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New Zealand Tourism Research Institute Annual Report 2010 1 IMPROVING THE SUSTAINABILITY AND PROFITABILITY OF TOURISM NZTRI I Private Bag 92006 I Auckland 1142 I New Zealand I Ph (+64 9) 921 9999 ext 8890 I [email protected] I www.nztri.org 2 CONTENTS Director’s Report 4 Research Programmes 5 Project Overview 17 Externally Funded Projects 2010 - Highlights 19 Training and Capacity Building 20 International Outreach 24 NZTRI/AUT Conferences 25 Community Outreach 26 public relations 28 Staffing 38 Publications 42 3 DIRECTOR’S REPORT The New Zealand Tourism Research Institute (NZTRI) is a multi-disciplinary and multi-institutional grouping of researchers, graduate students, and industry leaders, based at AUT. The Institute was established in 1999. The objectives of NZTRI are: • To develop timely and innovative research solutions for the tourism industry and those who depend on it. The focus is on helping to develop a profitable and sustainable industry which provides tangible benefits for business, residents and visitors. • To develop tools that can assist in maximising the links between tourism and local economies, and which can also mitigate the negative impacts associated with tourism. • To obtain funding from both the private and the public sectors which can support advanced graduate study in areas of vital importance to tourism development in New Zealand and globally. NZTRI operates across scales from the local and regional through to the national and global and has over 70 members and associate members. There are currently 22 PhD students studying in or about to join the Institute and a number of MPhil students. The Institute also runs a successful international intern programme that has had more than 50 participants since its establishment in 2001. The Institute also plays an important role in developing research in the School of Hospitality and Tourism. Hospitality is a new and growing Research Programme Area in the Institute and there is considerable focus on labour force and productivity issues, workplace technology and the links between food, tourism and economic development. Tourism research is more vital to New Zealand society than it ever has been. 2010 was a very difficult year for the New Zealand tourism industry. The higher New Zealand dollar, continued uncertainty related to the Christchurch earthquake and economic difficulties in many of our source markets have led to lower margins for many tourism operators and public sector purses have tightened. In the current environment it is more critical than ever to provide robust and cost-effective national, regional, community and business scale decision support systems. It is also vital that NZTRI continue its focus on building international programmes of research. These challenges directly affected the Institute’s funding opportunities and as a result external revenue has been lower than projected. Through careful management of salary and other costs we have, nevertheless, managed to improve our overall financial (profit/loss) performance over 2009. Given the current environment the year was focused on five things: 1. Developing sustainable funding opportunities with a focus on the Auckland regional scale; 2. Developing partnerships to enhance success with large public sector bids; 3. Building cross disciplinary links at AUT to strengthen staff development and funding opportunities; 4. Developing graduate student opportunities; and 5. Exploring a greater role in revenue generating activities and community outreach through online methods. Simon Milne 4 RESEARCH PROGRAMMES The Institute’s Research Programme Areas (RPA) continued to develop. Each RPA is led by academics with strong research backgrounds in the areas concerned. The current RPAs include: Cultural and Heritage Tourism – Jane Legget supports the sustainability of museums, art galleries, historic buildings and other cultural and natural heritage enterprises. Tourism and Technology – Ulrich Speidel and Simon Milne strengthens collaborative and interdisciplinary research and development projects integrating the key themes of technology, tourism, social and economic well-being. Tourism and Community Development – John Hull and Simon Milne assists local destinations in their efforts to meet the challenges and opportunities associated with the rapid globalisation of the travel and tourism industry. Coastal and Marine Tourism - Micha Lück and Mark Orams key themes of coastal and marine tourism, the associated impacts, wildlife watching, education and interpretation, aquaria and marine parks, community development, small island tourism, the cruise industry, and related themes. Tourism Marketing – Ken Hyde applies marketing theory and marketing research techniques to an understanding of tourists and the performance of businesses across tourism, travel and hospitality industries. Indigenous Tourism – Hamish Bremner brings together people from a wide-range of backgrounds to support the development of appropriate indigenous tourism across the globe. Pacific Islands Tourism – Semisi Taumoepeau and Simon Milne strengthens collaborative and interdisciplinary research and development projects that integrate tourism development with the social, cultural, environmental and economic well- being of the people in the Pacific Islands. Event Tourism – Geoff Dickson research that adds value to industry, the professionals that work within it and the communities that they serve. hospitality research - Nigel Hemmington and Jill Poulston research that adds value to industry, the professionals that work within it and the communities that they serve. Health and Wellness Tourism – Jeff Dalley strengthens collaborative and interdisciplinary research projects that address the challenge and opportunities of the global resurgence in health and wellness related travel. Access Tourism – Sandra Rhodda aims to research and develop Access Tourism in New Zealand through an interdisciplinary approach that addresses the challenges and opportunities presented by Access Tourism. Each RPA works closely with the others and will often form multi-faceted teams to address tourism research needs. An additional strength of NZTRI is its ability to tap into the resources of academics both nationally and internationally. Each RPA is developing a range of national and international networks that place NZTRI at the forefront of global tourism research. The following cases are just some examples of the RPA work we are undertaking to enhance the performance of the tourism industry while also providing cutting edge research opportunities for graduate students and our members. 5 cultural and heritage tourism Dr Jane Legget Associate Director, NZTRI and Senior Lecturer, School of Hospitality and Tourism. 2010 has been the Year of Museums for NZTRI’s There were further opportunities to extend and culture and heritage research area – museums small strengthen NZTRI’s international networks. Jane and large. Starting with the smaller institutions, Legget again attended the American Association we undertook a governance review of Te Hikoi of Museums 2010, this time in Los Angeles, with a Southern Journey, an interesting example of a follow up session and webinar on public value. While community heritage development at Riverton in in Tasmania for the CAUTHE conference, Jane was Southland. The driving groups behind this project, invited to present her research to the Tasmanian Te Hikoi Southern Journey Limited and Riverton Museum and Art Gallery. Jane also participated in Heritage and Tourist Centre Trust, decided to the 2010 Triennial Conference of the International revisit the governance structure after Te Hikoi had Council of Museums (ICOM) in Shanghai, where been operating for three years, wisely recognising she continues to serve on the Board of ICOM’s that arrangements set in place to establish a new International Committee for Regional Museums. enterprise may need adjusting once the operational The Chinese are investing heavily in museums, issues were fully understood. Similarly, Lopdell actively using them to achieve a government goal of House Gallery in Auckland’s Titirangi is embarking “a harmonious society” as well as to attract visitors on a major building project which will change the to different corners of China and build local pride in scale and nature of its operations. NZTRI facilitated art, archaeology and history. Although the context discussion of a possible change of direction for the is quite different and often operating on a huge Committee members as they plan for their new scale, Chinese museums face the same issues as in development. New Zealand – how to operate sustainably, how to maintain and grow community support, and how to As the national museum, the Museum of New attract tourists to areas off the beaten track. Zealand Te Papa Tongarewa (Te Papa), operates at the opposite end of the scale from Te Hikoi and Lopdell House Gallery. NZTRI undertook a summative evaluation of a multi-media interactive visitor experience, Our Space. This complex investigation involved several NZTRI team members and a range of research methods – this was necessary because visitors use the many features of Our Space in very different ways. Based on this study, Te Papa is now considering options for developing further means of engaging its real and virtual visitors in the Our Space experience. Te Papa’s National Services Te Paerangi, which supports the New Zealand museum sector with training and other matters, recognises that museum leadership must evolve to meet
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