The change of sales patterns after the COVID-19 pandemic
Hasemann, Julia Marie (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024051612509
https://urn.fi/URN:NBN:fi:amk-2024051612509
Tiivistelmä
Leisure events such as the Super Bowl, concerts of famous bands and singers such as Taylor Swift, famous events like Tomorrowland or conventions like the Comic-Con have been attended by millions of people all around the world. Having a large impact on the event industry which has built jobs, affected the GPD and supports the infrastructure of the host country.
This came to a hold as the COVID-19 pandemic has had a significant impact on the industry throughout the years 2020 until 2023. Leading to cancellations and post-poned leisure events after the outbreak in 2020. Leaving the industry with stagnating income and on the verge of breaking.
During these years not only the industry itself has been the subject of change but also the attendees of events have changed during the pandemic. Possibly changing their behaviour resulting in the change of sales pattern for leisure events.
This thesis aims to analyse the effect of the COVID-19 pandemic on consumers of leisure events and how this has changed the sales pattern of leisure events. This has been done by gathering information freely available such as books, blogs and other sources gathered from the internet but also the conduction of a survey to increase the awareness for the customers.
In this survey it was discovered that the COVID-19 pandemic has had an effect on the consumer behaviour of leisure event attendees by them being more encouraged to buy a more expensive and larger number of tickets. Customers see concerts they miss as a missed opportunity.
As a result, this thesis should build a better picture and understanding on how COVID-19 has now changed the industry and can assist ticketing companies and event agencies when planning events in the future by utilizing the information gathered directly from the consumer.
This came to a hold as the COVID-19 pandemic has had a significant impact on the industry throughout the years 2020 until 2023. Leading to cancellations and post-poned leisure events after the outbreak in 2020. Leaving the industry with stagnating income and on the verge of breaking.
During these years not only the industry itself has been the subject of change but also the attendees of events have changed during the pandemic. Possibly changing their behaviour resulting in the change of sales pattern for leisure events.
This thesis aims to analyse the effect of the COVID-19 pandemic on consumers of leisure events and how this has changed the sales pattern of leisure events. This has been done by gathering information freely available such as books, blogs and other sources gathered from the internet but also the conduction of a survey to increase the awareness for the customers.
In this survey it was discovered that the COVID-19 pandemic has had an effect on the consumer behaviour of leisure event attendees by them being more encouraged to buy a more expensive and larger number of tickets. Customers see concerts they miss as a missed opportunity.
As a result, this thesis should build a better picture and understanding on how COVID-19 has now changed the industry and can assist ticketing companies and event agencies when planning events in the future by utilizing the information gathered directly from the consumer.