Many New Zealanders don't see Fiji as their dream travel destination.
That's according to a new study commissioned by Tourism Fiji.
Tourism is one of the country's most important industries, but it has suffered a lot following the 2006 coup.
The study found many New Zealanders perceive Fiji as a relaxing destination, but with not much else to do.
It also found concerns about food and pricing, while some consider Fiji as being overrated.
The political situation is also seen as a deterrent.
The Fiji Tourism chief executive officer, Josefa Tuamoto, says the data highlights issues of concern that need to be addressed.
"It's a good place to start, it's a good product audit, there are certain things that we were on the fringe not knowing whether it's the right or wrong thing. Now they've confirmed it and so we're now going to work with all our industry partners to correct that."
Josefa Tuamoto says there are some areas that'll take priority over others.