University of Twente Student Theses


The influencing factors on students' interest towards visiting the theatre

Damen, Lucas Ignacio (2023) The influencing factors on students' interest towards visiting the theatre.

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Abstract:Theatres within the Netherlands see an underrepresentation of students within their visitors. In order to attract students to visit theatre performances, marketing strategies may need to be adapted, or new strategies might need to be adopted in order to better represent the current values and interests of students. The purpose of this thesis is to find the influential factors on the students’ interest towards visiting the theatre, in order to in this way finding appropriate focus points for theatres to adapt their strategies accordingly to attract more students to their theatre. Through a survey consisting of 50 statements, answered on a 7-point Likert scale, data was analysed using linear regression to find influential factors on students’ interest toward visiting the theatre. The quality of the location, the atmosphere at the location, the perceived service quality, the perceived value for money, the students’ satisfaction as customers/visitors and the perceived quality of offerings at the theatre have been found to be significant predictors for the students’ interest towards visiting the theatre.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 70 social sciences in general
Programme:Business Administration MSc (60644)
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