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| Titel |
Loyalty behaviours and segmentation of performing arts audiences : the case of Théâtre de l’Athénée in Paris |
| Auteur |
O. Guillon |
| Tijdschrifttitel |
In: International journal of arts management. 14(2011)1(Fall.32-44) |
| Annotatie |
Met lit. opg.
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| Trefwoorden |
theaters, theater, publiek, sponsoring, Frankrijk, publieksonderzoek (vorm), tijdschriftartikelen (vorm) |
Samenvatting
Analysis of the behaviours of loyal audiences in the performing arts. The study revolves around two questions: Do individuals have an inherent propensity to be loyal? Do the different manifestations or forms of loyalty (subscription, frequency of attendance, longevity of patronage) vary from one audience segment to another or do they all reflect the same behaviour? The data gathered from a survey conducted at Théâtre de l’Athénée in Paris suggest that there does exist an individual propensity for loyalty that is related both to the consumer’s inherent characteristics and to contextual factors. It is also observed that the different forms of loyalty considered do not all correspond to exactly the same logic of consumption. |
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