Viking heritage tourism - Authenticity and commodification

This paper explores the key dimensions of the emerging Viking heritage tourism in Europe which consists of museums, heritage centers. theme parks, village reconstructions, and seasonal trading fairs or markets supplemented by the activities of Viking re-enactment or "living history" societies. Based on qualitative research, tire geographical breadth of the Viking heritage tourism in Europe is outlined. giving brief case studies of each of the main types of tourist experience. This is followed with a discussion on how notions of authenticity and commodification are constructed by kev participants through the staging of particular types of Viking tourism. The article concludes by noting how notions of regulation and performance operate in Viking heritage tourism.