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Title: Heterogeneity in willingness-to-pay for theatre productions: Individual specific willingness-to-pay estimates for theatres, shows and their attributes
Authors: Grisolía Santos, José María 
Willis, Ken
UNESCO Clasification: 5312 Economía sectorial
Keywords: Teatro
Turismo cultural
Modelos económicos
Issue Date: 2011
Publisher: 0036-9292
Journal: Scottish Journal of Political Economy 
Abstract: This paper investigates people's preferences for live theatre, and heterogeneity in willingness-to-pay (WTP). A stated preference discrete choice model estimates utility and WTP for different attributes of theatre productions. Previous studies assumed fixed coefficients across all theatre-goers. This study allows coefficients of attributes to vary across individuals in the population, providing information on the heterogeneity of tastes. Theatre-goers' choices are used to estimate individual-based parameters for a person's tastes in theatre productions. The analysis reveals the heterogeneity of tastes for different types of plays and ticket price; and the significance of 'reviews' by critics and 'word of mouth' opinions as important variables determining choice.
ISSN: 0036-9292
DOI: 10.1111/j.1467-9485.2011.00551.x
Source: Scottish Journal of Political Economy[ISSN 0036-9292],v. 58, p. 378-395
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