Food, Tourism and Destination Differentiation: the Case of Rotorua, New Zealand
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Food, Tourism and Destination Differentiation: The Case of Rotorua, New Zealand Rose Steinmetz A thesis submitted to the Auckland University of Technology in fulfillment of the requirements for the degree of Master of Philosophy (MPhil) 2010 School of Hospitality and Tourism Primary Supervisor: Simon Milne CONTENTS Table of contents i List of tables iv List of figures v Attestation of authorship vi Acknowledgements vii Ethics approval vii Abstract viii CHAPTER ONE: INTRODUCTION 1 1.1 . Food and tourism 4 1.2 . Thesis aims and objectives 9 1.3 Thesis organisation 13 CHAPTER TWO: CONTEXTUAL FRAMEWORK FOR FOOD IN TOURISM 17 2.1. Globalisation, tourism and food 17 2.2. Linking food and tourism 28 2.2.1. Authenticity in tourism 36 2.3. Tourism and regional development 40 2.3.1. Food, tourism and regional development 44 2.3.2. New Zealand food: strengths and opportunities 48 2.3.3. Tourism and regional competitiveness 50 2.3.4. Networks and clusters 54 2.4. Marketing of place 60 2.4.1. Target marketing 66 2.5. New Zealand government policy, yield and regional development 69 CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY 74 3.1 Methodological approach 74 3.1.1 Quantitative and qualitative approaches 76 3.1.2 Overview of the research methodology and process 79 3.2 The case study 80 i 3.3 Secondary data 83 3.4 Content analysis 84 3.5 Informant interviews 92 3.5.1 The questions 98 3.5.2 Analysing the data generated from the interviews 98 CHAPTER FOUR: FOOD AND PLACE: THE CASE OF ROTORUA 103 4.1 Context 103 4.2 Tourism development in Rotorua 106 4.3 Social and environmental impacts of tourism 116 4.4 Food and tourism: inter-sector relationships 117 CHAPTER FIVE: FOOD IN TOURISM PROMOTIONS IN ROTORUA AND IN NEW ZEALAND 128 5.1 Food and tourism in place promotion of New Zealand 130 5.2 Regional Tourism Organisations: promotion of food 135 5.2.1 Regional tourism brochures 141 5.3 Range and types of food promoted 144 5.4 Food themes 149 5.5 Summary 155 CHAPTER SIX: TOURISM AND LOCAL FOOD IN ROTORUA: CONSTRAINTS AND OPPORTUNITIES 160 6.1 Identifying national and regional foods 161 6.2 Constraints in local food supply 172 6.3 Cultural aspects of food in tourism 178 6.4 Food events 188 6.5 Linkage between regional wine and regional food 192 6.6 Promoting food and tourism 194 ii CHAPTER SEVEN: CONCLUSIONS 199 7.1 Summary of the research findings 203 7.1.1 Content analysis 203 7.1.2 The interviews 206 7.1.3 Opportunities 212 7.2 Contributions of the thesis 213 7.2.1 Future research agenda 216 REFERENCES 218 APPENDICES Appendix 1. Interview schedule Appendix 2. Participant information sheet Appendix 3. Consent to participation in research iii TABLES 2.1 Typology of value added in linking food and tourism 53 3.1 Content analysis variables 88 3.2 Food themes 90 3.3 Advantages and disadvantages of the interviews 95 3.4 Respondents in interview process 96 4.1 Domestic and international visits to Rotorua by origin 104 4.2 Spending pattern of a Rotorua visitor 105 4.3 Dining in Rotorua by restaurant type 119 5.1 Brochures and web sites used in the content analysis 129 5.2 Frequency of images, Taste New Zealand 133 5.3 Food promotion RTO web sites 136 5.4 Food coverage RTO brochures 141 5.5 RTO brochures: geographic focus 143 5.6 Key foods used to promote New Zealand cuisine 145 5.7 Key foods used to promote Rotorua cuisine 146 5.8 Key adjectives used to describe New Zealand cuisine 148 5.9 Key adjectives used to describe Rotorua cuisine 149 6.1 Summary of constraints 161 iv FIGURES 1.1 Food tourism as special interest tourism 6 1.2 District of Rotorua 10 1.3 Research framework for linking local food and tourism 12 2.1 Contribution of local food to sustainable development 44 4.1 Early photograph preparing the hangi 110 4.2 Hangi experience, Mitai, Rotorua 120 4.3 Cooking pool, Hell’s Gate 122 5.1 Scenery and food Queenstown 133 5.2 Enjoying a Bluff Oyster 138 5.3 Nelson scallops 139 5.4 Alfresco dining Marlborough 144 5.5 Canterbury lamb 145 5.6 Fresh and healthy 147 5.7 Food themes in tourism marketing 151 5.8 Wild foods, Hokitika 153 5.9 Bay of Islands Farmer’s Market, KeriKeri 154 5.10 Taro, Otara Market, Auckland 154 5.11 Dining out in Rotorua 155 5.12 Hangi food 156 6.1 Tamaki Maori Village 181 6.2 Tamaki Maori Village 182 6.3 Hangi food in pit, Mitai 182 6.4 Hangi experience, Mitai 183 v “I hereby declare that this submission is my own work and that, to the best of my knowledge and belief, it contains no material previously published or written by another person (except where explicitly defined in the acknowledgements), nor material which to a substantial extent has been submitted for the award of any other degree or diploma of a university or other institution of higher learning”. Rose Steinmetz vi ACKNOWLEDGEMENTS I would like to thank the following people who have helped me complete this thesis: Professor Simon Milne for his never-ending patience, encouragement, and guidance. Dr John Hull for his support and guidance. John Norton Lindsay Neill Vladimir Garkavenko Margaret Steinmetz Family Waiariki Tourism Department Work Colleagues Friends and colleagues who were kind enough to give me their professional thoughts and opinions about food and tourism in Rotorua and in New Zealand. New Zealand Tourism Research Institute Waiariki library staff ETHICS APPROVAL As this thesis sought participant input, ethical approval was required from AUT Ethics Committee (AUTEC). Ethics Application Number 04-130 vii ABSTRACT Policy makers, industry and researchers are paying considerable attention to the importance of the relationship between food and tourism in destination differentiation from competitors and in contributing to economic development. There is a vital role for food in broadening a destination’s appeal; increasing visitor yield; enhancing visitor experience; strengthening regional identity; and stimulating growth in other sectors. Thus, food contributes to the overall sustainable competitiveness of a tourism destination. Despite growing research interest in food and tourism, there is still work to be done to bring the relationship of these two elements into focus. In order to better understand the role that food plays in tourism destination differentiation and development this PhD research draws on globalisation theory, world culture theory, tourism development theory and network and cluster theory. Particular attention is paid to the role that global processes play in shaping regional competitiveness and resultant policy initiatives. The empirical focus of the research is on the case of Rotorua, New Zealand, located in the Bay of Plenty in the central North Island. Rotorua is one of the premier tourist destinations in New Zealand, however, on a range of socio- economic indicators it ranks poorly compared with other regions in the country. The region is rich in scenic resources and Maori cultural heritage and these are the main attractions of the district. With the exception of the traditional Maori hangi, the contribution of food in tourism has not been emphasized strongly by regional food/tourism stakeholders. This study argues that greater use of local food in the region’s tourism offers a means of potentially strengthening the district’s development and differentiation. A thorough content analysis of national and regional tourism organisation marketing on the Internet and in brochures reveals that food features prominently in the 100% Pure New Zealand Internet campaign and in a number of regional viii tourism promotions. Rotorua is shown to lag behind many regions in its use of food as a feature of the local tourism experience. Interviews with 50 tourism and food industry experts provide a range of insights into the issues associated with attempting to increase the role of food in tourism in Rotorua, and in New Zealand more generally. A variety of issues and constraints which work against developing the role of food in tourism are identified. The research highlights that there is little in the way of an identifiable regional cuisine in Rotorua. There is also lack of communication between local food and tourism stakeholders and an absence of effective networks. A variety of suggestions are then presented on ways to more effectively link food to tourism in Rotorua. The research highlights the importance of developing regional food network groups and the linking of food into local tourism strategies. The potential to better develop indigenous dimensions of food in tourism is also examined. Not every region can market themselves as ‘food tourism’ destinations but most have some potential to increase the role that local food plays in tourism and development. The Rotorua case shows that there is potential to use food as a tool to achieve destination differentiation and development in regions whose success and renown is based on attractions other than food. ix CHAPTER ONE INTRODUCTION Increased tourism demand and competition between destinations have been attributed to the effects of globalisation (Costa and Buhalis, 2006). Destinations are competing in increasingly contested markets with little to distinguish them from each other (Kotler, Haider and Rein, 1993). This has caused destinations to focus on distinctiveness of place by using local attributes in the launching of innovative, new products and brands, which can help establish a more unique selling proposition (Haven-Tang and Jones, 2006). In recent years food has gained recognition by governments, business, and academics as an integral part of the tourism product, and as a means of differentiation for destinations.