The impact of a change in ticket price on the demand for university live theatre
An illustrative case study of the Young Directors' season at Rhodes University
Bibliographic Data
| ID | 14960993 |
|---|---|
| Authors | Jen Snowball (0000-0001-7497-6653, Rhodes University, corresponding author), J D Snowball |
| Year | 2008 |
| Volume | 22 |
| Issue | 1 |
| Pages | 119-129 |
| Publication date | 2008-01-01 |
| Open Access | No |
| Type | ARTICLE |
| Venue | South African Theatre Journal (JOURNAL) |
| Journal identifiers | ISSN: 1013-7548 • E-ISSN: 2163-7660 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/10137548.2008.9687887 |
| OpenAlex | W2088393253 |
| Language | EN |
| References cited | 4 |
This article examines the effects of an increase in the price of tickets at the Rhodes University Theatre on both students and others who attended the Young Directors' Season over a two-year period. Contrary to what most of the literature suggests, students were not found to have a very great responsiveness to a change in price (price inelastic demand) compared to others who attended. In this case, a rise in ticket price actually increased box office revenue. It is suggested that the greater level of information about the productions available to students reduced the various risks associated with the consumption of cultural products and overshadowed the effect of price
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| Highly cited | No |
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