Behaviours (Attitudes) of Opera Consumers in Romania Towards Online Performances during COVID-19 and Recommendations for Optimizing the Management of Opera Theatres

This study examines the behaviours (attitudes) of opera (lyric theatre) consumers in Romania towards online performances during the COVID period. The objectives of our study are the following: 1. to identify how lyrical theatre consumers (opera) perceived online performances during the COVID period; 2. to identify the relationship between socio-demographic and professional-artistic variables (age, studies, self-identification as classical music enthusiast, self-identification as an opera music enthusiast) of lyrical theatre (opera) consumers with their perception/opinions regarding online shows) . The study employs a cross-sectional, non-experimental design and uses a survey-based questionnaire approach. A total of 214 respondents participated in the study, of whom 142 (89.7%) were female and 72 (33.6%) were male. Of the 214 participants, 192 (66.4%) came from urban areas and 22 (10.3%) from rural areas. The questionnaire was distributed online via Google Forms, and statistical analysis was conducted using SPSS version 22. The results are discussed with reference to similar results reported in national and international studies. From an academic perspective, this article enriches the current understanding of the behaviour of Romanian lyrical (opera) consumers towards online performances in the time of the COVID-19 pandemic and can be a tool of specific guidelines for managers, regarding a systematic adaptation of their business models in crisis situations.