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Audience Research for the Performing Arts: Romanian Music Festival

Author

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  • Florin G. LUCHIAN

    (Faculty of Music Performance, Composition and Theoretical Studies, George Enescu University of Arts Iasi)

Abstract

The purpose of this study is to examine the strategic marketing tools (instruments) such as segmentation and targeting for a better understanding of current and potential audiences of classical music festivals. Arts administrators need to locate and address the audience segmentation, enhancing communication with audiences of all segments. The marketing strategies for music festivals should include improving music festival branding as well as developing diverse programs and engaging with the community on multiple levels. The study incorporates a literature review of the recent sociological research dealing with the consumption of arts products and a case study approach on the fifteenth edition of Romanian Music Festival in Iași, involving an audience survey. The research can be used as a tool to inform marketing and audience development plans for the organisers of Romanian Music Festival and other arts organisations. It also contains insights that organisations might find useful in the development of an arts activity itself.

Suggested Citation

  • Florin G. LUCHIAN, 2014. "Audience Research for the Performing Arts: Romanian Music Festival," SEA - Practical Application of Science, Romanian Foundation for Business Intelligence, Editorial Department, issue 3, pages 304-309, April.
    • Handle: RePEc:cmj:seapas:y:2014:i:3:p:304-309
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    References listed on IDEAS

    as
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    3. Francesca Borgonovi, 2004. "Performing arts attendance: an economic approach," Applied Economics, Taylor & Francis Journals, vol. 36(17), pages 1871-1885.
    4. Donata Favaro & Carlofilippo Frateschi, 2007. "A discrete choice model of consumption of cultural goods: the case of music," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 31(3), pages 205-234, September.
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    More about this item

    Keywords

    Arts marketing; Festival management; Audience research; Romanian Music Festival;
    All these keywords.

    JEL classification:

    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media

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