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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

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.

Suggested Citation

  • Jose Grisolia & K. G. Willis, 2011. "An evening at the theatre: using choice experiments to model preferences for theatres and theatrical productions," Applied Economics, Taylor & Francis Journals, vol. 43(27), pages 3987-3998.
  • Handle: RePEc:taf:applec:v:43:y:2011:i:27:p:3987-3998 DOI: 10.1080/00036841003742637
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    References listed on IDEAS

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    1. Martin Gornig & Bernd Görzig, 2007. "Verstärkte Spezialisierung deutscher Unternehmen," DIW Wochenbericht, DIW Berlin, German Institute for Economic Research, vol. 74(20), pages 333-335.
    2. Hirsch, Seev & Lev, Baruch, 1971. "Sales Stabilization Through Export Diversification," The Review of Economics and Statistics, MIT Press, vol. 53(3), pages 270-277, August.
    3. Bernd Görzig & Martin Gornig & Ramona Pohl, 2007. "Spezialisierung und Unternehmenserfolg im verarbeitenden Gewerbe Deutschlands," Vierteljahrshefte zur Wirtschaftsforschung / Quarterly Journal of Economic Research, DIW Berlin, German Institute for Economic Research, vol. 76(3), pages 43-58.
    4. Nils Braakmann & Joachim Wagner, 2009. "Product Differentiation and Profitability in German Manufacturing Firms," Working Paper Series in Economics 115, University of Lüneburg, Institute of Economics.
    5. Ernest H. Hall Jr., 1995. "Corporate Diversification and Perfor Mance: An Investigation of Causality," Australian Journal of Management, Australian School of Business, vol. 20(1), pages 25-42, June.
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    Cited by:

    1. Cristina Muñiz & Plácido Rodríguez & María José Suárez, 2017. "Participation in cultural activities: specification issues," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 41(1), pages 71-93, February.
    2. José Grisolía & Kenneth Willis, 2012. "A latent class model of theatre demand," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 36(2), pages 113-139, May.
    3. José M. Grisolía & Kenneth G. Willis, 2016. "Consumer choice of theatrical productions: a combined revealed preference–stated preference approach," Empirical Economics, Springer, vol. 50(3), pages 933-957, May.

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