Open Access

Debora Metzger

• The topics of entertainment and tourism became more and more important over the last years and seem to grow more in the next years. There are studies that are exploring factors which influence customer experience during or after a music festival, but there is not much content about the role of Marketing in this specific case. How important is marketing in the organisation of a music festival? What marketing tools are used to attract possible participants? And what factors influence the customer experience in general? The bachelor thesis aims to investigate the role that marketing has before, during and after a music festival situation and to provide an overview of factors that influence the customer experience on the example of the New Fall Festival in Stuttgart, Germany. Secondary data adopted from academic studies, journals and books are used to provide general background and the research developments. Qualitative research, in form of a customer survey, was used to investigate experiences, opinions and perceptions of the festival participants. The conclusion of the research is that marketing is important in the time before and after a music festival. People are very active in social media platforms after an event and share and like provided content about the festival. It pointed out that other factors which seem unimportant play a significant role in the customer experience and satisfaction. A critical few on future research on the topic and limitations are discussed in the conclusion.