1. Introduction In May 2018, a new chapter in Danish sports history was written when the IIHF 2018 Ice Hockey World Championship (hereinafter “the 2018 IHWC”) was held in Denmark for the first time ever. The best sixteen ice hockey nations played 64 games at Royal Arena, Copenhagen, and Jyske Bank Boxen, Herning, and more than 350,000 tickets were sold to 238,000 spectators,1 who attended the games. An event of this size and complexity requires a lot of careful planning. The financial and human resources, locations, infrastructure, experience design and marketing are just some of the many detailed elements comprising such an event. Also, these elements involve several vital stakeholders, all of whom have something they want to get out of the event, and they hope for a positive effect from it. Spectators and fans want an event of high experience quality, the media want the best possibilities of generating good content, sponsors want high exposure and a brand activation platform, municipalities and regions funding some of the event want a return on their investment, and the general public want an event that creates a generally positive impact on the area in which it is held and the country in general, since their taxes partly fund it. In terms of these stakeholders and their needs, this research focuses on two main areas of analysis: • the economic tourism-related impact of the 2018 IHWC, the goal of which was to provide insight into the derivative tourism-related impact of the event on the host nation and specifically Copenhagen and Herning where the games were held; • the level of attendees’ satisfaction with the experience of the 2018 IHWC, focusing on the quality of the experience and the basis of this quality in the experience design. Besides these two main areas of analysis, the research also included a minor analysis of the event’s potential effect on tourism in Denmark going forward, based on spectators’ experiences during the 2018 IHWC. Besides the introduction, (section 1), the following summary of the original 38-page report include these sections: 2. The methodological foundation of the research with a practical description of the data collection and data analysis processes; 3. A description of IHWC attendees based on interview data; 4. The main findings of the analysis of the economic tourism-related impact and the study results; 5. The findings and sub-conclusions of the experience-quality analysis; 6. A short section on the event’s potential impact on tourism going forward; 7. Conclusions and subsidiary conclusions of the research project; 8. References; 9. Appendices. 1 Ticket statistics from event organisers. The 350,000 tickets do not include the approx. 100,000 complimentary tickets and accreditations issued to key stakeholders. 2
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