A great show alone won't bring them back

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.

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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.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: E1 category. Paper not available.
Faculty / Department / School: Historic - Faculty of Business - School of Management and Marketing
Date Deposited: 11 Jan 2011 01:54
Last Modified: 22 Aug 2011 04:11
Uncontrolled Keywords: theatre patronage; performances; attendance; theatre
Fields of Research : 19 Studies in Creative Arts and Writing > 1904 Performing Arts and Creative Writing > 190499 Performing Arts and Creative Writing not elsewhere classified
Socio-Economic Objective: C Society > 95 Cultural Understanding > 9501 Arts and Leisure > 950105 The Performing Arts (incl. Theatre and Dance)
B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/9165

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