In times of crises, some cultural institutions in Croatia have experienced difficulties attracting an audience, which drove them to try out creative and unconventional forms of promotion. Promotion is one of the most popular, widespread and influential parts of marketing. Promotion is also of major ...

Aim: This mixed-methods exploratory study investigates the perceived health benefits of singing in a choir from an international sample of choristers. Method: An online questionnaire including demographic information, 28 quantitative statements and two qualitative questions relating to the...

Dancing and music as regular recreation is insufficiently implemented in practice. Many research in recent years indicate that dance, as a form of recreation, is at the top of the interest of the female population. Generally it was also revealed, that interest of women to regular forms of...

Cultural institutions, specifically theatres, which are the main focus of this research paper, are struggling to find the best way to approach and attract the audience, in particular the young audience (in this case Generation Y). The authors of the paper believe that unconventional marketing has...

Purpose: The purpose of this research is to explore the factors that influence the future behaviour of theatre audience. The authors hypothesized that the audience engagement could be the key factor and the answer to the question: What makes the theatre audience return? Methodology: The research...

The concept of concert management in the Republic of Croatia encounters numerous obstacles in any attempt to institutionalize it. Unlike other countries in the European Union, there is no register of the concert stages, venues as well as facilities for the provision of hearing/consumption of music...

Purpose - This paper aims to address and analyze the role which special event (more specifically "The Night of Museums") has in promoting and increasing museum visitation, and consequently in changing attitude towards museums among visitors. This is especially challenging in Eastern European...

Purpose - The creative industries comprise various subsectors distinct in terms of business models, profit orientation and growth prospects. Due to the heterogeneous nature of the industries, measuring and analysing the sub-sectors is difficult. To understand the specific subsectors and highlight...

Dance is often stereotypically categorized as "women's" sports' activity and as such, dance is not a favorite sports' activity among men. In regards to various transformational, educational and nurturing benefits that dance enables, the dance attitude of students of the Faculty of Kinesiology was...

Purpose - Creative economy leverages creativity, technology, culture and innovation in fostering inclusive and sustained economic growth and development (UNCTAD, 2015). The relationship between film as a part of creative economy and tourism industry, recently coined to a new phenomenon named film...