Coachella

Is Coachella dead? We conducted network analysis, including one-mode, two-mode, and semantic analysis, based on a survey of 117 respondents to uncover motivations and barriers to attending Coachella. Our findings revealed that Coachella appeals most to middle-aged, middle to upper-class males, with social connections and social media heavily influencing their decisions. To help revive its popularity, we recommended strategies such as referral discounts, bundled ticket and housing offers, lineup surveys, and engaging social media campaigns to reconnect with audiences and reignite excitement for the festival.