Swift Sustainability through large-scale Music Events? – Measuring the Importance of Sustainability and Social Participation for Members of Gen Z and others based on Taylor Swift Concerts in Gelsenkirchen, Germany

Abstract

Large-scale music events increasingly serve as important drivers of event tourism and urban visibility while also raising expectations regarding sustainability and social responsibility. This study explores how attendees of Taylor Swift’s The Eras Tour concerts in Gelsenkirchen, Germany, perceived sustainability-related measures, social participation, and destination-related impacts. Drawing on a large-scale quantitative survey of concert visitors (N = 8,816), the analysis focuses on general patterns of attitudes and perceptions. The findings indicate broad support for sustainability principles among attendees and a generally positive evaluation of the host city as part of the event experience. However, perceptions of sustainability measures and their relevance varied only moderately across different audience segments, suggesting that sustainability is widely accepted but not a primary differentiating factor in the overall event experience. Overall, the study underscores the role of mega music events as multifaceted tourism phenomena that combine cultural experience, feeling of social affiliation, and sustainability considerations, but also shows the limited access to such events, most specifically because of ticket availability and pricing. The results offer practical implications for event organizers and destination managers seeking to balance visitor experience, sustainability ambitions, and realistic behavioral impacts.