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MARKETING DETERMINANTS OF THE CULTURAL ACCESS AND PARTICIPATION IN THE EUROPEAN UNION COUNTRIES

C. Veghes

Abstract

The cultural access, participation to the cultural activities and the overall presence in the cultural markets of the European consumers have registered a decline somewhat less than expected, at least in connection to the current level of development of the European Union countries. This state of the European cultural market is directly determined by the consumers’ behavior related to the cultural products, services and activities as well as by the overall context in which providers of cultural output conduct their activities. Paper identifies, from a marketing perspective, the potential determinants of the European Union’s cultural markets through the results of the analysis on cultural access and participation, based on the relevant outputs of the Special Eurobarometer on Cultural Access and Participation – regarding the level of involvement in cultural activities, barriers to accessing culture, access and participation to non-national cultural activities and involvement in artistic activities, and a set of demographic, economic, technological, socio-cultural and political features of the European Union countries. Paper discusses and advances a framework to be considered in designing an effective marketing strategy for the promotion of the cultural products, services and activities, in terms of the identified determinants, aiming to increase the access and participation in the European Union cultural markets.

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