![]() ![]() My analysis arises from participantobservation fieldwork, interviews, and surveys in a number of public tourism and wine contexts in Martinborough and elsewhere. I explore the collusive framing of Martinborough as a metrorural idyll dedicated to urbane and leisured consumption, and how within this performative setting tourists attempted to reconcile their middle class distinction (general and hierarchical) with their simultaneous pursuit of a reflexive praiseworthy self (Howland 2004). ![]() My thesis therefore examines the tourists’ performative displays and public narratives of social distinction and ideal reflexive individuality. ![]() Attracted by the prospect of a rural idyll experience and conspicuous opportunities for urbane consumption, Martinborough’s wine tourists also typically desired highly idealised and personalised holiday experiences. Martinborough, a small rural settlement renowned for its Pinot Noir wines, is a popular holiday destination for many of the new middle class resident in nearby Wellington, New Zealand’s capital city. ![]()
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