Analýza motivací a bariér generace Z k návštěvě kulturní instituce

Abstract

The bachelor thesis analyzes Generation Z motivations and barriers to visiting a cultural institution. Attention is paid not only to the general cultural behavior of the young generation, but also to the perception of the DK Akord and DK Poklad cultural houses. The aim of the thesis was to identify the factors influencing Generation Z’s decision-making when visiting cultural events and, based on the obtained results, to propose recommendations for adjusting the marketing mix of AKORD & POKLAD. Data were collected through a questionnaire survey among respondents aged 18–31 from Ostrava and its surroundings and through a semi-structured interview with the company’s marketing manager. The results showed that the main motivations of Generation Z are entertainment, relaxation and the attractiveness of the programme. The more significant barriers include preference for other leisure activities, insufficient awareness of events and time limitations. Based on the results, recommendations were proposed in the areas of programme offer, pricing policy and marketing communication, which may contribute to increasing the attractiveness of the cultural houses for young audiences.