Kampen om turisme: En diskursanalyse

Lars Skovsholm & Jesper Thranholm Nielsen

Student thesis: Master thesis


This paper examines the communications on tourism by VisitDenmark and by the Danish Regions and how these communications result in different understandings of the concept tourism. This paper is thus a discourse analysis of the political battles aimed at fixating the meaning of the concept tourism. The objects being observed by the project are VisitDenmark and the Danish Regions. We look at the linguistic structures in their strategy papers and how their communication creates an understanding of what is meant by tourism. We apply the theoretical optic developed by Ernesto Laclau (1935-2014). We have identified the concepts that are relevant to the examination. The paper is based on a post structural foundation, which we use to focus on linguistic structures and to analyze the communication challenges and the conflicts arising in creating a firm understanding of the concept tourism. The analysis is divided into two: The first part deals with the way VisitDenmark and the regions communicate in order to create an understanding of tourism, thus creating two antagonistic discourses in the process, which can be seen as the difference between mass tourism/niche tourism. This results in a dislocation because the distinction between mass tourism/niche tourism is placed differently, creating a rupture in the language used, which requires new articulations in order to re-establish the meaning of the concept tourism. The second part of the analysis deals with the hegemonic process taking place to re-establish the meaning of tourism. This results in a de-construction of the difference between mass tourism/niche tourism, which creates a paradoxical situation where tourism is given two different meanings because of the two discourses – whereby the concept is rendered meaningless. A new law of VisitDenmark was passed in 2010 in order to overcome this paradox. This resulted in VisitDenmark being in charge of promotion of Denmark, based on a mass tourism discourse, leaving the regions responsible for product development, based on a niche tourism discourse. We conclude that a meaning of the concept tourism is created in two antagonistic ways as the law creates a situation whereby product development is discoursed in one way and the promotions of tourism in another.

EducationsMSocSc in Political Communication and Managment, (Graduate Programme) Final Thesis
Publication date2014
Number of pages115