A great show alone won't bring them back

Paper

Hume, Margee, Winzar, Hume and Sullivan Mort, Gillian. 2007. "A great show alone won't bring them back ." Pinho, Jose Carlos M. R. (ed.) VIth International Congress on Public and Non-profit Marketing (AIMPN2007). Braga, Portugal 14 - 15 Jun 2007
Paper/Presentation Title

A great show alone won't bring them back

Presentation TypePaper
AuthorsHume, Margee (Author), Winzar, Hume (Author) and Sullivan Mort, Gillian (Author)
EditorsPinho, Jose Carlos M. R.
Journal or Proceedings TitleProceedings of the VIth International Congress on Public and Non-Profit Marketing (AIMPN2007)
Year2007
Conference/EventVIth International Congress on Public and Non-profit Marketing (AIMPN2007)
Event Details
VIth International Congress on Public and Non-profit Marketing (AIMPN2007)
Event Date
14 to end of 15 Jun 2007
Event Location
Braga, Portugal
Abstract

In an environment of reduced government funding and increased pressure for accountability and measurable results from corporate sponsors, the problem of getting people to attend, and to return to, a performance venue is more important. We use structural equation modelling to test a model of the relationships amongst audience members' perceptions of theatre performance, peripheral services, and intentions to return to that theatre in the future. We show that Satisfaction and Value are driven equally by perceptions of the show and perceptions of peripheral services. The results suggest a reassessment of theatre patron services for arts venue management.

Keywordstheatre patronage; performances; attendance; theatre
ANZSRC Field of Research 2020369999. Other creative arts and writing not elsewhere classified
Public Notes

E1 category. Paper not available.

Byline AffiliationsGriffith University
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