Abstract
ABSTRACT Programming is the core activity for theatre managers. Research into this topic still presents a lack of empirical studies nowadays. To fill this gap the authors undertake a survey focused on performing arts organisations in Spain. Hirschmann's (1983) model for the artistic production process is considered to state the research questions. The research methodology comprises both qualitative and quantitative techniques. A questionnaire was designed after reviewing previous studies in this field and with primary information obtained from in-depth interviews with performing arts managers. A battery of 28 items relating programming was included in the questionnaire. The audience profile is considered as a key factor for programming. However, Spanish theatres are more product oriented than audience oriented in general terms, reflecting a slight adoption of marketing principles and techniques in this context.
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