Cultural consumption and the artistic benefit

This research-based paper aims to analyse the benefits linked with the art & culture consumption in order to improve their taxonomy. Starting from a list of benefits composed by five voices: functional, symbolic, emotional, social and artistic, this paper is dedicated to an analysis aimed at understanding what are the features that a cultural product of performing arts should have. Particular attention is dedicated to the artistic benefit, defined as the feeling of being part of the artistic process. This benefit, through the optic of the customer engagement, helps to push forward arts and culture marketing and management into a service-dominant logic. Data collection and analysis are divided in two main studies. The first qualitative, explorative and item-generation study is based on in-depth interviews with pivotal witnesses of the art management process; the second quantitative study intends to purify the items generation process and evaluate the validity of the identified semantic dimensions in comparison with the starting framework. The results confirm the relevance of the topic for the arts consumption in order to shed light on the customer engagement process within the art & culture marketing and management dynamics.