The commodification of (bad) weather: Destination branding of the Faroe Islands

IF 1.3 2区文学 Q2 COMMUNICATION Language & Communication Pub Date : 2024-05-20 DOI:10.1016/j.langcom.2024.05.001

Hanna Birkelund Nilsson

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Abstract

The Faroe Islands is one of the world's smallest countries but has in recent years become increasingly noticed in the global tourism market. Using the notion of “destination branding”, this article investigates how the official tourist board of the Faroe Islands, Visit Faroe Islands (VFI), brands the destination to tourists on their Facebook page. The data consists of VFI's Facebook posts from 1/9–2020 to 31/8–2021; these are analysed using a combination of quantitative and qualitative approaches, namely corpus-based analysis, grounded theory categorisation, and multimodal analysis. Through the analyses, it is concluded that VFI promises unique and authentic experiences by turning the Faroe Islands' unspoiled and unexplored nature and unpredictable weather into tourist commodities. The Faroese destination brand includes a dichotomic relationship between elements of convenience and inconvenience – between accessibility and inaccessibility – that both emphasise the destination's extremeness and, on the other hand, mitigate it.

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坏天气的商品化：法罗群岛的目的地品牌

法罗群岛是世界上最小的国家之一，但近年来却日益受到全球旅游市场的关注。本文以 "目的地品牌 "为概念，研究了法罗群岛官方旅游局--法罗群岛旅游局（VFI）如何在其 Facebook 页面上向游客宣传法罗群岛。数据包括法罗群岛旅游局从 2020 年 9 月 1 日至 2021 年 8 月 31 日在 Facebook 上发布的帖子；文章采用定量和定性相结合的方法对这些帖子进行了分析，即语料库分析、基础理论分类和多模态分析。通过分析得出的结论是，VFI 通过将法罗群岛未受破坏、未开发的自然环境和不可预测的天气转化为旅游商品，承诺提供独特而真实的体验。法罗群岛的目的地品牌包括便利与不便--可及性与不可及性--元素之间的二分法关系，既强调了目的地的极端性，另一方面又减轻了这种极端性。

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来源期刊

Language & Communication Multiple-

CiteScore

3.40

自引率

6.70%

发文量

期刊介绍： This journal is unique in that it provides a forum devoted to the interdisciplinary study of language and communication. The investigation of language and its communicational functions is treated as a concern shared in common by those working in applied linguistics, child development, cultural studies, discourse analysis, intellectual history, legal studies, language evolution, linguistic anthropology, linguistics, philosophy, the politics of language, pragmatics, psychology, rhetoric, semiotics, and sociolinguistics. The journal invites contributions which explore the implications of current research for establishing common theoretical frameworks within which findings from different areas of study may be accommodated and interrelated. By focusing attention on the many ways in which language is integrated with other forms of communicational activity and interactional behaviour, it is intended to encourage approaches to the study of language and communication which are not restricted by existing disciplinary boundaries.