Inclusive Festivals: The Role of Diversity in Ticket Purchasing Decisions
Cagnani, Ada (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024112630422
https://urn.fi/URN:NBN:fi:amk-2024112630422
Tiivistelmä
This thesis investigates the role of diversity in ticket purchasing decisions within the Finnish music festival industry, emphasizing the impact of inclusive practices on consumer behaviour and social sustainability.
Recognizing the evolving expectations of festivalgoers, this research explores how diversity in artist lineups and audience demographics can influence attendance and satisfaction among a diverse age group of festival participants.
Employing a quantitative methodology, data was collected through a survey targeting individuals aged 18 to 60, revealing audience perceptions of diversity, the importance of inclusivity in festival settings, and the level of awareness regarding existing diversity initiatives at festivals.
The findings underscore a general appreciation for diversity, with a significant portion of respondents indicating that inclusive festival environments enhance their experience and increase the likelihood of their attendance. While diversity is broadly valued, its impact on ticket purchasing varies among attendees, with younger demographics showing a stronger preference for festivals to promote social sustainability and cultural representation. This thesis contributes to the discourse on cultural event management by highlighting how Finnish music festivals, through diversity and inclusivity, can foster community cohesion, enhance brand reputation, and support social responsibility goals.
The study provides actionable insights for festival organizers and industry stakeholders, advocating for transparent and accessible diversity initiatives to meet the need of multicultural audience. These findings suggest that diversity not only enriches the festival experience but also serves as a viable strategy for industry growth, positioning festivals as platforms for societal impact and change.
Recognizing the evolving expectations of festivalgoers, this research explores how diversity in artist lineups and audience demographics can influence attendance and satisfaction among a diverse age group of festival participants.
Employing a quantitative methodology, data was collected through a survey targeting individuals aged 18 to 60, revealing audience perceptions of diversity, the importance of inclusivity in festival settings, and the level of awareness regarding existing diversity initiatives at festivals.
The findings underscore a general appreciation for diversity, with a significant portion of respondents indicating that inclusive festival environments enhance their experience and increase the likelihood of their attendance. While diversity is broadly valued, its impact on ticket purchasing varies among attendees, with younger demographics showing a stronger preference for festivals to promote social sustainability and cultural representation. This thesis contributes to the discourse on cultural event management by highlighting how Finnish music festivals, through diversity and inclusivity, can foster community cohesion, enhance brand reputation, and support social responsibility goals.
The study provides actionable insights for festival organizers and industry stakeholders, advocating for transparent and accessible diversity initiatives to meet the need of multicultural audience. These findings suggest that diversity not only enriches the festival experience but also serves as a viable strategy for industry growth, positioning festivals as platforms for societal impact and change.