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

RE RESEARCH BA BACKGROUND I TOURISM STATISTICS NORWAY 2015 [top 5 of 15] • Wh What t characterizes a holiday in Norway – 2015 % / Data source: Tracker Data (2014) and 2015, Innovation Norway 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger

BACKGROUND I NORWEGIAN SCENARY: PASSIVE / ACTIVE ENGAGEMENT RE RESEARCH BA Passive engagement Ac Acti tive engagement Source: http://codyapp.wpengine.netdna-cdn.com/wp- content/uploads/2012/12/medium_hiking_workout.jpg www.trolltunga-adventures.com 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger

RESEARCH CO RE CONCERNS I SPECTACULAR SCENARY: TROLLTUNGA - NORWAY YEARLY VISITORS DURING SUMMER HIKING SEASON TO TROLLTUNGA 120000 100000 100000 80000 70000 60000 40000 40000 20000 10000 0 2011 2014 2015 2016 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger

RE RESEARCH CO CONCERNS I SPECTACULAR SCENARY: TROLLTUNGA - NORWAY • 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 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger

RESEARCH CO RE CONCERNS I SPECTACULAR SCENARY: TROLLTUNGA - NORWAY • Be Beyond th the Gaz Gaze: To Towards a d a dynam amic ic p perspectiv ive ive as opposed to pa passive engagement of landscape. • Increased interest in ac activ 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 er to the experience and • forms a da dang nger • visual appeal of the site 5 th 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 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger

RE RESEARCH OV OVERVIEW I QUESTIONS ASKED AND IMPORTANCE • 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? 5 th 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 before be 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) 5 th 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) 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger

RESEARCH OV RE OVERVIEW I THEORETICAL PERSPECTIVE • Ex Exper perienc ence e of Lands ndscape pe – th theory of ´ Th The Experienced Landscape ´ : • Hull & Stewart (1999) Chettri et al. (2004) tial : Landscapes permit movement and exploration • Ac Acti tive and experienti Holistic : Multiphase measure of perception through interaction • Ho Physical: Both ac ivity and perceived vis al features of the landscape are • Ph activit visual analysed, capturing emotional outcomes and landscape features Chettri et al. (2004) 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger

RESEARCH OV RE OVERVIEW I THEORETICAL PERSPECTIVE • Th The Experienced Landscape Adjectives Su Sublime : • 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 or Su Sublime. . • Su Sublime is a landscape perception based on • neg egative e and po positive emotional outcomes • and landscape features. Adjectives include 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger

RE RESEARCH OV OVERVIEW I RE RESEAR ARCH FR FRAMEWOR ORK EX EXPER PERIEN ENCED ED LAND LANDSCAP APE Aesthetic experience EXPERIENCED LANDSCAPE Physical experience 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger

RESEARCH OV RE OVERVIEW I RESEARCH METHOD EXPERIENCED LANDSCAPE • 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: Hike overview: 10 km one way track Figure: Location of site Trolltunga 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger

RESEARCH FIN RE FINDIN INGS I OBTAINED SAMPLE Obtained sample at study site Trolltunga Ob 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%), National Geographic: #72: `Norway´s fjords will make you jump for joy` Canada (5%), United Kingdom (4%) and United States (4%) 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger

RESEARCH FIN RE FINDIN INGS I EXPERIENCED LANDSCAPE: BEFORE – DURING - AFTER • Visit Visitatio ion d driv iver: Images of Trolltunga on social media as key visitation driver Counts [n = 139] participants 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger

RE RESEARCH FIN FINDIN INGS I EXPERIENCED LANDSCAPE: BE ORE – DURING - AFTER BEFOR • Social media, Facebook and urban advertising as key pre-experience influencers 5 th International Adventure Conference - October 2016 - Tralee , County Kerry , Ireland | Ing . Anouk B . M . Evers , M . Sc . - University of Stavanger