Změna nákupního chování návštěvníků českých hudebních festivalů v kontextu pandemie COVID-19

This bachelor thesis is focused on change in consumer behavior of the visitors of music festivals in the context of Covid-19 pandemic. The goal of this thesis was to identify these changes and based on these findings, suggest recommendations for the music festival organizers. The basic identification of the consumers on music festivals was analysed using the secondary data from the MML-TGI database. The own analyses of this work consisted of comparison of the view of visitors and music festival organizers. For the comparison, this bachelor thesis used its own survey study concentrating separately on Czech and foreign visitors, and the second analysis using deep interviewing of music festival organizers. Based on the findings of these analysis some differences have been found between the views of mentioned stakeholders, leading to developing several final recommendations.