Tantsuklubi kuvand ja treeningmotiivid tantsijate seas
Date
2010
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Tartu Ülikool
Abstract
Description
The Image of DanceAct and the Motives for Training Among Dancers
The aim of this thesis was to study the image of a dance studio with about 1800 members
from all over Estonia. Due to the popularity of the dance studio it was assumed that the image
of the club among the dancers is mostly positive and that the dancers are highly motivated,
but still the particular reasons for training may differ notably. Therefore my goal was to
examine these reasons and come to the conclusion whether the image depends on the
motivation of the dancers.
To reach this objective, five questions were raised:
• Which are the most common reasons for training?
• What influences the dancers’ motives?
• Do differently motivated dancers share the image of the dance studio?
• What do the teachers and the owners think of the image of the studio among the
dancers?
• How are motivation and image related?
The methods used in this thesis were a survey that included Osgood’s semantic
differentiation, and the semi-structured expert interview. 104 dancers took part in the survey
and three teachers were interviewed.
The first part of the thesis gives an overview of different theories on the subjects of
motivation and image. Richard Ryan and Edward Deci’s self-determination theory, Albert
Bandura’s social cognitive theory and William Atkinson’s theory of achievement motivation
were disserted; the ideas of Marita Vos, Henny Schoemaker, Aune Past and Charles Fombrun
on image were also used. The second part of the thesis concentrates on the qualitative
analysis of the interviews and the statistic analysis of the questionnaires.
The aims of the bachelor’s thesis have been accomplished. After analysing the results it can
be concluded that the image of the dance studio is distinct and strong, and the studio is highly
valued by its members. Irrespective of the motives or the background of the dancers the
studio is perceived as friendly, own, safe and caring. These results confirm the mission of the
studio – to have a strong and personal relationship with each dancer - stated by the owner and
the teachers. The studio has created a positive image for itself through these principles and
values. The thesis also aimed to come up with suggestions for the studio to help improve its
image while keeping its current positive brand.