Naslov
An Empirical Examination of Promotional Activities in Croatian Theatres

Autori
Buljubašić, Iva ; Mijoč, Josipa ; Jobst, Ivana

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Movements European Realites: New Developing Trends / - Osijek, 2021, 13-30

ISBN
978-953-8181-29-0

Skup
4. međunarodni znanstveni skup: Europski realiteti – kretanja = 4th International Scientific Conference: European Realities – Movements

Mjesto i datum
Osijek, Hrvatska, 12.12.2019. - 13.12.2019

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Creative industries, cultural activities, statistical analysis, theatres, unconventional marketing

Sažetak
Today, theatres are testing numerous ways to attract audiences, especially among younger age groups. The lack of funding for promotional activities often requires theatres to use unconventional marketing methods whose effects, and ultimately the need for them, are not sufficiently explored. The aim of the paper is to examine the potential and role of unconventional theatre activities in attracting younger age groups as audiences, identifying the reasons for vising the theatre, as well as defining socio-demographic characteristics related to younger people’s decision to visit theatres. The conducted empirical research was aimed at young individuals, undergraduate and graduate university students. The data were collected at three Croatian universities using the “pen-and-paper” method in 2019 (n = 616). Descriptive and bivariate statistics were used to analyse collected data. The research findings revealed that younger age groups are aware of the potential of unconventional marketing, especially those who visit theatres (p < 0.001). The paper also analyses the factors that affect theatre attendance of young people. It was also confirmed that certain socio-demographic characteristics (the use of social networks, volunteering and parents’ experience in attending theatres) can be a determining factor in young people’s decision to visit theatres

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija, Interdisciplinarne društvene znanosti

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