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Experiencing Cultural Tourism: Visitors at the Maori Arts and Crafts Institute, New Zealand

University of Waikato Management School, New Zealandcaryan{at}waikato.ac.nz

Opal Higgins

This study reports results derived from semistructured interviews with 40 visitors to the Maori Arts and Crafts Institute in Rotorua, New Zealand. The article discusses briefly the mode of data capture used and adopts an approach of identifying classifications of a primarily functional nature to list reasons why people visit such a site and what it is they seek. In general, visitors reported high levels of satisfaction, yet the cultural component of their experience was primarily reported in terms of the visit being informative and entertaining. Additionally, whereas modest levels of interest in things Maori seemed to motivate visits to other Maori sites, the actual list of other locations being nominated was few in number. The impression results that visits are made to Maori sites because this is a "done thing" when visiting New Zealand, but overall, the level of interest shown by most visitors in indigenous culture is modest.

Key Words: indigenous tourism • cultural tourism • Maori • New Zealand

Journal of Travel Research, Vol. 44, No. 3, 308-317 (2006)
DOI: 10.1177/0047287505279002


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