Photography and Northern Lights Tourism in Tromsø, Norway
AbstractThis study investigates the understanding and use of photography by destination marketing organizations (DMOs) and the tourism providers operating northern lights tours near the city of Tromsø, Norway. The aim is to identify the opportunities and challenges of photography’s role in creating the destination image and in creating favourable conditions for tourists’ memorable experiences. Secondary data were collected through consulting local newspapers and tourism marketing material, and from the Confederation of Norwegian Enterprise’s database. Primary data were collected through interviews with managers of local DMOs and tourism providers, and through observations during two northern lights tours and a seminar for northern lights guides. The findings show that photography is understood as having the potential to contribute to the creation of favourable conditions for experience memorability. The findings also show that tourism actors consider the role of photography to be important for the development of a destination image based on the northern lights as an Arctic icon. This study concludes that the actual use of photography by northern lights tourism actors is limited due to some critical factors including the DMOs’ presence in the mediascape, and the tourism providers’ photography and training skills, local knowledge, and online activity. A graphical model illustrates these factors with respect to the different phases of the northern lights experience.
Authors who publish with this journal agree to the following terms:
a. Authors retain copyright and grant the journal right of first publication, with the work simultaneously licensed under a Creative Commons License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
b. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
c. The journal has the right to authorize third-party publishers & aggregators to include the Article in databases or other services (EBSCO, Proquest).
d. The journal has the right to share the Article on the Internet, through social media and other means.