Challenges of extraordinary experiences in the Arctic

This paper presents and discusses findings from extraordinary experiences in the Arctic Svalbard. Although extensive consumer research has focused on the positive, sublime, and communal aspects of extraordinary experiences, little emphasis has been placed on the challenging aspects. By focusing on Arctic horse riding, Arctic adventure travel and dog sledding from a practice perspective, this study provides evidence that extraordinary consumption can be marked by challenges because of unrealistic expectations, troubling learning practices and connecting with others, and how one copes with tensions. We discuss how these four main types of challenges mark consumption and as such provide a nuanced interpretation compared with the positive connotations of previous research. Copyright © 2015 John Wiley & Sons, Ltd.