Social inclusion and audience development at the Royal Opera House: A tourist perspective

Journal article


Guachalla, A. 2017. Social inclusion and audience development at the Royal Opera House: A tourist perspective. International Journal of Culture, Tourism and Hospitality Research. 11 (3), pp. 436 - 449. https://doi.org/10.1108/IJCTHR-07-2016-0071
AuthorsGuachalla, A.
Abstract

Purpose
The Royal Opera House, located at the epicentre of Covent Garden, stands as the UK’s leading provider of opera and ballet performances. Having been extensively redeveloped, its front façade is not visible from the area’s central market place and the perceived exclusivity and elitism commonly associated with its art forms also impose a challenge. This study aims to analyse the influence that the Opera House exerts on the tourist’s perception and experience of the world-renowned London’s “Theatreland”.

Design/methodology/approach
In all, three hundred and six semi-structured interviews with domestic, international, first-time and repeat tourists were conducted in six different locations throughout the area and inside the flagship building using a convenience sampling approach. These were then analysed with the assistance of qualitative data analysis software (QSR N*Vivo) in two stages leading to an initial set of categorical topics that derived in a number of findings related to the factors that influence the tourist’s perception and experience of place.

Findings
The Opera House’s perceived urban concealment proved to have an impact on its influence on Covent Garden’s sense of place. But its social inclusion and audience development initiatives that foster a new generation of opera and ballet theatre-goers emerged as important findings as the House’s open door policy for daytime visitors along with live relays of current opera and ballet productions in other locations spark an interest in experiencing the building from the inside.

Research limitations/implications
This paper focuses exclusively on findings related to audience development and social inclusion initiatives currently used at the Royal Opera House and their impact on the tourist’s perception and experience of place. However, many other factors influence these processes and scope for further research is highlighted.

Practical implications
The Royal Opera House’s perceived urban concealment imposes a challenge to the task of developing new audiences for its current and future productions. Its learning and participation unit must endeavour to engage younger and international markets by focusing on the quality of the House’s performances, its heritage and added facilities of the venue such as exhibitions and shop.

Social implications
The Royal Opera House’s creed of “excellence, access and artistic development” is implemented by extending opportunities to younger target markets to engage with its cultural produce.

Originality/value
This paper addresses the gap in knowledge related to the development of the niche Opera House tourist segment of the cultural tourism market.

KeywordsSocial inclusion; Cultural tourism; Audience development
Year2017
JournalInternational Journal of Culture, Tourism and Hospitality Research
Journal citation11 (3), pp. 436 - 449
PublisherEmerald
ISSN1750-6182
Digital Object Identifier (DOI)https://doi.org/10.1108/IJCTHR-07-2016-0071
Official URLhttps://www.emerald.com/insight/content/doi/10.1108/IJCTHR-07-2016-0071/full/html
Publication dates
Print07 Aug 2017
Publication process dates
Deposited17 Apr 2024
Accepted author manuscript
License
File Access Level
Open
Output statusPublished
Permalink -

https://repository.canterbury.ac.uk/item/97q09/social-inclusion-and-audience-development-at-the-royal-opera-house-a-tourist-perspective

Download files


Accepted author manuscript
15928_Guachalla.pdf
License: CC BY-NC-ND 4.0
File access level: Open

  • 35
    total views
  • 35
    total downloads
  • 2
    views this month
  • 2
    downloads this month

Export as

Related outputs

Personal musical heritage and destination image: Written narratives from the opera house tourist
Guachalla, A. 2024. Personal musical heritage and destination image: Written narratives from the opera house tourist.
Cultural consumption of performing arts through the pandemic: How opera houses and their tourists coped.
Guachalla, A. 2023. Cultural consumption of performing arts through the pandemic: How opera houses and their tourists coped.
Opera as personal heritage in tourism
Guachalla, A. 2023. Opera as personal heritage in tourism. Journal of Leisure Research. 55 (1), pp. 95 - 115. https://doi.org/10.1080/00222216.2023.2193185
Positive destination image building: The power of diet
Guachalla, A. 2022. Positive destination image building: The power of diet.
Hospitality futures: Towards a sustainable, healthier and ethical way of catering
Guachalla, A. 2022. Hospitality futures: Towards a sustainable, healthier and ethical way of catering. Hospitality & Society. 12 (3), pp. 247 - 263. https://doi.org/10.1386/hosp_00054_7
Food and sustainable tourism development: Environmental, health and ethical perspectives
Guachalla, A. 2021. Food and sustainable tourism development: Environmental, health and ethical perspectives.
Plant-based diets and destination image: A holistic approach
Guachalla, A. 2021. Plant-based diets and destination image: A holistic approach. Journal of Tourism and Cultural Change. 20 (1 -2), pp. 157 - 176. https://doi.org/10.1080/14766825.2021.1876717
Cultural capital and destination image: Insights from the Opera House tourist
Guachalla, A. 2021. Cultural capital and destination image: Insights from the Opera House tourist. International Journal of Tourism Cities. 7 (2), pp. 511 - 528. https://doi.org/10.1108/IJTC-08-2020-0161
Approaching the kind tourist: Planet, animals and me in the world of culinary tourism.
Guachalla, A. 2019. Approaching the kind tourist: Planet, animals and me in the world of culinary tourism.
Co-creating learning experiences to support student employability in travel and tourism
Guachalla, A. and Gledhill, M. 2019. Co-creating learning experiences to support student employability in travel and tourism. Journal of Hospitality, Leisure, Sport and Tourism Education. 25 (100210), p. 100210. https://doi.org/10.1016/j.jhlste.2019.100210
Beyond cognitive dissonance: Sustainability and kindness in the travel experience.
Guachalla, A. 2018. Beyond cognitive dissonance: Sustainability and kindness in the travel experience.
The Royal Opera House and Covent Garden: A symbiotic and complex touristic relationship
Guachalla, A. 2017. The Royal Opera House and Covent Garden: A symbiotic and complex touristic relationship.
The Royal Opera House and Covent Garden: A symbiotic and complex touristic relationship
Guachalla, A. 2017. The Royal Opera House and Covent Garden: A symbiotic and complex touristic relationship. Tourism and Hospitality Research. 19 (2), pp. 225 - 237. https://doi.org/10.1177/1467358417738309
The Opera House tourist: Insights from London’s Covent Garden.
Guachalla, A. 2016. The Opera House tourist: Insights from London’s Covent Garden.
Perception and experience of urban areas for cultural tourism: A social constructivist approach in Covent Garden
Guachalla, A. 2016. Perception and experience of urban areas for cultural tourism: A social constructivist approach in Covent Garden. Tourism and Hospitality Research. 18 (3), pp. 297-318. https://doi.org/10.1177/1467358416646820
An Opera House reimagined: Social inclusion and audience development at London’s Royal Opera House
Guachalla, A. 2015. An Opera House reimagined: Social inclusion and audience development at London’s Royal Opera House.
Mapping the pieces of an employed graduate: An experiential approach to supporting student employability in travel and tourism courses
Guachalla, A. 2015. Mapping the pieces of an employed graduate: An experiential approach to supporting student employability in travel and tourism courses.
Performing tourists and the role of co-tourism in the perception and experience of Covent Garden
Guachalla, A. 2015. Performing tourists and the role of co-tourism in the perception and experience of Covent Garden. in: The Festivals and Events Experience Leisure Studies Association. pp. 19 - 33
Co-creating futures: The journey towards employment in air travel and tourism
Guachalla, A. 2014. Co-creating futures: The journey towards employment in air travel and tourism.
The role of cultural flagships in the perception and experience of urban areas for tourism and culture. Case study: The Royal Opera House in Covent Garden.
Guachalla, A. 2013. The role of cultural flagships in the perception and experience of urban areas for tourism and culture. Case study: The Royal Opera House in Covent Garden. European Journal of Tourism Research. 6 (1), pp. 83 - 87.
The role of cultural flagships in the perception and experience of urban areas for tourism and culture. Case study: The Royal Opera House in Covent Garden.
Guachalla, A. 2011. The role of cultural flagships in the perception and experience of urban areas for tourism and culture. Case study: The Royal Opera House in Covent Garden. PhD Thesis University of Westminster School of Architecture and the Built Environment
The Royal Opera House and Covent Garden: Exploring their relationship using qualitative data collection methods.
Guachalla, A. 2009. The Royal Opera House and Covent Garden: Exploring their relationship using qualitative data collection methods.
Cultural flagships and their role in the perception and experience of urban areas for tourism and culture: A conceptual framework
Guachalla, A. 2009. Cultural flagships and their role in the perception and experience of urban areas for tourism and culture: A conceptual framework.