Background

The aim of the study is to map visitors to festivals held in Estonia, their travel behaviour when attending festivals, their preferences and visiting habits, spending at the festival site, and their satisfaction with different aspects related to the organization of festivals.

Methodology

As part of the study, visitors aged 16 and over at 28 festivals held in Estonia in 2022 were surveyed. The questionnaire was available in Estonian, English, Finnish, and Russian and consisted of 21 questions.
The survey was conducted from April 25 to October 23. Festival visitors could complete the questionnaire independently via QR codes distributed at the festival sites or with the assistance of an interviewer.
A total of 3,650 people responded to the questionnaire. On average, 130 visitors per festival completed the survey.

Benefits

The study provides an overview of festival visitors’ expectations and evaluations, offering useful input for organizers when preparing new festivals.

Project client: Enterprise Estonia (EAS)
Project implementer: LevelLab
Study duration: 04/2022 – 12/2022