Welcome to this hybrid seminar where Mia Larson, professor at Karlstad University, present her research on Swedish fika.
#fikaculture #swedishfika #brandig #tourism
Abstract and bio
Swedish Fika: Digital Destination Branding through Intangible Cultural Heritage
Fika, a deeply rooted socio-cultural practice in Sweden, presents unique opportunities for destination marketing by incorporating its intangible cultural heritage (ICH) elements. ICH represents immaterial values, expressions, and practices linked to traditions and legacy, crucial for creating meaning in tangible assets. Previous literature highlights the superficial representation of culture in destination branding, often focusing on tangible elements like landmarks. However, fika's intangible nature requires careful "packaging" to avoid oversimplification and maintain its multifaceted cultural essence. As fika gains global recognition, incorporating its complexity into branding efforts is essential to represent Swedish culture authentically. This presentation examines how fika, the Swedish tradition of socialised breaks including coffee/tea and pastries, with its rich cultural and symbolic value, is leveraged to strengthen destination branding efforts.
Mia Larson is a professor in marketing at the Service Research Center (CTF), Karlstad University. She has a background from Gothenburg and Lund Universities and holds a well-recognised publication record related to research on services, destinations, tourism, events, and culture. Network collaboration, innovation, and branding are central in her research – often in connection to digital media.
