Stakeholder Theory: The Need for a Convenor. The Case of Billund

Abstract

A flagship attraction is defined as an attraction that forms a basis for a local or regional development of the tourism industry which otherwise would have existed to a much smaller degree. This paper examines that statement by a study of Legoland as a flagship attraction of Billund as a destination. Interviews have been undertaken with visitors to Legoland, entrepreneurs and different stakeholders within the destination. A stakeholder theory has been used to discuss the question of how to manage a destination dominated by a flagship attraction. The findings say that there is a decisive connection between a flagship destination and the need of a significant convenor. Without a convenor, it is not sure that the flagship attractions have a positive rub-off effect on the rest of the tourism industry in a tourism destination.

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