Norwegian Landscapes: An Assessment of the Aesthetical Visual Dimensions of Some Rural Destinations in Norway

Abstract

In the study outlined, visitor-employed photography (VEP) has been used to investigate how tourists and locals evaluate the built rural landscape in five Norwegian winter destinations in the summer time. Norwegian and international tourists and some locals were equipped with single-use cameras, a log and a questionnaire with the instruction to take pictures of attractive and non-attractive elements in the constructed landscape. Despite the intention of the study to emphasize the built landscape, the selection of motives shows that tourists – especially the international ones – are more strongly occupied with the natural landscape and its attractive elements than, for instance, the outlook of buildings. The respondents value destination development where the natural, cultural and built landscape form a unity which reflect the perceived images of traditional rural environments and everyday life. On the other hand, Norwegians – and locals particularly – are more conscious about local building traditions, especially the non-attractive elements in that respect. Our findings demonstrate that VEP and public participation are useful tools in destination development and branding, and that a holistic design and approach might create competitive advantages for rural destinations trying to position themselves in the overall market place.