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An evening at the theatre: using choice experiments to model preferences for theatres and theatrical productions

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  • Jose Grisolia
  • K. G. Willis

Abstract

This article examines people's preferences and demand for live theatre. It investigates the preferences for people attending a regional theatre, Northern Stage in Newcastle, in relation to other live theatres they could attend, and in relation to the attributes of theatrical productions and ticket price. It uses a Stated Preference (SP), discrete choice experiment, to assess people's utility and Willingness To Pay (WTP) for the different attributes of theatrical productions. The model assesses the effect of the attributes of plays on choice; and the impact of Socio-Economic (SE) and demographic variables on choice and demand. Results reveal the heterogeneity of theatregoers' tastes for different types of plays and ticket prices. The models reveal the significance of 'reviews' and 'Word Of Mouth' (WOM) opinions on plays, as the most important variables determining choice.

Suggested Citation

  • Jose Grisolia & K. G. Willis, 2011. "An evening at the theatre: using choice experiments to model preferences for theatres and theatrical productions," Applied Economics, Taylor & Francis Journals, vol. 43(27), pages 3987-3998.
    • Handle: RePEc:taf:applec:v:43:y:2011:i:27:p:3987-3998
    DOI: 10.1080/00036841003742637
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    Citations

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    Cited by:

    1. Víctor Fernández-Blanco & Ana Rodríguez-Álvarez & Aleksandra Wiśniewska, 2019. "Measuring technical efficiency and marginal costs in the performing arts: the case of the municipal theatres of Warsaw," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 43(1), pages 97-119, March.
    2. Andrea Baldin & Trine Bille, 2018. "Modelling preference heterogeneity for theatre tickets: a discrete choice modelling approach on Royal Danish Theatre booking data," Applied Economics, Taylor & Francis Journals, vol. 50(5), pages 545-558, January.
    3. Salmai Qari & Tobias Börger & Tim Lohse & Jürgen Meyerhoff, 2023. "The Value of National Defense: Assessing Public Preferences for Defense Policy Options," CESifo Working Paper Series 10872, CESifo.
    4. Wiśniewska Aleksandra, 2019. "Quality attributes in the non-market stated-preference based valuation of cultural goods," Central European Economic Journal, Sciendo, vol. 6(53), pages 132-150, January.
    5. Concetta Castiglione, 2019. "Revealed individual attendance at Italian theatre: a microeconomic investigation," Economia Politica: Journal of Analytical and Institutional Economics, Springer;Fondazione Edison, vol. 36(3), pages 731-759, October.
    6. Aleksandra Wiśniewska & Wiktor Budziński & Mikołaj Czajkowski, 2018. "Publicly funded cultural institutions – a comparative economic valuation study," Working Papers 2018-22, Faculty of Economic Sciences, University of Warsaw.
    7. Paul Crosby, 2019. "Don’t judge a book by its cover: examining digital disruption in the book industry using a stated preference approach," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 43(4), pages 607-637, December.
    8. Evgeniy M. Ozhegov & Alina Ozhegova, 2018. "Segmentation of Theatre Audiences: A Latent Class Approach for Combined Data," HSE Working papers WP BRP 198/EC/2018, National Research University Higher School of Economics.
    9. Aleksandra Wiśniewska, 2019. "‘Quality food’ for cultural policies. Quality attributes in the non-market stated-preference based valuation of cultural goods," Working Papers 2019-03, Faculty of Economic Sciences, University of Warsaw.
    10. Rachel Lau & Brooke Krause, 2022. "Preferences for perceived attractiveness in modern dance," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 46(3), pages 483-517, September.
    11. Cristina Muñiz & Plácido Rodríguez & María José Suárez, 2017. "Participation in cultural activities: specification issues," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 41(1), pages 71-93, February.
    12. Dylan Thompson, 2024. "Front row or backstage? Evidence on concert ticket preferences from a discrete choice experiment," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 48(3), pages 463-491, September.
    13. McKenzie, Jordi & Crosby, Paul & Cox, Joe & Collins, Alan, 2019. "Experimental evidence on demand for “on-demand” entertainment," Journal of Economic Behavior & Organization, Elsevier, vol. 161(C), pages 98-113.
    14. David Throsby & Anita Zednik & Jorge E. Araña, 2021. "Public preferences for heritage conservation strategies: a choice modelling approach," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 45(3), pages 333-358, September.
    15. Aleksandra Wiśniewska & Wiktor Budziński & Mikołaj Czajkowski, 2020. "An economic valuation of access to cultural institutions: museums, theatres, and cinemas," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 44(4), pages 563-587, December.
    16. José Grisolía & Kenneth Willis, 2012. "A latent class model of theatre demand," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 36(2), pages 113-139, May.
    17. David Throsby & John R. Severn & Katya Petetskaya, 2024. "Preference formation in demand for live theatre," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 48(2), pages 285-310, June.
    18. José M. Grisolía & Kenneth G. Willis, 2016. "Consumer choice of theatrical productions: a combined revealed preference–stated preference approach," Empirical Economics, Springer, vol. 50(3), pages 933-957, May.

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