“For explorers by explorers”

A discursive analysis of cruise tourism in Norway

Abstract

The Norwegian company Hurtigruten operates ships cruising along the Norwegian coast and has played an important role in tourism for over a century. This article provides a multimodal discourse analysis of the website advertising Hurtigruten’s most popular journey, drawing on a critical tourism studies approach. It aims to answer the question as to what central themes emerge in tourism discourse on Norway, targeted at an international audience. Central characteristics of tourism discourse (Dann 1996), i.e., strangerhood, conflict, authenticity, and playfulness, are shown to be crucial in the analysed material. The paper discusses the notion of authenticity as a performative strategy in the promotion of Norwegian cruise tourism. One central aim of this paper is finding out what and how the notion of “authentically Norwegian” is advertised. The results imply that these topics, and especially the notion of authenticity, are aligned with general tourism imaginaries, which are similar globally.