期刊名称：CROMA Journal : Contemporary Research on Organization Management and Administration
印刷版ISSN：2335-7959
出版年度：2014
卷号：2
期号：2
页码：94-105
出版社：Academic Association of Management and Administration
摘要：Purpose - Our purpose to highlight the relationship between the global subjective quality of life and the satisfaction with specific life domains. Besides, the objective of this article is to explore how the cultural activities influence on the evaluation of the consumers’ quality of life (QOL). In the marketing literature, little research has focused on the investigation to the assessment of cultural services and quality of life. According to the results of previous researches, it is the main question determining the global or multidimensional level of measurement of QOL. Furthermore, it is necessary deciding the broad or narrow interpretation and measurement of cultural activities.Methodology - We investigate the relationship between the cultural activities and the subjective quality of life by two approaches (direct and indirect). Because of lacking research about the relationship between the cultural activities and QOL, we conducted an exploratory study, first we utilised focus groups and second we applied a pilot study. The target population of our research is consumers participated in cultural activities more than 14 years of age in one Hungarian region. The sampling method was non-random and quota sampling for pilot study. The numbers of participants are 238 persons (129 women, 109 men, age range 14-70 years).Findings - We found middle positive association between the satisfaction with respondents’ health, the subjective evaluation of financial status, the perception of family relationships and the overall life satisfaction. We conclude that usage level of the most preferable cultural activities influence positive effect on the different life domains (health status, family life, friend relationships, and spiritual life) but this impact is little. Besides, we found positive significant effect between the participation usage of festivals and the subjective evaluation of friend relationships. It is interesting there are big difference the results of indirect and direct method in case of health status. Finally, we discuss the main methodology questions for the planned quantitative research.Practical implications - A better understanding of the relationships can provide cultural managers insight into knowing consumers’ experiences and behavioural intentions, and adjust their cultural services to meet the consumers’ needs.Value - Our study extends the field to the examination of the quality of life in a non-health context by evaluation the influence of the cultural activities on the consumers’ quality of life
关键词：Subjective quality of life; outside and inside cultural activities; pilot study
