Marketing cultural attractions: understanding non‐attendance and visitation barriers

Abstract

Purpose -The purpose of this paper is to draw together the previous academic and industry research on non-attendance of cultural attractions, followed by qualitative indepth interviews to identify commonalities or gaps in the previous research on barriers, constraints and inhibitors, as well as to propose linkages between these.Design/methodology/approach -A multi-method approach is used -where barriers, constraints and inhibitors are identified by means of thematic content analysis of the literature. A set of probing questions is developed based on these themes and is then examined in in-depth interviews with individuals that had not visited cultural attractions in the past two years, in an attempt to triangulate data, as well as to identify connections between barriers.Findings -From the literature, eight interconnected barriers to visitation are identified -1) physical access, 2) personal access, 3) cost, 4) time and timing, 5) product, 6) personal interest and peer group, 7) socialization and understanding, and 8) information. The indepth interviews generally support these, although it is also identified that there are complex interrelationships between the issues.Originality/Value -This paper addresses the neglected question of why people do not attend cultural attractions by triangulating thematic findings from the content analysis of diverse literature with in-depth interview responses from one non-visitor segment. This results in an interconnected model of barriers that can be used to assist managers to develop strategies addressing low visitation rates within targeted segments.

Social Inclusion Through Cultural Engagement Among Ethnic Communities

“…Much research into arts consumers has focused on factors that influence audience's motivation for attendance (i.e., Buch, Milne, & Dickson, 2011;Geissler, Rucks, & Edison, 2006;Kay, Wong, & Polonsky, 2009;Le & Fujimoto, 2011;Slater & Armstrong, 2010;Wohlfeil & Whelan, 2006;Woosnam, McElroy, & Van Winkle, 2009) and differences between motivation of Western and Asian tourists in attending cultural experiences (Kay, 2009). A number of factors have been suggested to motivate consumption such as involvement (Slater & Armstrong, 2010;Wohlfeil & Whelan, 2006), cost reductions (Garber, Muscarella, Bloom, & Spiker, 2000), social aspects and the quality of the performance (Garber et al, 2000;Kolb, 2002;Mencarelli, Marteaux, & Pulh, 2010;Woosnam et al, 2009), social interaction, entertainment and fun (J. K. L. Chan, 2009;Gofman, Moskowitz, & Mets, 2011;Woosnam et al, 2009), education (J. K. L. Chan, 2009;Woosnam et al, 2009), stakeholder inclusion (Capriello & Rotherham, 2011), links with other values (Barber, Kim, & Barth, 2013), and links between intercultural experiences and consumption experiences (Hartman, Meyer, & Scribner, 2009).…”

Understanding the cultural consumption of a new wave of immigrants: the case of the South Korean community in South West London

“…learning to play a musical instrument, painting, performing). Section 2 of the questionnaire included three questions on ‘passion for the arts’ (Kottasz & Bennett, ), three questions on ‘educational motivation’ (informed by Swanson et al ., ) and three categories of barrier perceptions identified by Kay (). Included in this section also was a question asking respondents to assert their relationship with and exposure to the arts during childhood (Buraimo et al ., ) and two general questions (xviii and xix).…”

Cultural Ecosystem of Creative Place: Creative Class, Creative Networks and Participation in Culture

“…A marketing perspective offers an insight into criteria that should be met for a person to participate in market exchange. Cost and convenience are among the basics that should be considered within a strategic perspective of a cultural institution (Kay, Wong, Polonsky, 2009). Recently, there have been growing considerations for spatial dimension in public policy -territorial differences in access opportunities to public services including culture are evident in spite of regional development strategies aimed at the reduction of socioeconomic disparities across subnational territorial units.…”