Fire has long been used as a tool to remove pests and disease, regenerate land, and remove unwanted vegetation buildup. Although traditionally used as a widespread land management tool in the past, its continued use could be under threat due to public perceptions pertaining to risks from burns getting out of control, as well as the impacts of smoke pollution and ecological damage. To determine the attitudes of rural practitioners and residents toward use of fire as a land management tool, this paper reports the results, analysis, and interpretation to a survey question: “Do you feel fire is a good option for managing rural land?”, along with an analysis of key attitudes toward the use of fire as a land management tool. The survey was undertaken with 696 respondents consisting of (rural land managers, rural populace, and rural fire personnel) within New Zealand. The survey identified differing perceptions about the suitability of prescribed fire use by land-based sectors. Five constructs explained the attitudes toward use of fire as a land management tool: benefits of fire use, the tradition of fire as a tool, regulations and liabilities, smoke impacts from fire, and the risks from knowledge loss and changing land use. Results showed that a person's high agreement with the construct concerning negative smoke impacts resulted in less agreement that fire was a good option for use in rural land management in New Zealand. Main demographics influencing a positive attitude toward the use of fire included gender (male), their current use of fire, and larger land area managed. For prescribed fire to continue to be a useful tool, an improved understanding of current management practices and clear guidelines around best practice in using fire in New Zealand to manage land are required, with particular emphasis on limiting smoke impacts.