确定影响南非学生购买现场剧院门票的因素

Q2 Social Sciences

African Journal of Hospitality, Tourism and Leisure Pub Date : 2022-01-01 DOI:10.46222/ajhtl.19770720.234

W. Wessels, Pierre-André Viviers, K. Botha

{"title":"确定影响南非学生购买现场剧院门票的因素","authors":"W. Wessels, Pierre-André Viviers, K. Botha","doi":"10.46222/ajhtl.19770720.234","DOIUrl":null,"url":null,"abstract":"The sustainability of live theatre has become a great concern for the future of the arts due to a decline in live theatre ticket sales, ageing markets, and the now more recent closures and/or limitations on theatre activities during the global COVID-19 pandemic. To ensure the future sustainability of live theatre, live theatre producers and marketers are obligated to explore new/underutilised market segments and identify the aspects that contribute to the purchasing of live theatre tickets of each identified market segment. The student market is one market segment, currently in a phase of their lives where they are open to new experiences and have more freedom of choice on what they spend their money on compared to high school learners. However, the student market segment is not prioritising live theatre as one of their preferred social activities and also, very few live theatre productions are presented specifically with this market segment in mind. This article therefore aims to identify aspects contributing to live theatre ticket purchases of South African students between the ages of 18 and 24. Using a convenient sampling technique, 601 questionnaires were collected from students enrolled at two tertiary education institutions in South Africa. The results revealed eight (8) factors: Family/Socialising, Marketing, Genre and Style, Production Compilation, Explicit Content, Personal Comfort, Monetary facets, Leisure Experience. From these results, Monetary facets was rated as the most contributing aspect to live theatre ticket purchases. From previous studies, this aspect has also been identified but not as the most contributing aspect. The findings of this study contribute to the gap in student purchase behaviour literature and more specifically, to literature pertaining to South African students as a live theatre market segment. The results of this study will enable live theatre producers and marketers to create theatre productions that attract and encourage live theatre attendance of this particular market. © 2022. AJHTL /Author(s) ;Open Access – Online @ www.ajhtl.com","PeriodicalId":37588,"journal":{"name":"African Journal of Hospitality, Tourism and Leisure","volume":"35 1","pages":""},"PeriodicalIF":0.0000,"publicationDate":"2022-01-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Identifying Aspects Contributing to Live Theatre Ticket Purchases of South African Students\",\"authors\":\"W. Wessels, Pierre-André Viviers, K. Botha\",\"doi\":\"10.46222/ajhtl.19770720.234\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"The sustainability of live theatre has become a great concern for the future of the arts due to a decline in live theatre ticket sales, ageing markets, and the now more recent closures and/or limitations on theatre activities during the global COVID-19 pandemic. To ensure the future sustainability of live theatre, live theatre producers and marketers are obligated to explore new/underutilised market segments and identify the aspects that contribute to the purchasing of live theatre tickets of each identified market segment. The student market is one market segment, currently in a phase of their lives where they are open to new experiences and have more freedom of choice on what they spend their money on compared to high school learners. However, the student market segment is not prioritising live theatre as one of their preferred social activities and also, very few live theatre productions are presented specifically with this market segment in mind. This article therefore aims to identify aspects contributing to live theatre ticket purchases of South African students between the ages of 18 and 24. Using a convenient sampling technique, 601 questionnaires were collected from students enrolled at two tertiary education institutions in South Africa. The results revealed eight (8) factors: Family/Socialising, Marketing, Genre and Style, Production Compilation, Explicit Content, Personal Comfort, Monetary facets, Leisure Experience. From these results, Monetary facets was rated as the most contributing aspect to live theatre ticket purchases. From previous studies, this aspect has also been identified but not as the most contributing aspect. The findings of this study contribute to the gap in student purchase behaviour literature and more specifically, to literature pertaining to South African students as a live theatre market segment. The results of this study will enable live theatre producers and marketers to create theatre productions that attract and encourage live theatre attendance of this particular market. © 2022. AJHTL /Author(s) ;Open Access – Online @ www.ajhtl.com\",\"PeriodicalId\":37588,\"journal\":{\"name\":\"African Journal of Hospitality, Tourism and Leisure\",\"volume\":\"35 1\",\"pages\":\"\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2022-01-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"African Journal of Hospitality, Tourism and Leisure\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.46222/ajhtl.19770720.234\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"Social Sciences\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"African Journal of Hospitality, Tourism and Leisure","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.46222/ajhtl.19770720.234","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"Social Sciences","Score":null,"Total":0}

引用次数: 0

摘要

由于现场戏剧门票销售下降、市场老龄化以及最近在全球2019冠状病毒病大流行期间关闭和/或限制戏剧活动，现场戏剧的可持续性已成为艺术未来的一个重大问题。为了确保现场剧院的未来可持续性，现场剧院的生产者和营销人员有义务探索新的/未充分利用的细分市场，并确定有助于购买每个已确定细分市场的现场剧院门票的各个方面。学生市场是一个细分市场，目前处于他们生活的一个阶段，他们对新体验持开放态度，与高中学习者相比，他们在花钱上有更多的自由选择。然而，学生市场并没有优先考虑现场戏剧作为他们首选的社会活动之一，而且，很少有现场戏剧作品是专门针对这个细分市场提出的。因此，本文旨在确定有助于18至24岁的南非学生购买现场剧院门票的方面。采用方便的抽样技术，从南非两所高等教育机构的学生中收集了601份问卷。结果显示了8个因素:家庭/社交、市场营销、类型和风格、制作汇编、明确内容、个人舒适度、金钱方面、休闲体验。从这些结果来看，金钱因素被认为是影响现场剧院门票购买的最重要因素。从以前的研究中，这方面也被确定，但不是最重要的方面。本研究的发现有助于学生购买行为文献的差距，更具体地说，是关于南非学生作为现场戏剧市场细分的文献。这项研究的结果将使现场戏剧生产商和营销人员创造戏剧作品，吸引和鼓励现场戏剧出席这个特定的市场。©2022。ajhtml /作者;开放获取-在线@ www.ajhtl.com

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

Identifying Aspects Contributing to Live Theatre Ticket Purchases of South African Students

The sustainability of live theatre has become a great concern for the future of the arts due to a decline in live theatre ticket sales, ageing markets, and the now more recent closures and/or limitations on theatre activities during the global COVID-19 pandemic. To ensure the future sustainability of live theatre, live theatre producers and marketers are obligated to explore new/underutilised market segments and identify the aspects that contribute to the purchasing of live theatre tickets of each identified market segment. The student market is one market segment, currently in a phase of their lives where they are open to new experiences and have more freedom of choice on what they spend their money on compared to high school learners. However, the student market segment is not prioritising live theatre as one of their preferred social activities and also, very few live theatre productions are presented specifically with this market segment in mind. This article therefore aims to identify aspects contributing to live theatre ticket purchases of South African students between the ages of 18 and 24. Using a convenient sampling technique, 601 questionnaires were collected from students enrolled at two tertiary education institutions in South Africa. The results revealed eight (8) factors: Family/Socialising, Marketing, Genre and Style, Production Compilation, Explicit Content, Personal Comfort, Monetary facets, Leisure Experience. From these results, Monetary facets was rated as the most contributing aspect to live theatre ticket purchases. From previous studies, this aspect has also been identified but not as the most contributing aspect. The findings of this study contribute to the gap in student purchase behaviour literature and more specifically, to literature pertaining to South African students as a live theatre market segment. The results of this study will enable live theatre producers and marketers to create theatre productions that attract and encourage live theatre attendance of this particular market. © 2022. AJHTL /Author(s) ;Open Access – Online @ www.ajhtl.com

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

African Journal of Hospitality, Tourism and Leisure Social Sciences-Geography, Planning and Development

CiteScore

2.70

自引率

0.00%

发文量

审稿时长

8 weeks

期刊介绍： AJHTL is a proudly African, independent, privately owned multidisciplinary peer-reviewed journal, not aligned to any institution which is published quarterly. We encourage academic debate and are fully electronic and dedicated to increasing the depth of research across a range of related disciplines with the primary objective of promoting research. New researchers are especially welcome to submit articles to us for consideration. Our articles are read by scholars, students and industry globally. Only authors may submit a paper for review and only original research is considered for publication. Articles that have been either published elsewhere or which are currently considered for publication elsewhere, must not be submitted for reviewing. A journal publication might take from about one month up to one nine months to appear. The reviewing process is competitive with less than 69% of papers considered finally being accepted for publication. Authors must be certain that their paper meets the academic standards of rigorous scholarly research. Authors must have reviewed and cited the critical and recent English references that relate to the research paper. Where other language references are used these must be translated. Articles must be English language edited by authors prior to submission to the journal.