Representation of Indigenous Peoples in the Destination Images Of Australia and New Zealand: A Geographical Analysis of Tourism Websites

Abstract

This study analyzes the representation of indigenous peoples on tourism websites promoting Australia and New Zealand. A total of 45 Australia-focused and 48 New Zealand-focused websites from International, National, Regional, and Indigenous scale creators were analyzed. Indigenous images were characterized as Stereotypical, Official, Realistic Formal, or Realistic Casual. Indigenous-related images and images presented on homepages were analyzed. A locational analysis was performed.Indigenous tourism is a significant component of the destination images presented on tourism websites promoting Australia and New Zealand. Stereotypical images predominated. The prevalence of Realistic Formal and art/craft images corresponds with the importance of indigenous art industries to the two countries. Locations of high spatial concentrations of indigenous peoples are proportionally promoted as locations of indigenous tourism. Locations with high levels of indigenous tourism were more promoted on Australia-focused homepages. Tourism promoters utilize spatial metaphors within the destination images.