Earticle

초록

영어

This study examines the factors influencing loyalty to cultural arts events using data from the Survey Report on National Culture and Arts Activity in 2022 and 2023. The dependent variable is a binary variable representing the intention to revisit in the future, which serves as a proxy for loyalty. Given that the dependent variable is binary, the logit model specification is employed to estimate the average marginal effects. The estimation results indicate that audience satisfaction exerts the strongest influence on loyalty in both years. It can be observed that participation in cultural arts events is the second most important variable in determining loyalty. This suggests that the government should support the expansion of the scope of these activities and the diversification of programs in order to facilitate greater participation in a wider range of cultural arts activities.

목차

Abstract
1. Introduction
2. Empirical Research Model
3. Data and Descriptive Statistics
4. Estimation Results and Discussions
5. Concluding Remarks
References

키워드

저자

• Young Hee Park [ Doctoral Student, Department of Arts and Cultural Management, Graduate School, Chung-Ang University, Seoul, Korea ]
• Hyeon-Cheol Kim [ Professor, School of Business Administration, College of Business and Economics, Chung-Ang University, Seoul, Korea ] Corresponding Author

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  The International Journal of Advanced Smart Convergence

• 간기

  계간

• pISSN

  2288-2847

• eISSN

  2288-2855

• 수록기간

  2012~2025

• 십진분류

  KDC 326 DDC 380