Seminar Yacine Ouazzani

Yacine Ouazzani (University of Burgundy) will present his paper “Opera streaming: perceived value as an explanatory factor for loyalty and intention to attend an opera in an opera house” (joint with Haydeé Calderón-García & Berta Tubillejas-Andrés, University of Valencia).

The invited speaker is interested in a tenure-track job in the department (Area: Marketing).

Abstract

Online streaming has become more widespread in the opera sector as in other performing arts. This broadcasting technique can help opera houses reach a wider audience and achieve greater loyalty from lovers of the genre. Moreover, streaming could encourage patrons to attend an opera performance in an opera house. This piece of research, which can be used as a reference for other performing arts, analyses the links between the value sources of the streamed opera consumption experience, loyalty, and intentions to attend an opera in an opera house. Our results show that hedonic, epistemic, and functional values have a significant impact on loyalty but through differing behavioural intentions. Nonetheless, epistemic value is the only value that influences viewers’ intention to visit an opera house.