A Study to Explore How the Internet Has Impacted Ticketing for Live Music Concerts, From a Consumer Perspective.

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Author
Clark, Jade
Date
2018Type
Dissertation
Publisher
Cardiff Metropolitan University
Metadata
Show full item recordAbstract
The aim of this dissertation was to explore how the Internet has impacted ticketing
for live music concerts from a consumer perspective and in doing so, identify how
concert ticketing could be improved for consumers. This dissertation comprises five
chapters which document the research process undertaken to achieve this aim,
which are: Introduction; Literature Review; Methodology; Results, Analysis and
Discussion; Conclusions and Recommendations.
By conducting a critical review of relevant literature, the researcher identified the
following key themes to underpin this study and aid the questionnaire and focus
group design: online pricing and distribution, recorded music and the secondary
market. The questionnaire was distributed online, collecting quantitative and
qualitative data from a non-probability sample chosen by self-selection, producing
100 complete responses. The 25-minute focus group collected qualitative data from
six participants – also from a non-probability sample chosen by self-selection and
convenience. Here, the quantitative data was analysed using Qualtrics and Microsoft
Excel whilst a thematic method was used to analyse the qualitative data.
Stemming from analysis, the researcher was able to make conclusions about how
the Internet had impacted concert ticketing from a consumer perspective. Most
prominently, the majority of consumers prefer to purchase tickets online, expressing
that overall, the Internet has improved concert ticketing due to the level of
convenience it provides. Although interestingly, most consumers still prefer to use
physical tickets received by post as opposed to e-tickets. However, a major issue
identified was the technical issues experienced online – which prevent many fans
from securing tickets. Furthermore, most consumers highlight negative views
towards the secondary market. They suggest it makes it harder to obtain tickets on
the primary market whilst exploiting customers to make unfair profits, and
therefore, it should be regulated to protect consumers, artists and organisers.
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