Reykjavik - Study Visit Analysis

Following on from previous entries, this section of the blog will critically analyse the touristic provision of Reykjavik and Iceland following my study visit. An audit took place whilst visiting the destination regarding the Destination Management Framework provided by United Nations World Tourism Organisations (2012). Findings from the audit shall be reviewed and shared in order to gain a holistic view of Reykjavik as a tourist destination with key tourism theories underpinning my analysis.

Unless otherwise stated - all images are authors own.

Destination Management Framework

The below framework identifies the components of Destination Management. I carried out a first-hand audit of Reykjavik and its tourist offerings using the below framework to identify successes, failures and challenges relating to the management of the destination.   

Source: UNWTO, 2012

When establishing what attracts a tourist to a destination the following elements must be considered according to UNWTO:

•          Attractions

•          Public and Private Amenities

•          Accessibility

•          Human Resources

•          Image and Character

•          Price

These areas must be managed in synergy to be successful therefore the need for destination management arises. Although not responsible for any particular entity the destination managers must oversea and lead the activity of tourism industries, community, regional authorities and visitor. The below articles will discuss Reykjavik’s destination management following the study visit analysis. Reference to the framework and tourist destination elements will be referred to throughout. 

Destination Image - Expectations vs Perceptions

Destination image formation is the process of one acquiring a collection of data to create an expectation of a place prior to one visiting said destination (Kim and Chen, 2015). This accumulation of data will trigger a sense of motivation and is a key influencing factor in the decision-making process when one is seeking to travel (Echtner and Ritchie, 2003). This process took place prior to visiting Iceland and my expectations were formed after researching the destination. 

As part of the image formation process Gunn (1972) introduced the theory of organic and induced images. Organic images are those portrayed through media and personal capturing whereas induced images are created for marketing purposes and can often be enhanced or exaggerated. As a keen follower of destination trends, I have noticed Iceland become a ‘must-visit’ location on many travel lists in recent years including Lonely Planet’s renowned best in travel series (Lonely Planet, 2017). These sources provide many induced images of Iceland however I was cautious to create an over romanticised vision of the destination knowing that organic and induced images often fail to align (Dominique and Lopes, 2011). 

To my delight the organic images of Iceland I came across through other sources did in fact appear to be like those which have been enhanced for marketing purposes This can be seen in the comparison of the below images. 

Induced Image – Architectural Digest (2016)

Organic Image – The Guardian (2015)

Image taken by author, Rachel Mawdsley – March 2017

As you can see, the images are very similar and my perceptions of the destination were not only matched but exceeded the expected destination image portrayed prior to visiting. This can be referred to as positive disconfirmation per the expectancy disconfirmation theory which acknowledges that customer satisfaction can be exceeded when expectations are not met due to perceptions being better than one could have predicted (Zeithaml, Berry and Parasuraman, 1996). This is something destination managers strive to achieve as perceived positive destination assessment can lead to return visits and more importantly word of mouth endorsement to urge other travellers to the destination (Seweryn, 2013). I have championed this theory since my return as I have recommended the destination to all who have asked about my trip and would consider returning myself.

It must be acknowledged that this exceeding of expectations is largely due to the breath-taking views and scenery we were exposed to as not all who visit may experience this. We were extremely fortunate to have visited at the time we did; according to Iceland Monitor (2017) the days leading up to our visitor had brought a storm which led to record breaking snow fall with 51cm snow covering the ground – this is the biggest snow fall since 1952 and we got to witness the country covered in powder white snow without being exposed to the elements ourselves. 

The below image shows Hallgrímskirkja church during the snow storm in contrast to the photograph I took during the visit, both photos were taken within the same week. According to our guide, Hanna Mia, we got to enjoy the first sunshine of the year during our 4 day visit meaning the usual cloudy skies and freezing wind chill which can often dampen experiences was nowhere to be seen. This truly was a case of the calm after the storm!

Although fortunate for our trip, it is easy to imagine how many of the activities we participated in could have been affected by adverse weather conditions. This leads me to analyse some of the attractions that destination managers can offer in Reykjavik and Iceland.

 Assessing Reykjavik’s Attraction

As previously mentioned in the pre-visit submission of this blog, there is no doubt that Iceland’s main pull factor is the landscape. When reviewing the UNWTO Destination Management Framework below the built and natural environment and culture of a destination is at the centre of the touristic appeal.

Beerli and Martin (2004) break down the meaning of built and natural environment and culture in to the following:

Built environment:  Man-made structures which offer purpose to tourists and locals including buildings, hotels and leisure facilities/ attractions. 

Examples of the built environment that Reykjavik offers include:

Hallgrímskirkja Church - Reykjavík's main landmark which can be seen from almost everywhere in the city (Visit Reykjavik, 2017). This certainly proved helpful as a mark for when we strayed from the town centre!

Harpa Concert and Conference Center - A cultural and social centre in the heart of the city (Visit Reykjavik, 2017). This impressive building leant itself to be a great meeting point for the group.

Blue Lagoon - The iconic blue lagoon is Iceland's most renowned attraction (Visit Reykjavik, 2017). Our first stop off the plane, it was a unique experience and less crowded than expected although it is currently undergoing further expansion.

Restaurants and Bars – The city was packed with unique restaurants and bars to suit many tastes however one thing they all appeared to have in common was the cost – the prices were double, sometimes triple that of home.

Natural environment:  The natural environment which is not man-made such as weather, beach, lake, mountain, desert, etc.

This was of course the main offering for tourists. Examples of the natural environment that Reykjavik and the surrounding area offers include:

Eyjafjallajökull – The mountain famous for causing disruption to air travel after it’s volcanic eruption in 2010 (Guide to Iceland, 2017). It was particularly interesting to learn how the buildings had not been disrupted due to the glacial flooding occurring on the other side of the mountain – phew! 

Reynisfjara shore - The world-famous black sand beach located on Iceland's South Coast (Guide to Iceland, 2017). Although we were warned of the dangers unfortunately not all tourists listen to their guides and some have fallen victim to the intensely powerful waves. 

Seljalandsfoss - The only known waterfall of its kind, where it is possible to walk behind (Visit Iceland, 2017). This was a highlight of my trip – the few of us who managed to make our way past the thick ice behind the waterfall had a truly memorable experience which will stay with us for a long time to come.  

Aurora Borealis/ Northern Lights – Iceland is renowned for natural phenomenon including the remarkable northern lights (Visit Reykjavik, 2017). Having spent one evening northern light hunting we got incredibly whilst strolling through the streets of Reykjavik the following night. This is something many hope to experience however weather conditions were on our side – another example of how lucky we were! The mobile phone camera does not give this spectacle justice!   

Gulfoss - Probably Iceland's most famous waterfall (Visit Iceland, 2017). This site was one of the most heavily occupied by tourists and the viewing platform made it a struggle to get pictures due to it holding a small capacity of visitors at any one time. 

Cultural environment: Defined as the arts, customs, and habits of a society or nation and can include host quality/way of life, hospitality and friendliness.

Although hard to capture in an image we were introduced to many of the local customs and folk tales by our tour guide. Her insight in to old Icelandic sagas, modern way of life and the countries openness to creativity gave us a feel for the Icelandic culture; it is no wonder Iceland was recently voted in the top 10 happiest countries to live in the world (CNN, 2017).

This happy fellow greeted us in Icelandic fashion once we appeared outside his home to visit the hot springs...

Displaying local friendliness, this resident joined in when we asked if he could take a picture of us! 

Nothing was too much trouble for the locals and we felt like welcomed guests wherever we went.

In contrast to competing destinations Iceland and Reykjavik have unique offerings in terms or natural and cultural attractions. The man-made attractions are often culture/arts focussed, this links in with the creative culture of the country. It is not like any country I have visited before and it is not hard to see why it is perceived as a bucket list destination. However, with great success come great challenges… 

Sustainable Tourism Development

One of the key challenges for destination managers is the sustainability of tourism developments (Wickens, Bakir and Alvarez, 2014). As mentioned in my pre-visit article there has been a proposed plan by the Boston Consultation Group which recommends ways in which Iceland’s destination managers can ensure sustainable tourism to the destination. The three pillars of sustainability, as proposed by the 1987 Brundtland Report, are considered as part of the vision statement for destination Iceland, shown below.

Proposed vision for the future of tourism in Iceland

By breaking down the statement in to socio-cultural, environmental and economic components I have reviewed how my experiences of the destination compare to the desired vision.

SOCIO-CULTURAL

Something which Iceland pride themselves on is their ‘unique culture and warm-hearted welcome’. This certainly appeared to be the case in most of our interactions with locals however I am mindful that this may change with the increase of tourists.

According to Doxey’s irridex (1975) host communities experience different responses to tourists depending on the amount of tourist developments to the destination. The theory implies that tourists will become more irritated by tourists as tourism develops, this is from a scale of euphoria to antagonism. The levels of irritation can correspond with the stages of Butler’s tourism life cycle (1980), as illustrated in the below table. 

Source: Faulkner and Tideswell, 1997

Evidence of developments around the city can allow one to assume that Reykjavik is currently at the development stage of the tourist life cycle.

Rising new hotel developments could be seen amongst the backdrop of the otherwise low rise buildings within the city centre, as shown in the photographs below. 

The Iceland Review (2014) confirm these hotels, and many more in the surrounding areas, are being built to accommodate the increase in tourists to the destination. Using Doxey’s irridex it can be perceived that locals are currently experiencing apathy towards tourists and as such welcome the resulting income and investments. However, once consolidation is reached hosts are at risk of becoming annoyed by tourists and resentment may begin to occur. This would sacrifice the warm welcome that the destination Iceland vision for the future intends to offer.

Evidence of annoyance can already be seen amongst locals online. In March 2017 an Icelandic news outlet, Iceland Monitor, posted a news article to their facebook site declaring tourism providers intentions to build a tourist village by the iconic Geysir (see article here). From the comments it is obvious that this was not welcomed news by some locals; the below image shows a snapshot of some of the opinions of what appear to be Icelandic residents. Even as a tourist myself I was saddened to see unsightly modern developments amongst the landscape of quirky Icelandic buildings so it is no wonder locals are voicing their opinions where possible. 

Issues of loss of authenticity, resident displacement and mass tourism are all raised as concerns although it is unlikely these opinions will be heard when economic dependency on tourism appears to be a key motivator for destination managers. These socio-cultural challenges facing Reykjavik’s destination managers must be acknowledged and one would recommend future developments consider the impact on residents prior to approval. Ensuring residents have input in to tourist developments can help obtain locals buy-in and potentially reduce tensions between hosts and tourists (Milan, 2008). 

ECONOMIC

In a bid to overcome the financial crisis of 2008 the Icelandic Tourist Board set out to increase visitor numbers and thus gained major visitor spend which helped them become the first European country to beat their pre-economic crisis output (Sheffield, 2015). The chart below shows how the tourism industry has overtaken that of Iceland’s other major economic industries.

Source: Skift, 2017

This rapid increase shows a boom in dependency on tourism to the island. Unlike other countries the Iceland government are yet to tax tourists however with continuing growth of tourist numbers this has recently been up for deliberation with the Iceland tourism minister, Thordis Kolbrun Reykfjord Gylfadottir, acknowledging that the sector must not become victims of their own success (Bloomberg, 2017).

It is no secret that it is an expensive country to visit – I found myself paying £5 for a bottle of water in a supermarket! Implementing taxes may do the desired job of deterring tourists, like myself, who are there to view the beauty of the destination however are unable to afford to do much more than purchase food and drinks along the way. This concept would align with the vision to attract quality visitors and ensure those who visit are likely to be wealthy enough to support valuable spending. As a student, I certainly would not have been able to fund the trip on my own – this added to my experience as I knew how lucky I was to be experiencing the destination on a subsidised budget!

As tourists on a budget we found ourselves spending our time walking around the city - spending money only on necessities. Harpa was free to visit so we found ourselves using this as a central meeting spot...quite literally as seen in the image below.

ENVIRONMENTAL  

The number one challenge for destination managers to the country and Reykjavik is the impact of tourism on the environment (Landvernd, 2017). The Icelandic Environment Association recognise that the natural environment is the main reason for most visitors to the destination and as such want to ensure it can be enjoyed by both locals and tourists for generations to come. Furthermore, the association have outlined the following as immediate actions to achieve sustainability to natural areas:

1.                   Close certain areas, either periodically within the calendar year and depending on season, or more permanently until nature in severely degraded areas has recovered

2.                   Restrict the number of visitors to certain areas

3.                   Build a better infrastructure in areas where we see that fit

4.                   Consider carefully to start charging money for access to nature

Evidence of ways in which these environmental challenges are being tackled could be seen throughout the trip. The visitor management frameworks used ranged from soft measures, which aim to educate and are open to interpretation, to hard measures which are regulatory, physical and economic in nature (Mason, 2005). A variation of both types of measurement were experienced throughout the trip:

Soft measures used included educational boards, which were available at most sites. These boards are well away from the main attractions, ensuring that the notices did not interrupt the landscape and opportunity to enjoy the stunning views. Most signage also had multi language paragraphs to meet varying tourist needs. 

Hraunfossar Barnafoss (Waterfalls)

 Eyjafjallajokull

Seljalandsfoss

Our experienced tour guide was also on hand to warn of the dangers of some sites and advised us on best practise when taking photographs. This was particularly relevant at the Reynisfjara black beach where past tourists have died due to taking images too close to the water and are swept up by large waves (Iceland Monitor, 2017).

Harder measures included physical barriers which stopped people from entering certain parts of attractions in a bid to reduce erosion and ensure visitor safety. 

Hot Springs

Skogafoss

 As champions of tourism our commitment to responsible tourism came to play when visiting the destination however not all visitors will understand the delicate nature of the landscape and the impact that people can have, especially when a large number of people visit a site at once. This lack of responsible tourism may lead to the tourists being charged to visit certain destinations however this is against Icelandic values and will therefore not be a choice taken lightly (Icelandic Tourist Board, 2017). 

TO CONCLUDE,

The study visit to Iceland provided extremely valuable and interesting insight in to a destination which is experiencing a great tourism boom. Although the destination is currently reaping the benefits of the economic gains that tourism can bring it does appear that issues of socio-cultural and environmental impacts are beginning to untangle, some of which were evidenced during our visit.

Fortunately, destination managers and key tourism industry players appear to be aware of the impacts of tourism. However, it can be argued that in order to prevent issues associated with mass tourism the destination must begin to control and enforce tourism management frameworks now before it is too late!

This is truly one of the best destinations I have visited and its touristic offering is extremely competitive with its breath-taking landscapes and unique local way of life. My hope is that the destination begins to find dependency in other economic services or goods so it has a better chance of avoiding overtourism and can stay unique and true to what enchants visitors in the first place!