2017
DOI: 10.20867/tosee.04.38
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What Makes the Theatre Audience Return? The Role of Engagement in Predicting Future Behavior

Abstract: 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 be… Show more

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Cited by 4 publications
(2 citation statements)
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References 34 publications
(55 reference statements)
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“…Pap et al [28] emphasize the importance of customer engagement and in their results suggest that future behaviour of theatre audience is positively influenced by perceived value of theatre performances and customer engagement.…”
Section: Introductionmentioning
confidence: 99%
“…Pap et al [28] emphasize the importance of customer engagement and in their results suggest that future behaviour of theatre audience is positively influenced by perceived value of theatre performances and customer engagement.…”
Section: Introductionmentioning
confidence: 99%
“…The same situation exists in Croatia, and if this is related to the longterm trend of the decline of classic theatre audiences (Leko Šimić & Pap, 2020), it is clear that a detailed age segments analysis is needed. Moreover, although several newer studies have concentrated on motivational factors (Walmsley, 2011;Obaidalahe & Steils, 2018), engagement (Pap et al, 2017), satisfaction (Leko Šimić & Pap, 2019) and other factors affecting theatre attendance, Hager and Kopczynski Winkler (2012) warned that neither scholars nor managers can afford to underemphasize the value of demographics in predicting performing arts attendance. This paper is the first in Croatia that studies has studied the different classic theatre segments and to provide insight into youth and adult theatre consumers' profiles.…”
Section: Introductionmentioning
confidence: 99%