부산대학교 도서관

This study aims to analyze Korea’s domestic dance performance projects and marketing cases via online platforms and explore ways to revitalize their marketing. The study selected five domestic organizations using a phenomenological research method to conduct content analysis and conducted inductive analysis by interviewing six experts through a qualitative case study method. The National Dance Company of Korea promoted performance video projects, the Korea National Contemporary Dance Company produced online contents, Korean National Ballet collaborated with KBS(Korean Broadcasting System) to create an online program, the Seoul Dance Festival produced an online performance program on Instagram Reels, and the International Modern Dance Festival, commonly known as MODAFE, collaborated with the mass media such as Naver TV and VLIVE to produce an online performance mainly for communication purposes. The study suggests revitalizing marketing for online platform dance performances through diversifying performance information exposure methods, specializing video production techniques, systematizing national-level support and training of professionals, and commercializing marketing reflecting the trends.