Predicting the Role of Motivation, Sensation-Seeking, and Constraints in Shaping Visitors’ Intention and Stage of reading to Visit a Folk Theatre

Abstract

Purpose: The study investigates the impact of motivation, sensation-seeking, constraint, and attitude on visit intention and stage of readiness associated with a folk theatre, specifically the Bharata People Theatre. Design/Methodology/Approach: The collected data includes 260 participants in Jakarta using a convenient sampling method. We analysed the collected data through exploratory factor analysis, confirmatory factor analysis, and structural equation modelling. The study tested various hypotheses related to the influence of motivation, sensation-seeking, constraint, and attitude on visit intention and stage of readiness. Findings: The results showed significant relationships between motivation and attitude, motivation and visit intention, sensation-seeking and visit intention and attitude and visit intention. However, the study did not find a significant relationship between constraint and visit intention, motivation and readiness, sensation-seeking and readiness or attitude and readiness. Research, Practical & Social implications: This study contributes to the current knowledge of marketing folk theatres, specifically the Bharata People Puppet Theatre. The study emphasises the significance of motivation, sensation-seeking, and attitude in influencing visitors’ intentions to attend cultural performances. However, the non-significant relationships between constraint and readiness and between attitude and readiness suggest the need for a better understanding of the factors affecting visitors’ readiness to engage in cultural performances. Originality/Value: The study provides valuable insights for theatre managers and marketers to design effective strategies to attract and engage audiences.