Understanding value creation and word-of-mouth behaviour at cultural events
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Despite its undoubted importance to policy makers and practitioners, cultural value remains a highly contested concept. Empirical work in the area has, meanwhile, been hampered by the use of a unidimensional framework of cultural value. The understanding of word-of-mouth (WOM) communication behaviour related to cultural values has consequently been limited. The purpose of this paper is to develop cultural value segments using a multidimensional value framework to enable a profile to be developed of the WOM behaviour (both online and offline) of each segment. A typology with four distinct segments of cultural consumer, each exhibiting different combinations of cultural values and of WOM communication preferences. The study thereby challenges the orthodoxy of value creation and transmission in cultural settings. Practical recommendations include the use of market segmentation based on multidimensional value ‘constellations’: not only to achieve better audience development but also to encourage wider value communication through word of mouth.
Dowell , D , Garrod , B & Turner , J 2019 , ' Understanding value creation and word-of-mouth behaviour at cultural events ' , The Service Industries Journal , vol. 39 , no. 7-8 , pp. 498-518 . https://doi.org/10.1080/02642069.2019.1568997
The Service Industries Journal
Copyright © 2019, Taylor & Francis. This work is made available online in accordance with the publisher’s policies. This is the author created, accepted version manuscript following peer review and may differ slightly from the final published version. The final published version of this work is available at https://doi.org/10.1080/02642069.2019.1568997
DescriptionThis work was supported by Arts and Humanities Research Council: [Grant Number AH/L00495X/1].
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