문화관광산업으로서의 상설극장운영에 관한 연구 -정동극장 사례를 중심으로-

Abstract

This study analyzed Chongdong Theater specialized in culture tourism performance. Therefore it focused on the management system and marketing strategy, and evaluation of Chongong Theater. It draws a conclusion based on analyzing the operating system of the Chongdong Theater; case study of their marketing strategy; and assessment. The resource such as the books articles, and thesis related to culture tourism. Visiting the venue and collected the program information, promotional materials and bylaw of the organization was practiced. The results are following. First, when I look ar their operation strategy, Chongdong Theater developed and specialized traditional arts as resource of tourism industry and emphasized on audience development such as providing art and culture experience programs for young audience. Their strategy was successful to attract the national audience as well as the international audience. Second, Chongdong Theater's marketing brought the positive aspect of the voluntary return of the profit. However it has suffered insufficient production costs used to gain from the government. The venue also has the problem with geographical condition locating in the middle of the city which has small audience infra structure. In spite of the difficulties, it attracted the attention of public providing distinctive programs and marketing strategy for surrounding environment. When compared the external and internal assessment of Chongdong Theater by year, the rate of audience satisfaction increased steadily as well as oversea audience's satisfaction. The evaluation score was 80.5 (Year 2005), 82.5 (Year 2006), 84.1 (Year 2007), 86.2 (Year 2008). Therefore it contributed the positive effect on macro-social effect.