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Communicating paradox: Uncertainty and the northern lights
(Journal article; Tidsskriftartikkel; Peer reviewed, 2017-08)
While many characteristics of tourism products are well known, relatively little work has explored elements of uncertainty and risk. Little is known about how tourism operators communicate aspects of uncertainty. This qualitative study uses content analysis to explore the language used in promotional material of tour operators and destination management organisations to communicate the unpredictable ...