Naslov
What makes the theatre audience return? The role of engagement in predicting future behavior.

Autori
Pap, Ana ; Dlačić, Jasmina ; Ham, Marija

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

Izvornik
Proceedings of 4th International Scientific Conference ToSEE - Tourism in Southern and Eastern Europe 2017: "Tourism and Creative Industries: Trends and Challenges" / Marković, Suzana ; Smolčić Jurdana, Dora - Opatija : Fakultet za menadžment u turizmu i ugostiteljstvu Sveučilišta u Rijeci, 2017, 423-435

Skup
International Scientific Conference ToSEE - Tourism in Southern and Eastern Europe 2017: "Tourism and Creative Industries: Trends and Challenges"

Mjesto i datum
Opatija, Hrvatska, 04.05.2017. - 06.05.2017

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
theatre audience ; customer engagement ; future behaviour ; SEM

Sažetak
Purpose – The purpose of this research is to explore the factors that influence the future behaviour of theatre audience. The authors hypothesized that the audience engagement could be the key factor and the answer to the question: What makes the theatre audience return? // Methodology – The research was conducted on a sample of 537 respondents from Croatia that have visited either Croatian National Theatre in Osijek or in Rijeka in the past two years. This precondition was ensured through filter question on the beginning of the survey and 452 respondents have satisfied the precondition. The data was gathered through highly structured questionnaire designed based on scales and items adapted from previous research. Structural equation modelling (SEM) in LISREL was used to analyse the data. // Findings – Research results suggest that future behaviour of theatre audience is positively influenced by perceived value of theatre performances and customer engagement. Contradictory to previous findings, quality of performance has no influence on future behaviour. Also, mediator effects are explored. Managerial implications are discussed and suggestions for marketing managers in theatres offered. // Originality of the research – This research contributes to the development of the theory on customer engagement in general and in the context of non-profit marketing as well as theatre marketing. It provides the empirically based answers to research questions related to the predictive power of engagement as well as other suggested variables. The study also contributes to understanding the determinants of future behaviour of theatre audience in Croatia.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA