Analýza marketingové komunikace divadla

Abstract

This bachelor thesis examines the marketing communication of theater institutions in relation to Generation Z. The aim of the thesis was to analyze how young audiences perceive the current communication strategies of theaters, to identify the most attractive forms of content, and to determine the factors that influence their attendance decisions.The theoretical part defines the specifics of cultural marketing and the characteristics of Generation Z as a target group, with a special emphasis on the significance of digital media, authenticity, and visual communication. The practical part is based on a quantitative questionnaire survey (n = 206). The results confirm that Generation Z primarily prefers short video formats, authentic content, and direct communication from the creators. Conversely, traditional tools, such as written reviews, are losing their relevance. The findings highlight the necessity for a fundamental transformation in the communication strategies of theaters, which should be more open, visual, and grounded in the human dimension of the creative process. At the same time, however, they warn of the risk that an excessive stylization of authenticity may lead to a loss of credibility. The thesis provides specific practical recommendations and emphasizes the importance of continuously monitoring the dynamically evolving digital environment.