Questions & Research

Research Objectives: To investigate the reasons why the young audiences (16 to 24 years) would like to attend the same festival many times, but others do not.

Research Questions:
1.Why do the young audiences attend the Brighton Festival?
2.How to provide a sustainable audience for future?
3.What is the impact on Arts Festival

Literature Sources Searched:
Kolb, B. M. (2005) Marketing for Cultural Organisations, Thomson
Hoyle, L. H. (2002) Event Marketing, John Wiley & Sons, INC
Kerrigan, F., Fraser, P. and Özbilgin, M. (2004), Arts Marketing, Elsevier
Hayes, D. and Slater, A. (2002), ‘“Rethinking the missionary position”- the quest for sustainable audience development strategies’, Managing Leisure 7, pp. 1-17
Kawashima, N. (2006), ‘Audience Development and Social Inclusion in Britain’, International Journal of Cultural Policy, vol.12, no.1, pp.55-72
Barlow, M. and Shibli, S. (2007), ‘Audience Development in the Arts: A case study of chamber music’, Managing Leisure, vol.12, no.2, pp.102-119
Taylor, P., Owen, E., Bell, H. and Withnall, S. (2001), ‘Increasing young people’s attendances at the theatre: a case study in Sheffield, UK ’, Managing Leisure 6, pp.141-153
Rose, C. (2003), Developing Young Audiences, in Arts Professional, 25th August 2003, p.16

Which research approach and methodologies are you likely to use and why?
1.Research the Brighton Festival
2.Focus on young audiences (the age of 16-24)
3.Make a questionnaire and collect data of audiences
4.Attend the Brighton Festival

Why?
The young audiences in 16 to 24 age bracket are almost students whose opinions change much quicker than other age’s people. Owing to they do not have much money; they will choose programmes cheaper and interesting. If the festival is not interesting or special, young audiences will not attend again. In addition, if young audiences can always attend the festival, after few years, maybe they will bring their children to attend the festival. Therefore, the festival can always be held.