국내 공연예술단체의 관객 충성도 제고 방안에 대한 연구 - 한국과 미국 조직구성 비교 중심으로 -

Abstract

The most of performing arts organizations in Korea are in unstable situation because they depend on government grants. On the other hand, US organizations could operate stably with Public Private Partnership Model. PPP model to pursue a balance of grants and donations is based on audience loyalty, so every US organization makes an effort to enhance audience loyalty in various ways. The purpose of this study is to give Korea's performing arts organizations suggestions to enhance their audience loyalty. Literature review and case studies are used for this study. This study draws a comparison the structure of performing arts organizations in Korea and the US and explores characteristics by conducting case studies of the US performing arts organizations. The result of this study shows three ways to enhance audience loyalty in Korea. These are three solutions: First, department of education should be established. Second, organizations had better separate department of marketing and PR. Lastly, they should hire an expert for audience development instead of making a new development department. Through these integrated solutions the performing arts organizations in Korea could make the loyalty of audience high, and keep stable management.