Understanding cultural activity involvement of loyalty segments in the performing arts

Abstract

Purpose

The purpose of this paper is to describe and understand dimensions of cultural activity involvement and the relationship between cultural activity involvement and behavioural loyalty.

Design/methodology/approach

Semi-structured in-depth interviews with 47 customers of a theatre were held.

Findings

The study shows that the concept of cultural activity involvement consists of six dimensions: attraction, centrality, self-expression, social bonding, cultural transmission and financial contribution. Three customer segments are taken into consideration according behavioural loyalty levels: incidental spectators, interested participants and the core audience. There are large differences between the three customer segments regarding cultural activity involvement.

Research limitations/implications

Introspection might have decreased the reliability. As the study is a case study, problems with external validity are recognised.

Practical implications

Given the decline of subsidies in the arts world, it becomes more important to attract more visitors and to increase spending. Performing arts organisations might attract more visitors in case they provide additional services which enable cultural transmission. Moreover, the study shows that certain visitors are willing to contribute additional money to the arts.

Originality/value

Current studies about leisure involvement focus on recreation and distinguish four dimensions of involvement. This study focuses on cultural activity involvement and explores these four dimensions, but also shows there are two new dimensions. This study contributes to a further understanding of the relationship between cultural activity involvement and behavioural loyalty.

Citation

Rooij, P.d. (2015), "Understanding cultural activity involvement of loyalty segments in the performing arts", International Journal of Culture, Tourism and Hospitality Research, Vol. 9 No. 2, pp. 103-116. https://doi.org/10.1108/IJCTHR-07-2013-0043