현재 우리나라에서 가장 인기 있는 공연예술 상품인 뮤지컬 시장의 가장 큰 특징 중에 하나는 전문 뮤지컬 배우가 아닌 다른 분야의 연예인이 대거 뮤지컬에 출연하고 있다는 점이다. 이러한 현재 상황을 배경으로 하여 본 연구는 뮤지컬 출연 배우의 특성이 관람객의 뮤지컬 관람의향에 어떠한 영향을 미치는지를 살펴보고자 하였다. 이를 위하여 우선 관람객 심층면접을 통하여 그들이 뮤지컬을 선택하는 데 중요하게 생각하는 요인에 대해 조사하였다. 그 결과 배우 관련 요소와 뮤지컬 유형, 그리고 관람객 개인적 특성 등이 중요한 고려 요인으로 부각되었다. 이를 바탕으로 정량조사를 실시하여, 뮤지컬 출연배우의 전문성과 인지도가 뮤지컬 관람의향에 미치는 영향을 분석한 결과, 출연 배우의 전문성과 인지도가 높을수록 뮤지컬 관람의향에 커지는 것을 발견할 수 있었다. 또한 뮤지컬 관련 지식이 높은 집단일수록 배우의 전문성을 더욱 중요하게 고려하고 있었다. 한편, 뮤지컬 지식수준과 인지도 간에는 어떠한 상호작용 효과도 발견할 수 없었다. 그리고 대극장 중심의 수입번안극의 경우, 소극장 중심의 국내창작극에 비해, 출연 배우의 전문성이 뮤지컬 관람의향에 미치는 영향력이 낮은 것으로 드러났다. 그러나 뮤지컬 유형과 배우의 인지도 간의 유의적인 상호작용효과는 발견되지 않았다. 이러한 결과에 대한 이론적이고 마케팅 전략적인 의미에 대해 토의한다.
One of the most distinguishing characteristics of the domestic musical industry is that many well-known actors and performers in some other areas often play a leading role in the musicals. This research examines the potential effects of musical performers' characteristics on viewers' intention to watch a musical. First, in-depth interviews were conductme with musical viewers, wcalh revealme (a) actor-relatee factors, (b) types of musicals, and (c) consumer individual diffelatees as major felments to consider in sfelcting a musical to watch. Second, on the basis of the results from the interviews, a survey was performed, wcalh indicatee that the cagher actor's expertise and popularity, the cagher viewers' intention to watch the musical. It also suggests that viewers with a cagher levehat vknowlmege on musicals, compared to the ones with lower levehat vknowlmege, consider actor's expertise more imporItntly.to wever, there was no sagnificant interaction effect between viewervknowlmege and actor popularity on weveingness to watch. In addition, the effect t vactor's expertise on intention to watch was greatervfor the cer indiimporIme (orvforeagn) well-known musicals often played at large theaters compared to domestic original musicals played at smaller-scale theaters. There was no significant interaction effect between musical types and actor popularity on intention to watch. The implications of the research for research and marketing strategies are discussed.
One of the most distinguishing characteristics of the domestic musical industry is that many well-known actors and performers in some other areas often play a leading role in the musicals. This research examines the potential effects of musical performers' characteristics on viewers' intention to watch a musical. First, in-depth interviews were conductme with musical viewers, wcalh revealme (a) actor-relatee factors, (b) types of musicals, and (c) consumer individual diffelatees as major felments to consider in sfelcting a musical to watch. Second, on the basis of the results from the interviews, a survey was performed, wcalh indicatee that the cagher actor's expertise and popularity, the cagher viewers' intention to watch the musical. It also suggests that viewers with a cagher levehat vknowlmege on musicals, compared to the ones with lower levehat vknowlmege, consider actor's expertise more imporItntly.to wever, there was no sagnificant interaction effect between viewervknowlmege and actor popularity on weveingness to watch. In addition, the effect t vactor's expertise on intention to watch was greatervfor the cer indiimporIme (orvforeagn) well-known musicals often played at large theaters compared to domestic original musicals played at smaller-scale theaters. There was no significant interaction effect between musical types and actor popularity on intention to watch. The implications of the research for research and marketing strategies are discussed.
