Exploring the world together: The colonial continuity of family adventure travel

Abstract

The article examines notions of family holidays in the marketing of family adventure travel, a small but growing segment of the alternative tourism sector in Sweden. In family adventure travel, the family vacation is oriented toward exotic destinations in the Global South. The analysis is conducted through a multimodal discourse analysis of web-based marketing material from seven Swedish travel agencies. It shows that the travel style of family adventure travel is constructed through a novel discourse, filled with overlapping meanings of family life, authenticity, and adventure. The article offers a unique approach to family tourism research by theorizing family adventure travel from a post-colonial perspective. It demonstrates how family adventure travel entails a colonial continuity, where notions of exploring and discovering the world become reproduced and re-negotiated in the context of family tourism. In the marketing of family adventure travel, the family vacation is reimagined as a journey of discovery.

‘He Wei Gui’: The wisdom and action of tourism photography vendors to handle conflicts in Canton Tower Scenic Area

“…Third, we use a theoretically informed interpretation to uncover how photography vendors engage in and resolve conflicts with other stakeholders. In this step, we attempt to present the quotations that representatively demonstrate identified discursive themes (Mattsson, 2022).…”

Emerging from the shadows of the COVID-19 pandemic and building back better:Tourist Studiesand Asian critical tourism scholarship

“…Tourist Studies has always published critical works on gender and tourism, from theoretical interrogations of gender, theory and tourism (Aitchison, 2001(Aitchison, , 2005 to feminist calls for reforms in ways in which gender roles manifest in tourism (Everingham et al, 2021;Frohlick, 2005;Mattsson, 2022;Veijola, 2009). The first article of this issue draws on the negotiations of gender representations seen in online advertisements for Chinese and Thai martial arts destinations.…”