Visitors' and locals' experiences of Rotorua, New Zealand: an interpretative study using photographs of landscapes and Q method

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Abstract
This paper reports on an interpretative study of locals' and visitors' experiences in Rotorua, New Zealand and shows how experiences vary among different groups. Photographs were Q sorted by a non‐random sample of locals and both overseas and New Zealand visitors, and the data were factor analysed to identify four factors or types of experience. These include experiences of Sublime Nature, Iconic Tourism, New Zealand Family and the Picturesque Landscape. These findings show that Q sort with photographs is a useful research approach which advances our understanding of destination image and provides results that have implications for the contemporary theoretical debate on the nature of tourist experience in New Zealand. Copyright © 2002 John Wiley & Sons, Ltd.