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본 연구는 지역문화예술 활성화를 위해 진행되었으며, 지역공연 서비스품질이 경제적·사회문화적 효과에 미치는 영향과 고객만족에 미치는 영향에 대해 연구하였다. 이를 기반으로 활성화 운영방안에 관해 연구하였다. 지역공연에서의 고객과 직원을 대상으로 약 2주간 대면면접으로 설문을 진행하였으며, 유효한 응답 100명을 대상으로 분석하였다. 설문조사를 통해 수집된 데이터는 SPSS 24.0과 엑셀을 이용하여 분석하였다. 응답자의 통계학적 특성 및 일반적 사용의 특징을 알아보기 위해 빈도분석을 실시하였으며, 측정된 변수의 신뢰성과타당성을 검증하기 위해 신뢰성 분석 및 요인분석을 실시하였다.분석결과를 종합해보면, 첫째, 서비스품질은 사회적문화적 효과에영향을 미치는 것으로 분석되었다. 전체 결과에서는 경제적 효과에는영향을 미치지 않는 것으로 분석되었다. 다만 고객과 직원의 경우에는 다르게 영향을 미치는 것으로 분석되었다. 둘째, 공연의 효과는 고객만족에 부분적으로 영향을 미치는 것으로 분석되었다. 경제적인 효과는 고객만족에 영향을 미치고 사회문화적 효과는 재이용의도에 영향을 미친다고 분석되었다. 셋째, 고객과 직원에 따른 차이분석결과‘신뢰성’과 ‘공연효과’는 차이가 있는 것으로 분석되었다. 이는 직원의신뢰성과 고객 안전을 위한 노력이 중요한 역할을 한다는 이는 직원이 신뢰성이 높을수록 관객의 만족도가 높아진다고 볼 수 있다.
이러한 분석결과에 따른 실무적 시사점은 다음과 같다. 첫째, 고객과 직원의 관점이 다르기 때문에 운영 시 이에 대한 고려요소를 통한접근이 필요하다. 둘째, ‘신뢰성’에 대한 요소가 매우 중요하다. 공연을할 때 진행에 대한 고객과의 약속뿐만 아니라 안전성에 대한 부분들을 고려해야 하며, 요금의 경제적인 부분도 함께 고려하여 고객이나직원들에게 제공해줄 필요가 있다. 셋째, 지역공연예술을 운영할 때,관련 정보나 접근성을 고려할 필요가 있다. 이를 극복하기 위한 다양한 정보마케팅이 필요하며, 교통의 접근성이 용이하지 않을 경우공연장 버스나 자세한 교통편을 알려줌으로써 고객의 불편성을 줄일
수 있다.
문화공간 사례 연구 분석결과 7가지의 이슈로 요약해볼 수 있다.
첫째, 재생산 및 재활용을 통한 문화공간을 마련해야 한다. 전반적으로 폐산업시설 및 유휴공간 활용을 통해 지역활성화와 대규모의 복합문화공간을 계획하고 있는 것으로 나타났다.
둘째, 현 수요에 적합한공간가치를 재창조해야 한다. 다수의 사례에서 과거와 현재의 가치가공존하는 가운데 문화예술을 통해 새로운 공간으로 활용되는 것을 살펴볼 수 있다.
셋째, 지역 특성을 반영한 차별화된 마을 단위의 재생기반을 마련해야 한다. 지역공동체를 조성하고 활성화한다는 목표 아
래 해당 지역의 기반시설을 조성하고 정비한다는 차별성을 가질 수있다. 지역문화를 활성화할 때 문화시설 뿐 아니라 사람, 자원과 시설이 유동적으로 연결되어야 한다.
넷째, 운영안정화를 위한 운영조직구성 및 운영체계 수립해야 한다. 다섯째, 민-관 협력을 위한 행정의중재자적 역할이 필요하다.
여섯째, 지역사회와 협력을 통한 시너지효과 창출을 해야 한다. 문화예술 공간들이 지속적으로 발전하고 유지하기 위해서는 속해있는 지역사회와 융합해야 한다.
일곱 번째 사업의 지속성확보를 위한 방안 마련이 요구된다. 사업의 지속성확보를위해서 별도의 재원 마련을 위한 노력이 필요하고 지자체와 조율을통해 추진동력이 감소되지 않도록 노력해야 한다.
연구의 분석결과가 의미가 있음에도 한계점이 존재한다.
첫째, 본연구의 표본의 수가 일반화를 하기에 한계가 있었다. 향후 더 많은 표본을 통해 유의미한 결과들을 도출하고 현 논문 결과를 일반화할필요가 있다. 둘째, 예술 공연 장르를 확대하여 일반화시킬 필요가 있다. 셋째, 분석의 다양화가 필요하다. 향후 데이터의 수와 다양한 접근을 통해 분석을 진행할 필요가 있다. 이러한 한계점을 보완하여 향후지속적으로 연구가 된다면 지역예술문화에 실질적인 도움이 될 수 있을 것으로 판단된다.
이러한 분석결과에 따른 실무적 시사점은 다음과 같다. 첫째, 고객과 직원의 관점이 다르기 때문에 운영 시 이에 대한 고려요소를 통한접근이 필요하다. 둘째, ‘신뢰성’에 대한 요소가 매우 중요하다. 공연을할 때 진행에 대한 고객과의 약속뿐만 아니라 안전성에 대한 부분들을 고려해야 하며, 요금의 경제적인 부분도 함께 고려하여 고객이나직원들에게 제공해줄 필요가 있다. 셋째, 지역공연예술을 운영할 때,관련 정보나 접근성을 고려할 필요가 있다. 이를 극복하기 위한 다양한 정보마케팅이 필요하며, 교통의 접근성이 용이하지 않을 경우공연장 버스나 자세한 교통편을 알려줌으로써 고객의 불편성을 줄일
수 있다.
문화공간 사례 연구 분석결과 7가지의 이슈로 요약해볼 수 있다.
첫째, 재생산 및 재활용을 통한 문화공간을 마련해야 한다. 전반적으로 폐산업시설 및 유휴공간 활용을 통해 지역활성화와 대규모의 복합문화공간을 계획하고 있는 것으로 나타났다.
둘째, 현 수요에 적합한공간가치를 재창조해야 한다. 다수의 사례에서 과거와 현재의 가치가공존하는 가운데 문화예술을 통해 새로운 공간으로 활용되는 것을 살펴볼 수 있다.
셋째, 지역 특성을 반영한 차별화된 마을 단위의 재생기반을 마련해야 한다. 지역공동체를 조성하고 활성화한다는 목표 아
래 해당 지역의 기반시설을 조성하고 정비한다는 차별성을 가질 수있다. 지역문화를 활성화할 때 문화시설 뿐 아니라 사람, 자원과 시설이 유동적으로 연결되어야 한다.
넷째, 운영안정화를 위한 운영조직구성 및 운영체계 수립해야 한다. 다섯째, 민-관 협력을 위한 행정의중재자적 역할이 필요하다.
여섯째, 지역사회와 협력을 통한 시너지효과 창출을 해야 한다. 문화예술 공간들이 지속적으로 발전하고 유지하기 위해서는 속해있는 지역사회와 융합해야 한다.
일곱 번째 사업의 지속성확보를 위한 방안 마련이 요구된다. 사업의 지속성확보를위해서 별도의 재원 마련을 위한 노력이 필요하고 지자체와 조율을통해 추진동력이 감소되지 않도록 노력해야 한다.
연구의 분석결과가 의미가 있음에도 한계점이 존재한다.
첫째, 본연구의 표본의 수가 일반화를 하기에 한계가 있었다. 향후 더 많은 표본을 통해 유의미한 결과들을 도출하고 현 논문 결과를 일반화할필요가 있다. 둘째, 예술 공연 장르를 확대하여 일반화시킬 필요가 있다. 셋째, 분석의 다양화가 필요하다. 향후 데이터의 수와 다양한 접근을 통해 분석을 진행할 필요가 있다. 이러한 한계점을 보완하여 향후지속적으로 연구가 된다면 지역예술문화에 실질적인 도움이 될 수 있을 것으로 판단된다.
목차
표 목 차 ································································································ ⅶ그 림 목 차 ································································································ ⅷ국 문 요 약 ·································································································· ⅸI. 서 론 ··········································································································· 11. 연구의 배경 및 목적 ············································································ 12. 연구의 방법 및 구성 ············································································ 3II. 이론적 배경 ····························································································· 41. 마을문화공간 관련 연구 및 현황 ······················································ 41) 마을문화공간 정의 ············································································ 42) 마을문화공간 선행연구 ···································································· 73) 마을문화공간 현황 ·········································································· 1 02. 유휴공간 관련 연구 및 현황 ··························································· 1 21) 유휴공간 정의 ················································································ 1 2(1) 유휴공간의 개념 ······································································· 1 2(2) 국내 지역문화 및 유휴공간 법제화 현황 ··························· 1 4(3) 유휴공간 발생현황 ································································· 1 62) 유휴공간 선행연구 ········································································ 1 73) 유휴공간 현황 ·················································································· 2 1(1) 폐교 및 폐역사 현황 ······························································· 2 13. 지역문화예술에 대한 이론적 배경 ·················································· 2 41) 공연서비스품질 ················································································ 2 42) 지역문화예술에서 경제적·사회문화적 효과 ······························· 2 53) 고객 만족 및 재방문 ···································································· 2 7- v -4. 유휴공간 및 마을문화공간의 국내외 사례분석 ····························· 2 91) 해외사례분석 ·················································································· 2 9(1) 폐역사 및 폐철로 활용 사례 ················································ 2 9(2) 폐산업 활용 사례 ··································································· 3 2(3) 마을 형태의 문화예술공간 활용 사례 ··································· 3 52) 국내 사례 분석 ·············································································· 3 9(1) 폐교 및 폐철도 활용 사례 ······················································ 3 9(2) 폐산업시설 재활용 사례 ························································· 4 2(3) 마을 단위의 문화예술공간 변화 ············································ 4 8III. 연구모형 및 분석방법 ········································································· 5 11. 연구모형 및 연구가설 ········································································· 5 11) 연구모형 및 연구틀 ········································································ 5 1(1) 연구틀 ······················································································ 5 1(2) 연구모형 ···················································································· 5 22) 연구가설 ··························································································· 5 2(1) 서비스품질과 공연효과와의 관계 ········································ 5 2(2) 서비스품질, 공연효과와 고객만족 관계 ································ 5 3(3) 고객과 직원에 따른 변수간의 관계 ···································· 5 52. 연구분석방법 ························································································ 5 61) 연구방법 ··························································································· 5 62) 조작적 정의 ····················································································· 5 7IV. 연구결과 ······························································································· 5 91. 표본의 일반적인 특성 ········································································· 5 91) 응답자 특성 ···················································································· 5 92) 문화공연현황 ·················································································· 6 13) 공연 및 지역유휴시설 운영 ························································· 6 3- vi -2. 신뢰도 및 타당성 검증 ····································································· 6 61) 신뢰도 검증 ···················································································· 6 62) 타당성 검증 ····················································································· 6 7(1) 서비스품질 타당성 검증 ························································· 6 8(2) 공연효과 타당성 검증 ····························································· 6 9(3) 고객만족도 타당성 검증 ······················································· 7 03. 연구가설 검증 ······················································································ 7 11) 서비스품질과 공연효과 및 고객만족 간의 관계분석 결과 ········ 7 0(1) 가설 검증 결과 ········································································· 7 1(2) 가설에 따른 연구모형 ····························································· 7 42) 고객과 직원간 비교분석 결과 ····················································· 7 5(1) 고객과 직원간 응답자 특성 비교 결과 ································· 7 5(2) 고객과 직원 간 회귀분석 검증 ············································ 7 7(3) 고객과 직원 간 차이 검증 결과 ············································ 8 13) 가설검증 ························································································· 8 3V. 연구결과 ································································································ 8 51. 분석결과 종합 결론 ············································································ 8 51) 문화예술 현황에 대한 결론 ··························································· 8 52) 분석결과 종합 결론 및 시사점 ··················································· 8 73) 사례분석을 통한 문화공간 효율적 운영방안 제시 ··················· 8 92. 연구의 한계점 및 향후 방안 ··························································· 9 1참고문헌 ······································································································ 94ABSTRACT ······························································································· 101부 록 ············································································································ 105
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