With the advent of digital transformation, ICT innovations have also led to a "data revolution" wherein more data is being captured, produced, stored, accessed, analyzed, archived, and reanalyzed, and at an exponential pace. An examination of new data sources, including big data and...

With the advent of digital transformation, ICT innovations have also led to a "data revolution" wherein more data is being captured, produced, stored, accessed, analyzed, archived, and reanalyzed, and at an exponential pace. An examination of new data sources, including big data and...

Purpose Assessing performance art has shifted toward an audience-centric approach, with various factors impacting audiences’ holistic experiences in a theater. Existing theater marketing research has predominantly focused on servicescapes, leaving a research gap regarding audiences’ spatial...