Information source usage and enthusiasm in opera : a comparative study

The research reported in this paper investigated the relationship between information usage and individual ticket-purchasing activity of Opera Australia customers in relation to specific Opera Australia products, namely, operetta and opera. The results provide some support for the notion that consumers of operetta and opera can be distinguished on the basis of their different behaviour in some areas. However, there is substantial “crossing-over” or inconsistency in the data. Longevity of association with the art-form, and purchasing tickets to both types of productions, tended to be related to increased reliance on information sources closer to Opera Australia.