Innovation in Tourism
8th Semester Project
Title: What are the innovative particularities of the ESC 2014?
Cristian Gustav Cristescu
Supervisor:
Carina Ren
Copenhagen 2014
Table of Contents
1 Introduction and case description ........................................................................................................... 1
1.1 Introduction ….................................................................................................................................... 1
1.2 Case description ................................................................................................................................. 3
2.1 Problem formulation ……....................................................................................................................... 4
2.2 Aims ……………………………....................................................................................................................... 5
3. Methodology ……………….......................................................................................................................... 5
3.1 Strategy of the subject area …............................................................................................................ 5
3.2 Research paradigm ……….................................................................................................................... 6
3.3 Qualitative and quantitative approach............................................................................................... 7
3.4 Participant observation ……………....................................................................................................... 7
3.5 Semi- structured interviews …………………………………………..……....... ................................................... 8
3.6 Email correspondence ……………………………......................................................................................... 9
3.7 Nethnography and media data collection …...................................................................................... .9
4.Limitations ………………………….................................................................................................................. 10
5. Literature review.................................................................................................................................... 11
5.1 Defining mega events …................................................................................................................... 11
5.2 Mega event impact -on host destination ....................................................................................... 11
5.3 Destination imaging ........................................................................................................................ 12
5.4 Innovation ……….............................................................................................................................. 13
6. Venue ………………………. ......................................................................................................................... 13
6.1 Background ...................................................................................................................................... 13
6.2 Stage-theories of destination image ............................................................................................. 14
6.3 First stage: organic image …............................................................................................................. 15
6.4 Induced image stage-“ From industry to culture”............................................................................ 17
6.5 Modified induced stage ................................................................................................................... 19
7. Outreach program ……........................................................................................................................... 22
7.1 Background …………........................................................................................................................... 22
7.2 Innovation and green initiatives....................................................................................................... 24
7.3 Tollerance and openess................................................................................................................... 26
8.Volunteers ……........................................................................................................................................ 28
9. Conclusion ……....................................................................................................................................... 30
10. Refrences ……......................................................................................................................................
11 Appendix ...........................................................................................................................................
1. Introduction and case description
1.1 Introduction
“Even intelligent people with good taste in music have taken to pronouncing Eurovision
in respectful tones, but it is really the “Euro” bit of the word that they revere”(Kurkov, 2005).
The Eurovision Song Contest is one of the most-watched international music event , as
well as one of the oldest one television programs. The idea of organizing a European music
contest was developed by the European Broadcasting Union in the Principate of Monaco, back in
1955. Eurovision is also known as a catapult for many worldwide known music performers, such
as : Abba , Cliff Richard, Celine Dion or Julio Iglesias. In specially the respected Swedish pop
band, Abba , gained international acknowledgment after they took the first place with the “
Waterloo” song in 1974. ( Raykoff and Tobin,2007, p1).
The year 1956 means the birth of the most successful pop music contest from world,
which propels it on one of the longest-running programmes in the world. The participating
countries in this song contest must be a full and active member of the European Broadcasting
Union. EBU is the a worldwide known coalition of media individuals from 56 countries with no
more then 74 participating members (www.go-eurovision.com).Despite the reduced number of
participating countries in 1956, the contest managed to attract not less then 43 countries. Any
country , component of the European Broadcasting Union is suited for this musical competition,
even non-european countries such as Lebanon, Egypt, Lybia or Algeria. The American
musicologist , Philip Bohlman is associating nationalism and national identifications with the
Eurovision Contest, due it’s geographically and ethnically complexity: “Eurovision’s most
tormented contradiction os the highly political nature of an event supposedly devoted to the
neutral and nonpartisan goals of unity and cooperation through shared musical
culture”(Bohlmann, 2007, pp 89).
The Eurovision Song Contest has a worlwide impact, evolving itself geographically and
culturally, from a contest designed initially for Europe, to a world contest. Admiration towards
this contest, is showed not only in Europe and it’s surrounding countries, but also on the
Australian and Chinese continent. Their admiration towards this event is described by Mikke
Bech, editorial boss for this years’s event in Copenhagen: ” Australia is going to take part in the
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second Semi-Final. They have asked several times if they can take part, because they love the
Eurovision Song Contest so much. So this year we have given them permission to take to the
stage and show us what they can do” ( Bech, Eurovision.tv) . The global audience for events,
like the Eurovision Song Contest or the Fifa World Cup, has significantly been increased in the
last period of time, due the evolution of communication technology and the impact of satellite
television ( Whitson, 2004). There is estimated that somewhere around 125 millions people,
watched this contest every year and the highest attendance in the history of the contest, was
registered in Copenhagen’ Parken Stadium, 38.000 people.
1.2 Case description
Denmark is described as one of the most innovative countries in the world and top
innovative country in Europe according to a survey, created by Gallup Europe: “Denmark is the
European Union’s (EU) most innovative country in terms of the ability of its companies to
develop new products, manufacturing processes and marketing methods” (iccaworld.com).
Denmark is continuously increasing his reputation for hosting and organizing mega- events, not
only music events, but also sports events and cultural events. Being first in the rankings of the
most visited place in Scandinavia (travelaway.me), and with a historical heritage in organizing
Eurovision (twice, in 1964 and more recently in 2001), Copenhagen is described as being
prepared for this worldwide challenge: organization of a mega event as Eurovision Song Contest.
John Ola Sand, executive position at EBU/Eurovision, states that: "Copenhagen is one of
Europe's most popular tourist destination and has what it takes to host an event of this
scale"(Sand, Eurovision.tv).
The Danish Broadcasting Corporation, which is one of the former organizators of the
European Broadcasting Union, elected Copenhagen as the host city for the event in despite of
other cities, such as: Aalborg , Aarhus…: "DR has given cities across Denmark a fair shot to
host Europe's biggest music entertainment show. We don’t just stand firmly behind DR's decision
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to choose Copenhagen as host city, and also behind the thorough process that led to this
outcome" ( Sand, Eurovision.tv). It will be of a major importance for the organizers to creat a
proper event, due it’s economical impact. Malmo, which was the host city for the past Eurovision
Song Contest , recorded somewhere around 130 million dollars , mostly from the advertising
revenues, but also from the touristic presence in the city (Eurovision.tv) .
As I briefly mentioned above, Denmark has a very strong musical heritage and tradition
in the Eurovision Song Contest, competing from 1957 and winning the competition for three
times. Grethe and Jorgen Ingmann were the first Danish performers, which acknowledged
themselves as winners in this contest. Denmark’s registered his most successful period between
1984 and 1990, while they have achieved four top five placings. In 2014, Copenhagen, Denmark
was chosen as a host city for the Eurovision Song Contest, due it’s last musical performance
from Malmo, Sweden. The 20 years old, Danish singer, Emmelie de Forest, acknowledged
herself as the winner of the Eurovision Sont Contest, strengthening the Danish musical heritage
and giving Denmark the chance to host the event for one more time.
The Venue choosen for this competition, will be at the former shipyard, B&W Hallerne at
the Refshaleoen, under the slogan “ Join US”(Eurovision.tv). The former industrial location, will
be a really tough challenge for the hosts, in order to achieve their goal: a music location with the
capability of hosting 10.000 people. The executive Producer of the 2014 contest at Host Broad
caster DR mentioned that:
"We are looking forward to welcoming Europe in Copenhagen, which is full of cultural
diversity, has an excellent infrastructure and a variety of hotels. At the chosen venue we have the
opportunity to realize our creative ambitions. The entire area around the B&W Hallerne will be
transformed into Eurovision Island, where delegates, press and fans will come together"
(Gaardbo, Copenhagen.com).
2.1 Problem formulation
Is the focus of this paper to discuss the innovative aspects of the Eurovision Song
Contest. This goal will be achieved, by analyzing three sectors of their project, namely : venue,
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outreach and working with the volunteers. This research will not analyze or discuss the
innovative particularities of the ESC in terms of technology. Due Denmark’s evolution in the
innovation rakings , this project is focusing on investigating the innovative approaches , the
organizers adopt , regarding the three sectors mentioned above. Also an important focus point of
this project is the image evolution from a pre contest period to a post contest period. The
Eurovision Song Contest is in a permanent evolution, through different organization methods,
used by different host countries. It will be very interesting to write about the Danish approach
towards this contest and how are they “transforming” this contest from a one night show into one
week of events. The best way to observe a success or failure of this event is to observe the
consumers perceptions, impressions, believes towards the Eurovision Song Contest. The main
focus of this paper is the strategy used by the organizers to promote the Danish culture, through a
event of this scale. The three sectors mentioned above are the central areas where this strategy
will be analyzed.
In order to achieve this goal , a main research question and three sub questions were formulated:
What are the innovative particularities of ESC 2014?
1) How are organizers dealing with the venue?
2) What is the outreach program , used by the organizers?
3) How are the volunteers engaged?
2.2 Aims
- To analyze in which way the organizers are using the volunteers
- To analyze how the organizers are promoting the Danish culture through this event.
- To analyze the innovative aspects of the Eurovision Song Contest
- A critical analysis towards the image of the destination and of the event
- how is the Danish lifestyle and Danish mentality promoted through this event
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3. Methodology
3.1 Strategy of the subject area
The focus of this project is not to analyze the organization of ESC in terms technology,
but to analyse the development and organization of the Eurovision Song Contest with regards to
people’s perception and to investigate if and how consumers image of a place are changing.
This chapter presents the entire research and highlights all the methods, used in the analytical
section.
After introducing the case study, I have examined different scientific resources in order to
collect a adequate theoretical framework for the analysis. The analysis consists of: the theoretical
core connected with my empirical research and secondary and primary data, which are gathered
from interviewed persons, random tourist and relevant internet sources.
In consequence , I , the researcher will try to present the organizational part of the
Eurovision Song Contest , using data collected from both quantitative and qualitative research
methods. I will try to highlight the innovative elements , used by the organizers , in order to
differentiate the current Eurovision Song Contest with the previous ones and the evolution of a
destination image.
It has to be mentioned that the analysis has a combined
inductive and deductive
approach, as it variates between, results, findings , conclusions and theories depending on the
result of the qualitative and quantitative findings(Veal, 2006,p3). The deductive research
approach is developing hypotheses , based on different theories and is expecting the researcher
to test the authenticity of them (Wilson, 2010, p.7, cited in methodology.net). According to
Snieder and Larner the deductive research approach is always starting with a hypothesis, based
on a certain theory, which will be confirmed or declined according to analysis and foundings(
Snieder, R & Larner, K, 2009).
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The deductive approach , has been mostly used in the first part of the analysis, where the venue
was the focus point. In this sub chapter, I have tried to develop a hypothesis about destination
image , according to a theory model and to analyse it based on the collected data, gathered from
organizers, volunteers , personal observations and web ethnography.
3.2 Research paradigm
A paradigm is an analytical structure , which is conducted by a “ "a set of beliefs and
feelings about the world and how it should be understood and studied." (Guba, 1990, P17)
The approach selected to conduct this research is the constructivist paradigm.
Constructivist scholars
place the individual as the contructer of the reality in which they
participate (Charmaz, 2006). In order to conduct a constructivist study, the researcher’s
interpretation should be contemplative and transparent (Mills, Bonner and Francis, 2006, p9).
When researching the image of Denmark from a touristic perspective, this research is based on a
specific context (the organization of Eurovision Song Contest 2014 and the image) with a certain
country as a case study( Denmark). This project is not focused on the general image of the event
itself, but is rather based on how the consumers are constructing the image of Copenhagen and
Denmark, through Eurovision Song Contest. In order to understand how Denmark’s image is
constructed, I’ve collected data from internal, but also from some external sources, such as: the
official event website, official brochures, partners of the event, sponsors… Additionaly I was
able to collect interviews, surveys and email correspondences , in order to get a deeper insight
about the case.
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Consequently, the field data collected on this research project is focused on the notion of
context, pursuing the concept of constructivism -that consumers are creating the world thourgh a
multitude of individual constructs.
3.3 Qualitative and quantitative approach
For the research of this project I have chosen to adopt qualitative (interviews,
observations, netnography) and quantitative methods (surveys).
I have decided to chose a qualitative approach which “enable theory to guide the early
stages of research and to emerge at the end as a result of the research findings, and because they
allow greater opportunity to spend time with our sources, our objects, and our data” (Hannam &
Knox, 2010, p. 175). The qualitative approach helped me , to understand better the processes and
to get more detailed data from the participants. Qualitative methods are designed to obtain more
accurate and in-depth data:
“Qualitative is about rich, detailed description, understanding and insight rather than
measurement […] It aims to get below the surface, to get beyond the “top-of-the-mind”, rational
response.”( Mc Givern, 2006, p. 162).
However , as the consumer is one of the focus points of this project, I felt it necessary to
gather data , using quantitative methods too. Another reasons for collecting quantitative methods
, was to analyze people’s perception towards the strategy chosen by the organizers: the
promotion of the Danish culture. Furthermore , it appeared significant
to also base on
quantitative results to give more authenticity to the findings. The methods applied in the
quantitative research aim to measure and compare the empirical data accumulated from a high
amount of respondents(Carson et al, 2001 ) . The quantitative research method accentuate
quantification in the creation of empirical data and knowledge (Bryman 2004, p. 19); it has the
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possibility to examine problems
by including many informants in the form of filling
questionnaires.
In the analysis part, each qualitative interview is supported to the findings of the quantitative
questionnaires. Certainly, the qualitative interviews have permitted to ask more details , to go
deeper in the phenomenon, but convergences can be uncovered upon the findings.
3.4 Participant Observation
By using PO my research I was able to take part in ongoing activities and collect
photographs and notes, which I consider an important asset for the final outcome of this project.
During my field observation I was able to understand better this Eurovision phenomenon with a
direct approach. Most of the personal field notes are not totally reliable, so I’ve decided to take
photographs and surveys in order to support my findings.(see the appendix)
On the 4th of May I’ve started my observation at the city hall square , where the opening
ceremony was organized. It was the first day of the event, and I wanted to collect empirical data
about the attitude of the people, but also about different sustainable activities, such as: serving
tap water, organic street food, green activities. I was able to take photographs of many fans,
using the free tap water service and even to hand out a survey. From 4th to 10th of May the
whole center area of Copenhagen was studded with posters and informations about the outreach
program, giving the fans a detailed insight about the schedule of the sub-events.
Continuing, it was a great opportunity for me to observe attitude of the Danish society,
when the gay marriages were performed on 7th of may as part of the outreach program. All my
observational data collection is supported by surveys, which were handed out simultaneously, in
order to gain veracity. The most important part of my observation was at the Eurovision Island
on 10th of may, where I was able to see the evolution of the finale show and the changing
attitude of the fans. Besides this , what surprised me most, was the organization of the venue:
from a old shipyard to the host stage for the Eurovision Song Contest.
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I consider the participant observation as a partial observation, because this approach is
not the main data source, as netnography semi structured interviews and surveys, are the main
empirical data for the analysis.
3.5 Semi- structured interviews
Semi structured interviews –the frame used or the qualitative interviews –are relatively
informal open to input and direction of both the researchers and the research subject and are
partially structured through the use of opened questions checklists (Hannam & Knox 2010 p.
182). The interviews were designed in order to get a better perspective over the organization
process. I did 4 semi structured interviews with people involved in the volunteer work, as well as
with a member from the Hungarian host delegation. All the people interviewed had a direct
connection with the Eurovision Song Contest , by performing different tasks. The reason why
I’ve conducted interviews , was to keep the validity of the analysis in relation to the RQ. The tree
volunteers interviewed, are studying with me Tourism at the University, so it was quite easy for
me to contact them. Two of them have already experience with the volunteer work, such as
feeding sea turtles in Costa Rica or as a volunteer bartender. With their help I was able to get in
touch with the Hungarian host delegation. The interviews with the the first two volunteers, were
conducted at the university and I’ve gave them time to prepare . On the other side, the interview
collected from the Hungarian delegation, was organized through skype , blocking me to have a
direct contact with the person itself. The interviews contains both direct and indirect questions,
which targeted their experience at the Eurovision and their personal beliefs towards the venue
and towards different sub events. All the questions, used in the interviews are simple in order to
facilitate clear and concise answers. These interviews are mostly designed in order to obtain
details about the three sub questions .
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3.6 Email correspondance
Besides the interviews conducted with the volunteers and both of the delegations , I was
able to contact the event director of Wonderful Copenhagen and one of the heading staff of
Eurovision Song Contest, Mr. Ulrich Ammundsen. Initially I had planned to meet him in person
and get a proper interview from him, but due to his busy schedule, I’ve had to limit my data
collection to some email collaboration. As event manager of Wonderful Copenhagen, one of the
organizers of the event, he provided me some valuable details about their strategy, schedule,
different sub events, venue…, in order to get a better vision about the event planning.
Apart from the collaboration with Mr Ammundsen, I’ve also managed to contact Mr.
Niels Jul Nielsen, associate professor at University of Copenhagen and who is specialized in the
history and significance of the B& W Hallen ( the selected venue). He provided me with some
short information about the venue itself , and let me to a book written by him in 2005 which
describes the particularities of the venue: “Sjak, mestre og skibsbyggeri”
Finally, I have exchanged some emails with Tomek Tereba, a guest relation volunteer at the
ESC. He provided me some data about the atmosphere and organization of the event.
3.7 Netnography and media data collection
In this era of tehnology and innovation, organisations and consumers are focusing more
on the computer-mediated communication( Kozinets 2012,). Online societies are the perfect
areas in which the users take part in different debates whose objective is to inform and to
influence the attendance about different brands, events… (Kozinets 1999, Muniz and O’Guinn
2001)
The main approach to collect netnographic material is the ethnography . That is why
netnography has been described as : “a specialized form of ethnographic research that has been
adapted to the unique contingencies of various types of computer-mediated social interaction.”
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(Kozinets 2012: 39). There are some reasons for adopting netnographic methods instead of
traditional ethnography, such as : netnography being faster, less expensive and much more
simpler. The approach used in order to conduct an netnographic research is the observation. I’ve
researched many relevant forums and official websites such as the Eurovision.tv in order to
collect comments and official statements from a pre and post contest period. The reason why I
have decided to apply this research method is to get a better insight from external sources as
well: most of the forum users were foreigners, from countries such as Belgium, Serbia, Irland….
In order to collect more data for my research question, I’ve also carried out research on
various media sources,. The online research was conducted in a pre and post contest period, by
trying to observe the evolution of the statements. Most of the data , was collected from Danish
websites, such as: - meetingcopenhagen.com; wonderfulcopenhagen.com; visitcopenhagen.com.
Besides the Danish websites, one of the most relevant material source was the official
Eurovision Song Contest website: Eurovision.tv, which provided me relevant information about
the venue, outreach program, organization, strategy of the event…
4.Limitations
This chapter describes the difficulties encountered in collecting material for this project.
The first obstacle , for collecting more qualitative data was the busy schedule of the desired
persons. I have tried to contact more members of the organizing staff, unfortunately without any
positive result. It was understandable for me , because ESC is a big event and needs a lot of
preparation in order to achieve a positive outcome. The only “inside” person , I had the chance to
contact , was Mr Ammundsen, and even he agrees only for some email correspondence. I have
tried to contact different persons from Danish Radio or Vsitcopenhagen , but all of them rejected
me politely.
Another big problem , I have encountered was the language barrier. All the media sources
about venue, outreach program , show preparations etc. , were available in Danish language.
Besides these I was able to find relevant data about ESC at the official Eurovision website
(Eurovision.tv) , visitcopenhagen or meetingcopenhagen.com.
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The lack of experience in conducting observation research was a small impediment and the
quality of the findings might be affected. After i have gathered some theoretical insight, I’ve
decided to embrace the challenge and I’ve went on the field to collect data.
However, since I have managed to hand out different surveys and with support of the
qualitative interviews and PO, I don’t believe that the reliability of the collected material will be
affected.
5. Literature Review
5.1 Defining mega events
Horne and Manzenreiter (2006, P2) declares that ―”whilst there have been a number of
earlier discussions about special,‘ hall-mark‘ or mega events ... see for example … Witt, 1988 ...
it is Maurice Roche‘s definition of them that commands our attention today.”
According to Roche Maurie mega events are defined as “large-scale cultural (including all
types of mega events, even commercial and sports) events, which have a dramatic character,
mass popular appeal and international significance.”( Roche ,2000:pp 1). Eurovision in this case
is a international music event, having an important attendance , not only in Europe , but as I
mentioned in the introduction, also in different non-european countries , such as Australia or
even China: ”The Australians love the grandeur of the Eurovision Song Contest and what they
themselves describe as the somewhat kitschy element to it, but people down there take it very
seriously, and there are many people who watch it. It is a big deal for them” (Bech,
Eurovision.tv). Robert K. identifies the mega events as “discontinuous, out of the ordinary,
international and simply big in composition.”( 2004,pp 108). From a tourism angle, we can
observe how Ritchie, Brent J. R. is defines the mega events as: “major one-time or recurring
events of limited duration, developed primarily to enhance the awareness, appeal and
profitability of a tourism destination.”(1984, pp1). Getz is describing the events as: “they are
highly valued as attractions, catalysts, animators, place marketers, and image-makers (and)
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conventions are considered business travel and participation sport events or festivals are part of
leisure travel”( Getz 2007:406)
In the following illustration, Getz(2007:404) is trying to highlight different examples of
events , based on differ interests, form, program, ceremony, framework and organization.
5.2 Mega event impact on host destination
Horne (2004: 1234) states that: “for the past decade numerous cities and municipalities
of various sizes have been enthusiastic about the prospect of economic growth fueled by
investment in mega events.” He is also describing the economic drivers as: ―”facilities and
theme parks, the subsequent increase in tourism and the anticipated improved image of the
region”.
Horne & Manzenreiter are describing the two key characteristics that mega events should
posses: the first characteristic is, that the host destination should “ experience significant
alterations to the regular cycle of events that take place in that place”(cited in Na Chen, 2008,
pp5) and the second feature is, that such events will captivate worldwide spectators and media
representatives.(2006,pp14). There are multiple factors , that are essential for an event, in order
to be described as a mega event:- 1.local trade must be considerably influenced by the visitor
expenditures, 2.national advertising for the host nation, through a positive image and different
branding methods, 3.infrastructure development during and after the event….(Sola, 1998,
pp241). The second feature, described in Na Chen’s book , suggests that mega events, cultural
and sporting events , lead to a quick and easy approach to a global market , who “the host nation
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can project images and knowledge to people of all nations of its culture and society”( Dolles &
Soderman, cited in Na Chen,2008, pp6). Similar thoughts are shared by Matheson and Baade,
which associate the host city with the mega events, and they are also highlighting the chance of
the host city to: “put the country (or city) on the map, providing significant international
exposure [and discuss the possibility that events] can also be seen as political events that serve
to showcase the economic, political, and cultural power…or as a signal that a country has
arrived as a major figure on the international scene”( Matherson and Baade, cited in wiego.org).
The mega events have a major impact for the host city, region or country where they are hosted,
and they will draw remarkable media coverage. (Roberts 2004p108). Following that, through
mega events, the local people will gain a sense of satisfaction and dignity, regarding their
origins and mega events are also a great opportunity for business possibility and the chance to
market the products worldwide (Lee and Taylor, 2004).
5.3 Destination Imaging
The study of destination image may be perceived as a subsection of the more extensive
field of image measurement. At the most basic level, image creation and measurement relate
principally to the research of imagery in the area of psychology and, consequently a brief
examination of this concept is relevant at this time( Echtner & Ritchie,2003, P3). Dichter is
defining it as : "An image is not individual traits or qualities but the total impression an entity
makes on the minds of others" (Dichter, 1985, pp75)
Spurgeon (2005, p1, cited in nytimes.com) ‘ statement summarize the mean in which
mega events can attract world observation to a specific area: “The one time a year when Formula
One is here, everyone knows there is a Hungary, and they know where Budapest is, and where
Mogyoród is”.
Through the organization of a mega event, the host destination, is given the opportunity
to highlight it’s cultural dynamism, economic competence , tourism policy and political strength.
A very important part in hosting and organizing a mega event, is the multilateral cooperation
from all the parts, affected by this phenomen, in order to develop a worldwide positive image .
Burbank (2002:180) mentioned that cities “ have come to emphasize politicies that promote
urban tourism and these policies typically include the development of convention centers, large
hotels, restaurants, entertainment facilities and shopping malls”. In the current tourism industry
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every destination competes in order to emphasize their advantages, to highlight their positive
sectors, distinctive culture , innovation products, organization …This remark is also supported
by many researchers , such Yuen(2008: 29), which is characterizing cities as “places to play”.
5.4 Innovation
It is very difficult to find a certain definition of innovation , due it’s theoretical diversity,
but I will present some of them in this chapter. Thompson is describing it as: “Innovation is the
generation,
acceptance
and
implementation
of
new
ideas,
processes
products
or
services”(Thompson, 1965, p2). Kimberly is characterizing innovation from a different angle by
mentioning the stages of innovation : “There are three stages of innovation: innovation as a
process, innovation as a discrete item including, products, programs or services; and innovation
as an attribute of organizations”( 1981, p. 108). According to Everett Rogers, any innovation
type must comprehend the following five qualities: relative advantage, compatibility with the
current values and norms, simplicity of use, triability and observable results.(retrieved from
standford.edu). It is a very common process, due it’s applicable character, being used in different
type of areas: event organization, bussiness, research….
Innovation can be described as an idea, concept or object that is understood as new and
advantageous by its contact persons. The consumers will get
social and economical benefits
(Robinson, Jan 2009) and “ The greater the perceived relative advantage of an innovation, the
more rapid its rate of adoption is likely to be”( Robinson, Jan 2009)
6.Venue
6.1 Background
Before starting the proper analysis I’ve decided to present the readers a brief description
of the venue, by highlighting some historical aspects and official statements. The Eurovision
Song Contest 2014 will be hosted at a former shipyard, which was constructed by the Danish
shipyard Burmeister and Wain in the 1960. It had a major importance for the naval trade, during
the 20th century, becoming the world leading shipyard:
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“The story of the two gigantic halls goes back to the 1950s when B&W started to
change the way in which it built ships. They decided to start building ships in
sections after
which these were joined together in the dock. That's why the two halls were built, where steel
was sent in one end and sections of the ship were sent out the other"( Nielsen 2014 , cited at
Eurovision.tv)
The innovative and historical heritage of the island , dated back in the 1960 , when:
“For a long time, B&W was the world's leading shipyard because of the techniques they
used. Delegations came from Japan to study and be inspired by the technology”.( Nielsen,
2014visitcopenhagen.com)..
In 1996 , the shipyard closed down due his serious financial issues, but the government
“saved” the place , due his historical relevance: “The Danish state saved the shipyard from going
under several times. This was largely due to the point of view that society could not cope without
B&W”(Nielsen,2014, cited at visitcopenhagen.com).
Since then, old shipyard, but with a strong cultural heritage, has evolved into a host place
for different types of event, but mostly cultural events: “…From 2009, we have focused more
and more on renting the island out for concerts and cultural events" (Herskin, 2014,
visitcopenhagen.com).
6.2 Stage-theories of destination image
“As tourism services are intangible, images become more important than reality”
(Gallarza, Saura, and Garcia 2002, p. 57). This statement describes perfectly the current tourism
industry , by highlighting one important factor: the image in the mind of possible clients(Mayo,
1975, p. 15)… In this chapter I will try to analyze the changes in the consumers thoughts and
perceptions of Denmark ‘s image , before and after the Eurovision Song Contest.
In order to achieve this goal, I have selected a theory of destination image with different
stages., combining the consumer’s education, documentation , experience…Considering that it
16
would be beneficially for my project, I have decided to analyze only the 3 main stages: organic
image , induced image and modified image. In chapter number two, where I will be talking about
the induced image stage, I have decided to analyze how the organizers are justifying the venue
and what kind of image they are trying to promote: directly or indirectly. The following three
stage theory, presented by Gunn(1972, p120, retrieved from Jenkins 1999, p 4) is highlighting
the variation and modification of images, which are constructed through organic and naïve
information about the place, venue or destination , such as: documentaries, news, books, courses
and the most naïve source of information: friend’ past experience. Gunn is also describing the
induced type of destination’s image , such as travel brochures, publicity and propaganda, but
also the empirical
type , which is the modified induced images type.( 1972, p120, retrieved
from Jenkins 1999, p 4).
.
6.3 First stage: organic image
17
I am using this theory in order to highlight the evolution of a destination image, from a
organic stage to a modified- induced image. We will observe if the methods , used by the
organizers are efficient and innovative enough in order to change the first stage image. Gunn is
associating a destination image in premises of travel practical experiences and information. The
first stage in Gunn’s theory is the organic image , which means the travelers assumptions without
having a physical experience:
“Personally not a good choice of venue, I am happy that Copenhagen was chosen but DR
could have looked at say the Forum in Copenhagen which hosted the anniversary show in 2005.
I know it was not on the list of bids but would have been a far better choice than a dilapidated
ship yard.” (Kiran 77, 2014, Eurovision.tv)
After some research about the venue, until the 25th of April , the only non Danish source
to get information about the venue, was the official website: Eurovision.tv. And even on this
official source, the only material about the venue were some distant pictures, such as:
(Eurovision.tv)
Furthermore I have decided to search some external sources of data , by searching some
different comments and taught , expressed by the fans around the world .I have collected data
through interviews of different persons involved in the organization of the venue and also from
volunteers. Each specific place is different and unique and each individual’ image will be
different , according to their own projections, memories , associations and vision of a certain
place. (Echtner & Brent , 2003). Also in the case of the venue, chosen for the Eurovision Song
Contest, the opinions are very different, some of the fans being excited and impatient, but many
of them have expressed negative concerns towards the B& W Hallen:
18
“I'm glad this place is in Copenhagen but a FACTORY, really? I would say use both the
big hall for the stage and the audience, and the smaller one for Conference's, dressing rooms
and the green room and other stuff like that”( Aaron, Eurovision.tv)
At this stage the fans have absolutely no contact with the venue itself, having limited resources,
such websites, digital media…:
“Brrrr, for the moment the place is looking like a "Swedish Thriller" ( in the books !), I
hope that they will make a good job to clean up the place !!!”( !!!”( Glitglam, Eurovision.tv,)
We can observe in most of the comments , the lack of confidence towards the chosen venue, due
the lack of material and support material :
“Maybe they’ll keep the exterior just the way it is, because they like it rough and because
they are known for their sarcasm. They have already said that they like the industrial look of it”
(1Soul, Eurovision.tv_).
Few days before the proper event, on first of May , I’ve visited for the first time the
Eurovision Island in order to hand out some surveys about the venue. Firstly, I haven’t expected
to see a crowded atmosphere, but through good music and beer shelters, the organizers managed
to attract some fans. It was the best time for me to hand out my 2 question survey, in order to get
some data for the first two stages of this chapter. I’ve managed to get 10 answers from fans ,
representing 6 countries, such as Latvia, Georgia, Lithuania , Ireland… As expected for this
stage, the answers for the first question:” What was your first impression about the venue? an old
shipyard transformed into a ESC stage?”, were disorganized and without acquaintance about the
place. I’ve collected answers such as: “confused”, “a shipyard? c’ommon”, embarrassing,
actually I don’t think it is a bad idea”, I’ve like it”
As it thought before, the fans have different expectations prior to the event.(more
comments in the appendix)and their comments and answers are based only on assumptions , not
on conclusive material. Furthermore, I consider this behavior absolutely normal , because this
stage is just a “accumulation of mental images of a place”( Gunn, 1972, p. 120 , retrieved from
Jenkins 1999, p 4)
19
6.4 Induced image stage-“ From industry to culture”
This chapter will analyse how the organizers are justifying the venue chosen and how are
they trying to promote their decision. This stage is a reflection of combined material , gained
from the organizers, official partners, relevant staff …. Data from different sources or the
individual traits of a person, are different factors which have a major importance on the creation
of image. ( Beerli and Martin, 2004, p 661). Publicity and propaganda, are the most important
sources at this stage. That is the reason,
why I have searched for different promotional
elements, such as statements and interviews about the venue and how the organizers are trying
to connect it with the current event. McClearly and Baloglu is mentioning that the supply factors
for this stage , are external data like media and marketing.( 1999, p 870 retrieved from Pikemaat,
2004).
In relation to Eurovision, the Venue’s industrial look, may risk to be contested by the
fans or even rejected , due his appearance(first stage). The organizers have used this “old
shipyard” brand for the promotion of the event, which has a major relevance for the locals. For
Niels Jul Nielsen, the place is of a great importance for the sentimental side of the locals:
"You can still feel the spirit of the huge industrial site that once stood there, and many
people probably have a sort of romantic relationship with the place and its past,". (Nielsen,2014
, visitcopenhagen)
During my Po , I saw the volunteers handing out different ESC brochures and guides
about the event. Formal sources , such as brochures have significant repercussions on the image
formation of a certain place(Beerli and Martin, 2004, , retrieved from Molina,Gomez&
Consuegra. 2010, p722). In the brochures, one page of it , is dedicated to the venue by having
the following title: “ from shipyard to music venue” (official brochure). Reading through the
lines, I was able to see how the organizers try to induce their desired image:
“ After many month of construction, tearing down and building up, B&W Hallerne are
ready to rumble for the Eurovision Song Contest 2014 . What lies ahed is a spectacular show in
a historic, rugged and maritime environment”(official brochure)
20
All this information highlighted in the media , about the cultural heritage of the place,
associated with all the data about how the place will be changed, will surely affect the image of
the tourists and fans:
“The Venue - an old shipyard, old industry, is now turned into culture” ( Ammundsen,
email correspondence)
After the first article , about the ESC stage was released : “Diamont stage for Eurovision”
(Eurovision.tv) , i have followed some comments from the fans, which were much more positive:
“Looks interesting!”(Eurovisionluck, Eurovision.tv) or “Glitter glamour on stage why not, the
can be "kitschy", that's the point of the show !”( Glitglam, Eurovision.tv).(more in the appendix)
Same excitement about this decision was also shared by Jan Lagermand( DR’s Head of
Show) on facebook , which stated: ”Diamond-shaped? No surprise, but it looks bloody
exciting!”(facebook.com)
We can observe a visible variation between the first two stages. If the first stage is based
only on assumptions and mental projections, the second stage is more complex , in terms of
details. This stage is based on direct or indirect research. In an interview recorded with Volunteer
nr2, which was recorded on the Eurovision Island, she stated:
“I think is great. …It is very well located… Surrounded by the sea. I am pretty sure they
will do something great .. I think it s going to be in shape of diamond or something. You know
it’s Denmark and you know they are going to do it well,.. I is the country of design and
innovation” (Interview with Volunteer nr 1).
In the survey, handed out at the Eurovision Island on the first of May, I found the second
question relevant for this stage. Considering that at this time (first of May), the fans have more
knowledge about the event, the second question sounds like:” What is your impression now?”
I’ve managed to get answers such as: “ crazy big place”, “much more better” or “from outside it
looks old, but I’m sure the inside is brilliant”. The fans have more insight about the place, gained
from direct or indirech research , such as : visits, official brochures, physical presence at the
place….
21
6.5. Modified-induced stage
This chapter will present the last stage of the destination image theory, with data
collected in a post contest period. At this stage the consumers have already direct or indirect
contact with the venue itself , by attending the ESC or by watching it on the tv, internet…My
material selected for this stage, comprehends forum comments, interviews with volunteers and
host delegations and surveys.
Being present at the final show, i was able to get more experience in using the
observation and photography method. The organizers constructed a huge diamond- shaped stage,
where the singers have performed their songs in the applause of the fans. The diamond-shaped
stage was embellished with LED strips and light cubes , in form of a ship prow (Eurovision.tv).
(own photography, see appendix for more)
The atmosphere in the arena was crowded and energetic. Fans from all over Europe
attended the show in order to support their favorites. Asked about the atmosphere in the arena,
Tomek Tereba, member of the organization replied:
“ The atmosphere was absolutely crazy. I’ve never saw that many happy people”( Tereba,
email correspondance). (For more pictures about the atmosphere, see the appendix)
22
Continuing to the organization part , I’ve managed to get some information about the
technology behind the show. I was very impressed by the amazing graphics combined with a
perfect sound system, which was created by Ljung, Manager Technology of Mediatec. For the
first time, in the history of the event, the stage was chasing the singer instead of the opposite
way.(Eurovision.tv). Asked about the outcome of this “amazing” organization , Tereba replied
to me:
“Stage very well prepared, sound system amazing, visualizations were well prepared for
all the delegated, the "pool" around the stage was also very appealing . Organization was very
good, delegates were saying that as well...”( Tereba, own corespondance)
In order to support his affirmation about the delegation staff, I have interviewed a
member of the Hungarian delegation and she provided me the following answer about the venue:
”It was beautiful, it was really well structured and well organized. Inside it was perfectly
beautiful….and the infrastructure and the location was perfect I think” (interview Hungarian
delegation ).
I think the most important part of this stage is the proper experience at the show, which is
absolutely significant for the final image. During the show, several breaks were taken, for
organizational reasons and that was a great opportunity for me to hand out some questions about
the atmosphere and about the show. The individuals were selected randomly, most of them
answering briefly to the questions. It was understandable for me , due the crowded atmosphere.
The first question of the survey: What do you think about the visual and audio performance on
the stage? ; provided me short answers such as: “absolutely amazing”, “great color game”,
everything is “perfect”. As described in the theory above, the modified induced stage contains
reflection and evaluation of the consumers, towards their experience. The easiest way for me to
get these details was to conduct some online research on the official website.: “It was great to
see the ESC live in Copenhagen…. Actually it was one of the best”( matt_sp, Eurovision.tv)….
Same positive opinion is shared by many other users , such as “heinzwidenauer” from Germany:
“I totally agree. What a show what a night! Itunes don't lie! Everything was perfect!”
(Eurovision.tv). (FOR MORE SEE THE APENDIX)
23
This process of destination image is circular and dynamic , therefore the final image is in
a constant changing(Gunn, 1972, p. 120 , retrieved from Jenkins 1999, p 4). All the material
gathered together in the analysis prove that a proper show, with a professional organization, may
cause radical changes to a final image formation.
7. Outreach program
7.1 Background
Sara Dewson describes the outreach activities in her book, Maximising the role of
outreach in client engagement, while she mentions the main goals of the outreach actions:
engaging new customers, through different activities, such as: open days, sponsored events,
newsletter, different modernistic brochures….Another target of the outreach program is to attract
the “hard-to-reach”, like: “Outreach provision can then be used as a means to deliver welfare-towork services to these customers, away from mainstream settings and in more informal and
relaxed surroundings” (Dewson,Davis & Casebourne 2006, retrieved from employmentstudies.co.uk).
In an email correspondence ,
Ulrich Ammundsen, event director of Wonderful
Copenhagen(WoCo), explained all the activities of this program and talked about all the persons
involved in the development of the outreach program. According to him, the outreach program is
composed of:
“Overall, there will be :
• Official opening ceremony and red carpet with stars, hosts , etc. Town Hall Square 4 May.
• Pride Square with a stage and entertainment on the new Rainbow Square next to City Hall,
4th- 10th May
• Eurovision Village at Old Square / Nytorv with stage, entertainment , concerts, organic street
food area , children's area , green urban spaces . 4th- 10th May
• Fan Mile with small pop-up events 4th- 10th May
• International Square on Højbroplads the scene where Hamburg and Beijing are for
entertainment 4th- 10th May
24
• Entertainment from Malmö on Kongens Nytorv 4th- 10th May
• Marriages + small LGBT exhibition to commemorate the 25th anniversary of registered
homosexual partnerships Højbroplads May 9
• Euro Fan Cafe in house - KBH open from April 28 to May 10 ( requires admission)
• Friday Rock in Tivoli with Kato and Safri Duo May 9
• Frederiksberg Days 9 - 10th May
• LGBT Film Festival Mix Copenhagen shows Eurovision movies in the Grand Theatre a few
times during the week + after party .
• Other parties, screenings, concerts , theater, tours , etc. .
• Euro Club nightclub (for accredited and lucky fan club members ) open from April 28 to May
10”
(Ammundsen, email correspondence)
The outreach activities are organized and provided by different organisations, from the
public and private sector as well. Lawther is describing the public and private cooperation as :
“Relationships among government agencies and private or nonprofit contractors that
should be formed when dealing with services or products of highest complexity. In comparison to
traditional contractor- customer relationships, they require radical changes in the roles played
by all partners” (Wendell C, Lawther,2002 retrieved from nascio.org). Innovation ,I would
rather associate with high complexity and challenge , because that is what the organizers are
dealing with in this case. In the previous contest, hosted by Denmark in 2001(Eurovision.tv),
when Danish Radio was the only organizer of the contest, this year, Denmark impressed
everyone with a multilateral cooperation:
” we work with both public and private organizations. Host City Copenhagen is formed
with
REDA,
City
of
Copenhagen
and
Region
correspondence).
25
Hovedstaden”(
Ammundsen,
email
Furthermore , I would like to briefly introduce the Eurovision Fan Mile, which is the the
place where most of the outreach activities will happen. The Fan Mile is situated on Stroget, the
main shopping street in Scandinavia and the largest pedestrian street in the world
(tripadvisor.com). The Fan Mile contains most of the pop-up events , such as : Eurovision
Village , official ceremonies , Pride Square, green activities….Asked about the outreach
program, Sarola Czeh(Volunteer nr 3) answered:
” It was very crowded, had hundreds of different facilities and programs. I think it is fun
to have the availability of such occasions, programs. Copenhagen really tried to show off and
amaze the visitors” (Interview Volunteer nr 3).
Having an outreach program for the Eurovision Song Contest is definitely a new chapter
for the contest itself -it is not a one night show anymore, but a whole week of events: Eurovision
Village, Eurovision Fan Mile…. The next two chapter will discuss how the organizers are trying
to promote the Danish way of life(concept and mentality) , through the outreach program. Of
course, due to the page limit, I will present and discuss only the main activities.
7.2 Innovation and green initiatives
The association of the terms innovation and sustainability with one of the major actor in
the organization of the Eurovision Song Contest, WoCO, can be observed through their work
experience in the former events they have been involved in: Copenhagen Cooking, Copenhagen
Fashion Festival, Fros Challenge Copenhagen(visitcopenhagen.dk). After I’ve asked him to
briefly respond me , what is innovative in their organization, Mr Ammundsen, answered me:
“The way we work, this house has worked with strategic events for 10 years so we have
lots of experience. WoCo was some of the first to take a main event and then fold it out to lots of
activities (Outreach) we for example have an art contest for schools”(Ammundsen, email
correspondence)
26
This “contest for schools” is organized by WoCo and has as a main goal: the promotion
of sustainability for the young generation. The competition is organized for students from 4 to 6
grade with the title: “ how a greener Europe should look like.”( eurovisionschoolcontest.dk). The
winners will get free tickets to the final show.
Between different concert and rehearsals from the singers , organized within the Fan
Mile, the green initiatives were never absent. Between 5- 10th of May , the fans will take part on
different green activities , where they will be teached to plant spices, sunflower seeds, and tasting
wild pesto. Tomek Tereba, one of the interviewed volunteers, witnessed this green initiative and
he replied to me:
”It was incredible to see the excitement on their faces. I think it was very educative for
the kids”(Tereba , email correspondance).
I personally consider this green initiative as a great opportunity to educate the young generation
and not only, by combining fun and entertainment with education. The organizing staff decided
to adopt a sustainable attitude , during most of the activities performed in the outreach program:
“We are very focused on environment, one of our three themes is also “sustainability +
green solution”. This is shown in several ways as for example with HOFOR Water Bar with tap
water (Ammundsen, email correspondence).
On my first field trip to the Eurovision Village, on 4th of may, I was able to observ the
work of the ” HOFOR Water Bar” , to provide fresh water for the fans:
For more pictures see the appendix(own picture)
27
In the survey , shared out in Radhuspladsen, approximately 80% of the respondents
acknowledged the efficiency of this action. The second and last question of the questionnaire
sounded like: How would you rate the efficiency of this action? as I mentioned above, 80% the
consumers described it as “outstanding” and the rest of them outlined it as “ average”. The first
question ;” what do you think about the idea of serving fresh tap water to the fans?”, provided
also some positive answers , such as: “great”, “really helpful”, “new thing for the Eurovision”….
Of course 10 short surveys are not enough in order to get a 100% veracious answer, if this
action was successful or not. My physical presence is also an important asset to this analysis ,
because I was able to observe a lot of spectators using this free service: tap water. The sunny
weather and tense atmosphere contributed to a undoubted success of this action. Furthermore
the organizers tried, during the Eurovision period, to promote the campaign “Copenhagen by
bike”. As I mentioned above, the volunteers were always handing out a free ESC magazine with
information about maps, events, interviews…. One chapter of the page is allocated to advertise
this activity with the following incentive: “ Rent a bike at Eurovision Village and discover the
city, the sustainable and fun way”(official magazine). Asked to mention some sustainable and
innovative initiatives for the Esc organization, Mr Ammundsen replied:
“Most transportation will go through boats, bikes, public transportation rather than cars.
We will also use electric cars for transportation”(Ammundsen, own correspondence)
7.3 Tolerance and openess
Through the organization of a mega event, the host destination, is given the opportunity
to highlight it’s cultural dynamism, economic competence , tourism policy and political
strength.( Echtner &. Brent Ritchie,2003). Tolerance , cultural dynamism and a eco-friendly
mentality
are one of the defying words for the Danish society. The organizers of the show
(Henriksen, president of the Copenhagen Pride) are willing to promote this factors , which along
openness and acceptance , are representative for the local society:
“We are the capital's largest festival, and the Pride embraces all Copenhageners. It is an
important grant because it ensures that all visitors - LGBT and others - will experience
Copenhagen's openness and tolerance" ( Henriksen, 2014 visitcopenhagen.com).
28
They are willing to achieve this goals, by organizing different pop-up events such as gay
marriages , Eurovision Village and Eurovision Fan Mile. On the 7th of May , will be organized
the wedding ceremonies, hosted by the Royal Danish Opera, followed on the 9th of May by the
proper weddings:
“Denmark supports the idea of gay marriage and was willing to show it to the world.
That is a good thing”(Interview with Volunteer nr 3).
Denmark is also celebrating the 25th anniversary , of being the first nation in the world
that accepted and legalized the gay marriages. The organizers take advantage of this anniversary
and promote it as part of the ESC outreach program:
"Eurovision Song Contest 2014 is an all inclusive event taking place in a diverse and
open city. We are thrilled that we as host city can offer our citizens and visitors their very own
Pride Square and LGBT programme thanks to the initiative and hard work by Copenhagen
Pride" (Ammundsen, visitcopenhagen.com).
Beeing present, on 7th of May, at the wedding ceremonies I’ve prepared some questions
to the fans , present at the Royal Danish Opera. I have received somewhere around 8 answers
about this topic(gay marriages and Eurovision). The first question ” How would you describe the
association of gay marriages with the Eurovision song Contest?”, provided me answers such as :
“ typical danish” , “ great idea to combine these things together” or “ the best way to show that
we are all the same, despite sex, colour , race”.(survey, see appendix for more). Due the fact that
this survey was spontaneous and unpredicted, the structure is informal . Due the relaxed
atmosphere and laud music , I was unsure that the fans will answer a second question as well, so
I’ve decided to make it as easier as possible. So the second question: How would you describe
the Danish society? (Multiple choice answer), provided me 4 answers with the word “ tolerant”,
one with emancipated and 3 other “open-minded” answers. Other choices were: repulsive,
traditionalist and other answers, but nobody embraced them.
Some persons never expected this kind of activity , such as the gay marriages:
29
“ I was honestly surprised to see them acting so freely and happy. I must say that I never
thought they will host gay marriages , during the Eurovision week”(email correspondence
Volunteer nr 4 )
This attitude comes probably , due his lack of knowledge about the Danish culture and society,
because he is living in CPH for only 7 months. Furthermore I’ve decided to ask the same
question about the gay marriages, to a “older inhabitant” of CPH, Csis Zarszilvi, one of the
Hungarian host delegation. She is living in the Danish capital , for almost 5 years, so that I
assumed that she has a more deeper insight about the Danish lifestyle:
“I think Denmark is really liberal, so I think it was kind of acceptable that is gonna
happen at the Eurovision, also because Denmark is promoting the way they are accepting these
kind of marriages . I think it is not a surprise “(Interview with Hungarian delegation)
8. Volunteers
This last chapter of the analysis focuses on the tasks and experience of the volunteers at the
ESC. Firstly I will start with what motivated the people to volunteer for the ESC. Sibylle
Rivoallan, one of the volunteers replied to me:
“fact that it is here in Cph and the fact that is such a innovative city, and I am studying
tourism , I was just curious how they will organize it . I think it is great to be part of
it”(Interview Volunteer nr 1)
(own photography, Sibylle)
30
Vantilborgh associates motivation with post experience gainings: ” Whenever people
undertake action because they can gain something that is separable from the activity, they show
an extrinsic form of motivation”( Bidee, Vantilborgh, Pepermans, Huybrechts, Willems , Jegers
& Hofmans 2012, pp 4-5). The same form of motivation and future expectations , stimulated
Miss Zarszilvy( Hungarian host delegation) as well:
“As I was studying event management before, I think it was a big experience for me , like
a lot of knowledge and a lot of experience, how to organize and I think It was very useful for my
future “(Interview with hungarian host delegation)
Her experience from this volunteer work is undoubtedly big, due her multiple tasks:
“ It was kind of complex. I was kind of responsible for the host delegation , to make sure
they are arrive to Denmark, to pick them up, to guide them around the city. I was responsible to
book the transportation to the hole delegation. To translate from Danish to hungarian language
We were doing some sightseeing tour with the hole group and participate in some social events
program , conferences. And also we were responsible that everything is going smoothly and on
time”(Hungarian host delegation)
As predicted , the volunteers tasks were multiple and diverse , such as : to hand out
magazines, brochures, ESC representatives, to provide informations to tourists, guest relation
volunteer: “Guest relation volunteer, checking accreditation for press, staff, and delegates,
including dancers, choir and so on”( Tereba, own correspondance)
During my PO I was able to see the volunteers engaged all over the Fan Mile Area, Venue area
and surprisingly in the hotels as well. (PO)
“ I am gonna be in a hotel and give informations to hotel guests like: where to go, what
to do, how to get to the Eurovision island, what transport to use”(Interview with volunteer nr 1)
In the book Volunteerism and Human Behavior Theory, volunteering is described as a
“opportunity for a greater diversity of inputs and outputs” (lyceumbooks.com) and it can affect a
or even change a certain image about a place, event.
Asked if the organizers are trying to
promote the Danish way of life or innovative aspects, through the volunteers, Sibylle replied:
31
“Yes, that is also what they have told us during the meeting, they insist on Danish design ,
Danish fashion and that we have to talk about it to people: famous builidings…”(Interview with
volunteer nr 1)
Following on , the promotion of Danish culture can be observed in the volunteers work
and outreach program. As mentioned in the theory above, the volunteers can influence through
their work , the image of the fans towards a certain place, event. In the official Eurovision
magazine , besides information about the proper event, many articles were related to
Copenhagen, Danish lifestyle, Danish buildings…(see the appendix). Asked if he thinks that the
organizing staff of ESC tried to promote Denmark or Copenhagen through the volunteers, Iancu
(volunteer nr 4) answered:
“ For example, I was assigned to introduce Copenhagen to the tourist, also to recomand
some relevant places to visit: Little Mermaid, Tivoli, Nyhavn, Fan Mile….”(Tereba, own
correspondence).
9.Conclusion
This chapter of the project , is based on the main findings and recommendations for
future research.
The purpose of this project was to analyze and present the innovative particularities, used
in the organization of the European Song Contest. In order to help me to achieve this research, I
have developed three subquestions, based on three platforms: venue, outreach program and
volunteers. The first sub question “How are the organizers using the venue,” helped me to get
a proper insight about a process of destination image, in this case the pre and post contest period
of the ESC. The findings were relevant , for providing a better acquaintance of how the image of
the fans have changed in the two periods mentioned above. If in the the pre contest period, the
fans were not convinced of a positive outcome of the selected venue, their opinion was
completely changed. The organizers of the event, along with partners and sponsors, managed to
change the image of the fans, by transforming an old shipyard into a ESC stage. The have chosen
a symbolic location for the local Danish culture, to be the center of the most famous song
32
contest in the world. Maybe this approach would influence the future host countries to select a
representative venue as well, having as example the success of the Danish organization.
The second subquestion , used to conduct this research was “What is the outreach
program , used by the organizers?”. The organizers decided to innovate the whole Eurovision
concept, through the initiation of different activities and sub events for the fans. They have
changed the notion of ESC, from a one night show to a whole week of events. Furthermore the
material collected , emphasized the fact, that the entertainment and attraction of the fans , was
not the only desired outcome of the outreach program. They managed to promote the
characteristics of the Danish society , through the organization of different sustainable activities,
same sex marriages ..etc . It will be interesting to see , if the next hosting country, Austria, will
adopt a similar strategy in their organization.
The same strategy of promoting the local culture , was adopted by the volunteers as well.
Besides their normal tasks, as guides, guest relation…etc, they were supposed to recommend and
promote local buldings, places..etc. The data collected from the volunteers was relevant , due
their direct and specific contact with the phenomenon. This project concludes that the innovative
particularities of the Eurovision are visible in the way the organizers structured and organized the
event. The organizers managed to promote the Danish culture and they have changed the notion
of how Eurovision is organized. As a future research I would recommend to analyze the future
approach of the next host country.
10.Refrences
1. Bibliography
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Beerli A, Martin JD (2004). Factors Influencing Destination Image. Ann. Tour. Res. 31(4): 657-681,
retrieved from Molina A.,Gómez M. &Consuegra M , March 2010, Tourism marketing information and
destination image management , p 722
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The measurement of
destination image: the case of Austria
Bidee. J , T. Vantilborgh , R. Pepermans .G. Huybrechts , J. Willems , M. Jegers ,& J. Hofmans 2012Autonomous Motivation Stimulates Volunteers’ WorkEffort: A Self-Determination Theory Approach to
Volunteerism, March 2012, p 4
Bohlman P.V. , World Music: A Very Short Introduction (New York: Oxford University Press, 2002), pp 8898
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11. Appendix
1. Interviews
Interview with Volunteer nr 1: Sibylle Rivoalan
Place: Aalborg University
Date: 24.05.2014
1.Have you ever been involved in any volunteer work: ?
Yes, I am currently volunteering at Hubus Tub , is this restaurant in CPH and I’ve also
volunteered in the past in different places to an organization that protects see turtles, in Greece
and Costa Rica
2.What do you think about Copenhagen as a host destination for the Eurovision
I think is really really great, because it’s going to be like great publicity for Cph and I think it is
a great way to show the city and make people more aware of it.
3. Lifestyle and tolerance , towards gay people do you think it will be highlighted ?
Yes, I think it is a good think, they gonna have a lot of weddings organized for gay people . I
think it is a great way to show how open minded the Danish people are.
4. 3.How are the volunteers engaged?
So far we only had one meeting and we receive informations by email and they still organizes it
for volunteers. We have to smile to be happy and to give great advices and information to
39
tourists. We will all have different tasks: I am gonna be in a hotel and give informations to hotel
guests like: where to go, what to do, how to get to the Eurovision island, what transport to use
5.How do you feel about having the chance to cooperate with the most successful song contest ?
Is the biggest, I think it is great… I ve never watched it actually , because I’ve always thought
the bands are not that good and the fact that it is here in Cph and the fact that is such a
innovative city, and I am studying tourism , I was just curious how they will organize it . I think it
is great to be part of it
6.What is your opinion towards the recent venue , choosen by the hosts? a former industrial
shipyard, which will be the stage for the contest
I think is great. …It is very well located… Surrounded by the sea. I am pretty sure they will do
something great .. I think it s going to be in shape of diamond or something. You know it’s
Denmark and you know they are going to do it well,.. I is the country of design and innovation
7. You think the host will highlight and prove their innovative and design skills.
Yes, that is also what they have told us during the meeting, they insist on Danish design , Danish
fashion and that we have to talk about it to people: famous builidings
Interview with volunteer nr 2: Sarolta Czech
Through skype
Date: 13.05. 2014
Have you ever been involved in volunteer work before?
-no, not really
Why have you decided to be a volunteer for the Eurovision Song Contest?
- I saw the announcement and I tought it will be a lot of fun. Furthermore, Eurovision is one of
the biggest occasions in the world, at least Europe is totally involved, and I felt that I want to be
a part of it.
How are the volunteers used?
-Volunteers in general were used a hundred different ways. There were the guides, the security
check people, others in the accreditation center (I still have no idea what that is), there were the
delegation hosts, guides in the streets or in hotels, etc… So we had pretty various tasks, it is
unbelieveable.
How were you engaged?/
- I was lucky, as I was placed at a hotel desk reception as a guide. All I was doing is sitting
40
there and giving information for people asking about Eurovision, or just simple visitors asking
about Copenhagen
Would you consider this volunteer job as different?why?
I have no experience to compare it
What is your impression towards the organization of the event?(OUTREACH PROGRAM)
It was very crowded, had hundreds of different facilities and programs. I think it is fun to have
the availability of such occasions, programs. Copenhagen really tried to show off and amaze the
visitors.
What is your opinion towards the gay marriages, as part of the event?
Honestly, I am not into this whole gay parade/fest thing. It is overpromoted in Denmark, in
general. And now, from a national level it grew into an international level. For developed
countries, where being gay and gay marriage is an accepted thing, this must have been a great
thing and probably visitors coming from conservative countries might not still find it acceptable.
Still, Denmark supports the idea of gay marriage and was willing to show it to the world. That is
a good thing.
Would you consider this year’s Eurovision Song Contest as a success? In terms of innovation
and performance of the organizers
The stage was definitely banging. Also how they transformed that empty storage into a stage.
What might be new is the tap water ideea and also the gay marriage. But is that really new?
Don’t they do that in Roskilde Festival for years now?
7.What is your opinion towards the recent venue , choosen by the hosts?a former industrial
shipyard, which will be the stage for the contest
See my answer above  I think it was a really good choice to make it there, as the capacity is
huge, and its placed a bit outside the city so it didn’t bother anyone. The transportation to and
from the island was smooth, well organized, had extra buses and water taxies, so they made sure
everyone will get there one way or another. And what they did with the stage and technology, it
was amazing to see. I don’t think it was a bad idea to chose the shipyard, at least it made
Eurovision more special ;)
Interview with host of the Hungarian delegation41
Through Skype
Date: 14.05.2014
1.What is your nationality?
I am from Hungary
2. IS it the first time you participate to a Eurovision Song Contest?
Yes
3. Describe your tasks at the ESC?
It was kind of complex. I was kind of responsible for the host delegation , to make sure they are
arrive to Denmark, to pick them up, to guide them around the city. I was responsible to book the
transportation to the hole delegation. To translate from Danish to hungaryan language We were
doing some sightseeing tour with the hole group and participate in some social events program ,
conferences. And also we were responsible that everything is going smoothly and on time
4.What is your impression towards the organization of the event?( Fan mille)
I haven’t been there during the Eurovision , because I didn’t had the time for it. I was at the
Euro CUP , the place where the delegates gather together and have a after party and also a
preparty before the Eurovision.
5. What is your opinion towards the gay marriages? As part of the event
I think Dnemark is really liberal, so I think it was kind of acceptable that is gonna happen at the
Eurovision, also because Denmark is promoting the way they are accepting these kind of
marriages . I think it is not a surprise
6. What do you think about the place? A former factory transformed into a scene for the
Eurovision Song Contest?
I think it was a very cool idea, it was beautiful , very well structured and well organized. Inside it
was perfectly beautiful, outside it was not very different as before. The infrastructure and the
location was perfect I think.
7. Would you consider this ESC a success in terms of innovation and performers of the
organizers?
Yeah, I think every year, every Eurovision hosting country is gonna figure something new ,
something innovative and they have to it actually, they have to keep continuing on doing some
innovation. I think this year was very innovative, not a tipicall concert venue , and it went very
well, it was really beautiful.
42
9.How would you describe your experience gathered after this ESC?
As I was studying event management before, I think it was a big experience for me , like a lot of
knowledge and a lot of experience, how to organize and I think It was very useful for my future
2 Email correspondence
Email correspondence with Mr. Ulrich Ammundsen from WonderfulCopenhagen
1. Can we see Denmark thourgh the Eurovision as a innovative country?
We are very focused on environment, one of our three themes is also “sustainability + green
solution”. This is shown in several ways as for example with HOFOR Water Bar with tap water.
Most transportation will go through boats, bikes, public transportation rather than cars. We will
also use electric cars for transportation. More about the green angle
here:http://www.visitcopenhagen.com/copenhagen/gastronomy/copenhagens-hosting-esc-2014green
The Venue - an old shipsyard, old industry, is now turned into culture
2. What do you think is innovative in your organization?
The way we work, this house has worked with strategic events for 10 years so we have lots of
experience. WoCo was some of the first totake a main event and then fold it out to lots of
activities (Outreach) we for example have an art contest for
schoolshttp://www.eurovisionschoolcontest.dk/
3. How is Eurovision working with the volunteers?(how are they used, how are the volunteers
engaged, who is dealing with the volunteers?
The heart of the Fan Mile will be the volunteers. The volunteer Eurovision Guides will have
to spread thegood mood and high spirits as they perform key tasks, such as to show the way, to
help in the children's area,guide to Eurovision information and experiences and much
more. The volunteers are often the visitor's first encounter with the city and has an important
role to show that Copenhagen is an open, smiling and welcoming city with a high level of
service. Host City Copenhagen are leading the volunteers
43
4. How is Eurovision working with the outreach program? WHAT DO THEY DO?what is the
outreach program? It’s not a one night show anymore, it’s a whole week of events
Overall, there will be :
• Official opening ceremony and red carpet with stars, hosts , etc. Town Hall Square 4 May.
• Pride Square with a stage and entertainment on the new Rainbow Square next to City Hall,
4th- 10th May
• Eurovision Village at Old Square / Nytorv with stage, entertainment , concerts, organic street
food area , children's area , green urban spaces . 4th- 10th May
• Fan Mile with small pop-up events 4th- 10th May
• International Square on Højbroplads the scene where Hamburg and Beijing are for
entertainment 4th- 10th May
• Entertainment from Malmö on Kongens Nytorv 4th- 10th May
• Marriages + small LGBT exhibition to commemorate the 25th anniversary of registered
homosexual partnerships Højbroplads May 9
• Euro Fan Cafe in house - KBH open from April 28 to May 10 ( requires admission)
• Friday Rock in Tivoli with Kato and Safri Duo May 9
• Frederiksberg Days 9 - 10th May
• LGBT Film Festival Mix Copenhagen shows Eurovision movies in the Grand Theatre a few
times during the week + after party .
• Other parties, screenings, concerts , theater, tours , etc. .
• Euro Club nightclub (for accredited and lucky fan club members ) open from April 28 to May
10
5. What can you tell me about the collaboration with wonderfull Copenhagen and about the
public-privat collaboration?
we work with both public and private organizations. Host City Copenhagen is formed with
REDA, City of Copenhagen and Region Hovedstaden
6. How do you link the event with the Copenhagen values ?tolerance, lifestyle, gay marriages
http://www.visitcopenhagen.com/copenhagen/music/have-wonderful-wedding-eurovisioncopenhagen
http://www.visitcopenhagen.com/copenhagen/lgbt/copenhagen-gets-pride-square
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7. Can you give me more details about the Venue ?the so called Eurovision Island
http://www.visitcopenhagen.com/copenhagen/eurovision-venue-bw-hallerne
Email correspondance with Niels Jul Nielsen, Associate Professor at University of
Copenhagen
Dear Christian,
I am unfortunately away for a longer period. I will suggest you find the book “Sjak, mestre og
skibsbyggeri” by Torkil Adsersen and myself. It contains a lot of detailed information of the
buildings and activities at Refshaleøen during the post-WW2 period.
Best regards,
Niels
Email correspondence with guest relation volunteer – Tomek Tereba
1. Describe me your tasks at ESC?
Guest relation volunteer, checking accreditation for press, staff, and delegates, including
dancers, choir , volunteer at the green activities
2.hey tomek can you give me some detials about the venue?
“the venue looked ugly from the outside, not very attractive, with only a big poster of JoinUs
Eurovision. Organization was very good, delegates were saying that as well. Stage very well
“prepared, sound system amazing, visualizations were well prepared for all the delegated, the
"pool" around the stage was also very appealing .. Another things the tents around the venue
seemed unsafe in windy weather but apparently they were ok
How was the atmosphere at the green activities? I can see that you’ve worked there from your
tasks?
”It was incredible to see the excitement on their faces. I think it was very educative for the kids
How are the organizing trying to protect the Danish culture?
“ For example, I was assigned to introduce Copenhagen to the tourist, also to recomand some
relevant places to visit: Little Mermaid, Tivoli, Nyhavn, Fan Mile….”
45
3. Survey
First SurveyPlace : Eurovision Island
Date: 1st of May
What is your nationality?
Results: Latvia, Georgia, Lithuania , Ireland, Denmark, Armenia
What was your impression about the venue?
Results: confused;, a shipyard? c’ommon;, embarrassing ;, actually I don’t think it is a bad idea;
I’ve like it; I’ve didn’t had one ; a good one; what is venue; low budget;
What is your impression now?
Results : crazy big place; much more better; from outside it looks old, but I’m sure the inside is
brilliant; can’t wait to see it; excited for the show; looks amazing; They made it!;
Second Survey
Place : Radhuspladsen
Date: 4th of May
1. What do you think about the idea of serving fresh tap water to the fans?
2x Great; really helpful;, new thing for the Eurovision; efficient; really good; Danish watersimply the best; good idea; they did I in Roskilde as well; good organization
2.How would you rate the efficiency of this action?
80% outstanding
20% average
0% poor
Third Survey
Place: Royal Danish Opera
46
Date: 7th of May
1. How would you describe the association of gay marriages with the Eurovision song Contest?
typical Danish; great idea to combine these things together; the best way to show that we are all
the same, despite sex, colour , race; very good idea; I’ve honestly expected this; sorry I have no
time; everyone is free to do whatever he wants, so that I think it’s a good idea; great;
2. How would you describe the Danish society? (Multiple choice answer
4x tolerant
3x open minded
1x emancipated
0x repulsive
0x traditionalist
4. Photos
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