chapter  10
13 Pages

‘There can be no orcs in New Zealand’: do media representations of crime tarnish tourism?

ByJOHN W. BUTTLE, JAMES RODGERS

Introduction Occasionally New Zealand’s tourism industry promotes lucrative urban events such as the America’s Cup Yacht Race of 2000 hosted by Auckland City (Barker, Page and Meyer 2002) and the Rugby World Cup, but the majority of international tourists view New Zealand in a more rural context. New Zealand is a place of pristine rural beauty with spectacular beaches and coastline vistas, green subtropical bush land, picturesque mountains and volcanoes, and grand fjords. Therefore, it comes as no surprise that the tourism industry utilizes the rural aspects of New Zealand to construct an image to sell vacations to the international tourism market. The countryside is also a favoured destination for the domestic holidaymakers and in December, during the height of the summer, cities such as Auckland vacate as inhabitants take their annual camping trip or visit the family holiday home (known in New Zealand as a bach) to relax (Buttle 2006).