Percepcija posjetitelja o čimbenicima kvalitete usluge na glazbenim festivalima u Republici Hrvatskoj

master's thesis

• Title (english): Visitors' perception of service quality factors at music festivals in the Republic of Croatia
• Author: Ivan Kazimir Filipović
• Mentor: Vatroslav Škare (mentor)
• Committee member: Tanja Komarac (predsjednik povjerenstva)
• Committee member: Đurđana Ozretić Došen (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Marketing); Zagreb
• Defense date and country: 2022-09-29, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Marketing

Abstract

Glazbeni festivali temelje se na neopipljivom i nematerijalnom iskustvu, te vremenski određenom trenutku u kojem se upravlja ukupnim ugođajem. Uzimajući u obzir činjenicu koliko Hrvatska kao primarno turistička zemlja generira prihoda od glazbenih festivala koji su usko povezani s djelatnosti turizma, cilj rada je istražiti percepciju posjetitelja o čimbenicima kvalitete usluge na glazbenim festivalima u Republici Hrvatskoj kako bi se detektirala važnost pojedinog čimbenika prilikom organizacije glazbenog festivala i usmjerio proces upravljanja kvalitetom usluga. Prilikom izrade diplomskog rada korišteni su sekundarni podaci prikupljeni iz znanstvene i stručne literature kao podloga za provođenje primarnog istraživanja te su obrađeni metodama analize, komparacije i sinteze. Primarno opisno istraživanje provedeno je na prigodnom uzorku posjetitelja glazbenih festivala u Republici Hrvatskoj (broj ispitanika je 150), a podaci su prikupljeni visoko strukturiranim anketnim upitnikom. Upitnik se temelji na FESTPERF ljestvici specijaliziranoj za mjerenje kvalitete usluge na glazbenim festivalima. Rezultati dobiveni mjerenjem percepcije čimbenika kvalitete usluge prikazali su koji čimbenici i u kojoj mjeri pospješuju zadovoljstvo posjetitelja. Ispitanici su prikazali visoku razinu zadovoljstva u pitanjima vezanima za profesionalnost usluge na glazbenim festivalima u Hrvatskoj. Temeljne (eng.core) usluge, te okolina prikazuju neznatno nižu razinu zadovoljstva posjetitelja u odnosu na čimbenik profesionalnosti. Možemo zaključiti da je važnost kvalitete usluge glazbenih festivala krucijalna kako bi Hrvatska i dalje ostvarivala značajne prednosti od te djelatnosti, odnosno kako bi turisti i dalje posjećivali festivale, te istraživali ljepote Hrvatske općenito.

Abstract (english)

Music festivals are based on an intangible experience, and a timed moment in which the overall atmosphere is managed. Taking into account the fact that Croatia, as a primarily touristic country, generates income from music festivals that are closely related to tourism, the aim of this paper is to investigate the visitors perception about the service quality factors at music festivals in the Republic of Croatia in order to detect the importance of individual factors when organizing a music festival and direct the service quality management process. During the preparation of the thesis, secondary data collected from scientific and professional literature were used as a basis for conducting primary research and were processed using methods of analysis, comparison and synthesis. The primary descriptive research was conducted on a convenient sample of visitors to music festivals in the Republic of Croatia (the number of respondents is 150), and the data was collected using a highly structured survey questionnaire. The questionnaire is based on the FESTPERF scale, specialized for measuring service quality at music festivals. The results obtained by measuring the perception of factors of service quality showed which factors and to what extent increase visitor satisfaction. Respondents showed a high level of satisfaction in matters related to the professionalism of the service at music festivals in Croatia. Core services and the environment show a slightly lower level of visitor satisfaction in relation to the professionalism factor. We can conclude that the importance of the service quality of music festivals is crucial in order for Croatia to continue to realize significant benefits from this activity and for tourists to continue visiting festivals and explore the beauty of Croatia in general.

• Keywords: marketing usluga; čimbenici kvalitete usluge; glazbeni festival; turizam; Hrvatska
• Keywords (english): service marketing; service quality factors; music festival; tourism; Croatia
• Language: croatian
• URN:NBN: urn:nbn:hr:148:068983
• Study programme: Title: Business Economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to authenticated users
• Created on: 2022-10-03 12:49:49