From Fish to Folk Art: Creating a Heritage-Based Place Identity in Ferryland, Newfoundland and Labrador

Abstract

This study uncovers the social processes behind the transformation of underdeveloped spaces into landscapes of consumption. We focus on Ferryland, Newfoundland and Labrador, a community that is developing a heritage-based place identity in response to the collapse of the northern cod fishery. Ferryland's 'heritage-scape' place identity is first established. Responsible stakeholders and their motivations are revealed, and contestation accompanying the transformation exposed. The future of this identity is then considered in light of local plans and provincial directives. Using a variety of primary and secondary sources, we demonstrate that Ferryland is an emerging heritage-scape, whose creation has been facilitated largely by civic (non-profit) and public sector co-operation. We find limited evidence of contestation, which we attribute to widespread support for the tourist industry, recognition of its economic benefits, and retention of the original rural landscape identity. We acknowledge that civic sector strategic planning, coupled with the province's mandate for growth, may stimulate future tourism development. This scenario will only unfold, however, in the presence of clear direction, a willing workforce, entrepreneurial initiatives and additional funding. Keywords: heritage, rural landscape identity, underdevelopment, tourism