...) on the audience’s buying intentions, as well as the impact of their buying intentions on word of mouth (WOM). In addition, the intention is to explore the relationship between the preference and frequency of people’s cultural event attendance with their buying intention and the relationship between people...

... to group subjects into homogenous segments for subsequent comparison along variables, including demographic and marketing mix elements. Findings – The authors find six key motivating factors influencing the attendance of performing arts events: personal; promotional; product; distribution; economic...