UNDERSTANDING AUDIENCE NEEDS AT LIVE MUSIC FESTIVALS: AN ANALYSIS FOR THE ORGANIZATION OF MUSIC EVENTS

Abstract

The music events industry is experiencing a period of constant growth, becoming a significant contributor to both the global economy and cultural life. This thesis presents a research project with the objective of identifying the extent to which professionals and organizers of music festivals are aware of the factors that motivate society in their decision to attend these events. This comprehensive examination can contribute to the improvement of event planning, thus ensuring their subsequent success.