A comparative analysis of visitor satisfaction at major and regional music festivals in Hungary by level of education

Abstract

This research examines the consumption habits of music festival attendees in Hungary based on their educational attainment. The objective was to uncover differences in preferred festival types, attendance motivations, and satisfaction levels. The methodology was based on online survey of 698 respondents (2022), with using descriptive statistics and chi-square tests. The findings show that individuals with higher education prefer regional, more authentic events, while those with lower educational levels favor large festivals featuring star performers. Differences also appear in their motivations: for graduates, cultural programs and the natural environment are more important, whereas for others, visual elements and opportunities to socialize are key. Attendees with higher education are consistently more satisfied with all festival elements. The practical utility for the festival organizers can better understand the heterogeneity of their target audience, and to ensure successful and targeted event organization, they must consider the different consumer needs arising from educational backgrounds.