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Motivation trajectory of attending performing arts: the role of knowledge

Zakia Obaidalahe (Department of Marketing, IAE de Lille, Lille, France)
Nadia Steils (Universite de Namur, Namur, Belgium)

Arts and the Market

ISSN: 2056-4945

Article publication date: 8 May 2018

1156

Abstract

Purpose

This study concerns the attendance motivations for cultural services based on the audience’s level of knowledge. The purpose of this paper is to define the role played by general knowledge (e.g. cultural education) and specific knowledge (e.g. communication around a cultural product) in the attendance motivation trajectory of a cultural service.

Design/methodology/approach

The study uses in-depth interviews with 20 visitors to two public theatres, one in Belgium and one in France.

Findings

The results identify a tripartite motivation in the decision to attend a performance, corresponding to four visitor segments defined according to their level of general and specific knowledge.

Originality/value

The recommendations arising from the study are that potential audience members be targeted according to their particular profile and that their cultural tastes be developed by raising their level of general knowledge, an element that goes beyond the suggested motivation trajectory.

Keywords

Citation

Obaidalahe, Z. and Steils, N. (2018), "Motivation trajectory of attending performing arts: the role of knowledge", Arts and the Market, Vol. 8 No. 1, pp. 5-18. https://doi.org/10.1108/AAM-02-2017-0001

Publisher

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Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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