Tourists seem to be drawn to a particular corner of Tshahkajärvi lake in the far north of Lapland.
People from Finland, as well as places like the UK, Germany and Taiwan, often hike in the area, treading through the forest to find and photograph a well-known abandoned wooden rowboat by the lake.
It is "the place to get the best photos" in the area, at least according to social media influencers and their aspirant counterparts.
In the process of falling apart, the rowboat is nestled on the lake shore, and has become one of the area's most photographed spots, at least on Instagram.
Dramatic shots of the dilapidated vessel and pristine scenery, just south of Kilpisjärvi village, began appearing on social media feeds a few years ago. As the trend continued, doctoral researcher Elina Hutton was at work on a dissertation about the environmental impacts of tourism in the Arctic.
Attraction to the old boat is more than simply the love of nostalgic images, according to Hutton.
"New destinations like this rise quickly on social media, then it seems everyone has to go find them," she said, noting that their destinations are often in places that tourists aren't normally drawn to.
While the scene may be picturesque, the popularity might not be an entirely good thing, however.
The problem is that there isn't a proper trail leading to the boat, which is by an archeological site yet to be properly examined, according to Hutton.
"The ground surrounding the boat has been completely trampled by people, and vegetation beneath the snow is dead," she explained.
In her dissertation research, Hutton dug up thousands of photos of the lakeside scenery that have been posted on Instagram. She concluded that visitors often forget about the delicate surrounding nature as they try to get those great shots.
Some visitors rarely consider whether they actually should be traipsing in nature, regardless of how mystical it may look, according to the researcher. At the same time, many seek out inspiration from other social media photographers to find tucked away, "secret" places.
According to Hutton, social media seems to have normalised rule-breaking or otherwise prompt poor behaviour. As an example, she said enthusiastic visitors have been known to disrupt the lives of locals in Rovaniemi as they gather for self-organised treks to catch a glimpse of the northern lights.
"People get the impression that everyone else does it too — that it's okay to go to places even though they're on private property, in protected zones, or even if it's dangerous," she explained.
The researcher also found that visitors to the region tend to be younger than tourists in other areas of Lapland.
She said that social media has prompted continued growth of people visiting the area. At the same time, the number of calls to rescue services in the region has also increased, as weary hikers increasingly need assistance getting out of rough terrain.
A professor of tourism studies at the University of Lapland, Outi Rantala, echoed Hutton's sentiments.
She said that social media posts often encourage people to take multi-day hikes in the area.
"They may even be inspiring inexperienced hikers to try similar hikes," Rantala said.
Both Hutton and Rantala noted that the social media posts used terms like "adventure" hundreds of times. However, very few of the captions included the word "mosquito", the blood-sucking insects that swarm there in the warmer months.
Meanwhile, the posts rarely mention other practical matters when visiting the area, like where to find clean drinking water or how to wash up while on the trail.
Hutton said she finds it problematic if these areas are viewed only as an enchanting nature destination for tourists.
"The way nature is presented in social media images also affects how people think about nature," Hutton said.
For example, in Norway, there have been reports of tourists who used cemeteries to relieve themselves.
Hutton, who lives in Tromsø, said she has caught tourists urinating by her boathouse and taking photos of her clothesline. There have also been issues in northern Norway with tourists camping in churchyards, among other inappropriate areas.
"It shows that tourists don't consider that locals are living their normal, everyday lives," Hutton said.
A common phenomenon Hutton observed during her examination of around 6,000 Instagram photos for her dissertation was also seen in shots of Kilpisjärvi — the everyday lives of locals were nearly totally absent, with 90 percent of the snaps only showing landscapes and no people.
"In real life, people can be seen everywhere there. You can see power lines and other things," she explained.
Out of the thousands of photos she viewed, the local population was mentioned in their captions a total of nine times. When they were referred to, the locals were described as tourism workers or reindeer herders. At the same time, she did not find a single post mentioning the Sámi people who live there.
Although the area is known for reindeer herding, the animals were also underrepresented in the posts, according to Hutton, who said she found more photos of sled dogs than reindeer.
"When reindeer were mentioned, they were described as 'wild'", she said, in efforts to suggest that Kilpisjärvi is even wilder than it actually is.
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