MASS-VISITATION TO AN ICONIC NATURE-BASED ATTRACTION In Ing. Anouk - - PowerPoint PPT Presentation

FR FRAMI MING Y G YOURSELF I F IN P PICTURE PE PERFECT LANDS NDSCAPE PES

MASS-VISITATION TO AN ICONIC NATURE-BASED ATTRACTION

In

• Ing. Anouk B.M. Ever

ers MSc., Dr. Reidar J. Mykletun Contributors D.K. Wieczysta, D. Eidukaite, T. Vatland and H. Toivionen University of Stavanger

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

% Data source: Tracker Data (2014) and 2015, Innovation Norway

RE RESEARCH BA BACKGROUND I

TOURISM STATISTICS NORWAY

• Wh

What t characterizes a holiday in Norway – 2015 2015 [top 5 of 15]

/

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

RE RESEARCH BA BACKGROUND I NORWEGIAN SCENARY: PASSIVE / ACTIVE ENGAGEMENT

Source: http://codyapp.wpengine.netdna-cdn.com/wp- content/uploads/2012/12/medium_hiking_workout.jpg

www.trolltunga-adventures.com

Passive engagement Ac Acti tive engagement

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

10000 40000 70000 100000 20000 40000 60000 80000 100000 120000 2011 2014 2015 2016

YEARLY VISITORS DURING SUMMER HIKING SEASON TO TROLLTUNGA

RE RESEARCH CO CONCERNS I SPECTACULAR SCENARY: TROLLTUNGA - NORWAY

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Th

The case of Trolltunga

• Trolltunga, a cliff as part of a scenic landscape located in Norway as regarded

´iconic´ . Shared images of Trolltunga have led to ex exponential visitation increase

• Trolltunga is reached by a 9 hour, 22 km return hiking trail as scaled level 5 (scale

1-5) with no facilities, and attracts first-time unprepared hikers from city environments

• Limited focus on active engagement as part of perception and understanding of
• landscapes. Focus on aesthetic aspects leads to unprepared visitors

RE RESEARCH CO CONCERNS I SPECTACULAR SCENARY: TROLLTUNGA - NORWAY

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Be

Beyond th the Gaz Gaze: To Towards a d a dynam amic ic p perspectiv ive

• Increased interest in ac

activ ive as opposed to pa passive engagement of landscape. Landscapes permit re recre reational activities as hiking, camping and mountain biking

• Scenic sites with lim

limit ited c cap apac acit ity face difficulties in facilitating mass visitation

• Erosion and degradation of landscape
• forms a da

dang nger er to the experience and

• visual appeal of the site

RE RESEARCH CO CONCERNS I SPECTACULAR SCENARY: TROLLTUNGA - NORWAY

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

RE RESEARCH OV OVERVIEW I AIM AND IMPORTANCE

• Re

Research aim and importance

• Ai

Aim: Sustain the scenic appeal and positive experiences at iconic landscapes

• Developing a deeper understanding of the nature of experience through

active involvement and individual perceptions of such scenic sites

• Impo

Importanc nce: Developing a better understanding of the nature of experience and perception of scenic sites generates useful insights in how to best facilitate and manage current and future mass visitation flow

• Insight into what is regarded most po

positive and neg negative contributes to better understand which aspects are to be sustained

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Re

Research questions

• How do tourists perceive and experience landscape, by means of active

engagement at the site?

• In the context of Trolltunga: What is the perception of the encountered

landscape (views, people, objects) and the experience of hiking at the site?

RE RESEARCH OV OVERVIEW

I QUESTIONS ASKED AND IMPORTANCE

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

RE RESEARCH OV OVERVIEW

I THEORETICAL PERSPECTIVE

• Ho

Holistic mea measur ure e of Ex Exper perienc enced ed Lands ndscape pe

• Dy

Dynamic c and Mu Multi tiphasi sic

• Tourist Experience defined as:
• ‘‘An individual’s subjective evaluation and undergoing (i.e., affective, cognitive,

and behavioral) of events related to his/her tourist activities which begins be before e (planning and preparation), dur during ng (at the destination), and af after the trip (recollection)’’ Ritchie & Tung (2011)

Figure: Performance and experience circle by Ek, Larsen, Buhl Hornskov & Mansfeldt (2008) 5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

RE RESEARCH OV OVERVIEW

I THEORETICAL PERSPECTIVE

• Ex

Exper perienc ence e of Lands ndscape pe

• To

Tourist Gaz Gaze ( (3. 3.0): 0): Visu Visual al stimuli are central to the tourist experience.

• Through this theoretical perspective visual engagement is analysed by

activities such as image making and photography Urry & Larsen (2011)

• Pe

Performance Turn: Phy hysical stimuli are central to the tourist experience. Through this theoretical perspective, physical engagement is analyzed through place and performance based on active activities such as hiking Coleman & Crang (2002)

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Ex

Exper perienc ence e of Lands ndscape pe – th theory of ´Th The Experienced Landscape´:

• Hull & Stewart (1999) Chettri et al. (2004)
• Ac

Acti tive and experienti tial: Landscapes permit movement and exploration

• Ho

Holistic: Multiphase measure of perception through interaction

• Ph

Physical: Both ac activit ivity and perceived vis visual al features of the landscape are analysed, capturing emotional outcomes and landscape features Chettri et al. (2004)

RE RESEARCH OV OVERVIEW

I THEORETICAL PERSPECTIVE

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Th

The Experienced Landscape

• Empi

Empirical ana nalysis of Feel eeling ngs an and Si Sigh ght

• Positive and negative Affect (PANAS)
• European landscapes can be categorized
• as either Be

Beautiful, , Picturesque or

• r Su

Sublime. .

• Su

Sublime is a landscape perception based on

• neg

egative e and po positive emotional outcomes

• and landscape features. Adjectives include

RE RESEARCH OV OVERVIEW

I THEORETICAL PERSPECTIVE

Adjectives Su Sublime:

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

EXPERIENCED LANDSCAPE

Physical experience Aesthetic experience

RE RESEARCH OV OVERVIEW

I RE RESEAR ARCH FR FRAMEWOR ORK EX EXPER PERIEN ENCED ED LAND LANDSCAP APE

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Re

Research Method Experienced Landscape

• On-site in-person interviews and observations at the site Trolltunga during peak

hiking season summer 2015. International and national participants [n = 139] have been as randomly chosen as they returned from their hike to Trolltunga

Figure: Location of site Trolltunga Figure: Hike overview: 10 km one way track

RE RESEARCH OV OVERVIEW

I RESEARCH METHOD EXPERIENCED LANDSCAPE

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

National Geographic: #72: `Norway´s fjords will make you jump for joy`

Ob Obtained sample at study site Trolltunga

§

N = 139 participants. M : 28 years [18-40] 65% men and 35% female

§

First-time visitors (90%)

§

62% international, total of 32 countries. Most frequent nationalities included the countries Sweden (12%), Germany (12%), Netherlands (6%), Canada (5%), United Kingdom (4%) and United States (4%)

RE RESEARCH FIN FINDIN INGS

I OBTAINED SAMPLE

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Visit

Visitatio ion d driv iver: Images of Trolltunga on social media as key visitation driver

Counts

[n = 139] participants

RE RESEARCH FIN FINDIN INGS

I EXPERIENCED LANDSCAPE: BEFORE – DURING - AFTER

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Social media, Facebook and urban advertising as key pre-experience influencers

RE RESEARCH FIN FINDIN INGS

I EXPERIENCED LANDSCAPE: BE BEFOR ORE – DURING - AFTER

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Physical experience outcomes of hiking as part of on-site experience phase:

RE RESEARCH FIN FINDIN INGS

I EXPERIENCED LANDSCAPE: BEFORE – DU DURI RING NG - AFTER

Ph Physical sti timuli ou

• utcom
• mes

es (hiking): ):

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

Observed focus of reaching the top during hiking with a sense of rush and acceleration, and insecure during return

• RE

RESEARCH FIN FINDIN INGS

I EXPERIENCED LANDSCAPE: BEFORE – DU DURI RING NG - AFTER

Vi Visual st stimuli (f (features and a and affect):

Observed focus of photography activity at the site

• Visual perceptions of landscape as part of on
• n-si

site experience phase

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

EXPERIENCED LANDSCAPE

Physical experience Aesthetic experience

VISUAL PHYSICAL

RE RESEARCH FIN FINDIN INGS

I EXPERIENCED LANDSCAPE: BEFORE – DU DURI RING NG - AFTER

• Importance of sharing captured images at the cliff via social media platforms

RE RESEARCH FIN FINDIN INGS

I EXPERIENCED LANDSCAPE: BEFORE – DURING - AF AFTER

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• High sharing intentions images via social media, visitors as captured at the site

RE RESEARCH FIN FINDIN INGS

I EXPERIENCED LANDSCAPE: BEFORE – DURING - AF AFTER

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Most frequent viewpoints on overall experience visual + physical

RE RESEARCH FIN FINDIN INGS

I EXPERIENCED LANDSCAPE: BEFORE – DURING - AF AFTER

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Ratings [scale 1 to 10 ] on overall experience visual + physical

RE RESEARCH FIN FINDIN INGS

I EXPERIENCED LANDSCAPE: BEFORE – DURING - AF AFTER

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Visual aspects of the experience are central to the experience as being the

focus during before (motivation and driver), during (focus on photographing the site) and after (sharing experience) phase of experienced landscape

• Perceptions of Trolltunga correlate with landscape categorized Su

Sublime (e.g. scary, humbling, raw, wild).

• Few negative notions of crowding or objects (e.g. trash) even though the site is

dealing with crowding and trash (as observed by the researchers)

• Importance of perceived na

natur uralnes ness, ´rawness´ and uniqueness of landscape

• Co

Conclusions from a visual perspective

RE RESEARCH RE RESULTS

I CONCLUDING POINTS

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Positive and negative physical experiences result in overall positive experience
• ´Negative´ physical and challenging on-site hiking is either an accepted activity /

the basis for / strengthens a positive and unique experience of landscape as perceived Sublime

• Physical challenge facilitates ´man against nature´ experiences in line with the

Sublime based on both po positive e and nd neg negative e affec ect

• Co

Conclusions from a physical per perspec pective: e: Parado dox

RE RESEARCH RE RESULTS

I CONCLUDING POINTS

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• The before and after travel phase have a strong influence on on-site behaviour

(e.g. photography making, rush in researching the ´goal´ cliff Trolltunga)

• Importance of sharing the experience via images
• Focus of framing oneself on-site the cliff Trolltunga
• Cliff Trolltunga as stage for individual achievement, victory and championship
• Findings suggest the importance of identity as part of the experience in line

with ´the Presentation of Self in Everyday Life´ (Goffman), engagement, accomplishment, and a sense of meaning

• Co

Conclusions from a dyn ynamic perspective

RE RESEARCH RE RESULTS

I CONCLUDING POINTS

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

FUTU TURE RE RESEARCH

I FUTURE RESEARCH ON EXPERIENCED LANDSCAPES

Current Research: Active engagement

Visual and ac activ ive physical engagement by means of hiking lead to perceived landscape aesthetics and experience in terms of the Sublime

Visual experience Physical experience

EXPERIENCED LANDSCAPE SUBLIME

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

Fut Futur ure R Resear arch: : Passive engagement Falsification: Does pas passiv ive engagement in landscape lead to similar perceptions of landscape and experience in terms of Sublime (positive, negative affect)?

X

Visual experience Physical experience

EXPERIENCED LANDSCAPE SUBLIME ?

X X

FUTU TURE RE RESEARCH

I FUTURE RESEARCH ON EXPERIENCED LANDSCAPES

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• A deeper understanding of the role of active physical challenges and

recreational activities on positive overall experience and percept of landscape

• The role of positive - negative affect in landscape perception and engagement
• Categorizing visitors into active / passive engagement: Does physical challenge

contribute to (moderate), or is needed (mediate) for an overall highly positive perceived landscape experience and perception in terms with the Sublime (scary, humbling, challenging, awe, reverence) ? Should a ´negative´ physical challenge be sustained?

FUTU TURE RE RESEARCH

I FUTURE RESEARCH ON EXPERIENCED LANDSCAPES

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Besides visual and physical stimuli , what are the additional experiential

benefits sought as part of a experiential experience of landscape (e.g. sounds, smell)?

• Developing an integrative framework in analyzing key experiential aspects

contributing to an overall positive experience and percept of landscape

• Po

Positive ph phycho hology

FUTU TURE RE RESEARCH

I FUTURE RESEARCH ON EXPERIENCED LANDSCAPES

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

• Ma

Manageri rial implicati tions

• Su

Sustain and manage active physical experiences (e.g. recreational activity of hiking) in landscapes, as such engagement results in experiences and perception in terms of Sublime.

• Under- communication of physical aspects of experience
• As opposed to create and commodify ´ac

access f for all all´ landscapes and focus on vis visual al appeal, Trolltunga and similar iconic sites can sustain their di differ eren entiation n based on provided ph physical on-si site e engagement (difficulty level). Focus on communicating differentiation can increase, and decrease the sites´ appeal to certain visitor groups (first time hikers) in improve flow to other sites

MA MANAGERIAL IMPLICATI TIONS I

EXPERIENCED LANDSCAPES

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger

FUTU TURE RE RESEARCH

I EXPERIENCED LANDSCAPES

Questions?

5th International Adventure Conference - October 2016 - Tralee, County Kerry, Ireland | Ing. Anouk B. M. Evers, M.Sc.

• University of Stavanger