Guidance for Doing the Musical Theatre Business in Thailand

Abstract

This research has objectives to study the problems of doing musical theatre business and the challenges
of the business in the future, study consumers’ behavior and demand towards Thai musical theatre,
and study the guidelines for doing this business during the year of 2022 – 2026 The mixed-methodology was
applied for conducting the research by using the interview method for 4 famous music theatre producers,
who are well-known among Thai music theatre consumer. The questionnaire set was used to collect 200
Thai consumers in Bangkok and vicinity, who have aged 18 and older as well as have ever seen musical
theatre. The research results, both qualitative and quantitative research techniques, can use for developing
the guidance for the musical theatre business in Thailand, by using the business function concept, as
‘2 Build – 2 Reduce’ strategies which are: building brand identity and revenue, and also building personnel
skills, knowledge, and ability; reducing cost and business risk. All of these strategies will be better achieved
if entrepreneurs are collaborative within the industry. This study could be a conceptual model for musical
theatre business and also other show businesses in Thailand by 2026 for efficient business operations.