Communicating paradox: Uncertainty and the northern lights

Abstract

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 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.

Crisis management research (1985–2020) in the hospitality and tourism industry: A review and research agenda

“…Whether it is effective to mitigate risk perceptions by marketing practices? ( Heimtun and Lovelock, 2017 ) 2. How can tourism companies and tour guides communicate the risks and manage tourists' experiences?…”

“…How can tourism companies and tour guides communicate the risks and manage tourists' experiences? ( Heimtun and Lovelock, 2017 ) 3. What is the role of social media in communicating and mitigating the risks for potential tourists?…”

“…Compared to the risk management (68 papers) and risk perception (41 papers) categories, prior literature records only one paper ( Heimtun & Lovelock, 2017 ) which focused on ‘risk communications.’ Risk communication is indeed important in the hospitality and tourism industry. An uncertainty always exists because of the weather or some other uncontrollable factors.…”

“…An uncertainty always exists because of the weather or some other uncontrollable factors. Risk communication is important when they promote tourism products to prospective customers ( Heimtun & Lovelock, 2017 ). It also relates to legal issues.…”

Identifying Unique Features of Norway Destination Image: Evidence from User-Generated Content

“…The Northern Lights, or Aurora Borealis, have become a tourism phenomenon, massively marketed as a 'must see' internationally (Lund, 2016). The "Aurora borealis," or "Northern Lights," has been increasingly connected with tourism in the Arctic, which is a main persuader for visiting northern areas in the winter (Heimtun & Lovelock, 2017). In parallel with this information's, the theme of north lights was mentioned frequently in the reviews shared by tourists visiting Norway.…”