This study aims to analyze the changing aspects of the Cheonan World Dance Festival and explore its future value. The research is conducted by the analysis of records of the dance festival through media such as the Internet and press promotional materials, while focusing on qualitative research based on literature, examining the historical development process of the festival and its current value as a dance festival, and suggesting future direction and strategies for the festival. The Cheonan World Dance Festival started as a general local festival called the ‘Cheonan Semgeori Heungtaeryeong Cultural Festival’ in 1987 and has been renamed as the ‘Cheonan Semgeori Cultural Festival’ in 1990, the ‘Cheonan Heung-taeryeong Festival’ in 2008, and the ‘Cheonan World Dance Festival’ in 2011. It is a representative local dance festival in Korea that has secured the image and identity of Cheonan through content development and title design. ‘Cheonan World Dance Festival’ have been recognized for their values through the preservation and succession of traditional culture, strengthening of regional identity, acceptance of cultural diversity, and their role as a tourism resource for long time. In order to embrace the changing times and be reborn as a world-class festival, however, the Cheonan World Dance Festival should consider modern changes, innovations, and digital transformations while strengthening publicity, expanding participatory programs, developing sustainable operation models, and increasing international exchanges.

The purpose of this study was Development Plan for Wonju Dynamic Dancing Carnival Based on Visitor Satisfaction Survey Core program of the carnival is performance by citizens where they present the prepared contents on the street. As such, a virtual cycle was created by the participation from citizens who become consumer and producer of the carnival at the same time. This brings effects of provoking pride and local patriotism for the region among the citizens as the participants in the carnival develop owner spirit of ‘carnival that I made’. From this point of view, this study attempts to examine the current situation of Wonju Dynamic Dancing Carnival and search for its growth potential by looking at survey statistics on the visitors. Summarizing the demographic characteristic of visitors at Wonju Dynamic Dancing Carnival, the most representative visitor can be described as a female Wonju resident in her 40s who visited the carnival with family members (visiting with family members 44.7%, people in their 40s 24.8%, residents in Wonju city 77.9%, women 68.1%). The carnival has very high revisiting rate and loyalty with 72.5% of the visitors coming for more than twice. Large number of visitors came to the carnival for more than two days during the carnival period (plan to visit 32.2%, visited for more than two days 77.3%). Majority of people who came to Wonju Dynamic Dancing Carnival visited the carnival from a motivation of leisure and breakaway (motivation of leisure, more than average 94.6%, motivation of breakaway, more than average 93.9%). These people gave positive evaluation Abstract 260 제41호on the entertainment and diversity of the carnival program, implying that the visitors who want breakaway and leisure are satisfied with the event contents. The carnival is aimed at takeoff to development as an industry that creates culture and art through the development of multiple contents stemmed from the incorporation of diverse programs into carnival, rather than being a simple event of carnival. It will develop as a carnival that can consolidate the state of cultural city of Wonju.

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.