Abstract
This paper is based upon a sample of 235 Kiwi Experience holidaymakers staying at leats one night at a lodge that provides not solely accommodation but also a range of adventure tourism activities: notably white water rafting. The nature of the site, the activities being offered, the way in which the operation is conducted - all create a specific type of experience. The study was prompted by the desire of the proprietors to better understand the visitors' requirements in order to further increase profitability. However, both the visitor's book and the usual comments of visitors elicited a restricted language, characterised by terms such as 'radical', 'its great' and 'fabulous'. This paper reports one aspect of the study, the language of the visitors, and a way in which this language was broken down into specific themes that revealed insights into the nature of the experience. It is suggested that the findings reinforce the concepts suggested by Dann (2000) derived from an analysis of promotional holiday brochures, and that difference and contrast are important components of the holiday product.
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