Broadway is world-renowned for its famous musicals. Nevertheless, Broadway’s attendance has decreased for the past three years. How to explain this phenomenon and to what extent can this trend be reversed?

Broadway’s drop in attendance has long been attributed to the increase of ticket prices. However, recent surveys reveal that price isn’t the first and most important factor influencing decision making for cultural goods. People even think that Broadway ticket’s price is up to the value of the unique live show experience.

Nevertheless, audience doesn’t assess the Broadway experience solely on the artistic value of the show. Indeed, potential client considers numerous factors, such as the show awareness, the quality of the customer service, modalities of payment, parking facilities, etc. These services, called hygiene factors, influence a lot cultural consumers’ decision. Theatres could reverse the trend by improving the whole client experience and keep the Broadway dream alive.

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