Synergy or marginalisation? Narratives of farming and tourism in Geiranger, western Norway

Abstract

Tourism is increasingly seen as a necessary income diversification strategy in rural Europe, especially in areas where traditional rural businesses are facing decreasing profitability. This view is clearly expressed in Norwegian government strategies. Measures to support tourism development are launched by public management bodies at national and regional level. For rural agrarian communities the cultural landscape is seen as an asset in developing tourism. The authors study the interplay between farming and tourism in Geiranger in western Norway using narrative and discourse analysis. Since the late 19th century, tourism and farming have co-existed in Geiranger. Recently, the area has also been subject to nature conservation and obtained World Heritage Status. Inspired by political ecology literature, the authors aim to identify and compare the narratives of local actors, and link these narratives to broader environmental discourses.