FROM CASUAL TO COMMITTED: ANALYZING MOTIVATORS AND BARRIERS FOR OCCASIONAL PERFORMING ARTS ATTENDANCE IN MACAU

This dissertation explores motivators and barriers that determine attendance practice at Macau’s performing arts events (PAEs) locally.

This study is crucial because Macau’s arts ecosystem faces questions such as being overly tourist-centric rather than targeting local needs, yet cultural sustainability and vitality depend on the attendance of Macau locals. Uncovering these dynamics helps policymakers, organizers, and industry leaders to better tailor future projects, strengthening the crowd’s connection to performing arts events.

After thematic content analysis of 12 in-depth interviews, the top motivators defined are variety & novelty, aesthetics, and cognitive stimulation, while the barriers found include ticketing disparities (scalping, fragmented platforms) and a newly found barrier, risk-averse programming. The research goes against the grain, revealing Macau's rejection of status-inference attendance (distinction motives are relevant to only niche markets), the ageing of official dress codes (they are now youth-led thematic costumes for social sharing), and peer influence as the leader over traditional advertising in driving attendance. The bidding system, awarding art projects to the lowest bidders, reinforced disengagement.

The findings mentioned conclude that in order to sustain Macau’s PAEs, locally-centric measures need to be taken. Such as anti-scalping measures, pre-event guides for niche genres, and tailored bonding-focused programs. These improvements can help strengthen the Macau art ecosystem to serve as inclusive, sustainable community assets.