Innovative Approaches for Audience Engagement: The Case of the Opera Escape Room

This research investigates the potential of real-life escape rooms for audience engagement with melodrama through the creation and investigation of an escape room themed La Traviata. Escape rooms have gained interest in heritage to provide engaging experiences for younger generations and have the potential to promote intangible heritage, a prime case being Opera. The findings provide evidence of players' flow experience, positive attitudes and behavioural intentions toward the Opera. The research is relevant for the development of innovative approaches for audience engagement.