한국 뮤지컬 티켓 가격에 대한 연구: 2019년∼2023년 대극장 작품을 중심으로

초록

Over the past 20 years, the Korean musical market has grown remarkably. In this process, a lot of controversy arose about the increase in musical ticket prices at the end of 2022. This paper aims to provide a deeper understanding by identifying the characteristics of musical products and to reveal what the pricing structure should be to reflect these characteristics. To this end, researcher attempted to analyze various domestic and foreign literature and statistics, conducted a case analysis of a long-running domestic production and the price status of Broadway musicals, and conducted interviews with many domestic and foreign experts to deepen the research. In addition, in order to understand the current situation in Korea, researcher analyzed the process of change in the price of the premium musical tickets at Korean big theatres over the past five years and what the main factors were in determining the price. As a result of the research, musical products have various characteristics, but among them, they have distinct characteristics as immediate goods. Nevertheless, domestic musical ticket prices are affected to some extent by production costs and inflation, but are not significantly affected by box office revenue or product attributes, and the biggest influence was the musical ticket price formed in the year in which it was performed. In order for the Korean musical market to grow further, it is necessary to form flexible prices through a more diverse pricing policy that appropriately reflects the attributes of musical products, box office revenue, and competitiveness of products in ticket prices. This will be very helpful in driving market growth, including expanding audience options.

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