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Targeting university students in audience development strategies for opera and ballet

Author

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  • Mária Tajtáková
  • Daniel Arias-Aranda

Abstract

In this paper, an analysis of the attitudes of university students towards opera and ballet is made under the framework of audience development strategies for the performing arts. By studying the main motivations, interests, attendance, barriers and expectation, a basis for the development of an appropriate marketing strategy is provided. The most important motives of opera and ballet goers were identified as a desire to experience a live performance, particular interest in seeing a particular piece and general interest in a determined genre. Ex ante expectations related to performances are emotions, the atmosphere of the event and broadening personal scope in culture.

Suggested Citation

  • Mária Tajtáková & Daniel Arias-Aranda, 2008. "Targeting university students in audience development strategies for opera and ballet," The Service Industries Journal, Taylor & Francis Journals, vol. 28(2), pages 179-191, March.
    • Handle: RePEc:taf:servic:v:28:y:2008:i:2:p:179-191
    DOI: 10.1080/02642060701842191
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    Cited by:

    1. Juliette Ducros Passebois & Carole Martinez & Florence Euzéby, 2019. "Branding the performing arts in the digital age: Lessons from the Opéra de Paris," Post-Print hal-03174402, HAL.

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