Promoting Norway Abroad: A Content Analysis of Photographic Messages of Nature-Based Tourism Experiences

Abstract

Growing interest in tourism experiences is evident in the tourism industry. The concern with creating memorable experiences is an area of increasing importance for both the industry and researchers alike. The focus within the experience economy to date has been on culturally derived experiences, whereas the ones based on natural resources have been more scarcely debated. To maintain a position in the international tourism market, there is clearly a need to develop promotion strategies that will attract the attention of the increasing market of nature-based tourists. The intent of this study is to compare how Norwegian nature-based tourism experiences are visually communicated towards two international markets. The visual aspect of promotion is addressed by analyzing and comparing photographs used in brochures and on websites, directed at the Russian and the British market. As a result of the literature review a matrix is introduced as a framework for further research on photographic messages. The content analysis of the photographs shows minor differences in the way the Russian and British market is addressed, demonstrating that the analyzed material is nearly standardized. Tangible attributes are emphasized as well as natural features of landscape. The article adds to existing literature as it provides a framework, within which to study promotion and perceptions of photographic messages. Furthermore, the article contributes to increased knowledge on how nature-based tourism is advertised.