This paper explores the significance of co-existing and conflicting motives in creative production within rural areas. The financial productiveness of creative activity is investigated in the varying levels of artistic and economic tension seen in the creation of visual art. In this situation, the intrinsic desire to engage in the creative process may work in opposition to economic perspectives, such as an extrinsic appreciation of rewards gained from the finished product. Intrinsic and extrinsic motivation framework (Amabile, Hill, Hennessey & Tighe, 1994) and self-determination theory (Deci & Ryan, 2002) are used to identify the paradoxical motives experienced by artistic entrepreneurs operating in rural areas. Findings identify the four main motivational factors for such artistic entrepreneurs as: income, recognition, self-fulfilment and lifestyle. In order to balance these perspectives three main balancing strategies are evidenced, producing high satisfaction and lower income, medium satisfaction and higher income and low satisfaction and medium income. These strategies are used by artistic entrepreneurs to gain both personal satisfaction and financial reward from the production of visual art. They are presented in the concluding section of this paper in relation to current rural strategies, to consider how investment in those who effectively balance motivational tension can contribute to rural economies.
- Rural economy