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首页> 外文期刊>International Journal of Rural Management >Redefining rural marketing: insights from touring theatre. (Special Issue: Rural marketing.)
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Redefining rural marketing: insights from touring theatre. (Special Issue: Rural marketing.)

机译：重新定义乡村营销：从旅游剧院获得的见解。 （特刊：农村市场。）

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There remains little academic consensus on a definition of rural marketing, and as a concept, rural marketing has therefore struggled to establish its own vocabulary and ideas. Modi (2009) argues that rural marketing should be defined in terms of the impact it has on the developmental of rural people. This article builds on this developmental concept of rural marketing by exploring the touring theatre sector and illustrating how theatre spaces and audiences differ fundamentally in urban and rural communities. The article reviews the literature on rural touring theatre and applies it to rural marketing. It also analyses the results of audience questionnaires and a series of audience interviews carried out with rural theatre-goers in the Scottish Highlands and Islands. The article illustrates how the definition of rural marketing can be further developed by analysing audience reactions to rural theatre and reviewing case studies of best practice for marketing touring theatre productions. This primary and secondary research reveals the tangible benefits of authentic rural marketing and confirms Modi's (2009) contention that successful rural marketing should have a positive impact on rural people. The article concludes that touring arts organizations and rural marketers working in other sectors should adjust their marketing strategies and activities to communicate more authentically and effectively with rural audiences. Finally, it uses the insights gained from touring theatre to propose a new definition of rural marketing.Digital Object Identifier http://dx.doi.org/10.1177/0973005212461992
机译：关于农村营销的定义，学术界几乎没有共识，因此，作为一个概念，农村营销一直在努力建立自己的词汇和思想。 Modi（2009）认为，应该根据农村市场营销对农村人口发展的影响来定义农村市场营销。本文通过探索剧院的旅游业并说明剧院空间和观众在城市和农村社区中的根本差异，在乡村营销这一发展概念的基础上进行了构建。本文回顾了有关农村巡回演出的文献并将其应用于农村营销。它还分析了观众问卷调查的结果以及与苏格兰高地和群岛的农村剧院观众进行的一系列观众访谈。本文说明了如何通过分析观众对农村剧院的反应并回顾营销剧院产品营销最佳实践的案例研究来进一步发展农村营销的定义。这项主要和次要研究揭示了真正的农村营销的实实在在的好处，并确认了Modi（2009）的论点，即成功的农村营销应对农村人口产生积极影响。文章的结论是，在其他行业工作的巡回艺术组织和农村营销人员应调整其营销策略和活动，以与农村受众进行更真实有效的沟通。最后，它利用从剧院获得的见识提出了农村营销的新定义。数字对象标识符http://dx.doi.org/10.1177/0973005212461992

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