In this paper, I will present what tourists expect from their visit at indigenous peoples at the example of the Sami people and why they expect that. This will be based on an analysis of tourism advertisements of the Sami. Finally, there will be shown some ideas of how indigenous peoples tourism could be improved.
The Sami are an indigenous people living in northern Norway, Finland, Sweden and the Kola-Peninsula in Russia. When walking through the streets in Alta, Finnmark, you usually do not recognize them as such, unless they wear the kofte, their traditional clothing. Nevertheless, they are present among the Norwegians living there even if there is no obvious cultural representation. Hall (1997) defines representation as “using language to say something meaningful about, or to represent, the world meaningfully, to other people” and says further that “representation is the production of meaning through language”. Thus, the meaning about something like culture is just constructed.
Table of Contents
Introduction
Method/Material
The representation of the Sami in tourism
Conclusion
Publication bibliography
Objectives and Topics
This paper examines how the indigenous Sami people are represented in the tourism industry and explores the tension between tourist expectations of "authenticity" and the modern reality of Sami life. It aims to analyze the construction of cultural imagery through advertising and discusses the potential impacts, both positive and negative, of indigenous tourism on the Sami culture and self-determination.
- The role of constructivism in cultural representation and tourism.
- Tourist expectations and the "noble savage" stereotype.
- The historical context of the Norwegianization and its impact on modern Sami life.
- The dilemma of balancing economic benefits of tourism with cultural protection.
- Strategies for improving indigenous tourism through self-determination and branding.
Excerpts from the Book
The representation of the Sami in tourism
Firstly, I will have a look at the expectations that tourists have when they visit the Sami, an indigenous people in Norway. The main expectation is to experience the culture and the real life of a tribe in an authentic way. However, we can already ask ourselves the question what “authenticity” really means. Many people associate “traditionally” with authenticity in a culture (Mathisen 2004). Thus, can a word like “authenticity” be defined through the view of a lot of people? Yes, say the constructivists because the constructivist theory means that there is not just one reality. It is rather built up by the opinion of many people and through their agreement when they talk about a special issue (Wilson 2001). Hence, indigenous people are expected to act traditionally because the tourists want to see that, even if this is not their normal or rather modern way of life. A lot of people have also a romantic view on indigenous people. They see them as tribes close to nature, as “noble savages” with special knowledge and sometimes supernatural powers (Mathisen 2004; Kramvig 2017). These things make indigenous peoples interesting to them. Mathisen (2004) describes an example of how Sami are expected to be. In fact, they are seen as typical reindeer herders who live in the wilderness in a lavvu, wearing the kofte or rather gakti and live with aspects of shamanism.
Summary of Chapters
Introduction: This chapter introduces the Sami as an indigenous people and outlines the core objective of analyzing how they are represented in tourism, specifically focusing on the concept of constructed cultural meaning.
Method/Material: This section details the research approach, which relies on a combination of academic literature, lecture materials, and the analysis of tourism commercials.
The representation of the Sami in tourism: This chapter analyzes tourist expectations regarding authenticity, the impact of historical assimilation policies like Norwegianization on modern Sami life, and the dilemma faced by indigenous people in commodifying their culture.
Conclusion: This final section summarizes that while tourism offers economic benefits, it remains a sensitive issue due to the conflict between real life and constructed, stereotypical representations of the Sami.
Publication bibliography: This section lists all academic sources and references cited throughout the text.
Keywords
Sami, Indigenous People, Tourism, Representation, Authenticity, Constructivism, Othering, Norwegianization, Reindeer Herding, Stereotypes, Cultural Heritage, Self-determination, Commodification, Noble Savage, Sámi Duodji.
Frequently Asked Questions
What is the core focus of this research paper?
The paper examines how the Sami people are represented within the tourism industry and how these representations often diverge from the contemporary reality of their lives.
What are the central thematic areas discussed?
The main themes include cultural representation, the constructivist theory of reality, tourist expectations of "authenticity," the historical impact of the Norwegianization policy, and the economic dilemmas of indigenous tourism.
What is the primary objective of this work?
The goal is to understand why tourists hold specific expectations of the Sami, how these expectations are fueled by tourism marketing, and how indigenous people can manage these representations while protecting their culture.
Which methodology is employed in this research?
The study is based on a qualitative research method utilizing existing academic literature and an analysis of current tourism commercials and promotional videos.
What does the main body of the text cover?
The main body covers the theoretical basis of cultural construction, the historical background of the Sami in Norway, the analysis of specific tourism advertisements, and the pros and cons of indigenous tourism for the local population.
Which keywords best characterize this research?
Key terms include Sami, Tourism, Authenticity, Representation, Constructivism, and Indigenous Rights.
How does the "Norwegianization" policy still affect Sami tourism today?
The policy caused a near-assimilation of the Sami into Norwegian society, yet tourism marketing ignores this modern reality, creating a demand for "traditional" performances that don't reflect the daily lives of most Sami.
What is the "dilemma" faced by the Sami in the tourism industry?
They face a conflict between the need to earn money by presenting their culture (often in ways that fulfill stereotypical tourist expectations) and the need to maintain their dignity and protect the sacred aspects of their heritage from commodification.
How can indigenous tourism be improved according to the author?
The author suggests that improvement can be achieved through self-determined tourism initiatives, authentic branding (such as the "Sámi Duodji" certificate), and better partnerships with industry based on mutual respect and sensitivity.
- Arbeit zitieren
- Magdalena Koschmieder (Autor:in), 2018, Indigenous People and Tourism through the example of the Sami, München, GRIN Verlag, https://www.grin.com/document/459383
