Spoiled for choice! Which sites shall we visit? : Destination Choice of Heritage Attractions In New Zealand’s Bay of Islands Takeyuki Morita A thesis submitted to Auckland University of Technology In partial fulfilment of the requirements for the degree Of Master of International Tourism Management (MITM) 2014 FACULTY OF CULTURE AND SOCIETY SCHOOL OF HOSPITALITY AND TOURISM Supervisor: DR CHARLES JOHNSTON Table of Contents List of Figures ................................................................................................................................. ii List of Tables ................................................................................................................................. iii Attestation of Authorship ............................................................................................................... iv Ethics Approval .............................................................................................................................. v Acknowledgements ....................................................................................................................... vi Abbreviations .............................................................................................................................. viii Abstract ......................................................................................................................................... ix CHAPTER 1: INTRODUCTION ............................................................................................... 1 CHAPTER 2: LITERATURE REVIEW ................................................................................... 10 CHAPTER 3: BACKGROUND ............................................................................................... 40 CHAPTER 4: METHODOLOGY ............................................................................................ 62 CHAPTER 5: FINDINGS AND ANALYSIS ............................................................................ 87 CHAPTER 6: DISCUSSION ................................................................................................ 135 CHAPTER 7: CONCLUSION .............................................................................................. 175 References ................................................................................................................................ 186 i List of Figures Figure 1: Map of New Zealand’s Northland ................................................................................ 52 Figure 2: Map of the Bay of Islands ............................................................................................ 53 Figure 3: The Sea View in the Bay of Islands from Waitangi Treaty Grounds ........................... 54 Figure 4 : Self-Determination Continuum .................................................................................... 70 Figure 5: Cultural Tourist Typology in the BOI .......................................................................... 105 Figure 6: Variables Associated with Tourist’s DD Indicators .................................................... 145 ii List of Tables Table 1: Popular Heritage Sites and Activity in the BOI ............................................................. 60 Table 2: The Response Scales in McKercher's Cultural Tourist Typology ................................. 66 Table 3: List of McKercher's Cultural Tourist Types ................................................................... 67 Table 4: List of Motivations Coded by SDT ................................................................................. 82 Table 5: Code of De-motivation for a Visit to a Known Site ........................................................ 83 Table 6: Origin of the Tourists in the Bay of Islands (Classified by Cultural Distance)............... 89 Table 7: Cross-tabulation of Demographics between Domestic and International Cultural Tourists ........................................................................................................................... 91 Table 8: Cross-tabulation of Age and Income by the Origin of International Tourists ................ 93 Table 9: Cross-tabulation of Main Purpose of Stay and Main Place to Stay between Domestic versus International tourists ........................................................................................... 95 Table 10: Mean Comparison of Significant Different Trip Profile Variables between Domestic and International Tourists ............................................................................................... 97 Table 11: Cross-Tabulation by Income and the Usage of a Vehicle in the Bay of Islands - First Time versus Repeat International Tourists .................................................................. 100 Table 12: Cross-Tabulation of Centrality by Origin (Classified by Cultural Distance) .............. 103 Table 13: Cross-tabulation of Depth of Experience by the Origin of Cultural tourists .............. 104 Table 14: Cross-tabulation of the Cultural Tourist Types of Domestic Tourists by Visitation ... 107 Table 15: Perception regarding Cultural Distance by Type of Cultural Tourist (%) .................. 108 Table 16: Test Results of Cross-tabulation of Motivational and Experiential Semantic Differential Statements (%) by Type of Cultural Tourist ................................................................. 109 Table 17: Amount of Learning as a Result of the Visit to the Bay of Islands ............................ 110 Table 18: Mean Numbers of Tourist’s DD Indicators – First Time Versus Repeat Tourists, Domestic Versus International tourists ......................................................................... 148 iii Attestation of Authorship 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 nor material which to a substantial extent has been accepted for the award of any other degree or diploma of a university or other institution of higher learning. X Takeyuki Morita iv Ethics Approval Since structured survey was conducted in this research, ethical approval was required from AUT Ethics Committee (AUTEC). Approval was received by the Auckland University of Technology Ethics Committee on 24 April 2013 with AUTEC Reference number 13/57. v Acknowledgements This project work has been carried out to meet the academic requirements of Auckland University of Technology for the completion of Master of Tourism Studies. I would like to put on record, my appreciation and gratitude to all who have rendered their support and input. Without them, it would not have been possible for me to shape this study. First of all, I would like to express my deepest appreciation to my supervisor, Dr. Charles Johnston and for his intelligence, continuous guidance and support for the project. Without his clear advice, provocative suggestions, uninterrupted encouragement and patience, I would not have been able to complete such an ambitious, complex and challenging project. Furthermore, I would like to thank Dr. Jane Legget for introducing me to the field of heritage tourism as well as for offering the chance for me to conduct a Student Summership research, where I developed skills regarding survey data collection, quantitative data analysis and journal writing. This knowledge greatly contributed to the development of my research project. I also would like to thank Dr. Hamish Brenner for advice in relation to the formal procedures regarding my research. His reassurance amplified my energy to overcome difficulties faced completing the project. Also, I would like to thank the participants in my survey, who have willingly shared their precious time during lengthy interviews. It was great to meet many nice people who wished me success in my studies, even though they have never met me before. I would like to offer a special thank you to my friends Allen Tracy Reynolds, Mark Kaneko and Satoko Kaneko for their wonderful support and advice. The knowledge of English writing and referencing you offered me is much appreciated. I am also grateful for your encouragement and positive feedback. vi I also would like to give my appreciation to Annie McConnochie for proofreading my thesis. I was very lucky to have such a skilful, intelligent, considerate, passionate and caring proof reader. It was very enjoyable to explain and discuss the project topic with you. I will always remember the help you gave me. I wish to thank all my family: My dearest love Keiko Morita, my cutest girl Shona Morita, my parents Takenori Morita and Yoko Morita, my parents-in-law Yuji Onishi and Kyoko Onishi. Shona, you are always such a cutey and helped me stay refreshed and encouraged me to face my challenges. Keiko, my dearest wife, I cannot express adequately how much I love you and appreciate your support. It has been a difficult time but you always provided undivided support to me without any complaint. Without your support, this project could not have been completed. Last but not the least, I want to thank my friends who helped motivate me, particularly my fellow Shorinji Kempo martial artists. I will always remember and appreciate the many great people who supported me in completing this project. vii Abbreviations AUT Auckland University of Technology BOI Bay of Islands DD Doing the Destination DDM Destination Decision Making DM Decision Making DOC Department of Conservation ICOMOS