Digital Sámi Culture Narratives in Tourism: Balancing Commercialization, Revitalization, and Sustainability?

Abstract

Previous research has criticized companies and marketing organizations for portraying Sámi culture with a narrative of the pre-modern and the exotic. This qualitative study delves into representations of Sámi culture within the digital realm, examining visual and verbal content on Sámi tourism entrepreneur’s websites. This study’s focus is to investigate Sámi tourism entrepreneurs´ own representations. Employing a content and narrative approach, seven Sámi tourism websites have been studied. Based on analyses of photos, videos, and written text on these websites’, this master’s thesis discusses digital narratives of Sámi culture that intricately blend elements of culture revitalization, modernization, and a pristine and vast natural landscape in combination with efforts to meet tourists’ requests and interests. This master’s thesis contributes by shedding light on digital Sámi culture representations in a sustainable perspective, emphasizing on cultural, environmental, and economic issues. The study underscores the potential of digital storytelling as a powerful tool for Sámi tourism entrepreneurs, allowing them, to shape their own narratives based upon values and a sustainable mindset. However, to achieve sustainable representations a broader and more diverse representation of Sámi culture is essential as this could lead to new business opportunities, strengthening local communities and culture, preservation of nature, while at the same time influencing the creation of responsible tourists.