Perceptions of destination image building through Eurovision Song Contest: The Baltic perspective

Literature has widely explored how hosting events might affect a destination image (Duarte, Folgado-Fernández, & Hernández-Mogollón, 2018; Lai, 2018). Indeed, many destinations put effort into attracting festivals and events to their cities and countries in order to build and promote their brand’s image (Ashton, 2014; Jago et al., 2003). Similarly, scholars have explored the effects of event hosting on community - and nation-building (Ismayilov, 2018; Mair & Duffy, 2020). For example, Ismayilov (2018, p. 844) explored how Azerbaijan’s participation in the Eurovision Song Contest (ESC) rendered the ‘evolving dynamics within the country's cultural realm and the very process of its post-colonial identity formation’. Similarly, a study by Ariely and Zahavi (2022) in an Israeli context unveiled noteworthy distinctions between individuals who were exposed to the contest and those who were not. Indeed, the contest had contradictory effects on the public, leading to both increased cultural patriotism and chauvinism on one side and some cosmopolitan influences on the other. Yet, there is limited knowledge of how destination image is being built and represented through participation in international events such as ESC.

This study aims to explore the perceptions of destination image building through participation in ESC. Specifically, this study will focus on three Baltic States – Lithuania, Latvia, and Estonia – to uncover how the citizens of these countries perceive their country image and what role participation in ESC play in affecting these perceptions. To answer these questions, a holistic qualitative framework has been used. The study is based on 22 interviews with ESC fans from the three Baltic States.

The study is currently undergoing an in-depth analysis of the interviews. Early findings shed light on the intricate relationship between the ESC and destination image building for the Baltic States. By unravelling the perceptions of Lithuanians, Latvians, and Estonians towards their respective countries and evaluating the impact of participation in ESC, this study provides valuable insights into the potential benefits and challenges of utilising international events for country branding and image promotion. Furthermore, this study contributes to the broader understanding of how cultural exchange and artistic expression can impact global perceptions of a nation.