Is Government Procurement an Effective Policy to Improve Performing Arts Attendance and Audience Satisfaction? Evidence From China

The government procurement of live performances is an innovative practice in China. Based on the data of a first-hand questionnaire survey ( N = 2777) in China, econometric methods such as the zero-inflated negative binomial model are used for evaluation. The results indicate that the low-income, the low-education, and the elderly constitute the essential attendees of performances provided through government procurement, among which people with low income demonstrate higher satisfaction levels. This to some extent reflects that the government procurement of performances effectively expands artistic exposure, especially among vulnerable groups. Meanwhile, challenges including insiders’ advantages and the supply-demand mismatch have been identified. Overall, Chinese practice demonstrates that the government procurement of performances is a policy worthy of further exploration and promotion, and may offer enlightenment for countries worldwide regarding performing arts subsidies.