Market Research into Ticket Sales for Entertainment Events  in Russia

Daria Alexandrovna Samylina; Polina Nikolaevna Ashina; Anastasia Sergeevna Loginova; Alexei Alexandrovich Samokhin

Daria Alexandrovna Samylina National Research University Higher School of Economics https://orcid.org/0000-0003-1868-6074
Polina Nikolaevna Ashina National Research University Higher School of Economics
Anastasia Sergeevna Loginova National Research University Higher School of Economics
Alexei Alexandrovich Samokhin National Research University Higher School of Economics

Keywords: event marketing, culture, event management, marketing, ticket market, technology

Abstract

The article describes research into the Russian entertainment ticketing market. The aim of this work is to identify the most effective methods of events promotion that affect demand and the decision to purchase tickets for a particular type of open event. The study is based on 10 in-depth interviews with experts on the events industry and an online survey of 290 respondents of different age groups, conducted to identify consumer preferences for method of ticket purchase for entertainment events, the main sources of information about events of interest and their attitude to advertising of these events. On the basis of an analysis of consumer preferences, the experience of the target audience of various events and the expert opinions of event managers, the authors made conclusions regarding the effectiveness of various methods to promote entertainment in online and offline formats among visitors of different ages. In addition, a tendency towards a complete transition of the Russian ticketing market to the Internet was forecast.

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Author Biographies

Daria Alexandrovna Samylina, National Research University Higher School of Economics

Assistant

Polina Nikolaevna Ashina, National Research University Higher School of Economics

Student of the 'Mathematics' Bachelor’s Programme

Anastasia Sergeevna Loginova, National Research University Higher School of Economics

Student of the 'Mathematics' Bachelor’s Programme

Alexei Alexandrovich Samokhin, National Research University Higher School of Economics

Student of the 'Mathematics' Bachelor’s Programme

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