한국 공연예술시장의 현황과 전망

Abstract

Starting in the late 1990s in Korea, the industrialization of culture and art and the emergence of culture and art management corresponded with people's increased cultural demands and thus climbed on the bandwagon. Culture and art, especially performance arts, have made quantitative growth but remained slow at qualitative growth. In addition, performance arts have not formed a market to facilitate a stable growth yet. What's more important than supports from the government or the private sector in performance arts is admission income, which means there is an urgent need for researches on audience development and efficient marketing strategies. Thus this study sets out to investigate the current state of Korea's performance arts market, reviews success stories of making performance arts tourist products, and suggests growth plans and prospects for Korea's performance arts. As a result, it's apparent that the formation of the performance arts market around the musical market inspired and encouraged the other fields of performance arts to learn a lesson from the growing musical market and to do their best. In recent years, marketing strategies were introduced into audience development as the performance arts market started to expand in connection with tourist products. Its ripple effects have been seen across the culture and art market, as well. There are three growth plans for the market; first, the performance arts community including play, dance, and music should make use of professional marketing techniques to get closer to the audience; secondly, the government should make ongoing investments into the performance arts market as tourist products as well as creative musicals that make a genre of the cultural industry; and finally, opportunities should be created to make connections with tourism and thus extend to the performance products market. If all those plans are implemented successfully, Korea's performance arts market will surely achieve desirable growth, which will have positive impacts on the cultural industry as a driving force of the nations' growth. Local performance art theaters will also provide useful tips to promote the growth of the performance arts market.