Opera streaming: perceived value as an explanatory factor for loyalty and intention to attend an opera in an opera house

ABSTRACT

Online streaming has become more widespread in the opera sector as in other performing arts. This broadcasting technique can help opera houses reach a wider audience and achieve greater loyalty from lovers of the genre. Moreover, streaming could encourage patrons to attend an opera performance in an opera house. This piece of research, which can be used as a reference for other performing arts, analyses the links between the value sources of the streamed opera consumption experience, loyalty, and intentions to attend an opera in an opera house. Our results show that hedonic, epistemic, and functional values have a significant impact on loyalty but through differing behavioural intentions. Nonetheless, epistemic value is the only value that influences viewers’ intention to visit an opera house.

KEYWORDS:

• Experience
• perceived value
• loyalty
• opera
• streaming

Disclosure statement

No potential conflict of interest was reported by the author(s).

Correction Statement

This article has been corrected with minor changes. These changes do not impact the academic content of the article.

Notes

1. https://operavision.eu.

2. www.staatsoperlive.com/.

Staatsoperlive.com has become play.wiener-staatsoper.at. It broadcasts some major performances of the Vienna State Opera live for free during the performance season.

3. https://operavision.eu.

Additional information

Funding

This research was supported by the Customer Experience Chair (Strasbourg School of Management), the LUE (Lorraine University of Excellence), the Funding of Consolidated Research Teams of the Regional Ministry of Innovation, Universities, Science and Digital Society [AICO2021/144/GVA] and the Funding of Special Research Actions of the University of Valencia [UV-INV-AE-1553911].

Notes on contributors

Yacine Ouazzani

Yacine Ouazzani is an Assistant Professor in Marketing and Market Research (TBS Education, Toulouse, France). Passionate about opera, he holds a PhD in marketing from the University of Lorraine, as well as two Masters of Sciences, one from Centrale Lyon Engineering School and the other from HEC Paris. He has held various marketing responsibilities in major international companies and as an independent consultant. His research focuses on perceived value, consumer experience, streaming, digital, social business, cultural marketing, new modes of consumption of cultural products, and opera. He has been a visiting researcher at the University of Valencia (Spain) in the Marketing and Market Research Department since October 2018 and is a member of TREND(S) Chair at University of Lille (France).

Haydeé Calderón-García

Haydee Calderón-García is a Full Professor in Marketing and Market Research (University of Valencia, School of Economics, Spain), as well as a researcher at the Institute for International Economics (University of Valencia). As a research visitor, she has been at European (i.e. Sorbonne Nouvelle in Paris or Regents Business School in London) and Latin American universities. Her interests include international marketing, services marketing and brand strategy. She has published several papers in international journals such as Journal of Non-Profit and Public Sector Marketing, Annals of Tourism Research, European Journal of International Management, International Journal of Retail & Distribution Management, and International Business Review.

Berta Tubillejas-Andrés

Berta Tubillejas-Andrés is an Associate Lecturer in Marketing and Market Research (University of Valencia, School of Economics, Spain). She holds a PhD in Marketing, as well as a Master’s Degree in Cultural Services Management. Apart from that, she works at the management department of the Foundation “Palau de les Arts, Reina Sofía” (Valencia, Spain). Her research focuses on international, services and cultural marketing. She is interested in performing arts, especially classical music and opera; she is a pianist. She has published in Tourism Management Perspectives, European Business Review, Journal of Service Theory and Practice, International Review on Public and Nonprofit Marketing and Nonprofit and Voluntary Sector Quarterly, among others.