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Visual representations of indigenous tourism places in social media
Dalarna University, School of Culture and Society, Human Geography. (CeTLeR)ORCID iD: 0000-0002-4919-4462
Dalarna University, School of Culture and Society, Tourism Studies.ORCID iD: 0000-0002-1400-0357
2021 (English)In: Tourism, Culture & Communication, ISSN 1098-304X, E-ISSN 1943-4146, Vol. 21, no 2, p. 95-108Article in journal (Refereed) Published
Abstract [en]

This article focused the analysis on social media representations of Sapmi using the hashtags #visit-sapmi and #visitsapmi, which nuance official, top-down versions of the place communicated in other contexts, but simultaneously are more focused on visitors and their experiences. The results show that the making of the Sapmi region as a place and a tourism destination through social media content is an ongoing process of interpretation and reinterpretation of what indigenous Sami culture is and how it connects to specific localities. Future research should look at the broader understanding of places that can be accessed through social media analysis. The main argument is that visual communication is a very important tool when constructing the brand of a destination. Considering the growing role of social media, the process of place-making through visual communication is explored in the case of the destination VisitSapmi, as it is coconstructed in online user generated content (UGC). From a theoretical viewpoint, we discuss the social construction of places and destinations as well as the production of meaning through coconstruction of images and brands in tourism contexts. The focus is on how places are created, branded, and made meaningful by visualizing the place in a framework of tourism experiences, in this case specifically examined through indigenous tourism. We use a content analysis of texts, photographs, and narratives communicated on social media platforms. Regardless of negotiated brand management's efforts at official marketing, branding, and tourism planning, the evolution of Sapmi as a place to visit in social media has its own logic, full of contradictions and plausible interpretations, related to the uncontrollable and bottom-up processes of UGC.

Place, publisher, year, edition, pages
COGNIZANT COMMUNICATION CORP , 2021. Vol. 21, no 2, p. 95-108
Keywords [en]
Indigenous tourism, Place making, Saami people, Visual communication, Social media
National Category
Human Geography
Identifiers
URN: urn:nbn:se:du-37957DOI: 10.3727/109830421X16191799471980ISI: 000679227800004Scopus ID: 2-s2.0-85112815910OAI: oai:DiVA.org:du-37957DiVA, id: diva2:1588609
Available from: 2021-08-27 Created: 2021-08-27 Last updated: 2023-04-14Bibliographically approved

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Heldt Cassel, Susannade Bernardi, Cecilia

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Citation style
  • apa
  • ieee
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  • vancouver
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More styles
Language
  • de-DE
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  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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  • asciidoc
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