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

Abstract

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.