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This research subscribes to the on-going process school of construction project briefing. Stakeholders underrepresented in the literature are engaged with by focussing on Formula 1 motor racing circuits. Attention is given to the rationales through which stakeholders define construction projects at such venues. The aim of this paper is to understand the realities experienced by stakeholders and how these resonate with the rhetoric of briefing literatures.

A single case-based research approach, encouraged for studying informality and emergence, was used to study a heritage oriented construction project at Silverstone Formula 1 Circuit, UK. Data included field-notes, interviews and strategy documents. Stakeholder interests cannot be directly accessed; however, language used when defining projects can be. Analysis focussed on how project rationales drawn directly from data could be grouped into interpretative repertoires. These repertoires are linguistic resources, drawn upon by stakeholders, formed partly from sets of rationales oriented around a common interest.

The priorities given to competing rationales are found to fluctuate through time and depending on audience. Project advocates mobilise these conflicting rationales, from different repertoires, to different audiences simultaneously when strategically defining the heritage project. Discursive definitions emerged during analysis through studying both formal and informal briefing practices.

Conflict among stakeholders with competing agendas during briefing is widely recognised however references to discursivity are currently scant.

Coping with discursivity during briefing poses significant challenges for construction professionals.

By interpreting strategic briefing as an on-going and discursive process of project definition, researchers and practitioners can better empathise with realities experienced by stakeholders.

The purpose of this paper is to investigate tourists’ representations of the Arctic through the lens of the photo-sharing social network Instagram. The study focuses on the particular tourist experience of crossing the Arctic Circle in Rovaniemi, Finland, as in tourism, it represents the “official” entry to the Arctic. The study also aims at drawing assumptions about the future experiences of crossing the Arctic Circle, with the development of new technologies such as augmented and virtual realities.

Data were gathered with netnography methodologies on the Instagram social network. The first stage was the observational part and consisted of “lurking” at specific hashtags and locations, both referring to the Arctic Circle in Rovaniemi. Data were gathered in December 2018 and consisted of images and descriptions of Instagram posts published by users between June 1, 2018 and December 31, 2018, so data collection encompassed both summer and winter seasons. The second stage was the analysis part and involved interpretive understanding, and especially phenomenological sociology.

Results show that three dominant representations of the Arctic emerge when tourists cross the Arctic Circle. The region is either seen as a frozen fairytale wonderland due to the close proximity of the Christmas industry, as a far and northern destination participating in the realization of the self, and as a territory where summer weather conditions are not necessarily synonymous with the Arctic. In addition, the study acknowledges the future challenges of conceptualizing “Arctic tourism” due to the development of virtual reality technologies that could provide immersive Arctic experiences outside the region.

The paper investigates connections between social media studies and tourist experiences in the Arctic context. It also questions the future of Arctic tourist experiences with the development of new technologies enhancing experiences and, thus, potentially threatening the exceptionalism of the Arctic and what makes the region a unique tourism destination.