Citizens’ motivation and attitude as potential host volunteers in the preparatory years of the Veszprém-Balaton 2023 European Capital of Culture Programme

Abstract

This study is focusing on volunteering as a host in the local tourism industry. The Hungarian city, Veszprém and the Lake Balaton region won the title ‘Veszprém-Balaton 2023 European Capital of Culture’ (hereinafter VEB2023 ECoC) in 2018. Creating and managing an effective volunteer programme is one of the keys to the success of an ECoC project. The research aims to uncover the motivations and willingness of Veszprém citizens as potential host volunteers and their interest in the VEB2023 ECoC events during the preparatory years. In 2020, an online and offline survey was conducted to answer the following questions: Are those interested in the proposed ECoC events more likely to volunteer as a host? Are they willing to remain volunteers until and beyond 2023? Does the prestige of VEB 2023 ECoC motivate residents to be host volunteers? In May 2020, a case study was carried out on the opportunities for students of the University of Pannonia in Veszprém to participate in the VEB2023 ECoC programme. The findings and the practical recommendations help to develop a successful, sustainable and smoothly operating volunteering system in Veszprém and its surroundings, and can be beneficial for other future European Capitals of Culture or major event organisers as well.