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[{"key": "dc.contributor.advisor", "value": "Pietik\u00e4inen, Sari", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "R\u00e4s\u00e4nen, Anni", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2021-09-27T06:40:22Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2021-09-27T06:40:22Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2021", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/77905", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Maailmantaloudessa kasvavana ja merkitt\u00e4v\u00e4n\u00e4 toimialana n\u00e4ht\u00e4v\u00e4 matkailuala on kokenut kovia 2020-luvun alkupuolella. Globaali koronapandemia on haitannut merkitt\u00e4v\u00e4sti niin suurien lentoyhti\u00f6iden kuin pienempien matkatoimistojen toimintaa kireiden matkailurajoitusten my\u00f6t\u00e4. Samoin my\u00f6s Suomen Lapin turismisektori on saanut tuntea pandemian vaikutukset, sill\u00e4 matkailurajoitusten takia viisi vuotta kest\u00e4nyt positiivinen liikevaihdon kehitys Lapin matkailusektorilla katkesi. Sek\u00e4 pandemian aikana ett\u00e4 sen j\u00e4lkeen markkinoinnilla on suuri rooli Lapin matkailun kannattavuuden ja jatkuvuuden kannalta. T\u00e4st\u00e4 syyst\u00e4 t\u00e4m\u00e4n pro gradu -tutkielman tarkoituksena on tarkastella, millaisten diskurssien avulla Suomen Lappia markkinoidaan ranskankielisille sveitsil\u00e4isille turisteille. Tutkimusmateriaalina toimii sveitsil\u00e4isen Kontiki Voyages -yrityksen ranskankielinen talvimatkailukatalogi, jossa markkinoidaan matkoja Sveitsist\u00e4 Pohjois-Eurooppaan talvikaudelle 2020\u20132021.\nTutkin markkinointiteksteist\u00e4 koostuvaa aineistoani kriittisen diskurssintutkimuksen teoreettisen ja metodologisen viitekehyksen n\u00e4k\u00f6kulmasta, nojaten samalla sosiaalisen konstruktivismin k\u00e4sitykseen todellisuuden rakentumisesta vuorovaikutuksessa. Hy\u00f6dynn\u00e4n analyysiss\u00e4ni my\u00f6s diskurssin, genren ja rihmastollisuuden k\u00e4sitteit\u00e4. Fairclough\u2019n (1992) jaottelun mukaisesti analysoin aineistossa esiintyvien diskurssien ilmentymist\u00e4 kolmella eri tasolla: kielellisell\u00e4, diskursiivisella sek\u00e4 sosiaalisella tasolla.\nAineistosta nousi esiin kolme keskeist\u00e4 diskurssia, jotka ovat hyvinvointidiskurssi, kokemusdiskurssi ja ainutlaatuisuuden diskurssi. Jokainen diskurssi rakentuu aineistossa tukeutuen tiettyihin kielellisen ja diskursiivisen tason valintoihin. Hyvinvointidiskurssin keskeisi\u00e4 piirteit\u00e4 ovat turistin yksil\u00f6llisyyden korostaminen, narratiivit ja arjesta irtautumisen korostaminen, kun taas kokemusdiskurssissa korostuvat turistin kannustaminen, vertailumuodot sek\u00e4 arktiselle alueelle tyypilliset aktiviteetit. Ainutlaatuisuuden diskurssi puolestaan keskittyy rakentamaan Suomen Lapista uniikkia mielikuvaa tukeutuen materiaaliseen ja aineettomaan saamelaiseen kulttuuriin sek\u00e4 villiin ja kaukaiseen Lapin elinymp\u00e4rist\u00f6\u00f6n. T\u00e4ss\u00e4 diskurssissa esiin nousevat muun muassa paikallisten kielien hy\u00f6dynt\u00e4minen ja metaforat.\nKokonaisuutena Kontiki Voyages -matkatoimiston talvimatkailukatalogi n\u00e4ytt\u00e4ytyy useiden turismisektorin trendien ja muutosprosessien risteym\u00e4n\u00e4. Muun muassa niin sanottu \u201dglobal to local\u201d -ilmi\u00f6, luonto- ja hyvinvointimatkailu sek\u00e4 kustomoidut palvelut nousevat esiin katalogista. N\u00e4iden lis\u00e4ksi katalogista heijastuu my\u00f6s joitain turismisektorin yleisi\u00e4 ja pitk\u00e4aikaisia ongelmia, kuten turismin ja eri elinkeinojen v\u00e4liset j\u00e4nnitteet sek\u00e4 kulttuurin ja ymp\u00e4rist\u00f6n kaupallistaminen voittoa tuottaviksi palveluiksi.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Paivi Vuorio (paelvuor@jyu.fi) on 2021-09-27T06:40:22Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2021-09-27T06:40:22Z (GMT). No. of bitstreams: 0\n Previous issue date: 2021", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "50", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "Lapland", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "critical discourse analysis", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Marketing the Arctic : discourses of Finnish Lapland in a Swiss travel catalogue", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202109274974", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Humanistis-yhteiskuntatieteellinen tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Humanities and Social Sciences", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Kieli- ja viestint\u00e4tieteiden laitos", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Department of Language and Communication Studies", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Soveltavan kielitieteen maisteriopinnot", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Master's Degree Programme in Applied Linguistics", "language": "en", "element": 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