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Kulturerleben nachgefragt
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Diese Interviewstudie fokussiert das Thema Kultur aus marketing-, medien- und kommunikationsbezogener Perspektive. Basis fr die Untersuchungen ist, dass es fr Kulturanbieter aufgrund der Wettbewerbssituation im Freizeitbereich eine Herausforderung ist, die Zielgruppen fr ihre Angebote zu erreichen. Hier setzt die qualitative Studie an und analysiert die folgenden kulturaffinen Gruppen: Generation Y, Junge Eltern und 55-65-Jhrige. Erforscht wird ihr Verstndnis von Kultur und ihr Interesse an kulturellen Angeboten ebenso wie ihre Ansprche an Marketing, Kommunikation, Medien und Infrastruktur von Kultureinrichtungen.
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