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Image 2.4: Destination? 14 On the other side of the coin we find those with an interest in marketing destinations through various promotion materials in order to topple the tourist imaginationing and turning its compass in a particular direction. For example, when doing research Hunter identified four general categories that were used in order to orient tourism representations in a particular direction; “natural landscapes, cultivated landscapes, heritage and material culture, and tourism products” (Hunter 2008, p. 359). Image 2.5: One destination? 15 What one then finds behind the visible screen of images like these are rather practices of “destinationing”, that is, ways of both representing (constructing) and of doing (experiencing) a destination in partial and selective ways. The seemingly stable and fixed end-product of images should not be conflated with the processes of their production. The representation of destinations through images always involves reducing the destination to the particular spatial scale and perspective of the image, in a similar way that any tourist in practice will reduce the destination to her or his specific individual travel geography. Even the tourist experience of a single destination is then: 14 http://www.sciencemusings.com/blog/uploaded_images/Sign-734023.jpg (retrieved 2009-04-09). 15 www.grapevine.is/.../Hall%C3%B3-Akureyri (retrieved 2009-03-13), www.cellonline.org/programs/iceland-program/ (retrieved 2009-03-13). 20
Composed of numerous small encounters with a variety of tourism principals, such as taxi drivers, hoteliers, and waiters, as well as elements of the local attractions such as museums, theatres, beaches, and theme parks (Zouni and Kouremenos 2008, p. 283). This leads us to the “changing faces of contemporary tourism” (Cohen 2008), of which one is that the tourist experience is no longer easily reducible to encounters on a destination site only. To a greater extent than before it occurs throughout the total trip of travelling and the tourist experience is thus constituted also by what has been referred to as “intradestination movement patterns” (Lew and McKercher 2006, p. 419, see also Leiper 1995). This means that the travels of tourists may involve a great many traces and experiences that are quite independent of the destination as such (Hui 2009). “It’s the journey, not the destination”, as Hertz car rental agency has advertised for years becomes a salient point. Of principal importance, to which we will return later and in more detail, is that this also challenges a still common traditional narrative by which tourism is reduced to travels between the origin of home and a destination away, with merely a blank space in-between. It should now, hopefully, have become clear that the use of the concepts image and destination is intimately tied to “representation”, a crucial issue that needs to be addressed and engaged with in any tourism theory. In order to provide some more conceptual flesh, we will therefore now first turn to a consideration of some elementary semiotics, and then to a brief consideration of the concept of the commodity and its representation. The sign, representation & the tourist attraction Semiotics is a science concerned with the theory and study of signs. In the realm of tourism, semiotics translates directly into the important theorization of the tourist and the tourist attraction by MacCannell. His pioneering work, the classic book most often referred to simply as The Tourist (MacCannell 1976/1999), very much initiated and established the fundamental importance of signs in tourism that has been part of tourism theory ever since. It re-appears in another classic book in tourism studies, Urry´s (1990/2002) The Tourist Gaze, as well as in many theorizations of tourism as being about the consumption of (touristic) signs. 21
Page 2 and 3: © Icelandic Tourism Research Centr
Page 4 and 5: Table of Contents 1. Introduction .
Page 6 and 7: esearch but also “education and c
Page 8 and 9: Tourism images have had a longstand
Page 10 and 11: gradually expanded and become more
Page 12 and 13: Tourism - an earthly business For u
Page 14 and 15: Image 1.3: The Island of tourism &
Page 17 and 18: 2. Image & destination The actual a
Page 19 and 20: variety of sources could be used in
Page 21 and 22: consequences for how she or he will
Page 23: either the textual or the visual, a
Page 27 and 28: materiality. Yet, you are able to r
Page 29 and 30: demand it is mediated by investment
Page 31 and 32: tourism reflects broader social and
Page 33: signification, not the least in tou
Page 36 and 37: usiness and market to potential cus
Page 38 and 39: ound to cross traditional disciplin
Page 40 and 41: sightseeing and whatever activities
Page 42 and 43: Social science research is carried
Page 44 and 45: environment. If they had, they were
Page 46 and 47: Our argument is that it is importan
Page 48 and 49: able to cross the minds of many tho
Page 50 and 51: 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 102 and 103:
social science when it presents its
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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