Marketing cultural attractions : understanding non-attendance and visitation barriers
Data(s) |
01/01/2009
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Resumo |
<b>Purpose –</b> The purpose of this paper is to draw together the previous academic and industry research on non-attendance of cultural attractions, followed by qualitative in-depth interviews to identify commonalities or gaps in the previous research on barriers, constraints and inhibitors, as well as to propose linkages between these.<br /><b><br />Design/methodology/approach –</b> 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.<br /><br /><b>Findings –</b> From the literature, eight interconnected barriers to visitation are identified: physical access; personal access; cost; time and timing; product; personal interest and peer group; socialisation and understanding; and information. The in-depth interviews generally support these, although it is also identified that there are complex interrelationships between the issues.<br /><br /><b>Originality/value –</b> 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.<br /> |
Identificador | |
Idioma(s) |
eng |
Publicador |
Emerald Group Publishing |
Relação |
http://dro.deakin.edu.au/eserv/DU:30020154/kay-marketingcultural-2009.pdf http://dro.deakin.edu.au/eserv/DU:30020154/polonksy-marketingcultural-post-2009.pdf http://dx.doi.org/10.1108/02634500910988717 |
Direitos |
2009, Emerald Group Publishing |
Palavras-Chave | #arts #interviews #marketing strategy #perception #tourism development |
Tipo |
Journal Article |