Typologie návštěvníků kulturní akce

Abstract

This master's thesis focuses on creating a visitor typology for the Summer Film School (LFŠ) in Uherské Hradiště. The objective is to identify and describe specific groups of participants based on their attitudes, expectations, and behavior during the event. The methodological section involves quantitative research conducted via an online survey (CAWI) with a sample of 222 respondents. The collected data were processed using multivariate statistical methods, specifically factor and cluster analysis. The research resulted in the definition of five unique visitor types: Film Hunters, Atmosphere Lovers, Social Hedonists, Loyal Loners, and the Dissatisfied. A demographic and behavioral profile was established for each segment. Based on these findings, the thesis provides suggestions and recommendations for the festival organizers to optimize the program and marketing communication tailored to individual target groups.