Достойный, образовательный, современный: двухфакторная шкала измерения установки на посещение театра оперы и балета
This research aimed to develop of scale for measuring of attitude to opera and ballet theatre. Unlike existing research on aesthetic attitudes, this paper develops scale, measuring attitude to a theatre, but not to its repertoire. The paper considers fashion is the attitude’s dimension and proposes the set of indicators measuring fashion appear in the visitors’ attitude. This study extends existing knowledge about the attitude to high culture institution and answers the question about the effectiveness of the theatre’s marketing communications. Empirical data comes from two research projects consisting of in-depth interviews and surveys. Study 1 aimed to develop the scale based on in-depth interviews, Likert’s procedure, principal component analysis and confirmatory factor analysis. The goal of Study 2 was to evaluate the scale with a bigger sample and to check the scale’s validity. Confirmatory factor analysis reveals a two-dimensioned model of the disposition showing the good fit of the model to empirical data in both studies. The fashion dimension is statistically significant. As a result, a 13-item scale was developed and evaluated, showing the attitude to the theatre divided into two subscales. The first one reflects theatre as a source of personal development, exciting and knowledge. The second one displays the attitude to the theatre’s popularity. The directions of further work are discussed.