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social science when it presents its object of investigation as the social world and when tourism is articulated as something that occurs in society. Yet, as Serres once remarked: When we think about society, we are the victims of our images” (Serres 1995, p. 91). The word “world” may also refer to the universe or to everything that constitutes reality, or it could also be another name for planet Earth. If we follow this image then tourism becomes very much something that occurs on the Earth. So, here is another image: Image 5.1: Tourism and the Earth. 37 As we have repeatedly stressed, tourism is not a single cohesive industry, but a phenomenon that selectively cuts across many traditional sectors and activities that range from basic agriculture to advanced hightech service industries. Tourism also covers all geographical scales from the “global” corporation to the local farm trying to turn something of its amenities and products into tourist commodities. In other words, tourism on the Earth is indistinguishable from everything else on the Earth. At the same time, tourism is also a guest-domain on its own that participates in creating, changing, altering and reproducing its host-environments. In other words, tourism is always involved in de- and re-territorializations between Earth and territory: As we have encountered several times, one of the defining characteristics of tourism is that it is “parasitic”, in the sense of being fundamentally dependent upon a host of other resources. The trick of tourism then consists of converting a setting somewhere into a tourism 37 http://andrewjuderajanathan.wordpress.com/2009/05/03/when-and-how-did-globalisation-begin-andin-what-ways-has-it-changed/ (retrieved 2009-09-13) 98
product of some sort worth travelling to for touristic ends. In order to sustain itself tourism needs to appropriate and use a setting somewhere for its own purposes: Tourism does not simply reflect upon culture and the environment; it also serves to alter and re-create both (Chambers 2009, p. 354). In terms of sustainable development of tourism and climate change, this has little to do with saving the Earth, it will continue to be a planet, but to preserve the opportunities for human life on Earth. It is obviously a “[r]eductionist views of the world separate nature from humans, regarding it as an impersonal object and also separate facts from values associated with nature” (McDonald 2009, p. 455). The sustainability of a total trip would then need to consider the overall environmental cost of getting to a destination. This can take the form of aircraft emissions, and those due to travel to airports or directly to the destination by car and transfers from the airport to the final location. Also the impact of producing the means to get there in the first place; the building and maintenance of the roads, runways and port infrastructure; the energy required to heat, cool and light the infrastructure need to be included. In addition, the environmental cost of “doing” the holiday in one or more destinations, the consumption of water, materials, electricity and land that the holiday resort, hotel or rented home needs for construction and operation; the pollution generated in the form of sewage and waste materials generated by being a tourist in a different location; and emissions generated by travel once there. It follows that one important task for tourism researchers is to study the nature and the consequences of the performativity of tourism. As Hunter recently argued: [T]here remains a major need in the field for raised conceptual awareness of what we are doing to the world and to each other through tourism (Hunter 2008, p.355). Again evoking the term mobilities, Sheller and Urry state: We refer to ‘tourism mobilities’, then, not simply to state the obvious (that tourism is a form of mobility), but to highlight that many different mobilities inform tourism, shape the places where tourism is performed, and drive the making and unmaking of tourist destinations. Mobilities of people and objects, airplanes and suitcases, plants and animals, images and brands, data systems and satellites, all go into ‘doing’ tourism. (Sheller and Urry 2004, p. 1) 99
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© Icelandic Tourism Research Centr
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Table of Contents 1. Introduction .
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esearch but also “education and c
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Tourism images have had a longstand
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gradually expanded and become more
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Tourism - an earthly business For u
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Image 1.3: The Island of tourism &
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2. Image & destination The actual a
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variety of sources could be used in
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consequences for how she or he will
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either the textual or the visual, a
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Composed of numerous small encounte
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materiality. Yet, you are able to r
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demand it is mediated by investment
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tourism reflects broader social and
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signification, not the least in tou
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usiness and market to potential cus
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ound to cross traditional disciplin
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sightseeing and whatever activities
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Social science research is carried
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environment. If they had, they were
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Our argument is that it is importan
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able to cross the minds of many tho
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Eight on my list is the heritage of
Page 52 and 53: The cartography of tourism imaginat
Page 54 and 55: Images of Iceland as a tourist dest
Page 56 and 57: Whatever the specifics and forms of
Page 58 and 59: Are you dressed in the road map of
Page 60 and 61: Summing up It has often been lament
Page 62 and 63: A challenge for tourism theory and
Page 64 and 65: carved in stone, they are not given
Page 66 and 67: some of the things that signalled t
Page 68 and 69: Tourist was in fact that “we are
Page 70 and 71: globalisation gets attributed excep
Page 72 and 73: do so on the basis of its own speci
Page 74 and 75: Arguing for or against the idea of
Page 76 and 77: pushed many economies towards crisi
Page 78 and 79: Whatever new ideologies of tourism
Page 80 and 81: The IPCC Reports are based on reach
Page 82 and 83: As evidenced by the Davos Declarati
Page 84 and 85: supports the position that signific
Page 86 and 87: “voluntary compensation is still
Page 88 and 89: terms of both adaption and mitigati
Page 90 and 91: Pratt and Watts 2000, p. 840). What
Page 92 and 93: co-creator of tourist spaces” (Ek
Page 94 and 95: can researchers use photography and
Page 96 and 97: latter, in order to set the scene f
Page 98 and 99: Even though the Earth is mentioned
Page 100 and 101: [M]ost significant phenomena that t
Page 104 and 105: They further argue that “[t]ouris
Page 106 and 107: meaning and matter. The research ag
Page 108 and 109: REFERENCES Aramberri, J. (2009). Th
Page 110 and 111: Franklin, A. (2004). Tourism as ord
Page 112 and 113: Jóhannesson, G.Þ. and Huijbens. E
Page 114 and 115: Shaw, G. and Williams, A. (2004). T
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