Communication of intangible cultural assets on social media - A multiple case study about destination branding in Scandinavian countries

Abstract: In a globalized, commercialized and mediatized world, destination management organizations (DMOs) promote cultural assets of the respective destinations to distinguish themselves, gain competitive advantage and attract potential tourists. Although literature acknowledges the role of culture for branding purposes, there is a lack of research about its intangible elements and how they are communicated. Therefore, this study examines the usage of intangible cultural assets in destination branding, shedding light on how these concepts are transformed and reproduced on social media. Indeed, social media are considered a valuable tool for destination branding, but they can also alter the meaning of what they communicate. The aim of this study is to investigate how DMOs communicate intangible cultural assets on social media and how their image is communicated when co-created by users and DMOs. The cases of fika, friluftsliv and hygge are chosen as examples of how VisitSweden, VisitNorway and VisitDenmark deal with this phenomenon. The theory of mediatization is employed as framework in order to address the shortcoming identified. By conducting semi-structured interviews with DMOs’ employees, and a netnographic study on three social media channels (Facebook, Twitter, Instagram), the results demonstrate that, when communicated on social media, the intangible cultural assets are transformed into tangible elements, result simplified, commodified and commercialized. The study also shows that the image of fika, friluftsliv and hygge is mediatized, even when co-created with users. In the end, the research demonstrates that the tendency to rely on social media can give the reverse effect of what DMOs intended: a distorted, superficial and stereotypical communication of the intangible cultural assets that may provoke a disconnection from the brand as well as the destination’s identity. With the findings identified, this thesis not only contributes to existing literature on social media communication in destination branding but can also be used as a basis for DMOs to develop a communication strategy where intangible cultural assets are advertised in a more effective and authentic way.