Vanligt svensk eller ovanligt exotisk? : En studie om fjällturismens tillväxtfas i Norrbotten under 1950-1960-talen

Sammanfattning: The county of Norrbotten has a distinctive profile in the tourist business. In this paper, the previous two separate research fields exotification and mountain tourism is studied. The purpose was to determine whether mountain tourism was used to exotify Norrbotten during the growthphase of mountain tourism in the 1950s and 1960s. Through a qualitative text analysis, the study shows that there are exotic gestures that often become a counterpole to the rest of Sweden's society. The study reveals a focus on culture in the early 1950s, after which the mountain tourism is characterized by nature contexts. Romantic landscape descriptions then form the mountain tourism and its narration of the county during the 1960s. What is perceived as Sami culture, such as reindeer, and traditional costumes is therefore often illustrated together with snow during the chosen time period. The conclusion is that mountain tourism is presented as something exotic and different during its growth phase.