Maori based tourism in Rotorua: Perceptions of place by domestic visitors

Ryan, Chris and Pike, Steve (2003) Maori based tourism in Rotorua: Perceptions of place by domestic visitors. Journal of Sustainable Tourism, 11 4: 307-321. doi:10.1080/09669580308667209

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Author Ryan, Chris
Pike, Steve
Title Maori based tourism in Rotorua: Perceptions of place by domestic visitors
Journal name Journal of Sustainable Tourism   Check publisher's open access policy
ISSN 0966-9582
Publication date 2003-10
Sub-type Article (original research)
DOI 10.1080/09669580308667209
Volume 11
Issue 4
Start page 307
End page 321
Total pages 15
Place of publication Clevedon, U.K.
Publisher Channel View Books/Portland Press
Language eng
Subject 1505 Marketing
1506 Tourism
150604 Tourism Marketing
Abstract This paper reports findings from a survey of 763 Auckland residents. The research examined attitudes towards the resort town of Rotorua as a short-break destination with specific reference to the role that Maori culture plays in the formation of perceptions of Rotorua. The Te Arawa Maori people have been closely associated with tourism for over 140 years and this is recognised by the domestic market. However, the Maori component of Rotorua is found not to be an attraction. Rather, tourists are drawn to other facets of the product. While this is evidence for the fact that Rotorua is a multi-use product in tourism, given the role that travel is supposed to play in bridging gaps between cultures, tourism seems to be failing in this respect. It is suggested that an emphasis upon 'traditional authenticities' aimed at certain overseas segments misses the contemporary vibrant nature of Maori music and dance performance that might in fact have a wider appeal, including the domestic tourism market.
Keyword Tourism
New Zealand
Tourism research
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Unknown

Document type: Journal Article
Sub-type: Article (original research)
Collections: Excellence in Research Australia (ERA) - Collection
UQ Business School Publications
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Created: Fri, 20 Nov 2009, 09:50:15 EST by Margaret Pereira on behalf of Faculty of Business, Economics & Law