An analysis of music festival customers in Poland in 2018-2019.

The research was taken up because of the author's interests. The author is an active participant of all mass events in Poland and goes to music festivals at least once a year. Being an attendee of such festivals and also a member of the community under investigation, the author started to notice the recurring behaviour of the visitors. The author's main interest in this area is the motives the clients of the entertainment industry have when choosing the form of spending free time and how the organisers of music festivals in Poland can influence this decision. In order to gather the necessary data, the author used the theoretical division of client layers offered by W. Chan Kim and Renée Mauborgne in the 'Blue Ocean Strategy'. The data have also been supplemented with the author's own knowledge about the practical side of this problem. By constructing an extensive yet very interesting form, the author got 1000 answers altogether related to the position of Poles in the surveyed area. Using a number of recommendations from the Marketing and Strategy positions, the collected results have been supplemented with noteworthy theory. [ABSTRACT FROM AUTHOR]