Data collection

The primary empirical data of the study derives from interviews conducted with workers from different tourism companies of Northern Europe that are related to tourist services involving nonhuman animals. The format of semi-structured interviews was chosen as the most appropriate form of data collection for the scope of the study. It supports the production of the variety of interpretations and provides the researcher with a better understanding of the relation between individual’s cultural background and the subject of the study (Patton, 1990). Keeping the interviews semi-structured allowed to guide the process in accordance with the predefined theoretical approach throughout each

56

interview, and to keep interviews in line with each other, while at the same time it provided certain flexibility to the process and openness towards new arising perspectives, interpretations, and changes. Thereby, semi-structured interviewing makes a very balanced data collection method from this viewpoint (Graneheim & Lundman, 2004).

Before interviews, however, participatory, and non-participatory observations were conducted to acquire a better comprehension of the field, form preliminary theoretical assumptions, and design the study process and interview structure. These observations took place at several different husky kennels and reindeer farms during the winter season of 2019-2020, with a researcher’s attention put on observing worker-nonhuman animal communication, farm environment, operations, and interactions with customers. These observations were largely possible due to researcher’s work in the tourism industry, which included numerous visits to reindeer farms and husky kennels around Rovaniemi.

The researcher was mostly taking part in worker-nonhuman animal interactions as an observer, only occasionally taking active participation helping workers by following their guidelines. This part of the empirical study allowed to construct the study structure, gain a profound pre-understanding, that is an orienting frame of reference, define and analyse the theoretical framework, and design an interview structure and guidelines (Moisander

& Valtonen, 2006, pp. 108–111).

The general interview structure consisted of four sections, aimed at exploring: (1) participants’ personal background, (2) their personal relationship with animals, especially in work context, (3) their opinion on the general use on non-human animals across different industries, such as farming, and (4) their perspectives on the use of nonhuman animals in tourism activities. Throughout interviews it was important to attain workers emotional concerns as well as their more cognitive perspectives, without segregating the two from each other. On the whole, based on conducted observations and theory reviews, the predefined framework for interviews aimed to explore the morally problematic situation through workers’ connection and relation with nonhuman animals and their moral standing – although the predefined framework was a subject to revision throughout the study.

57

Selected interview participants came from different companies in Finnish Lapland, except for the couple that was interviewed together. All the companies were located around the city of Rovaniemi, which is the capital of Finnish Lapland and one of the major tourism destinations in the area. The goal was to invite people with different demographic background and from both husky and reindeer farms. A number of candidates were contacted through social media platforms and invited for a face-to-face interview meeting: with few people not responding or not being able to meet – a total of six participants agreed for an interview. Four participants were husky kennel workers and two participants worked with reindeer. Half of participants were female and half – male.

Two participants were employed workers and four – entrepreneurs owning their business.

Participants had a diverse background and were both international and local (Finnish).

Interviews were arranged as physical face-to face meetings; two meetings took place in a café in the city centre and three interviews were held on farms where participants worked.

Individual semi-structured interviews allowed the researcher to obtain more personal interpretations and understandings, through closer contact and interaction with interviewees, which resulted in deeper insightful content. Interviewing process predispose to higher concentration and reflection on the discussed topic from each interviewee. Whereas in focus group interviews a risk of one dominant opinion influencing others, occurs. Moreover, interaction between the participants in focus groups plays a big role, creating additional challenges for the researcher to focus on the flow of the process and the content itself (Smithson, 2000). Hence, in this study, four interviews out of five were individual and one was conducted with two participants at the same time, since they were a married couple working at the same farm. A total of five semi-structured interviews, were conducted with six people working with nonhuman animals in different companies in Finnish Lapland. The interviews were conducted during winter season 2020-2021, when the tourism industry was heavily affected by the global pandemic situation and travel restrictions.

It is also important to note that all interviews were conducted in English language, which is not the native language for any of the participants, including the researcher. All interviews were recorded and transcribed, forming a total of 66 pages of text data for content analysis. All participants prior to interviews signed a letter of consent, and the

58

major purpose of the interview was explained to them. At the end of each interview participants were offered to add anything on the discussion.