The Impact of Covid-19 Pandemic on the Marketing of the Performing Arts

The spread of the Covid-19 pandemic has impacted all firms and organizations around the world, and this issue has not escaped the attention of arts, particularly performing arts organizations. Last few decades, performing arts audiences were shrinking due to economic, social, and technological changes, moreover, Covid-19 has been influenced strongly over the last two years. Therefore, it is crucial to understand and provide an extensive view of the market situation, the role of marketing, and the consequences of Covid-19 in the arts specifically in the field of performing arts. This paper aims to explore the impact of the Covid-19 pandemic on performing arts organizations, more focusing on marketing circumstances during the pandemic period, and identifying research gaps. This paper systematically reviews a total of 88 publications from Scopus and Web of Science databases and analyzed them using a descriptive analysis method and VOSviewer. The findings of this study highlight five main themes from the data analysis to demonstrate the substantial and influential results including the number of publications by year, country, and journals in order to understand the market situation. Moreover, the study disclosed keyword co-occurrences and found a new challenging and influential impact of digital transformation on performing arts due to the Covid-19 crisis. Finally, the paper provides a conclusion and a future research agenda.

JEL classification: I18, L82, M31, Z11.