The present study investigated the possibility of the commodification of dance contents, and the market value of the contents. In order to identify it, this study analyzed the results of performance satisfaction surveys conductedat 2012 Kang Dong Spring Dance Festival. The participants of the survey were the cast and the audience of the dance festival. To estimate the economic impact of the dance contents, the study analyzed the economic indirect effects based on the data from the economic direct effects, the inductive effect from an inter-industryrelation table from Korea bank, and the actual purchase condition of nation which was released by the Culture Ministry.
The analysis on performance satisfaction of the cast and audience was demonstrated based on 5 likert scales. The mean scores of each item were calculated and compared to one another.
In the results of the audience’s satisfaction on the performance, the mean sore of ‘the purpose of the performance’ was 4.36 out of 5, which was relatively high. The mean score of ‘the auditorium environment’ was 4.16, and it is also considered high. The mean scores of ‘program organization’ and ‘event organization’ were 4.28 and 4.18. 89.1% of the respondents showed positive response on the overall performance. The mean score of the performance itself was 4.42 which appearedconsiderably high. 90.7% of the respondents answered that they would like to watch the performance again.
In the survey results of the members of the cast, the cronbach’s alpha score of the 14 items of the survey was 0.928, which indicated high reliability of the results. It was concluded from the findings that the cast were positive on Kang-Dong Art Center in terms of promotion strategies, the stage environment, convenient facilities, the technical support, and the management system. However, the cast were not overly satisfied with ‘organization management’ and ‘agreement with the cast,’ and the score was 4 out of 5.
89.1% of the cast responded that they would like to perform again, and 92.4% of them answered that they would like to participate in the event again.The result indicated the cast’s considerable satisfaction on the performance event. The results of both the cast and the audience suggested a great value of Kang-Dong Spring Dance Festival as a cultural item.
Furthermore, this study investigated the economic effects of the dance festival in order to estimate its market value. In the results, the net profit was 92,626,000 won which was considered the economic direct effect. The economic direct effect accountedfor 20.3% of the total cost and represented 32.3% of the performance cost. Moreover, 60% of the seats at the dance festival were occupied and 40% of the seats were paid-attendance, which means the festival well triggered the public participation. This festival created economic indirect effect (approximately 3,400,000,000 to 4,880,000,000 won), and also brought about job creation (approximately 2,700,000,000 to 3,880,000,000 won). The number of employment was 34.8 to 50.
To fulfill the satisfaction of the cast and the audienceis mandatory in order to make a dance festival successful as a cultural content. One of the factors that make a dance festival become a valuable item in the market might be using ‘story.’ Therefore, it is suggested that commodifying the dance festival should be based on ‘story business.’