Developing Audiences Through Outreach and Education in the Major Performing Arts Institutions of Hong Kong: Towards a Conceptual Framework

The public’s participation rate in performing arts in Hong Kong has historically been low, and the Arts Participation and Consumption Survey in 2018 indicated that the primary reason was ‘a lack of interest’ and that education in the arts could increase public involvement. The survey data clearly indicate the significance of education as a driver to develop future audiences. There are nine major performing arts organisations funded by the Hong Kong government, and they share the responsibility of shaping the performing arts landscape. This study explored the role of outreach and education within these major performing arts organisations and how they impact audience development. In addition to document analysis and fieldwork, the researcher interviewed five cultural leaders from the nine performing arts organisations. The findings of this study indicate that while the organisations’ outreach and education engagement help to achieve various important educational goals, direct impact on ticket sales is not easily quantifiable and may occur in the long run. This study concludes by offering a proposed conceptual framework for outreach and education when they are positioned in non-profit performing arts organisations. The four layers in the proposed conceptual framework involve cognitive, affective, ethical, and behavioural dimensions. It contributes to reframing the conceptualisation of audience development for the performing arts and sheds new light on the future of outreach and education in arts organisations and policymaking in arts and culture, with far-reaching implications for other non-profit cultural organisations in Hong Kong and globally.