Wilderness and cultural tour guides, place identity and sustainable tourism in remote areas

This paper is concerned with understanding the relationship between place identity and sustainable tourism in remote areas. It examines wilderness and cultural tourism guides’ place identity and how those identities are deployed in designing and delivering their activities, then evaluates how these activities engage with the goals of sustainable tourism. A mixed-method approach collected data from textual documents, participant observation and semi-structured interviews. A literature review and early document analysis identified three exemplary Yukon place identity narrative themes: (1) Masculinist Narratives, (2) Narratives of the New Sublime and (3) Narratives of Loss. A narrative framework emerged from initial findings and was refined on an on-going basis throughout the research process, and used iteratively as an analytical tool. Sustainable tourism is understood in relation to geotourism and place-based approaches. Instrumentally, the study provides insight into strategies used by guides to engage with, enhance and broaden goals for and understandings of sustainable tourism. It considers the role of infrastructure and the significance of lifestyle entrepreneurs. Authenticity is engaged to examine how it is operationalized as a crucial dimension of sustainable tourism in remote areas and is used to examine instrumental considerations, as well as a potential tool to “liberate place”.