Why do we go to the cinema?-A qualitative study of cinema attendance motivation in Sweden and Korea
Due to COVID-19 and the penetration of OTT services, the cinema industry is suffering from audience loss. With this contextual change, the question of whether the cinema industry will survive is constantly rising. As motivation is known as the driving force for behaviour, this thesis focuses on the audiences who still visit the cinema and explore their motivations for cinema attendance to find wha
