The potential for tourism diversification in New Zealand

Abstract

This study is designed to investigate if there are sound reasons for tourism development, at the low- and middle-cost levels, in areas other than the main tourist destinations. In order to test this hypothesis, four topics are reviewed in an exploratory study: the effects of tourism in New Zealand; constraints on tourism development; resources available for tourism development; the tourists' perspective of the holiday experience in New Zealand. The results of an investigation of the first three topics supported the case for diversification of tourism, both geographically and across the range of cost-levels. The fourth topic was explored in greatest detail using a questionnaire designed to study tourists' general satisfaction with their stay, their expectations, experiences, perceived benefits and return expectations of a holiday in New Zealand. The questionnaire was administered over ten weeks, at the Christchurch and Wellington International airports, to Australian visitors leaving New Zealand. One hundred sets of data were collected, which were analysed using the statistical analysis (SAS) package of the IBM 4341. The findings from the data throw light on the potential benefits of diversification in low-and middle-cost tourism, in areas other than the main tourist destinations, in New Zealand.