Breaking free : perspectives on decolonisation in tourism business and marketing in Sámi areas
Suominen, Veronica (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052314997
https://urn.fi/URN:NBN:fi:amk-2025052314997
Tiivistelmä
This thesis examined how colonial legacies continue to shape tourism industry, practices of tourism businesses and tourism marketing in Sámi areas of Finnish Lapland, and how decolonial practices could be useful for the industry to be built toward more ethical and culturally respectful approaches. The study aimed to understand to which extent have the Sámi ethical guidelines for tourism been followed by tourism companies and how Sámi voices could be heard better in tourism narratives, especially marketing.
Literature on decolonisation, Indigenous rights, ethical marketing and Sámi cultural representation provided a foundation for the study. Methodologically, the research was qualitative and analysed content of twenty tourism companies’ marketing materials and website content as well as an interview with a Sámi expert. These elements enabled a critical examination and helped to evaluate the results of the study.
The study demonstrated evidence of a noticeable distance between values and application. Although some companies appeared to make positive attempts to decolonise, most of them failed to put the Sámi Parliament’s ethical guidelines to action. A notable observation that was made through this study was the inadequate cultural training for tourism staff, which risked reinforcing colonial narratives despite good intentions. Particularly the problem arises most likely from the seasonality of the tourism industry.
This thesis underscores the necessity for structural change in how tourism companies engage with Sámi culture. Tourism companies must incorporate Sámi perspectives from the guidelines created and updated by the Sámi community itself, and ensure that their actions align with the values of the brand. Eventually, the study encourages tourism stakeholders to actively participate in decolonisation efforts and to shape the future of the tourism industry that respects Sámi, and sustainably dismantles colonial structures and narratives.
Literature on decolonisation, Indigenous rights, ethical marketing and Sámi cultural representation provided a foundation for the study. Methodologically, the research was qualitative and analysed content of twenty tourism companies’ marketing materials and website content as well as an interview with a Sámi expert. These elements enabled a critical examination and helped to evaluate the results of the study.
The study demonstrated evidence of a noticeable distance between values and application. Although some companies appeared to make positive attempts to decolonise, most of them failed to put the Sámi Parliament’s ethical guidelines to action. A notable observation that was made through this study was the inadequate cultural training for tourism staff, which risked reinforcing colonial narratives despite good intentions. Particularly the problem arises most likely from the seasonality of the tourism industry.
This thesis underscores the necessity for structural change in how tourism companies engage with Sámi culture. Tourism companies must incorporate Sámi perspectives from the guidelines created and updated by the Sámi community itself, and ensure that their actions align with the values of the brand. Eventually, the study encourages tourism stakeholders to actively participate in decolonisation efforts and to shape the future of the tourism industry that respects Sámi, and sustainably dismantles colonial structures and narratives.