TY  - JOUR
AB  - Purpose The purpose of this paper is to investigate inhabitants of Finland and their continuing efforts to narrate a national identity within the constraints imposed by discursive meanings of Finnish culture through the experience of sauna.Design/methodology/approach Data collection comprised semi-structured interviews with Finnish local residents and entrepreneurs; these were supplemented with secondary data including books, articles, advertisements and documents referencing sauna in the context of Finland.Findings The analysis and interpretation by the authors show that the symbolic resource of sauna constitutes the legitimation of Finnish nation branding discourses at three levels: regulative, normative and cultural-cognitive; we label these sauna governance, communal identity creation and mythmaking, respectively.Originality/value The research contribution reveals that nation branding discourses are also forms of legitimation work. Finnish nation branding discourses are interwoven with sauna as the symbolic resource of “Finnishness” and become conduits for the expression of discursive meanings. This demonstrates that institutional legitimacy is an intrinsic aspect of the ways place branding discourses can be used as a mode of governance (i.e. a policy instrument).
VL  - 14
IS  - 3
SN  - 1753-8335
DO  - 10.1108/JPMD-12-2019-0109
UR  - https://doi.org/10.1108/JPMD-12-2019-0109
AU  - Tillotson Jack S.
AU  - Tassiello Vito
AU  - Rome Alexandra S.
AU  - Helaniemi Katariina
PY  - 2020
Y1  - 2020/01/01
TI  - The spirit of sauna: legitimating the Finnish place brand
T2  - Journal of Place Management and Development
PB  - Emerald Publishing Limited
SP  - 262
EP  - 276
Y2  - 2024/04/19
ER  -