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Marketing Strategy for the Audience’s Cultural Enjoyment according to Cultural Consumption Tastes & Life-Style Types

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2006, 30(6), pp.11-32
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Park, Joung-Koo 1 Jawon Kong 2

1동국대학교
2서울시정개발연구원

Accredited

ABSTRACT

Marketing at cultural art institutions can be understood as an effort to facilitate smooth exchange between audiences and the institutions. This paper is to develop a marketing mix strategy which the cultural and arts centers could apply marketing concept. The study question is how culture and arts centers set marketing strategy against the obstacles of accessing cultural enjoyment. Factors of the obstacles were examined using what one calls 7P's(product, price, promotion, place, people, physical evidence, process). Authors recommends that various types of policies for reduced ticket prices and services are needed. In addition, the research emphasizes that one need various events which allow citizens to be able to experience art and culture at a public space such as local art and cultural centers.핵심용어(Key words):문화마케팅(Cultural marketing), 문화소비성향(Cultural consumption tastes), 라이프스타일(Life-style), 마케팅 7P 믹스전략(Marketing 7P mix strategies)

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Citation status

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