Rezumat articol ediţie STUDIA UNIVERSITATIS BABEŞ-BOLYAI

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Segmentation of the Audience of the Cluj-Napoca Romanian National Opera - a Step in the Image Evaluation of the Institution. This paper is a segmentation study of the audience of the Cluj-Napoca Romanian National Opera [Opera Naţională Română Cluj-Napoca (ONRCN)], which is part of a broader research on how the image of the institution is created at the level of this particular category of stakeholders. It uses a quantitative approach based on socio-demographic variables, on variables of cultural preferences, as well as on variables of attendees’ show behaviour. My analysis identifies the prevalent audiences and their main features. The audience segmentation model I propose here is specific to ONRCN, and any extrapolations to other arts/entertainment organizations is to be based on further research.

Keywords: segmentation, audience, performing arts, opera