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[{"key": "dc.contributor.author", "value": "Oksanen, Maria", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2013-07-09T19:52:27Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2013-07-09T19:52:27Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2013", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1272267", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/41884", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "T\u00e4m\u00e4n tutkimuksen tavoite oli selvitt\u00e4\u00e4 miten kulttuuritapahtuman yleis\u00f6pohjaa voidaan laajentaa ja millaisia syit\u00e4 tapahtumissa k\u00e4ym\u00e4tt\u00f6myydelle on. Tarkastelun kohteena olivat kaupunkifestivaali Jyv\u00e4skyl\u00e4n Kes\u00e4n k\u00e4vij\u00e4t ja erityisesti ei-k\u00e4vij\u00e4t. Jyv\u00e4skyl\u00e4n eri alueilla jaetun kyselylomakkeen avulla pyrittiin selvitt\u00e4m\u00e4\u00e4n syit\u00e4 tapahtumassa k\u00e4ym\u00e4tt\u00f6myydelle ja samalla my\u00f6s edellytyksi\u00e4, joiden kautta tapahtumaan voitaisiin osallistua. Vastaajia pyydettiin my\u00f6s arvioimaan Jyv\u00e4skyl\u00e4n Kes\u00e4n imagoa ja tiedotuksen onnistuneisuutta. Kyselyyn saivat vastata sek\u00e4 tapahtumaan joskus osallistuneet, ett\u00e4 ne jotka eiv\u00e4t ole koskaan osallistuneet. Monista kulttuurialan ei-k\u00e4vij\u00e4tutkimuksista poiketen n\u00e4k\u00f6kulma ei nojaudu k\u00e4vij\u00f6iden ja ei-k\u00e4vij\u00f6iden pelkk\u00e4\u00e4n demografiseen luokitteluun, vaan on syy-yhteyksi\u00e4 selvitt\u00e4v\u00e4.\r\nKyselyyn vastanneet jaoteltiin tapahtuman ei-k\u00e4vij\u00f6iksi ja k\u00e4vij\u00f6iksi sen mukaan kuinka tuttu Jyv\u00e4skyl\u00e4n Kes\u00e4 heille oli ja kuinka usein he olivat tapahtumaan osallistuneet. Kyselyyn vastanneista 55 % luokiteltiin n\u00e4ill\u00e4 perusteilla ei-k\u00e4vij\u00f6iksi ja 45 % k\u00e4vij\u00f6iksi. Kysely tavoitti hyvin juuri tapahtuman ei-k\u00e4vij\u00e4t ja varsinkin alle 30-vuotiaat vastasivat kyselyyn aktiivisesti ja antoivat kehitysideoitaan tapahtumalle. Jyv\u00e4skyl\u00e4n Kes\u00e4n tyypillisimp\u00e4\u00e4n k\u00e4vij\u00e4ik\u00e4luokkaan kuuluvat n. 50\u201360 -vuotiaat vastasivat kyselyyn heikommin. \r\nKyselyn vastausten perusteella Jyv\u00e4skyl\u00e4n Kes\u00e4n ei-k\u00e4vij\u00f6iden yleisimm\u00e4t syyt olla osallistumatta tapahtumaan liittyiv\u00e4t ohjelman kiinnostamattomuuteen, tiedonpuutteeseen sek\u00e4 ajanpuutteeseen. Tapahtuman k\u00e4vij\u00f6iden yleisimm\u00e4t mahdollisen k\u00e4ym\u00e4tt\u00f6myyden syyt liittyiv\u00e4t puolestaan mm. ep\u00e4sopiviin tapahtuma-aikoihin ja \r\n-paikkoihin, ohjelman kiinnostamattomuuteen ja lippujen hintoihin. Kyselyyn vastanneet kertoivat my\u00f6s edellytyksist\u00e4, joiden mukaan he voisivat osallistua tapahtumaan. Ei-k\u00e4vij\u00f6iden t\u00e4rkeimm\u00e4t edellytykset osallistua liittyiv\u00e4t tapahtuman ohjelmaan / esiintyjiin, sopivaan yksil\u00f6lliseen tilanteeseen sek\u00e4 parempaan tiedotukseen. K\u00e4vij\u00f6iden joukossa t\u00e4rkeimm\u00e4t edellytykset liittyiv\u00e4t puolestaan niin ik\u00e4\u00e4n ohjelmaan / esiintyjiin, lippujen hintoihin sek\u00e4 yksil\u00f6lliseen tilanteeseen.\r\nKyselyn tulosten jaottelussa k\u00e4ytettiin apuna Kay, Wong & Polonskyn (2009) faktoreita kulttuuritapahtumissa k\u00e4ym\u00e4tt\u00f6myydelle. Vastausten perusteella ei-k\u00e4vijyys n\u00e4ytt\u00e4isi selittyv\u00e4n monien eri tekij\u00f6iden kautta ja liittyv\u00e4n useimmiten erilaisiin syy-seuraussuhteisiin, aivan kuten my\u00f6s Kay, Wong & Polonskyn (2009) tutkimuksessa esitettiin. Jyv\u00e4skyl\u00e4n Kes\u00e4n ei-k\u00e4vij\u00f6iden osalta erityisesti tiedotuksen lis\u00e4\u00e4minen ja parempi kohdistaminen n\u00e4ytt\u00e4isi olevan avainasemassa, jotta tapahtuma tulisi tutummaksi my\u00f6s uuden yleis\u00f6n parissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Maria Oksanen (maoroksa) on 2013-07-09 19:52:26.648080. Form: Pro gradu -lomake (1 tekij\u00e4) (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake-1-tekijae). JyX data:", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija@noreply.fi) on 2013-07-09T19:52:27Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201307092080.pdf: 435578 bytes, checksum: 883a73afba646c81feadd7ced7bbce2b (MD5)\r\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2013-07-09T19:52:27Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201307092080.pdf: 435578 bytes, checksum: 883a73afba646c81feadd7ced7bbce2b (MD5)\r\nlicense.html: 107 bytes, checksum: a7d86e598caa500b1b433bbb9dc8ef1c (MD5)\r\n Previous issue date: 2013", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto.", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "ei-k\u00e4vij\u00e4", "language": null, "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Miten saadaan uutta yleis\u00f6\u00e4 kulttuuritapahtumaan? : tarkastelussa kaupunkifestivaali Jyv\u00e4skyl\u00e4n Kes\u00e4n ei-k\u00e4vij\u00e4t", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.title.alternative", "value": "Tarkastelussa kaupunkifestivaali Jyv\u00e4skyl\u00e4n Kes\u00e4n ei-k\u00e4vij\u00e4t", "language": null, "element": "title", "qualifier": "alternative", "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201307092080", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.dcmitype", "value": "Text", "language": "en", "element": "type", "qualifier": "dcmitype", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Musiikin laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Music", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Musiikkitiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Musicology", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2013-07-09T19:52:27Z", "language": "", "element": "date", "qualifier": "updated", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": "fi", "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "3051", "language": null, "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "yleis\u00f6tutkimus", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "k\u00e4vij\u00e4t", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kulttuuri", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Jyv\u00e4skyl\u00e4n Kes\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kulttuuritapahtumat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "Jyv\u00e4skyl\u00e4", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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