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The European North has long attracted travelers, the selling point often being the availability of nature and wilderness. Recent developments, however, suggest a greater variety of tourism motivations, including new products such as dogsled tours, aurora borealis watching, snowmobiling, and stays at ice hotels. Many of these firms use names containing the term ‘Arctic' or similar terminology related to imaginations of the Far North. The chosen terminology is considered one example of the process of ‘Arctification'. However, there is a limitation in descriptive knowledge about the overall Arctification of the region’s tourism industry. Hence, this article aims to illustrate the Arctification of the tourism industry by mapping the changing geographies of firm names. Through its results, the study aims to contribute an understanding of how firm naming is part of the tourism production, and how this influences the reimaging and delineation of regions. The study uses a descriptive quantitative approach, extracting data from the Retriever Business database. The results show a clear development of tourism firms increasingly using Arctic terminology in their firm names. Also, the tourism firms’ locations show patterns of spatial differences related to the region’s natural environment, population density, infrastructure, and the firms’ age.

The Arctification of northern tourism: a longitudinal geographical analysis of firm names in Sweden