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An evening at the theatre: using choice experiments to model preferences for theatres and theatrical productions

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  • Jose Grisolia
  • K. G. Willis
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    Abstract

    This article examines people's preferences and demand for live theatre. It investigates the preferences for people attending a regional theatre, Northern Stage in Newcastle, in relation to other live theatres they could attend, and in relation to the attributes of theatrical productions and ticket price. It uses a Stated Preference (SP), discrete choice experiment, to assess people's utility and Willingness To Pay (WTP) for the different attributes of theatrical productions. The model assesses the effect of the attributes of plays on choice; and the impact of Socio-Economic (SE) and demographic variables on choice and demand. Results reveal the heterogeneity of theatregoers' tastes for different types of plays and ticket prices. The models reveal the significance of 'reviews' and 'Word Of Mouth' (WOM) opinions on plays, as the most important variables determining choice.

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    Bibliographic Info

    Article provided by Taylor & Francis Journals in its journal Applied Economics.

    Volume (Year): 43 (2011)
    Issue (Month): 27 ()
    Pages: 3987-3998

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    Handle: RePEc:taf:applec:v:43:y:2011:i:27:p:3987-3998

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    Cited by:
    1. José Grisolía & Kenneth Willis, 2012. "A latent class model of theatre demand," Journal of Cultural Economics, Springer, vol. 36(2), pages 113-139, May.

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