Lincoln University Digital Thesis Copyright Statement The digital copy of this thesis is protected by the Copyright Act 1994 (New Zealand). This thesis may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use: you will use the copy only for the purposes of research or private study you will recognise the author's right to be identified as the author of the thesis and due acknowledgement will be made to the author where appropriate you will obtain the author's permission before publishing any material from the thesis. FREE INDEPENDENT TRAVELLERS: THE UNKNOWN TOURISTS. A thesis submitted in partial fulfilment of the requirements for the degree of Master of Applied Science in the University of Canterbury by Diana K. Parr Department of Parks, Recreation and Tourism Lincoln College 1989 ABSTRACT The purpose of this study is to describe and examine the tourist market segment of inbound holiday visitors to New Zealand who choose to travel without pre-booking their holiday. These travellers are known as Free Independent Travellers (FITs). They are considered to be a growth segment, but there is little known of their activities in New Zealand, who they are or why they choose to travel independently. Information about travellers and FITs in particular was collected through exit interviews at New Zealand's largest ports (Auckland and Christchurch international airports) during February and March 1988. As well as containing a description of holiday characteristics, demographic characteristics and lifestyle profiles of FITs, the results of the study indicate that: 1) some demographic and holiday characteristics are significantly associated with an independent travel style, 2) segmenting FITs using lifestyle identified five segments which were given descriptive names of, Sports People, Budgeters, Gregarious, Family Oriented and Comfort Seekers. Each lifestyle is associated with particular demographic and holiday characteristics consistent with their central life interest. This market research infonnation could be utilised by tourism planners involved in designing suitable products and services for independent travellers. Key words: FIT, tourism, New Zealand, market segment, independent, lifestyle. Contents LIST OF FIGURES........ ...................................................................... ........................... i LIST OF TABLES ........................................................................................................... ii ACKNOWLEDGEMENTS ............................................................................................. iii CHAPTER 1 INTRODUCTION ............................................................................... 1 CHAPTER 2 LITERATURE REVIEW................................................................... 4 2.1 INTRODUCTION ............................................................................................... 4 2.2 NATIONAL AND REGIONAL PLANNING .................................................... 4 2.3 TREND TOWARDS AN INDEPENDENT TRA VEL STYLE ......................... 6 2.3.1 World-wide trend towards an independent travel style ......................... 7 2.3.2 New Zealand trend towards an independent travel style ....................... ·8 2.4 RESEARCH TECHNIQUES. ............................................................................. 9 2.4.1 Demographic versus behavioural research ............................................ 9 2.4;2 Lifestyle segmentation .......................................................................... 10 2.4.3 New Zealand lifestyle research.............................................................. 12 2.5 MOTIVATIONS ................................................................................................. 13 2.5.1 Inner directed people ............................................................................. 13 2.5.2 Intrinsic motivations .............................................................................. 14 2.5.3 Social interaction ................................................................................... 14 2.5.4 Change versus familiarity...................................................................... 15 2.5.5 Familiarity with destination cycle ......................................................... 17 2.5.6 Travel is freedom ........................................................................ ~........ 18 CHAPTER 3 METHOD OF ENQUIRy.................................................................... 19 3.1 OBJECTIVES FOR THIS STUDy.................................................................... 19 3.2 DEFINITION OF TERMS .................................................................................. 20 3.3 RESEARCH DESIGN ........................................................................................ 21 3.3.1 Study A. FIT interviews ....................................................................... 22 3.3.2 Study B. Extract of NS interviews ...................................................... 24 3.3.3 Limitations ............................................................................................ 24 3.4 DATA PROCESSIN"G TECHNIQUES .............................................................. 25 3.5 RESPONSE RATE ............................................................................................. 26 CHAPTER 4 OBJECTIVE A. CHARACTERISTICS ASSOCIATED WITH A FREE INDEPENDENT TRAVEL STYLE ............................................... 28 4.1 INTRODUCTION ............................................................................................... 28 4.2 HOLIDAY CHARACTERISTICS ASSOCIATED WITH A FREE INDEPENDENT TRA VEL STYLE ................................................................... 29 4.2.1 Comparison of length of visit of FITs and Tourists ... ............ ........ ....... 29 4.2.2 Comparison of travel group of FITs and Tourists ................................. 30 4.2.3 Comparison of expenditure of the holiday of FITs and Tourists .......... 32 4.3 DEMOGRAPHICS ASSOCIATED WITH A FREE INDEPENDENT TRAVEL STYLE ............................................................................................... 34 4.3.1 Comparison of age and sex of FITs and Tourists .................................. 34 4.3.2 Comparison of country of residence of FITs and Tourists .................... 36 4.3.3 Comparison of occupation of FITs and Tourists ................................... 37 4.3.4 Repeat visitors ....................................................................................... 38 4.4 SUMMARY ........................................................................................................ 39 CHAPTER 5 OBJECTIVE B. DESCRIPTION OF FITS .................................. ~. 40 5.1 INTRODUCTION ............................................................................................... 40 5.2 HOLIDAY CHARACTERISTICS ..................................................................... 40 5.2.1 Before arriving in New Zealand ............................................................ 41 5.2.1.1 Bookings ............................... ;............................................. 41 5.2.1.2 Travel group ........................................................................ 41 5.2.1.3 Purpose of holiday .............................................................. 43 5.2.1.4 Information about New Zealand .......................................... 44 5.2.1.5 Equipment brought .............................................................. 45 5.2.2 In New Zealand ..................................................................................... 46 5.2.2.1 Length of stay...................................................................... 46 5.2.2.2 Holiday components ............................................................. 47 5.2.2.2.1 Transport ....................................................... 47 5.2.2.2.2 Accommodation ............................................ 51 5.2.2.2.3 Activities ....................................................... 53 5.2.2.2.4 Com bin a ti 0 n s 0 f t ran s p 0 r t s , accommodations and activities .................... .. 58 5.2.2.3 Travel guides .................. :................................................... 60 5.2.2.4 Travel passes .................................................................... :.. 62 5.2.2.5 Where FITs travelled in New. Zealand .............................. .. 63 -'.'. 5.2.2.6 Who FITs spent their time with ......................................... .. 64 5.2.2.7 Food .................................................................................. .. 65 5.2.2.8 Holiday highlight .............................................................. 66 5.2.2.9 Expenditure ......................................................................... 67 5.2.3 Holidaydestirtations other than New Zealand ...................................... 72 5.2.4 Holiday satisfaction .............................................................................. 75 5.2.4.1 Rating holiday characteristics ............................................ .. 75 5.2.4.2 Problems arranging the holiday .......................................... 77 , '.J 5.2.4.2 In hindsight ........................................................................ 78 5.3 DEMOGRAPHICS ............................................................................................ 79 5.3.1 Age and sex ........................................................................................