There and Back Again, Tourism to New Zealand

Abstract

This thesis examines the photographic images from the 100% Pure New Zealand tourism campaign New Zealand launched in 1999. It focuses on the increase in tourism numbers between 1995 and 2005 and the impacts on New Zealand as a tourism destination after the release of The Lord of the Rings. From the official 100% Pure New Zealand campaign booklet, six photographic images were selected showing New Zealand as a 100% pure ‘clean and green’ natural environment through its landscapes and as J.R.R. Tolkien’s world of Middle-earth. The six photographic images are examined on the branding conflicts and different perspectives of domestic and foreign tourists. The 100% Pure New Zealand campaign has brought authentic, environmental, and cultural issues to light that have become visible through the semiotic analysis.