| Summary: | Which meanings are attributed to the Swedish mountains in the normative discourse 2020? How does the portrayal of the mountains relate to Sami and Swedish culture? What opportunities and difficulties are there for the development of Sami tourism in relation to the mountain tourism norm 2020? The purpose of this thesis is to study the normative portrayal of the Swedish mountains by Swedish and Sami tourist organizers in 2020 and how it could affect the development of Sami tourism. Through colonial and normative discourse theory, the thesis investigates how the Swedish mountains as a phenomenon relate to Sami and Swedish culture. Findings from previous research shows that the norm of Swedish Mountain portrayal has historically been based on the perceptions of the Swedish majority population. For Sami tourism to be profitable, it should therefore be conducted in accordance with the expectations of the majority society. The empirical material in this qualitative discourse analytical study consists of advertisements for tourist activities in Swedish tourist magazines, websites for Sami and Swedish tourist organizers and the magazine “Turist”. The material has been published or is available in 2020. The material testifies to a narrow normativity in how the Swedish mountains are portrayed by both Swedish and Sami tourist organizers. The mountains are portrayed as wild and different to Swedish society but also as harmonious and easily accessible. The analysis shows a contradiction between Swedish tourists' expectations and the administration of the Swedish mountains. The conclusion of the study is that Sami tourist organizers have a unique opportunity to stand out in a narrow normative market with their Sami identity and culture. This opportunity, however, relies on Sami tourist organizers exclusive right to portray their culture.
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