Item

Understanding visitors' and locals' experiences of Rotorua using photographs of landscapes and Q method

Fairweather, John R.
Swaffield, Simon R.
Simmons, David G.
Date
2000-02
Type
Monograph
Fields of Research
ANZSRC::1506 Tourism
Abstract
The objective of this study was to develop an understanding of visitors' and locals' experiences of the Rotorua landscape using photographs of landscape and Q method. The interest in landscape experience reflects the central role that both passive and active involvement in landscape plays in the Rotorua tourism industry. The selection of photographs for Q sorting was based on three sampling frames including landforms, features and attractions, and activities. There were significant groupings of preferred experience which reflects both generic marketing of geothermal and Maori attractions and the presence of distinctive preferences attracted to new facilities and hydrological features. Some of the factors highlight the continuity in the aesthetic values that underpin Rotorua. Least preferred settings included exotic forestry and commercial signs, the former raising issues for the management of forestry. Comparisons to an earlier study of visitors in Kaikoura shows some similar factors. Finally, theoretical and policy implications are briefly noted.