|
|
 |
| Titel |
MAO-model of audience development : some theoretical elaborations and practical consequences |
| Auteur |
M. Stokmans |
| Tijdschrifttitel |
In: Arts research monitor. 7(2008)1(Apr.1-11) |
|
| Trefwoorden |
publiekswerving, cultuurdeelname, marketing, papers (vorm), tijdschriftartikelen (vorm) |
 |
 |
Samenvatting
To increase participation in any arts market, management has to target a specific segment of consumers who will react homogeneously on the implemented marketing strategy. The MAO-model of audience development (Wiggins 2004) provides a global framework that indicates what variables can be used to segment consumers, how these variables affect participation, and how these variables are related to the marketing mix. The model assumes that participants as well as non-participants experience three types of barriers that determine the probability of participation: Motivation, Ability, and Opportunity to participate. However, the conceptualization and operationalization of these barriers is rather unelaborated. Furthermore, the model does not describe a clustering procedure to arrive at market segments that are in line with the principles of the MAO-model. Paper, presented at the 8th International Conference on Arts and Cultural Management, 2005. |
|
|
|
|