| Summary: | The view of the world is changing and with it the people’s conception of the magnitude of the world. The reason for this is tourism, never has it been so easy to travel and discover new places. The Arctic, that was once considered a remote and distant place is not anymore. Today the view of the Arctic is seen as a cultural landscape with different settings and qualities throughout the entire region. Sweden is part of the Arctic and the northern part of the country displays its arctic cachet with elements such as the richness of snow and the northern lights. This study focuses on Norrbotten, located in the northern part of Sweden and aims to examine the significance arctic tourism has for the companies that are in an arctic location. The study also intends to present a deeper understanding about arctic tourism and to further investigate the companies working with arctic tourism in Norrbotten. The results showed that the perception of arctic tourism coincides with the general opinion about the subject. Elements such as cold, ice, nature were mentioned to be closely associated to the Swedish Arctic. And the experiences that are linked to these factors were distinguished as arctic tourism products. The informants gave different opinions about what is in the future for arctic tourism. The intention for this study is hopefully to illustrate a better understanding for the complex phenomenon of arctic tourism and in what ways Norrbotten is an essential part of the Arctic.
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