Market Research into Ticket Sales for Entertainment Events in Russia
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.