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Cultural Management: Science and Education (CMSE)

ISSN: 2512-6962

Cultural Management: Science and Education

Theatre marketing: young audience perceptions and behaviour

Mirna Leko Šimić, Helena Štimac, Martina Mikrut

Cultural Management: Science and Education 2 No. 1 (2018)
https://doi.org/10.30819/cmse.2-1.02     pp: 31-46     2018-06-30

Stichworte/keywords: Theatre, marketing, young audience, Croatia

Cite: APA    BibTeX

Šimić, M.L., & Štimac, H., & Mikrut, M. (2018). Theatre marketing: young audience perceptions and behaviour. Cultural Management: Science and Education, 2 (1), 31-46. doi:10.30819/cmse.2-1.02
@article{Šimić_2018,
doi = {10.30819/cmse.2-1.02},
url = {https://doi.org/10.30819/cmse.2-1.02},
year = 2018,
publisher = {Logos Verlag Berlin},
volume = {2},
number = {1},
pages = {31-46},
author = {Mirna Leko Šimić, Helena Štimac, Martina Mikrut},
title = {Theatre marketing: young audience perceptions and behaviour},
journal = {Cultural Management: Science and Education}
}

Abstract
The long-term trend of classical theatre market performance worldwide shows the ageing of its loyal customers. The aim of this paper is to analyse the characteristics, opinions, and attitudes of the young population (18-35) in Croatia toward classical theatre. This analysis is aimed to serve as a strategic tool for marketing strategy creation for improvement of theatre marketing performance. Descriptive statis-tics, comparative analysis, multivariate analysis, and ANOVA were used for data analysis. Findings indi-cate changed lifestyles, preferences, and attitudes of young population segments toward classical thea-tre. There is a significant discrepancy between expectations and satisfaction of respondents’ percep-tions of price, performance/repertoire, and types of “entertainment” offered by the Croatian National Theatre in Osijek.

Abstract, Vita & References (PDF)

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