Sustainable values are gaining ground in the context of luxury, especially along with the expansion of the concept of luxury. Social constructionism as the paradigmatic approach and discourse analysis as the method of analysis make it possible to study the social and discursive formation of luxury tourism from the perspective of DMOs.
Thematical Introduction
Therefore, their role in the development of sustainable luxury tourism in Lapland can be important. Furthermore, an integral part of the sustainable development of luxury tourism consists of the accessibility features of the tourist destination.
Previous research
However, it seems that the perspective of DMOs is not covered much in the context of luxury tourism. The phenomenon of new luxury and its relation to sustainability seems not to have been widely researched in the context of tourism.
Lapland as the geographical and touristic setting
Although sustainability is a growing universal trend, studies in the context of luxury tourism still seem to be quite low. The relationship between luxury tourism and the accessibility of tourist destinations was discussed, for example, by Krupka et al.
Purpose of the study
Therefore, the study will also enrich the cultural and geographical context of luxury tourism research. Through this lens, the study aims to understand how the accessibility of a destination can affect luxury tourism in Lapland.
Structure of the study
In this chapter, the phenomena of new luxury, sustainability in luxury context, accessibility of tourist destinations and the DMOs as organizations and those involved in the research are introduced. In addition, the growing role of sustainability in tourism is driving wider awareness of demand, including among the customer base of luxury tourism services.
The phenomenon of new luxury
The meaning of luxury has proven increasingly contested and changeable as a result of luxury becoming increasingly affordable and accessible (von Wallpach et al., 2020, p. 491). In the analysis and discussion chapters, the main results of the guidebook on Finnish luxury tourism from the national tourist board Visit Finland (Adamsson et al., 2019) are presented and discussed with the results of the local interview data from Lapland.
Sustainability in luxury context
The study by Legrand (2020) shows the remarkably different opinions of the interviewed experts from the field of tourism regarding the compatibility of luxury tourism and sustainability in remote destinations. Kapferer (2010) shares the same vision of luxury as a redefining force of the perception of quality and the dream of luxury, prioritizing environmental considerations instead.
Accessibility in luxury tourism
As the distance between the tourist's origin and the destination increases, the accessibility of the destination can be increased for example by targeting a more unique type of tourism (Hooper, 2015). However, in terms of luxury tourism, uniqueness is one of the destination and experience attributes that tourists seek (Cerović et al., 2019) which may indicate that luxury tourists are more inclined to travel to distant destinations to discover uniqueness.
Destination Management Organizations (DMOs)
The first sub-question particularly delves into the discourses that appear in the findings and influence the formation of the luxury tourism phenomenon. Finally, ethical concerns related to the study are discussed, along with the position of the researcher.
Social constructionism
Social constructivism emerged in tourism research in the 1990s and is today one of the most prevalent qualitative approaches in the field (Butowski, et al., 2021). In discourse analysis, social constructivism has been applied as one of the prevailing paradigms (Coates, 2012, p. 96).
Data collection
The interviews were conducted in Finnish, as it is the mother tongue of the researcher and the participants. The transcription conventions used in transcribing the interview data are presented in Table 1 along with their meanings and explanations.
Discourse analysis
The secondary empirical data consists of the guidebook of Finnish luxury tourism produced by the national tourist board, Visit Finland (Adamsson et al., 2019). In terms of the social practices, the broadest stage of the three-dimensional framework, it was intentional to identify broader discourses as well as cultural and social contexts that influence the accounts (see Roper et al., 2013).
Research ethics
In addition, the research and its purpose were introduced and permission to record the interview was requested at the beginning of the interview. The researcher was available to the participants during all phases of the study for any questions they had. The participants' personal data collected in the study included name, position and employment history in the organization, and audio recordings of the interviews.
The study's empirical data consisted of two different types of data obtained from different sources. Both data were analyzed using discourse analysis and the findings are presented in this chapter.
The changing nature of luxury tourism
The idealized and problematized nature of luxury
The descriptions of new luxury were relatively consistent with the idealized descriptions of luxury and the type of luxury tourism found in the destinations. Several respondents pointed out the changing nature of luxury from the beginning of the discussion on luxury tourism and luxury services in the destinations. As an exception to the rest of the respondents, the respondent made a clear distinction between new luxuries and the type of luxuries previously discussed in the discussion.
The differences between the conceptions of luxury tourism were evident in respondents' approaches to the topic. Occasionally, money and high prices were treated as components of luxury in interviews as well.
Compatibility of sustainability and luxury
The expression at this moment connects the issue to the present time and reflects the ephemeral and changeable nature of the current state. Moreover, it was widely noted among the respondents that, although responsibility is already addressed in the destinations, there is still much room for improvement in terms of sustainable actions. The main argument on which the criticism was based was private jets as a means of transportation, which was considered one of the major drawbacks of luxury tourism due to its unsustainability.
In addition, sustainability was promoted as one of the core values in the destinations and almost all respondents mentioned participation in Sustainable Travel Finland program (STF) by Visit Finland which aims to guide tourism destinations and companies to adopt sustainable principles and practices to take (see Visit Finland, 2023). According to the research conducted by Business Finland (Mäki & Tervo, 2019), safety is one of the six needs that define luxury tourism and is one of the.
Destination accessibility in the context of luxury tourism
It's already a luxury if we go where (.) most of the world can't. In addition, it can be noted that the metonym most of the world is placed next to the pronoun one with the discourse marker mentioned above, but when we discuss the. In addition, it is found that one of the values that the new luxury tourist is looking for is also through personal experiences (Cerović et al., 2019, p. 179).
Something as mundane as a homemade bun with afternoon coffee can feel luxurious in the middle of the everyday. In addition, despite the problematization of accessibility, DMOs strive to reach the agency to be less demanding.
Changing attitudes towards tourism
The right to decide on the inclusion or exclusion of actors from marketing efforts is shown by. Furthermore, the articulated strong anonymity articulates the DMO's statement as a common point of view of destination actors on the direction of tourism development in the destination. In addition to the attitude of the DMOs themselves, it was assumed that the attitude of the tourists would also change.
One respondent wondered when a trip to the other side of the world becomes something you no longer want to share on social media. Such decisions can be related to clear and truthful communication about the destination and its services, as one of the interviewees said, "without greening".
The Finnish lifestyle as the basis for luxury
Nature as the element of luxury
In almost all interview reports, nature was emphasized as one of the prominent elements when describing luxury tourism in the destinations or more generally in Lapland and Finland. For example, the aspect of wilderness was addressed by a metonym in the middle of nowhere, when describing luxurious qualities of the destinations. In the interview reports, well-being was seen as one crucial element of the modern idea of luxury, as well as one of the competitive factors of Lapland in terms of motivating luxury elements.
Moreover, when we include the discussion about the importance of nature and wilderness in the destination, the naturalness discourse can be recognized alongside the urbanization discourse. Moreover, what would be the consequences for luxury, since nature is one of the core values of luxury in the Finnish context.
Finnish mentality
Hence, the Lappish destination's positions in terms of luxury are considered relatively undisputed and self-evident. There was a certain humility in the Finnish mentality, as can be seen in the realistic discourse above in terms of the humble way of accepting the reported limitations of operating in the luxury tourism environment. In the interview reports, the luxury offer was described as relatively modest in Finnish fashion.
Indeed, the word funny used in the excerpt may indicate the peculiarity of the composition of the terms. It was pointed out that, despite the lack of traditional luxury services at the destination, other things should be emphasized instead.
Visit Finland guidebook: What is Finnish luxury tourism?
In the guide, it was described that tourists travel to the back of the North when they visit Finland. The view indicates the approved direction of the development of the luxury tourism field in the country. Indeed, in the accounts of the Lapland DMOs, the phenomenon of luxury tourism is shaped by various discourses that intertwine, conflict and run alongside each other.
For example, in the context of the non-commercial dimension of luxury and everyday luxury, the value of meaningfulness prevails. This tendency could stem from prevailing notions of the essence of luxury tourism in destinations, which consists of compatible elements with the contemporary. Rather, the intention was to increase understanding of the impact of destination accessibility on the luxury tourism context in Lapland.
Cultural heritage and biodiversity in the current forest management of the boreal zone in Scandinavia.
Interview questions
Are there some factors to focus on to make luxury tourism more sustainable. In other words: How different accessibility factors can contribute to defining luxury or luxury experience. Are you familiar with the term new luxury and what do you think it might mean?
Letter of consent
