University of Otago, Dunedin, New Zealand

Project Description

Destination Image formation within the Surfing Subculture

Project Abstract

From its origins in Hawaii three thousand years ago surfing has grown into an industry worth an estimated US $10 billion dollars per annum, with tourism companies offering surf tours to developed and less developed locations all over the world in the search for that perfect wave. In the last decade surf tourism has been recognized as a significant part of the tourism industry on a national and global basis warranting its research. Despite this academic literature on surf tourism has yet to catch up with the growth and changes in the industry, it is limited and mostly anecdotal and historical. The purpose of this paper is to investigate the extent to which cultural markers in the New Zealand surfing subculture influence destination image and choice. Research was conducted using a two phase sequential mixed methods study to explore participant views to develop a national survey.Areas of future research include comparisons with other surfing subcultures in around the world, research at destinations with tourists and between different subcultures use of markers.
Keywords Destination image & choice, Marketing, Surf tourism, Adventure tourism, Sports, New Zealand, Commodization, Markers, Subculture.
Paper type Research Paper

Surveys released for this project:
Destination Image Formation in the Surfing Subcult 7
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