This paper explores how global issues such as climate change are taken into account in tourism strategy texts and contrasts these findings with how the issue is seen at the grassroots level by local businesses. We analyse how both levels approach adaptation to climate change. Using Boltanski and Thevenot's six common worlds of justification model for debates on public issues, we analyse the rhetoric of national, regional, and local tourism strategies in Finland and then explore how the rhetoric is employed by interviewing 42 local tourism actors. The strategy analysis shows that strategic documents do not simply describe situations but are active in creating and shaping future development, and how different kinds of orders of worth are used, to establish acceptable universal truths to shape through consensus how tourism actors think about the sector's future. Results show that at a strategic level, climate change issues are dealt with in an abstract manner, concentrating on the viewpoints of markets and industry, while ecological justification is lacking, and lacks urgency. Operational instructions are not provided for the entrepreneurs. The actors' interviews show that structural changes in the sector are demanded but both tourism growth and nature's survival are taken for granted.
Kietäväinen, A; Tuulentie, S
Tourism strategies and climate change: rhetoric at both strategic and grassroots levels about growth and sustainable development in Finland
Journal Of Sustainable Tourism