The Implementation of an Online Ticket Platform as a Cultural Management Strategy

• Cidália Oliveira ^[1] ; Gonçalo Vieira Castro ^[2] ; Carmem Teresa Leal ^[3] ; Rui Silva ^[3]
  1. [1] NIPE –University of Minho, Portugal
  2. [2] Instituto de Estudos Superiores de Fafe, Portugal
  3. [3] University of Trás-os-Montes e Alto Douro; Portugal CETRAD

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• Localización: Revista portuguesa de estudos regionais, ISSN-e 1645-586X, Nº. 58, 2021, págs. 17-28
• Idioma: inglés
• DOI: 10.59072/rper.vi58.149
• Títulos paralelos:
  • A Implementação de uma Plataforma de Ingressos Online Como Estratégia de Gestão Cultural
• Enlaces
  • Texto completo
• Resumen
  • English

    The significant reductions in local government funds generate several challenges, especially to provide continuous development of the area of culture, due to reduced financial resources.

    The present theoretical-practical research aims to evaluate the cultural management planning model of a local government in Northern Portugal, as neither in the literature nor in an empirical analysis has the implementation of an online ticket platform been described. The planning and implementation of an online platform is seen as crucial to, on the one hand, improve and develop the online communication of the planned events and, on the other , enable a correct cost analysis of the sold tickets. This analysis becomes crucial as local governments need to have interesting programs to boost culture, but also to assure the economic sustainability of these programs, so it is increasingly important to make a balanced management of resources.

    This research addressed a gap in cultural, management literature, as it intends to shed some light on the barriers of cultural programming and its cost-analysis. Only a few studies are directly related to cultural management, which triggered the need to address this gap.

    This study employs a qualitative case study method of research on the implementation of an online ticket platform.

    Based on this research a guide to select an online ticket platform was drawn up. Even if it cannot be generalized, it provides pertinent information on management practices in the cultural management area. This study provides practical insights into an online ticket system as a cultural management strategy at city level. Results could inform the decision-making of practitioners who are responsible for management cultural programmes.

    Future research may develop the present investigation to enable benchmarking between local governments.

  • English

    As significativas reduções de verbas do governo local geram diversos desafios, principalmente no que diz respeito ao desenvolvimento contínuo da área de cultura, devido à redução dos recursos financeiros.

    A presente investigação teórico-prática pretende avaliar o modelo de planeamento da gestão cultural de uma autarquia do Norte de Portugal, uma vez que nem na literatura nem na análise empírica foi descrita a implementação de uma plataforma de bilhetes online. O planeamento e implementação de uma plataforma online é considerado fundamental para, por um lado, melhorar e desenvolver a comunicação online dos eventos programados e, por outro, permitir uma correta análise dos custos dos bilhetes vendidos. Esta análise torna-se fundamental, pois os governos locais precisam ter programas interessantes para fomentar a cultura, mas também têm de garantir a sustentabilidade económica desses programas, por isso é cada vez mais importante fazer uma gestão equilibrada dos recursos. Esta pesquisa abordou uma lacuna na literatura de gestão cultural, pois pretende lançar alguma luz sobre as barreiras da programação cultural e sua análise de custos. Poucos estudos estão diretamente relacionados à gestão cultural, o que desencadeou a necessidade de suprir essa lacuna.

    Este estudo consiste num método qualitativo de estudo de caso de pesquisa sobre a implementação de uma plataforma de tickets online.

    Com base nesta investigação foi elaborado um guia para selecionar uma plataforma de ingressos online. Mesmo que não seja generalizável, fornece informações pertinentes sobre as práticas de gestão na área de gestão cultural. Este estudo fornece informações práticas sobre um sistema de ingressos online, aplicado como uma estratégia de gestão cultural. Esta investigação permite orientar, os profissionais responsáveis por programas culturais de gestão, na tomada de decisão.

    Investigações futuras poderão desenvolver a presente investigação para permitir o benchmarking entre governos locais

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