Abstract
Fine arts education constitutes an important value for the development of nations, countries and geographies. In literature it is seen that societies and nations that give importance to fine arts, other art forms with respective education programs and agendas seem to be more developed in the fierce competitive environments. It is a known fact that art forms enhance the creativity of individuals as well as developing questioning skills and empathy. Therefore cultural plans, programs and agendas handled in the cultural ministry or similar levels should always be considered as a chance for investments made for the development of individuals and society at large. Therefore enough budgets for cultural programs should be maintained. Academic and pre-university degree art programs should be designed and formed in response to the changes and developments in the contemporary art world. Graduates should also be prepared in these programs to the career paths that they want to follow in these areas. Understanding the domain of art marketing as well as implementing marketing strategies, plans, programs in every level in this context can be helpful in enlarging the arts market which means creating more jobs and employment opportunities for more actors and actresses. Qualification of these talents should also be supported with academical or nonacademical artistic education forms. In this study theatres located in Istanbul Municipality and theatre participation behavior has been analyzed with recent machine learning trends and approaches available in data mining literature with the aim of enhancing exploratory and confirmatory understanding in such domains as theater, entertainment and art marketing with the aim of providing some insights and ideas to the arts community, leaders and society at large.
Highlights
Marketing science has been in the focus of many businesses, industries and sectors for many decades. In this context, marketing scholars and practioners have long worked on building good relationships with the customers applying contemporary, state of the art customer centric marketing approaches
In this study some of the factors associated with the theaters which has known to be one of the most influential forms of arts in human history. In this context theatres located in Istanbul Municipality and theatre participation behavior has been analyzed with recent machine learning trends
In the cluster analysis Adult, Foreign play category, 21.34 audience number, low interest value, Sultangazi Theatre with “Uzlaşma” play are positioned in the first cluster, Musical, Foreign play category, 118.17 audience number, low interest value, Harbiye with “Bak Bizim Şarkımızı Çalıyorlar” play are positioned in the second cluster, Adult, Domestic play category, 62.91 audience number, low interest value, Üsküdar Theatre with “Kahvede Şenlik” play are positioned in the third cluster, Adult, Foreign play category, 154.69 audience number, low interest value, Ümraniye Theatre with “Nora Bir Bebek Evi” play are positioned in the fourth cluster
Summary
Marketing science has been in the focus of many businesses, industries and sectors for many decades. On the other hand an error function indicates the deviation of an actual value from its prediction for the instance In this context employing the combination of supervised and unsupervised machine learning techniques can be used as an effective and efficient approach in understanding some of the macro and micro variables associated with theatre and art participation in different geographies. Understanding these factors would be helpful in formulating influential marketing strategies, plans, programs which may have a positive impact on brand equity, brand image, customer sales, customer retention customer satisfaction, customer lifetime value and building long term profitable relationships with the customer. With the help of effective and state of the art legislative reforms and actions freedoms of the artists, art lovers and art community can be preserved while preventing barriers for art lovers, art and theatre participation behavior [46,47,48,49,50,51]
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