Efektivita kulturních nocí

The thesis deals with the effectiveness of cultural nights on the example of the open-air concert of the Hradec Králové Philharmonic. The aim is to find out whether and how this type of event contributes to increasing the attendance of classical concerts. The contribution is the assessment of the importance of cultural nights as a marketing tool and the establishment of recommendations for increasing the effectiveness. The thesis is based on a literature search concerning the marketing of culture and cultural nights, as well as on qualitative and quantitative research among event visitors. The practical part included in-depth interviews, focus groups and a questionnaire survey, the results of which were then synthesised into a SWOT analysis. The results show that the open-air concert positively influences the perception of classical music and brings it closer to a wider audience, however, the potential for greater visitor conversion remains. The thesis therefore proposes specific recommendations to increase the effectiveness of the cultural night and its marketing reach.