Factors Influencing the Intention of Attending Theater Performances: Exploration Study


  • Sri Bramantoro Abdinagoro Bina Nusantara University




theater, performing arts, audience, flow, satisfaction, exploratory study


The phenomenon of theater goers who are not satisfied when watching but at the next show they were still watching, being the opposite of the concept of satisfaction. This research aimed to find the factors that caused people to intend to watch the theater again to answer the phenomenon. The researcher used an exploratory study that focused on exploring important features in the theater performing arts on those who had been watching and who had not watched. In this study, author constructed semi-structured interview questionnaires that were focused on; (1) reason for people watching the theater, (2) theatrical attributes, (3) audience expectation, and (4) audience development. The participants of the exploratory study in this study were; (1) a group of actors and performing arts workers, (2) people who watched the performing arts, and (3) people who did not watch the performing arts. The total participants were 15 persons. From the exploration results with at least 16 keywords or phrases obtained, the researcher analyzes and classifies the keywords and phrases with the same meaning and understanding that exist in each word. There are 8 (eight) constructs formed based on these keyword groupings; theater play, theater reputation, goal achievement, theater atmosphere, satisfaction, flow, intention to watch again, and word of mouth. The results of this exploratory study at the next stage of the research will be the input of the research model.

Plum Analytics

Author Biography

Sri Bramantoro Abdinagoro, Bina Nusantara University

Management Department


Akdede, S. H., & Binatli, A. O. (2017). Analysis of Attendance in Turkish State Theatres: Evidence of the Veblen Effect? Journal of Empirical Studies of the Arts, 35(2), 230–246. doi: 10.1177/0276237416661987.

Ateca-Amestoy, V. (2008). Determining heterogeneous behavior for theater attendance. Journal of Cultural Economics, 32, 127–151. doi: 10.1007/s10824-008-9065-z

Au, W. T., Ho, G., & Chan, K. W. C. (2017). An Empirical Investigation of the Arts Audience Experience Index. Journal of Empirical Studies of the Arts, 35(1), 27–46. doi: 10.1177/0276237415625259.

Bernstein, J. S. (2007). Arts Marketing Insight: The Dynamics of Building and Retaining Performing Arts Audiences. USA: John Willey & Sons Inc.

Boorsma, M., & Chiarawalloti, F. (2010). Arts Marketing Performance: An Artistic-Mission-Led Approach Evaluation. The Journal of Arts Management, Law, and Society, 40(4), 297-317.

Brause, R. (2000). Writing Your Doctoral Dissertation: Invisible Rules for Success. London: Falmer Press.

Chan, M. K., Wing T. A., Hong Kong Repertory Theatre, & Chung Ying Theatre Company. (2017). Developing and Validating a Theater Experience Scale. Journal of Empirical Studies of the Arts, 35(2), 169-193. doi: 10.1177/0276237416662737.

Chan, T. W., & Goldthorpe, J. H. (2007). The Social Stratification of Cultural Consumption: Some Policy Implications of a Research Project. Cultural Trends, 16(4), 373-384.

Colbert, F., & St-James, Y. (2014). Research in Arts Marketing: Evolution and Future Directions. Psychology and Marketing, 31(8), 566–575. doi:10.1002/mar.20718.

Cramer, R. J., Parrott, C. T., Gardner, B. O., Stroud, C. H., Boccaccini, M. T., & Griffin, M. P. (2014). An Exploratory Study of Meta-Factors of Expert Witness Persuasion. Journal of Individual Differences, 35(1), 1–11. doi: 10.1027/1614-0001/a000123.

Cresswell, J. W. (1998). Qualitative Inquiry and Research Design: Choosing among Five Tradition. London: Sage.

Dovaliene, A., & Virvilaite, R. (2008). Customer Value and Its Contribution to the Longevity of Relationship with Service Provider: The Case of Theatre Industry. Engineering Economics, 56(1), 66-73.

Fetters, M. D., Curry, L. A., & Creswell, J. W. (2013). Achieving Integration in Mixed Methods Designs—Principles and Practices. Health Services Research, 48(6), 2134-2156. doi: 10.1111/1475-6773.12117.

Garbarino, E., & Johnson, M. S. (1999). The Different Roles of Satisfaction, Trust, and Commitment in Customer Relationships. Journal of Marketing, 63(2), 70-87.

Goulding, C. (2002), Grounded Theory. California: Sage Publication.

Gumesson, E. (1991). Qualitative Methods in Management Research. California: Sage Publication Inc., CA.

Hager, M. A., & Winkler, M. K. (2012). Motivational and Demographic Factors for Performing Arts Attendance across Place and Form. Nonprofit and Voluntary Sector Quarterly, 41(3), 474–496. doi: 10.1177/0899764011411095.

Hausmann, A., & Poellmann, L. (2013). Using social media for arts marketing: theoretical analysis and empirical insights for performing arts organizations. International Review on Public and Nonprofit Marketing, 10(2), 143–161. doi: 10.1007/s12208-013-0094-8.

Hume, M., & Mort, G. S. (2008). Satisfaction in Performing Arts: The Role of Value? European Journal of Marketing, 42(3/4), 311-326. doi: https://doi.org/10.1108/03090560810852959.

Hume, M., & Mort, G. S. (2010). The consequence of appraisal emotion, service quality, perceived value and customer satisfaction on repurchase intent in the performing arts. Journal of Services Marketing, 24(2), 170-182. doi: https://doi.org/10.1108/08876041011031136.

Johnson, M. S., & Garbarino, E. (2001). Customers of Performing Arts Organisations: Are Subscribers Different from Nonsubsribers? International Journal of Nonprofit and Voluntary Sector Marketing, 6(1), 61-77.

Latulipe, C., Carroll, E. A, & Lottridge, D. (2011). Love, Hate, Arousal and Engagement: Exploring Audience Responses to Performing Arts. CHI '11 Proceedings of the SIGCHI Conference on Human Factors in Computing Systems. Vancouver, BC Canada. pp 1845-1854.

Louise, R. (2004). The Meaning of Home Care and Caring for Aging Relatives at Home, The Haitian Canadian Primary Caregivers Perspectives. Dissertation. Vancouver: School of Nursing, The University of British Columbia.

Malhotra, N. K. (1999). Marketing Research: an applied approach. New Jersey, USA: Pearson Education Inc.

Markusen, A., & Brown, A. (2014). From Audience to participants: new thinking for the performing arts. Análise Social, 49(213), 866-883.

Riantiarno, N. (2011). Kitab Teater: Tanya Jawab Sekitar Seni Pertunjukan. Jakarta: Grasindo.

Petr, C. (2007). Why Occasional Theatregoers in France Do Not Become Subscribers. International Journal of Arts Management, 9(2), 51-61.

Poon, J. P. H., & Lai, C. A. (2008). Why are Non-profit Performing Arts Organizations Successful in Mid-sized US Cities? Urban Studies Journal, 45(11), 2273–2289. doi: 10.1177/0042098008095868.

Preece, S. B. (2011). Performing Arts Entrepreneurship: Toward a Research Agenda. The Journal of Arts Management, Law, and Society, 41(2), 103-120.

Preece, S. B., & Johnson, J. W. (2011). Web Strategies and the Performing Arts: A Solution to Difficult Brands. International Journal of Arts Management, 14(1), 19-31.

Radbourne, J., Johanson, K., Glow, H., & White, T. (2009). The Audience Experience: Measuring Quality in the Performing Arts. International Journal of Arts Management, 11(3), 16-29.

Scharbo-DeHann, M. (1993). The Experience of Menopause, a Feminist Interpretation Study. Dissertation. Georgia: School of Nursing, Georgia University.

Scollen, R. (2008). Regional Voices Talk Theater; Audience Development for the Performing Arts. International Journal of Non-Profit and Voluntary Sector Marketing, 13(1), 45-56.

Sekaran, U. (2003). Research Methods for Business (4th Eed.). New Jersey: John Willey & Sons, Inc.

Suprawito. (2002). Strategi Komunikasi Pemasaran Seni Pertunjukan Tradisional, Studi Terhadap Strategi Komunikasi Pemasaran Seni Pertunjukan Tradisional Kementerian Kebudayaan dan Pariwisata RI. Thesis. Depok: Fakultas Ilmu Sosial dan Ilmu Politik, Universitas Indonesia.

Swanson, S.R. J., Davis, C., & Zhao, Y. (2008). Art for Art’s Sake? An Examination of Motives for Arts Performance Attendance. Nonprofit and Voluntary Sector Quarterly, 37(2), 300-323. doi: 10.1177/0899764007310418.

Thurston, S. C. (2005). An Exploration of Family Interactions and Male Juvenile Sexual Offending: A Qualitative Study. Dissertation. Texas: Texas Woman’s University.

Troilo, G., Cito, M. C., & Soscia, I. (2014). Repurchase Behavior in the Performing Arts: Do Emotions Matter without Involvement? Psychology and Marketing, 31(8), 635–646. doi:10.1002/mar.20724.

Turbide, J., & Laurin, C. (2009). Performance Measurement in the Arts Sector: The Case of the Performing Art. International Journal of Arts Management, 11(2), 56-70.

Venkatesh, V., Brown, S. A., & Bala, H. (2013). Bridging the Qualitative-Quantitative Divide: Guidelines for Conducting Mixed Methods Research in Information Systems. MIS Quarterly, 37(1), 21-54.

Wen, W. J., & Cheng, T. C. (2013). Performing arts attendance in Taiwan: who and how often? Journal of Cultural Economics, 37, 309–325. doi: 10.1007/s10824-012-9180-8.

Zikmund, W. G. (2000). Business Research Methods (6th Ed.). USA: The Dryden Press, Harcourt College Publishers.



Abstract 821  .
PDF downloaded 1124  .