THEATRE MANAGEMENT IN THE CONTEXT OF THE DEVELOPMENT OF NEW GENERATION TECHNOLOGIES – MANAGEMENT IMPLICATIONS ARISING FROM THE IMPACT OF TECHNOLOGY ON THE SHAPING THEATRE FUNCTIONS

Purpose:The aim of the study is to determine how experts perceive the impact of technology on the shaping of theatre functions from a management perspective, and to identify possible management implications arising from this impact.Design/methodology/approach: The study is qualitative.Empirical data was collected during an expert panel (4 experts) and individual interviews (8 experts).The study is internationalthe sample includes experts from 5 countries.Findings: The experts' perceptions of the impact of technology on the theatre's functions (culture-forming, economic, entertainment, educational, promotional) from a management perspective were determined.A number of management implications were identified as a result of the impact of technology on the functions of the theatre.Revision is required in the areas of availability management, repertoire management, human resources policy, financial management, aesthetic contact management, image management and relationship management with organisers, among others.At the same time, in addition to digital and technological competences, political and change management competences need to be developed.Research limitations/implications: First, the study focused on only five functions of theatre.It can be expected that an increase in the sample size and depth of the study would reveal other functions of theatre that are influenced by technology.It should also be remembered that the study used a purposive sample, so caution should be exercised when trying to generalise the research to the whole population.The research results obtained can form the basis for other art institutions. Practical implications:The results of the study can be taken into account by theatre managers who want to consciously shape the function of the theatre with the help of new technologies.Originality/value: To the authors' knowledge, this is the first research address to the management implications of the impact of technology on the theatre's function.The added value of the study lies in its international scope, which allows for a wider range of analysis.The results of the research can be useful for theatre managers, cultural organisers and providers of new technologies for culture.