Cultural Impacts of Tourism
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Cultural Impacts of Tourism
TOMG200 Tourism Management & Environment
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The Cultural Impacts of Tourism
• Culture is “the set of distinctive spiritual, material, intellectual and emotional features of society or a social group, and that encompasses, in addition to art and literature, lifestyles, ways of living together, value systems, traditions and beliefs”
(UNESCO – cited in Hall & Lew, 2009: 141)
• Socio-cultural impacts of tourism ( - see chapter 4 in Hall & Lew, 2009)
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In this lecture:
Reflections on my role in Māori tourism research
Opportunities for Māori Tourism Key issues, barriers & impediments Future journey of Māori in tourism Study group discussion (3)
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Reflections on my Role in Māori Tourism Research 1997 - 1999: Strategies for Sustainable
Māori tourism 2000 – 2001: He Matai Tapoi Māori 2000 – 2004: Sustainable Tourism
Planning & Development (FRST) Demand & supply (McIntosh, 2004) Cross-cultural experiences Kaupapa Māori research: Māori-centred
Tourism (McIntosh, Zygadlo & Matunga, 2004) Importance of meaningful
relationships, process and sensitivities Supervision of Māori research students
(partnerships)
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Māori Tourism - Opportunities
Experiences based on gazing, lifestyle, authenticity, personal interaction and informal learning (McIntosh, 2004); physical and emotional involvement, translation and explanation (Colmar Brunton, 2004)
Need to overcome “seen it once before” and “lack of time” barriers.
Potential to deliver cultural information as an added-value product to tourism experiences (McIntosh, 2004)
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Tourist Perceptions of Māori Culture (McIntosh, 2004)
• High level of awareness but prior knowledge was limited.
• Impressions were traditional, stereotypical.
“rugby”, “tribal”, “dark skin”, “dance performance”, “tongue sticking out”, “traditional”, “exotic”, “different”.
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Extent of Cultural Motivation (McIntosh, 2004)
• Not a primary motivation for visiting New Zealand
• Important experience of “difference” or “exotic other”
• Emphasis on gazing rather than cultural understanding
• Majority reported gaining an experience / knowledge of Māori culture
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Implications (McIntosh, 2004)
• Tourists may seek similar experiences from their encounters with indigenous peoples.
• Less formally structured ‘meaningful’ interaction or added-value product may constitute the most appropriate development option.
• Raises important implicatons for product development and sustainable tourism.
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Key issues, Barriers & Impediments
Lack of opportunities to market Māori tourism.
Stereotyped “Other”. Perceived quality & range of product Insufficient representation on key
industry organisations. Lack of capital investment. Lack of education & training resources. Lack of research in Māori tourism issues. Lack of national strategy to improve
Māori involvement, participation & representation.
Need for self-determined development.
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Marketing New Zealand’s ‘Indigenous Advantage’
– Issues for Sustainable Māori Tourism
• 2 key issues relating to cultural identity:– Authenticity– Inclusivity
• Marketing culture for tourism, not marketing cultural tourism
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Concluding Remarks
Most of the literature on indigenous people’s role in tourism emphasises the role of their culture as a tourism product rather than a process.
There is a need to rethink the way Māori tourism is defined, developed and promoted: – it’s perhaps about marketing cultural tourism rather than marketing culture for tourism.
How can ‘sustainable’ cultural tourism be achieved?
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Sustainable Tourism Management
“Development that meets the needs of present tourists and host regions while protecting and enhancing opportunity for the future”
(WTO, 1997) [p.218].
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In Conclusion:Sustainable (Indigenous) Cultural Tourism
Management involves:
• Recognising the importance of cultural identity• Looking after it/them• Developing mutually beneficial partnerships• Incorporating cultural issues in business planning• Marketing & promoting cultural products responsibly• Providing high quality visitor experiences• Respecting indigenous rights and obligations / being
sensitive to cultural issues• Achieving cultural empowerment
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The Future Journey for Māori Tourism?
Increased participation. Build Māori capability. Māori culture & identity
is protected. Commitment from successive governments. Partnerships & a whole of sector approach for regional
tourism planning, development & marketing. Greater emphasis on Māori self-determination for
development that is culturally sustainable.
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Individual Discussion Question (3)Watch the videos of case studies Tamaki Tours and Whale of a Tale (Whale Watch Kaikoura) – on MyWeb & You Tube clip: http://www.youtube.com/watch?v=B9_WKOIOobQ
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Individual Discussion Question (3)
Question:How can ‘sustainable’ Māori cultural tourism be achieved?