The following thesis examines the representation of Sámi that reside in the Swedish part of Lapland. Tourism has been a complement to the traditional occupations for many Sámi. However, representations of Sámi in web-marketing may be misleading the tourists in their understanding of the Indigenous people. The aim of the thesis is to examine regional marketing material in Sweden, found online, through a thematic analysis to highlight patterns and themes that are utilized for a competitiveness in the market. The use of language, when referring to Sámi, and adjectives to describe landscape, food, and people were focused upon. Six webpages were analysed, which showed a strong focus of the marketing material on reindeer, languages, handicrafts and food.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:du-28375 |
| Date | January 2018 |
| Creators | Ticao Hernaez, Gynn Heissy, Mavromatis Klempin, Lukas |
| Publisher | Högskolan Dalarna, Turismvetenskap, Högskolan Dalarna, Turismvetenskap |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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