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meaning and matter. The research agenda to emerge is one where the constant mobility of tourists is being allowed for and at the same time represented by information technology that allows real-time communication and continual readjustment of that which is being represented. In this mobile world we as earthlings are most certainly coextensive with the Earth. So: Beware! Consider what you strike at with so much glee. Look first at what you might risk destroying instead! (Latour in Latour & Weibel 2005, p. 19). In methodology there have been calls for a re-conceptualization, so as to include the usage of “nonlinear methods fundamental to complex systems” because “the Earth and its components have been found to operate as an interactive whole” (Farrell and Twining-Ward 2004, p. 276). In tourism this complexity is to be seen in the relationship with the natural environment which is made complex through the involvement of a diversity of stakeholders, the variance of the spatial dimension of its activities, a lack of clear definition of key conceptual themes, and the subsequent difficulties of the systematic planning of its development. For example, whilst most stakeholders in tourism would probably agree that ‘sustainable tourism development’ is a desirable goal, the variety of interpretations of what it actually is, typically lends it a reductionist approach, limited to isolated examples of environmental initiatives and improvements undertaken by tour operators, hotel groups or destinations. This shared observation leads Saarinen (2006, p. 1133) to ask if present local salutations to global challenges are enough, and do they represent all that tourism can do (Holden 2009, p. 374)? Tourism is a phenomenon that can cook your food or burn your house down. In other words, we all risk destroying the very places that we love the most. 38 So it is that images in fact take us to the Earth, and not to a tourism locked inside the bubble chamber of a separate social. Tourism, then, as we conceive it here, becomes less another social slice in and of society, and more “a total trip problem” of imaginationing matter-movements on 38 http://www.nationalgeographic.com/traveler/features/islandsrated0711/islands.html (retrieved 2009- 12-03). 102
and of the Earth. If the field of tourism studies has been “dominated by policy led and industry sponsored work so the analysis tends to internalize industry led priorities and perspective” (Franklin and Crang 2001, p. 5, Shaw and Williams 2004, p. 275), then we have tried to open a small window for “Earth led priorities and perspective”. In doing so we ought to be in good company, for what are tourism studies if not attempts to understand and explain the touring movements of human and non-human earthlings on the Earth? 103
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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
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The cartography of tourism imaginat
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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 102 and 103: social science when it presents its
Page 104 and 105: They further argue that “[t]ouris
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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