Evaluating Dance Consumption through the Experiential Value Approach

Abstract

Purpose-The experiential paradigm has been confi rmed as a valuable means to explore and understand people's consumption of cultural services, thus drawing an increasing interest in the marketing and consumer behavior literature. In this context, consumers' behavioral decisions are considered not as merely functional but also strongly infl uenced by emotional dimensions and intrinsic aspects. As consumption of arts is strongly associated with feelings, the experiential approach is a valuable lens for exploring and understanding individuals who consume cultural services. This paper therefore adopts the experiential approach to assess dance as a consumption experience, which is meant to be inter-subjective, i.e. diff erent by demographic profi les. In particular, it analyzes the habits (frequency of attendance, sources of information, motives, and barriers) and attitudes (perceived value and intention) of people towards dance shows, considering diff erent demographic profi les of respondents.

Event tourist experience value: multi-item scale development and validation

“…Zeithaml (1988) reports that value is the total evaluation of the usefulness of a product based on the perception of what is obtained and what is afforded. This is the most commonly accepted definition of consumer value (Cuadrado et al , 2018).…”