Disaster tourism in Christchurch's worst-hit eastern suburbs has been slammed by residents as totally insensitive and exploitative, according to new research.
The Otago University marketing department study examined reactions to the CBD red zone bus tours that followed the deadly February 22, 2011 earthquake.
Interviews with about 50 residents revealed most were accommodating about the central city tours.
However, lead researcher Dr Shelagh Ferguson said residents were far less happy about the possibility of tours of residential areas to view destroyed homes in the eastern suburbs.
"At the time of the study in 2012 this possibility was seen as being totally insensitive and exploiting the suffering of Christchurch people."
The research also revealed that focusing on the deaths of 185 people in the earthquake, or dwelling on personal stories of loss, was unacceptable.
Taking videos and photographs of the sites of mass fatalities, like the CTV building, was also seen as inappropriate by many.
"That said, there was an acceptance that sites involving high fatalities, like the CTV building, are of significant interest and that visiting these places is valid so long as any tour information is conveyed in a general sense and does not get into personal details."
Dr Ferguson said the results waned against sensationalising the impact of the disaster, particularly on peoples' personal lives, and making sure staff presented information as objectively and authentically as possible.
She said the research was probably the first of its kind to be carried out with residents of a badly damaged city.
The aim was to find out residents' reactions to disaster tourism generally, and to determine the right balance between the many tensions that exist in any area after a destructive event of significant magnitude.
Dr Ferguson said the research would allow tourism operators in similar disasters to provide appropriate tours for visitors, without offending local residents and being accused of insensitive "rubbernecking" in a disaster zone.
The results also suggested disaster tourism could be used to raise money for recovery efforts, with a certain percentage of the tour price going towards reconstruction or redevelopment of public facilities.
The study was published in the Journal of Research for Consumers.
