Sustainability in events in Northern Jutland - A study of the perception of sustainability among events in Northern Jutland and how they are implementing sustainability and its challenges
Author
Jensen, Michelle Møller
Term
4. term
Education
Publication year
2021
Submitted on
2021-05-31
Pages
129
Abstract
This thesis examines how events in Northern Jutland understand sustainability, how they put it into practice now and in the future, and what challenges they face. Sustainability in tourism and events is high on the agenda in both industry and academia. The study uses a qualitative approach with semi-structured interviews: one representative from each sampled event in Northern Jutland and an industry expert were interviewed. The analysis drew on the Triple Bottom Line—the environmental, socio-cultural, and economic dimensions—which emerged from both the interviews and the literature. Based on these dimensions and related sub-themes, the study assessed participants’ perceptions, concrete actions, and challenges. Findings show that events perceive sustainability across all three dimensions, but the environmental dimension is most prominent. This is reflected in current measures and in plans to increase sustainability. The socio-cultural dimension receives less explicit attention, even though many events work with volunteers and local communities. The economic dimension also matters because funding is crucial to implement and develop sustainable actions; however, respondents rarely frame it as part of sustainability, describing it instead as an ongoing lack of resources. Marketing and communication are often treated within the economic dimension, with sustainability used as a competitive tool to stand out. Overall, interviewees are motivated to strengthen sustainability, recognizing its growing importance in society and in the event industry.
Dette speciale undersøger, hvordan events i Nordjylland forstår bæredygtighed, hvordan de omsætter den til praksis nu og i fremtiden, og hvilke udfordringer de møder. Bæredygtighed i turisme og events er højt på dagsordenen i både erhvervslivet og forskningen. Undersøgelsen bygger på en kvalitativ metode med semistrukturerede interviews: én repræsentant fra hver udvalgt event i Nordjylland samt en brancheekspert blev interviewet. Analysen tog udgangspunkt i Triple Bottom Line – de miljømæssige, socio-kulturelle og økonomiske dimensioner – som fremkom i både interviewene og litteraturen. På den baggrund blev informanternes opfattelser, konkrete tiltag og udfordringer vurderet, og relevante undertemaer blev identificeret. Resultaterne viser, at events forstår bæredygtighed som tredelt, men at den miljømæssige dimension dominerer. Det ses i de aktuelle indsatser og i planerne for øget bæredygtighed. Den socio-kulturelle dimension får mindre eksplicit opmærksomhed, selvom mange arbejder med frivillige og lokalsamfund. Den økonomiske dimension er også vigtig, fordi økonomi er afgørende for at iværksætte og videreudvikle bæredygtige tiltag; den omtales dog sjældent som en del af bæredygtighed, men som en vedvarende mangel på midler. Markedsføring og kommunikation placeres ofte i den økonomiske dimension, hvor bæredygtighed bruges som konkurrenceparameter for at skille sig ud. Overordnet er interviewpersonerne motiverede for at øge events’ bæredygtighed, fordi de ser dens voksende betydning i samfundet og i eventbranchen.
[This apstract has been rewritten with the help of AI based on the project's original abstract]