Bilden av Island - den sista vildmarken

The last years trends of increasing globalisation and the decreasing importance of the nationstate has led to rising flows of travellers and information throughout the globe. This has affected the competition between destinations; they are now competing in a global market. The importance of placemarketing and representing a place identity, is today essential to attract customers from around the world. The purpose of this essay was to examine how Iceland as a place is represented through the photographs in horse tourism. The research questions asked were: How is the Icelandic landscape represented in photographs? How is people and horses represented in the landscape? And how can the horse be analysed as a part of the Icelandic landscape? The method used for research was image-analysis, a qualitative approach where horse tourism-websites and photographs on these websites were strategically selected. Theories used to analyse the result were concepts like place, nature and wilderness, described as social constructions. The research showed that Iceland as a place is represented through a selection of myths. The role of the Icelandic landscape might be explained as a dichotomy of two contrasting representations, the dramatic and untamed landscape, and the idyllic and romantic landscape. The Icelandic horse is represented as a powerful, mythological, and divine creature, interacting with humans but not fully tamed. It is also represented as free, wild and a part of the Icelandic nature. In the photographs people are represented as active in an adventure. They become integrated with nature by the connection to the Icelandic horse. In conclusion this study shows that Iceland is represented as a place with a powerful and romantic landscape. Where people can get access to nature by the horse, they become part of an adventure but they never fully control either the horses or the landscape. People are depicted as humble participants, being part of something more powerful then themselves, the great Icelandic nature