Music and tourism: hitting high notes in economics and marketing of opera houses and destinations

Opera houses are surviving in a very competitive scenario, where entertainment substitutes are continually growing. Governance of opera houses and administrations of destinations are promoting their mission for music and opera. Marketing and fundraising are as essential as social media. Main objective of this research is to investigate how much tourism is affecting economics of opera houses and destinations. Using a k-means cluster analysis of 2015 economic performances, and considering a tourism ratio, explaining different tourists’ motivations and attractiveness of destinations, this paper will segment a sample of opera houses in big and small American towns.