I'm Rachel...and I'm going to Reykjavik!

Being able to visit Reykjavik in order to discover and assess the touristic offer is just one of the many rewards of being an International Tourism Management student! 

Not only will I get to visit a dream destination of mine but I will also be visiting with the mindset of a destination manager - a job I aspire to - making this trip a mini trial in what the future could hold...

With that said, this blog will provide both pre and post visit analysis and audit of the successes and challenges facing Reykjavik's destination managers. 

To get things started I've noted some of my general expectations of Reykjavic:

•          To feel welcome – be invited in to a creative and unique culture by the proud locals
•          Experience new nightlife – try to keep up with the locals during runtur – Skál!
•            Discover more Icelandic music - already a fan of Icelandic alt bands (Sigur Rós, Fufanu) 
•          Breath-taking landscapes – try to take them in and not live through a lens
•          Venture in to the wilderness – embrace nature by being in it and not just seeing it
•          Test limits when it comes to culinary experiences – *cough*fermented shark*cough*
•          Cold bitter weather – prepare to wrap up and keep feet comfy
•          To need a lot of money! A warning all travel experts agree upon
•          Imagining North of the Wall – Game of Thrones fans will know 

Perceptions to be confirmed...

Reykjavik, Iceland - A rugged capital promising adventure and culture

(Source: Architectural Digest, 2016)

Dubbed as a ‘country in the making’ Iceland is fast becoming a must visit destination with Reykjavik as a central hub for visitors. Since 2010 inbound tourist numbers have more than doubled with a record 1,289,140 foreign visitors in 2015 proving that Iceland’s appeal is ever increasing (Iceland Tourist Board, 2016). This boost appears to coincide with the eruption of Eyjafjallajökull which catapulted Iceland in to the view of the media when the ash cloud caused travel disruptions. Although the ash cloud caused negative effects on the travel industry the views of the eruption and Icelandic landscape were simply mesmerising. With such heavy media coverage, and a well-timed coinciding promotional effort from the Iceland Tourist Board, the touristic attractions that the destination offers became centre stage.  

Using the underpinning knowledge of Leiper’s (1990) tourist attraction system it is widely acknowledged that the attractions of a destination must be able to motivate tourists and pull them to the destination. Complimenting this concept, the tourist must also be pushed to the destination due to their need to escape from the everyday (Dann, 1977).  With these theories in mind it is no surprise that the breath-taking landscapes and powerful scenes of nature have pushed and pulled tourists to Reykjavik.

The greatest touristic offers as emphasised in promotional materials appear to be the landscape and the Icelandic culture. These pillars of attraction are both able to be diverse and contrasted as part of the destinations brand and as such appeal to a wider audience. Using Cohen's (1979) tourist typologies the destination image can be directed at multiple tourists.

For example, 

Images of the Northern Lights and other natural landscapes on offer promote the image of serenity,  peace and calm - appealing to the diversionary tourist who seeks to escape from the monotony of every day life. 

(Source: Iceland 24, 2016)

Landscape images can contradict this by offering visions of adventure, extremes and danger - suiting the recreational tourist who seeks physical challenges.

(Source: Iceland 24, 2016)

The cultural offering to tourists can emphasise traditions and heritage which will appeal to the existential tourist who wishes to completely immerse themselves in the Icelandic lifestyle.

(Source: Iceland Travel.is, 2017)

OR, the use of more modern cultural offerings such as runtur, a weekend long pub crawl, could attract the experimental tourist who aims to be in contact with local people.

(Source: Iceland 24, 2016)

These contrasting images/ attractions appeal to multiple tourists and allow the formation and collection of both romantic and collective gazes (Urry, 1990) thus motivating a wide range of tourists to visit. The contrasting representations of destination image appear to work together in harmony in a way that not many other destinations can achieve; The Iceland Tourism Board suggest this is due to their already established and unique Icelandic culture.

However, should visitor numbers continue to increase as they are then Reykjavik is at risk of losing its appeal. Issues of tourist perceptions being unattainable may arise as a result of negative effects of the three pillars of sustainability – Environment, Social and Economic (Brundtland Report, 1987).

Overcrowding, unsuitable infrastructure, and damage to landscape are just a few of the negative impacts that tourism can have on tourist attractions. Destinations which have received rapid and intense tourist interest, such as Barcelona, have suffered greatly when it comes to maintaining their identity (Fava and Rubio, 2016).

What pulled tourists in the first instance becomes overly commodified and inauthentic or maybe even damaged. Reykjavik’s natural landscapes could soon be eroded by too many footsteps, geysers will not be experienced due to overcrowding and the unique and soulful locals may feel the need to leave. 

Not on Reykjavik's watch!

The Iceland Tourist Board has learned from others mistakes and refuses to let the destination become victim of antagonism (Doxey’s Irridex, 1975) or decline (Butler’s Life Cycle, 1980). Multiple tourist businesses within Iceland commissioned the Boston Consultancy Group to create a plan for the future of tourism (BCG, 2013). The plan identifies potential impacts of tourism and gives solutions which would enable tourism to thrive but not threat the destination. The plan involves strategies related to marketing initiatives as well as infrastructural recommendations to support the increase of visitor numbers.    

Putting this notion in to motion the creation of the ‘Iceland Academy’ was established by Promote Iceland; a partnership formed by the same key tourist businesses that commissioned the BCG plan. The Iceland Academy cleverly reciprocates the message to tourists that they are guest to the host community and provides rules and warnings of expected tourist behaviour in a way that is endearing and light-hearted.

The Iceland Academy use the incentive of receiving a ‘graduation’ once all the advisory videos have been viewed thus making the process of learning about how to be a responsible tourist interactive and fun.

This approach to destination management is a soft approach as it intends to educate tourists and is open to interpretation (Mason, 2005). It is hoped that such measures will be enough for tourists to respect the delicate surroundings of Reykjavik but with some politicians and locals already rumbling at the tourist numbers hard measures may be implemented in the future (Morris, 2016). This could explain why an opportunity to further entice tourists to the destination appears to have been missed… 

(Source: Digital Spy, 2016)

Through researching the destination there appears to be little in the way of promoting the destination as ‘North of the Wall’. This of course is a key setting in the television phenomena Game of Thrones of which many scenes involving key characters and story lines are filmed in Iceland. Northern Ireland and Croatia have enjoyed major success as a result of the show and have fully embraced film-induced tourism through marketing stunts and campaigns attracting the millions of global fans to come and experience the ‘real’ Game of Thrones at the filming locations yet this does not seem to be the case with Reykjavik and the surrounding area (McDonald, 2015).  

(Source: Iceland Review, 2012)

Multiple academics have concluded that television and film can have a great influence on the tourist decision making process particularly when a show or film has such a cultural influence as Game of Thrones. Sirgy and Su (2000) even go as far as to suggest that destinations should dismiss usual destination marketing strategies in favour of hosting film crews as this results in reaching a more extensive audience and can greatly reduce tourist boards spending. 

It will therefore be interesting to discover whether this is a calculated move by Icelandic tourism businesses in a bid to deter mass tourism. Medway et al (2011) reasoned that this form of demarketing can in fact help destinations to maintain their authenticity as well as protect natural environments by deflecting tourists. 

However, with Iceland becoming more dependent on the tourist economy since its almighty economic collapse in 2008, a strategy to increase tourism by using the Game of Thrones franchise may be on the horizon. For now, it seems Reykjavik’s priorities are to maintain its natural environment which, poignantly, is probably its main tourist attraction and as such the most negatively impacted by tourism. 

So...with lots on offer, some big plans ahead and the threat of mass tourism it is sure to be an interesting case study visit to analyse the destination management of Reykjavik, Iceland!

Factsheet - Attractions & Points of Interest

Compiled below are a list of attractions which can be accessed, either by walking or via public transport, from Reykjavik Hotel Centre, Skipholt 27, Reykjavik, 105, Iceland.

Note - 
Public Transport

Bus – 1500 kr = 1-day pass or 3500 kr = 3-day pass.

Closest main bus station = Hlemmur Bus Stop (6 min walk)

(Imagery Source: Visit Reykjavik, 2017)

POINTS OF INTEREST
WD/ PT	Attraction	Description	Dist. from Hotel	Cost
Walking Distance	Hallgrímskirkja Church	www.hallgrimskirkja.is/ Hallgrímskirkja church is Reykjavík's main landmark and its tower can be seen from almost everywhere in the city.	2.1 km 27 minutes	Tower entry - 900kr
Walking Distance	The Sun Voyager	A striking steel sculpture by Jón Gunnar Árnason, made to resemble a Viking ship but is, in fact, a dream boat and an ode to the sun.	2.6 km 32 minutes	N/A

HISTORY, ARTS & CULTURE
WD/ PT	Attraction	Description	Dist. from Hotel	Cost
Walking Distance	National Museum of Iceland	www.nationalmuseum.is The museum offers a variety of exhibitions and one permanent display illustrating the story of Iceland’s past, from the medieval days of Viking settlements to current contemporary culture.	2.8 km 35 minutes	1500kr or 750kr with student ID
Walking Distance/ Public Transport	Aurora Reykjavik	www.aurorareykjavik.is Iceland's first educational and recreational Northern Lights Center. People can learn about, enjoy the beauty and facts about the Northern Lights.	3.0 km 37 minutes or via Bus Route 1	1800kr – 15% discount with student ID
Walking Distance	Harpa - Concert and Conference Centre	www.harpa.is One of Reykjavik‘s greatest and distinguished landmarks. It is a cultural and social centre in the heart of the city and features stunning views of the surrounding mountains and the North Atlantic Ocean.	2.1 km 25 minutes	N/A - concert prices vary

NATURE, PARKS & GARDENS
WD/ PT	Attraction	Description	Dist. from Hotel	Cost
Walking Distance	Nauthólsvík Geothermal Beach	www.nautholsvik.is Golden-sanded geothermal beach at Nauthólsvík in Reykjavík.	2.9 km 37 minutes	500 kr during winter
Public Transport	Krýsuvík Geothermal Area	www.visithafnarfjordur.is   An expanse of steaming volcanic vents and boiling hot springs, framed by multi-coloured hills. A boardwalk winds through the geothermal area, with informative signage explaining all the geological facts.	8.2 km 11 minutes via Bus Route 1	N/A
Walking Distance	Laugardalur (Hot Spring Valley)	A major centre for sports and recreation in the capital. You will find a youth hostel, a campsite, and the largest outdoor thermal pool in Reykjavík	2.6 km 32 minutes	N/A
Walking Distance	Öskjuhlíd and The Pearl	A beautiful woodland area surrounding the Pearl - one of Reykjavík's stunning landmark buildings.	1.8 km 24 minutes	N/A
Public Transport	Videy Island	borgarsogusafn.is/en/videy-island Apart from its ancient ruins and rich historical background, other attractions include impressive works of art by Yoko Ono and Richard Serra.	3.6 km to Skarfabakki pier Ferry - Weekends only Bus 16 to pier	TBC -Viðey ticket­office

Essential Packing List

Below is an essential packing list for those visiting Reykjavik and the surrounding area- adapted from Iceland Academy (2016).

•         1 Jacket (waterproof)
•         2 pairs fleece-lined leggings
•         2 pairs normal leggings
•         4-5 thin shirts
•         2 thermal shirts
•         1-2 sweaters
•         1 bathing suit
•         1 pack towel
•         Gloves and hat
•         1 pair walking boots
•         2 pairs long lined socks
•         Plenty of socks and undies
•         Sunglasses
•         Toiletries, essentials only

Leave at home – heels, falsies and ball gowns! The Reykjavik nightlife is quite relaxed. 

Reference - Continued Update

Below are the references used to support this blog. The list will be reviewed and updated regularly as more posts are added.

Architectural Digest (2016). Day in Reykjavik. Available at: http://www.architecturaldigest.com/story/how-to-spend-a-day-in-reykjavik. Accessed 09 February 2017.

Beerli, A. and Martin, J. D. (2004). Factors influencing destination image. Annals of Tourism Research, 31 (3), pp. 657-681.

Boston Consultancy Group (2013). Northern Sights: A Future of Tourism in Iceland. Available at: http://www.icelandictourism.is/servlet/file/store36/item699669/version1/report%20from%20bcg%20on%20the%20future%20of%20tourism%20in%20iceland.pdf. Accessed 08 February 2017.

Butler, R.W. (1980) The concept of a tourist area cycle of evolution: Implications for management of resources. Canadian Geographer, 24 (1), pp. 5–12.

Butler, R.W. (1980). The concept of the tourist area life-cycle of evolution: implications for management of resources. Canadian Geographer, 24 (1), pp. 5-12.

CNN (2017). Happiest Countries Revealed. Available at: http://edition.cnn.com/2017/03/20/travel/worlds-happiest-countries-united-nations-2017/. Accessed 22 March 2017.

Cohen, E. (1979). Rethinking the sociology of tourism, Annals of Tourism Research. 6 (1), pp. 18-35.

Dann, M. S. (1977). Anomie, Ego-Enhancement and Tourism. Annals of Tourism Research. 4 (4), pp.184-194. 

Digital Spy (2016). GOT Iceland. Available at: http://digitalspyuk.cdnds.net/16/29/980x490/landscape-1468837215-game-of-thrones-jon-snow-iceland.jpg. Accessed 09 February 2017.

Dominique, S. and Lopes, F. (2011). Destination Image: Origins, Developments and Implications. Revista de Turismo y Patrimonio Cultural, 9 (20), pp. 305-315.

Doxey, G.V. (1975). A causation theory of visitor-resident irritants: Methodology and research inferences. In Travel and Tourism Research Associations Sixth Annual Conference Proceedings, pp. 195–98.

Doxey, G.V. (1975). A causation theory of visitor-resident irritants: Methodology and research inferences. In Travel and Tourism Research Associations Sixth Annual Conference Proceedings (pp. 195–98).

Echtner, C. M and Ritchie, J. R. B. (2003). The meaning and measurement of destination image. The Journal of Tourism Studies, 14 (1) pp. 37–48.

Faulkner, B & Tideswell, C (1997). A framework for monitoring community impacts of tourism, Journal of Sustainable Tourism, 5 (1), pp. 3-28.

Favia, N. and Rubio S. P. (2016). Tourism In The City: Bye Bye Barcelona. Springer, Switzerland.

Guide to Iceland (2017). Eyjafjallajokull. Available at: https://guidetoiceland.is/travel-iceland/drive/eyjafjallajokull. Accessed 22 March 2017.

Guide to Iceland (2017). Reynisfjara. Available at: https://guidetoiceland.is/travel-iceland/drive/reynisfjara. Accessed 22 March 2017.

Gunn, C.A. (1972) Vacationscape: Designing Tourist Regions, Taylor & Francis, Washington.

Iceland 24 (2016). Iceland. Available at: http://www.iceland24blog.com/2014/12/best-time-to-visit-iceland.html. Accessed 08 February 2017.

Iceland Academy (2016). Available at: http://inspired.visiticeland.com/academy. Accessed 08 February 2017.

Iceland Monitor (2017). Another death at beach. Available at: http://icelandmonitor.mbl.is/news/news/2017/01/09/another_death_at_iceland_s_reynisfjara_beach/. Accessed 24 March 2017.

Iceland Monitor (2017). Tourism Village to Geysir. Available at: http://icelandmonitor.mbl.is/news/nature_and_travel/2017/03/15/tourist_village_to_rise_by_iceland_s_geysir/. Accessed 23 March 2017.

Iceland Review (2012). Hollywood to Iceland. Available at: http://icelandreview.com/magazine/2012/07/09/feature-week-hollywood-comes-iceland. Accessed 09 February 2017.

Iceland Review (2014). More Hotels under construction in Reykjavik. Available at: http://icelandreview.com/news/2014/02/10/more-hotels-under-construction-reykjavik. Accessed 23 March 2017.

Iceland Travel (2016). Iceland Guide. Available at: http://www.iceland.is/. Accessed 08 February 2017.

Icelandic Tourist Board (2016). Visitor Numbers. Available at: http://www.ferdamalastofa.is/en/recearch-and-statistics/tourism-in-iceland-in-figures. Accessed 08 February 2017.

Icelandic Tourist Board (2017). Ferdamalstofa. Available at: http://www.ferdamalastofa.is/en/about-us/icelandic-tourist-board. Accessed 24 March 2017.

ITV (2013). Volcanic ash threat to flights. Available at: http://www.itv.com/news/meridian/story/2013-05-07/volcanicashresearch/. Accessed 09 February 2017.

Kim, H. and Chen, J. S. (2015). Destination Image Formation Process, A holistic model. Journal of Vacation Marketing, 22 (2) pp. 154-166.

Landvernd Icelandic Environment Association (2017). Tourism. Available at: http://landvernd.is/en/Main-topics/Tourism. Accessed 24 March 2017.

Leiper, N., (1990). Tourist attraction systems. Annals development: An analysis of the positive and of Tourism Research, 17(2): 367-384.

Lonely Planet (2016). Reykjavik. Available at: https://www.lonelyplanet.com/iceland/reykjavik. Accessed 08 February 2017.

Lonely Planet (2017). Iceland. Available at: https://www.lonelyplanet.com/iceland. Accessed 22 March 2017.

Mason, P. (2005) 'Visitor Management in Protected Areas: From 'Hard' to 'Soft' Approaches?', Current Issues in Tourism, 8 (2), pp. 181-194.

McDonald, H. (2015). Game of Thrones Tourism. Available at: https://www.theguardian.com/tv-and-radio/2015/apr/11/game-of-thrones-tourist-fans-northern-ireland-tv. Accessed 09 February 2017.

Medway, D., G. Warnaby and S. Dharni (2011). Demarketing Places: Rationales and Strategies, Journal of Marketing Management. 27 (1), pp. 124-142.

Milan, A. (2008). Attitudes of local residents towards the development of tourism in Slovenia: The case of the Primorska, Dolenjska, Gorenjska and Ljubljana regions, Anthropological Notebooks, 14 (1), pp. 63–79.

Morris, H. (2016). Iceland Tourist Takeover. Available at: http://www.telegraph.co.uk/travel/destinations/europe/iceland/articles/reykjavik-compared-to-disneyland-as-number-of-us-tourists-pass-population/. Accessed 08 February 2017.

Seweryn, R. (2013). Managing a Customer’s Expectations in Tourism as a Determinant of their Satisfaction. Marketing Trends in Theory and Practice, 4 (8), pp. 140-143.

Sheffield, H. (2015). Three charts that show Iceland's economy recovered after it imprisoned bankers and let banks go bust - instead of bailing them out. Available at: http://www.independent.co.uk/news/business/news/three-charts-that-show-icelands-economy-recovered-after-it-imprisoned-bankers-and-let-banks-go-bust-10309503.html. Accessed 24 March 2017.

Sirgy, M.J. and Su, C. (2000) Destination image, self-congruity, and travel behaviour: Toward an integrative model. Journal of Travel Research 38 (4), pp. 340– 352.

Skift (2017). Iceland Tourism. Available at: https://skift.com/iceland-tourism/?utm_content=36608848&utm_medium=social&utm_source=twitter. Accessed 23 March 2017.

Telegraph (2010). Iceland Volcano Ash. Available at: http://www.telegraph.co.uk/travel/picturegalleries/8533370/Iceland-volcano-ash-cloud-and-travel-disruption-in-pictures.html. Accessed 08 February 2017.

The Guardian (2015). Top 10 Hotels in Reykjavik. Available at: https://www.theguardian.com/travel/2015/apr/30/top-10-hotels-in-reykjavik. Accessed 22 March 2017.

United Nations, (1987). Our Common Future - Brundtland Report. Oxford University Press, p. 204.

Urry, J. (1990). The Tourist Gaze. Leisure and Travel in Contemporary Societies, London.

Visit Iceland (2017). Seljalandsfoss. Available at: http://www.visiticeland.com/plan-your-trip/travel-search/details/seljalandsfoss-and-gljufrabui-waterfalls?type=place. Accessed 22 March 2017.

Visit Reykjavik (2017). Reykjavik. Available at: http://www.visitreykjavik.is/. Accessed 13 February 2017.

Wickens, E., A. Bakir and M. D. Alvarez (2015). 'Sustainable Destination Development: Issues and Challenges', Tourism Planning & Development, 12, pp. 1-5.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 60 (2), pp. 31–46.