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 the changing operating environment. NZTRI undertook a study involving senior museum professionals The NZTRI Research Team at Our Space, Te Papa to understand the requirements for museum leadership training and guide national discussions on future training strategies. The museum sector is committed to developing staff training at all levels, and Jane Legget was asked to join the Museums Training Council, the sector’s advisory body within the Aviation, Travel and Tourism Training Organisation (ATTTO) which manages various museum sector qualifications.
6 Tourism and Technology
0Dr Ulrich Speidel Associate Director, NZTRI and Senior Lecturer in Computer Science, University of Auckland.
carolyn Deuchar Senior Research Officer, NZTRI.
Using ICT to enhance the regional and local benefits Tourism has also proven to be a powerful tool to of tourism: engage people with information technology and advance digital inclusion in small towns and regions. • Tourism is about getting local. Unfortunately This work was funded by local and national sources, the interactive traveller often finds it difficult to including the NZ Department of Internal Affairs interact with community and locality. (NZ Digital Strategy) and will continue in 2011 by developing the current ‘heritage trail’ and podcast • The benefits and costs of tourism are felt most development by locals. acutely at the local/community scale.
• Community and a ‘sense of place’ are vital to the visitor experience.
• We must find ways to enhance the ‘interactivity’ of communities and look to provide local stakeholders with information that can be used to enhance tourism industry performance and sustainability.
• ICT plays a critical role in this.
NZTRI has a long track record of research into the interface between tourism and regional/ community development both overseas and in New Zealand. In New Zealand we have received funding to support this area of work from FRST, DoC, MFish, Department of Labour, Department of Internal Affairs (NZ Digital Strategy, Community Partnership Fund), regional tourism organisations, local government /Councils, and other public agencies.
Some examples of NZTRI current engagement:
Hawkes Bay: online visitor survey/barometer and industry/public workshops – externally funded by Venture Hawkes Bay.
Puhoi to Pakiri: online visitor, business and community barometers: The development of a regional tourism strategy, and enhanced networking between stakeholders. Funded by local businesses and Council, this research lays the ground work Screenshot of Puhoi to Pakiri Research Programme website for web-raising approaches to be developed in 2011/2012.
Western Southland: ongoing development of a community built website to promote the region which also provides a useful community resource. Web-raising techniques have been used to engage business and the broader community in tourism.
7 Tourism and Community Development
Dr John Hull Associate Director, NZTRI and Senior Lecturer, School of Hospitality and Tourism.
Dr Simon Milne Director, NZTRI and Associate Head of School (Research), School of Hospitality and Tourism.
In 2010, NZTRI’s Tourism and Community In addition, a study of local cuisine in the Harz Development Programme has been working Region of Germany, in collaboration with NZTRI in New Zealand as well as overseas to develop partner, Hochschule Harz, found that over 50% of more sustainable tourism strategies as part visitors indicated that local foods are an integral of a collaborative team approach with local part of the regional tourist experience. Finally, stakeholders. a comparative study between NZTRI and THR International Tourism Consultants examining In New Zealand two major projects, in partnership creative tourism in Newfoundland, Canada and with Venture Hawkes Bay and Rodney District on Pasman Island, Croatia, assisted in identifying Council coordinated by Director Simon Milne, are the challenges of creative tourism development in using online surveys to collect data on visitors, island destinations. This paper was presented at and local tourism and business stakeholders in the International Conference on Creative Tourism an effort to inform strategic tourism planning in Barcelona. efforts. In addition, the results of an online visitor survey for the Nelson/Marlborough Region of the In looking back on 2010, it is clear that there South Island was completed as part of the Marine are many unique challenges facing communities Farming Association’s planning of an Aquaculture developing tourism. NZTRI’s work over the past and Seafood Trail for the region. year has required a flexible, collaborative approach that acknowledges the importance of partnership and the use of innovative online research strategies as part of the planning process. The variety of projects also reinforces that the implementation and outcomes of community-based tourism are different just as communities are different.
NZTRI researchers at the Kowhai Festival, Warkworth
Overseas, research was conducted in Europe and North America to support and assist communities in destination development efforts focused on specific strategies linked to the cruise industry, aboriginal tourism, culinary tourism and creative tourism. Research published on the polar cruise industry assisted Arctic communities in their port readiness planning while the development of a training and mentoring programme for the Blackfoot First Nation Historical Park provided the Canadian Badlands, Canada with data to support a new five year plan aimed at the identification of iconic touring opportunities linked to their aboriginal heritage.
8 Marine Tourism
Dr Michael Lück Associate Director, NZTRI and Associate Professor, School of Hospitality and Tourism.
Dr mark orams Associate Director, NZTRI and Professor, School of Hospitality and Tourism.
2010 was a productive year for the CMT Research Tourism and Hospitality Research Conference 2010. Programme Area. Two new PhD students joined Marko and Jonathon Spring also presented papers NZTRI with a marine tourism focus to their research. at the 2010 National Association for Interpretation Mirza Pedju from Indonesia began his work on International Conference in Townsville, Australia. his PhD which will examine the potential role of marine tourism in marine protected areas in Bali, Both NZTRI Associate Directors Micha Lück and Indonesia. Brooke Porter from the USA began work Mark Orams serve on the international advisory on her PhD which will examine the incorporation board for the World Congress on Coastal and of marine tourism into fishing cooperatives in the Marine Tourism and worked with colleagues on the developing world. Other PhD students within the board to secure The Netherlands as the host for the RPA continued to progress through their projects. next congress which will be held in 2012. Rob Altobelli returned to Canada to complete writing his thesis on research into shark dive Research continued to develop in the South Pacific tourism in Fiji. Jonathon Spring completed field- with Dr Orams working on an internally funded work in Maui, Hawaii and commenced the second project that looks into the socio-economic impacts component of his exploration of the ‘teachable of whale watching tourism in Vava’u, Kingdom of moment’ in guided wildlife tours at Tiritiri Matangi Tonga. Island. Emmanuelle Martinez (Massey University) completed and submitted her thesis which examined the impacts of tourism activities on Hector’s dolphins in Akaroa Harbour. The results of this work were presented to the Department of Conservation and to dolphin tour operators in Akaroa in December. Master of Philosophy student Sharon Race conducted her fieldwork examining the characteristics and experiences of visitors to Goat Island Marine Reserve.
Many of these students presented aspects of their research at the New Zealand Tourism and Hospitality Research Conference (NZTHRC) which was jointly hosted by NZTRI and the School of Hospitality and Mark Orams and Nick Towner present ‘surf tourism’ Tourism in November 2010 and it was pleasing that at NZTHRC Coastal and Marine Tourism was a strong theme during this conference. Emmanuelle Martinez’s presentation and paper was selected as the best student paper at the conference. In addition, the International Competence Network for Tourism conference was also hosted by AUT in 2010 and NZTRI coastal and marine tourism research was strongly represented at this conference.
A number of significant publications in the CMT area were completed and published during 2010 including two new edited books on Polar Tourism (Micha Lück is one of the editors and chapter authors for both books and Simon Milne, Mark Orams and John Hull all authored or co-authored chapters in the works). Both Micha and Marko served as editors for the Proceedings of the New Zealand
9 tourism marketing
Dr Kenneth F. Hyde Associate Director, NZTRI and Senior Lecturer in Marketing at AUT University’s Business School.
The inaugural Backpacker Industry Conference The RPA also maintained its important links with the hosted by NZTRI in 2009, resulted in the formation of work of Professor Arch Woodside (Carroll School of the New Zealand Backpacker, Youth and Adventure Management, Boston College) who has collaborated Tourism Association (BYATA). NZTRI continued its with Ken Hyde on numerous publications in recent involvement in BYATA in 2010. A follow-up to the years – including an edited volume on tourism 2009 conference was convened by BYATA, the research methods which involves a number of 2010 Backpacker Conference, held in Rotorua in NZTRI graduate students and staff and is scheduled September. Professor Simon Milne was an invited for publication in 2011. guest speaker at the conference, and spoke about the impact of ICT on the marketing of the tourism The RPA continued to support and supervise a industry. number of postgraduate research students in tourism and hospitality (both from within and In October 2010, Ken Hyde took a sabbatical trip outside NZTRI). Ken Hyde has worked closely to Canakkale Onsekiz Mart University in Turkey with Pascal Languillon and a doctoral thesis that to continue his research on Australians and New will look at the green consumption behaviour of Zealanders visiting the Gallipoli battlefields. He also wealthy tourists – with a focus on the decision visited the battlefields of Flanders and Waterloo made to visit a green resort in Vietnam. This is a in Belgium for data gathering. Ken spent a week neglected area of research and opens up important at the University of Namur in Belgium, working debates around just what criteria and marketing with Professor Alain Decrop. Ken continued to be strategies influence the ‘green traveller’. Ken was involved in ongoing research around the Gallipoli also supervisor for two other doctoral students in Day commemorations in Turkey. He is working with tourism – Kim Werner and Amira Fathimath. Turkish colleagues to explore visitor motivations and behaviour. The research has important implications Ken Hyde has also been very much engaged with for New Zealand with many overseas battle-sites assisting other NZTRI postgraduate students. He and commemorative activities. worked with Rob Altobelli, Evangeline Singh, and Sharon Race in developing tourism marketing and Ken Hyde and Assoc. Prof. John Hall (Deakin research methodologies that underpin their thesis University, Australia) gave a joint lecture on 21 April research. 2010 at the Auckland War Memorial Museum. Both have conducted research on Anzac visitors to the Ken was also on the organising committee for the Gallipoli battlefields and shared their interesting New Zealand Tourism and Hospitality Research results with the audience. A number of embassy Conference held November 2010 at AUT. and army dignitaries also attended this event.
Ken Hyde and student interviewer team in Turkey
10 Indigenous Tourism
Dr Hamish Bremner Associate Director, NZTRI and Senior Lecturer, School of Hospitality and Tourism.
The year 2010, for the Indigenous Research an excellent opportunity to acknowledge the work Programme Area, is best summed up by the Māori that students undertake, the achievements they proverb: have made and the support they have been given.
Ko te manu kai i te miro nōna te ngahere, These students are the researchers of tomorrow Engari, ko te manu kai i te mātauranga nōna te Ao and as suggested at the beginning of this piece, ‘the bird that eats knowledge owns the world’. The bird that eats the miro berry owns the forest, However, the bird that eats knowledge owns the world.
The reason for this was a chance meeting in Europe while attending a history conference. Australian aboriginal academics specialising in tourism are a rare breed on the planet so it was with complete surprise to bump into Professor Foley in Amsterdam while at the 21st International Congress of Historical Sciences in August. Of more surprise was to find that he was presenting a paper on Māori art and tourism history. When asked why, he intimated that his paper on Aboriginal art was rejected so, using the same theoretical construct, he swapped Aboriginal for Māori and the paper was accepted.
Although this could be used to draw attention to the commonality of indigenous historical experience something he said over lunch Celebrating Māori and Pasifika success function at AUT highlighted the vast differences. After listening to my complaints regarding the small number of Māori graduates he commented that AUT, in even given year, graduates more Māori students than all of the Australian Universities combined graduate Aboriginal students. This startling revelation made me reflect on our role as educators and our need to be understanding of the colonial experience on indigenous peoples and how this relates to tertiary education. The indigenous RPA is in a fortunate position to be closely linked with the School of Hospitality and Tourism where we can identify and nurture indigenous students to consider post-graduate study and then provide a suitable environment for them to develop to their potential.
This encouragement is, of course, a collaborative affair and acknowledging the role that family, friends, communities and other University departments such as Te Ara Poutama play is important. The ‘Celebrating Māori and Pasifika Success’ function held in June 2010 at AUT is an initiative that exemplifies the encouragement provided to instil pride in academic success. This is
11 Pacific Islands Tourism
Dr Semisi Taumoepeau Associate Director, NZTRI and Head of AIS St Helens’ Arts, Hospitality and Tourism Management Programmes.
Dr Simon Milne Director, NZTRI and Associate Head of School (Research), School of Hospitality and Tourism.
Tonga Tourism Sector National Forum, 10th-11th Semisi assisted a World Bank team (McGregor & Co., June 2010, Nuku’alofa, Tonga Auckland, NZ) in Tonga in completing an Inception NZTRI Associate Director, Semisi Taumoepeau, was report for the Tongan Government and the World invited to address this forum by NZAID as part of a Bank. larger project to formulate an Action Plan for the Tonga Tourism Sector for the next ten years. Semisi Simon Milne completed tourism and business presented an hour long lecture on ‘Lessons that environment components of UNDP Diagnostic Tonga could learn from the NZ Tourism experience’. Trade Integration Studies for Kiribati and Tuvalu. The workshop was attended by approximately 120 Simon participated with two international teams tourism stakeholders from Tonga and from the region. to discuss the potential for tourism to develop Semisi (funded by NZAID) also assisted the team (led more sustainable economic outcomes for local by consultant Ross Hopkins of TRIP Consultancy) populations. in Tonga in writing up a draft for the Tonga Tourism Sector Action Plan for the next ten years. NZTRI member, Robert Oliver, spent time travelling the Pacific Islands and in early May launched his book Me’a Kai: The Food and Flavours of the South Pacific at Piko and Four Season’s restaurants in the School of Hospitality and Tourism at AUT – an event filled with Pasifika food, music, singing and dancing. PITIC NZ invited Tourism offices Fiji, Cook Islands, Tahiti, Samoa and Vanuatu to this event to promote their islands and asked Auckland importers of Pacific island fresh produce and products to exhibit alongside. The book also won the Best Cookbook in the World for 2010 at the Gourmand World Cookbook Awards.
Source: Henry Genthe The Tourism industry in Tonga has been identified by the Government and other stakeholders as a key economic sector, with substantial potential for growth in investment and employment. Whilst the sector has been showing signs of growth, tourism still remains relatively undeveloped in Tonga compared to many other countries. Some significant constraints exist in developing tourism and due to these constraints need to be addressed in a more coordinated and strategic manner if tourism is to develop to its’ full potential. It is anticipated that Robert Oliver with his winning cookbook there will be future research/consultancy projects opportunities available for NZTRI in the coming years on this major NZ Aid tourism project to Tonga with an estimated amount of NZ$6 million over a four year period.
12 Events
Dr Geoff Dickson Associate Director, NZTRI and Associate Dean Research, Faculty of Health and Environmental Sciences.
The Events Research Programme Area continues its Geoff co-edited an events textbook with colleagues involvement with externally funded research and from the University of Wolverhampton. He postgraduate supervision. authored or co-authored four chapters including chapters on event networks and supply chains and The Events RPA has continued its history of another on event legacies. His ongoing research funding from SPARC (Sport and Recreation New that seeks to explain the under-utilisation of Zealand). SPARC funded a project to explore the ambush marketing legislation was presented at contribution of event training and event experience the Sport Management Association of Australia to long-term volunteerism. Data were collected and New Zealand conference. With his colleague throughout 2010 and early 2011. The project will Dr Sean Phelps, he guest edited a special issue of be completed in May 2011. The RPA collaborated the International Journal of Sport Marketing and successfully with Dr Karen Smith from Victoria Sponsorship that focussed on non-elite sporting University (Wellington) in an application to SPARC events. to investigate the experiences and legacies of the 2011 Rugby World Cup Volunteer Programme. This As part of broader work on a UNDP funded longitudinal study will be conducted throughout Diagnostic Trade Integration Study, Simon Milne 2011 and 2012. spent time in 2010 reviewing Tuvalu’s first King Tide Festival. The event was held in Funafuti during Tanu Jayaswal (Event induced tourism), and six days in late February, during a time when the Catherine Crofts (Mass participation events highest annual tides occur around the atoll. While and sustained physical activity increases) both designed to showcase Tuvaluan traditions and graduated from the Master of Philosophy culture, a key goal of the Festival is also to raise programme. Catherine graduated with first class public awareness of the impacts of climate change honours. Katharine Hoskyn’s Master of Philosophy and their severe consequences for the island thesis (Major sports events and their ability to nation. The development is also regarded as an benefit local sports clubs) is near completion. At opportunity to attract environmentally-conscious, the doctoral level, Chloe Lau (The role of migrants high yield visitors. Simon’s work has highlighted in the host community as mega sporting event the value of this climate change related activity in stakeholders) and Kim Werner (Mega-events raising the profile of Tuvalu as a ‘canary at the coal and the development of collaborative capacity face’ of global climate change. between and amongst destination management organisations) represent our commitment to facilitating and conducting research related to the 2011 Rugby World Cup.
Volunteers at the 2010 Rogaining World Championships, Hurunui District 13 Hospitality Research
Dr nigel hemmington Associate Director, NZTRI and Pro Vice- Chancellor and Dean of the Faculty of Applied Humanities, AUT University.
Dr Jill Poulston Associate Director, NZTRI and Head of Department (Hospitality), and Senior Lecturer, School of Hospitality and Tourism.
Nigel Hemmington’s research and consultancy A paper on rapes and assaults on cruise ships interests are in the areas of consumer experiences, authored by Prof Ross Klein (St John’s, Canada) professional development and learning and and Jill Poulston was accepted for publication in consumer behaviour in hospitality and tourism. 2011, and examines reasons for the high incidence Professor Hemmington is currently interested in of assaults on cruise ships (nearly double those the development of the concept of hospitable on land). A study of sexual harassment in three tourism within the context of the consumer service industries is planned for next year, to experience and the experience economy, arguing determine why harassment levels change according that commercial hospitality should consider the to workplace. Jill was an invited keynote speaker industry from the perspective of behaviour and at the Sexual Harassment in the Workplace Forum guest experiences. Nigel is working with several 2010 in Sydney in December 2010. PhD students undertaking research in this area, including studies of the guest experience in luxury A research paper on motivations for serving organic hotels, visitor experiences at tourist destinations, menu items was accepted for publication in 2010, and a student at the Institute Paul Bocuse, Lyon, and another study is planned for 2011. Organic who is researching the guest experience in luxury food and sustainability are of particular interest to hotel restaurants. He is also working with industry New Zealand, which has promoted itself as clean, organisations, including Air Rarotonga and SkyCity, green and pure, yet participants confirmed media helping them to manage guest experiences through reports of problems with organic food supply. product design and staff interaction. The School of Hospitality and Tourism continues to Nigel delivered the keynote presentation, ‘Lots work closely with the Hospitality RPA to develop of little surprises – the Hospitable Tourism and support graduate students, and undertake Experiences Model’, at the Visit Cook Islands Forum its own research. Dr Peter Kim was appointed to in November 2010. the hospitality department in late 2010, adding to NZTRI’s expertise in quantitative research methods. Work on the age study between Jill Poulston and UK Peter’s recent publications include a variety collaborator Dr Andrew Jenkins continues, and it is of topics such as psychological empowerment, expected that the first papers will be published in employee turnover, work family conflict, career 2011. While age discrimination is a major concern decisions, and customer responses to foreign in New Zealand hotels, data showed that ageism is language restaurant signs. considerably more pronounced in the UK. As the results of this study become public, NZTRI expects further studies to develop, across a wider range of hospitality and tourism operators.
Data collection for the feng shui and design study is now complete, and a paper submitted for peer review. This study found sufficient association between hotel manager’s reflections on success and the feng shui of their hotels to warrant further research. While feng shui is likely to be guiding design principle in Hong Kong and Singapore hotels, Auckland participants were not consciously following its principles, although feng shui features such as lions at the entrance of hotels were evident. Hospitality students serve up a conference lunch at AUT’s Four Seasons restaurant
14 health and wellness tourism
jeff dalley Associate Director, NZTRI. Jeff runs his own tourism research and consultancy business and is on the boards of three District Tourism Organisations.
The focus of NZTRI’s Health and Wellness Tourism particular interest to the government agencies and research programme area in 2010 has been largely communities involved. on tourism associated with small towns. As part of expanding academic interest and The health and wellness tourism sector’s research in the sector, the Health and Wellness unprecedented growth is being driven by travellers RPA was closely involved in the development of in search of a sense of ‘community’, and a desire to the first Wellness Tourism undergraduate paper to downshift and return to more healthy and balanced be offered in New Zealand at AUT University. The lifestyles. These slow tourists avoid tourism RPA was also actively engaged in wellness tourism hot spots, preferring extended stays in quieter related projects in the private and public sector that towns and villages. This represents a significant are focused on broadening and strengthening the opportunity for small towns, which are often seen health and wellness tourism sector in New Zealand. as embodying the best traditions and values of a healthier past. However, a common challenge John Hull and Maria Hyde-Smith continued to for these small rural communities is developing develop links with the Bali spa industry with the aim sustainable local attractions that will give visitors to develop research in 2011. The proposed work a reason to slow down and stay a while. Research will assist the Bali Spa & Wellness Association in undertaken by the Health and Wellness RPA in 2010 getting a better understanding of the spa industry focussed on two such attractions based on local in Bali and in updating benchmark information. food and cycling.
The RPA undertook visitor research at the Hokitika Wildfoods Festival for the Westland District Council. Over its 21 years of operation, the Festival has become a major contributor to the economic, social and cultural prosperity of Hokitika and the wider Westland District. The primary aim of this project was to develop an in-depth understanding of the perceptions, motivations and behaviours of visitors to the Festival, to help inform a major review of the Festival intended to ensure its continued relevance and competitiveness.
In 2010, the RPA commenced the second year of a three-year longitudinal study for the New Zealand Department of Conservation. The primary aim of this project is to monitor the response of the public and local community to the recreational and commercial opportunities presented by the 2009 St James cycle trail ride purchase of the 78,000 hectare St James Station by the New Zealand Government. Previously closed to the public, significant investment by DoC is intended to grow visitation to this remote area. Much of this investment relates to the New Zealand Cycle Trails/Nga Haerenga project. The St James Cycle Trail is the first of the NZCT trails to be completed, and as such the response of visitors to this new recreational opportunity is of
15 access tourism
Dr sandra rhodda Associate Director, NZTRI, Director of Access Tourism New Zealand and co-founder of the Advocacy Group for Access Tourism.
Sandra Rhodda joined The New Zealand Tourism A major milestone in Access Tourism in New Research Institute at AUT in March 2010. Prior Zealand occurred when NZTRI held the first New to that she was Research Manager at Tai Poutini Zealand Access Tourism Conference in October. The Polytechnic in Greymouth on the West Coast of the conference was opened by the Honourable Tariana South Island. She has a PhD from The University Turia, Minister for Disabilities Issues and co-leader of Canterbury, Christchurch (New Zealand). Her of the Maori Party. The audience heard the research interests include Access Tourism and the Minister describe what Access Tourism is, and how related areas of health and wellness tourism. She is this was the fastest growing sector overseas. She also interested in ecotourism, sustainable tourism, pointed out that this is an economically important and art and cultural tourism. market that is neglected in New Zealand. Speakers (both from New Zealand and overseas) covered a In 2010, the Access Tourism Research Programme range of topics, while delegates included over 80 Area was set up. The Access Tourism programme people from DoC, councils, RTOs, travel companies, aims to research and develop Access Tourism in the AA, individual tourism operators, tourism New Zealand. Access Tourism is tourism, travel, and operator membership organisations, industry hospitality for people with permanent or temporary training organisations, academics, and a variety of disabilities, seniors, parents with strollers, and any NGOs. Conference feedback indicated that most person with a need for improved access. This is delegates were ‘very satisfied’ with the conference an interdisciplinary research area that addresses content (91%), speakers and presentations (85%), the challenges and opportunities presented by accessibility (91%), and the overall experience (90%). Access Tourism. Access Tourists already represents Delegates said the most beneficial aspects of the a sizeable proportion of our tourism markets. Conference were awareness raising, information Between 17 and 20% of the population in our gathering, and networking. There was a unanimous main markets already report a disability, and this call to hold the conference again. The Conference percentage is bound to grow because the large Baby received publicity in a variety of media outlets. Boomer cohort is ageing and disability increases with age. Those aged 45 or older already comprise Another achievement for the Access Tourism RPA almost half of our domestic and international was the production of an Accessible Business Toolkit visitors (and over 70% of our cruise ship visitors). for Auckland Council. The Toolkit is to be used as part of the preparations leading up to RWC2011, and will eventually sit on an external website (www. beaccessible.org.nz). The work was commissioned by Minnie Baragwanath (Auckland Council and founder of the Be.Institute) as part of the business readiness programme for Rugby World Cup 2011. NZTRI was responsible for content development for this online Toolkit. During the year, NZTRI continued to work alongside the Be.Accessible Institute and attended various gatherings to support planning for their forward strategy. Initiatives were also developed with the National Foundation for the Deaf for work to be conducted in 2011. At the end of the year, NZTRI successfully submitted a research Simon Milne presents the Hon Tariana Turia with a koha at the Access Tourism Conference proposal to NFD related to the tourism needs of the hearing impaired.
16 PROJECT OVERVIEW
Project Title Funder/Client Time Period Status
Museum of New Zealand November 2009 Our Space Summative Evaluation Te Papa Tongarewa – September Completed 2010
Leadership Training for museum sector National Services Te March – June Completed Paerangi 2010
Cape Race Development Strategy John S. Hull Associates, 2009 - 2010 Completed Inc
Industry Cooperation in the Marketing Ken Hyde and Sushma of New Zealand as a Tourism Bhat Internal Research 2010 Completed Destination Grant
Online Travel Review Luiz Mendes Filho Oct 2010 – Feb Completed Internal Research Grant 2011
2009 Lake Taupo Cycle Challenge www.eventscapital.co.nz May 2009 – Completed Economic Impact Study January 2010
BBH Survey Data BBH NZ Ltd February – June Completed 2010
Riverton Government Assessment National Services Te August – October Completed Paerangi 2010
Lopdell House Workshop National Services Te September 2010 Completed Paerangi
Customer Service Survey Additional ATTTO April 2010 Completed Analysis
Blackfoot Crossing Training Programme John S. Hull Associates, 2010 Completed Inc
Destination Top of the South Aquaculture and Marlborough, Nelson Seafood Trail Tasman Tourism and 2008 - 2010 Completed the Marine Farming Association
Hawke’s Bay Visitor Strategy Research Venture Hawke’s Bay March 2010 – In progress April 2011
Rodney District Council Puhoi to Pakiri Visitor Strategy Research & Matakana Area April 2010 – In progress Programme Tourism Project Steering March 2011 Committee
SPARC – events and volunteers SPARC 2010-2011 In progress
SPARC – risk management in the SPARC 2010 In progress outdoors
17 Access Toolkit Auckland City Council 2010 In progress
Trends and changes in whale-watching Mark Orams Internal 2009-2010 In progress in Vava'u Tonga Research Grant
Niue Visitor Departure Survey Government of Niue March 2008 - Ongoing
Western Southland Western Southland Community Building Promotions Association December 2004 - Ongoing Website Inc / Community Partnership Fund
18 EXTERNALLY FUNDED PROJECTS 2010 - HIGHLIGHTS
Puhoi to Pakiri Visitor Strategy Research Programme In July 2010, Rodney District Council (RDC) and tourism stakeholders in the Puhoi to Pakiri area of New Zealand commissioned NZTRI to develop a five-year strategic tourism development plan. NZTRI is working in close liaison with local stakeholders and Auckland Tourism Events and Economic Development (ATEED)/Auckland Council to engage a variety of stakeholders with the research programme. Data collection began in August with online visitor, community and business surveys scheduled to run through the high season, ending just after Easter, 2011. The focus of the visitor strategy research programme is on enhancing visitor yield, increasing the profitability and sustainability of the tourism industry, increasing collaboration between stakeholders, and on engaging stakeholders in developing destination potential. The research programme is guided and coordinated by a local Steering Committee of nine members comprising a range of sectoral and local interests within the region. NZTRI has had a strong representation at monthly meetings of the Steering Committee and is using research activities and processes to nurture a strong and relatively cohesive grouping. This is an integral part of the research - designed to strengthen coordination and collaboration among businesses, public agencies and community in the region. Hawke’s Bay Visitor Strategy Research This project, commissioned by Venture Hawke’s Bay (now Tourism Hawke’s Bay), is to develop an ongoing visitor research ‘barometer’ to support the development of a visitor strategy for the Hawke’s Bay region. Venture Hawke’s Bay is interested in gathering information on how visitors source pre-visit information, what products/ experiences they partake in during their visit and why, visitor spend, overall visitor experience and what is driving levels of satisfaction/dissatisfaction along with feedback on new products/experiences for the region. An online visitor survey was developed in collaboration with Venture Hawke’s Bay and the survey went online in August 2010. The survey is to run right through the 2010/2011 summer season before final results will be analysed and reported. Venture Hawke’s Bay are right behind this research and are working with local businesses to promote the survey to visitors. NZTRI has also made two promotional trips to Hawke’s Bay with the aim of creating awareness around the survey. On the most recent visit, local tourism operators wearing AUT branded t-shirts joined NZTRI at various local events with the aim of driving visitors to the survey website. Simon Milne presented low season findings from the survey at a local meeting in early December 2010. Te Papa - Summative Evaluation of Our Space A study to investigate to what extent Our Space meets Te Papa’s objectives for the exhibition. This research investigates how individuals and groups negotiate and interact with Our Space, the technological features on-site and in the associated website. This research involved focus groups, exit interviews, onsite and video observations, visual content analysis and website analytics. The report provided Te Papa with key findings on 5 learning outcomes and a set of high-level recommendations designed to assist Te Papa to optimise the potential of this innovative visitor experience. On November 1, Jane Legget and Carolyn Deuchar presented the findings from the ‘Our Space Summative Evaluation’ to key staff at the Museum of New Zealand Te Papa Tongarewa. The final report and presentation were received with positive comments from Te Papa and regarded as setting the benchmark for summative evaluations in the New Zealand Museum sector. SPARC Research Grants NZTRI has been awarded research grants from SPARC in the past (2006/2008), and in the 2009 funding round two proposals were also accepted: Events and Volunteers (led by Associate Director Geoff Dickson) and Influence of Perceived Risk on Participation in Outdoor Recreation (led by Associate Director Mark Orams). The Events and Volunteers project involves research at four high profile sporting events in New Zealand. Two events and associated research have taken place during 2010, and the final two events will take place in early 2011 with the project to be completed mid-2011. The other project on Risk in the Outdoors was completed in December 2010 with a report to SPARC. NZTRI also submitted three EOIs to SPARC’s 2010 round of research grants – two of these led by Geoff Dickson and involving research around major events and national pride and a bibliography/ research review of the NZ sport and recreation sector, and one led by NZTRI Associate Director, Sandra Rhodda focusing on accessibility issues. Of these three EOIs, one was successful: the project ‘Experiences and Legacies of the Rugby World Cup 2011 Volunteer Programme’. This project will be conducted as a partnership between NZTRI and Victoria University of Wellington during 2011 and 2012. Access Tourism The new Access Tourism research programme area (established 2010) provided a point of difference for NZTRI as an Auckland-based research organisation and quickly attracted external research funding. Auckland Council commissioned NZTRI to research and develop content for an Accessible Business Toolkit for Rugby World Cup
19 2011 to give tips, tools and ideas to business owner/operators on how they could be more accessible to a broader range of customers including the elderly, the physically or mentally impaired, those with permanent or temporary restricted mobility, parents with strollers etc. The Toolkit is primarily to be uploaded on the Auckland City Council website and used by businesses to improve access for people with disabilities. This initiative is part of Council’s preparations leading up to RWC2011.
Another revenue generating activity was the inaugural Access Tourism New Zealand Conference, in October 2010 at AUT University. Attendees included The Honourable Tariana Turia, Minister for Disabilities Issues and co-leader of the Maori Party, representatives from DOC, councils, RTOs, travel companies, the AA, individual tourism operators, tourism operator membership organisations, ATTTO, academics, and a variety of NGOs. Delegates said the most beneficial aspects of the Conference were awareness raising, information gathering, and networking. The Conference received publicity in a variety of media outlets generating both marketing/PR value and external income.
TRAINING AND CAPACITY BUILDING
graduate students
2010 again represented a good year for NZTRI in terms of postgraduate students with 19 PhD students and three MPhil students. NZTRI welcomed three research students to NZTRI under Mark Orams’ supervision: Mirza Pedju (PhD); Mark Jones (MPhil) and Sharon Race (MPhil). Chloe Lau, Pascal Languillon, Amira Fathimath and Guillaume Tiberghien commenced their PhD studies with Simon Milne. Pascal is also working part-time for the web team and he has previously in 2002 undertaken an internship with NZTRI. Maria Hyde-Smith commenced an MPhil with Geoff Dickson.
Current PhD students include Evangeline Singh, who in September submitted her thesis for examination. Senior Research Officer and PhD Candidate, Carolyn Deuchar, made good progress with her PhD thesis during her VC Doctoral Scholarship leave. Rob Altobelli returned to Canada to complete final writing of his PhD. Kim Werner, Nick Towner, Luiz Mendez Filho and Jonathon Spring all undertook fieldwork/data collection during 2010.
NZTRI is home for several students of different levels who gain research experience while being supervised by the core team. Students either participate directly in NZTRI research projects or combine their own interests with the Institute’s expertise. These synergies lead to a worldwide network and increase the Institute’s capacity to do research.
We provide support for a number of tourism and hospitality students – assisting with design of methods and linking them into research projects.
The Institute also represents a resource for both experienced and emerging staff who are looking for teams to link with or for research assistance, design of research instruments (e.g. survey), input or other services that AUT provides to the research community. Some of our highlights this year include Nick Towner and Bich Tram Huynh as showcased on the following page:
20 Nick Towner - PhD Candidate important insights into multiple stakeholder (community, business, government and tourist) perceptions of surf tourism development and Surf tourism worldwide is booming with an estimated evaluate management options. Nick benefits from 23 million surfers and a total industry value of over supervisory inputs from outside NZTRI (Dr Sharyn US$8 billion. Tourism development at traditional Graham-Davies, Associate Professor of Social surf destinations is intensifying and expanding into Sciences at AUT). NZTRI makes a point of engaging new regions particularly in the developing world. with supervisory resources around the university – The economic value of surfing to particular locations an approach which is good for both students and can has been well documented. In contrast very few play an important mentoring role for staff. academics have explored the socio-cultural impacts using a multiple stakeholder perspective. There are indications from numerous sources that surf tourism is responsible for adverse impacts on local communities. These adverse impacts are magnified in newly discovered surf destinations in the developing world, many of which include indigenous communities and ‘untouched’ coastal environments.
Nick Towner’s PhD study investigates surf tourism development in the Mentawai Islands of Indonesia and aims to make policy-makers, tourism developers and tourism industry stakeholders more conscious of the factors that influence sustainable tourism development. During 2010 Nick completed his fieldwork in the Islands. The thesis will provide Nick Towner on field research in Indonesia
Can Tho City. The results suggest that if tourism Bich Tram Huynh – is really to make a difference, contributing to poverty alleviation, good planning and stakeholder Master of Tourism Studies partnerships need to be in place. Hyunh is a good Bich Tram Huynh came to New Zealand from Ho Chi example of the value that NZTRI adds to the thesis Minh City in Vietnam and has always had an interest programmes in MTour and MIHM through its in the role that tourism plays in the daily economic supervisory and methodological skills but also the and cultural life of the Vietnamese people. After links it has built in a range of overseas nations. completing her undergraduate degree at AUT and working with NZTRI as a coop student she became very interested in the role that tourism can play in poverty alleviation. Hyunh’s Masters of Tourism thesis was completed in 2010 and focuses on the links between tourism and the lives of participants who sell goods and produce at the Cai Rang floating market, in Can Tho City. The thesis asks the important questions: What are the challenges and limitations of using tourism as a tool for poverty reduction? And how can tourism contribute to poverty reduction among participants in the Cai Rang floating market?
The findings show that local authorities and communities have limited awareness of tourism’s Cai Rang Floating Market. Source: Bich Tham Huynh potential benefits and its role in poverty reduction. There is also a lack of community participation in tourism planning and development, and a lack of co- ordination between tourism stakeholders, especially the local authorities of different departments in
21 NZTRI International Internship international research team (Table 1). Project Programme highlights for the interns included being part of the support team for two conferences hosted by NZTRI The international internship programme at NZTRI - Access Tourism Conference and the New Zealand has now been running for over ten years. It Tourism & Hospitality Research Conference, and provides students from around the world with assisting with the collection of data and background opportunities to develop real world research research for the Puhoi to Pakiri Visitor Strategy and team working skills while they continue their Research. academic development. “The work I did during my internship was very The programme is designed to both enhance and interesting and diversified. I also enjoyed the fact develop an individual’s research skills which they that other international interns worked at the can then apply to their own thesis projects or work Institute” - Hille Richter, Germany environment. The Institute benefits from having a team of highly motivated and enthusiastic research “It has been great to simply exchange thoughts and assistants, and in return the students gain practical ideas on a daily basis. Moreover, albeit literature experience by working on research projects closely reviews, data collections and analysis worked aligned to their interests, where possible, during on may have not always related to my personal their time at NZTRI. research interests, I rather thought this to be a nice change and an opportunity to get to know about NZTRI’s and Simon Milne’s continued relationship other areas of tourism research” - Anna Huebner, with University of Wageningen in the Netherlands Germany ensures the Institute has access to interns of the highest calibre to join the research team throughout “It was inspiring to learn from interesting the year. Three Dutch students from Wageningen’s perspectives from colleagues, to volunteer at the Msc. Leisure, Tourism and Environment programme research conference and to get to know New Zealand joined us this year along with interns from France, from a different perspective” - Joke Methorst, the Germany and Slovakia - all contributing to the Netherlands
Veroniek Maat - Intern is also a member of the European’s Network for Accessible Tourism (ENAT) which aims to provide Veroniek Maat was an intern at NZTRI from April information and strategic advice on accessible 2010 to September 2010 as part of her Masters in tourism policies to public bodies, regions, cities, Leisure, Tourism, and Environment at Wageningen businesses and organisations. University, The Netherlands.
During Veroniek’s internship she worked closely with Sandra Rhodda – NZTRI’s associate director for Access Tourism. Sandra encouraged Veroniek to write guest articles for her own website http:// www.accesstourismnz.org.nz/ and worked closely with her on other publications. Topics included issues around accessibility for everyone for RWC 2011 and to the 2010 World Cup stadia in South Africa, and also the creation of an easily-recognised universal system of accessibility symbols.
Since completing her internship and Masters programme at Wageningen, Veroniek has continued her work in this area and is now the Sandra presenting the NZTRI intern owner of Accessible Travel Netherlands http:// certificate to Veroniek www.accessibletravelnl.com/. Accessible Travel Netherlands provides information about custom made holidays for visitors to Amsterdam. Information on her website includes access to hotels, accessibility of tours, care services, public transport and upcoming events. Veroniek
22 The Institute continues to support and promote the Internship programme, which is coordinated by Research Officer Suzanne Histen, in addition to developing vital links with Universities. The resource pool available to NZTRI in terms of international experience greatly benefits from relationships first formed by students undertaking their internship with the Institute as part of their postgraduate studies. Each year the popularity of the Internship programme continues to grow with interns not only benefitting from this unique experience but also actively contributing to the research projects undertaken by NZTRI.
Interns stuffing conference packs for NZTHRC
Interns collecting data at Matakana Market
Table 1: International Interns 2010 INTERN UNIVERSITY DEGREE NATIONALITY FROM TO Natalia Piñeros Msc. Leisure, Tourism and Arenas Wageningen, Netherlands Environment Colombian Oct 09 Jan 10 Masters of Leisure, Benoît Ferreira University of Grenoble, Environment, Sport and French Jan 10 Jun 10 France Tourism Westcoast University of Leonie Friedlein Applied Sciences, Heide, Master of International Tourism German Dec 09 Jan 10 Germany Management Msc. Leisure, Tourism and Tom van Beers Wageningen, Netherlands Environment Dutch Mar 10 Jul 10 Msc. Leisure, Tourism and Veroniek Maat Wageningen, Netherlands Environment Dutch Apr 10 Aug 10 University of Savoie in Masters of Events and Leisure Céline Genetelly Chambéry, France Management French Apr 10 Sep 10 Aalborg University in Anna Huebner Copenhagen, Denmark Master of Tourism German Jul 10 Nov 10 University of Economics in Dominika Bojova Bratislava, Slovakia PhD Slovakian Aug 10 Dec 10 University of Applied Sciences International Cruise Industry Hille Richter in Bremerhaven, Germany. Management German Sep 10 Nov 10 Msc. Leisure, Tourism and Joke Methorst Wageningen, Netherlands Environment Dutch Oct 10 Feb 11
23 INTERNATIONAL OUTREACH
NZTRI continued, during 2010, to place considerable emphasis on the development of international linkages and project funding. Below are just a few examples of the new and existing international outreach that we were engaged with.
W3 - Work in a Warming World Pacific – SIDs
W3 is a 7 year research programme clustering a Interactions with many nations, governments and number of projects and grants with a focus on the Institutions in the South Pacific continued. 2010 significant impacts that climate change is having saw the continued development of links with the on the world of work. It is a research partnership Government of Niue and the publication of a major among academics and community partners to bring report on the impacts of tourism on the economy. work back into Canadian and Global focus in the Work was completed for the UNDP in Kiribati and struggle to slow global warming. The cluster of Tuvalu as part of Diagnostic Trade Integration W3 projects bridge two significant gaps: between Studies and our links to the nations of Tonga and environmental and labour market organisations, the Cook Islands also continued to develop. We see and between academic and practitioner research. considerable potential to also build research that W3 brings together more than 50 organisations focuses on the links between the Pacific Islands and and researchers in 10 universities and 4 countries. the Pasifika population in Auckland. NZTRI is the only New Zealand Institution to be part of this major multi-million dollar project. The Vietnam Institute’s involvement is currently focused on ‘green certification’ programmes in hotels and their NZTRI has had long lasting links to the University impact of the work force and also the implications of Hue in Vietnam and these links continued of climate change on workers in small Pacific Island to grow and expand during 2010. The year saw states. For more information on W3 see: www. considerable interest from students in coming workinawarmingworld.yorku.ca/ to the Institute to complete PhD studies – with a new student scheduled to join us in 2011 funded University of Bedford by the Vietnamese government. The Institute was also engaged in research to further explore the NZTRI continued to build close links to the pro-poor dimensions of tourism in Vietnam – with University of Bedfordshire which offers one of a focus on the region of Ho Chi Minh. the leading tourism programmes in the UK and has also recently formed a new tourism research Wageningen University centre - INTOUR. The development of potential collaborative projects with INTOUR was a focus for The Institute’s strong links with Wageningen 2010 and has laid in place opportunities for future University continued to develop. Simon Milne has work in Mauritius (a planned 2011 Sustainable participated in the Wageningen University MSc Tourism Conference) and around the areas of food, programme in Tourism Development for over 10 tourism and information technology. years and in 2010 we began to also develop links with the newly established Centre for Leisure and Coastal & Marine - ICMTS Tourism Research (with input from Breda University and also Utrecht University). Our hope is that in Michael Lück and Mark Orams were elected by the future years we will see a broader range of joint International Steering Committee of the World projects developing in regions that have yet to be Congress on Coastal and Marine Tourism (CMT) at the focus for New Zealand tourism researchers – the CMT’10 in South Africa to serve as the founding specifially areas of Africa and the Indian Ocean. co-presidents of the International Coastal and Marine Tourism Society (ICMTS). The aim is to progress the formalities of the ICMTS in early 2012 with the target of formally launching it (including recruiting memberships) at the CMT’12 which is to be held in the Netherlands in July 2012.
24 NZTRI/AUT CONFERENCES
Access Tourism in NZ Inaugural Most delegates were either ‘very much satisfied’ or Conference, 4 October 2010, AUT ‘very satisfied’ with the conference content (91%), speakers and presentations (85%), accessibility University (91%), and the overall experience (90%). Delegates said the most beneficial aspects of the conference In May 2010, NZTRI Senior Research Officer, Sandra were awareness raising, information gathering, and Rhodda, presented a seminar on Access Tourism networking. issues in New Zealand. The seminar generated a lot of interest with about 50 attendees. As a result The Honourable Tariana Turia, Minister for of the seminar and issues which were highlighted, Disabilities Issues and co-leader of the Maori Party NZTRI – led by Sandra Rhodda - planned a one-day opened the inaugural Access Tourism New Zealand inaugural Access Tourism Conference to be held Conference at AUT University. The audience heard on 4 October. From the beginning, the upcoming the Minister describe what Access Tourism is, and Conference received notice on a variety of New how this was the fastest growing sector overseas. Zealand and international websites and newsletters She pointed out that this is an economically (e.g. Ministry of Health Health and Disability NGO; important market that is neglected in New Zealand. Community Net Aotearoa; European Network for Accessible Tourism; and Tourism For All UK). All speeches and presentations were recorded and are available as podcasts from the NZTRI website. Over 80 delegates including speakers attended this conference. Delegates came from the private sector (36), NGOs (18), local government (14), the public sector (6), and academic institutions (6). Those registered include people from DoC, councils, RTOs, travel companies, the AA, individual tourism operators, tourism operator membership organisations, ATTTO, academics, and a variety of NGOs.
New Zealand Tourism and Hospitality feedback on their research and to offer a supportive Research Conference, 24-26 November environment at which to present their research. 2010, AUT University A decision was also made to promote a better The New Zealand Tourism and Hospitality Research link between research, academia and the tourism Conference 2010 – “Adding Value through and hospitality industries. As a consequence, Research”, hosted at AUT University by the School the theme for the conference of “adding value of Hospitality and Tourism and the New Zealand through research” was adopted. Three keynote Tourism Research Institute achieved its objectives. speakers were invited who have strong credentials With over 110 delegates from 17 countries, and and background in industry and with a good 97 papers refereed, presented and published in a understanding of the importance of research for 527 page conference proceedings, the 9th edition successful practice in tourism and hospitality. Kevin of the conference has been a great success. NZTRI Bowler, Chief Executive of Tourism New Zealand; Associate Director, Mark Orams, was the conference Alison Morrison, Professor of Hospitality at the chair and Sharon Race (NZTRI MPhil student) was University of Surrey, UK; Norm Thompson, Deputy the Conference Coordinator. Chief Executive of Air New Zealand and Chair of the Tourism Industry Association of New Zealand. For this year’s Conference, the local organising committee made an early decision around the philosophy surrounding the Conference. One of the most important contributions this conference could make was to provide an opportunity and a forum for post-graduate research students and early career researchers to receive constructive
25 COMMUNITY OUTREACH
PUHOI TO PAKIRI VISITOR STRATEGY HAWKE’S BAY VISITOR RESEARCH PROGRAMME SURVEY RESEARCH
NZTRI is working with the Rodney District Council Venture Hawke’s Bay (now Hawke’s Bay Tourism) is and local stakeholders in the Puhoi to Pakiri area working with NZTRI to develop an ongoing visitor to run a series of business, community and visitor research ‘barometer’ to support the development surveys of the region. As part of the project, NZTRI of a visitor strategy for the Hawke’s Bay region. will build Google maps of tourism resources, and Venture Hawke’s Bay has been working with over 80 provide a tourism strategy for the region. NZTRI visitor touch points throughout the region to help research staff and interns attended two local events with the research. Prior to the survey launch public – the Kowhai Festival in Warkworth and the Farmers meetings were held in the region to build awareness Market in Matakana – with the aim of creating and encourage collaboration between different awareness of the research and driving visitors and stakeholders (May & July, 2010). Subsequent visits locals to the survey website. Another goal of these were made to the region to help boost the profile field trips was to build AUT’s profile as part of the of the work among business operators (October, research with the NZTRI team wearing AUT branded 2010) and to target certain events such as Kai in t-shirts. Frequent meetings have taken place with the Bay, and the 10th Anniversary of the Hawke’s the local stakeholders of the region in order to Bay Farmers’ Market (November, 2010). ensure their involvement in this project. Public meetings were held in Wairoa and Havelock The research programme is guided and coordinated North to disseminate the preliminary findings and by a local Steering Committee of nine members to further raise awareness of the research. It is comprising a range of sectoral and local interests hoped that that a ‘spin-off’ outcome of this work within the region. NZTRI has had a strong would be the ability to build awareness of the representation at monthly meetings of the Steering importance of research and collaboration within Committee and is using research activities and the Hawke’s Bay tourism industry. processes to nurture a strong and relatively cohesive grouping. This is an integral part of the research - designed to strengthen coordination and collaboration among businesses, public agencies and community in the region.
Simon Milne presents preliminary findings to local businesses and community in Hawke’s Bay
NZTRI’s Research Team at the Matakana Village Farmer’s Market
26 Other community outreach: Access Tourism Research Programme Area: NZTRI Associate Director, Jane Legget, continued NZTRI Associate Director, Sandra Rhodda, gave to support the Museum sector in New Zealand and a presentation entitled ‘Access Tourism and the overseas in 2010, and gave a series of presentations Visually Impaired’ at the NZ Association Blind to a variety of Museum groups. These included: The Citizens AGM. Tasmanian Museums and Art Gallery in Hobart; and two Collecting Policy workshops for the Board and Pacific DTIS: staff of Lopdell House Gallery, Titirangi. Jane also Simon Milne’s DTIS work for the UNDP in Tuvalu completed a review of Governance Arrangements and Kiribati involved a range of community based at Te Hikoi-Southern Journey (Expert Knowledge meetings to discuss the potential for tourism to Exchange, for Te Papa’s National Services Te develop more sustainable economic outcomes for Paerangi). local populations. Simon worked with a range of community and advocacy groups to enhance the INTA (International Urban Development Association) ability of their voice to be heard in discussions over - Reunion Island Sustainable Tourism Development donor agency funding priorities. Panel June 12-19, 2010: NZTRI Director, Simon Milne, was one of 10 international experts invited to participate in a week long panel designed to generate ideas on the future sustainable development of tourism in the French region of Reunion Island (Indian Ocean). Participants were drawn from the Azores, Netherlands, Aruba, Guam, Thailand, France, Canada and New Zealand. The panel interviewed key stakeholders and generated a report that was presented at a public meeting.
Western Southland Promotions Association: Western Southland Podzone Country, ‘Community Building’ Website (NZ Digital Strategy Community An example of ocean encroachment Partnership Fund): on a Funafuti motu, Tuvalu NZTRI Senior Research Officer, Carolyn Deuchar, attended the AGM of WSPAI in Tuatapere where NZTRI and AUT were thanked for the ongoing support that continues to generate a number of excellent outcomes for the communities of Western Southland.
27 PUBLIC RELATIONS NZTRI in the Media The interview focussed on how well equipped NZTRI continued to generate good media coverage the New Zealand tourism industry is to cope with throughout 2010 in press, radio and television. disabled tourists with the Rugby World Cup kicking Several NZTRI projects and conferences received off in less than a year. The upcoming Access Tourism considerable media coverage. At the same time Conference was also highlighted. Access Tourism NZTRI expertise was often called on to provide was the focus of a variety of other NZTRI media hits insights into important economic or social events during 2010. in local and national media as well as around the South Pacific. NZTRI track news and media coverage During 2010, Simon Milne was called upon by both on http://www.nztri.org which is continuously national and international media to comment updated with up to date information of interest to on ‘hot topics’. One story which sparked a lot of clients, researchers and students. interest was the Hobbit saga and whether or not it was going to be filmed in New Zealand. On 28 Again this year a NZTRI hosted conference received October 2010, Simon was interviewed on ABC News significant media coverage. The Access Tourism Australia ‘NZ Government resolves Hobbit row’: Conference, organised by Senior Research Officer Sandra Rhodda, was the first of its kind in New “Professor Milne says the movie deal just struck Zealand and generated a wide range of media will be worth millions to New Zealand’s 9.5 billion interest in New Zealand and worldwide during the dollar tourist industry” lead up to the conference and afterwards. The conference theme was a particular ‘hot topic’ due to the current focus on accessibility issues for the upcoming Rugby World Cup 2011.
Minister for Disabilities Issues, Tariana Turia’s speech to the conference delegates was linked on many websites as for example on the European Network for Accessible Tourism’s (ENAT) website: ‘Minister’s Speech to 100+ at the Inaugural Access Tourism NZ Conference: A Neglected Market in New Zealand’. The Minister opened the Conference: Simon Milne is interviewed on ABC News “I am absolutely delighted to be part of this inaugural Access Tourism New Zealand Conference; Simon Milne also featured in several articles and and I want to congratulate the New Zealand radio pieces commenting on the Government’s plans Tourism Research Institute and the Auckland for mining on conservation land. On 24 March 2010, University of Technology for your bold and Simon commented in the New Zealand Herald that proactive decision in identifying access tourism as the Government’s plans would quickly be picked up a critical issue worthy of all our attention” by international media and potentially damage New Zealand tourism businesses. ‘Excavation jars with In the lead up to the Access Tourism Conference, pure image: expert’: Sandra Rhodda was interviewed for a One-In-Five Radio NZ show to be broadcasted on the evening of “This is ... the juiciest of all ironies. Here you have Sunday 3rd October - ‘Are we ready?’. got a country which is representing itself as 100 per cent pure and yet at the same time is talking about mining the conservation estate”
Sandra Rhodda in Radio New Zealand’s Auckland studio
28 NZTRI’s two major projects focussing on regional Associate Director for the Coastal and Marine economic development, community and ICT – in Tourism Research Programme Area, Mark Orams, Hawke’s Bay and the Puhoi to Pakiri region – were was also quoted in the media on various marine also highlighted in the media as part of creating mammal issues – in particular on the story of ‘Moko’ awareness around these projects. On 14 December the bottlenose dolphin interacting with visitors and 2010, Hawke’s Bay Today featured Simon Milne in locals off the coast of Gisborne: ‘Moko playing up, an article around the preliminary results from the dolphin expert warn’ - Sunday Star Times, 3 January visitor research. Simon commented on the research 2010. and highlighted some of the initial key findings and conclusions: ‘Hawke’s Bay needs more than wine, Associate Director for Tourism Marketing, Ken food experience’: Hyde, was featured in the media with a focus on his research at the Gallipoli battlefields on ANZAC Day. “The major message coming through is that On 18 April 2010, the New Zealand Herald ran the the wine, food and climate make Hawke’s Bay article ‘Who put NZ in Anzac?’: distinctive...[but] there is more that can be added to the visitor experience” “I think for New Zealanders, Anzac Day is quite a solemn affair. It’s remembering our dead and our On 20 August 2010, Simon Milne was interviewed sacrifices. Australians might be a little bit more up by Television Hawke’s Bay, along with Venture tempo” Hawke’s Bay’s Michael Wan, about this innovative research project through online survey on tourist satisfaction and experiences in Hawke’s Bay.
Simon Milne in Television Hawke’s Bay Chatroom series The Puhoi to Pakiri Visitor Research was also highlighted in various media including Rodney Times and Mahurangi Matters. These media releases were in particular in place to drive community members and visitors to participate in the survey. In the December 2010 Mahurangi Matters, NZTRI Senior Research Officer, Carolyn Deuchar, commented on the importance of this research to local economic development in the area, ‘Visitor feedback still wanted’:
“The results identify the need for additional infrastructure; the statistics will give substance to submissions for funding”
29 Below is a list of all NZTRI media hits for 2010:
• Sunday Star Times. (03 January 2010). Moko playing up, dolphin experts warn. Mark Orams comments on the Moko story. http://www.stuff.co.nz/sunday-star-times/features/3201001/Moko-playing-up- dolphin-experts-warn
• Otago Daily Times. (09 January 2010). Different types choose option. Simon Milne comments on the transformation of the backpacker market in New Zealand. http://www.odt.co.nz/lifestyle/travel/88490/ different-types-choose-option
• TV3. (19 January 2010). Moko the dolphin. Mark Orams comments on Moko the dolphin.
• National Business Review. (22 January 2010). Pot of gold dwindling in the hills? Geoff Dickson comments on how golf can put a country on the international sports profile.
• Marlborough Express. (28 January 2010). Bring out your ideas for growth. John Hull features in the general news section about the North Marlborough growth and development project.
• Daily Post. (06 March 2010). Township united in backing Ironman. Mention of NZTRI’s 2007 research on the economic impacts of Ironman New Zealand in Taupo.
• Travel Memo. (19 March 2010). No headline. Mention of Matakana Wine region tourism development plan.
• Hokitika Guardian. (18 March 2010). Business unit director becomes interim manager. Mention of NZTRI Associate Director, Jeff Dalley.
• Rodney Times. (30 March 2010). Tourism plan for region. Article with comments by John Hull which highlights NZTRI proposal for development of a strategic tourism plan for the Matakana Wine region.
• Stuff.co.nz (14 April 2010). Chinese star power in Tourism NZ campaign. Simon Milne was interviewed in an article by Nick Churchhouse which appeared in the Southland Times, Timaru Herald and The Dominion Post on Tourism New Zealand’s latest Chinese campaign.
• NZ Herald (18 April 2010). Who put NZ in Anzac? Ken Hyde featured in article on his research on the Gallipoli battlefields on ANZAC day. http://www.nzherald.co.nz/nz/news/article.cfm?c_ id=1&objectid=10639049
• Stuff.co.nz (19 April 2010). Kiwis, Aussies differ over Anzac pilgrimage. Article featuring Ken Hyde’s Gallipoli research. http://www.stuff.co.nz/national/3598844/Kiwis-Aussies-differ-over-Anzac- pilgrimag
• Rolling Rains Report. (23 April 2010). Mixed reviews of NZ efforts: Getting Inclusion in Tourism Upside Down Downunder. Sandra Rhodda comments on access tourism issues. http://www.rollingrains. com/2010/04/mixed-review-of-nz-efforts-getting-inclusion-in-tourism-upside-down-downunder. html
• Travel Memo, TM1015T. (27 April 2010). Access Tourism Seminar. Sandra Rhodda highlights the upcoming access tourism seminar. TM1015T
• Inside Tourism, 783. (29 April 2010). Disabled woman’s horror story goes viral. Sandra Rhodda comments on access tourism issues.
• Rodney Times. (25 May 2010). Project aims to attract more tourists to Matakana. NZTRI’s Matakana Visitor Strategy research is being launched.
• Inside Tourism, 790. (17 June 2010). Better Access Information Needed for People With Disabilities. NZTRI Senior Research Officer, Sandra Rhodda, comments on access tourism issues in New Zealand.
• NZ Herald. (8 July 2010). Auckland losing in the war of words. Simon Milne comments on how social
30 media has become a new, powerful, word of mouth. http://www.nzherald.co.nz/nz/news/article. cfm?c_id=1&objectid=10657176
• The Aucklander. (8 July 2010). What are they saying about us? Simon Milne comments on social media for tourism. http://www.theaucklander.co.nz/local/news/what-are-they-saying-about-us/3916820/
• Hawke’s Bay Today. (28 July 2010). Visitors to have say online. Article featuring Simon Milne with Michael Wan of Venture Hawke’s Bay highlighting the upcoming Hawke’s Bay Visitor Survey Research.
• TO: Magazine. (Issue 2, 2010). Access All Areas. Sandra Rhodda is interviewed in a two page article on Access Tourism as SRO at NZTRI and Director, ATNZ.
• Mahurangimatters. (1 August 2010). Surveys underwrite Matakana tourism plan. Article highlighting NZTRI’s Puhoi to Pakiri Visitor Strategy research.
• Northern Courier. (4 August 2010). Excellent response to election year survey. Article highlighting NZTRI’s Puhoi to Pakiri Visitor Strategy research.
• Rodney Times. (12 August 2010). New era for business association. Article highlighting NZTRI’s Puhoi to Pakiri Visitor Strategy research.
• TV Hawkes Bay. (20 August 2010). 24 minute suite of three 8 minute programs in the Chatroom series. Simon Milne and Venture Hawke’s Bay’s Michael Wan discuss the Hawke’s Bay Visitor Survey Research. Available online from www.tvhb.co.nz
• Wairoa Star. (31 August 2010). Survey a vital move. Article highlighting NZTRI’s current Hawke’s Bay visitor research programme.
• Mahurangimatters. (1 September 2010). Visitor surveys underpin tourism plan. Article highlighting NZTRI’s Puhoi to Pakiri Visitor Strategy research.
• TV ONE. (13 September 2010). One News. Simon Milne is interviewed regarding how New Zealanders are renting their homes out to overseas visitors for the Rugby World Cup.
• TVNZ 7. (13 September 2010). News at 8. Simon Milne is interviewed regarding how New Zealanders are renting their homes out to overseas visitors for the Rugby World Cup.
• Taranaki Daily News. (28 September 2010). NZ behind on disabled tourism. Sandra Rhodda comments on access tourism in New Zealand. http://www.stuff.co.nz/taranaki-daily-news/life-style/travel/4175677/ NZ-needs-to-look-after-disabled-tourists
• Newstrack India. (23 October 2010). NZ tourism experts fear loss of ‘Hobbit’ films. Simon Milne comments on the importance of keeping the Hobbit films in New Zealand. http://newstrackindia.com/ newsdetails/186512
• USA Today. (27 October 2010). New Zealand still Middle Earth as Kiwis keep “Hobbit” films. Simon Milne comments on the Hobbit movie saga. http://travel.usatoday.com/destinations/dispatches/ post/2010/10/new-zealand-still-middle-earth-as-kiwis-keep-hobbit-film/128856/1
• ABC News Australia. (28 October 2010). NZ Government resolves Hobbit row. Simon Milne comments on the Hobbit movie saga.
• Tourism Business magazine. (Oct/Nov 2010). How close are you to your community? Article by Simon Milne on how to make tourism more sustainable and build yield.
• Tourism Business magazine. (Oct/Nov 2010). Where are our global greeters? Article by Simon Milne on links between visitors and the local community
31 Inaugural Access Tourism Conference – pre and post media hits
• Rolling Rains Report. (15 April 2010). New Zealand: First Conference on Accessibility in Tourism! News from Sandra Rhodda on Access Tourism New Zealand. http://www.rollingrains.com/blog
• Inside Tourism, Issue 794. (15 July 2010). Inaugural conference on access tourism planned for October. Article highlighting the upcoming Access Tourism Conference.
• Lanka Gazette, Sri Lanka. (8 September 2010). Access to all is the call. http://lankagazette.com/topstories/ access-to-all-is-the-call/#comment-1532
• Travel Memo. (17 September 2010). Access Tourism Conference. http://www.travelmemo.co.nz/ memos/20100917.pdf
• Voxy.co.nz. (28 September 2010). NZ: Great For A Holiday, Except If You Have A Disability. http://www. voxy.co.nz/national/nz-great-holiday-except-if-you-have-disability/5/65251
• Leisure Tourism. (28 September 2010). Call for more research on tourism accessibility for the disabled. http://www.cabi.org/leisuretourism/?fp=21008&loadmodule=newsarticle&page=767&site=156
• Oamaru Mail. (29 September). NZ fails disabled tourists.
• e-Travel Blackboard. (30 September 2010). NZ lagging in disabled tourism: researcher. http://www. etravelblackboard.co.nz/article.asp?id=72266&nav=117
• Bangkok Post. (30 September 2010). Now everyone can really fly. http://www.bangkokpost.com/business/ economics/193653/now-everyone-can-really-fly
• Radio New Zealand. (3 October 2010). Are we ready? Sandra Rhodda was interviewed in a One-in- Five programme on the state of Access Tourism in New Zealand. http://www.radionz.co.nz/national/ programmes/oneinfive/20101003
• Business.Scoop. (4 October 2010). Access Tourism New Zealand Conference. http://business.scoop. co.nz/2010/10/04/access-tourism-new-zealand-conference/
• Maori Party. (4 October 2010). Speech: Access Tourism New Zealand Conference, AUT University Auckland - Hon Tariana Turia. http://www.maoriparty.org/index.php?pag=nw&id=1322&p=speech-access-tourism- new-zealand-conference-aut-university-auckland-hon-tariana-turia.html
• The News-Westport. (4 October 2010). Tourism opportunities in targeting disabled visitors.
• NZPA Newswire. (4 October 2010). Tourism opportunities in targeting disabled visitors.
• NBR. (5 October 2010). Minister keen to boost ‘access tourism’ market.
• NZPA. (5 October 2010). Tourism Opportunities in Targeting Disabled Visitors.
• Rolling Rains report. (n.d.) More on the Work of Dr Sandra Rhodda of the New Zealand Tourism Research Institute. http://www.rollingrains.com/2010/10/more-on-the-work-of-dr-sandra-rhodda-of-the-new- zealand-tourism-research-institute.html
• Apparelyzed - spinal cord injury peer support. (5 October 2010). Inaugural Access Tourism NZ Conference. http://www.apparelyzed.com/forums/topic/16655-inaugural-access-tourism-new-zealand-conference/
• Accessible Tourism Research. (6 October 2010). NZ AT Conference follow up: excellent podcast and powerpoint resource. http://accessibletourismresearch.blogspot.com/2010_10_01_archive.html
• Low Visionary. (6 October 2010). Inclusion Tourism. www.lowvisionary.com/
• Travel Memo. (8 October 2010). Access Tourism offers opportunities. http://www.travelmemo.co.nz/ memos/20101008.pdf
32 • Travability: making the world accessible to all. (10 October 2010). Inaugural Access Tourism NZ Conference. http://www.travability.travel/blogs/access_tourism_NZ.html
• ENAT. (12 October 2010). Minister’s speech to 100+ at the inaugural Access Tourism NZ Conference: A neglected market in NZ. http://www.accessibletourism.org/?i=enat.en.news.1027
• Travel Blackboard. (12 October 2010). Australia misses the plane on accessible tourism. http://www. etravelblackboard.com/article/109845/australia-misses-the-plane-on-accessible-tourism
• Accessibility News International. (12 October 2010). Australia misses the plane on accessible tourism. http://www.accessibilitynewsinternational.com/?p=1738
• Campus Daily. (12 October 2010). NZ missing out on billions of potential tourist dollars. http://www. campusdaily.co.nz/read_university_news.php?id=1485
• AARP Global Network. (12 October 2010). Accessible tourism is fastest growing sector in hospitality industry. https://www.aarpglobalnetwork.org/netzine/Industry%20News/SeniorLivingNews/Elderly%20 Services/Pages/Accessible%20tourism%20is%20fastest%20growing%20sector%20in%20hospitality%20 industry800114816.aspx
• Inside tourism. (14 October 2010). Back Access Tourism or lose a lucrative market.
• AARP Global Network. (16 November 2010). New Zealand markets to wealthy Japanese tourists. Conference obliquely mentioned in an article on AARP (American Association of Retired Persons - worldwide, total membership, 39 million, and with numerous affiliate member organisations). https:// www.aarpglobalnetwork.org/netzine/Industry%20News/ProductsandServices/Strategic%20Planning%20 for%2050%20plus/Pages/New%20Zealand%20markets%20to%20wealthy%20Japanese%20tourists%20 800241979.aspx
• Tourism Business magazine. (Oct/Nov 2010). Could you be ignoring 11% of the market.
Mention of NZTRI/Simon Milne on issues related to the Government’s plans for mining on conservation land:
• Newstalk ZB (Auckland) – Drive. (24 March 2010). No title.
• The News Westport. (24 March 2010). Influential magazine slams New Zealand’s green record.
• NZPA Newswire. (24 March 2010). Influential magazine slams New Zealand’s green record.
• NZ Herald. (24 March 2010). Excavation jars with pure image: expert.
• Student Network (Auckland) – The Wire. (25 March 2010, 12.39pm). No title.
• Gulf News. (25 March 2010). Opposition grows to mining proposals.
• Gisborne Herald. (25 March 2010). Influential magazine slams New Zealand’s green record.
• The Dominion Post. (26 March 2010). Mining our special places risks tarnishing forever New Zealand’s clean-green image.
• Travel Memo. (26 March 2010). Call for a “more sustainable brand”.
Simon Milne comments on price and quality issues of Auckland hotels:
• Manawatu Standard. (04 March 2010). Auckland hotel rates tumble.
• The Dominion Post. (04 March 2010). Hotel rates plunge worldwide, with Auckland near bottom of the pile.
• The Press. (04 March 2010). Average room rates take a global 14 pc tumble.
• Timaru Herald. (04 March 2010). Auckland hotel rates plunge 24 percent. 33 Web Developments
The NZTRI website (www.nztri.org) remains a key tool to attract research funding, disseminate information, inform graduate students and build links with members and organisations around the world.
The NZTRI website received 25,757 visits in 2010. This represents a 10.83% traffic increase compared to a total 23,241 visits in 2009. The majority of visits are from New Zealand (48%), followed by United States (6.4%), United Kingdom (5%) and Australia (5%). Google continues to be the main source of visits (61%). Nineteen percent are direct visits and 4% are referrals from the AUT website.
Visitors by country in 2010
During 2010, the NZTRI web team also maintained the NZTRI site, www.westernsouthland.co.nz and the databases in good working order. The pages and articles of the NZTRI site are ranked towards the top of the listings by search engines on some specific terms. The team developed a number of web portals and also launched 12 online surveys. The two year-long projects in Hawke’s Bay and Puhoi to Pakiri region also have their own sites where project information is updated on a regular basis. Some examples of new pages created in 2010:
• Access Tourism Conference site: http://nztri.aut.ac.nz/accesstourismconference
• New Zealand Tourism & Hospitality Research Conference site: http://autserve.aut.ac.nz/nzthrc/index. php
• Hawke’s Bay Visitor Survey site: http://www.hawkesbaysurvey.co.nz/
• Puhoi to Pakiri Visitor Strategy research site: http://www.regionalsurveys.co.nz/
The web team created a youtube channel populated with a number of videos to promote the Institute, presenting a summary of the different conferences and highlighting the benefits of studying at NZTRI.
34 Studying at NZTRI video
Access Tourism Conference Website
As one key feature of the NZTRI website is to disseminate information, presentations from the two conferences and all NZTRI seminars of the year have been made available as podcasts for download from the website.
NZTRI increasingly started using social media/Twitter during 2010. There has been a significant increase in people following and interacting with @NZTRI.
NZTRI on Twitter 35 NZTRI Seminar Series shared their emerging thinking and received constructive challenges to their current research The NZTRI Seminar series continues in fine tradition directions and proposed research methodologies, with fourteen seminars held from March through which in turn affirm the importance of their studies to October 2010, and hosting speakers from and stretch their intellectual development. These both overseas and New Zealand. Presentations are important occasions to showcase the strength with an international flavour included looking and variety of NZTRI’s tourism research, as well at authenticity and tourism in Kazakhstan, the as bringing current work to the attention of both Santiago De Compostela Pilgrim Routes, satisfaction practitioners in the Auckland tourism industry and and attendance at UK exhibitions, and linkages our academic colleagues. between tourism and agriculture in Niue. Topical New Zealand issues included Access Tourism New All NZTRI seminars are now being recorded where Zealand, recreation resource management for the possible and are available from the NZTRI website. ‘Conservation Economy’, and food provenance for the provinces.
An important part of the NZTRI Seminar series remains the opportunity for AUT doctoral candidates to present their “in-progress” work in an open forum environment. The candidates
Seminars
NZTRI is grateful to all this year’s contributors and looks forward to continuing this popular seminar series in 2011.
Seminar 1: Speaker: Dr John Hull, Senior Lecturer AUT and Associate Director NZTRI, spoke on “Best Practices for Cruise Destinations: Building Community Support through Port Readiness Planning”. Friday 12th March.
Seminar 2: Speaker: Alison Booth, lecturer at AUT in Event Management, spoke on “New Zealand Cultural Performance Networks: Event Production and the Indian Diaspora”. Friday 23rd April.
Seminar 3: Speaker: Dr Sven Groß, Professor for Transport Carrier Management, Hochschule Harz, University of Applied Studies and Research, Wernigerode/Germany, spoke on “Low Cost Carrier - A worldwide phenomenon”. Friday 7th May.
Seminar 4: Speaker: Dr Sandra Rhodda, NZTRI Senior Research Officer and Director of Access Tourism New Zealand, spoke on “Access Tourism New Zealand – A Research Agenda”. Friday 14th May.
Seminar 5: Speaker: Greig Buckley, developer of ‘Kai’ – an NZ artisan food promotion business, spoke on “Food provenance for the provinces”. Friday 25th June.
Seminar 6: Speaker: Guillaume Tiberghien, PhD Candidate School of Hospitality and Tourism and NZTRI, spoke on “Authenticity and tourism in Kazakhstan: neo-nomadic culture in the post Soviet era”. Monday 19th July.
Seminar 7: Speaker: Jeff Dalley, NZTRI Associate Director and visiting tourism lecturer at AUT, spoke on “A Longitudinal Study into Local Responses to Recreation Resource Management for the ‘Conservation Economy’- from ‘Social Good Cost’ to ‘Economic Investment’”. Friday 30th July.
Seminar 8: Speaker: Ann Cameron, Lecturer School of Hospitality and Tourism, AUT, spoke on “Computers versus customers: hotel managers view of the impact of ICT”. Friday 6th August.
Seminar 9: Speaker: Dr Don Webber, Associate Professor, Department of Economics, AUT, spoke on “Satisfaction and attendance at UK exhibitions”. Friday 20th August.
36 Seminar 10: Speaker: Ron O’Grady, Founder and now Hon President of ECPAT International, spoke on “Socially Responsible Tourism - towards a code of ethics”. Friday 3rd September.
Seminar 11: Speaker: Dr Sven Grabow, Senior Heritage Consultant, Department of Conservation’s National Office, Wellington, spoke on “The Santiago De Compostela Pilgrim Routes: A Critical Assessment Of A (EU) ropean Cultural Tourism Flagship”. Friday 24th September.
Seminar 12: Speaker: Michael Pusinelli, M L Pusinelli & Associates, spoke on “Quality assurance in the tourism industry – a regional perspective”. Friday 8th October.
Seminar 13: Speaker: Evangeline Singh, NZTRI PhD presentation, spoke on “Enhancing the linkages between tourism and agriculture in South Pacific SIDS: the case of Niue”. Friday 15th October.
Seminar 14: Speaker: Philipp Schorch, Research Associate, Museum of New Zealand Te Papa Tongarewa, spoke on “Te Papa Travel Stories”. Friday 22nd October.
Guillaume Tiberghien presenting at the 6th NZTRI Seminar 2010
37 STAFFING
During 2010 the NZTRI team saw a few changes in staff members. In the first quarter of the year, we had a full turnover of the web team with Brent Simpson and Nat Dobbin leaving for other opportunities. Kevin Zhang took over as a full-time Research Officer web-team, with the support of Pascal Languillon on part-time. Carolyn Deuchar was awarded a VC Doctoral Scholarship and embarked on a six month study leave from January to July. Dr Sandra Rhodda filled in for Carolyn as Senior Research Officer during that period. It was possible to extend Sandra’s contract until October as Research Officer Tina Buch took a partial leave of absence (.5FTE) from July to November.
Table 2: The NZTRI Team 2010
NAME ROLE Simon Milne Director NZTRI Hamish Bremner Associate Director NZTRI – Indigenous Tourism Geoff Dickson Associate Director NZTRI – Event Tourism Ulrich Speidel Associate Director NZTRI – Tourism & Technology Michael Lück Associate Director NZTRI – Coastal & Marine Tourism Mark Orams Associate Director NZTRI – Coastal & Marine Tourism Jane Legget Associate Director NZTRI – Cultural & Heritage Tourism Semisi Taumoepeau Associate Director NZTRI – Pacific Islands Tourism Ken Hyde Associate Director NZTRI – Tourism Marketing John Hull Associate Director NZTRI – Tourism & Community Development Nigel Hemmington Associate Director NZTRI – Hospitality Research Jill Poulston Associate Director NZTRI – Hospitality Research Jeff Dalley Associate Director NZTRI - Health & Wellness Tourism Carolyn Nodder Senior Research Officer Sandra Rhodda Senior Research Officer / Associate Director NZTRI - Access Tourism Suzanne Histen Research Officer Tina Buch Research Officer Nathaniel Dobbin Research Officer Web Development Brent Simpson Research Officer Web Development Kevin Zhang Research Officer Web Development Pascal Languillon Research Officer Web Development Francisca Siew Accounts Administrator Suzanne AInsworth Accounts Administrator Rob Altobelli Research Assistant & PhD Candidate Evangeline Singh Research Assistant & PhD Candidate Keri-Anne Wikitera Research Assistant & PhD Candidate Nick Towner Research Assistant & PhD Candidate
38 Table 3: NZTRI Members 2010
NAME ROLE AND AFFILIATION
Alexis Bunten Assistant Professor of Anthropology at Humboldt State University
Alice Graeupl Lecturer, School of Hospitality & Tourism, AUT
Ananda Senior Lecturer, School of Business & Tourism, Waiariki Institute of Technology Wickramasinghe
Andy Williamson Consultant - Use of ICT to bridge barriers and increase effective participation in society
Anna Carr Senior Lecturer, Department of Tourism, University of Otago
Annette Pritchard Reader in Tourism Studies, Director Welsh Centre for Tourism Research, Wales
Bill Doolin Professor, Business Information Systems, Faculty of Business, AUT
Bui Duc Tinh Senior Lecturer, Department of Economics, Hue University, Vietnam
Bui Minh Tam Dean of the Faculty of Hospitality & Tourism, Hue University, Vietnam
Candice Harris Senior Research Lecturer, Faculty of Business, AUT
Charles Crothers Professor, School of Social Sciences, Faculty of Arts, Institute for Public Policy, AUT
Charles Johnston Senior Research Lecturer, School of Hospitality & Tourism, AUT
Claire Liu Senior Lecturer, School of Hospitality & Tourism, AUT
Claudia Bell Senior Lecturer, Department of Sociology, University of Auckland
Craig Thompson Senior Lecturer Tourism, University of Derby
David Mason Senior Lecturer with the School of Information Management at Victoria University of Wellington
Erica Wilson Lecturer, School of Tourism and Hospitality Management, Southern Cross University, NSW Australia
Geoff Durden Head of Graduate School, Faculty of Business, La Trobe University
Gordon Ewing Associate Professor, Geography, McGill University
Gordon Titchener Lecturer, Tourism Management Faculty, Thompson Rivers University, BC, Canada
Greg Ringer Adjunct Professor, University of Oregon
Helen McConachie Independent planning consultant
Irena Ateljevic Lecturer, University of Wageningen
Jovo Ateljevic Lecturer in Entrepreneurship, University of Stirling
Judith Symonds Senior Research Lecturer, School of Computing and Mathematical Sciences, AUT
39 Julia Hasse Geography, University of Bonn
Logan Muller Senior Lecturer, Unitec New Zealand
Luiz Mendez Filho PhD Candidate, NZTRI/School of Computing and Mathematical Sciences, AUT
Mark Ewen Special Projects Manager, Northtec – Tai Tokerau Wānaga
Markus Landvogt Senior Research Analyst, Ministry of Tourism
Michael Gurstein Executive Director, Centre for Community Informatics Research, Development and Training, Vancouver
Monique Brocx Senior Lecturer, School of Hospitality and Tourism, AUT
Nancy Chesworth Assistant Professor, Business Administration and Tourism & Hospitality Management, Mt St Vincent University
Nigel Morgan Reader in Tourism Studies, Welsh Centre for Tourism Research, University of Wales Institute
Peter J Wiltshier Senior Lecturer Tourism, University of Derby, UK
Robert Cleverdon Robert Cleverdon Associates: Tourism Development Consultants
Robert Oliver Chef and restaurant creator
Rose Wood PhD Student, Lecturer Waiariki Institute of Technology
Ross Klein Professor of Sociology, Memorial University of Newfoundland, St. John’s, Canada
Sean Phelps Senior Lecturer, School of Sport and Recreation, AUT
Scott Cohen PhD student, Department of Tourism, University of Otago
Stephanie Hom Cary University of California, Berkeley, Department of Italian Studies
Stephen Doorne Tourism Lecturer, University of South Pacific, Fiji
Sushma Bhat Senior Lecturer, Faculty of Business, AUT
Sven Groβ Professor for Transport Carrier Management, University of Applied Studies and Research, Wernigerode, Germany
T. C. Chang Associate Professor, Department of Geography, National University of Singapore (NUS)
Tim West-Newman Systems Development Manager, Nga Pae o te Maramatanga, Auckland University
Vladimir Garkavenko Lecturer, KIMEP, Almaty, Republic of Kazakhstan
Yixin (Jim) Luo PhD Candidate, NZTRI. Lecturer, The Hong Kong Institute of Education
40 Table 4: PhD and Masters Students 2010 STUDENT LEVEL TOPIC Carolyn Deuchar PhD Tourism, ICT and Community Yixin (Jim) Luo PhD Tourism and HRM Rose Wood PhD Tourism, Food & Regional Development Rob Altobelli PhD Shark Tourism in Fiji Evangeline Singh PhD Tourism, Agriculture and Development: the case of Niue Keri-Anne Wikitera PhD Māori Economic Development in Tourism Jonathon Spring PhD Guide Training Luiz Mendez Filho PhD Quality of Hotel Websites Farai Mbira PhD Tourism & IT Stephen Cox PhD Working in Hospitality Nick Towner PhD Surf Tourism Kim Werner PhD Rugby World Cup 2011 Chloe Lau PhD Rugby World Cup 2011 Amira Fathimath PhD Sustainable competitiveness in the tourism industry Pascal Languillon PhD Green marketing and buying behavior of travellers Guillaume Tiberghien PhD Authenticity and Tourism Alison Booth PhD Event Production and the Indian Diaspora Mirza Pedju PhD Marine Protected Areas management effectiveness in Indonesia Emmanuelle Martinez PhD Effects of tourism and the conservation of cetacean populations Yiwen Huang PhD The use of MCTs for marketing activities Mark Jones MPhil Risk perception in outdoors recreation Sharon Race MPhil Visitor research – Goat Island Marine Reserve Maria Hyde-Smith MPhil Spa and Wellness Tourism
Table 5: Cooperative Education Placements 2010 STUDENT LEVEL MAJOR Chinh Nguyen BTour Tourism Francisca Siew BBus Accounting Salote Polota BBus Tourism and Management
41 PUBLICATIONS
Books
Lück, M., Maher, P. T., & Stewart, E. (Eds.). (2010). Cruise Tourism in the Polar Regions: Promoting Environmental and Social Sustainability? London, England: Earthscan.
Journal Articles & Book Chapters de sá Alves, L.C.P., Andriolo, A., Orams, M.B., & Azevedo, A.D.F. (under review). The growth of a new tourism industry based on the Amazon boto (Inia geoffrensis) in the Amazonas State, Brazil. Revista Brasileira de Zoociências. Dickson, G. (2010). Event Networks and Supply Chains. In P. Robinson, D. Wale, & G. Dickson (Eds). Event management (pp. 40-53). Oxfordshire, England: CABI International. Dickson, G. (2010). Legacy. In P. Robinson, D. Wale, & G. Dickson (Eds). Event management (pp. 230- 242). Oxfordshire, England: CABI International. Hull, J. S. (2010). Promoting geotourism: a case study from Northeast Iceland. In D. Newsome, & R. Dowling (Eds). Geotourism: the tourism of geology and landscape (pp. 61-76). Oxford, England: Goodfellow. Hull, J. S. (In press). Coping with Change in the Circumpolar North: The Challenge for Sustainable Tourism Development in the Sub-Arctic. In P. Maher, E. Stewart, & M. Lueck (Eds.), Polar Tourism. Elmsford, New York: Cognizant Publications. Hull, J. S., & Huijbens, E. (In press). Tourism innovation through collaboration and use of technology: A case study from Northeast Iceland. In D. Dredge & J. Jenkins (Eds.), Stories of Practice: Tourism Planning and Policy. Vermont, USA: Ashcroft. Hull, J. S., & Losekoot, E. (Under review). Customer orientation of cruise destinations in Newfoundland and Labrador, Canada - are they ready for challenging economic times? Scandinavian Journal of Hospitality and Tourism. Hull, J. S. & Milne, S. S. (2010). Port readiness planning in the Arctic: building community support. In M. Lück, P. Maher & E. Stewart (Eds.), Cruise tourism in polar regions: Promoting environmental and social sustainability? (pp. 181-204). London, England: Earthscan. Hull, J. S., Patterson, C., & Davidson, G. (2010). The economics of the outfitting industry in Newfoundland and Labrador, Canada. In A. Matilainen & S. Keskinarkaus (Eds.), The economic role of hunting tourism -- examples from Northern areas, (pp. 84-107). Helsinki, Finland: University of Helsinki, Ruralia Institute. Jodice, L., Hull, J., & Sirima, A. (2010). Marine farming and tourism. SEAFOOD Magazine. Aquaculture New Zealand. Vol. 2, no. 2 (June), 4-7. Legget, J. (2010). Mining the miming museum on New Zealand’s North Island. Rich veins of dissent. In M. V. Conlin & L. Jolliffe (Eds.), Mining heritage and tourism. A global synthesis (pp. 57-71). London, England: Routledge. Legget, J. (2010). Wonderland exhibitions: Wonderland - The mystery of the orchid and Wonderland - The magic of the rose. reCollections, 5(2). Retrieved from http://recollections.nma.gov.au/ issues/vol_5_no_2/exhibition_reviews/wonderland_exhibitions/
42 Lemelin. R. H., Dawson, J., Stewart. E. J., Maher, P. T., & Lück, M. (2010). Last-Chance Tourism: The Boom, Doom, and Gloom of Visiting Vanishing Destinations. Current Issues in Tourism, 13(5), 477-493. Maat, V., & Rhodda, S. (2010). RWC2011: A chance to improve access and improve the bottom line? Tourism Business June/July, p. 30. Martinez, E., Orams, M.B., & Stockin, K.A. (under review). Do auditory stimulants affect tourist swim encounters with Hector’s dolphins (Cephalorynchus hectori hectori) in Akaroa Harbor, New Zealand? Animal Behavior. Orams, M. B. (2010). Changing people’s lives through interpretation. Lessons from social marketing initiatives. Proceedings of the 2010 National Association for Interpretation International Conference (pp. 157-162), 13-17 April, Townsville, Queensland, Australia. Orams, M.B. (2010). Polar yacht cruising. In M. Lück, P. Maher & E. Stewart (Eds.), Cruise tourism in polar regions: Promoting environmental and social sustainability? (pp. 13-24). London, England: Earthscan Publications. Orams, M., Lück, M., Poulston, J., & Race, S. (Eds.). (2010). Proceedings of the New Zealand Tourism and Hospitality Research Conference, 2010. (CD-ROM). Auckland, New Zealand: AUT University.
Phelps, S., & Dickson, G. (Eds) (2010). Athletes in the Arena: Non-elite sporting events. [Special issue]. International Journal of Sport Marketing and Sponsorship, 12(1). Rhodda, S. (2010). Accessible tourism in New Zealand. In D. Buhalis & S. Darcy (Eds.), Accessible Tourism: Concepts and Issues (Vol. 2, pp. 263-274). Bristol, England: Channel View Publications. Robinson, P., Dickson, G. , Wale, D. (2010). Events Management: An introduction. In P. Robinson, D. Wale, & G. Dickson (Eds). Event management (pp. xiii-xviii). Oxfordshire, England: CABI International. Robinson, P., Wale, D., Dickson, G. (2010). Conclusion. In P. Robinson, D. Wale, & G. Dickson (Eds). Event management (pp. 243-247). Oxfordshire, England: CABI International. Taumoepeau, S. (2010). South Pacific. In A. Graham, A. Papatheodorou, P. & Forsyth, Aviation and Tourism: Implications for Leisure Travel (pp. 323-334). Surrey, England: Ashgate.
Reports
Dickson, G., & Buch, T. (2010). 2009 Lake Taupo Cycle Challenge – Economic Impact Study. A report prepared for www.eventscapital.co.nz. Auckland, New Zealand: NZTRI. Hull, J. S., & Patterson, C. (2010). Needs Assessment: Blackfoot Crossing Historical Park Training and Mentoring Program. Canadian Badlands, Ltd: Alberta. pp. 62. Legget, J. (2010). Review of Governance Arrangements at Te Hikoi- Southern Journey. Report prepared for Te Hikoi Southern Journey Limited and Riverton Heritage and Tourist Centre Trust. Auckland, New Zealand: NZTRI. Legget, J., Milne, S., Histen, S., Deuchar, C., & Dobbin, N. (2010). Our Space Summative Evaluation – Final Report. Prepared for Museum of New Zealand Te Papa Tongarewa. Auckland, New Zealand: NZTRI. Legget, J., Milne, S., Histen, S., Deuchar, C., & Dobbin, N. (2010). Our Space Supplementary Research Findings. A report prepared for Museum of New Zealand Te Papa Tongarewa. Auckland, New Zealand: NZTRI.
43 Martinez, E., Orams, M. O., & Stockin, K. (2010). Responses of South Island Hector’s dolphins (Cephalorhynchus hectori hectori) to vessel activity in Akaroa Harbour, Banks Peninsula. Draft report to Department of Conservation. Milne, S. (2010). Tuvalu Diagnostic Integration Study. Tourism report prepared for D. Gay (Ed.). UNDP. Milne, S. (2010). Kiribati Diagnostic Integration Study. Tourism report prepared for D. Gay (Ed.). UNDP. Orams, M., Jones, M., Histen, S., & Buch, T. (2010). The influence of perceived risk on participation in outdoor recreation by pre-teen school children in New Zealand. Report prepared for SPARC. Auckland, New Zealand: NZTRI.
Conferences & Presentations
Bremner, H. (2010). Changing battle lines in the Hot Lakes District c.1900: Tourism development and the contested nature of place. Paper presented to the International Commission for the History of Travel and Tourism at the 21st International Congress of Historical Sciences, Amsterdam, August. Dalley, J. (2010). From ‘social good cost’ to ‘economic investment’: Local responses to recreation resource management for the conservation economy. Paper presented at the 2010 Centre for Recreation Research Symposium - Recreation Values and Natural Areas, Dunedin, New Zealand. March 18-19, 2010. Dickson, G., Phelps, S., & Moes, H. (2010). Explaining the under-utilisation of ambush marketing legislation. 16th Annual Sport Management Association of Australia and New Zealand Conference, Victoria University, New Zealand. Hull, J. S. (2010). New entrepreneurial service models for tourism: cases from the New Zealand Tourism Research Institute’s Tourism and Community Programme. Presentation to University of Trento’s eTourism Research Group. June 10th, 2010. Trento, Italy. Hull, J. S., & Johannesson, G. (2009). Creative tourism: promoting participatory visitor experiences. Presentation to Svartarkot Research Centre, Iceland. January 29, 2010. Hull, J. S., & Losekoot, E. (2010, September 23-25). Customer orientation of cruise destinations in Newfoundland and Labrador, Canada -- are they ready for challenging economic times? Presentation to the 19th Nordic Symposium, Akureyri, Iceland. Hull, J. S., & Patterson, C. (2010). Training and mentoring workshops: interpretation, business viability, marketing, restaurant/culinary, and giftshop/admissions. Presentation to Blackfoot Crossing Historical Park, Alberta, Canada. May 17-21st, 2010. Siksika First Nation Reserve, Canada. Hull, J. S. (2010). Promoting participatory visitor experiences that integrate adventure and culture. Presentation to the University of Calgary Adventure Tourism Course. May 14, 2010. Calgary, Alberta. Hull, J. S. (2010). ‘Creating’ sustainable tourism products. Presentation to Listen to the Voices of the Villages Workshop. European Regional Development Fund. June 11th, 2010. University of Trento, Trento, Italy. Lemelin, R. H., Dawson, J., Stewart, E., Maher, P., & Lück, M. (2010). Last-Chance Tourism: The Dark Side of Arctic Travel. The 2nd International Polar Tourism Research Network (IPTRN) Conference Tourism, People and Protected Areas in Polar Wilderness, June 13-16, 2010, Abisko, Kiruna municipality, Sweden.
44 Phelps, S., & Dickson, G. (2010). Full of sound and fury signifying nothing: The implementation of ambush marketing legislation. New Zealand Tourism and Hospitality research Conference, AUT University, New Zealand. Rhodda, S. (2010). Tourism and Culture in New Zealand: The Way Forward. Paper presented at Fundación ONCE 3rd International Congress on Tourism for All, November 24-26, Valladolid, Spain.
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