Schmitt, DanielaMateus, Beatriz Ávila De Abreu2024-05-242024-05-242023-05-312023-05-31http://hdl.handle.net/10362/167756This 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.engMusic festivalsPortugalPerceptual mappingGeneration ZFactor analysisPrincipal component analysisDimension reductionmaster thesis203365712