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Gli ostacoli alla fruizione del melodramma e le potenzialit? delle "esperienze liriche": un?indagine esplorativa realizzata a Pesaro sui giovani potenziali fruitori con un elevato livello di istruzione

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  • Emanuela Conti

Abstract

L?articolo rappresenta la prima fase di una ricerca finalizzata ad individuare gli ostacoli alla fruizione del melodramma in Italia da parte dei giovani con un elevato livello di istruzione e a capire se e quali "esperienze liriche" potrebbero attrarre il suddetto segmento di pubblico nei teatri d?opera. Anzitutto, viene analizzata la letteratura sulle determinanti del consumo di performing arts, sulla prospettiva esperienziale negli studi di consumer behavior dei prodotti artistici e sul marketing e management dell?esperienza. Di seguito, vengono illustrati i risultati di un?indagine esplorativa di tipo qualitativo realizzata a Pesaro sui giovani potenziali fruitori del melodramma con un elevato livello di istruzione attraverso la tecnica dei focus groups. In conclusione, proponiamo le prime implicazioni manageriali e di marketing per i teatri d?opera ed i suggerimenti per completare il percorso di ricerca.

Suggested Citation

  • Emanuela Conti, 2013. "Gli ostacoli alla fruizione del melodramma e le potenzialit? delle "esperienze liriche": un?indagine esplorativa realizzata a Pesaro sui giovani potenziali fruitori con un elevato livello di," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2013(3), pages 437-458.
    • Handle: RePEc:fan:ededed:v:html10.3280/ed2013-003006
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    References listed on IDEAS

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    1. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    2. repec:pri:cpanda:wp32-upright is not listed on IDEAS
    3. Craig Barton Upright, 2004. "Social Capital and Cultural Participation: Spousal Influences on Attendance at Arts Events," Working Papers 21, Princeton University, Woodrow Wilson School of Public and International Affairs, Center for Arts and Cultural Policy Studies..
    4. Andreasen, Alan R & Belk, Russell W, 1980. "Predictors of Attendance at the Performing Arts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(2), pages 112-120, Se.
    5. Emanuela Conti, 2011. "L?orientamento al marketing dei teatri lirici italiani: un?indagine esplorativa sugli spettatori del Rossini Opera Festival," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2011(1), pages 133-164.
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