Targeting university students in audience development strategies for opera and ballet

In this paper, an analysis of the attitudes of university students towards opera and ballet is made under the framework of audience development strategies for the performing arts. By studying the main motivations, interests, attendance, barriers and expectation, a basis for the development of an appropriate marketing strategy is provided. The most important motives of opera and ballet goers were identified as a desire to experience a live performance, particular interest in seeing a particular piece and general interest in a determined genre. Ex ante expectations related to performances are emotions, the atmosphere of the event and broadening personal scope in culture.