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    Looking back at Te Tāpoitanga Māori: overview of a participatory research programme on rural Māori tourism development

    Horn, Chrys; Wilson, Jude; Fitt, Helen; Doherty, Joanna; Tahi, Brenda; Cranwell, Iaean
    Abstract
    The objectives of this research are: To understand tourist interest in Māori cultural tourism products, and To learn about working through the challenges that rural Māori have in developing tourism businesses. Demand for Māori ecotourism is relatively small within New Zealand tourism, and international visitors know surprisingly little about products that are not the standard kapahaka show. When they experience these more subtle forms of Māori tourism, however, they enjoy them. This implies three things. First, there is potential to grow the market for ecocultural tourism products. Second, New Zealand tourism marketing needs to reflect a greater diversity of Māori tourism products. Third, eco-cultural tourism businesses need to work carefully on locating their market and thinking about how best to sell to them in the current tourism climate.... [Show full abstract]
    Keywords
    rural tourism development; Te Tapoitanga Maori; tourism demand; isolated rural locations; Maori tourism
    Fields of Research
    1506 Tourism; 150603 Tourism Management
    Date
    2009
    Type
    Monograph
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    • Department of Tourism, Sport and Society [625]
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    © Landcare Research New Zealand Ltd 2009. This information may be copied or reproduced electronically and distributed to others without restriction, provided Landcare Research New Zealand Ltd is acknowledged as the source of information. Under no circumstances may a charge be made for this information without the express permission of Landcare Research New Zealand Ltd.
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