Abstract
Apart from aspects such as the market orientation or the artistic vision, one possible element that should be taken into consideration when defining performing arts institutions’ marketing is its symbolic value. In this paper we are presenting the case study of the Czech National Theater, which has had a special position within the Czech national history. We have conducted in-depth interviews and ZMET interviews to explore the meaning the theater holds for Czech consumers. We draw on the notions of the extended self and collective memory to show how through particular rituals the experience of attending artistic performance can form a part of the consumers’ collective sense of self. We consider the implications for performing arts institutions’ marketing.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Periodica Polytechnica Social and Management Sciences
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
