Jump to ContentJump to Main Navigation
Show Summary Details

Sport Science Review

The Journal of National Institute for Sport Research

3 Issues per year

Open Access
Online
ISSN
2069-7244
See all formats and pricing

Dimensions of Market Demand Associated with Dance Schools

Eleni Zaggelidou
  • Department of Physical Education and Sport Sciences, Aristotle University of Thessaloniki, Greece
/ Evangelos Tsamourtzis
  • Department of Physical Education and Sport Sciences, Democritus University of Thrace, Greece
/ Alexandros Malkogeorgos
  • Department of Physical Education and Sport Sciences, Aristotle University of Thessaloniki, Greece
/ Georgios Zaggelidis
  • Department of Physical Education and Sport Sciences, Aristotle University of Thessaloniki, Greece
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.

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

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

  • 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. [Crossref]

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

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

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

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

  • 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. [PubMed]

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

  • 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. [Crossref]

  • 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. [Crossref]

  • 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.

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

  • 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. [Crossref]

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

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

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

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

  • 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. [Crossref]

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

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

  • 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.

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

  • 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. [Crossref]

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

  • Dox, D. (2006). Dancing around orientalism. The Drama Review, 50(4), 52-71. [Crossref]

  • 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. [Crossref]

  • 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.

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

  • 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.

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

  • 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.

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

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

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

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

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

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

  • 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 Arts

  • 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. [Crossref]

  • 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.

  • 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.

  • 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. [Crossref]

  • 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.

  • 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.

  • 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.

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

  • 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.

  • 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. [Crossref]

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

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

  • 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.

  • 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-y [Crossref]

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

  • 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.

  • 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.

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

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

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

  • 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.

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

  • 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.

  • 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.

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

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

  • 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.

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

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

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

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

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

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

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

  • 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.

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

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

  • 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.

  • 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.

  • 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.

  • 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.

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

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

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

About the article


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. Export Citation

This content is open access.

Comments (0)

Please log in or register to comment.
Log in