Is the Growing Popularity of Opera in Britain Just Another 90s Media Myth? Market Research Provides the Answer

Peter Hodgson

Presents survey research data from Travel and Tourism Research/Leisure & Arts Research into attitudes to opera going in Britain.
  

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...

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