Tourism’s Role in Cultural Revitalisation in Setomaa, Southeastern Estonia

Abstract

The thesis delves into the question of how tourism impacts cultural revitalisation of a minority community through community empowerment. The case of tourism in Setomaa, located in southeastern Estonia is utilized as a case study for this thesis. It has a special focus on the community perspective; in other words how does the community perceive tourism impacts in the context of cultural revitalisation and preservation. Research question drawn from it is therefore “How does tourism help in revitalizing a culture through community empowerment?”. The main research question is accompanied by sub questions: “How does tourism contribute to community empowerment through social, economic, political and psychological dimensions?” and “How does Seto culture presented in tourism impact community connection to the culture?”. The guiding theoretical framework is Regina Scheyvens empowerment framework.

The thesis utilizes qualitative research approach, in where the underlying research paradigm is constructivism. Nine semi-structured interviews with Seto community members and people with connection to Setomaa is conducted. Interviews are conducted to collect information about interviewee beliefs, experiences and attitudes related to the research topic. Conclusion is drawn using theoretical framework with empirical data to gather in depth understanding of the phenomenon.

Following the thematic analysis, results of the study indicate a general positive role of tourism in community empowerment and through that cultural revitalisation. The key findings demonstrate that tourism in Setomaa empowers the community predominately through social and political dimensions. Tourism done with the influence and needs of the community, showed positive indications regarding cultural revitalisation. Economic and psychological dimensions, although also positively present, have a few downsides to them regarding empowerment. Seasonal tourism, while providing employment in the region, does not produce stable source of income. Cultural identity through tourism is reinforced by community-central tourism and social aspect to it but also undermined by simplification of culture.

Tourism and culture remain a personal and nuanced topic. Although tourism provides direct benefits to the region, attention should remain on its impacts on host the community. Results of the thesis could provide nuanced understanding and advanced insight into the phenomenon, which in turn benefits tourism companies who operate in sustainable cultural tourism.