Mezigenerační srovnání spotřebitelského chování na trhu hudebních festivalů

Abstract

This bachelor’s thesis focuses on an intergenerational comparison of consumer behavior in the music festival market, specifically targeting Generations Y and Z. The aim of the thesis is to analyze and compare the behavior of these generations and to identify key differences in their decision-making processes when selecting and attending music festivals.

The theoretical part defines the fundamental concepts of consumer behavior, the factors influencing it, and the various models of consumer decision-making. It also addresses the characteristics of the music festival market, its development, classification, and current trends. Additionally, it includes a description of Generations Y and Z.

The practical part is based on quantitative research conducted through an online questionnaire survey. The collected data were analyzed in order to identify differences in festival attendance frequency, factors influencing festival selection, spending behavior, and preferences related to services and experiences.

Based on the findings, the thesis identifies differences between the generations and proposes recommendations for music festival organizers that may contribute to more effective targeting and increased visitor satisfaction.