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University students consume live music; however, almost 40% declare that they have never attended a flamenco show, an intangible heritage of humankind. Numerous studies have shown that cultural capital and socioeconomic profile, among other factors, are variables that influence cultural consumption, and therefore, cultural sustainability. Considering the relationship between several variables, this paper pursues a double objective. On the one hand, identifying the factors that influence attendance at flamenco shows, and on the other, proposing a predictive model that quantifies the likelihood of an individual attending a flamenco show. To this end, we analyse flamenco consumption by means of a survey conducted on 452 university students, using Multilayer Perceptrom (a non-parametric model), a methodology based on an artificial neural network. Our results confirm the importance of cultural capital, as well as personal and external factors, among other. The findings of this research work are of potential interest for management and planning of cultural events, as well as to promote cultural sustainability.

Cultural Sustainability in University Students’ Flamenco Music Event Attendance: A Neural Networks Approach