Eurovision Song Contest - An International Event as Nation Branding and as a Demand Generator
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| Format: | Thesis |
| Kulcsszavak: | Eurovision Song Contest Demand Generation Nation Branding |
| Online Access: | http://dolgozattar.uni-bge.hu/12843 |
| Abstract: | The Eurovision Song Contest, as a large international event, is attracting tens of thousands of people year by year to one specific European country. This mega-event not only serves as a nation branding and promotional tool for participating and host countries, but also contributes to the attraction of foreign visitors and generates income for host cities and countries. Because of the increased attention towards this event and the relatively high number of visitors and television viewers from all over the world, the Eurovision Song Contest can be considered as the most significant non-sport event of the year. This study focuses on the effects of the Eurovision Song Contest on the tourism industry in host countries and its potential to serve as a basic promotional and nation branding tool. Within the framework of this dissertation the economic and social effects are elaborated, while also highlighting the potential of the Eurovision Song Contest as a promotional tool, focusing on Internet and television as media platforms to reach target audiences. The research includes the analysis of a case study conducted by the Copenhagen Official Convention Bureau, of a questionnaire targeting past and future Eurovision-goers and an interview conducted by the researcher. Findings indicate that the Eurovision Song Contest, through promoting a country or nation and creating a positive image in the public eye, contributes to the generation of additional demand by attracting visitors who normally would not visit a certain region. |
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