Table 2.

Buyer Personas.

Buyer Personas of Macerata Opera Festival
	Mauro Giacomini	Federico Antogirolami	Chiara Stortoni	Agnes Wurdistrow	Michele Auditore
Age	50	25	70	43	70
Gender	Male	Male	Female	Female	Male
Residence	Macerata	Province of Macerata	Milan	Germany	Ancona
Family	Married with 2 children.	Single with modest origins.	Husband retired, daughter independent	Single	Widower, lives with daughter and cat.
Education	Master’s degree.	Student at the Academy of Fine Arts of Macerata.	High school graduation	Master’s degree.	High school graduation
Job	Accountant	None	Entrepreneur and seamstress.	Lawyer.	Former bus driver, working in office, after losing the use of his legs in an accident
Salary	Very high	Very low (parents’ support).	Medium-high	High	Medium-low
Computer skills	Very high	Average	Low	Very high	Medium-high
Hobbies/Passions	Classical music, fine food and wine	Various art forms and music genres	Theater, opera, books (culture in general)	Classical and experimental theater	He runs a blog about music
Fears	His family does not share his passion for opera.	Opera seen as too "high” culturally therefore exclusive.	Used to attend La Scala theater, she thinks that the Sferisterio is addressed to an uneducated audience and that the productions are not of high quality.	Indecision about the type of travel, fear of postponement due to bad weather, fear of having to give up at the last minute for work, increasing prices over the years.	Living with disabilities in a bad way, fears that the Sferisterio is not adequately equipped to welcome people with his condition.
Needs	To improve time management between work and free time, to spend more time with his family.	Flexibility of schedule and low cost	To be informed about the world of opera and books.	Combine passion for theater with a need for social interaction.	To participate in more music events but needs to be accompanied.
What he is looking for Macerata Opera Festival:	Quality artistic productions and combination with wines.	Part-time work, useful both to earn money and to deepen your studies in the theatrical field.	An alternative to La Scala to attend an opera while on vacation i n the Marche.	Top tier works intended for an international audience.	Musical performances, easily accessible to people with disabilities (at reduced prices).
How to reach him:	Offline advertising in the city, email, and social channels.	Digital channels and collaboration with the academy.	Email and offline contact through the book club of which she is a member.	Email, social and regional tourism information channels.	All digital channels, agreements with organizations and associations for disabled people.
How to build loyalty:	Invitations to aperitifs, creation of works for the whole family.	Invitations to rehearsals, backstage tours and steep discounts.	Frequent and personalized updates, conventions with accommodation facilities and tourist activities at a regional level.	Increase the quality of the shows without raising prices and propose packages opera + tourism.	Priority to people in his condition, dedicated shows, and collaborations with non- profit organizations.