The purpose of this study is to explore the creative scene of youth dance artists by revealing the meaning of the audience to them based on their experience of the creative support project of youth dance artists. In order to do so, in-depth interviews were conducted with three youth dance artists who were beneficiaries of the program and the transcriptions of the interviews were analyzed qualitatively by constant comparison method. From the results, I was able to derive the significance of the following three categories. First, starting from the conception phase, the youth dance artists try to instill in their performance a value that is up to par with the high expectations of the audience. Second, they think that the critiques by critics and other professionals in the field are limited and propose the need to give more weight to the reactions of the lay audience as an evaluation factor. Moreover, they suggest the need to diversify the evaluation committee and review committee members in order to encourage the inflow of new dance artists. Third, the youth dance artists point out the difficulty of their activities reaching the critics as well as the media and point to the audience as a remedy to the issue as well as a driving force to construct new field of dance. First, as an element of support in the program, I propose to strengthen the support in the domain of criticism. There is also a need to improve the program’s current process of evaluation and review to emulate a structure in which currently active artists, professionals of various fields, and the lay audience can participate. Finally, I propose to strengthen the role of the country as a facilitator that encourages the support of its citizens and emphasizes the role of the market.

This study mainly focuses on audience development of dance festivals by applying 7Ps Marketing Mix in the Seoul Dance Festival, which is the first dance festival in Korea. The whole performances in the 39th Seoul Dance Festival(2018. 10. 22 - 12. 04) were sold out, and the festival was evaluated as one of the most successful dance festivals in its history. 7Ps Marketing Mix is the set of marketing tools consisting of Product, Price, Place, Promotion, People, Physical Evidence and Process. According to this analysis, the festival has succeeded because of its qualified programing, aggressive promotion, well-equiped venues, suitable environment, well-trained staff and reasonable ticket prices. To enhance its popularity for the dance festivals, the festival shall collaborate other dance groups which would open their shows during the festival period, manage specified SNS contents, plan the outdoor events before and after the main shows to set the festive mood, make the specialized ticket prices for the festival, manage volunteers more effectively and adopt e-ticket reservation system. This study aims to be a basic marketing resource for the future audiences development in the Korean dance festivals and the dance field.

This study analyzed whether there are differences in the evaluation of the attributes of dance performance audiences, satisfaction, and intention to revisit according to the lifestyle type. The main research results of the empirical analysis are as follows. First, it was found that the importance of the performance attribute differs according to the lifestyle of the dance performance audience. It was found that social relational and conservative culture types value performance hall facilities and accessibility, and open-minded groups regard performance hall facilities and performance groups' brands as important. Second, open-minded audiences were found to have the highest satisfaction and willingness to see the performance, and social relation-type audiences were the lowest. Third, it was found that the stage facilities of the concert hall and the brand factor of the performing organization had a positive effect on the satisfaction of dance performances. These results suggest that advertising and promotion strategies for performances should be different according to the lifestyle of the dance performance audience.