An evening at the theatre: Using choice experiments to model preferences for theatres and theatrical productions

José M. Grisolía; K. G. Willis

doi:10.1080/00036841003742637

An evening at the theatre: Using choice experiments to model preferences for theatres and theatrical productions

José M. Grisolía, K. G. Willis

Research output: Journal Publication › Article › peer-review

27 Citations (Scopus)

Abstract

This article examines people's preferences and demand for live theatre. It investigates the preferences for people attending a regional theatre, Northern Stage in Newcastle, in relation to other live theatres they could attend, and in relation to the attributes of theatrical productions and ticket price. It uses a Stated Preference (SP), discrete choice experiment, to assess people's utility and Willingness To Pay (WTP) for the different attributes of theatrical productions. The model assesses the effect of the attributes of plays on choice; and the impact of Socio-Economic (SE) and demographic variables on choice and demand. Results reveal the heterogeneity of theatregoers' tastes for different types of plays and ticket prices. The models reveal the significance of 'reviews' and 'Word Of Mouth' (WOM) opinions on plays, as the most important variables determining choice.

Original language	English
Pages (from-to)	3987-3998
Number of pages	12
Journal	Applied Economics
Volume	43
Issue number	27
DOIs	https://doi.org/10.1080/00036841003742637
Publication status	Published - Nov 2011
Externally published	Yes

ASJC Scopus subject areas

Economics and Econometrics

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10.1080/00036841003742637

Cite this

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title = "An evening at the theatre: Using choice experiments to model preferences for theatres and theatrical productions",

abstract = "This article examines people's preferences and demand for live theatre. It investigates the preferences for people attending a regional theatre, Northern Stage in Newcastle, in relation to other live theatres they could attend, and in relation to the attributes of theatrical productions and ticket price. It uses a Stated Preference (SP), discrete choice experiment, to assess people's utility and Willingness To Pay (WTP) for the different attributes of theatrical productions. The model assesses the effect of the attributes of plays on choice; and the impact of Socio-Economic (SE) and demographic variables on choice and demand. Results reveal the heterogeneity of theatregoers' tastes for different types of plays and ticket prices. The models reveal the significance of 'reviews' and 'Word Of Mouth' (WOM) opinions on plays, as the most important variables determining choice.",

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note = "Funding Information: The authors gratefully acknowledge research funding for this study from the Arts and Humanities Research Council (AHRC) and Arts Council England (ACE), under their Fellowship on the economic impact of arts and humanities. The authors also wish to thank Northern Stage for permitting visitor surveys to be undertaken at its theatre during 2008 and 2009; and John Rose at the University of Sydney for advice on the experimental design for the study.",

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AU - Willis, K. G.

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An evening at the theatre: Using choice experiments to model preferences for theatres and theatrical productions

Abstract

ASJC Scopus subject areas

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