engleski

YOUTH AND THEATER - EMPIRICAL MARKETING RESEARCH ON THE CASE OF THE CROATIAN NATIONAL THEATER ZADAR

Culture and art play an important role in society. Many public cultural institutions including classic theatres are faced with similar problems worldwide. These problems can be identified as supply and demand side issues. Supply side issues include increasing competition from other types of entertainment and decreasing public financing while demand side issues are related to the trend of the aging of loyal audiences and, in general, a decrease in audience size, or a number of visitors. With the advent of cinema, television, Internet (IT revolution), fewer and fewer young people are choosing to spend their free time attending theater performances. For this reason, classical theaters around the world are faced with the trend of aging of loyal audience and a general decrease in the audience size. This indicates that attracting young audience to the classic theatre is the key issue of its existence. The research was conducted with aim to determine whether young people recognize the role of theater and the importance of theatre on case of Croatian National Theater (Hrvatsko narodno kazalište - HNK) Zadar, and to examine how and to what extent they are informed about activities of HNK. The research was carried out using a survey method in several high schools and at the University of Zadar, during 2019. The sample consists of 300 respondents from three high schools and the University of Zadar. The survey questionnaire consisted of 9 questions. The research showed that, despite being satisfied with existing information on theater and theater performances, the expectations of young audience are, however, higher. Two-way Internet communication, which forms an integral part of the theater product to existing and potential consumers, should be implemented in theaters and other cultural institutions, along with the latest digital technologies in marketing.

nonprofit marketing, arts marketing, consumer generations, digital marketing, cultural organizations

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