STUDY ON SPECTATORS' PERCEPTION ON THEATRE CONSUMPTION AS COMPETITIVE ADVANTAGE AT URBAN LEVEL

Culture and cultural infrastructure of a city represent in the current economic climate one of the vectors that can contribute to the success of urban development programs, regional, and in many cases, national. Experience shows that the synergy effect acquired by the urban management as a result of encouraging urban competitiveness by supporting cultural competitiveness helps create competition between organizations working in this field. Therefore, studies on resources of generating competitive advantages for cultural organizations have become increasingly interesting and useful. In this context, the study we propose presents the most relevant findings of a questionnaire applied to a representative sample of Odeon Theatre viewers, in Bucharest, one of the most “attended” theatres of the Romanian capital. Using this approach, we tried to update the information regarding the target audience of this theatre, to study the preferences and expectations of the audience related to the shows and programs, and to identify the motivation for choosing the services of the Odeon Theatre. The conclusions provide a consistent informational basis, so that the management of this cultural institution can formulate recommendations for creating and strengthening sustainable competitive advantages.