Domestic families at New Zealand visitor attractions: a family visitor and attraction management perspective

Abstract

For many people, family is the most important element of their life and family time spent together is highly desirable. However, it often constitutes a challenge and requires certain aptitude to engage a family in activities together, because a family usually consists of at least two generations each holding distinct interests. Quality family time together (indicating meaningful interaction) is important in order to function well as a family and has become ever more desired as the hurried pace of life places stresses upon families. Since joint family activities have positive contributions to family cohesion, family interaction, and overall satisfaction with family life, visitor attractions become increasingly important for them as enablers of the desired family time. This thesis assesses the role of domestic family visitors to three New Zealand visitor attractions from a visitor experience and managerial perspective. Research results may help the management of the visitor attractions to improve experiences important for families and thus support healthy family functioning. In particular, this study investigates the family characteristics and experiences in terms of motivations and anticipations before the visit and on-site experiences during the visit as well as managerial approaches of the visitor attractions. It further examines potential discrepancies between the interests of domestic family visitors and the managerial approaches of the attractions. Data to answer the research questions are collected by using a multi-case study strategy which includes three Christchurch visitor attractions: Orana Wildlife Park, Willowbank Wildlife Reserve, and the Antarctic Attraction. Questionnaires with New Zealand families at the attractions (n = 300) and semi-structured face-to-face interviews with visitor attraction managers (n = 4) are conducted in order to generate information about the visitor attractions and their family visitors. The study confirms that domestic family visitors and the visitor attractions are important for each other. Findings reveal that the substantial knowledge of the attractions' management about the motivations and interests of families during a visit is used to provide experiences which enable families to spend a day being a good functioning unit. Family visitors seek these ideal experiences and the attraction managers aim at providing these experiences. However, the managers' awareness of the needs and interests of children at the visitor attractions emerges to be insufficient and might need to be improved through future research.