Svenskars resemotiv till Ryssland baserade på stereotypiska förståelser

Sammanfattning: Tourism is a giant industry that has a great influence on among other things economic and social well-being of many countries and the whole world. Travel motivation can be considered as one of the basis of the whole tourism industry. There are a lot of factors that influence this motivation and stereotypes are part of these factors. Therefore, it is important to study this subject, increased knowledge in the field of travel motivation and stereotyping can maximize all the positive effects that tourism industry has on the world, for example strengthen the economy and improve social relationships between countries. It can also help minimize all the negative effects like othering and negative stereotyping. The aim of this study is to analyze what stereotypical views Swedes have about Russia and, from there, analyze the impact they have on Swedish travel motives to Russia. This will be examined through literature study and an interview with a Swedish travel agency employee that have worked with trips to Russia for several decades. The results indicate that Swedish stereotypical views of Russia are predominately negative and have adverse impact on Swedes’ willingness to travel to Russia. Culture nevertheless plays a big role in image of the country and is the main attraction for tourists who choose to travel to Russia.