Motivation trajectory of attending performing arts: The role of knowledge

Zakia Obaidalahe, Nadia Steils

Research output: Contribution to journalArticlepeer-review


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.

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

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.

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.
Original languageEnglish
Pages (from-to)5-18
Number of pages14
JournalArts and the market
Issue number1
Publication statusPublished - 2018


  • Cultural services
  • General knowledge
  • Motivation trajectory
  • Specific knowledge


Dive into the research topics of 'Motivation trajectory of attending performing arts: The role of knowledge'. Together they form a unique fingerprint.

Cite this