The role of social media in creating a hot spot mountaineering destination: the Trolltunga case
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The study is to show how social media can create hotspot mountaineering destination from the remote wild place. It is the detailed study on the link of social media and hiking experience in Trolltunga. Trolltunga is used in this research as a case study. This study is to understand the advantages and disadvantages of social media in the outdoor experience, particularly in remote backcountry area. The study finds that social media creates a circular flow of continuing sequence of trip stages. The experience starts from the images of Trolltunga in social media and ends in social media by sharing own experience (usually pictures, videos), which, in turn, becomes an inspiration for other people to go for the same experience, and it is an endless circular process. The finding of the study says that the role of social media in all stages of the outdoor experience is different, and not efficient in being an information source for preparations. The study utilises quantitative research method. An online questionnaire was used to get information about the experience. Results of the survey show that motivations, outcomes, perceptions of the experience differ by gender and generations. This study recommends that role of social media in outdoor studies should not be neglected as social media has become an integral part of human life. Online sharing of unique, exotic experiences as Trolltunga hike provides an increase of recognition, self-esteem, but also might negatively effect on the preparation level of other visitors. The latter creates problems not only to visitors but also to locals.
Masteroppgave - Norges idrettshøgskole, 2018