Visitor Experiences of Kaikoura, New Zealand: an interpretative study using photographs of landscapes and Q method

This paper reports on an interpretative study of visitor experiences of landscape in Kaikoura, New Zealand and focuses on how these experiences vary among different groups. Photographs representing different landscape experiences were Q sorted by a non-random sample of both overseas and New Zealand visitors. The data were factor analysed to yield five groups each describing a distinct visitor experience, and the results were interpreted on the basis of the photographs most and least liked, and the comments made about them by the people interviewed. The eco-tourist experience is characterised by being close to marine mammals in a spectacular setting. The maritime recreational experience emphasises boating and fishing. The coastal community experience emphasises quiet appreciation of a small community in a natural setting. The picturesque landscape experience is focused on passive appreciation of the scenery. The family coastal holiday experience is characterised by appreciation of marine mammals and enjoyment of the facilities of the town, in contrast to the other factors which tend to respond negatively to commercial settings. The study shows the varied ways in which Kaikoura is experienced as a tourist destination, and provides evidence of subtle but significant distinctions between the experiences sought and appreciated by different visitor groups. Policy, practice, methodological and theoretical implications are discussed (C) 2001 Elsevier Science Ltd. All rights reserved.