Dancing to enhance the destination image: Co-Creating a Guinness World Record

Research output: Chapter in Book/Report/Published conference proceedingConference contribution

Abstract

Destinations try to become creative in order to enhance, rejuvenate or change their destination image. It is vital to engage local communities in this task and take them on board since the actions of the planners are going to be welcomed and the local community engagement and co creation will be more effective (Black and Veloutsou, 2017). A Guinness world record is a prestigious and effective method to create noise about an event, let alone if the event involves the cooperation of thousands of participants who attempt to break a world record. The local authorities of a city decided that a means to create that was to attempt to break the previous Guinness World Record held by another city when 1650 people danced coordinated and simultaneously. In August 2012 the attempt was made under the strict surveillance of Guinness World Record Officials who validated the attempt of 6514 volunteers who danced syrtaki for their city. The aim of this paper is to address how volunteering and cocreation can enhance a destination’s resilience, use creative marketing strategies and promotional activities to enhance a destination’s image. The paper follows a qualitative approach discussing the preparation and build up to the event considering the challenges of co-creating such an event by volunteer groups and local authorities. The application of choreography in order to enhance the destination image and the co creation of the sense of belonging in conjunction with the cooperation of volunteers organisations and local authorities is explored in this paper (Haanpää, 2017; Wesley et al, 2011). References Black, Iain, Veloutsou, Cleopatra (2017) Working consumers: Co-creation of brand identity, consumer identity and brand community identity. Journal of Business Research, 70, 416-429, DOI 10.1016/j.jbusres.2016.07.012 Haanpää Minni 2017 Event co-creation as choreography, University of Lapland. Rihova, I., Buhalis, D., Gouthro, M., B., Moital, M. (2018) Customer-to-customer co-creation practices in tourism: Lessons from Customer-Dominant Logic. Tourism Management, 67 362- 375. Wesley S. Randall, Michael J. Gravier & Victor R. Prybutok (2011) Connection, trust, and commitment: dimensions of co-creation?, Journal of Strategic Marketing, 19:1, 3-24, DOI: 10.1080/0965254X.2010.537760
Original languageEnglish
Title of host publicationTourism Hospitality Events, International Conference
Pages36
Number of pages36
Publication statusPublished - 11 Jun 2020

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