Cultural capital and destination image: Insights from the Opera House tourist.

Guachalla, Adrian (2021) Cultural capital and destination image: Insights from the Opera House tourist. International Journal of Tourism Cities, 1. ISSN 2056-5607

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Purpose This research aims to identify the factors that foster an interest in opera and Opera Houses as a specific form of cultural capital and how the Opera House tourist constructs images of destinations from the cognitive, affective and conative dimensions. Research design A social constructivist methodology was adopted, and data was captured through online qualitative questionnaires from 226 Opera House tourists using a simple random sampling approach. These enquired about the development of their interest in opera and Opera Houses and the influence this exerts on their destination image formation process. Findings This form of cultural capital is mainly developed through exposure to art forms through family, social and further reference groups. Opera Houses project cognitive images of cosmopolitanism, affective images of social belonging and conative images of further opportunities to experience culture and leisure fostering destination loyalty and place attachment. Research limitations/implications Productions of both opera and ballet are staged at Opera Houses opening avenues for further research on either the opera or ballet tourist markets specifically using case studies across the ample spectrum of Opera Houses around the world. Practical implications In addition to the visual appeal and quality of cultural produce, tourism practitioners can use an Opera House’s projected affective images of social cohesion and togetherness to attract the Opera House tourist market. An Opera House’s role in a destination’s visual and cultural landscape cements the need to preserve it and highlight its integration with other elements of its offer towards cultural tourism. Social implications The study highlights the need for cultural policy and audience development strategies that foster this type of cultural capital resulting in demand for and supply of cultural products that in turn stimulate the development of this niche cultural tourism market segment. Originality This is the first study that has approached the Opera House tourist from the destination image formation context.

Item Type: Article
Keywords: Cultural Capital, Destination Image, Opera Houses
Depositing User: RED Unit Admin
Date Deposited: 14 Jan 2021 09:21
Last Modified: 12 Mar 2021 09:14

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