case study: case study, crisis, iceland, destination
Translated title
case study: tourism Iceland
Author
Thorning, Lisa Gabriella Rosa
Term
4. term
Education
Publication year
2020
Submitted on
2020-06-02
Pages
36
Abstract
This thesis examines how inbound tourism in Iceland has evolved since 2008 and what has challenged the destination. Using a case study approach, it focuses on two pivotal events: the Global Financial Crisis, which devalued the Icelandic króna and improved Iceland’s price competitiveness, and the 2010 Eyjafjallajökull eruption, which generated extensive international media exposure. The study applies a mixed-method framework combining document review, quantitative indicators (e.g., visitor and seasonality data), and triangulation of primary and secondary sources, guided by a hermeneutic interpretive stance. The review indicates that currency depreciation, global attention, and the Inspired by Iceland campaign collectively amplified demand and sparked a sustained tourist boom. At the same time, it highlights emerging challenges, including pressure on carrying capacities and signs of overtourism. The thesis thus illuminates both the drivers of growth in inbound tourism and the associated implications for Iceland as a destination.
Denne afhandling undersøger, hvordan indgående turisme i Island har udviklet sig siden 2008, og hvilke udfordringer destinationen har mødt. Med udgangspunkt i et casestudie analyseres to afgørende begivenheder: den globale finanskrise, som devaluerede den islandske krone og forbedrede Islands prisattraktivitet, samt vulkanudbruddet ved Eyjafjallajökull i 2010, der skabte massiv international medieeksponering. Afhandlingen anvender en blandet metode-ramme med dokumentgennemgang, kvantitative indikatorer (fx besøgs- og sæsondata) og triangulering af primære og sekundære kilder, understøttet af en hermeneutisk fortolkningstilgang. Gennemgangen peger på, at valutaeffekten, international omtale og kampagnen Inspired by Iceland tilsammen forstærkede efterspørgslen og udløste et længerevarende turistboom. Samtidig diskuteres nye udfordringer, herunder pres på destinationens bæreevne og tegn på overturisme. Afhandlingen belyser dermed både drivkræfterne bag væksten i indgående turisme og de tilhørende konsekvenser for Island som rejsemål.
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