Bilden av Mörk och Ljus turism
En semiotisk analys av destinationsmarknadföring
In this essay we have been trying to get an understanding of what Swedish charter tourists cares for when they are going on vacation. The Tourism industry is a major field with a lot of winners, but it also comes with consequences. The purpose with this essay is to get an understanding of how aware the Swedish charter tourists is of these consequences. We would also like to get a perception of how the tourists themselves believe that their presence effects the locals at the destinations they are visiting (if they assume that they are). There are several different types of consequences that can appear in the context of tourism, but we have decided to focus on one kind. This kind is the social consequences, which means the effects that tourism can have on the locals. Further into this essay we will describe three different kinds of consequences that exists in three popular tourist destinations, this is because we want the reader to get an appreciation of what kind of consequences we mean when we mention social. We have attempted to get more knowledge and understanding about what these tourists think and what their priorities are while traveling. Today you can find a lot of research about tourists and the footprints they leave behind on different destinations, and we know that these footprints can be for better or worse. We also know that the tourism industry is growing everyday and that there is a need for rules and demands to be set on both the tourism organizations, but also on the tourists themselves. The people and companies that are involved in the business needs to take their responsibility to make the industry more sustainable, both in terms of environmental as well as social issues, which will be the focus of this essay. The question about who's responsibility it is, and what actions that needs to be done will not be answered in this essay. Instead we will give you answers to what the Swedish charter tourists priorities and if they are aware of the consequences they leave behind at different destinations. We will also mention terms such as "The Others" and "Sustainable Tourism".