Being online off the beaten track: rhythms of connectivity and user-generated content in the marketing of Greenland.

Abstract To better understand how Visit Greenland works in marketing Greenland as a tourist destination, the case of social media influencers is explored. To do so, a review of the social media marketing literature is provided which zooms in on social media marketing, tourism and social media influencers in tourism. Encapsulation and decapsulation is introduced as an analytical tool to explore the study's material and is presented in the following analysis. After a short introduction to our methodology and case, empirical material from interviews with professional social media influencers sponsored by the DMO to promote the destination is used to show how users negotiate online presence and social media content during their travels in Greenland. In conclusion, the trade- offs and balancing acts of being 'online' and 'off the beaten track' are discussed, seeing them as equally important but at times hard to reconcile.