뮤지컬 공연의 예매 시점에 따른 가격과 수요 분석을 통한 동적 가격제의 필요성에 관한 연구 = Exploring the Need for Dynamic Pricing: An Analysis of Price and Demand Based on Ticketing Time for Musical Performances

다국어 초록 (Multilingual Abstract)

Dynamic pricing has been widely adopted in the service industry, including the airline, hospitality, and sports sectors, and there are some examples in the international performance industry where dynamic pricing strategies have successfully increased the revenue of performing organizations. Since dynamic pricing has not been implemented in the domestic performance industry, this study aims to assess the necessity of its implementation from the perspective of performance profitability, with the following three different analyses of ticket purchase decisions and timing. First, we conducted a linear regression analysis to investigate the impact of the number of seats, ticket price, and discount rate on ticket volume at different phases of booking. Second, a multinomial logistic model was utilized to determine the significant factors that affect customers' booking preferences. Lastly, through clustering techniques, we found that ticket price and discount rate are the prominent attributes in distinguishing booking characteristics. Our findings indicate that the timing of ticket purchases is significantly influenced by ticket prices and discounts. Thus, it is crucial to implement a dynamic pricing strategy that provides varying prices for the same show at different times. This research is noteworthy as it employs a quantitative empirical analysis of actual customer ticketing data, in contrast to prior qualitative studies. Additionally, it offers practical insights by confirming the potential for a timing-based discount policy to boost ticket sales.