Jump to ContentJump to Main Navigation
Show Summary Details
More options …

Sport Science Review

The Journal of National Institute for Sport Research

3 Issues per year

Open Access
See all formats and pricing
More options …

Dimensions of Market Demand Associated with Dance Schools

Eleni Zaggelidou
  • Department of Physical Education and Sport Sciences, Aristotle University of Thessaloniki, Greece
  • Other articles by this author:
  • De Gruyter OnlineGoogle Scholar
/ Evangelos Tsamourtzis / Alexandros Malkogeorgos
  • Department of Physical Education and Sport Sciences, Aristotle University of Thessaloniki, Greece
  • Other articles by this author:
  • De Gruyter OnlineGoogle Scholar
/ Georgios Zaggelidis
  • Department of Physical Education and Sport Sciences, Aristotle University of Thessaloniki, Greece
  • Other articles by this author:
  • De Gruyter OnlineGoogle Scholar
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

  • Adiputra, N., Alex, P., Sutjana, D. P., Tirtayasa, K., & Manuaba, A. (1996). Balinese dance exercises improve the maximum aerobic capacity. Journal of Human Ergology, 25, 25-29.Google Scholar

  • Aktas, G., & Ogce, F. (2005). Dance as a therapy for cancer prevention. Asian Pacific Journal of Cancer Prevention, 6, 408-411.Google Scholar

  • Alpert, P. T. (2011). The health benefits of dance. Home Health Care Management & Practice, 23(2), 155-157.Google Scholar

  • Alpert, P. T., Miller, S. K., Wallmann, H., Harvey, R., Cross, C., Chevalia, T., Gills, C. B., & Kodandapari, K. (2009). The effect of modified jazz dance on balance, cognition and mood in older adults. Journal of the American Academy of Nurse Practitioners, 21, 108-115.CrossrefGoogle Scholar

  • Ames, C. (1992). Classrooms: Goals, structures, and student motivation. Journal of Educational Psychology, 84(3), 261-271.CrossrefGoogle Scholar

  • Argyle, M. (1969). Social interaction. New York: Atherton Press.Google Scholar

  • Bennett, G., Henson, R., & Zhang, J. (2002). Action sport sponsorship recognition. Sport Marketing Quarterly, 11(3), 185-196.Google Scholar

  • Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surrounding and employee responses. Journal of Marketing, 54(2), 69-81.CrossrefGoogle Scholar

  • Blackman, L., Hunter, G., Hilyer, J., Harrison, P., (1988). The effects of dance team participation on female adolescent physical fitness and self-concept. Adolescence, 23, 437-448.PubMedGoogle Scholar

  • Boyd, R., & Richerson, P. J. (1985). Culture and the evolutionary process. Chicago: University of Chicago.Google Scholar

  • Brady, M. K., & Cronin, J. J. (2001). Some new thoughts on conceptualizing perceived service quality: A hierarchical approach. Journal of Marketing, 65(3), 34-49.CrossrefGoogle Scholar

  • Braunstein, J. R., Zhang, J. J., Trail, G. T., & Gibson, H. J. (2005). Dimensions of market demand associated with Major League Baseball Spring Training: Development of a scale. Sport Management Review, 8(3), 271-296.CrossrefGoogle Scholar

  • Brown, M. (2003). An analysis of online marketing in the sport industry: User activity, communication objectives, and perceived benefits. Sport Marketing Quarterly, 12(1), 48-55.Google Scholar

  • Caplow, L. E. (1982). Dance as a therapeutic intervention for the elderly. Educational Gerontology, 8(2), 167-174.Google Scholar

  • Carino, C. (2008). Representing Asian-ness through contemporary dance: case studies of five dance companies in Singapore. (Doctoral dissertation). Retrieved from http://scholarbank.nus.edu.sg/handle/10635/27832

  • Carter, C. (1984). The state of dance in education: Past and present. Theory into Practice, 23(4), 293-299.CrossrefGoogle Scholar

  • Chelladurai, P., Scott, F. L., & Haywood-Farmer, J. (1987). Dimensions of fitness services: Development of a model. Journal of Sport Management, 1, 159-172.Google Scholar

  • Chelladurai, P. & Chang, K. (2000), "Targets and standards of quality in sport services". Sport Management Review, 3, 1-22.CrossrefGoogle Scholar

  • Coakley, J. L. (2009). Sport and society: Issues and controversies (10th ed.). St. Louis, MO Times Mirror/Mosby.Google Scholar

  • Colbert, F. (2003). Entrepreneurship and Leadership in Marketing the Arts. International Journal of Arts Management, 6(1), 30-39.Google Scholar

  • Cruz, B., & Mendelsohn, J. (2010). Why Social Media Matters to Your Business. Findings from Recent Research on Social Media from Chadwick Martin Bailey and Imoderate Technologies. Retrieved from http://www.cmbinfo.com/cmb-cms/wp-content/uploads/2010/04/Why_Social_Media_Matters_2010.pdf

  • Cunningham, G. B., & Kwon, H. (2003). The theory of planned behaviour and intentions to attend a sport event. Sport Management Review, 6, 127-145.CrossrefGoogle Scholar

  • Curran, D., & O'Riordan, C. (2006). Increasing population diversity through cultural learning. Adaptive Behavior, 14, 315-338.CrossrefGoogle Scholar

  • Curry, T. J., & Parr, R. (1988). Comparing commitment to sport and religion at a Christian college. Sociology of Sport Journal, 5(4), 369-377.Google Scholar

  • Dance UK (2008). Dance Facts and Stats. (Compiled 2006). Retrieved from http://www.danceuk.org/metadot/index

  • De Jong, T. (1990). Marketing and modern dance. (Master thesis, university of San Jose State University). Retrieved from http://scholarworks.sjsu.edu/etd_theses/41

  • Deighan, M. A. (2005). Flexibility in dance. Journal of Dance Medicine and Science, 9(1), 13-17.Google Scholar

  • Desmond, J. C. (1994). Embodying Difference: Issues in Dance and Cultural Studies. Cultural Critique, 26, 33-63.Google Scholar

  • Di Maggio, P. & Useem, M. (1980). The Arts in Education and Cultural Participation: The Social Role of Aesthetic Education and the Arts. Journal of Aesthetic Education, 14(4), 55-72.CrossrefGoogle Scholar

  • Donnelly, P., & Young, K. (1988). The construction and confirmation of identity in sport subcultures. Sociology of Sport Journal, 5(3), 223-240.Google Scholar

  • Dox, D. (2006). Dancing around orientalism. The Drama Review, 50(4), 52-71.CrossrefGoogle Scholar

  • Federici, A., Bellagamba, S., & Rocchi, M. B. (2005). Does dance-based training improve balance in adult and young old subjects? A pilot randomized controlled trial. Aging Clinical and Experimental Research, 17, 385-389.CrossrefGoogle Scholar

  • Fox, K., Biddle, S., Smith, R. A & Duda, J. L. (1991). A practitioner's guide to exercise motivation. Journal of Physical Education, Recreation & Dance 62(7), 33-48.Google Scholar

  • Goodwin, A. (1993). Dancing in the Distraction Factory: Music Television and Popular Culture. London: Routledge, 25-26.Google Scholar

  • Goulding, C., Shankar, A., & Elliott, R. (2001). Dance clubs, rave, and the consumer experience: an exploratory study of a subcultural phenomenon. European Advances in Consumer Research, 5, 203-208.Google Scholar

  • Graden, J. (1996). Black belt management: A guide to succeed without selling out. St. Petersburg, FL: Graden Media.Google Scholar

  • Grönlund, E., Renck, B., & Weibull, J. (2006). Dance/Movement Therapy as an Alternative Treatment for Young Boys Diagnosed as ADHD: A Pilot Study. American Journal of Dance Therapy, 27, 63-85.Google Scholar

  • Gronroos, C. (1984). A service quality model and its marketing implications. European Journal of Marketing, 18, 36-44.CrossrefGoogle Scholar

  • Gross, M. J. (2008). Time, space, and energy for dance in education. (Master thesis, Ohio State University).Google Scholar

  • Gummesson, E. (1992). Quality dimensions: What to measure in service organization. Advanced in Service Marketing and Management, 1, 171-205.Google Scholar

  • Hagood, T. (2000). "Popular Culture and the Imagined Body". Arts Education Policy Review, 102(2), 33-35.CrossrefGoogle Scholar

  • Hansen, H., & Gauthier, R. (1989). Factors affecting attendance at professional sport events. Journal of Sport Management, 3(1), 15-32.Google Scholar

  • Howat, G., Absher, J., Crilley, G., & Milne, I. (1996). Measuring customer service quality in sports and leisure centers. Managing Leisure, 1, 77-89.Google Scholar

  • International Council of Fine Arts Deans, (1993). Arts Education Principles Standards: An ICFAD Position. New York: International Council of Fine Arts Deans in Cooperation with the American Council for the ArtsGoogle Scholar

  • Kattenstroth, J. C., Kolankowska, I., Kalisch, T., & Dinse, H. R. (2010). Superior sensory, motor, and cognitive performance in elderly individuals with multiyear dancing activities. Frontiers in Aging Neuroscience, 2, 31.CrossrefGoogle Scholar

  • Keogh, J. W. L., Kilding, A., Pidgeon, P., Ashley, L., & Gillis, D. (2009). Physical benefits of dancing for healthy older adults: A review. Journal of Aging and Physical Activity, 17(4), 479-500.Google Scholar

  • Kim, D., & Kim, S. Y. (1995). QUESC: An instrument for assessing the service quality of sport centers in Korea. Journal of Sport Management, 9, 208-220.Google Scholar

  • Kim, M. K., Zhang, J. J. & Ko, Y. J. (2009) Dimensions of Market Demand Associated with Taekwondo Schools in North America: Development of a Scale. Sport Management Review 12, 149-166.CrossrefGoogle Scholar

  • Ko, Y. J., & Pastore, D. L. (2004). Current issues and conceptualizations of service quality in the recreation sport industry. Sport Marketing Quarterly, 13(2), 158-166.Google Scholar

  • Ko, Y. J., & Pastore, D. L. (2005). A hierarchical model of service quality for the recreational sport industry. Sport Marketing Quarterly, 14(2), 84-97.Google Scholar

  • Lam, E. T. C., Zhang, J. J., & Jensen, B. E. (2005). Service Quality Assessment Scale (SQAS): An instrument for evaluating service quality of health-fitness clubs. Measurement in Physical Education and Exercise Science, 9(2), 79-111.Google Scholar

  • Lamb, C. W., Hair, J. F., & McDaniel, C. (1992). Principle marketing. Cincinnati, Ohio: South Western.Google Scholar

  • Lee, G. S. (2002). Analysis of marketing techniques used by United States Taekwondo Union clubs as perceived by members and marketing directors. Unpublished doctoral dissertation, Temple University, Philadelphia, PA.Google Scholar

  • Legum, L. T., & George, W. R. (1981). Analysis of marketing management practices of dance companies. Journal of the Academy of Marketing Science, 9, (1-2), 15-2.CrossrefGoogle Scholar

  • Logan, M. (1984). Dance in the schools: A personal account. Theory into Practice, 23(4), 300-302.CrossrefGoogle Scholar

  • Luther, W. (2001). The Marketing Plan: How to prepare and Implement it (3nd ed). New York: Amacom.Google Scholar

  • Malkogeorgos, A., Zaggelidou, E., & Georgescu, L., (2011). The Effect of Dance Practice on Health: A Review. Asian Journal of Exercise & Sports Science, 8(1), 100-112.Google Scholar

  • Malkogeorgos, A., Zaggelidou, E., Manolopoulos, E., & Zaggelidis, G. (2011). The Social-Psychological Outcomes of Dance Practice: A Review. Sport Science Review, XX(5-6), 105-126. doi: 10.2478/v10237-011-0067-yCrossrefGoogle Scholar

  • Maurovouniotis, F., Argiriadou, E., & Zaggelidis, G. (2007). Greek traditional dances and psychological well-being. Stiinta Sportului, 56, 21-35.Google Scholar

  • Maurovouniotis, F., Argiriadou, E., Maurovouniotis, C., & Zaggelidis, G. (2007). Effect of Greek traditional dances on the dynamic balance of children. Stiinta Sportului, 59, 17-31.Google Scholar

  • McKinley, P., Jacobson, A., Leroux, A., Bednarczyk, V., Rossignol, M., & Fung, J. (2008). Effect of a community-based Argentine tango dance program on functional balance and confidence in older adults. Journal of Aging and Physical Activity, 16(4), 435-453.Google Scholar

  • Meekums, B. (2008) Developing emotional literacy through individual Dance Movement Therapy: a pilot study. Emotional and Behavioural Difficulties, 13(2), 95 - 110.Google Scholar

  • Mokwa, M. P., Dawson, W. M. & Prieve, E. A. (1980). Marketing in the Arts. New York: Praeger Publishers.Google Scholar

  • Mullin, B. J., Hardy, S. & Sutton, W. A. (2000). Sport Marketing (2nd ed). Champaign IL: Human Kinetics.Google Scholar

  • Nieminen, P. (1998). Motives for Dancing Among Finnish Folk Dancers, Competitive Ballroom Dancers, Ballet Dancers and Modern Dancers. European Journal of Physical Education, 3, 22-34.Google Scholar

  • Omoniyi, T. (2006). Hip-hop through the world Englishes lens: a response to globalization. World Englishes, 25(2), 195-208.CrossrefGoogle Scholar

  • Papadimitriou, D. A., & Karteroliotis, K. (2000). The service quality expectations in private sport and fitness centers: A reexamination of the factor structure. Sport Marketing Quarterly, 9(3), 157-164.Google Scholar

  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1999). SERVQUAL: A multipleitem scale for measuring customer perceptions of service quality. Journal of Retailing, 64(1), 12-40.Google Scholar

  • Pedersen, P. M., Miloch, K. S., & Laucella, P. C. (2007). Strategic sport communication. Champaign, IL: Human Kinetics.Google Scholar

  • Petrova, K. 2011. Toolkit for Marketing of Modern Dance. Theater Instituut Nederland, 22-30.Google Scholar

  • Quested, E., & Duda, J. L. (2010). Exploring the social-environmental determinants of well- and ill-being in dancers: a test of basic needs theory. Journal of Sport and Exercise Psychology, 32(1), 39-60.Google Scholar

  • Reid, L. A. (1970). Sport, the aesthetic and art. British Journal of Educational Studies, 18(3), 245-258.CrossrefGoogle Scholar

  • Sawyer, T. H., & Smith, O. (1999). The management of clubs, recreation and sport: Concepts and applications. Champaign, IL: Sagamore.Google Scholar

  • Schofield, J. A. (1983). Performance and attendance at professional team sports. Journal of Sport Behavior, 6(4), 196-206.Google Scholar

  • Schultz, D. E., & Robinson, W. A. (1986). Sales promotion management. Lincolnwood, Illinois, U. S. A.: NTC Business Books.Google Scholar

  • Scott, D. M. (2010). The New Rules of Marketing and PR: How to Use Social Media, Blogs, News Releases, Online Video, and Viral Marketing to Reach Buyers Directly. Wiley Publishing.Google Scholar

  • Shen, B., Chen, A., Scrabis, K. A., & Tolley, H. (2003). Gender and interest-based motivation in learning dance. Journal of Teaching in Physical Education, 22, 396-409.Google Scholar

  • Siljamaki, M., Anttila, E., & Saakslahti, A. (2010). Pedagogical conceptions of Finnish teachers of transnational dances. Cases: African dance, Oriental dance and Flamenco. Nordic Journal of Dance, 2, 39-54.Google Scholar

  • Solis, B. (2010). Engage: The Complete Guide for Brands and Businesses to Build, Cultivate, and Measure Success in the New Web. Society for New Communications Research.Google Scholar

  • Stegemiller, T. (1995). Dance marketing strategies: application of theory to practice. (Master thesis, university of San Jose State University) Retrieved from http://scholarworks.sjsu.edu/etd_theses/1186

  • Szuhaj, P. (2001). "Must the Show Go On?" PEW Charitable Trust, Fall, 12-1.Google Scholar

  • Trail, G. T., & James, J. D. (2001). The Motivation Scale for Sport Consumption: Assessment of the scale's psychometric properties. Journal of Sport Behavior, 24, 108-127.Google Scholar

  • Trail, G. T., Fink, J. S., & Anderson, D. F. (2003). Sport spectator consumption behavior. Sport Marketing Quarterly, 12, 8-17Google Scholar

  • Tsompanaki, E., & Benn, T. (2011). Dance Students' Perceptions of Tertiary Education in England and in Greece. Research in Dance Education, 1(3), 203-219.Google Scholar

  • UCAS (2007). UCAS Search Results, Retrieved, from http://search.ucas.co.uk/cgi-bin/hsrun/search/

  • Van Staden, A., Myburgh, C. P. H., & Poggenpoel, M. (2009). A Psycho-Educational Model to Enhance the Self-Development and Mental Health of Classical Dancers. Journal of Dance Medicine & Science, 13(1), 20-29.Google Scholar

  • Vukadinovic, M. & Markovic, S. (2011). Aesthetic Experience of Dance Performances. Psihologija, 45(1), 23-41.Google Scholar

  • Wakefield, K. L., Blodgett, J. G., & Sloan, H. J. (1996). Measurement and management of the sports cape. Journal of Sport Management, 10, 15-31.Google Scholar

  • Walker, I. J., Nordin-Bates, S. M., & Redding, E. (2010). Talent identification and development in dance: a review of the literature. Research in Dance Education 11(3), 167-191.Google Scholar

  • Walker, I. J., Nordin-Bates, S. M., & Redding, E., (2011) Characteristics of talented dancers and age group differences: findings from the UK Centres for Advanced Training. High Ability Studies 22(1), 43-60.Google Scholar

  • White, S. A., & Duda, J. L. (1994). The relationship of gender, level of sport involvement, and participation motivation to task and ego orientation. International Journal of Sport Psychology, 25, 4-18.Google Scholar

  • Wright, B. A. Duray, N & Goodale, T. L. (1992). Assessing perceptions of recreation center service quality: An application of recent advancements in service quality research. Journal of Park and Recreation Administration, 10(3), 33-47.Google Scholar

  • Yeung, W. (2002). Teacher and student perspectives of the "comprehensive dance project". Postgraduate Thesis. University of Hong Kong.Google Scholar

  • Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in service quality. Journal of Marketing, 49(2), 33-46.CrossrefGoogle Scholar

  • Zhang, J. J., Pease, D. G., Hui, S. C., & Michaud, T. J. (1995). Variables affecting the spectator decision to attend NBA games. Sport Marketing Quarterly, 4(4), 29-39.Google Scholar

  • Zhang, J. J., Pease, D. G., Lam, E. T. C., Pham, U. L., Bellerive, L. M., Lee, J. T., Williamson, D. P., & Wall, K. A. (2001). Socio-motivational factors affecting spectators to attend minor league hockey games. Sport Marketing Quarterly, 10(1), 43-56.Google Scholar

  • Zhang, J. J., Lam, E. T. C., & Connaughton, D. P. (2003a). General market demand variables associated with professional sport consumption. International Journal of Sport Marketing & Sponsorship, 5(1), 33-55.Google Scholar

  • Zhang, J. J., Lam, E. T. C., Bennett, G., & Connaughton, D. P. (2003b). Confirmatory factor analysis of the spectator decision making inventory (SDMI). Measurement on Physical Education and Exercise Science, 7(2), 57-70.Google Scholar

  • Zhang, J. J., Connaughton, D. P., Ellis, M. H., Braunstein, J. R., Cianfrone, B., & Vaughn, C. (2004). Consumer expectation of market demand variables of an NFL expansion team. Journal of Contemporary Athletics, 1(1), 15-39.Google Scholar

  • Zhang, J. J., Lam, E. T. C., Cianfrone, B. A., Zapalac, R. K., Holland, S. & Williamson, D. P. (2010). An importance-performance analysis of media activities associated with WNBA game consumption. Sport Management Review, 14(1), 64-78.Google Scholar

About the article

Published Online: 2012-08-30

Published in Print: 2012-08-01

Citation Information: Sport Science Review, Volume 21, Issue 3-4, Pages 101–118, ISSN (Online) 2069-7244, ISSN (Print) 2066-8732, DOI: https://doi.org/10.2478/v10237-012-0012-8.

Export Citation

This content is open access.

Comments (0)

Please log in or register to comment.
Log in