The performing arts experience: Reflections about the opera attendees
Experiential marketing helps make a memorable experience for the consumer. Consumer characteristics enable them to perceive the offered stimuli differently. This study investigates the differences in the evaluation of artscapes – the application of servicescape in the performing arts – according to...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Faculty of Economics and Business in Osijek
2020-01-01
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| Series: | Ekonomski Vjesnik |
| Subjects: | |
| Online Access: | https://hrcak.srce.hr/file/362204 |
| _version_ | 1797329646740570112 |
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| author | Berta Tubillejas-Andrés Amparo Cervera-Taulet Haydee Calderón García |
| author_facet | Berta Tubillejas-Andrés Amparo Cervera-Taulet Haydee Calderón García |
| author_sort | Berta Tubillejas-Andrés |
| collection | DOAJ |
| description | Experiential marketing helps make a memorable experience for the consumer. Consumer characteristics enable them to perceive the offered stimuli differently. This study investigates the differences in the evaluation of artscapes – the application of servicescape in the performing arts – according to opera attendees’ experience with the cultural organization. Literature framework fails to confirm differences between experienced and inexperienced visitors. However, the level of commitment with the artistic organization contributes to building a deeper relationship. On the basis of 867 Spanish opera attendees’ responses, a one-way ANOVA technique has been used to analyze the proposed hypotheses, adopting a holistic perspective of the artscape, which includes not only its tangible, physical dimensions but also the social ones.
Significantly different evaluations of the artscape show that the attendees’ experience is important as the basis for adequate segmentation. The greater the extent of the contractual relationship and contact with the opera house, the better the evaluation of the physical and social artscape. This paper helps to fill a research gap in the area of servicescape applications in the nonprofit performing arts. In addition, it provides deeper knowledge about the servicescape experience. |
| first_indexed | 2024-03-08T07:08:29Z |
| format | Article |
| id | doaj.art-40c78c2a21b045328345ca4d09667ec8 |
| institution | Directory Open Access Journal |
| issn | 0353-359X 1847-2206 |
| language | English |
| last_indexed | 2024-03-08T07:08:29Z |
| publishDate | 2020-01-01 |
| publisher | Faculty of Economics and Business in Osijek |
| record_format | Article |
| series | Ekonomski Vjesnik |
| spelling | doaj.art-40c78c2a21b045328345ca4d09667ec82024-02-03T03:44:48ZengFaculty of Economics and Business in OsijekEkonomski Vjesnik0353-359X1847-22062020-01-01332339350The performing arts experience: Reflections about the opera attendeesBerta Tubillejas-Andrés0Amparo Cervera-Taulet1Haydee Calderón García2University of Valencia, School of Economics, Valencia, SpainUniversity of Valencia, School of Economics, Valencia, SpainUniversity of Valencia, School of Economics, Valencia, SpainExperiential marketing helps make a memorable experience for the consumer. Consumer characteristics enable them to perceive the offered stimuli differently. This study investigates the differences in the evaluation of artscapes – the application of servicescape in the performing arts – according to opera attendees’ experience with the cultural organization. Literature framework fails to confirm differences between experienced and inexperienced visitors. However, the level of commitment with the artistic organization contributes to building a deeper relationship. On the basis of 867 Spanish opera attendees’ responses, a one-way ANOVA technique has been used to analyze the proposed hypotheses, adopting a holistic perspective of the artscape, which includes not only its tangible, physical dimensions but also the social ones. Significantly different evaluations of the artscape show that the attendees’ experience is important as the basis for adequate segmentation. The greater the extent of the contractual relationship and contact with the opera house, the better the evaluation of the physical and social artscape. This paper helps to fill a research gap in the area of servicescape applications in the nonprofit performing arts. In addition, it provides deeper knowledge about the servicescape experience.https://hrcak.srce.hr/file/362204artscapenon-profit operaexperiential marketingfrequencysubscription program |
| spellingShingle | Berta Tubillejas-Andrés Amparo Cervera-Taulet Haydee Calderón García The performing arts experience: Reflections about the opera attendees Ekonomski Vjesnik artscape non-profit opera experiential marketing frequency subscription program |
| title | The performing arts experience: Reflections about the opera attendees |
| title_full | The performing arts experience: Reflections about the opera attendees |
| title_fullStr | The performing arts experience: Reflections about the opera attendees |
| title_full_unstemmed | The performing arts experience: Reflections about the opera attendees |
| title_short | The performing arts experience: Reflections about the opera attendees |
| title_sort | performing arts experience reflections about the opera attendees |
| topic | artscape non-profit opera experiential marketing frequency subscription program |
| url | https://hrcak.srce.hr/file/362204 |
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