Generace mileniálů a jejich vliv na podnikání v kreativním průmyslu se zaměřením na divadla

This diploma thesis deals with the importance of theater for the millennium generation. The aim of the thesis is to find out the main factors that influence the decision-making of the millennium about visiting the theater. In the theoretical part, theater is defined as one of the main areas of creative industry, the position of theater in the Czech Republic and new trends associated with this area. Furthermore, the theoretical part describes the marketing communication of theaters aimed at the generation of millenniums and sets the marketing channels preferred by this generation of viewers. The practical part is based on a questionnaire survey applied to 200 respondents from the millennium generation. The analysis is focused on the most important factors influencing their decision to visit the theater. The research also focuses on the preference of the millennium in cases of theater communication. Theaters, as an area of creative industry, have come to the forefront of research organizations in the last few years, mainly because of the growing commercial potential of theaters. Based on the data of the theater, it identifies the main factors on which they place a millennials emphasis when deciding to visit the theater. The results of the research can serve theaters themselves to set up effective communication with both loyal visitors and potential new visitors. Based on the results of the research, theaters should focus more on their social networks in the future and share up-to-date information about the theater with young audiences. When deciding to visit the theater, the Millennium Generation puts the greatest emphasis on the cast and repertoire of the theater.