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See discussions, stats, and author profiles for this publication at: https://www.researchgate.net/publication/322197301 VISIT VINLAND - Developing a New and Innovative Tourism Product in Atlantic Canada by Deciphering Ancient Icelandic Sagas Thesis · July 2016 DOI: 10.13140/RG.2.2.20383.87203 CITATIONS READS 0 878 1 author: Sveinn Traustason Høgskulen på Vestlandet 1 PUBLICATION 0 CITATIONS SEE PROFILE Some of the authors of this publication are also working on these related projects: Visit Vinland - Tourism Development in Atlantic Canada View project Visit Vinland - Tourism Development in Atlantic Canada View project All content following this page was uploaded by Sveinn Traustason on 02 January 2018. The user has requested enhancement of the downloaded file. Visit Vinland Developing a New and Innovative Tourism Product in Atlantic Canada by Deciphering Ancient Icelandic Sagas Master Thesis submitted in fulfillment of the Degree Master of Business Administration in Tourism and Hotel Development Submitted to Dr. Helmut Zolles Sveinn Rúnar Traustason 1302003 Sogndal, Norway May 29, 2017 1 AFFIDAVIT I hereby affirm that this Master’s Thesis represents my own written work and that I have used no sources and aids other than those indicated. All passages quoted from publications or paraphrased from these sources are properly cited and attributed. The thesis was not submitted in the same or in a substantially similar version, not even partially, to another examination board and was not published elsewhere. Date Signature ABSTRACT Visit Vinland is a name invented for the purpose of this thesis for a new proposed association aimed at developing and marketing Atlantic Canada to Nordic people, people of Nordic descent and anyone interested in Viking explorations and the Vinland Sagas. Visit Vinland would provide a unique focus on North America prior to the European settlements in the 16th Century allowing visitors to experience the life and culture of the First Nation peoples before the Europeans arrived and learn about their first encounter with Norse “Viking” explorers and settlers, Basque fishermen and English, French and Italian explorers. The main purpose of the thesis is to establish a guideline on scientific grounds, directed to a so far virtual tourism entity named Visit Vinland, which aims at increasing tourism between the Nordic Countries and Atlantic Canada. Although independent, Visit Vinland would work under the umbrella of the “Atlantic Canada Tourism Partnership” (ACTP), and “Destination Canada” (DC), in cooperation with already established associations and councils such as the Mi´kmaq Grand Council “Santé Mawiómi”, the “Viking Trail Tourism Association” (VTTA) in Newfoundland, the “Aboriginal Tourism Association of Canada” (ATAC), the “American Indian Alaska Native Tourism Association” (AIANTA), the “Saga Trail Association” in Iceland, and the International “Destination Viking Association” (DVA). “Secondary objectives include research based proposals how to develop and market tourism products that provide visitors to Atlantic Canada with an exceptional and inspiring experience, taking them on a journey of exploration and imagination, combining Native American and Viking history and heritage with French Acadian, Celtic and modern day Canadian cuisine and culture. This includes the main subject of this thesis “The Vinland-Mi’kma’ki Trail” that will take visitors through some of the most beautiful and pristine coastal landscapes in North America, to stunning locations off the beaten track, with ancient history and oral traditions. The name of the Trail derives from (A) Vinland, the name that the Norse "Viking" explorer Leif Eiriksson gave to the region in 1000 AD, and (B) Mi’kma’ki, the Mi’kmaq Nation’s name for the same region, their homeland, that included Nova Scotia, New Brunswick, PEI and the Gaspé Peninsula. Newfoundland, with the Norse archaeological site at L'Anse aux Meadows, is also part of the Vinland region and the "gateway" to Vinland. The Vinland-Mi’kma’ki Trail is designed to connect with existing trails such as the Viking Trail, and the Cabot Trail, providing exceptional scenery as well as an array of human activity, rich with culture and the culinary arts, giving visitors the chance to discover various places where Viking sagas and Aboriginal stories come to life. With a bit of research and development the Vinland- Mi´kma´ki Trail will provide a unique insight into the Viking explorations to Mi’kma’ki, North America, 1000 years ago as well as into the life and culture of the Mi'kmaq people who had lived on this land for thousands of years prior to the Norsemen's arrival. 3 ACKNOWLEDGEMENTS I would like to thank my supervisor Dr. Helmut Zolles for his skillful guidance, supervision and encouragement and my wife Marcela Cerón, my Editor-In-Chief, for all her enormous help and patience through the whole thesis writing period. I could not have done this without her. I would also like to thank Andre Myers in Newfoundland and Rögnvaldur Guðmundsson in Iceland and all those who contributed to the thesis by answering questions and providing invaluable information and advice. TABLE OF CONTENTS Affidavit ..........................................................................................................................................2 Abstract ..........................................................................................................................................3 Acknowledgements ........................................................................................................................4 List of Figures .................................................................................................................................8 List of Tables ................................................................................................................................ 10 List of Abbreviations ................................................................................................................... 11 Preface ........................................................................................................................................ 12 1 Introduction ...................................................................................................................... 13 1.1 About the thesis ................................................................................................................ 13 1.2 What is “Vinland”? ............................................................................................................ 14 1.3 Norsemen or Vikings? ....................................................................................................... 15 1.4 What is Mi’kma’ki? ........................................................................................................... 15 1.5 The Mi’kmaq people ......................................................................................................... 17 2 Research Aims and Objectives .......................................................................................... 18 2.1 Objectives for the Master Thesis ...................................................................................... 18 2.2 Theme and inspiration: ..................................................................................................... 18 2.3 Statement of the problem ................................................................................................ 18 2.4 Hypothesis: ....................................................................................................................... 19 2.5 Assumptions: .................................................................................................................... 19 2.6 Research questions: .......................................................................................................... 20 3 Methodology .................................................................................................................... 21 3.1 Research methods ............................................................................................................ 21 3.2 Data sources ..................................................................................................................... 21 3.3 Survey methods ................................................................................................................ 21 3.4 Literature review .............................................................................................................. 22 4 Tourism Statistics and Trends ........................................................................................... 23 4.1 Tourism in Canada – Key highlights .................................................................................. 23 4.2 Tourism in Atlantic Canada – Key highlights ..................................................................... 25 5 4.3 The Nordic Outbound Travel Market ................................................................................ 26 5 Tourism Routes Planning & Development ........................................................................ 27 5.1 Why Tourism Planning and Development? ...................................................................... 27 5.2 What are Tourism Routes? ............................................................................................... 29 5.3 How to successfully develop a tourism product (route)? ................................................. 30 6 Tourism