ABSTRACT

This chapter discusses different aspects of adopting labelling systems to indigenous tourism companies and other businesses and activities. With the help of labelling, tourists have the possibility to consciously choose to visit certified enterprises, which would provide them, not only with meaningful tourism experiences, but also with a story of Sámi culture told by the Sámi themselves. The chapter reviews both the process of empowerment provided by community entrepreneurship to find the reference value for other potential community entrepreneurship in the ethnic minority areas. Tourism and empowerment have been connected in several articles, especially pertaining to ecotourism or community-based ecotourism ventures. The goal of empowerment through tourism has been described as having both positive and negative outcomes for the local and indigenous populations. The products could be more artistic and not based on traditional patterns, but still the products would be made by locals, members of the indigenous community and the new trademark would show the authenticity of the product.