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Abstract

Abstract:The aim of the study was to examine the contribution of Planned Behavior Theory in predicting loyalty in recreational dance activities. More specifically, it examines the contribution of knowledge and information in predicting loyalty and the role of dance experience and weekly participation in similar activities. The participants were 254 adult dancers who were involved in recreational dance activities. Loyalty estimation was based on one's intention to participate in dance activities in a society. All participants filled in an anonymous open ended questionnaire based on Planned Behavior Theory, following the procedure recommended by other studies (Ajzen & Madden, 1986; Theodorakis, 1994). The results from the regression analyses indicated that the variables knowledge and information play an important role in predicting one's loyalty to dance activities, thus increasing the prediction percentage. The Anova analyses show that the larger the experience and weekly participation of people in recreational dance activities, the larger the knowledge and information they acquire. In conclusion, it appears that participants' loyalty is influenced by the information and knowledge on these activities.