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Representation of the Sámi Culture in Tourism in Sweden:: A Thematic Analysis of Marketing Websites from Swedish Lapland
Dalarna University, School of Technology and Business Studies, Tourism Studies.
Dalarna University, School of Technology and Business Studies, Tourism Studies.
2018 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The following thesis examines the representation of Sámi that reside in the Swedish part of Lapland. Tourism has been a complement to the traditional occupations for many Sámi. However, representations of Sámi in web-marketing may be misleading the tourists in their understanding of the Indigenous people. The aim of the thesis is to examine regional marketing material in Sweden, found online, through a thematic analysis to highlight patterns and themes that are utilized for a competitiveness in the market. The use of language, when referring to Sámi, and adjectives to describe landscape, food, and people were focused upon. Six webpages were analysed, which showed a strong focus of the marketing material on reindeer, languages, handicrafts and food.

Place, publisher, year, edition, pages
2018.
Keywords [en]
Indigenous Tourism, Sámi, Indigenous Representation, Tourism Marketing, Sweden.
National Category
Human Geography
Identifiers
URN: urn:nbn:se:du-28375OAI: oai:DiVA.org:du-28375DiVA, id: diva2:1240691
Available from: 2018-08-22 Created: 2018-08-22

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • chicago-author-date
  • chicago-note-bibliography
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf