문화 자본이 미술관 체험 만족 및 관람 후 행동 의도에 미치는 영향

초록

The present study paid attention to the fact that despite the recent marketing efforts of art galleries and the increase of visitors due to the increase of leisure time, still, it is a minority of people who visit art galleries and the visitors’ emotions and feelings are not fully understood. To explore this phenomenon, the study investigated the effects of cultural capital (interest and knowledge in culture and arts / participation in cultural and artistic activities) on the experiential satisfaction of art gallery visits and intentions to re-visit and recommend. The analysis of the survey revealed that the interest and knowledge in culture and arts can predict the experiential satisfaction of the visits, and in turn, the experiential satisfaction can predict the intentions to re-visit and to recommend. When the visitors were classified into two groups according to the amount of visits made, for the frequent visitors, the path of influence was ‘interest and knowledge in culture and arts→experientialsatisfaction→intentions to re-visit and to recommend’. The path of influence for the infrequent visitors was ‘participation in cultural and artistic activities→experientialsatisfaction→intentions to re-visit and to recommend’. Based on these findings, from a theoretical perspective, the study confirmed the significance of cultural capital on the explanation of culture and art consumption. The marketing implications were discussed as well.

키워드