A Conjoint Analysis Of Small-Scale Music Event Formats For Generation Z Participants: A Case Study Of Undergraduate Students, Phuket Rajabhat University
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Abstract
Presently, small-scale music events are becoming increasingly important, particularly among Generation Z. It is critical to understand the proper format for this type of event. The purposes of this research were to: 1) study the significance of the components of small-scale music event formats for Generation Z; 2) identify the proper format of small-scale music events for Generation Z; and 3) classify Generation Z participants based on differences in their preferences. This is a quantitative study. Data was gathered via online questionnaires. A quota sample of 420 undergraduate students at Phuket Rajabhat University was drawn. The data were examined using descriptive statistics, conjoint analysis, and cluster analysis. It was found that the importance of the components of the small-scale music event format is 1) duration, 2) convenience, 3) activities, 4) Location, 5) non-musical entertainment, and 6) type of venue, respectively. The small-scale music event format for Generation Z was selected based on the highest total utility values: 1) type of venue (indoor), 2) location (city) 3) convenience (food and beverage sales), 4) conveniences (adequate toilets), 5) duration (3–4 hours), and 6) non-musical entertainment (yes). By clustering participants in the event based on their personal preferences, two distinct groups were identified: 1) interested in the atmosphere of the event; 2) interested in the stage performances. The findings can be used as guidance to create small-scale music events for Generation Z by emphasizing duration, convenience, and activities in the event area.
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