Offline tourism: digital and screen ambivalence in Norwegian mountain huts with no internet access

Abstract

ABSTRACT Digitalisation is a major transformative factor in tourism, yet studies show that holidaymakers are ambivalent about smartphone and Internet use. This study explores screen and digital ambivalence in nature-based tourism in and around the huts and routes of the Norwegian Trekking Association. While digital ambivalence describes ambiguous sentiments over being constantly connected, screen ambivalence covers mixed feelings regarding the presence of smartphones and screens. Methodologically, this qualitative study combined observations at 3 offline sites with an analysis of 30 field dialogues. The study found that hikers were highly aware of the positive and negative functions of digital media. Offline tourism may intensify the experience of taking a break, realising what tourists perceive to be the true nature of friluftsliv [outdoor life], heighten the sense of adventure and self-reliance. However, tensions concerning safety, missing social communication, and obstacles to posting on social media were also evident. This study contributes to the limited research on digital disconnection and offers new insights into the experiential qualities of offline holidays. Few studies have mapped tourist experiences in specific offline sites, and this study contributes to nature-based tourism research by showing how local norms mitigate tensions and nudge hikers towards positive interpretations of being digital-free.