The increase in value of the theatre performances in some Latium provinces

Margherita Miali and Pasquale Scandizzo

Economia della Cultura, 2012, issue 2, 205-218

Abstract: This article is aimed to investigate the user willingness to pay and itscapability of contributing a theatre company to reach the economic balance.To that end we carried out a sample survey submitting a questionnairestructured in two sections and with about fifty questions to 1200 persons.The questions were studied to get information useful to appreciate not justthe economic value of the performance as a good, but also the users preferencesand uses. A particular attention was paid to the state of uncertaintyabout the performance quality expected by the spectator and about therelative option value associated to the use value of the purchased ticket. Arelevant result of the analysis, even in order to a price discriminationpolicy, is to observe that this option value is equal to a different willingnessto pay according to the information implicit or explicit the spectator has.

Keywords: performance; sample survey; willingness to pay; option value; price discrimination (search for similar items in EconPapers)
Date: 2012
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