Language and Perceptions of an Adventure Location in New Zealand
Authors: Ryan, Chris; Ruthe, Jessica
Source: Tourism Culture & Communication, Volume 4, Number 1, 2003 , pp. 29-40(12)
Publisher: Cognizant Communication Corporation
Abstract:When describing locations and activities associated with adventure tourism, places and experiences may be described by young tourists as being “cool,” “radical,” or “awesome.” For an operator seeking to enhance both product and profitability, an issue is what do such expressions mean? This article reports results derived from a study of 389 visitors using Kiwi Experience services to a white water rafting and lodge operator in North Island, New Zealand. Using a combination of closed questions based on Likert-type scales and open-ended questions, an analysis was undertaken of what constituted the nature of the comments being made. It was found that Dann's typology of brochure messages fitted the nature of the comments being made. Additionally, it was noticeable that the content of the messages changed over reiterations of questioning, and that in a third round, some critical comments began to emerge. It is suggested that messages of “difference” are important, and it is possible to discern linkages between separated perceptions of landscape and activity.
Document Type: Research Article
Affiliations: University of Waikato, Hamilton, New Zealand
Publication date: 2003-01-01
- Tourism, Culture & Communication is international in its scope and will place no restrictions upon the range of cultural identities covered, other than the need to relate to tourism and hospitality. The Journal seeks to provide interdisciplinary perspectives in areas of interest that may branch away from traditionally recognized national and indigenous cultures, for example, cultural attitudes toward the management of tourists with disabilities, gender aspects of tourism, sport tourism, or age-specific tourism.