Analýza postojů spotřebitelů k hudebním festivalům

Abstract

This bachelor thesis deals with the analysis of consumer attitudes towards music festivals. The aim of the thesis is to identify the circumstances and preferences that influence consumers' decision-making regarding attendance, focusing on the main motivations that lead individuals to attend festivals and the barriers that prevent them from doing so. The theoretical part of the thesis covers consumer behavior, decision-making processes, attitudes, and the characteristics of the music festival market. The practical part is based on quantitative marketing research conducted via an online questionnaire survey. The questionnaire focused on the frequency of attendance, ticket purchasing behavior, information sources, consumer spending, and reasons for non-attendance. The partial objectives examined the relationship between gender and age and the preferred type of festival, the connection between education and attendance frequency, the influence of income level on spending behavior, factors influencing festival selection, and the impact of the availability of companionship. The findings of the research can serve as a basis for further analysis and recommendations for festival organizers.