Leisure traveller perceptions of iconic coastal and fjord countryside areas: Lush naturalness or remembrance of agricultural times past?

Several iconic coastal and fjord landscapes in Northern Norway have undergone natural spontaneous regrowth of abandoned agricultural areas and pastureland. At the same time, recent public discourse has assumed that such regrowth may taint tourists’ and outdoor recreationists’ perceptions of rural areas. Consequently, this in situ multilingual study in the archipelago of Vesterålen investigated this assumption. The results revealed that tourists’ and visiting recreationists’ foremost interest was in pristine rural areas that seemed devoid of human presence or activity. At the same time, roughly half of the visitors enjoyed seeing working farms. The enquiry displays preference ambivalence about the combination of “cultural” and “natural” elements of the rural landscape. The investigation also illustrates a disparity between foreign tourists’ desire for lush deciduous vegetation and Norwegian visitors’ fondness for a more open agricultural seaside with grassland and shrubland and just a few scattered trees, as the study area had appeared some decades earlier. Moreover, some implications of land use policy are discussed.