Research Trends in Dance Marketing

This study aims to recognize the importance of dance marketing in the South Korean dance industry and provide basic marketing information for the industry by analyzing trends in marketing research. The analysis utilized existing research papers searched by keywords relating to dance marketing research in South Korea. Literature published between 2014 and 2023 was subject to analysis, and the search was conducted on the Korea Citation Index (KCI) platform offered by the National Research Foundation of Korea (NRF). The results were based on a count of 111 research papers on dance marketing, excluding overlaps, which were produced at an average rate of 11 papers per year. Among the number of research papers published by academic journals, the Korean Society of Sports Science ranked first with 14 published papers, followed by the Korean Society of Dance with 11 published papers. By topic, dance was the area on which the highest number of research was conducted, followed by sports, other interdisciplinary topics, arts, management, and computing. For future studies, interdisciplinary research should continue to ensure diversity in research, creating an environment where dance-related content can thrive. Consumption behavior prediction research of dance consumers along with continued analysis of changing consumption behaviors must also continue. To increase the accessibility to dance, more digital media should be used. Finally, this work indicates that it is critical to establish a segmented marketing strategy so that the dance audience does not flow in or leave.