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Sport Science Review

The Journal of National Institute for Sport Research

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Dimensions of Market Demand Associated with Dance Schools

Eleni Zaggelidou
  • Department of Physical Education and Sport Sciences, Aristotle University of Thessaloniki, Greece
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/ Evangelos Tsamourtzis / Alexandros Malkogeorgos
  • Department of Physical Education and Sport Sciences, Aristotle University of Thessaloniki, Greece
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/ Georgios Zaggelidis
  • Department of Physical Education and Sport Sciences, Aristotle University of Thessaloniki, Greece
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Published Online: 2012-08-30 | DOI: https://doi.org/10.2478/v10237-012-0012-8

Dimensions of Market Demand Associated with Dance Schools

Therefore the purpose of this study was to identify dimensions of market demand for dance schools. Dance is an activity requiring a strong relationship between the artist, marketer and audience. Marketing has generated sufficient commercial interest in the field, transforming dance into a thriving business. The growth of the dance industry has resulted in a highly competitive business environment. Effective management and marketing strategies (market segmentation, market promotion, program differentiation, and pricing strategy) may be formed for dance schools to ultimately satisfy consumer needs and also achieve business success. Cultural Learning, Personal Benefits, Program Offering, School Operation, Instruction Quality, and Economic Consideration would be positively predictive of the consumption level at dance schools. New technologies might also influence of purchase intent and must be consider by marketers.

Keywords: dance schools; marketing; management; dance

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Published Online: 2012-08-30

Published in Print: 2012-08-01


Citation Information: Sport Science Review, ISSN (Online) 2069-7244, ISSN (Print) 2066-8732, DOI: https://doi.org/10.2478/v10237-012-0012-8.

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