The outdoor capital of Denmark? A case study of nature-based place making in Silkeborg
Authors
Thomsen, Christian ; Dai, Mengrong ; Boll, Camilla Filtenborg
Term
4. term
Education
Publication year
2022
Submitted on
2022-05-30
Abstract
Denne afhandling undersøger, hvordan Silkeborg bliver til, udvikles og drives som turismedestination under brandfortællingen om at være Danmarks outdoorhovedstad, med fokus på naturbaseret placemaking, place branding og implementering af politikker. Med et hermeneutisk og socialkonstruktivistisk afsæt gennemførtes fire måneders forskning, herunder to feltarbejdsture og en mixed-methods tilgang bestående af kvalitative og kvantitative data (interviews, spørgeskemaer, observationer og visuelt materiale) trianguleret for at styrke validiteten. Analysen udforsker samspillet mellem top-down og bottom-up tilgange i styring og samarbejde, udviklingen af en naturbaseret brandidentitet og -image samt betydningen af lokale fællesskaber, faciliteter, vedligehold, branding og kommunikation. Resultaterne peger på, at Silkeborg er på rette vej til at blive anerkendt som Danmarks outdoorhovedstad, men at der fortsat er plads til forbedring. Afhandlingen bidrager med en ny model for placemaking-processer, der prioriterer lokal forankring og samfundsmæssige gevinster frem for ensidigt at målrette brandingen mod turister, og den diskuterer desuden monitorering og vedligehold af naturressourcer samt COVID-19’s mulige betydning for brugen af natur. Samlet set tilbyder studiet indsigter i, hvordan naturbaserede destinationer kan skabes og forvaltes gennem sammenhængende processer, der kobler identitet, politik og praksis.
This thesis examines how Silkeborg is made, developed, and operated as a tourist destination under the ambition to be Denmark’s outdoor capital, focusing on nature-based placemaking, place branding, and policy implementation. Using a hermeneutic and social constructivist stance, the four-month study combined two fieldwork trips with a mixed-methods design that triangulated qualitative and quantitative data (interviews, surveys, observations, and visual material). The analysis explores the interaction between top-down and bottom-up approaches in governance and collaboration, the formation of a nature-based place brand identity and image, and the roles of local communities, facilities, maintenance, branding, and communication. Findings indicate that Silkeborg is on the right path toward recognition as the country’s outdoor capital, while still presenting room for improvement. The thesis contributes a new model of the placemaking process that prioritizes local anchoring and community benefits over branding aimed solely at tourists, and it discusses the monitoring and maintenance of natural assets as well as the potential influence of COVID-19 on nature use. Overall, the study offers insights into how nature-based destinations can be created and managed through coherent processes that link identity, policy, and practice.
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