MARKETING COMMUNICATION STRATEGY FOR INCREASING ATTENDANCE IN CROATIAN THEATERS

This article analyzes marketing communication strategies as a means to increase attendance at Croatian theatres. The study aimed to identify key communication channels and methods that effectively contribute to attracting and retaining audiences, with particular emphasis on integrating traditional and digital approaches in the marketing of cultural institutions. A mixed-methods approach was employed, com-prising a theoretical literature review and an empirical survey of 125 participants from Croatia. Demo-graphic characteristics of respondents, theatre attendance habits, audience motivations, and the use of communication channels for information about performances were analyzed. The results confirm a tri-partite structure of communication channels: word-of-mouth remains the dominant information source (61.6%), while digital channels such as theatre websites (57.6%) and social media (56%) are also important. Nevertheless, 74.4% of respondents believe that Croatian theatres have underdeveloped digital marketing, indicating substantial untapped potential for digital tools in program promotion. Financial incentives were clearly identified as a strong motivator for attendance, with 83.2% of respondents valuing discounts and ticket promotions positively. Although the COVID-19 pandemic had a limited effect on interest in theatre, the adaptation to online formats was judged insufficient, revealing a need for greater digital transformation. The study confirmed the importance of combining traditional and con-temporary communication channels and emphasized the need to professionalize digital marketing, including the development of specialized teams and the allocation of adequate resources. It also high-lighted the importance of a flexible, segmented approach to different demographic groups, particularly the younger audience that was dominant in the sample. Despite certain sample limitations, the research offers valuable guidance for theatre managers and cultural policymakers aimed at increasing attendance and ensuring the long-term sustainability of the Croatian theatre scene through contemporary marketing practices.