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Building the slow adventure brand in the northern periphery
Mid Sweden University, Faculty of Human Sciences, Department of Economics, Geography, Law and Tourism. (ETOUR)ORCID iD: 0000-0003-3887-681X
Mid Sweden University, Faculty of Human Sciences, Department of Economics, Geography, Law and Tourism. (ETOUR)ORCID iD: 0000-0003-1203-7129
Mid Sweden University, Faculty of Human Sciences, Department of Economics, Geography, Law and Tourism. (ETOUR)ORCID iD: 0000-0003-3964-2716
Mid Sweden University, Faculty of Human Sciences, Department of Economics, Geography, Law and Tourism. (ETOUR)ORCID iD: 0000-0002-1641-4123
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2019 (English)In: The Nordic Wave in Place Branding: Poetics, Practices, Politics / [ed] Cecilia Cassinger, Andrea Lucarelli and Szilvia Gyimóthy, Edward Elgar Publishing, 2019, p. 76-90Chapter in book (Refereed)
Sustainable development
Hållbar utveckling
Abstract [en]

This chapter introduces the SAINT project and the slow adventure concept. The core pillars of the ‘slow adventure’ brand include elements such as human-powered slow journeys, inspiring connectedness with nature, wildlife watching opportunities, nature interpretation, local, wild or slow food as well as the honing of outdoor skills. These core pillars (or themes) are highly relevant to small and medium-sized enterprises (SMEs) involved in the SAINT project and constitute the essence of ‘slow adventure’ as a product concept. Typical nature-based activities available across the project area include expeditions into nature, overnight stays combined with nature experiences, wildlife viewing, hiking, recreational kayaking, canoeing and rowing, outdoor photography, as well as slow cooking and foraging. Most importantly, the ‘slow adventure’ product concept shapes the marketing message of the transnational cluster and brand, which companies can use to develop their product and reach the market. The chapter concludes by discussing the implications of these marketing and cluster activities within the Nordic tourism context.

Place, publisher, year, edition, pages
Edward Elgar Publishing, 2019. p. 76-90
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Economic Geography
Identifiers
URN: urn:nbn:se:miun:diva-38144DOI: 10.4337/9781788974325.00017ISBN: 978 1 78897 431 8 (print)ISBN: 9781788974325 (electronic)OAI: oai:DiVA.org:miun-38144DiVA, id: diva2:1380203
Projects
Slow Adventure in Northern Territories (SAINT)Available from: 2019-12-18 Created: 2019-12-18 Last updated: 2019-12-18Bibliographically approved

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Laven, DanielChekalina, TatianaFuchs, MatthiasMargaryan, Lusine

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Laven, DanielChekalina, TatianaFuchs, MatthiasMargaryan, LusineVarley, Peter
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