2020
DOI: 10.1002/nvsm.1698
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Individual versus companion visitors' willingness‐to‐pay for the theater tickets: The case of Perm opera

Abstract: Business‐like approaches are applied more and more widely in nonprofit organization contexts, and theaters are no exception. Revenue generation, customer segmentation, and personalized marketing are becoming the key managerial concerns. Our study focuses on two relevant aspects of theater attendees' behavior. We examine visitors' willingness‐to‐pay (WTP) for theater seats (to derive revenue drivers), and its difference between two segments – single and couple visitors (to uncover the social motivation effect).… Show more

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