The impact of the European Capital of Culture program on the classical music industry presented through Mons2015, LW2018, and VEB2023

Gáll Isis (2023) The impact of the European Capital of Culture program on the classical music industry presented through Mons2015, LW2018, and VEB2023. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

I chose to write about cultural marketing, specifically the marketing of classical music events because I am interested in both contemporary and classical music. I have a degree in classical music and wish to coordinate concerts and cultural events in this field.In this study, I examined how a major event such as the European Capital of Culture could help revive the enthusiasm of individuals who may not be interested in this form of art. I conducted interviews with musicians and cultural managers, including Jean-Paul Dessy, the classical music program manager for Mons2015, Margot Hoiting, the founder and cultural manager of CityProms, the largest classical music festival in North Holland, Pál Vikman, the classical music program manager for VEB2023, and Domonkos Hartmann, a young cello prodigy.My research concentrates on cultural marketing, which is the application of marketing strategies and techniques to promote cultural events, goods, and services. In contrast to conventional marketing, it emphasizes cultural experiences and products. Understanding consumer-customer behavior is essential to achieving customer satisfaction. Diverse concertgoers are drawn to classical music, but five groups stand out: music lovers, senior adults, academics and intellectuals, music students and professionals, and culturally diverse communities. Understanding these profiles could help in predicting future behavioral changes.My objective was to determine what innovative marketing strategies were used to promote classical music in Mons and Leeuwarden, how successful they were, and what impact the European Capital of Culture title and funds had on this industry over time. I then attempted to predict the musical scene in Veszprém following the ECoC year. My research demonstrates that, if executed properly, community outreach and involvement can be an effective marketing strategy, whereas conventional marketing techniques are only effective in promoting classical music if the target audience is educated.My recommendation to the next city intending to propose is to involve its residents in cultural activities as early as feasible and to designate them duties they will enjoy and learn from so that they will feel successful and motivated to continue participating in cultural initiatives in the future. This may ensure that future cultural events in the city will attract a larger audience.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	classical music, cultural economics, cultural marketing, European Capital of Culture, marketing in a cultural sphere
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2023. Aug. 03. 16:33
Utolsó módosítás:	2023. Aug. 03. 16:33

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