Year: 2019
Type: article
Abstract: It has been well documented that the performing arts have experienced declining attendance and financial support.The Millennial consumer has many options for entertainment experiences in a variety of venues.In order to appreciate the motivations of the emerging audience three studies were conducted involving college students.The first study revealed a definite lack of appreciation for the fine arts, specifically ballet, opera, symphony and live theatre.The second study investigated alternative strategies to improve attendance to these experiences.The final study started an inquiry into self-image congruency for live theatre goers and alternative venues for an experience, movie theaters and home viewing.Relevance to Marketing educators, Researchers and Practitioners: Managers of fine arts organizations will benefit from the results concerning engaging the Millennial and GenZ market.Consumer behavior researchers will benefit from the foundations provided from the results of these three studies.
Author: Peggy O. Shields
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2944695868