This article analyzes data derived from conversations with varying groups of residents and visitors in New Zealand with reference to Auckland as a visitor destination. What emerges is a complex, hierarchical pattern of imagery of place, and it is suggested that underlying dimensions are two continua, friendly versus tense/frustrating/threatening and exciting versus relaxing. It is suggested that cognition is a factor influencing image complexity and affective response; hence, images may be both specific to place and characteristics of respondents. This article discusses a number of issues, including the role of visitor familiarity with a site, the modes of analysis used in such studies as these, and the nature of the image construct.
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