Hume, Margee and Winzar, Hume and Sullivan Mort, Gillian (2007) A great show alone won't bring them back. In: VIth International Congress on Public and Non-profit Marketing (AIMPN2007), 14-15 June 2007, Braga, Portugal.Full text not available from this repository.
In an environment of reduced government funding and increased pressure for accountability and measurable results from corporate sponsors, the problem of getting people to attend, and to return to, a performance venue is more important. We use structural equation modelling to test a model of the relationships amongst audience members' perceptions of theatre performance, peripheral services, and intentions to return to that theatre in the future. We show that Satisfaction and Value are driven equally by perceptions of the show and perceptions of peripheral services. The results suggest a reassessment of theatre patron services for arts venue management.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||E1 category. Paper not available.|
|Uncontrolled Keywords:||theatre patronage; performances; attendance; theatre|
|Depositing User:||Assoc. Prof. Margee Hume|
|Date Deposited:||11 Jan 2011 01:54|
|Last Modified:||22 Aug 2011 04:11|
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