Typologie návštěvníků hudebního festivalu

Abstract

The theme of this master's thesis is the typology of visitors at the Rock for People music festival. The primary objective of the work is to propose a typology of visitors for this specific festival, characterize the individual groups in detail, and define suggestions and recommendations for the organizers based on these findings. A secondary goal of the research is to identify the factors that differentiate individual visitor segments with regard to their motives for attending and their preferences. The primary data utilized for this research were obtained from a questionnaire survey completed by 950 festival visitors and were analyzed using factor and cluster analysis. The research found that although the musical program is the decisive impulse for attendance for the majority of visitors, its significance decreases with increasing age and number of previous attendances, being replaced by the overall atmosphere of the event. Visitors were categorized into three distinct segments: Engaged Fans, Easy-going Visitors, and Music-oriented Visitors. Suggestions and recommendations for the festival organizers, considering the specifics of these visitor segments as well as the common fan base, are established in the final chapter.