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Marketing cultural attractions : understanding non-attendance and visitation barriers Kay, Pandora L., Wong, Emma and Polonsky, Michael 2009, Marketing cultural attractions : understanding non-attendance and visitation barriers, Marketing intelligence and planning, vol. 27, no. 6, pp. 833-854. Attached Files Name Description MIMEType Size Downloads polonksy-marketingcultural-post-2009.pdf Author's post print application/pdf 1.36MB 29 Title Marketing cultural attractions : understanding non-attendance and visitation barriers Author(s) Kay, Pandora L. Wong, Emma Polonsky, Michael Journal name Marketing intelligence and planning Volume number 27 Issue number 6 Start page 833 End page 854 Publisher Emerald Group Publishing Place of publication Bingley, England Publication date 2009 ISSN 0263-4503 1758-8049 Keyword(s) arts interviews marketing strategy perception tourism development Summary Purpose – 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. Design/methodology/approach – 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. Findings – 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. Originality/value – 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. Notes Reproduced with the kind permission of the copyright owner. Language eng Field of Research 150599 Marketing not elsewhere classified HERDC Research category C1 Refereed article in a scholarly journal HERDC collection year 2009 Copyright notice ©2009, Emerald Group Publishing Persistent URL http://hdl.handle.net/10536/DRO/DU:30020154 Document type: Journal Article Collections: School of Management and Marketing Higher Education Research Group Open Access Collection Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au. Versions Version Filter Type Wed, 30 Sep 2009, 13:24:59 EST Wed, 07 Oct 2009, 13:04:15 EST Wed, 07 Oct 2009, 13:05:28 EST Fri, 18 Dec 2009, 13:32:26 EST Tue, 01 Nov 2011, 09:31:40 EST Tue, 01 Nov 2011, 09:33:21 EST Wed, 15 Feb 2012, 14:06:27 EST Mon, 09 Jul 2012, 15:07:25 EST Filtered Full Access Statistics: 387 Abstract Views, 31 File Downloads  -  Detailed Statistics Created: Wed, 30 Sep 2009, 13:24:59 EST

Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.