Abstract
This thesis addresses the main research question: “The Development and Marketing of Arts Experiences: Can Service-Dominant Logic Contribute to Facilitating the Inclusion of Physically Disabled People?” It examined five arts experiences which varied in size and geographical location, to investigate how these organisations included disabled people in the development and marketing of their arts experiences, and whether service-dominant logic had been utilised to facilitate inclusion. Arts experiences are understood as being locations where the arts are consumed, and range from art galleries to museums. The research process consisted of a qualitative case study research approach, following a step-by-step method adapted from the work of Eisenhardt. At each case study location, a series of interviews with management, curatorial staff and disabled visitors were conducted, recorded, and then analysed using a process based on discourse analysis. The qualitative analysis exposed 21 issues and five themes that were linked to the inclusion of disabled people in the development and marketing of arts experiences. The five themes were: structural issues at the museum limiting inclusion; the role of fear; hierarchies of inclusion; a spectrum of co-creation; and famous events and people as a catalyst for inclusion. These themes were formulated into a conceptual model called the CAA model, which houses the themes and identifies the three drivers of inclusion.
This work contributes to knowledge by creating the CAA model of the drivers of the inclusion of physically disabled people in the development and marketing of arts experiences. This model is new and provides a springboard for further academic investigation. The model adds to the extant body of knowledge and literature within the areas of arts marketing, the literature on the utilisation of service-dominant Logic, and the disability literature. It also has the potential to advance practice within arts management and marketing.