Factors Affecting Arts Marketing of Theaters in Hanoi, Vietnam

NGUYEN THI ANH QUYEN

Cultural and Arts Management Faculty

Hanoi University of Culture

418 La Thanh St, Dong Da district, Hanoi city

VIETNAM

https://huc.edu.vn

Abstract: - Arts marketing is the inevitable development trend of contemporary society, in the context of

international exchanges and integration deepening and the competition in the arts field is becoming more and

more intensive. If arts organizations want to successfully carry out marketing activities, they need to have a

deep understanding of both theoretical and practical aspects of arts marketing. Theoretically, many researchers

have pointed out that the factors impacting and affecting arts marketing include internal environment and

external environment factors, in which the important factors are the external environment ones, including:

Economic, political and legal factors; Cultural, social and technological factors. The objective of this study is to

evaluate the influence of external environmental factors on arts marketing of theaters in Hanoi, Vietnam. The

author inherits the above research points and conducts a practical survey for 50 managers and 150 artists of 12

theaters in Hanoi capital, Vietnam. The important contribution of the study is shown by the author through the

results of testing the scales, analyzing the correlation between the scales and testing the research hypothesis,

which is: economic, political, legal factors (EPL) and Cultural, social and technological factors (CST) all have

an impact on arts marketing (AM) of theaters in Hanoi, Vietnam. Moreover, Economic, political and legal

factors (EPL) have a stronger influence on Arts Marketing (AM). The research results are also meaningful to

many Vietnam's arts managers in planning and adjusting policies to achieve results and effectiveness in

marketing activities to bring art works to the public; adapting to the market, in line with the movement and

development trend of Vietnamese society and international integration.

Key-Words: - Arts marketing, external environment, affect, theaters, Hanoi, Vietnam.

Received: March 27, 2021. Revised: February 13, 2022. Accepted: March 16, 2022. Published: April 15, 2022.

1 Research Introduction

Hanoi is the cultural and political center of Vietnam,

with its open-door policy, exchange and integration,

and rapid economic development has created

favorable conditions for the shaping and

development of the arts market. Art products are

increasingly diverse in both quality and quantity,

and the audience segmentation is also becoming

clearer. With an area of 3,324.92 km2, a population

of more than 8 million people and an estimated

5.420 USD GDP per capita [8], Hanoi has up to 21

State-Owned theaters, not to mention many

companies operating in the field of entertainment.

The increasing number of entertainment companies

shows that Hanoi's arts market is constantly

evolving. The large number of theaters, art troupes

and entertainment companies operating in the area

has created a strong competitive environment and

contributed to promoting the demand for arts

enjoyment of the capital's general public.

With the political and social characteristics of

the country in the process of developing and

integrating, transforming the model of a centrally

planned economy into a commodity market

economy with many sectors and development fields

in the direction of socialization, strong competition,

but the arts field is still struggling in competing and

developing the market. This is because there are still

many middle-aged people - who are too familiar

with the subsidy mechanism, even in Hanoi, so they

are not ready to accept art products that follow the

new trends. On the other hand, there are still aged

audiences, who love theatrical arts but have

financial and health difficulties; In contrast, there

are young people who can afford it but prefer other

forms of entertainment. This is one of the great

challenges that theaters located in Hanoi have to

tackle nowadays.

This fact poses a requirement for arts

organizations to adapt to the changes of the social

environment. Many researchers have also

generalized external environmental factors into two

main groups: Economic, political and legal factors;

Cultural, social, and technological factors [1, 21].

With the context of Hanoi, it can be seen that

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Economic, political, legal, Cultural, social, and

technological factors are currently the levers that

contribute to creating many opportunities and at the

same time bring about challenges that force theaters

to carry out arts marketing activities in a more

scientific, methodical and active way so that they

can survive and develop in the integration

conditions. In other words, the fact that theaters are

interested in promoting marketing activities is also a

way for theaters to adapt to the requirements of the

market in which competition is increasingly fierce

and theaters are required to become more dynamic

and creative in all aspects.

2 Research Overview

Over a long history period, some researchers, arts

managers and artists have the idea that art products

cannot be "cheap" like normal goods because it has

its own characteristics. Therefore, the term "arts

marketing" is hardly used in arts management.

However, in the development trend of contemporary

society associated with the marketization of all

kinds of products and the socialization of the supply

of products and services, the concept and approach

to arts products also have gone through changes and

the term “arts marketing” was gradually adopted to

“increase the creativity of arts organizations and

facilitate public access to art products” [3].

Discussing the characteristics and role of arts

marketing, many researchers emphasize the

creativity of arts organizations, the creativity of

artists in the direction of meeting the needs of the

public and bringing innovative products to the

public., not just for arts purposes. “Marketing’s role

is, therefore, not to influence the kind of art

produced bit solely to match the artist’s creations

and interpretations with an appropriate audience”

[13]. Although accepted in accordance with the

development trend of the market economy, the art

goal is the core goal and also the main goal of arts

organizations, so "arts and culture marketing needs

to be apply creatively rather than conformingly to

general marketing principles, because arts product

has its own characteristics” [16]. This is different

from the goals of economic and commercial

organizations (profit goal is considered the main

goal, a measure of success).

Thus, arts marketing, although taking into

account the economic benefits for arts organizations

according to the general principles of marketing and

the market, researchers often emphasize more on the

role of being the connection between arts

organizations, artists and audiences; emphasizing

the appropriate approach between audience and

artists and arts organizations - the way the artist

conveys arts and cultural works, products, and

services to the audience, which is, connecting arts to

audiences: “marketing has helped bringing arts to

audiences and audiences to arts” [20].

With the above research points of view, whether

arts marketing is to achieve the goal of satisfying the

needs of the public, the economic goal is not the

number one priority, it is the goal of arts creation.

Arts - the core and fundamental goal of arts

organizations, artists and art managers. From here, it

is possible to generalize about the role of arts

marketing (AM), which is one of the tools to help

arts organizations and artists achieve their goals,

specifically: (AM1) Performing the task of

creativity in arts; (AM2) Establishing the needs of

the audience; (AM3) Meeting the needs of the

audience.

In the study of arts marketing, Robbins, S. et al.

(2006) and Byrnes, JW (2009) emphasize the need

for arts organizations to adapt to market, economic,

political, cultural, social, demographic,

technological and educational changes. Those are

the factors that have immense influence on arts

marketing activities. On the positive side, the above

factors have a direct impact on the development of

arts organizations; promoting the creativity of arts

organizations and artists in the direction of

diversifying products in accordance with the cultural

and social characteristics of the country and nation

and the trend of international integration in the

cultural field. On the negative side, these factors can

obscure arts creation goals of arts organizations and

artists if it is a one-sided orientation, regulation, bias

to serve politics and governance purposes. In

practice in Vietnam as well as in Hanoi, the

influence of economic, political, legal, cultural,

social, and technological factors... on arts marketing

is also shown according to the general principle and

is an issue that needs to be researched and

synthesized to serve policy making appropriately.

2.1 Economic, Political and Legal Factors

(EPL)

- Firstly, with developed economic conditions,

people's material life has been improved, which is

the basis for people to have conditions to pay for

their arts enjoyment needs; people are willing to pay

for the need to enjoy arts in proportion to their

income level (EPL1).

Vietnam has been in the process of reforming

from a subsidized and centrally planned economy to

a socialist-oriented market economy. With the

appearance of many economic sectors, Vietnam's

international economic integration process is

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deepening and becoming stronger, contributing to

promoting the development of the economy.

Vietnam's per capita income in the 2011-2020

period increased by 1.5, reaching 3521 USD/person

in 2020 [5], of which Hanoi is the locality with a

large contribution out of 63 localities, with over

10% of GDP for the country's economy.

The economy is developing at a strong speed,

the GDP of the country has achieved very

spectacular results that have created conditions for

the investment of the national budget and the budget

of Hanoi city in the field of arts. When economic

conditions develop, people's material life is

constantly improved, which is the basis for people to

have conditions to pay for the need to enjoy arts;

willing to pay for their need to enjoy arts in

proportion to their income to improve their quality

of life. The competitive environment leads to the

birth of an arts market that is diverse in terms of

products, quality and prices; Arts marketing is

promoted, thereby contributing to better meet the

demand for arts enjoyment of the capital's general

public. At the same time, it also creates certain

positive effects on creativity process in arts.

The demand for arts enjoyment, the need to

improve the quality of life of the public has grown

along with the development of the economy, which

has made important contributions to promoting the

arts market to become rich in forms and diverse in

methods in a competitive environment. Besides the

positive impacts, the market economy mechanism is

also the environment that causes negative impacts to

the arts field. Many arts programs pursue profit

goals, even satisfying the erroneous entertainment

needs of some audience groups, while ignoring the

aesthetic values, fine customs and traditions of the

nation. This leads to "disasters", "deviations" in arts.

- Secondly, the guidelines of the Party and the

strategy of the Government of Vietnam on the

development of culture and arts promote the role of

competitive orientation for development of arts

organizations (EPL2).

The political system of Vietnam is characterized

by the fact that the Communist Party of Vietnam

leads the State and the whole society [24]. The Party

leads by setting guidelines for national development

in each field, and these guidelines are

institutionalized by the State into a legal norm to be

implemented in practice.

In the field of arts and culture in the renew

period, the Party's orientation was set forth in 1998

with the affirmation: "Culture is the spiritual

foundation of society, both a goal and a driving

force to promote socio-economic development" and

"Economic construction and development must aim

at cultural goals, for a fair and civilized society, for

comprehensive human development. Culture is both

the result of the economy and the driving force of

economic development. Cultural factors must be

closely linked with social life and activities in all

aspects of politics, economy, society, law and

discipline” [4].

The above goals and views on culture have

marked an important step forward in the process of

developing and perfecting the Party's theory of

culture, orienting cultural development in the

context of the country's international integration and

development socialist-oriented market economy.

This is a favorable condition for arts organizations

and artists to implement creative ideas and compete

for development in the field of arts. Arts marketing

is also popularly done since then.

- Thirdly, the laws and policies of the State

regulate the operation of arts organizations in

competitive development (EPL3).

The State uses legal tools and policies to

manage and regulate social activities. Laws, policies

on arts and culture as well as other socio-economic

policies are "expressed in the form of legal norms

promulgated by competent state agencies and

uniformly implemented within micro-national, local;

orient and regulate the socio-economic development

of the country and the locality” [15].

The main legal instruments, cultural and artistic

policies of Vietnam today related to arts activities of

theaters including the Decree on Regulations on

Performing Arts Activities [11], Planning overall

development of performance arts to 2020,

orientation to 2030 [17], Strategy for development

of Vietnam's cultural industries to 2020, vision to

2030 [18], The Strategy for Cultural Development

to 2030 [19], Policy to encourage socialization for

activities in the culture field [9], Regulations on the

autonomy mechanism of public State-owned

organizations [10]… The above legal documents and

policies are promulgated on the principle of

complying with the guidelines of the Communist

Party of Vietnam on arts and culture field; play the

role of regulating the activities of arts organizations

in an appropriate form to develop these

organizations in accordance with the general plan on

the national network of cultural and arts

organizations.

This role clearly shows the impact value, mainly

the administrative impact. It is the regulation to

ensure that arts organizations operate in the

direction of developing competition; in order to

realize the objectives of state management, to

establish and maintain stability and order in the

development of arts organizations within the

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country. Arts marketing as the connection between

arts organizations, artists and audiences is of course

subject to this regulatory influence.

2.2 Cultural, Social and Technological

Factors (CST)

- Firstly, the globalization trend helps arts

organizations diversify their products, actively

create to compete for development (CST1).

Globalization is an objective trend, a living

reality of the world that is affecting the development

of all countries and peoples in the world in many

ways. The pressure of globalization on the arts and

culture sector can lead to six outcomes:

Americanization, homogeneity, diversity,

commodification, globalism, and localism [14].

Vietnam is no exception, globalization, cultural

exchange and acculturation is an opportunity for

foreign cultural products to appear in the domestic

media. Over time, it has influenced the concept,

lifestyle and value system that is evident in

Vietnamese society in general and in Hanoi in

particular.

In fact, young people increasingly tend to follow

imported cultural products, which creates great

challenges for the promotion of a nation's traditional

cultural values. Traditional arts forms such as

“tuong”, “cheo” and “cai luong” are increasingly

difficult to attract audiences, especially young

audiences. But that fact is also an opportunity for

competitive arts organizations to develop with

creative and arts products following the trend of

integration. In this case, arts marketing plays a role

in bringing artistic creativity to the audience. On the

other hand, the process of globalization,

international exchange and integration also opens up

opportunities for exchanging, learning and

cooperating among individuals, cultural and arts

organizations in Hanoi. The openness and sharing

have helped artists, managers and arts organizations

learn and apply knowledge and skills on arts and

culture management in the context of Vietnam's

strong development in socio-cultural. The process of

globalization along with cultural exchange and

acculturation not only creates conditions for

Vietnam to select, absorb, and transform cultural

phenomena and values from outside, but on the

contrary, introduce events, works and values of the

culture and arts of the Vietnamese nation in general

and of Hanoi in particular to international friends.

Globalization can also bring challenges to

cultural diversity, and potentially lead to cultural

homogeneity. This is an alarming situation. To

respond to the challenges, which is, “to combat the

negative effects of Americanization,

homogenization and commodification of culture and

arts, countries need to know how to take advantage

of the influences of externalized and adapted to the

particular values and purposes of the country” [7].

- Secondly, the trend of the information society

creates an environment for product promotion and

the development of arts organizations (CST2).

The development of science and technology has

created an information society, which affects all

areas of social life. In the field of arts, the

information society has facilitated marketing

activities, created an environment for product

promotion and the development of competition of

arts organizations. This was emphasized in the

study: “inventions of science and technology and the

development of cinema, radio and television as

popular entertainment media, have had profound

effects on the world of arts” [2].

In Hanoi, along with the development of

economy, culture - society, science and technology

has witnessed a strong development, which creates

opportunities and challenges for the arts field. The

development of television technology, the internet -

home entertainment is a choice that is accepted by

many audiences segmentation because it is

convenient, inexpensive, can satisfy many, and

saves time. ... However, it also encounters certain

limitations compared to direct viewing of arts

programs. This situation leads to many audiences

enjoying entertainment programs at home instead of

going to theaters and cinemas. This is one of the

great challenges that requires managers and people

operating in the fields of culture and arts to focus to

find highly effective solutions. Arts marketing

through the application of social networking

technology/technology platforms will be an

inevitable trend in the information society

environment.

The inventions of science and technology also

created many opportunities for the field of arts.

Modern sound and lighting techniques, versatile

stage design have brought certain effects, improving

the quality of arts shows. Audio and video recording

technology has brought huge revenues to the

entertainment industry. Radio, television, internet,

printing technology,... become effective tools to

promote and transmit arts programs to attract

audiences as well as provide more choices and

opportunities to experience arts to the public, giving

arts organizations many opportunities to reach

audiences.

- Thirdly, the trend of socialization of the

cultural field sets the foundation for arts

organizations to attract resources and compete for

development (CST3).

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Vietnam is in the process of accelerating

administrative reform, moving from a governance

model to a service administration model. Social

subjects are increasingly mobilized to join with the

state to perform public service activities and set

socialization policies in many fields. This is also

suitable with the general trend of the administration

of countries around the world: “The general trend of

national governance and local governance in each

country is to mobilize a lot of participation from

social subjects to build a model of “small state, big

society” [23].

In the field of arts, socialization in the form of

mobilizing social resources for arts development has

been implemented since 1998 according to the

Party's guidelines, viewpoints and cultural goals in

the renovation period [4]. Hundreds of private arts

organizations in Vietnam have been established and

are competing with each other and with state-owned

arts organizations. Arts marketing is now used as a

key and an effective tool to bring arts products to

the audience to increase revenue for arts

organizations and artists. Hanoi and Ho Chi Minh

City, with the largest population of the country, are

the areas with the most arts organizations and the

areas that develop arts marketing.

Table 1. Research theoretical framework

No.

Scales

Level

Economic,

political and legal

factors (EPL)

EPL1. With developed economic conditions,

people are willing to pay for the need to enjoy

arts in proportion to their income.

EPL2. The Party's guidelines and the

Government's strategy on arts development

promote the role of competitive orientation for

development of arts organizations.

EPL3. Laws and policies of the State regulate

the operation of arts organizations in order to

compete and develop

Cultural, social

and technological

factors (CST)

CST1. The trend of globalization helps arts

organizations diversify their products, actively

innovate to compete and develop

CST2. The trend of the information society

creates an environment for product promotion

and the development of competition between

arts organizations

CST3. The trend of socialization of the cultural

sector sets the foundation for arts organizations

to attract resources and develop competition.

Arts Marketing

(AM)

AM1. Accomplish tasks of creativity in arts

AM2. Establish the needs of the audience

AM3. Meeting the needs of the audience

Source: Author compiled, built from the results of the general study

The above research theoretical framework

includes 03 scales, which are the dependent variable

AM, the independent variable EPL, CST with a total

of 9 observed variables. By defining observed

variables and scales, the author designed a research

model and hypothesis on the factors affecting the

arts marketing of theaters to carry out actual

research in Hanoi, Vietnam.

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Research model

Fig 1. Research model

Research hypothesis

H1: Economic, political and legal factors have an

influence on Arts marketing of theaters.

H2: Cultural, social, and technological factors have

an influence on Arts marketing of theaters.

In the above research model, the independent

variables (EPL, CST) affect the dependent variable

(AM) to different degrees based on the evaluations

of the managers and artists in the survey sample,

from that, it shows the actual level of influence of

each factor on the arts marketing of theaters in

Hanoi, Vietnam. This is the task that the author

needs to perform to clarify the relationship between

these variables.

3 Research Methodology

3.1 Case Study Method

The author uses the case study method because the

case study approach is widely recognized as having

the upper hand in testing ideas in practice.

Furthermore, case study research characteristically

emphasizes “depth of study rather than breadth of

study; … Relationships/processes rather than

outcomes and end-products; Holistic view rather

than isolated factors…” [6]. The studied cases are

12 theaters in Hanoi with traditional and

contemporary arts forms; well-run, average, and

below average theaters; central theaters (under the

Ministry of Culture, Sports and Tourism) and local

theaters (under the Hanoi Department of Culture and

Sports).

3.2 Qualitative Method

The author uses qualitative method by collecting

and analyzing secondary data from published

scientific documents. The author distilled the key

research contents into the scales as summarized in

Table 1 and built a research theoretical framework.

In addition to the above scientific documents,

qualitative research is also carried out through

synthesizing and analyzing written opinions of

managers of the Vietnamese culture to clearly see

the reality of arts activities; actual factors affecting

arts marketing of theaters in Hanoi.

3.3 Quantitative Method

The author uses quantitative method through the

process of collecting and analyzing primary data in

the form of surveys and questionnaires. From an

overview of research on arts marketing, the research

scales were determined including: 02 independent

variables with 6 observed variables and 01

dependent variable with 03 observed variables. The

survey consists of 9 questions, which are 9 observed

variables in the scale. All observed variables are

measured by 5-level Likert measure: 1 - Strongly

disagree; 2 - Disagree; 3 - No comments; 4 - Agree;

5 - Strongly agree (Table 1).

The author conducted an official investigation at

12 theaters in Hanoi. The survey was conducted

selectively including 50 managers and 150 artists

with more than 3 years of experience in 12 theaters

in Hanoi, Vietnam. First, the author conducts a

preliminary interview to find out information and

probe the consent of the interviewees. The survey

results were 180 people who agreed to answer (50

managers and 130 artists) and 180/180 valid answer

sheets. The survey sample characteristics are shown

in Figure 1 and Table 2 below.

Economic, political and legal

factors (EPL1, EPL2, EPL3)

Cultural, social and

technological factors

(CST1, CST2, CST3)

Arts Marketing

(AM1, AM2, AM3)

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Fig. 2: Survey samples’ characteristics

Source: Author’s survey results

Table 2. Survey samples’ statistics

Gender * Position * Time Crosstabulation

Count

Time

Position

Total

Manager

Artist

3-5 years

Gender

Male

Female

Total

6-10 years

Gender

Male

Female

Total

> 10 years

Gender

Male

Female

Total

Gender

Male

Female

Total

127

180

Source: Author’s survey results

The characteristics of the survey sample show

that the majority of managers and artists (150/180

people, accounting for 83.3%) who have more than

5 years of working experience, have experienced the

marketing policies of the theater that they work for.

This is a positive factor that helps increase the

reliability of the survey responses.

4 Research Findings

The author tests the scale to identify the reliability of

the observed variables in the model. The test results

show that all 9 observed variables have reliability

when meeting the standard conditions:

Cronbach'alpha > 0.6; Corrected Item-Total

Correlation > 0.3 [12].

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Table 3. Scale test results

No.

Scales

Observed

variables

Reliability

coefficients

(Cronbach’ Alpha)

The correlation

coefficient of the

smallest total variable

Economic, political,

and legal factors (EPL)

EPL1, EPL2,

EPL3

.813

EPL1 = .655

Cultural, Social,

Technological factors

(CST)

CST1, CST2,

CST3

.732

CST1 = .389

Arts Marketing (AM)

AM1, AM2, AM3

.691

AM2 = .486

Source: Author’s survey results

With qualified test results, the 9 observed variables

in the model continue to be used to analyze, evaluate the conclusions and test the research

hypothesis, shown in Tables 4 and 5 below.

Table 4. Variables’ statistics

Minimum

Maximum

Mean

Std. Deviation

Economic, political and

legal factors (EPL)

EPL1

180

3.86

.799

EPL2

180

3.79

.798

EPL3

180

3.66

.886

Cultural, social and

technological factors (CST)

CST1

180

3.80

.842

CST2

180

3.76

.882

CST3

180

3.67

.891

Arts Marketing (AM)

AM1

180

3.80

.787

AM2

180

3.72

.922

AM3

180

3.79

.857

Valid N (listwise)

180

Source: Author’s survey results

Table 4 shows the respondent's rating for each

observed variable that has reliability with Mean > 3,

in which the observed variable EPL3 has the lowest

mean: Min (EPL3) = 3.66; the standard deviation of

the observed variable EPL3 is the highest in the EPL

scale, with Std.(EPL3) = .886, showing the large

dispersion of the survey responses for the observed

variable EPL3 in the data set. With the method of

calculating the mean of the observed variables AM

= Mean (AM1, AM2, AM3); EPL = Mean (EPL1,

EPL2, EPL3); CST = Mean (CST1, CST2, CST3),

the author tested the correlation of 3 variables in the

model: dependent variable (AM) and two

independent variables (EPL, CST).

Table 5. Correlation between variables

Descriptive Statistics

Mean

Std. Deviation

EPL

3.7667

.70724

180

CST

3.7407

.70342

180

3.7722

.67359

180

Correlations

EPL

CST

EPL

Pearson Correlation (r)

.186*

.617**

Sig. (2-tailed)

.012

.000

180

CST

Pearson Correlation (r)

.186*

.192**

Sig. (2-tailed)

.012

.010

180

Pearson Correlation (r)

.617**

.192**

Sig. (2-tailed)

.000

.010

180

*. Correlation is significant at the 0.05 level (2-tailed).

**. Correlation is significant at the 0.01 level (2-tailed).

Source: Author’s survey results

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Table 5 shows that there is a positive

relationship between two independent variables

(EPL, CST) and dependent variable (AM)

expressed by the coefficient 0 < r < 1. The impact

of Economic, Political and Legal Factors (EPL) on

Arts Marketing (AM) with r = 0.617 is stronger

than that of Cultural, Social and Technological

Factors (CST) with r = 0.192.

5 Conclusions and Recommendations

The results of analyzing and testing the above data

show that Economic, political and legal factors

(EPL) and Cultural, social and technological

factors (CST) all have an impact on Arts Marketing

(AM) of theaters in Hanoi, Vietnam. Economic,

political, and legal factors (EPL) have a stronger

impact on Arts Marketing (AM) (r = 0.617). The

hypotheses H1, H2 are accepted, the research

objective is to be carried out are the practical basis

for the author to suggest policies for Vietnam's art

managers:

- Firstly, theaters located in Hanoi capital need

to well implement the policy of diversifying and

streamlining arts products in accordance with the

needs and economic conditions of the people in

order to maximize economic resources for arts

creating purposes.

The statistical results of the average value of

the observed variables (Table 4), the value Max

(EPL1) = 3.86 show that: People's economic

conditions are the most decisive factor to their need

to enjoy arts. With the improvement of economic

conditions, people's material life is improved,

which is the basis for people to have conditions to

pay for the need to enjoy arts; people are willing to

pay for the need to enjoy arts in proportion to their

income level. When people's need to enjoy arts is

met with appropriate arts products, it will

inevitably be a favorable factor for marketing not

only to realize the goal of exploiting economic

resources from the public, but also is the driving

force for arts organizations to create and diversify

products in line with social realities.

- Secondly, from the survey results, this study

confirms: Theaters in Hanoi have favorable

conditions to carry out arts marketing activities

when Hanoi is a locality with developed economic

conditions, per capita income in the highest group

in Vietnam. Theaters in other localities of Vietnam

need to pay attention to the economic conditions

and income levels of local people when performing

arts marketing activities.

In addition to the obtained results, the

limitation of this study is that it only evaluates the

influence of external environmental factors on the

arts marketing of theaters in Hanoi capital,

Vietnam. Therefore, the author recommends that

for the following studies, it is necessary to conduct

studies to evaluate the impact of internal

environmental factors on the arts marketing

activities of theaters in Hanoi to get a more

comprehensive assessment, as a basis for planning

and implementing policies on management and

development of theaters in general and arts

marketing in particular.

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450

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WSEAS TRANSACTIONS on ENVIRONMENT and DEVELOPMENT

DOI: 10.37394/232015.2022.18.43

Nguyen Thi Anh Quyen

E-ISSN: 2224-3496

451

Volume 18, 2022