Business-like approaches are applied more and more widely in nonprofit organization contexts, and theaters are no exception. Revenue generation, customer segmentation, and personalized marketing are becoming the key managerial concerns. Our study focuses on two relevant aspects of theater attendees' behavior. We examine visitors' willingness-to-pay (WTP) for theater seats (to derive revenue drivers), and its difference between two segments – single and couple visitors (to uncover the social motivation effect). These aspects taken together have never been previously studied in the nonprofit marketing context. We model WTP using the actual purchase data from Perm Opera and Ballet Theatre in Russia. Unlike most marketing studies which use stated preference for WTP evaluation, we employ the revealed preference approach. The results verify that single and couple visitors may be treated as separate segments, allowing for personalized promotion and other marketing decisions.

中文翻译：

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个人与同伴游客对剧院门票的支付意愿：彼尔姆歌剧院案例

类似商业的方法在非营利组织环境中的应用越来越广泛，剧院也不例外。创收、客户细分和个性化营销正在成为关键的管理问题。我们的研究侧重于剧院观众行为的两个相关方面。我们研究了游客对剧院座位的支付意愿 (WTP)（以获取收入驱动因素），以及它在两个部分之间的差异 - 单身游客和情侣游客（以揭示社会动机效应）。以前从未在非营利营销环境中研究过这些方面。我们使用俄罗斯彼尔姆歌剧院和芭蕾舞剧院的实际购买数据对 WTP 进行建模。与大多数使用陈述偏好进行 WTP 评估的营销研究不同，我们采用显示偏好方法。