Engaging the Arctic: tourism, technology and the transformation of museum practices

Technology has become an integral part of today’s society and is increasingly applied in various areas of tourism. Museums and visitor centres, in particular, have implemented the use of visual and interactive technologies to improve their exhibitions. These innovations have the ability to engage visitors more deeply, transforming traditional displays into immersive experiences. Such technological implementations have begun to emerge in the Arctic, yet research on their effects and potential remains limited. Their impact is reflected in the reception of such exhibitions, often documented in online reviews and comments. Drawing on New Museology and the Contextual Model of Learning, this paper focuses on museums in Finland and Iceland, using netnography and thematic analysis to explore how visual and interactive technologies shape visitors’ perceptions of Arctic and subarctic environments and communities. Through an analysis of online reviews, the study identifies how technology is transforming the way tourists engage with and understand the Arctic. The study shows that technology alone is not enough to challenge stereotypes and promote sustainable tourism practices. Its effectiveness depends on the interplay between interactivity, performativity and human interactions.