What Drives Attendance in a “Real-world Renaissance”?

Abstract

This thesis explores the motivational factors that drive attendance at Location-Based Entertainment (LBE) events and attractions - such as amusement parks, concerts, and cultural festivals - in an increasingly digitalized society. Drawing on qualitative data from six focus group interviews with recent visitors to Liseberg and the Göteborg Film Festival, the study identifies key psychological, social, and structural drivers behind attendance decisions.

The findings reveal two dominant motivational domains: experience-driven and social-driven motivations. Visitors are drawn to LBEs for their immersive, emotionally engaging environments, the opportunity to escape everyday routines, and the chance to create shared memories with others. The physical presence, ambiance, and multisensory nature of LBEs are perceived as offering a richer, more focused experience than digital alternatives.

The study introduces the concept of a “Real-world Renaissance” – a renewed appreciation for tangible, in-person experiences as a counterbalance to the convenience and isolation of digital entertainment. This shift is especially pronounced in the wake of the COVID-19 pandemic and the rise of streaming and virtual platforms.

In addition to intrinsic motivations, the research highlights the influence of norms and traditions, as well as facilitators (e.g., accessibility, affordability, flexibility) and constraints (e.g., planning fatigue, crowding, digital convenience). These factors either enable or hinder attendance, regardless of interest.

A conceptual model is proposed to illustrate how these motivational, normative, and structural elements interact. The study offers actionable insights for LBE organizers and marketers seeking to align their offerings with evolving visitor expectations and to design experiences that resonate in a digital-first world.