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The purpose of this paper is to focus on the Sourtoe Cocktail, a custom in Dawson City, Canada’s Yukon, in which participants drink a shot of alcohol with a dehydrated human toe in it. Springing from a local legend, the thrill-inducing Sourtoe Cocktail has attracted the attention of tourists. The paper reveals insights from this particular case study in order to discuss potential future tourism trends within the Arctic, especially in regard to the development of a sustainable tourism industry. Additionally, it illustrates how local communities can avoid negative effects of “Arctification.”

The case study is deconstructed through Dean MacCannell’s (1976) framework of sight sacralization. The Sourtoe Cocktail is analyzed based on the five stages of the framework, which helps to reveal the various elements at play at the local level. The framework specifically highlights linkages between society and the Sourtoe Cocktail as a product in order to understand how it became a tourist attraction.

The use of MacCannell’s sight sacralization framework reveals the intricate relationship of the Sourtoe Cocktail to both the Arctic and the local folklore of the Klondike Gold Rush. In addition, it is argued that the activity can serve as an example of avoiding “Arctification” processes for northern communities.

The originality of the study lies in the application of the sight sacralization framework to an ordinary object – a toe – instead of an object of inherent historical, aesthetic or cultural value. The paper proposes a complementary study to the recommendations provided in the Arctic Tourism in Times of Change: Seasonality report (2019) for the development of sustainable Arctic societies.

The purpose of this paper is to understand and examine whether the Sarikamish battlefield site can be considered as a dark tourist attraction by exploring the extent to which the site meets the five stages of MacCannell’s sacralisation process.

In the present research, the case study approach was adopted within the context of the battlefield site to examine the sight sacralisation concept, which is credited to MacCannell (1976), by considering its five stages, which include naming, framing and elevation, enshrinement, mechanical reproduction and social reproduction.

The findings of the present study reveal that the Sarikamish battlefield site has the potential for dark tourism consumption. However, there is lack of interest in the Sarikamish site, and little attention has been paid to this issue. The results also show that there is a significant difference between the Gallipoli and Sarikamish battlefields in terms of tourist flows regarding dark tourism.

Because of time limits and the long distance to the Sarikamish province, this research benefited from gathering data both from printed documents and websites related to the province, in addition to interviews that were conducted using semi-structured questions, which were e-mailed to the respondents.

The present study is unique in regards to its objective, which is to increase public awareness about the site. Moreover, it seeks to make people more cognisant in terms of motivation to visit the Sarikamish battlefield, and these issues have been given little attention by scholars.

Tourism is leisure commodified. As a commodity, the actuality of tourism has been suggested as less important than its expressive representations. What is depicted or not depicted in destination image advertising, and on whose authority it is selected, involves a more complex question of what comprises the destination and who has the power to define its identity. Recently, there has been a shift in the promotional role of destination marketing organizations where it has broadened to include product (attraction) development and industry relations. This role extension enables a matching of authoritative voice and reconstructed reality in order to verify official imaging. The symbolism and meaning of destination image can be interpreted through a deconstructionist analysis of tourist destination advertising. This paper explores significance of tourism promotion on tourist culture as it packages touristic representations.

War is one of the worst characteristics of human nature. Wars over territory, religion, and governance were and are always present through history. War and tourism seem dissonant at first glance. However, the post effects of war enable its components, such as battlefields and artefacts, to become tourist attractions. People share the impetus to visit war attractions such as battlefields, military museums, cemeteries, memorials, and other war-related sites. There is a supply for this type of tourism in exchange for the demand. This type of tourism is referred to in the literature as battlefield tourism. The meaning and definition of battlefield tourism are the main aim of this chapter. What is battlefield tourism? What are the components of battlefield tourism? How can battlefield tourism be defined? These are the primary questions this study tries to address.

This research finds out to what extent companies’ names are influenced by the place’s attributes versus the official branding policies of a place and, consequently, whether and how local companies “buy into” the place’s strategies put forth by official bodies.

This paper is both conceptual and empirical, as a mixed quantitative and interpretive approach is used. The companies’ names of a tourist industry (the tour and guiding companies) in three destinations are compared and pitched against the branding of these cities. The companies' names are classified into categories to ascertain whether they reflect (or diverge from) the official strategies. Finally, a conceptual model is developed to explain the findings: the strategic naming model (SNM).

Our main finding is that the overall business features of a place being stronger determinants to the naming strategies than tourist destination branding initiatives. The intrinsic features of a place seem thus to be “above” destination branding policies. The researched features account for different naming strategies, such as highly original names, flat names or non-strategic names.

As the work is based on a convenience sample, it cannot claim strong representativity. The fact that each of the three data sets was processed by a different researcher might bring up personal biases.

This work is a call for a more intensive use of naming strategies to the companies’ advantages, as naming is found out to be strategy used to a very low degree. Thanks to this research, companies will understand the different naming possibilities and be able to apply them to their strategies by choosing names which express “uniqueness” or “belonging”. Practitioners will also be aware of whether they are communicating towards the industry or towards the market.

No works were found that empirically pursue our research goals. Therefore, this research might be considered as a novelty. The proposed SNM model explains and relates the most usual company naming techniques, which were unrelated up to date.

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.

Towns and cities across Canada face rapidly changing economic circumstances and many are turning to a variety of strategies, including tourism, to provide stability in their communities. Community Economic Development (CED) has become an accepted form of economic development, with recognition that such planning benefits from a more holistic approach and community participation. However, much of why particular strategies are chosen, what process the community undertakes to implement those choices and how success is measured is not fully understood. Furthermore, CED lacks a developed theoretical basis from which to examine these questions. By investigating communities that have chosen to develop their tourism potential through the use of murals, these various themes can be explored. There are three purposes to this research: (1) to acquire an understanding of the “how” and the “why” behind the adoption and diffusion of mural-based tourism as a CED strategy in rural communities; (2) to contribute to the emerging theory of CED by linking together theories of rural geography, rural change and sustainability, and rural tourism; and (3) to contribute to the development of a framework for evaluating the potential and success of tourism development within a CED process.

Two levels of data collection and analysis were employed in this research. Initially, a survey of Canadian provincial tourism guides was conducted to determine the number of communities in Canada that market themselves as having a mural-based tourism attraction (N=32). A survey was sent to these communities, resulting in 31 responses suitable for descriptive statistical analysis, using Statistical Package for the Social Sciences (SPSS). A case study analysis of the 6 Saskatchewan communities was conducted through in-depth, in person interviews with 40 participants. These interviews were subsequently analyzed utilizing a combined Grounded Theory (GT) and Content Analysis approach.

The surveys indicated that mural development spread within a relatively short time period across Canada from Chemainus, British Columbia. Although tourism is often the reason behind mural development, increasing community spirit and beautification were also cited. This research demonstrates that the reasons this choice is made and the successful outcome of that choice is often dependent upon factors related to community size, proximity to larger populations and the economic (re)stability of existing industry. Analysis also determined that theories of institutional thickness, governance, embeddedness and conceptualizations of leadership provide a body of literature that offers an opportunity to theorize the process and outcomes of CED in rural places while at the same time aiding our understanding of the relationship between tourism and its possible contribution to rural sustainability within a Canadian context. Finally, this research revealed that both the CED process undertaken and the measurement of success are dependent upon the desired outcomes of mural development. Furthermore, particular attributes of rural places play a critical role in how CED is understood, defined and carried out, and how successes, both tangible and intangible, are measured.

The purpose of this paper was to uncover various factors that make the young consumers in emerging Asian market devotees of brands and sacrilize brands giving rise to a phenomenon called brand sacralization where the individual consumer considers brand as sacred as religion. Another objective of this research was to investigate the acculturation process taking place among the young adult consumers in emerging Asian market.

Based on prior literature review, the concept of brand sacralization has been defined to bring theoretical sensitivity. Grounded theory method has been used to collect, analyze and interpret the data collected through semi-structured depth interviews.

Data analysis reveals various underlying dimensions of brand sacralization and various actionable antecedents and consequence of brand sacralization.

Value of the article lies in developing a grounded theory framework for brand sacralization that can guide the marketers doing business in emerging markets to build a strong brand that the consumers would sacralize.

Religious institutions can affect organizational practices when employees bring their religious commitments and practices into the workplace. But those religious commitments function in the midst of other organizational factors that influence the working out of employees’ religious commitments. This process can generate varying outcomes in organizational contexts, ranging from a heightened effect of religious commitment on employee behavior to a negligible or nonexistent influence of religion on employee behavior. Relying on social identity theory and schematic social cognition as unifying frameworks for the study of religious behavior, we develop a theoretically informed approach to understanding how and why the religious beliefs, commitments and practices employees bring to work have varying behavioral impacts.

The purpose of this paper is to develop and validate a psychometrically reliable scale to measure centrality of brand (CoB) or brand centrality construct in the domain of fashion apparel brands. The scale quantitatively validates that brand relationship can be of equivalent importance to religious relationship in an individual fashion brand lover’s life.

Based on a previous literature review, brand centrality has been conceptualized. Following that, CoB scale has been validated in a step-by-step process following the scale validation methodology suggested by Churchill (1979).

The final outcome of the study is a psychometrically reliable CoB scale. The study results validate the relationships between CoB, and other important theoretical antecedents and consequences of brand centrality.

This study contributes to the existing body of fashion branding research by showing that a consumer-fashion brand relationship can be of importance akin to a religious relationship in an individual’s life.