In this thesis, a case study approach is utilised in order to examine the Danish city of Roskilde as a tourism destination as well as its stakeholders, and related co-creation efforts. Qualitative fieldwork research is central to this thesis and is primarily comprised of interviews with Roskilde´s primary tourism stakeholders. These consist of the Viking Ship Museum, Roskilde Cathedral, Roskilde Museum, the Destination Marketing Organisation (DMO), VisitFjorlandet as well as Roskilde Municipality and a group of residents. In addition to this, observational research was conducted at the destination and relevant academic material has been employed to better understand and contextualise the research. Through an iterative, abductive, hermeneutic process, the gathered data is coded and analysed through a social constructivist lens with the purpose of identifying and interpreting emerging meaning.
The key emerging concepts which are at the center of the research are heritage, narrative, and co-creation. Heritage pertains primarily to the cultural heritage which is central to Roskilde and the constructed destination narrative surrounding it as well as Roskilde Cathedral’s designation as a UNESCO World Heritage Site. The narrative pertains to the collective, constructed narrative for the destination as well as those of individual stakeholders. Inclusion is here examined as the stakeholders have differing perspectives on how representative the core narrative is. Here, possible ways to further inclusion in the process of creating the core narrative of Roskilde is examined. A key concept in this instance is co-creation. The various stakeholders’ understanding of this and possible uses in practice is examined and considered relatively to each other.
Roskilde is particularly known for its cultural heritage, both tangible and intangible, which is also central to the promotional narrative and branding of the destination. The most prominent aspect of heritage which is at the core of the constructed narrative pertains to Vikings with the DMO. In addition to the Viking ties which are the basis for the core narrative, Roskilde is known for its strong ties to the Danish Monarchy, dating back to Medieval times. Also, the UNESCO heritage designation of Roskilde Cathedral gives international recognition. The DMO encompasses Roskilde Municipality and the neighbouring municipalities of Lejre and Frederikssund.
VisitFjorlandet has constructed the joint Viking-based narrative and corresponding “Let the Saga Begin” slogan to include all its three participating municipalities which is the basis for promotion to reach the strategic goals set for extensive destination growth. With this goal of destination growth for the sake of growth, it has been of particular interest for this thesis to examine inclusion and representation in the development and goal-setting process which appears to be limited to established tourism stakeholders, particularly the DMO. With other perspectives and insights, the locals could add understanding to any issues that need to be addressed and can furthermore add depth and dimensions to the destination’s narrative. The concept of co-creation is here brought in to examine possible ways to address aspects of social sustainability and inclusiveness in defining the values and goals of tourism development, and their subsequent implementation.