Měření spokojenosti návštěvníků divadla

Abstract

This thesis focuses on measuring visitor satisfaction at Městské divadlo Zlín. The aim of the thesis was to identify the factors influencing audience satisfaction. The examined areas included theatre facilities, visitor information, and the theatre programme. The analysis also focused on the frequency of visits, season ticket ownership, and the theatre’s communication activities. An online questionnaire survey was chosen as the research method. The analysis confirmed a high level of audience loyalty while also revealing shortcomings in the areas of theatre facilities and online communication. Based on the collected data, recommendations aimed at improving operational efficiency and enhancing service quality are formulated in the conclusion of the thesis. These mainly include proposals for improving refreshment services, the orientation system within the building, social media content, and strengthening relationships with subscribers. The proposed measures may serve as a basis for the further development of the theatre and for strengthening its position within the region.