Culture has become the center of 21 century New Economy Era and the environment of cultural consumption is dramatically changing. While identifying the change of customer needs and wants is very urgent, research on performance arts marketing is very rare. Musical, a representative genre of arts performance, is transforming from high culture to popular culture. Accordingly, the study aims to explain Korean culture marketing phenomenon, through investigating the influence of marketing mix and viewing motives on return viewing intention. The study utilized 350 experiencers of musical, living in Korea's metropolitan area. As a result, among 7Ps promotion and process were found to have an influence on return viewing intention, promotion was stronger than process. Relating viewing motives, only leisure and self-actualization had an influence on return viewing intention. Self-actualization showed more stronger influence than leisure. This result came from the fact that musical is introduction or growth stage of industry life cycle(ILC), it is luxury goods and experience goods. It is expected that the study will contribute to activate marketing research and establish marketing theories in the field.
Key Words : culture consumption, musical performance, marketing mix, viewing motives, luxury goods, experience goods