본 연구에서는 극장의 전통문화체험유무와 국적에 따른 관람만족도, 재관람의사, 추천의사의 차이에 관해 연구하는데 그 목적이 있다. 이러한 목적을 달성하기 위하여 정동극장을 방문한 ...
본 연구에서는 극장의 전통문화체험유무와 국적에 따른 관람만족도, 재관람의사, 추천의사의 차이에 관해 연구하는데 그 목적이 있다. 이러한 목적을 달성하기 위하여 정동극장을 방문한 국내ㆍ외 관객들을 대상으로 편의표본추출법(convenience sampling method)을 활용하여 총 260부의 설문지를 배포하였다. 이 중 응답이 불성실하다고 판단되거나 설문지의 기입누락, 이중기입, 편향적 기입 등으로 판정된 25부를 제외한 총 235부를 본 연구의 최종 분석 자료로 사용하였다.
회수 검색을 마친 자료는 통계처리프로그램 SPSS를 이용하여 연구의 목적에 따라 독립 t-검증(independent groups t-test), 일원분산분석(one-way ANOVA), Scheffe 사후검증, 상관관계분석(correlation analysis), 단순회귀분석(simple regression analysis), 이원분산분석(Two-way analysis of variance) 을 실시하였고, 이때 모든 통계치의 유의수준은 p<.05로 설정하였다. 이와 같은 방법과 절차에 따라 자료를 분석한 결과 다음과 같은 결론을 얻었다.
첫째, 전통문화체험의 체험유무에 따라 관객의 관람만족도와 재관람의사, 추천의사에서 서로 차이가 나타났고 그 차이 값이 유의하였다. 즉, 관객의 관람만족도, 재관람의사, 추천의사에 있어서 전통문화를 체험한 관객이 체험을 하지 않은 관객보다 높게 나타났다.
둘째, 관객의 관람만족도가 재관람의사와 추천의사에 미치는 영향을 분석한 결과, 긍정적으로 유의한 영향을 미치는 것으로 나타났다.
셋째, 인구통계학적 특성에 따른 관람만족도, 재관람의사, 추천의사의 차이를 검증한 결과 부분적으로 유의한 차이가 있음이 밝혀졌다. 먼저, 인구통계학적 특성에 따른 관람만족도는 국가에 따라 집단 간 유의한 차이가 나타났고, 정동극장 방문유무, 성별, 국적, 직업, 연령, 월 소득, 결혼여부에 따른 관람만족도에 대한 차이를 살펴 본 결과는 통계적으로 유의한 차이가 나타나지 않았다. 또한, 인구통계학적 특성에 따른 재관람의사는 정동극장 방문유무, 성별, 국적, 국가, 연령, 직업, 월 소득, 결혼여부 8개의 특성에서 모두 유의한 차이를 보이지 않았다. 마지막으로, 인구통계학적 특성에 따른 추천의사는 정동극장 방문유무와 연령에 따라 집단 간 유의한 차이가 나타났고, 성별, 국적, 국가, 직업, 월 소득, 결혼여부에 따른 차이를 살펴 본 결과는 통계적으로 유의한 차이가 나타나지 않았다.
마지막으로, 관람만족도, 재관람의사, 추천의사에 대한 국적과 체험유무간의 상호작용효과를 알아본 결과, 국적과 체험유무는 관람만족도, 재관람의사, 추천의사에 상호작용효과를 미치는 것으로 나타났으며, 분석결과 외국인이 내국인보다 전통문화체험이 관람만족도, 재관람의사, 추천의사에 미치는 영향이 큰 것으로 나타났다. 즉, 외국인의 관람만족도, 재관람의사, 추천의사가 내국인의 관람만족도, 재관람의사, 추천의사보다 전통문화체험에 의해 영향을 받는 정도가 컸으며, 전통문화를 체험할수록 외국인과 내국인 모두 관람만족도, 재관람의사, 추천의사가 높은 것으로 나타났다.
*핵심어 : 극장, 전통문화체험, 관람만족도, 재관람의사, 추천의사
This research aims to clarify the effect of traditional culture experience of theater on the viewing satisfaction, intention to review and intention to recommend. Also, it was to verify the effect on the viewing satisfaction, intention to review and i...
This research aims to clarify the effect of traditional culture experience of theater on the viewing satisfaction, intention to review and intention to recommend. Also, it was to verify the effect on the viewing satisfaction, intention to review and intention to recommend due to the general properties and population statistical properties, and to verify the interaction between the nationality and existence of experience about the viewing satisfaction, intention to review and intention to recommend in more detail.
To achieve this aim, a survey was carried out from the 17th of October, 2011 to 23rd of October on domestic and international audiences who visited Chong-dong Theater. Out of 260volumes, a total of 235 volumes were used as the final analysis data for there search, and SPSS 18.0 was used to process the data.
To determine the internal consistency between the variables, Cronbach's α was carried out, and to determine the population statistics and general properties of those surveyed, frequency analysis and descriptive analysis were carried out. For the aim of the research, independent groups t-test, one-way ANOVA, Scheffe’s method, correlation analysis, simple regression analysis, two-way analysis of variance were carried out, and the significance level of p<.05 was set for all of these statistics. By analyzing the data using the above method and procedures, the following results were obtained.
Firstly, there was a difference in the audience’s viewing satisfaction, intention to review and intention to recommend depending on the existence of their traditional culture experiences, and the difference value was significant. That is, with the viewing satisfaction, the viewing satisfaction, intention to review and intention to recommend of the audiences with traditional culture experiences was higher than those of audiences without traditional culture experiences.
Secondly, by analyzing the effect of the viewing satisfaction of the audience on the intention to review and intention to recommend, it was found that it had a significant positive effect.
Thirdly, after verifying the differences between the viewing satisfaction, intention to review and intention to recommend due to the population statistics properties, it was found that there are partially significant differences. To begin with, the viewing satisfaction due to the population statistics properties showed significant differences between the groups from different countries, and after finding the differences on the viewing satisfactions depending on whether or not Chong-dong Theater was visited before, gender, nationality, occupation, age level, monthly income and marital status, it showed no significant difference statistically. Also, the intention to review due to the population statistics properties did not show significant differences in 8 properties of whether or not Chong-dong Theater was visited before, gender, nationality, country, age level, occupation, monthly income and marital status. Finally, the intention to recommend due to the population statistics properties showed significant differences between the groups depending on whether or not Chong-dong Theater was visited before and age level, and after finding the differences depending on gender, nationality, country, occupation, monthly income and marital status, it showed no significant differences statistically.
Lastly, after investigating the interaction effect of nationality and existence of experience on viewing satisfaction, intention to review and intention to recommend, it was found that nationality and existence of experiences have an interaction effect on the viewing satisfaction, intention to review and intention to recommend, and from the result of the analysis, it was found that traditional culture experience of the international people had greater effect on the viewing satisfaction, intention to review and intention to recommend than that of the domestic people. That is, the international people’s viewing satisfaction, intention to review and intention to recommend was more affected by traditional culture experiences than the domestic people’s viewing satisfaction, intention to review and intention to recommend, and the viewing satisfaction, intention to review and intention to recommend of both international and domestic people increased with traditional culture experiences.
In conclusion, through this research, it could be found that the importance of culture experience programs, which could raise the satisfaction of domestic and international audiences who visited the theater, should be recognized, and furthermore, more focus should be put on developing more diverse and higher level culture experience programs which can strengthen the competitiveness of the domestic tourism industry.
In this current situation when there is a rise of international tourists who visit Korea to view Korea’s performing arts with interests in Korea including Korean traditional culture, food and lifestyle in addition to Korea’s pop culture due to the Korean Wave, more research is required in various dimensions, in areas of culture and society, to develop various programs for them to experience the Korean culture, to let the world know our culture’s excellence, and to invoke interest in Korean culture itself and Korea as a nation.
*Keywords: theater, traditional culture experience, viewing satisfaction, intention to review, intention to recommend
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