Purpose – The purpose of this paper is to explore the implications of a greater marketing orientation among arts organisations and its impact on funding through sponsorship. Design/methodology/approach – Utilising a qualitative methodology, the study employs case studies for the purpose of...

Purpose – The purpose of this paper is to examine the characteristics and usefulness of opinion leaders and market mavens in relation to theatre guides as a way for theatres to develop new audiences. Design/methodology/approach – Surveys and a small number of in‐depth interviews are...

Purpose – The purpose of this paper is to draw together the previous academic and industry research on non‐attendance of cultural attractions, followed by qualitative in‐depth interviews to identify commonalities or gaps in the previous research on barriers, constraints and inhibitors, as...