Abstract:
Live music occupies a central place in the creation and dissemination of art and culture.
This paper aims to analyze the opportunities to maximize revenues through consumers’ perception of dynamic price in the live entertainment industry.
The research starts with a literature review of the market, studying the various ticket pricing models, with particular emphasis on revenue management and dynamic pricing definitions, origins, and constraints: the existence of factors influencing the attractiveness of the event demand make the price fluctuate during the selling period.
The following chapters are devoted to a quantitative research conducted thorough a survey using the PLS method to elaborate findings and results: the aim of the research will be to understand how the unfair perception of dynamic price and price confusion impact on purchase intention, moderated by consumer involvement in attending a live entertainment event.
