공연예술축제 체험 소비행위의 유형화: 춘천 마임축제를 대상으로

Abstract

This study was to analyze the pattern of consumption behavior in a performance art festival setting, using participant observation and tele-interview methods at the Chuncheon International Mime Festival. This research were based on the four dimensions of consumption suggested by Holt(1995) and the attributes of festival experience identified by Lee(2006). After analyzing, the pattern of the consumption behavior at a performing art festival was classified into seven types as experience, integration, social play, classification, experience and social play, experienced and integrated, classification following integration. In the pattern of consumption behavior as experience, the escape and playfulness were representative, and in the pattern of social play, sense of community was dominant. The results of the analysis indicated that the visitors of Chuncheon International Mime Festival seemed to enjoy the festival consumption through reciprocal relationship between the performers and themselves. The results also suggested that the planners of a festival need to consider these patterns of consumption behavior of the festival goers.핵심용어(Key words):공연예술축제 체험 소비행위 유형, 경험으로서 소비행위, 통합으로서 소비행위, 사회적 유희로서 소비행위, 분류로서 소비행위, 축제체험속성