Customer research at Donostia Kutxa Kultur Festibala 2016
Hassinen, Daniela (2016)
Hassinen, Daniela
Haaga-Helia ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016112216771
https://urn.fi/URN:NBN:fi:amk-2016112216771
Tiivistelmä
This thesis focuses on special events, in particular, festivals. What is the thing that lifts an event from normal to special? Why are events a growing business that not even the recession of the global economical seems to be able to knock down.
The second part of the thesis is research for the festival Donostia Kutxa Kultur Festibala in San Sebastian, Spain. It includes customer profiling research at the festival in survey form and also asks the level of satisfaction.
Because the thesis is done as research for the festival, it examines details like the matter of the event venue which is a big issue for the commissionaire company. Also, the thesis focuses on developing services, researching the meaning of event production marketing, the importance of knowing and understanding your customers and customer research methods.
The objectives and scope was to profile what kind of person comes to Donostia Kutxa Kultur Festibala, so that Ginmusica is able to develop the festival for the following years. Knowing the customers well, saves money, energy and engages the customers better. It was also important to figure out the general opinion on the change of the venue as they have been a difficult partner for the festival.
The biggest resources have been several books and articles about events in general. Also comparing the festival with other events has been useful. Furthermore, LinkedIn turned out to be an important source and full of the newest information about the events and offered the best customer experiences from several experienced event and customer experience gurus.
The theoretical part and the surveys were done before September. Survey questions were designed together with Ginmusica and the translation into the Basque language was done by Nhora Indakoetxea. The surveys were completed at the festival. The interview team assisted the respondents to answer to the questions. After analysing the responses using Excel, the results were presented for Ginmusica with Power Point and summary.
The thesis was written during the course of five months. The research and theory process started in the beginning of June. The festival was organized the 2nd and 3rd of September. After that the results were analysed. The last month of October was used to complete the missing and unfinished parts.
The visitors of the festival were happy with the festival. The audience is in their 30’s and mostly from San Sebastian or surrounding small villages. The music, special location, friends and atmosphere were stated as the biggest motivations to participate in the festival. The event venue was seen as an important to preserve. Drink prices were the biggest complain.
Events are defined in the thesis as special, if they are something different from the normal day of living and make the visitor feel special. This is reached by listening to your customers and by knowing who are your customers. Without a comprehensive customer profile the expensive marketing will fail, because the product will be sold to the wrong people.
The second part of the thesis is research for the festival Donostia Kutxa Kultur Festibala in San Sebastian, Spain. It includes customer profiling research at the festival in survey form and also asks the level of satisfaction.
Because the thesis is done as research for the festival, it examines details like the matter of the event venue which is a big issue for the commissionaire company. Also, the thesis focuses on developing services, researching the meaning of event production marketing, the importance of knowing and understanding your customers and customer research methods.
The objectives and scope was to profile what kind of person comes to Donostia Kutxa Kultur Festibala, so that Ginmusica is able to develop the festival for the following years. Knowing the customers well, saves money, energy and engages the customers better. It was also important to figure out the general opinion on the change of the venue as they have been a difficult partner for the festival.
The biggest resources have been several books and articles about events in general. Also comparing the festival with other events has been useful. Furthermore, LinkedIn turned out to be an important source and full of the newest information about the events and offered the best customer experiences from several experienced event and customer experience gurus.
The theoretical part and the surveys were done before September. Survey questions were designed together with Ginmusica and the translation into the Basque language was done by Nhora Indakoetxea. The surveys were completed at the festival. The interview team assisted the respondents to answer to the questions. After analysing the responses using Excel, the results were presented for Ginmusica with Power Point and summary.
The thesis was written during the course of five months. The research and theory process started in the beginning of June. The festival was organized the 2nd and 3rd of September. After that the results were analysed. The last month of October was used to complete the missing and unfinished parts.
The visitors of the festival were happy with the festival. The audience is in their 30’s and mostly from San Sebastian or surrounding small villages. The music, special location, friends and atmosphere were stated as the biggest motivations to participate in the festival. The event venue was seen as an important to preserve. Drink prices were the biggest complain.
Events are defined in the thesis as special, if they are something different from the normal day of living and make the visitor feel special. This is reached by listening to your customers and by knowing who are your customers. Without a comprehensive customer profile the expensive marketing will fail, because the product will be sold to the wrong people.