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IPA를 활용한 전통무용공연 관람동기의 중요도-만족도 분석 연구

IPA를 활용한 전통무용공연 관람동기의 중요도-만족도 분석 연구
Other Titles
Study on the Analysis of Impotance-Satisfaction Levels of Viewing Motive of Traditional Dance Performances using IPA
Traditional Dance Performances; Viewing Motive; IPA
Issue Date
한국체육학회지, v. 54, No. 5, Page. 677-690
본 연구의 목적은 IPA를 통해 현재 전통무용공연 관람동기의 중요도뿐만 아니라 만족도를 분석하여 이를 활용한 전통무용공연의 활성화를 위한 마케팅전략의 기초자료를 제공하고자 한다. 본 연구의 대상으로는 2014년 4월 3일에서 4월 4일에 2일에 걸쳐 국립국악원 예악당에서 실연한 국내 전통무용공연을 관람한 집단을 모집단으로 설정한 후, 비확률 표본추출법 중 편의표본추출법을 이용하여 표본을 추출 하여, 자기평가기입법을 사용하였다. 또한, 본 연구의 목적을 효과적으로 수행하기 위해 회수된 설문지를 최종 유의표본으로 선정한 후 SPSS 18.0을 이용하여 다음과 같이 자료처리를 하였다. 첫째, 조사대상자의 특성을 알아보기 위해서 빈도분석을 하였다. 둘째, 설문지의 각 항목에 대한 타당도와 신뢰도를 알아보기 위해 탐색적 요인분석과 신뢰도분석을 실시하였다. 세번째, 중요도와 만족도를 이용한IPA분석을 실시하여 다음과 같은 결론을 얻었다. 전통무용공연 관람동기 하위요인인 무용수요소, 무대요소, 연출요소, 내용요소, 공연장요소, 관람비용요소, 직원서비스요소 7가지 요인의 IPA 분석 결과 중요도는 높고 만족도도 높은면인 제Ⅰ사분면, 중요도가 높고 만족도가 낮은 제Ⅱ사분면, 중요도가 낮고 만족도가 낮은 제Ⅲ사분면, 그리고 중요도가 낮고 만족도가 높은 제Ⅳ사분에 각기 다르게 포함되었다. The purpose of this study is to analyze not only the importance level but also the satisfaction level of viewing motive of traditional dance performances using IPA to provide basic information for the marketing strategy to vitalize traditional dance performances. As for the objects of this study, the group of audiences that viewed Korean traditional dance performances performed at Yeakdang of National Gugak Center during the two day period of April 3 - 4, 2014 was selected as a population. Using convenience sampling method of non-probability sampling method, samples were extracted and self administration method was used. For the purpose of effectively achieving the purpose of this study, questionnaires with duplicated or insufficient responses were excluded among the questionnaires collected to select remaining questionnaires as final purposive sample. Using SPSS 18.0, following data processing was performed. First, frequency analysis was conducted to examine the characteristics of the participants of this study. Second, exploratory factor analysis and reliability analysis were conducted to examine the validity and reliability of each question item of questionnaires. Third, IPA analysis (Important-Performance Analysis) was conducted using importance and satisfaction levels and following conclusions were obtained. The IPA was conducted with seven sub-factors of the viewing motive of traditional dance performance, namely dancer factor, stage factor, direction factor, content factor, theatre factor, viewing cost factor and employee service factor. The result showed respective different importance and satisfaction levels in Quadrant I (keep up the good work) with high importance and satisfaction levels, Quadrant II (concentrate here) with high importance level and low satisfaction level, Quadrant III (low priority) with low importance and satisfaction levels, and Quadrant IV (possible overkill) with low importance level and high satisfaction level.
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