Developing a Model of Repeat Visits to a Local Drama Theatre

The purpose of this work is developing a model of repeat visits to a local drama theater and its application for the development of programs to promote cultural products (services). The theoretical part discusses the features of the promotion of cultural products (services) in the field of performing arts and behavioral characteristics of consumers in the decision making process to visit the theater. As a method of collecting data serves a interview of visitors the local drama theater; the main method of analysis in a discriminate analysis, which allows to build a discriminate model, predicting a return visit. Based on the results of the study were developed practical recommendations to stimulate repeat (frequent) visits to the local drama theater. The work has practical importance for organizations in the field of performing arts. Keywords: motivation; decision making process; cultural consumption; repeat visits; loyalty; discriminate model; promotion program.