This qualitative research explores and seeks to explain a relatively novel topic in event studies: attendees’ experiences in attending musical theatre and repeating their attendance at the same musical theatre. The researcher has drawn from a great number of researchers and concepts in order to unravel the complexities behind the relationship between attendees and musical theatre. Primarily, the researcher has drawn on the work of Russel and Levy (2012) who have investigated the reconsumption of hedonic experiences, which are experiences that are emotionally and subjectively sought to be consumed. This is in relation with the early study on hedonic consumption by Hirschman and Holbrook (1982). This research is also tightly linked with the concept of familiarity in tourism studies developed by Clarke and Bowen (2018). Furthermore, musical theatre is part of the broader field of performing arts which has received some attention from a number of researchers, such as Hume et al. (2007) who have highlighted the importance of emotions in the reconsumption of performing arts experiences. McCarthy and Jinnett (2001) in particular have explored the decision-making process of participating in the arts, which identifies the intention to repeat the experience and the importance of motivational drivers. The researcher used the qualitative method of interviewing to demonstrates that attendees seek escapism, entertainment and novelty in a musical theatre experience. In fact, each reexperience of the same musical theatre is filled with unexpected elements and new discoveries. Additionally, this research investigates the influence of satisfaction on the reconsumption of musicals and has come to the conclusion that it is a multi-dimensional concept that depends on the emotional, functional and/or technical qualities of the musical theatre experience being positively and subjectively evaluated by each attendee.
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Handrieu, Fanny
Rights Holders: Handrieu, Fanny
Oxford Brookes Business School
MSc International Events Management
2019
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