Abstract
The study of ecotourism is well advanced in the international context, particularly in countries such as Canada, Australia and the United States. No depth of detailed information exists in New Zealand where a lack of comprehensive analysis of the ecotourism sector is currently the case. This research was designed to achieve a more clear profile and understanding of visitors to ecotourism operations in New Zealand, and their ecotourism experiences.
A mixed-methods approach that involved two research phases was adopted by the researchers. The first phase (1999-2000) employed qualitative methods including participant observations and interviews to provide insights into ecotourism experiences in New Zealand. The second phase of the research (2000- 2001) involved the development and administration of a questionnaire which generated a sample of 967 valid responses. The methodology required the researchers to consider the definition of ecotourism within the wider field of nature-based tourism. A database of nature-based tourism operations (n=479) was developed from which 247 ecotourism operations were identified. Selection criteria were then employed in the selection of 12 ecotourism operations throughout New Zealand at which data collection took place.
The research identified that the ecotourism sector in New Zealand is in the early stages of development. This avenue of development adds value to the natural environment in New Zealand. Visitor profiles revealed that the majority of visitors to ecotourism operations originate from New Zealand, the United Kingdom, the United States, Germany and Australia. Visitors reported the propensity to visit multiple ecotourism operations during their travel itineraries. In terms of environmental values, visitor profiles were found to be diverse with both experts and novices represented within the study sample. Ecocentric rather than anthropocentric values featured prominently in the New Zealand ecotourism visitor profile. Visitors reported a high level of satisfaction with ecotourism operations that they experienced. They also reported measures that could be adopted to enhance visitor satisfaction. These related to increasing awareness of the environment, and specific behaviour guidelines to mitigate visitor impacts.
The researchers conclude that developing ecotourism professionally in the New Zealand context is critical to the future of this sector. The adoption of accreditation programmes and quality standards are important initiatives in this process. At present no national ecotourism association exists in New Zealand, nor is there a recognised national certification programme for ecotourism operators, guides and/or interpreters. Visitors to ecotourism attractions proved to be mindful of a range of environmental issues, which supports the need for ecotourism operations, as well as local communities and industry, to demonstrate a commitment to environmental management (e.g., waste management, energy efficiency, water pollution and recycling). Visitors reported a high level of satisfaction but also favoured specific interpretation and behaviour guidelines to mitigate visitor impacts and increase visitor awareness of environmental issues.
The researchers recommend the continuation and expansion of accreditation initiatives. The extent to which ecotourism operators succeed in providing sustainable, low impact visitor experiences is viewed critically by many visitors, as is the extent to which ecotourism operations contribute to conservation in valuable and meaningful ways. Increasing awareness of adverse visitor impacts, and providing specific behaviour guidelines to mitigate potential visitor impacts are generally viewed as an important aspect of an ecotourism operation. Finally, it is recommended that the tourism industry continue to fulfill an advocacy role voicing support for sustainable industries and communities in New Zealand.