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dc.contributor.authorHeimtun, Bente
dc.contributor.authorLovelock, Brent
dc.date.accessioned2018-04-12T10:56:19Z
dc.date.available2018-04-12T10:56:19Z
dc.date.issued2017-08
dc.description.abstractWhile 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 nature of northern lights. The study involves two Norwegian destinations (2004–2014). Three rhetorical strategies are identified: first, the rhetoric of technology, enhanced mobility, and adding additional activities; secondly, through ‘hiding’ or obscuring the uncertainty; and thirdly, through employing culturally and geographically appropriate metaphors (i.e. ‘hunt’) to embrace the element of uncertainty. This study advances our understanding of how tourism operators rhetorically address temporally and/or spatially uncertain attractions by demonstrating how the operators negotiate and minimise uncertainty through the narrative of ‘the hunt’. This rhetoric implies that uncertainty can enhance value in a touristic experience.en_US
dc.description.sponsorshipNorges forskningsråd: 220925en_US
dc.descriptionAccepted manuscript version. Published version at <a href=http://doi.org/10.1016/j.tourman.2017.01.017>http://doi.org/10.1016/j.tourman.2017.01.017</a>. License <a href=http://creativecommons.org/licenses/by-nc-nd/4.0/>CC BY-NC-ND 4.0</a>.en_US
dc.identifier.citationHeimtun B, Lovelock B. Communicating paradox: Uncertainty and the northern lights. Tourism Management. 2017;61:63-69en_US
dc.identifier.cristinIDFRIDAID 1480427
dc.identifier.doi10.1016/j.tourman.2017.01.017
dc.identifier.issn0261-5177
dc.identifier.issn1879-3193
dc.identifier.urihttps://hdl.handle.net/10037/12518
dc.language.isoengen_US
dc.publisherElsevieren_US
dc.relation.journalTourism Management
dc.relation.projectIDinfo:eu-repo/grantAgreement/RCN/FundingProgram/220925/Norway///en_US
dc.rights.accessRightsopenAccessen_US
dc.subjectVDP::Social science: 200en_US
dc.titleCommunicating paradox: Uncertainty and the northern lightsen_US
dc.typeJournal articleen_US
dc.typeTidsskriftartikkelen_US
dc.typePeer revieweden_US


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