무용공연을 통한 기업의 사회적책임과 문화마케팅 활동이 공연전략, 관람결정, 관람만족에 미치는 영향

The study has surveyed whether corporate cultural activities have influences on performance strategies, popularity, and satisfaction. The study put its priority on analyzing what influences corporate social responsibility and cultural marketing have on performance strategies, ticketing rate, and satisfaction. First, concerning on a subsidiary hypothesis over “the social responsibility of business will have effects on performance strategy”, the social responsibility had a positive (+) effect on price strategy of performance strategy, and it was selected for a study hypothesis in part. Second, the culture sales promotion of culture marketing had a negative (-) effect on product strategy of performance strategy, and it was selected for study hypothesis in part. Culture direction of culture marketing had a negative (-) effect on product strategy and distribution strategy of performance strategy. The business image of culture marketing had a positive (+) effect on product strategy, distribution strategy, and promotion strategy of performance strategy. It was selected for a strategy hypothesis in part. Business trust of culture marketing had a negative (-) effect on the product of performance strategy, and it was selected for the hypothesis in part. Third, concerning on the subsidiary hypothesis, “the culture marketing of businesses will have effects on viewing decision”, the culture promotion of culture marketing had a negative (-) effect on performance work of viewing decision. It was selected for study hypothesis in part. The business image of culture marketing had a positive (+) image on performance facility of viewing decision, and it was selected for the study hypothesis in part. The business trust of culture marketing had a negative (-) effect on performance work and performance facility of viewing decision, and it was selected for the study hypothesis in part. Fourth, Sixth, the study on “the culture marketing of businesses will have effects on viewing satisfaction” didn’t find a significant difference statistically. Fifth, the study on “performance strategy will have effects on viewing decision” didn’t find a significant difference strategically. Seventh, the study on “performance strategy will have effects on viewing satisfaction” didn’t find a significant difference strategically. Eighth, the correlation among social responsibility of businesses through dance performance, culture marketing, viewing decision, performance strategy, and viewing satisfaction showed a positive (+) direction.