Putting Kaikōura back on the map: An analysis of tourism recovery in the aftermath of a natural disaster

Abstract

On 14 November 2016, a magnitude 7.8 earthquake struck close to the tourist town of Kaikoura, with massive repercussions for the tourism industry. This impact was due not only to the damage sustained to tourism attractions and accommodation, but because the town was effectively cut off from its key tourist markets for an extended period of time. This paper analyses the tourism recovery process over the past two years in the town, focusing on the recovery marketing efforts, and initiatives to develop new, or renewed, tourism products. This research reveals that a collaborative and strategic approach to the recovery process has resulted in little reputational damage to the town and has provided opportunities and stimulus of collaboration and innovation which should result in Kaikoura being a more resilient tourist destination in the future.