Perceived Value of the Opera Experience in the Real and Virtual Spheres: Dimensions That Make the Difference

(En anglais seulement)

Yacine Ouazzani, Haydeé Calderón-García, Berta Tubillejas-Andrés, Amparo Cervera-Taulet

Yacine Ouazzani is an assistant professor in Marketing and Market Research at TBS Education (Toulouse, France).
Haydeé Calderón-García is a full professor in Marketing and Market Research at the School of Economics of the University of Valencia (Spain).
Berta Tubillejas-Andrés is an associate lecturer in Marketing and Market Research at the School of Economics of the University of Valencia (Spain).
Amparo Cervera-Taulet is a full professor in Marketing and Market Research at the School of Economics of the University of Valencia (Spain).

ABSTRACT
Streaming poses a great challenge to opera managers, who are increasingly wondering whether it is relevant to develop this recent broadcast mode. This channel can help them renew and broaden their audiences, but it raises many questions, among which the ability of streaming to preserve the key elements of the ‘in situ’ experience. Opera houses therefore need to understand the nature of the dimensions of perceived value in both channels and their differences. Through a qualitative approach, based on the analysis of introspective reports of opera experiences, eight in opera houses and eight in streaming, we compared ‘in situ’ and online experiences and their impact on the effectiveness of streaming for opera houses. We identified five dimensions (affective, aesthetic, functional, epistemic, social), stable between the two universes, within which we found numerous similarities but also significant differences. The results prompt opera houses to rethink their strategies for the future.
KEYWORDS
Experience, Perceived Value, Online, Streaming, Performing Arts, Opera