Audience Development of University Student：Market Segmentation and Constraints to Performing Art Attendance

• Main Authors: Jo-Lin Yang, 楊若琳
• Other Authors: 劉蕙苓
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/24mcn2

碩士 === 國立臺北藝術大學 === 藝術行政與管理研究所 === 104 === Audience development has become highly valued in the administration of arts organizations. In order to enrich the benefit of audience development in the future, lots of performing arts groups make efforts to reach student audience, develop arts activities to meet their needs. From intention to action, the consumer may suffer many different levels of constraint. By knowing the mental condition and non-attending factors of student audience and lowering the barriers to arts participation, arts administrator can reach a more specific target among marketing and also enhance the achievement of arts education. The aim of this study is attempt to create a segmentation of the university arts audience market, and probe into the constraints to performing arts attendance. This research focuses on day division students of universities in Taiwan. Studying involvement and behaviors in performing arts of university students by questionnaire investigation, and then take these two factors as variables to segment the university arts audience market. The three discrete models of leisure constraints (Crawford & Godbey, 1987) is employed in this research to find out the constraints of each segments. According to the result, university student audience were segmented into four distinct groups, showing differences in performing arts involvement, behavior and demographic. Furthermore, the main constraint to performing arts attending of university student is structural constraint. There are also different constraints between four segments. This study describes the property of four different types, and suggests marketing strategies for reaching each groups of audience.