8 New Zealand Tourism Preferences and Product Assessment
There is little research on specific tourism products available for tourists in the Waitaki Catchment. The New Zealand Product: Potential and actual visitor feedback form key markets (2002) is discussed in order to fill this gap by showing how particular Waitaki Catchment activities are likely to be perceived by presenting how these activities are generally perceived in New Zealand.
AC Nielsen. 2002. New Zealand Product: Potential and Actual Visitor Feedback from Key Markets. Tourism New Zealand.
"The activities visitors are most likely to include in their itinerary are ones that involve ways of experiencing the icons (i.e. 'the emotive hooks') that make New Zealand unique. For instance, activities which involve New Zealand scenic beauty and natural wonders ..." (AC Nielsen, 2002, p. 4).
This report states there are three distinct groups that visit New Zealand:
- Active doers - this group want to experience what New Zealand has to offer in a physically active way;
- Variety seekers - these visitors want to sample a bit of everything New Zealand has to offer and;
- Scenic explorers - While this group will do a variety of activities during their stay in New Zealand, they are mainly interested in exploring New Zealand's natural wonders (AC Nielsen, 2002, pp. 4-5).
The Waitaki Catchment has the potential to provide tourism products to all of these groups.
The aim of this research was to "understand demand for experiences among the actual and potential consumers that comprise Tourism New Zealand's target market (interactive travellers)" (AC Nielsen, 2002, p. 11). There is a similar need to develop better understanding of tourist experiences in the Waitaki Catchment. The information that comes from this study shows that visitors want to engage in activities that are potentially available in the Waitaki Catchment.
The following is a selection of activities that have been reviewed nationally and have the potential to be offered in the Waitaki Catchment in the future.
AC Nielsen, 2002
Jet boating
Overall satisfaction: 48% rating it superb (top third of all activities):
- Strengths:
- having a level of thrill that was appropriate for the visitors participating in the jet boating experience
- the jet boat was in an area of spectacular scenery
- the boats and equipment being up to date
- friendly operators who were passionate about the activity and surrounding environment (AC Nielsen, 2002, p. 62).
Tramping/hiking
Overall satisfaction: 66% rating it as superb (top third of all activities):
- Strengths:
- spectacular scenery, which was very important to the activity and which participants were very satisfied with
- the right level of exertion
- activity operators that were passionate, friendly and real 'New Zealanders'
- value for money
- the opportunity for learn. DoC were noted in the qualitative research as being helpful and informative (AC Nielsen, 2002, p. 73).
Sailing
Overall satisfaction: 51% rating it as superb (top third of all activities):
- Strengths:
- value for money
- modern up-to-date equipment
- passionate, friendly operators
- there not being too many other tourists around
- the ability to learn (AC Nielsen, 2002, p. 75).
Scenic bush walks
Overall satisfaction: 46% rating it as superb (top third of all activities):
- Strengths:
- friendly, passionate operators
- value for money
- not too many tourists or operators around during the walk (AC Nielsen, 2002, p. 76).
Sea fishing
Overall satisfaction: 46% rating it as superb (top third of all activities):
- Strengths:
- the spectacular scenery
- the ease to arrange it
- operators that were passionate and friendly (AC Nielsen, 2002, p. 77).
Skiing
Overall satisfaction: 37% rating it as superb (middle third of all activities):
- Strengths:
- the spectacular scenery: this should be emphasised in marketing material
- the value for money
- the level of safety instruction (AC Nielsen, 2002, p. 78).
Horse treks
Overall satisfaction: 23% rating it as superb (bottom third of all activities):
- Strengths:
- there not being too many other operators or tourist around
- friendly and passionate operators (AC Nielsen, 2002, p. 79).
Golf
Overall satisfaction: 22% rating it as superb (bottom third of all activities):
- Strengths:
- value for money
- the lack of other tourists around (perhaps less crowded courses generally)
- ease of arranging the activity (AC Nielsen, 2002, p. 80).
Scenic flights over glacier
Overall satisfaction: 70% rating it as superb (top third of all activities):
- Strengths:
- the spectacular scenery
- feeling involved in the experience (perhaps by landing on the glacier)
- friendly, and passionate operators
- the opportunity to learn (AC Nielsen, 2002, p. 81).
Scenic boat cruise
Overall satisfaction: 30% rating it as superb (middle third of all activities):
- Strengths:
- the spectacular scenery
- the opportunity to learn
- friendly, passionate, knowledgeable operators
- value for money (AC Nielsen, 2002, p. 89).
Marae visits
Overall satisfaction: 31% rating it as superb (middle third of all activities):
- Strengths:
- a feeling had learnt something from the experience, gaining an insight into Maori cultural forms part of this learning
- operators (includes the performers) that were friendly, knowledgeable 'real New Zealanders', who were passionate about what they were doing
- satisfaction wit the uniqueness was high, i.e. that it couldn't have been done anywhere else in the world (AC Nielsen, 2002, p. 92).
Farm show
Overall satisfaction: 28% rating it as superb (middle third of all activities):
- Strengths:
- providing insights into what farming is really like
- operators that were passionate, knowledgeable and friendly 'real New Zealanders'
- value for money
- learning (AC Nielsen, 2002, p. 93).
Farm visit
Overall satisfaction: 24% rating it as superb (bottom third of all activities):
- Strengths:
- providing insights into what farming is really like
- operators that were passionate, knowledgeable and friendly 'real New Zealanders'
- value for money
- learning (AC Nielsen, 2002 p. 94).
