L’orientamento al marketing dei teatri lirici italiani: un’indagine esplorativa sugli spettatori del Rossini Opera Festival
Journal title ECONOMIA E DIRITTO DEL TERZIARIO
Author/s Emanuela Conti
Publishing Year 2011 Issue 2011/1 Language Italian
Pages 32 P. 133-164 File size 547 KB
DOI 10.3280/ED2011-001007
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Nowdays theaters, like enterprises, should have a marketing approach to reach successfully their users. In this paper we argue that the definition of cultural marketing by Colbert (2000) together with the concept of artistic "product" as an "offer system" is a good theoretical framework to analyse and suggest how to improve the marketing orientation of the Italian lyric theaters. As in the profit sectors, lyric "product" should be developed for specific target-groups of visitors with appropriate price, communication and distribution policies. To validate the conceptual framework an exploratory survey was carried out on visitors of Rossini Opera Festival (ROF) in Pesaro, who have been asked to express opinions and suggest how to improve the marketing activities of our theaters and of the ROF. The empiric research has highlighted the weaknesses of most of our lyric theaters to approach the market, in particular little attention to variable components of the "offer system" (especially art direction, listening guides and bookshops), the lack of differentiated pricing strategies for different segments of users and a low use of Internet and television to communicate the opera.
- Gli ostacoli alla fruizione del melodramma e le potenzialità delle "esperienze liriche": un'indagine esplorativa realizzata a Pesaro sui giovani potenziali fruitori con un elevato livello di istruzione Emanuela Conti, in ECONOMIA E DIRITTO DEL TERZIARIO 3/2014 pp.437
DOI: 10.3280/ED2013-003006 - Il lavoro dello spettatore dal vivo: capitale culturale ed esperienza. Il caso del pubblico del Rossini Opera Festival Laura Gemini, Roberta Bartoletti, Stefano Brilli, in SOCIOLOGIA DELLA COMUNICAZIONE 56/2018 pp.43
DOI: 10.3280/SC2018-056004
Emanuela Conti, L’orientamento al marketing dei teatri lirici italiani: un’indagine esplorativa sugli spettatori del Rossini Opera Festival in "ECONOMIA E DIRITTO DEL TERZIARIO " 1/2011, pp 133-164, DOI: 10.3280/ED2011-001007