Abstract
The purpose of this study is to analyze the impact of professional belly dance performances on the belly dance image perceived by visitors and their intention to watch it again. Accordingly, a research study was conducted with 173 viewers of the performance of Ahlan Wa sahlan, a belly dance original work commissioned as part of the event commemorating the 70th anniversary of Egypt's national holiday hosted by the Egyptian Embassy in Korea, as a valid sampling group. SPSS 25 was used as an analysis tool, and the results are as follows. First, professional belly dance performances have a significant positive impact on the belly dance image. Second, professional belly dance performances have a significant positive effect on visitors’ intention to re-watch. Third, the belly dance image has a significant positive effect on viewers' intention to watch again. Fourth, professional belly dance performances show a mediating effect in the influence relationship between image and re-viewing intention factors.
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