Declining popularity of student events post-COVID: causes and solutions
Säteri, Iida (2024)
2024
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2024120231898
https://urn.fi/URN:NBN:fi:amk-2024120231898
Tiivistelmä
This research-based thesis aims to study the effects of COVID-19 in student event attendance before, during, and after the pandemic and to explore different ways event organizers can increase attendance in future events. The main research question this thesis aims to answer is “what is the current situation in the popularity of student events” alongside with the investigative questions “how has attendance changed since pre-covid and why?” and “what could be done to increase attendance in future events?”.
The thesis begins with background into what student events are, how they were affected by the COVID-19 pandemic and how marketing is used in attracting students to the events. To further showcase the current state of student events, data from three events organized by student associations in Haaga-Helia University of Applied Sciences has been collected between the years 2019 to 2024. The thesis analyses trends seen in the data of the events, and the possible reasons behind them.
To hear student’s opinions on the matter, a mixed-method questionnaire was conducted with students studying in Haaga-Helia Pasila campus. The questionnaire further investigated the trends in student event attendance and uncovered underlying causes for the declining interest in student events. Factors such as shifting student priorities, financial constraints, and a growing disinterest in traditional, alcohol-centric events were identified as key contributors to this trend.
Based on the answers to the questionnaire, student associations need to adapt their event formats and marketing strategies. Students expressed a clear demand for more inclusive, diverse, and wellness-focused events. The research concludes that new approaches, including alternative event concepts and broader marketing, are necessary to revive student participation and ensure the relevance of student events in the future.
The thesis begins with background into what student events are, how they were affected by the COVID-19 pandemic and how marketing is used in attracting students to the events. To further showcase the current state of student events, data from three events organized by student associations in Haaga-Helia University of Applied Sciences has been collected between the years 2019 to 2024. The thesis analyses trends seen in the data of the events, and the possible reasons behind them.
To hear student’s opinions on the matter, a mixed-method questionnaire was conducted with students studying in Haaga-Helia Pasila campus. The questionnaire further investigated the trends in student event attendance and uncovered underlying causes for the declining interest in student events. Factors such as shifting student priorities, financial constraints, and a growing disinterest in traditional, alcohol-centric events were identified as key contributors to this trend.
Based on the answers to the questionnaire, student associations need to adapt their event formats and marketing strategies. Students expressed a clear demand for more inclusive, diverse, and wellness-focused events. The research concludes that new approaches, including alternative event concepts and broader marketing, are necessary to revive student participation and ensure the relevance of student events in the future.