A Profile of Tourism in the Lake Waikaremoana Region: Independent Visitation in Rural New Zealand
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A Profi le of Tourism in the Lake Waikaremoana Region Independent visitation in rural New Zealand Helen Fitt Chrys Horn Jude Wilson Landcare Research Science Series No. 33 A Profile of Tourism in the Lake Waikaremoana Region: Independent Visitation in Rural New Zealand Helen Fitt, Chrys Horn Landcare Research Jude Wilson Landcare Research Science Series No. 33 Lincoln, Canterbury, New Zealand 2007 © Landcare Research New Zealand Ltd 2007 This information may be copied or reproduced electronically and distributed to others without limitation, provided Landcare Research New Zealand Limited is acknowledged as the source of information. Under no circumstances may a charge be made for this information without the express permission of Landcare Research New Zealand Limited. CATALOGUING IN PUBLICATION Fitt, Helen A profile of tourism in the Lake Waikaremoana region: independent visitation in rural New Zealand / Helen Fitt, Jude Wilson, Chrys Horn. - Lincoln, N.Z. : Manaaki Whenua Press, 2007. (Landcare Research Science series, ISSN 1172-269X; no. 33) ISBN 978-0-478-09387-2 1. Tourism – New Zealand. I. Wilson, Jude. II. Horn, Chrys, 1963-. III. Title. IV. Series. UDC 338.48(931.217.7) Edited by Anne Austin Layout design Typesetting by Wendy Weller Cover design by Anouk Wanrooy Published by Manaaki Whenua Press, Landcare Research, PO Box 40, Lincoln 7640, New Zealand. 3 Contents 1. Summary.............................................................................................................................6 2. Introduction........................................................................................................................9 2.1 About Te Tapoitanga Maori.......................................................................................9 2.2 About Lake Waikaremoana........................................................................................9 2.3 Methods ..................................................................................................................12 3. Results..............................................................................................................................15 3.1 Demographic of sample ...........................................................................................15 3.2 Motivations and repeat visits ...................................................................................19 3.3 Classifying visitor types ............................................................................................25 3.4 Travel and planning .................................................................................................29 3.5 Accommodation.......................................................................................................43 3.6 Activities ..................................................................................................................57 3.7 Guiding....................................................................................................................87 3.8 Wish list...................................................................................................................94 4. Summary of Main Findings................................................................................................96 4.1 Lessons for local business.........................................................................................96 4.2 Summary and implications for New Zealand tourism..............................................101 5. Concluding Thoughts......................................................................................................105 6. Acknowledgements.........................................................................................................105 7. References ......................................................................................................................106 Appendix 1 – Questionnaire............................................................................................108 Appendix 2 – Map of survey area....................................................................................117 Tables, charts and maps Table 1: Normal place of residences of domestic and international respondents .......................16 Table 2: Mean age of respondents by survey week and gender................................................17 Table 3: Mean age of respondents by survey week and origin..................................................17 Table 4: Prior knowledge or experience as a reason for visiting................................................20 Table 5: Environment as a reason for visiting...........................................................................20 Table 6: Activities as a reason for visiting.................................................................................20 Table 7: Companionship as a reason for visiting.......................................................................21 Table 8: Examples of other reasons for visiting.........................................................................21 Table 9: Repeat visits by domestic respondents by travelling time from home..........................22 Table 10: Mean length of stay of respondents by stated likelihood of return..............................23 Table 11: Characteristics of different visitor types ......................................................................27 Table 12: Motivations for visiting by visitor classification ...........................................................29 Table 13: Transport modes used by respondents to access the region ........................................30 Table 14: Private and rental vehicle use by domestic and international respondents ...................30 Table 15: Return routes used by respondents to access Lake Waikaremoana..............................32 Table 16: Respondents’ mean length of stay by travel route.......................................................36 Table 17: Lake Waikaremoana as part of a longer trip by visitor classification ............................36 4 Table 18: Popular pre-visit destinations by visitor classification ...................................................37 Table 19: Popular post-visit destinations by visitor classification .................................................37 Table 20: Most popular information sources used by visitor classification...................................40 Table 21: Use of information sources by respondents of different visitor classifications ..............41 Table 22: Most popular information sources used by visitor origin .............................................41 Table 23: Number of respondents staying in each type of accommodation ................................45 Table 24: Mean ages of respondents in different accommodation types.....................................47 Table 25: Percentage of nights pre-booked for each accommodation type..................................48 Table 26: Percentage of respondents booking accommodation in advance.................................49 Table 27: Number and length of advance accommodation bookings..........................................50 Table 28: Number of respondents selecting different accommodation options............................53 Table 29: Demographics of those selecting each of the accommodation options........................54 Table 30: Types of accommodation in which respondents would not consider staying ...............55 Table 31: Activities undertaken or intended by respondents.......................................................58 Table 32: Number of respondents selecting different activity options.........................................61 Table 33: Mean age of respondents undertaking different tramps..............................................62 Table 34: Percentage of visitors undertaking tramps by visitor classification and type of tramp ..63 Table 35: Percentage of visitors undertaking tramps by visitor origin and type of tramp.............63 Table 36: Differences between accommodation options selected by those who selected guided or independent tramps...................................................................................................66 Table 37: Differences between accommodation options selected by those who selected day or overnight tramps .......................................................................................................66 Table 38: Preferences for Maori accommodation options expressed by guided and independent trampers....................................................................................................................67 Table 39: Differences in information source use between guided and independent trampers ......67 Table 40: Activity preferences of women who went fishing but did not select fishing from the activity options list ....................................................................................................69 Table 41: Percentages of men and women who were interested in fishing who chose guided and independent fishing ...................................................................................................70 Table 42: Percentages of discovering, familiar and attached visitors who were interested in fishing who chose guided and independent fishing ...............................................................71 Table 43: Classification of visitors selecting hunting from the options list...................................72 Table 44: Accommodation preferences of