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The perceptions and preferences of generation Z regarding music festivals in Portugal - mapping generation Z´S perceptions regarding music festivals in Portugal
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This thesis explores Generation Z's perceptions and preferences regarding the thriving music
festival industry in Portugal. It utilizes preliminary interviews, perceptual mapping, and
conjoint analysis.
Through perceptual mapping the study identifies three distinct clusters within the study group:
NOS Alive, Rock in Rio, Super Bock Super Rock, Vodafone Paredes de Coura, and MEO
Sudoeste.
Additionally, through other methodologies, the research reveals that Generation Z's primary
factors influencing festival ticket purchases are Line Up, Price, and Sustainability, contradicting
the experts' assumption that Price is unimportant. This finding underscores a critical tension
point of significance.
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Palavras-chave
Music festivals Portugal Perceptual mapping Generation Z Factor analysis Principal component analysis Dimension reduction