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Information source usage and enthusiasm in opera : a comparative study

conference contribution
posted on 2008-01-01, 00:00 authored by B Higgs, Robin Shaw
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.

History

Event

Australian and New Zealand Marketing Academy Conference (2008 : Sydney, N.S.W.)

Pagination

1 - 7

Publisher

Promaco Conventions

Location

Olympic Park, Sydney, N.S.W.

Place of publication

Canning Bridge, W.A.

Start date

2008-12-01

End date

2008-12-03

ISBN-13

9781863081443

ISBN-10

1863081445

Language

eng

Publication classification

E1 Full written paper - refereed

Copyright notice

2008, ANZMAC

Editor/Contributor(s)

D Spanjaard, S Denize, N Sharma

Title of proceedings

ANZMAC 2008 : Australian and New Zealand Marketing Academy Conference 2008 : Marketing : shifting the focus from mainstream to offbeat

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