스포츠문화컨텐츠로서 태권도시범공연의 서비스 품질이 관객행동에 미치는 영향

Abstract

This study tested the effects of service quality of Taekwondo demonstration performance on performance experience attributes and audience behavior and also the mediating effects of service values and Taekwondo images in the process. The subjects include male and female adults that paid to see Taekwondo demonstration performance at local festivals or cultural events in Seoul and Gyeonggi Province. The investigators tested the hypotheses with path coefficients obtained from the covariance structure analysis of collected data and found statistically significant positive relations between the performance experience attributes and the performance program, physical environment, and interaction quality of Taekwondo demonstration performance service perceived by the audience. The path coefficients were also statistically significant positive between the performance experience attributes and service values and Taekwondo images, respectively. The path coefficient between the performance experience attributes and audience satisfaction had positive connections, and the ones between service values and Taekwondo images, between service values and audience satisfaction, and between Taekwondo images and audience satisfaction also showed statistically significant positive connections. These findings mean that all the hypotheses were adopted. The present study is significant in that it checked the effects on audience satisfaction by reflecting performance service quality and experience attributes on marketing strategies for the popularization, globalization, and sports cultural content of Taekwondo and tested the roles and effects of service values and Taekwondo images in the process.