How Does Scarcity Marketing Influence Consumer Behavior in Ticket Sales for The Live Entertainment Industry?
Abstract
Ensuing the surge of the global live music industry, demand for concerts has escalated and led to the phenomenon of ticket wars—displayed through hypercompetition between consumers when purchasing tickets. By nature, concerts and music festivals have a state of scarcity due to the quota for the attendees to ensure safety protocols in venue occupancy. Scarcity marketing tactics are displayed through the implementation of price tiering in ticket sales. In recent years, the market in Indonesia has shown drastic growth as shown through the demands of consumers from multiple sold-out shows. Scarcity marketing plays a significant role in the succession of ticket sales for many concerts held. In understanding consumer behavior, several questions are raised: How does specific implementation of scarcity marketing influence consumer behavior and perception of the value and urgency in live event ticket sales? Does the application of scarcity marketing raise any unethical concerns related to the fairness of ticket sales for consumers? How do emotions triggered by scarcity marketing link to consumer behavior in live event ticket purchases? This paper aims to understand further consumer behavior regarding live event ticket sales and how they perceive the value of the ticket through qualitative research. Findings through literature review and interviews have shown the correlation between scarcity, consumer behavior, and the emergence of scalpers. Scarcity seemed to influence consumer perception, resulting in a higher perceived value and desirability/demand. Although high enthusiasm brings revenue for the promoters and event organizers, this prompts unethical practices through the presence of scalpers and unauthorized ticket resellers, acknowledging the opportunity to resell tickets for a higher price. Thus, to respond to this issue, suggestions are made to prevent unethical concerns and provide recommendations for promoters and event organizers in the effective utilization of scarcity marketing tactics.
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