Inheritance and innovation of art zone: a case study of Shanghai West Bund
This research will take the largest art zone in Asia: Shanghai West Bund as an example and focus on the emerging theatre cluster along the Huangpu River. The inheritance and innovation of art zone was important to research because it will help the venue to fully reflect its own advantages or make unique transformation to find its own competitive advantage, present the best results, and bring customers a better event experience. Previous literature The Marketing Environment for Venues says the normal event venues may over-supply and the venues should be designed to feel futuristic, as well as flexibility, security and accessibility. A separate study Donald Getz suggested that the venue management system will directly affect event planning and customer experience. The data was collected by Intercept interviews and QR code questionnaire (N = 60) will be carried out with passersby on West Bund who have just finished the visit to the art zone in a purposive way to participate in the study and who were approached “cold.” The main data collection instrument is planned to be principles of the constant comparative method, with an emphasis on combined analysis of codes generated through the analysis of different data sets (Questionnaires and interview transcripts). The main data collection instrument is based on Qualitative Analysis for Social Scientists which found people are not necessarily inclined to go to familiar venues for exhibitions. For venues, the participants preferred to go to well-equipped venues that suit their tastes. Venues of West Bund are highly recognized in the industry The public believed that the West Bund art venues have a relatively high degree of agreement with the event. The advantages of the West Bund venues themselves enhance the attraction of the event. West Bund Arts Center is the most popular venue. The public strongly supported the transformation and upgrading of industrial areas into art zones. The research endeavor involved the contributions of bring new inspiration to the event organizers, explore new challenging venues to complete the event planning, and bring new experience to the industry.