포스트코로나 시대의 공연마케팅에 대한 행동경제학적 고찰-무용공연을 중심으로

Abstract

This study was approached by applying the theory of behavioral economics as a way to seek vitalization of the performance market after the post-corona virus The difficult situation in the performance market due to Corona is spreading around the world and various measures are being proposed and implemented to overcome this situation. Existing field-oriented performances maintain the spirit of performance through the non-face-to-face format but there are difficulties in explaining the situation of the pre- vious performance market. Many performance groups and institutions have already started to apply content that screens performances based on media but it is not going smoothly due to the spread of Corona. Therefore as an effort to expand the perform- ance market after the pandemic we would like to suggest a method for attracting audi- ences from behavioral economics. The behavioral economic theories applied in this study are the prospect theory the Framing effect the representativeness bias the con- sensus-implies heuristic and the regulatory effect. From the concepts of these theories strategic implications for application to a new performance paradigm are presented. In this study the research was conducted in the form of deriving strategic implications of the field-oriented approach and non-face-to-face method which are the existing para- digms of performance. The results of this study provide a practical and academic basis for the revitalization of the performance market after the post-corona virus.