Is the Growing Popularity of Opera in Britain Just Another Nineties Media Myth? Market Research Provides the Answer
Peter Hodgson Travel and Tourism Research/Leisure & Arts Research
BACKGROUND
In the introduction to a paper given at a 1990 Symposium on research and marketing for the arts in Florence, I wrote: 'In recent years British opera companies have been obliged by government policies to consider how to market themselves more effectively, but market research techniques are currently under-utilised' (Hodgson 1990). Two years on, that observation probably still holds true and this is likely to continue to be the...