Ett vågat kulturarv -när subkultur utvecklas till lokal resurs

Abstract

The following essay aims to examine how a subculture can be used in local development as a strategic resource. The theoretic framework used in the research that is being conducted in this study is literature concerning identity, place marketing and event tourism. The material in this study is gathered through historic literature, field studies and qualitative interviews. The fieldstudy begin with a background of Varbergs historical coastal culture along with it´s geographic pre-conditions. Hereafter the divergence is presented and the clashes of culture that arose after the surf culture made it´s entrance in Varberg. Various reasons for the change in attitudes towards surf culture is noticeable once Varbergs municipality starts using it as part of their marketing campaigns and different examples of this is accounted for. The field study discusses the physical evidence of surf culture visible and noticeable in Varberg. Finally a short presentation is given of the new coastal culture, a term that has been introduced recently and is now being used frequently by the municipality of Varberg. Result and discussion points out that Varbergs geographic possibilities combined with a very vivid and innovative culture have contributed to why surf culture have grown very strong at this specific location. From the municipality of Varbergs point of view, surfculture is a natural development of an allready existing coastal culture.