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Motives of circus attendees in South Africa : The case of Cirque du Soleil Dralion

Auteurs : Kruger, M. (Auteur) ; Saayman, M. (Auteur)

Date de publication : 2015

Langue : Anglais

Description : Southern African Business Review vol.19 n° 2, p.51-73

Sujets :
Cirque du Soleil [compagnie de cirque]
Dralion [spectacle de cirque]
Arts du cirque - Critiques et interprétations
Arts du cirque - Afrique du Sud

Résumé :
The purpose of this research was to determine the motives of attendees to Cirque du Soleil’s Dralion production in a developing country. The results revealed five key motives, namely uniqueness, enchantment and aesthetics, fun and entertainment, socialisation and social status and act affiliation. Clustering based on these motives revealed three distinct clusters namely Enthusiasts, Novices and Observers. These clusters show that attendees are not homogeneous in terms of their socio-demographic and behavioural profiles. While the Enthusiasts and Observers displayed similar characteristics to other clusters found in previous research, this research made a clear contribution in identifying Novices as a new emerging segment and suggesting the implications of retaining and expanding this market. The findings of this research can greatly assist marketers of these types of production to expand interest in the arts and increase accessibility to a larger audience [author summary]

Localisation : Dossiers documentaires

Cote : CIRQ-221-SOL

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