Modelling Preference Heterogeneity for Theatre Tickets: A Discrete Choice Modelling Approach on Royal Danish Theatre Booking Data

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Abstrakt

This article analyses the behavioural choice for theatre tickets using a rich data set for 2010–2013 from the sale system of the Royal Danish National Theatre. A consumer who decides to attend a theatre production faces multiple sources of price variation that involves a choice by the consumer among different ticket alternatives. Three modelling approaches are proposed in order to model ticket purchases: conditional logit with socio-demographic characteristics, nested logit and latent class. These models allow us explicitly to take into account consumers’ preference heterogeneity with respect to the attributes associated with each ticket alternative (quality of the seat and day of the performance). In addition, the willingness to pay of choice attributes is estimated. Final results suggest that customers’ characteristics in terms of age and frequency of theatre attendance characterize different patterns of behaviour in the choice of theatre ticket.
OriginalsprogEngelsk
TidsskriftApplied Economics
Vol/bind50
Udgave nummer5
Sider (fra-til)545-558
Antal sider14
ISSN0003-6846
DOI
StatusUdgivet - 2018

Bibliografisk note

Published online: 7. June 2017

Emneord

  • Theatre demand
  • Discrete choice models
  • Price discrimination
  • Willingness to pay
  • Market segments

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