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Evaluating cultural industries: investigating visitors' satisfaction in theatres

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  • Sabine Boerner
  • Volker Moser
  • Johanna Jobst

Abstract

This study investigates visitors' satisfaction with their subjective experience in theatres. Reconciling research on theatre marketing and theatre studies, a model of visitors' satisfaction in theatre is suggested and an instrument to capture visitors' satisfaction and its determinants is developed. Results from a field study ( n = 158) on three performances of ‘Twelfth Night or What You Will’ (Shakespeare) in a German community theatre revealed spectators' perception of stage direction and their emotional response as significant determinants. Comparing experienced to inexperienced visitors' judgements, no differences were found. Conclusions for theatre marketing are drawn.

Suggested Citation

  • Sabine Boerner & Volker Moser & Johanna Jobst, 2009. "Evaluating cultural industries: investigating visitors' satisfaction in theatres," The Service Industries Journal, Taylor & Francis Journals, vol. 31(6), pages 877-895, March.
    • Handle: RePEc:taf:servic:v:31:y:2009:i:6:p:877-895
    DOI: 10.1080/02642060902960792
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