Cook Islands Community Attitudes Towards Tourism FEBRUARY 2021 Introduction • The Cook Islands Community Attitudes Towards Tourism Survey explores the relationships between community and tourism from a number of perspectives including: economic, cultural, environmental and in terms of general quality of life. • COVID-19 related questions were inserted into this round of the survey to get a better understanding of the pandemic impact and community responses. • Online data collection was run with the support of Cook Islands Tourism and Vodafone. The survey ran from 18 December 2020 to 31 January 2021. 1,038 responses were collected. Based on the total population aged over 15 (2016 census) of 13,138 the sample size is estimated to be approximately 8% (NB for ethical reasons the survey only targeted those aged 18 and over). • The analysis focuses on the following data breakdowns: (1) Cook Island Maori and Non-Cook Island Maori; (2) Age group; (3) Island of residence (Rarotonga and Aitutaki); and (4) employment type* (tourism sector and non-tourism sector) *Note: tourism and non-tourism sector are defined based on question “Do you work in and/or own a business in the tourism sector?” (Ref. slide 26) Tourism sector 41% of respondents, non-tourism 59%. Respondent Characteristics Which of the following best describes you? 80 76 70 60 50 40 Percentage 30 24 20 10 0 Cook Island Maori Non-Cook Island Maori Which of the following best describes you? Age group 100 89 90 80 75 70 64 60 50 40 36 Percentage 30 25 20 11 10 0 Cook Island Maori Non-Cook Island Maori 18-29 30-59 60+ Which of the following best describes you? Rarotonga / Aitutaki 90 84 80 74 70 60 50 40 Percentage 30 26 20 16 10 0 Cook Island Maori Non-Cook Island Maori Rarotonga Aitutaki Which of the following best describes you? Tourism / Non-tourism 90 85 80 70 61 60 50 39 40 Percentage 30 20 15 10 0 Cook Island Maori Non-Cook Island Maori Tourism sector Non-tourism sector Which of the following best describes you? Time series 90 80 77 76 73 70 60 50 40 Percentage 30 27 23 24 20 10 0 Cook Island Maori Non-Cook Island Maori 2018 2019 2020 Which of the following best describes you? Cook Island Maori Born in the Cook Islands, lived overseas and have 29 returned home Born in the Cook Islands and have never lived overseas 37 Born overseas and have lived mostly in the Cook 23 Islands Born overseas, lived overseas and have recently 11 returned to the Cook Islands 0 10 20 30 40 Percentage Which of the following best describes you? Non-Cook Island Maori 70 60 60 50 40 37 30 Percentage 20 10 3 0 Permit holder Resident Other What is your gender Male, 33% Female, 67% Which age group are you in? 25 22 21 20 20 19 15 14 Percentage 10 5 4 0 18-29 30-39 40-49 50-59 60-69 70+ Which age group are you in? CI Maori / Non-CI Maori 70 63 59 60 50 40 30 26 26 Percentage 20 15 11 10 0 18-29 30-59 60+ CI Maori Non-CI Maori Which age group are you in? Rarotonga / Aitutaki 70 61 60 60 50 40 30 Percentage 22 23 20 17 17 10 0 18-29 30-59 60+ Rarotonga Aitutaki Which age group are you in? Tourism / Non-tourism 70 64 59 60 50 40 30 Percentage 23 19 20 17 18 10 0 18-29 30-59 60+ Tourism sector Non-tourism sector Where do you live in the Cook Islands? 90 81 80 70 60 50 40 Percentage 30 20 12 10 5 2 0 Rarotonga Aitutaki Atiu Other Where do you live in the Cook Islands? CI Maori / Non-CI Maori 100 89 90 79 80 70 60 50 40 Percentage 30 20 14 8 10 2 5 3 0 Rarotonga Aitutaki Atiu Other Islands CI Maori Non-CI Maori Where do you live in the Cook Islands? Age group 90 83 80 80 78 70 60 50 40 Percentage 30 20 13 12 12 10 4 5 4 6 2 1 0 Rarotonga Aitutaki Atiu Other 18-29 30-59 60+ Where do you live in the Cook Islands? Tourism / Non-tourism 90 83 81 80 70 60 50 40 Percentage 30 20 15 11 10 6 2 2 0 Rarotonga Aitutaki Atiu Other Tourism sector Non-tourism sector Which village do you live in? Village Frequency Percentage (%) Rarotonga Arorangi 175 21% (n=840) Tupapa 132 16% Nikao 114 14% Titikaveka 93 11% Ngatangiia 82 10% Matavera 72 9% Avatiu 34 4% Avarua 16 2% Takuvaine 16 2% Vaimaanga 16 2% Tutakimoa 11 1% Puaikura 9 1% Turangi 8 1% Kauare 8 1% Atupa 7 1% Which village do you live in? Village Frequency Percentage (%) Rarotonga Panama 7 1% (n=840) Ruatonga 6 1% Tikioki 6 1% Rutaki 5 1% Akaoa 4 0% Aroa 4 0% Blackrock 2 0% Takitumu 2 0% Taputapueatea 2 0% Betela 1 0% Papaaroa 1 0% Pue 1 0% Ruwatonga 1 0% Te Au O Tonga 1 0% Vaka Puaikura 1 0% Which village do you live in? Village Frequency Percentage (%) Aitutaki Amuri 40 31% (n=129) Vaipae 27 21% Arutanga 17 13% Nikaupara 15 12% Tautu 15 12% Ureia 8 6% Aratea 2 2% Hahab 1 1% Te Upoko Enua 1 1% Which village do you live in? Atiu Village Frequency Percentage (%) (n=17) Mapumai 7 41% Teenui 5 29% Areora 3 18% Ngatiarua (Mokoero) 1 6% Nikao 1 6% Which village do you live in? Village Frequency Percentage (%) Other Islands Oneroa 10 21% (n=48) Kimiangatau 7 15% Oiretumu 5 10% Atai 4 8% Tamarua 4 8% Omoka 3 6% Ngatiarua 2 4% Takaue 2 4% Tauhunu 2 4% Ivirua 1 2% Taupo 1 2% Teruapunga 1 2% Tukao 1 2% Vaima'aga 1 2% Community Linkages to Tourism Do you work in or own a 41 business in the tourism Yes sector? 59 No 30 50 70 If responded NO Percentage Do you get any income from 19 tourism? 81 Yes No 10 60 110 Percentage Do you get any income from tourism (those not working in tourism)? CI Maori / Non-CI Maori 90 82 80 77 70 60 50 40 Percentage 30 23 20 18 10 0 Yes No CI Maori Non-CI Maori Do you get any income from tourism (those not working in tourism)? Age group 90 82 84 80 76 70 60 50 40 Percentage 30 24 20 18 16 10 0 Yes No 18-29 30-59 60+ Do you get any income from tourism (those not working in tourism)? Rarotonga / Aitutaki 90 82 80 74 70 60 50 40 Percentage 30 26 18 20 10 0 Yes No Rarotonga Aitutaki Do you have family members who work in the tourism industry? 32% Yes No 68% Do you have family members who work in the tourism industry? CI Maori / Non-CI Maori 80 71 70 60 58 50 42 40 29 Percentage 30 20 10 0 Yes No CI Maori Non-CI Maori Do you have family members who work in the tourism industry? Age group 80 74 70 67 62 60 50 40 38 33 Percentage 30 26 20 10 0 Yes No 18-29 30-59 60+ Do you have family members who work in the tourism industry? Rarotonga / Aitutaki 90 80 80 70 67 60 50 40 33 Percentage 30 20 20 10 0 Yes No Rarotonga Aitutaki How often do you talk with tourists? 40 36 35 30 28 25 20 20 Percentage 15 14 10 5 2 0 Daily Weekly Monthly Almost never Never HowHow often often do do you you talk talk with with tourists? tourists? CI Maori / Non-CI MaoriCI Maori / Non-CI Maori 60 51 50 40 30 30 30 25 22 Percentage 20 15 14 10 9 3 1 0 Daily Weekly Monthly Almost never Never CI Maori Non-CI Maori How often do you talk with tourists? Age group 50 45 40 40 35 31 29 30 29 26 26 27 24 25 20 18 Percentage 17 15 15 12 10 3 5 2 1 0 Daily Weekly Monthly Almost never Never 18-29 30-59 60+ How often do you talk with tourists? Rarotonga / Aitutaki 50 46 45 40 36 35 31 30 29 25 20 Percentage 20 15 12 12 10 9 5 2 3 0 Daily Weekly Monthly Almost never Never Rarotonga Aitutaki How often do you talk with tourists? Tourism / Non-tourism 70 65 60 50 40 33 30 30 Percentage 22 20 19 15 10 6 6 1 3 0 Daily Weekly Monthly Almost never Never Tourism sector Non-tourism sector Attitudes towards Tourism Do you think that tourism is good for the Cook Islands? 7% 2% Yes No Not sure 91% Do you think that tourism is good for the Cook Islands? Time series 100 93 93 91 90 80 70 60 50 40 Percentage 30 20 10 6 5 7 1 2 2 0 Yes No Not sure 2018 2019 2020 Do you think that tourism is good for the Cook Islands? CI Maori / Non-CI Maori 120 100 96 89 80 60 Percentage 40 20 8 3 4 0 Yes No Not sure CI Maori Non-CI Maori Do you think that tourism is good for the Cook Islands? Age group 100 90 91 89 90 80 70 60 50 Percentage 40 30 20 9 10 6 7 3 4 0 Yes No Not sure 18-29 30-59 60+ Do you think that tourism is good for the Cook Islands? Rarotonga / Aitutaki 100 90 91 90 80 70 60 50 Percentage 40 30 20 9 10 7 3 1 0 Yes No Not sure Rarotonga Aitutaki Do you think that tourism is good for the Cook Islands? Tourism / Non-tourism 100 95 90 88 80 70 60 50 40 Percentage 30 20 9 10 4 1 3 0 Yes No Not sure Tourism sector Non-tourism sector Tourism as a source of pride and direct benefit 59 31 Percentage 22 24 23 12 11 11 2 4 Strongly disagree (1) Somewhat disagree Neither agree nor Somewhat agree (4) Strongly agree (5) (2) disagree (3) I feel proud to live in a place that can attract many visitors I benefit directly from tourism Tourism as a source of pride and direct benefit I feel proud to live in a place that can attract many 4.3 visitors I benefit directly from tourism 3.5 Mean rating: from Strongly Disagree (1) to Strongly Agree (5) Tourism as a source of pride and direct benefit Time series 4.3 I feel proud to live in a place that can attract many visitors 4.3 4.3 3.4 I benefit directly from tourism 3.5 3.5 Mean rating: from Strongly Disagree (1) to Strongly Agree (5) 2018 2019 2020 Tourism as a source of pride and direct benefit CI Maori / Non-CI Maori I feel proud to live in a place that can attract many 4.3 visitors 4.5 3.3 I benefit directly from tourism 4.1 Mean rating: from Strongly Disagree (1) to Strongly Agree (5) CI Maori Non-CI Maori Tourism as a source of pride and direct benefit Age group 4.5 I feel proud to live in a place that can attract 4.3 many visitors 4.1 3.6 I benefit directly from tourism 3.5 3.4 Mean rating: from Strongly Disagree (1) to Strongly Agree (5) 18-29 30-59 60+ Tourism as a source of pride and direct benefit Rarotonga / Aitutaki I feel proud to live in a place that can attract many