Citizen Volunteers as Place Brand Ambassadors?

Bidragets oversatte titel: Frivillige borgere som Place Brand ambassadører?

Publikation: Bog/antologi/afhandling/rapportRapportForskning


Leila Trapp, associate professor at Aarhus University, Department of English, International Business Communication has in cooperation with rethinkIMPACTS 2017 evaluated the role of volunteers as ambassadors during Aarhus 2017. In particular, this study focuses on the volunteers who greeted cruise ship tourists and examines the volunteer program by asking how the volunteer role has been managed, carried out and understood from several perspectives. With reference to the Aarhus 2017 Secretariat’s intention to strengthen the city’s potential as a tourist destination, this study also focuses on the extent to which the volunteer role can be understood as involving place branding efforts.
Bidragets oversatte titelFrivillige borgere som Place Brand ambassadører?
ForlagrethinkIMPACTS 2017
Antal sider25
Rekvirerende organisationreTHINK impacts 2017 (c/o Lene Bak, Pluss)
StatusUdgivet - 2018


  • citizen volunteers
  • place branding
  • citizen ambassadors
  • city branding
  • city image


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