Sustainability in Ylläs: one focus, various interpretations

Abstract

Purpose Stakeholders have divergent views concerning sustainability in the development of tourism in Ylläs. The danger of these differences is that it can result into a conflict that could jeopardize the fragile ecosystem and livelihood of the locals. Therefore, the purpose of this paper is to explore how the quest for authenticity is discursively related to the interpretations of sustainability in tourism, based on a mix of qualitative and quantitative research. Design/methodology/approach This was an empirical study, based on a mix of quantitative (surveys) and qualitative (interviews) research methods. Findings Despite the different interpretations, almost all stakeholders agree on “sustainability” in the development of tourism, since it is the authentic nature that attracts tourists. Accordingly, the search for authenticity could contribute to the sustainability of the tourist destination Ylläs in the long term. Caution is asked though for the enclave-like construction of tourist destinations, e.g. Ylläs, that currently differentiate from their surrounding peripheries. Practical implications Despite the different interpretations, almost all stakeholders agree on “sustainability” in the development of tourism, since it is the authentic nature that attracts tourists. Accordingly, the search for authenticity could contribute to the sustainability of the tourist destination Ylläs in the long term. It is suggested to continue research regarding authenticity in practice. Social implications The conditions under which sustainability could become a consideration for tourism development in Ylläs are linked to sustaining tourism business, the most important source of income for Ylläs. Originality/value Can the quest for authenticity, insofar as it remains a significant motive in contemporary tourism, contribute to the sustainability of tourist sites? Destinations that actively and continuously discourage tourism on ecological grounds are the most attractive ones for MacCannell’s authenticity-seeking tourist. Considerations regarding sustainability and development in the context of ecological vulnerable and economic valuable regions clash. It is with regard to such areas that the paths of the sustainability and authenticity discourses cross (Cohen, 2002).