Share with Aarhus: Applying the concept of collaborative consumption to NorthSide Festival for the creation of a contemporary approach to urban event development
Authors
Sørensen, Michael ; Stouby, Anne Katrine
Term
4. term
Education
Publication year
2014
Submitted on
2014-07-31
Pages
105
Abstract
This thesis examines how collaborative consumption can be integrated into urban event development through a qualitative, exploratory case study of the NorthSide Festival in Aarhus. Using a comprehensive, three-pronged perspective, it assesses effects on the event itself, its stakeholders, and the city at large. In collaboration with NorthSide, a test project explores social travel and digital platforms for collaborative consumption as complementary tools to enhance authenticity and integrate the festival’s value chain. Methodologically, the study adopts a constructivist, interpretivist stance and develops a framework that combines event management, stakeholder theory, and city branding. Findings indicate that applying collaborative consumption can foster collaborative lifestyles and a sense of community among attendees and partners, create secondary activities within the event, and improve guest experiences. For stakeholders, the approach can deliver added value, new relationships and communication channels, and business opportunities, while the city may benefit from attracting more visitors and events, supporting urban development, and strengthening external branding as well as resource and skills sharing. The thesis also addresses a gap in the literature by focusing on urban event development, which has often been overshadowed by rural contexts.
Denne afhandling undersøger, hvordan collaborative consumption (deleøkonomi) kan indgå i udviklingen af urbane events gennem et kvalitativt, eksplorativt casestudie af NorthSide Festival i Aarhus. Med en helhedsorienteret tilgang vurderes effekter i et treleddet perspektiv, der omfatter selve eventet, dets interessenter og byen som helhed. I samarbejde med NorthSide gennemføres et testprojekt, der afprøver sociale rejser og digitale platforme for deleøkonomi som et komplement til festivalen med henblik på at styrke autenticitet og integrere værdikæden. Metodisk hviler studiet på et konstruktivistisk, fortolkende udgangspunkt og udvikler en ramme, der kombinerer event management, stakeholderteori og city branding. Resultaterne peger på, at anvendelsen af deleøkonomi kan fremme samarbejdsorienterede livsstile og fællesskabsfølelse blandt deltagere og partnere, skabe sekundære aktiviteter inden i eventet og forbedre gæsteoplevelserne. For interessenter giver tilgangen merværdi, nye relationer og kommunikationskanaler samt muligheder for forretning, mens byen som helhed kan drage fordel af øget tiltrækning af besøgende og events, understøttelse af byudvikling og styrket ekstern branding samt en mere samarbejdsorienteret ressource- og kompetencedeling. Afhandlingen adresserer samtidig et videnshul ved at fokusere på urban eventudvikling, hvor litteraturen ofte har prioriteret rurale kontekster.
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