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esearch but also “education and cooperation in tourism studies”. In accordance with this we have been working also with a second objective: the report should be able to be read and used as an educational text in tourism studies at undergraduate level. Consequently, we have written the report as an academic text that introduces tourism theory for that student audience, making it as accessible as we can without abandoning in-depth research insights. In that respect the report is a first pilot version of what will subsequently be transformed into a proper textbook. It should be noted, though, that we have not tried to write a user’s manual, neither for students nor industry entrepreneurs. We have not been able to avoid academic vocabulary and reasoning, but we hope that this second objective with the report has resulted in a kind of text that could also potentially benefit other readers, such as policy-makers and those who are part of the tourism industry. In addition, underlying both of our objectives has been a wish to convey something of the inherent social, cultural and geographical complexity that we believe characterises much of contemporary tourism. It is our conviction that this complexity will continue to haunt and challenge future tourism as well as tourism theory and tourism research, the component parts of tourism studies as an academic field of inquiry (Aramberri 2009, Butler 2009). Images & tourism studies Our empirical point of departure in coming to terms with the reports objectives is: images. Everyone who travels on a research visa to the land of tourism studies will, undoubtedly, soon enough find out that images in various forms have since long been a central concern. In this report we align ourselves with this longstanding interest in, and research on images in tourism studies. It should however be noted that we also take a specific and slightly different route of our own which we refer to as “tourist and tourism imaginationings”. What that entails will be outlined further throughout the report, but the key is that we want to expand traditional notions and understandings of images in and of tourism by moving and situating them in broader contemporary social, cultural and geographical contexts. To begin with, images have been a prolific topic for research in tourism studies for a long time. There are several reasons why they have been regarded as highly important, but among them two interrelated aspects are especially relevant here. 2
Firstly, what one consumes as a tourist is in a sense images. What one may experience at a tourist destination, an attraction, or throughout the whole adventure of travelling is very much ephemeral and temporal. This means that tourist experiences are not equal to tangible commodities that can be bought, taken home and consumed after purchase. Although tourist experiences may be transformed into travel memories and be sustained by such things as photos and souvenirs, a fundamental part of tourism consumption is also about being there and experiencing a place with one’s own body. Secondly, tourist products and services involve and depend on intangible qualities, such as a friendly atmosphere or beautiful environment. Yet, these qualities are as concrete and place-bound as a tourist destination, or an attraction, itself. Thus any destination or attraction needs to come into being in more de-materialised ways in order to distribute a sample of itself to the tourism market. It is here that images, or more generally representations, come to the rescue. Unlike tourist destinations, as geographically fixed material resources and facilities located somewhere, images are able to become circulating tourism references that can re-present potential place-bound tourist products and possible experiences in other places. To a certain extent images can re-present places for tourism, and their immovable amenities and tourist commodities such as a landscape-scenery or a particular food and service at the local restaurant, and travel to tourist generating regions. In tourism research and tourism theory images have thus most often been addressed and understood as representations of tourist destinations, attractions and experiences. Consequently, representations in the form of images of places and spaces for tourism produced for tourists, as well as by tourists themselves, have been investigated in tourism studies for a long time. This interest in the relationship between tourism and images comes in particular from the supposed capacity of images to attract tourists and potentially guide and shape their consuming behaviours (Chon 1990, Pike 2002). Image 1.1: The Visuality of tourist information. 4 4 www.visitcheshire.com (retrieved 2009-04-09). 3
Page 2 and 3: © Icelandic Tourism Research Centr
Page 4 and 5: Table of Contents 1. Introduction .
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 and 24: either the textual or the visual, a
Page 25 and 26: Composed of numerous small encounte
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
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Whatever the specifics and forms of
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Are you dressed in the road map of
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Summing up It has often been lament
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A challenge for tourism theory and
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carved in stone, they are not given
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some of the things that signalled t
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Tourist was in fact that “we are
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globalisation gets attributed excep
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do so on the basis of its own speci
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Arguing for or against the idea of
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pushed many economies towards crisi
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Whatever new ideologies of tourism
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The IPCC Reports are based on reach
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As evidenced by the Davos Declarati
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supports the position that signific
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“voluntary compensation is still
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terms of both adaption and mitigati
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Pratt and Watts 2000, p. 840). What
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co-creator of tourist spaces” (Ek
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can researchers use photography and
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latter, in order to set the scene f
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Even though the Earth is mentioned
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[M]ost significant phenomena that t
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social science when it presents its
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They further argue that “[t]ouris
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meaning and matter. The research ag
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REFERENCES Aramberri, J. (2009). Th
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Franklin, A. (2004). Tourism as ord
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Jóhannesson, G.Þ. and Huijbens. E
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Shaw, G. and Williams, A. (2004). T
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