance service in culture performance and strengthen the emotional factor in the planning of the work and plan cultural performance fit for the slogan for revisit, there will be more satisfaction.
Thirdly, performance work, performance place environment, performance service, performance advertisement showed significant positive(/) correlativeness statistically with the emotional value, social value and cognitive value as the result of verification of correlation. It also showed significant positive(/) correlation with the awareness, image, quality and royalty of the national brand. Also, the emotional value, social value, cognitive value of the performance value showed significant positive(/) correlation with the awareness, image, quality, royalty of the national brand.
Fourthly, the culture performance of the Incheon airport showed to give significant positive(/) influence to the national brand and performance value and performance value showed to give significant positive(/) influence to the national brand.
Fifthly, as a result of analyzing the influence of the culture performance of the Incheon airport to the performance value, the performance work was the highest in the emotional value and then the performance service and performance place environment in order and in social value performance advertisement showed the highest and then the performance service, performance work in order. Moreover, performance work was the highest in the cognitive value and then in the order of performance service, performance work. Also in the cognitive value, performance work was the highest and then in the order of performance advertisement, performance place environment, performance service. Based on this result work should be developed focusing on the social value in performance advertisement and strengthen emotional factor and cognitive factor in the performance work.
Sixthly, as the result of analyzing the influence by the Incheon airport culture performance to the national brand, performance environment showed the highest in awareness and then in the order of performance advertisement and in image, performance service was the highest and then in the order of performance work, performance place environment and performance advertisement. Also in quality, performance service was the highest and then in the order of performance work, performance place environment and in royalty, performance place environment was the highest and then in the order of performance work, performance service, performance advertisement. Based on this result, a more professional approach is needed for comfortableness in the performance place seats and visibility to improve the awareness and contents development is desperate to give awareness to the national brand in performance work. There is a need to considerate method to project image that the nation aims in performance service. There will be a better result when improving the performance place environment through culture event and convenient facility expansion for revisit.
Seventhly, as a result of analyzing the influence of performance value to national brand, emotional value showed the highest and then the cognitive value and in image the emotional value was the highest and then in the order of social value, cognitive value. Also in quality, emotional value was the highest and then the cognitive value and in royalty emotional value was the highest and then in the order of social value, cognitive value. Moreover, in order for the culture performance of Incheon airport to develop as the base of worldwide cultural and arts business, its own worldwide contents should be developed and made into a brand which will develop image on the national brand as well as a higher viewing value. Also, it will be a cultural and arts business with more value is developed into various directions connecting with the Songdo, Yeongjongdo Island tour development business that is planning to be developed.
For this, there budget expansion of the local government and by the national for the culture performance of Incheon airport is a must.
This study has not only academically contributed to this field in the reality where there is not much studies on the influence of the performance of international airport to the viewing value and national brand but also had a purpose of providing the study result that could contribute on the aesthetic aspect such as in the cultural performance planning and etc of the Incheon international airport. Also I expect to enhance interest in the culture performance activity of Incheon airport based on this study and improve the value that is increasing as the wholly symbol of national brand with the culture performance business of Incheon airport having durability.
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