Analýza spotřebitelského chování na trhu hudebních festivalů

Abstract

This bachelor’s thesis focuses on the analysis of consumer behavior in the music festival market in the Czech Republic. The aim is to identify the key factors that influence visitors’ decision-making when choosing a festival and to propose recommendations for organizers and marketing specialists based on the collected data. The research was conducted through a quantitative questionnaire survey, which was distributed online among respondents with experience attending music festivals.The analysis revealed that the main factors influencing attendance include the music line-up, the festival atmosphere, and ticket price. The findings provide a practical framework for more effective targeting of marketing activities and for optimizing the event offerings by organizers. Furthermore, the thesis contributes to a deeper understanding of Generation Z’s consumer behavior in the context of music festivals.