Bundling as a branding tool for events in the performing arts: a case study in opera attendance

Operatic events are an important sector of the performing arts industry, which is currently facing the challenges of decreasing demand as the traditional opera going segment becomes aged and other sectors of the performing arts industry compete more effectively in terms of price. By adding value and ensuring satisfaction, it is expected that the subsequent enhanced brand loyalty would increase the likelihood of repeat membership. This paper examines the antecedents of brand loyalty and hypothesizes that offering attractive 'package deals' which bundle various benefits with the seat ticket may increase brand loyalty. To test this hypothesis a discrete choice experiment was conducted. It is concluded offering bundles can create a greater likelihood of customer satisfaction and favourable behavioural intentions including increased brand loyalty.