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The tourist travels because he wants to satisfy the realities deep in his soul, he wants to fill the emptiness, the everyday boredom, the secret passions and fantasies, the unconscious obligations or to experience a dream landscape. When the tourist starts a journey, he travels according to his own map, which also shows something familiar. On the way the tourist can get in touch with the common myths of the human mankind, he can participate in a large package tour and get to his destination. Myths dealing with primary issues, such as "How it all began, why the grass grows, why human skin color varies, why the leaves on the aspen tree are rattling?" (Antola, 2004).
Travelling broadens the mind, the road of the tourist passes through good and evil trees of knowledge, but also along treeless paths which helps to distinguish the forest from the trees.
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Picture of Elis Sinistö. Photo: Jan Kaila |
The tourist is buying symbols, talismans, memories, ritual objects, new experiences
and a new awareness. The tourist captures himself, produces self-images, portraits
of his beloved or travel companion, sends notes in the form of post-cards, collects
rocks and presses plants between the pages of books. The tourist wants to meet other
people and by doing so to face himself. The tourist needs to have travel companions
and guides. The tourist tries to learn the skill of interaction, which is the most
difficult of human skills.
Longing for arts drives the tourist to seek for a counterweight and harmony for
everyday life, a logical-technical reality. Art also arranges order out of chaos,
which the tourist meets in his dreams. Art in Finland is as true as science. Works
of art change the ugly to beautiful. Finland produces a huge amount of creativity,
in each village there are cultural events, markets and activities. The small nation
has produced a tremendous artistic capital of all the various arts and disciplines
for all the tourist tastes.
In skillful design the modern language of arts include the actual values and the
actual landscape and mindscape of modern Finland bearing the traditions. That has
happened during the last century, during the time of Carelianism when the National
Romantic style had something unique to show for Europeans. The country's leading
artists then took responsibility when constructing an image of Finland.
By the language of the outsider artists, the Finnish rural tourism communicates strength and authenticity. For example, Jan Kaila’s angel art photo, which makes iteration of outsider artist Elis Sinistö on shiny ice, is a beautiful icon for winter tourism in Finland. Elis Sinistö’s statement of the wisdom of life suits the mission of the tourism service: "Life must have Happiness, Gratitude, and Pleasure and Entertainment."
Finnish ski lifts could be new totems of practical engineering and environmental art, new modern design, which would give value to the export market. The copies of the ski lifts could be sold in thousands for collectors. Well, even the Eiffel tower was a strange idea at first.
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6.3.1. The Markets of Meanings | 6.3.3. The Pilgrims |
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