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The perceptions and preferences of generation z regarding music festivals - a marketing research study on the attitudes of zoomers
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Orientador(es)
Resumo(s)
With the recent growth of the music festival industry in Portugal and Generation Z being able
to spend more on experiences than ever before, it has become relevant to understand their
perceptions and preferences regarding the subject. This thesis addresses this challenge by
employing preliminary interviews with experts and consumers, perceptual mapping, and
conjoint analysis. It has been concluded that the main drivers in festival ticket purchasing
among Generation Z are Line Up, Price and Sustainability, which contrasts with the experts’
common assumption that Price isn’t an important factor, thus highlighting a tension point of
critical importance.
Descrição
Palavras-chave
Music Music festivals Gen z Generation z Zoomers Line Up Price Sustainability Perceptions Preferences