Importance-Performance Analysis of Audiences for Traditional Art Performances

The purpose of this research was to compare and analyze the satisfaction and importance of the audience of traditional art performances, and to seek the development direction of conventional art performances through the analysis. For this reason, a survey conducted for visitors to the UNESCO World Intangible Cultural Heritage designation at the National Central Museum. As a result of the analysis, the performances that selected in the content recruitment superior to the general performances showed high satisfaction for most of the factors. Incentives such as support for production cost can raise the level of the work and give the audience high satisfaction. To help understand traditional arts, explanations and commentary on performances provided, but in some cases, satisfaction and importance levels were displayed as low. The performances held in large, medium, and small spaces, but depending on the size of the venue, it thought that it was an element that disturbed the audience. In the future, it seems necessary to provide explanations that minimize the inconvenience of the audience. The viewing level of traditional art performances divided into three groups, and the satisfaction factors compared for each group. The group that watched many conventional art performances showed a high level of satisfaction for almost all elements. For the performance revitalize, it is necessary to have a strategy that first meets the needs of loyal audiences and to be spread widely to the popular in the future.