Determining residents’ enjoyment of Cantonese opera as their performing arts heritage in Macao

Abstract

This study attempts to empirically investigate Macao residents' perception and enjoyment of their traditional performing arts -Cantonese opera. By examining the relationship between the experiential attributes and intrinsic artistic components of Cantonese opera, this study found that the experiential attributes and intrinsic craftsmanship were significantly correlate and influence on the residents' enjoyment of their traditional performing arts. While the constructs of "identity connection" and "leisure experiential benefits" are found to have significant prediction towards the intrinsic craftsmanship and residents' enjoyment of Cantonese opera, the intrinsic craftsmanship is the strongest latent variable to predict residents' enjoyment. Moreover, the statistical results reveal that Macao residents' consumption experience of Cantonese opera vary with their socio-demographic characteristics, particularly the residents' birthplace and age. This study empirically supports that the experiential attributes associated with tangible cultural heritage can apply to intangible cultural heritage and influence its attractiveness. Some practical and theoretical implications are suggested.

Construction of Leisure Consumer Loyalty from Cultural Identity—A Case of Cantonese Opera

“…As an important part of Cantonese culture, Cantonese opera can stimulate audiences' cultural memory and cultural identity. This kind of cultural identity strengthens the emotional connection between Cantonese opera audiences and Cantonese opera, makes them consume and appreciate this kind of performing art more, and affects their consumption experience of Cantonese opera [35].…”

Does the Flamenco Tourist Exist? Motivation and Segmentation

“…Also, some ethnic groups are attracted to their traditional music, despite not living in their places of origin, because of the connection of their identity to the music [26,27]. Examples would be Cantonese opera, which attracts audiences because of its connection to the identity of the place [28], or traditional Istrian music [29]. But also, more contemporary music, which is already part of the cultural heritage of their places of origin and has a strong connection between the physical place of their roots and music, such as New Orleans and jazz, Argentina and tango, Cuba and rumba [30,31], or more recently, tourism of festivals which attracts fans from all over the world, contributing not only to the tourism industries, but also to the local and regional economic development [32].…”

“…Flamenco is a fusion of North African, Latin American, and Indian influences, plus the contribution of the gypsy community [45]. 'Flamenco has become a classical art, a rich object of modern expressiveness internationally, as well as a formula of artistic elaboration, an applied art of popular nature' [28,46]. This art is Intangible Cultural Heritage of Humanity since November 16, 2010 [47].…”