ABSTRACT This article addresses cultural and other forms of appropriation related to tourism in the Sámi areas of Norway (Sápmi). Tourists are chasing and consuming otherness – places, culture and nature different from their home environments. Thus, exposures of arts, culture, nature and places are vital parts of tourism production. Within this context, indigenous cultures are praised. When the use of land and culture is conducted by those from outside the culture, appropriation take place, and it is shown how this occurs in different ways within Sámi tourism. The article is based on a Nordic research project, where the relations between tourism and Sámi culture were addressed. Tourism providers were interviewed. Through these conversations, cultural appropriation came up as one of the challenging issues. Some of the topics and examples given are referred to in the empirical part of the article. The interview data are supplemented by observations and media clips from recent years. In the discussion part, ambiguities, ambivalences, and complexities related to the tourism–culture nexus are discussed. The article is a contribution to this discourse, addressing issues to be aware of, both in the production and the analysis of indigenous tourism.

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