The spirit of sauna: legitimating the Finnish place brand

Jack S.Tillotson; Vito Tassiello; Alexandra S. Rome; Katariina Helaniemi

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The spirit of sauna: legitimating the Finnish place brand

机译：桑拿的精神：合法化芬兰人品牌

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摘要

Purpose - The purpose of this paper is to investigate inhabitants of Finland and their continuing efforts to narrate a national identity within the constraints imposed by discursive meanings of Finnish culture through the experience of sauna. Design/methodology/approach - Data collection comprised semi-structured interviews with Finnish local residents and entrepreneurs; these were supplemented with secondary data including books, articles, advertisements and documents referencing sauna in the context of Finland. Findings - The analysis and interpretation by the authors show that the symbolic resource of sauna constitutes the legitimation of Finnish nation branding discourses at three levels: regulative, normative and cultural-cognitive; we label these sauna governance, communal identity creation and mythmaking, respectively. Originality/value - The research contribution reveals that nation branding discourses are also forms of legitimation work. Finnish nation branding discourses are interwoven with sauna as the symbolic resource of "Finnishness" and become conduits for the expression of discursive meanings. This demonstrates that institutional legitimacy is an intrinsic aspect of the ways place branding discourses can be used as a mode of governance (i.e. a policy instrument).

机译：目的 - 本文的目的是调查芬兰的居民及其继续努力，通过桑拿的经验，在芬兰文化的话语意义上阐述了国家身份。设计/方法/方法 - 数据收集包括与芬兰当地居民和企业家的半结构化访谈;这些都补充了次要数据，包括在芬兰背景下引用桑拿的书籍，文章，广告和文件。调查结果 - 提交人的分析和解释表明，桑拿的象征性资源构成了三个级别芬兰国家品牌Discours的合法性：监管，规范和文化认知;我们分别标明这些桑拿治理，公共身份创造和神话。原创性/价值 - 研究贡献显示，国家品牌散文也是合法化工作的形式。芬兰民族品牌致命的话语与桑拿为“芬兰语”的象征性资源交织在一起，成为表达话语意义的导管。这表明制度合法性是派对致命致命的方式的内在方面可以用作治理方式（即政策仪器）。

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来源
《Journal of place management and development》 |2021年第3期|262-276|共15页
作者
Jack S.Tillotson; Vito Tassiello; Alexandra S. Rome; Katariina Helaniemi;
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作者单位

Department of Marketing School of Marketing and Communication University of Vaasa Vaasa Finland;

Faculty of Business and Law Liverpool Business School Liverpool John Moores University Liverpool UK;

Department of Marketing ICN Business School Nancy France;

Department of Marketing Aalto University Business School Aalto Finland;

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正文语种 eng
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关键词
Institutional theory; Legitimation; Nordic; Place branding discourses; Sauna; Symbolic resources;

机译：制度理论;合法化;北欧的;放置品牌散文;桑拿;象征性资源;

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The spirit of sauna: legitimating the Finnish place brand

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