Tourism Destination Development - Case Study Example

Executive Summary New Zealand as a destination has great appeal as it has unspoilt natural surroundings and scenic splendor. With changes in demands, different forms of tourism were devised. Eco tourism in various forms has been in existence in New Zealand since the late 1980s and marine-based tourism in particular is a great attraction in New Zealand. Despite having two regulatory bodies to control and guide the industry, various challenges exist in developing New Zealand as a destination for eco tourism. Marine mammals react and change their behavior in response to boat or human proximity. This area needs further research so that tourism could be maximized without causing any harm to the marine mammals. Unauthorized vessels carry tourists which causes tension between them and the permitted tour operators. Measures have to be adopted to ensure development by way of investing in promotion, research, education and training. The local communities could be involved to operate as guides and in educating the tourists. 1. Introduction 1.1 Overview and Governance – Tourism in New Zealand The nature of tourism has changed in the last decade and new kinds of tourism particularly ecotourism has emerged as the fastest growing segment within the travel and tourism industry (Herbig & O’Hara, 1997). Ecotourism involves travel to experience natural environment or settings. It is responsible travel which conserves the natural environment and sustains the well-being of the people. In order to achieve these objectives tourism must be sustainable from an economic, political, social and environmental point of view (Tisdell, 1997). In New Zealand the nature and culture visits have increased manifolds in the last decade (Herbig & O’Hara, 1997). According to the Deputy Secretary of the New Zealand Ministry of the Environment, ecotourism has grown at a rate eight times faster than traditional tourism. NZ is a disadvantaged destination as it lies half-way between the equator and the South Pole, a little bigger than the UK, slightly small than Japan, 2000km east of Australia (Morgan, Pritchard, Piggott, 2003). It comprises of two main islands the north and the south and many small islands with a population of 3 million people (Higham & Carr, 2003). New Zealand is in a unique position to capitalise on its spectacular scenery, native flora and fauna as ecotourism in NZ is in the early stages of development. The commercial ecotourism operations have only been established in the last decade and they are operated and managed by Trusts or the Department of Conservation (DOC) (Higham & Carr, 2003). The DOC has engaged commercial operators to meet stated standards of visitor operations. 1.2 New Zealand Tourism –infrastructure, services and markets It is believed that globally ecotourism accounts for 20 percent of the overall tourism market (Tisdell, 1997). The demand for ecotourism is expected to rise as the education and income level of the people rises and technology leads to easier and safer access to ecotourism sites at reduced costs. This demand is putting pressure on the ecological sustainability and leads to degradation and destruction of ecotourism sites. Ecotourism can lead to incompatible economic uses of land for agriculture, inappropriate tourist development and infrastructures, tourists in excess of what the area can handle and adverse environmental externalities that destroy ecotourist assets like the coral reefs or choke water bodies with weeds. There has been overall growth in the inbound tourism market in NZ but important inbound tourism markets have fluctuated as they are determined by the domestic economies of long-haul tourist markets like United Kingdom, Germany, Japan and United States (Higham & Carr, 2003). Ecotourism in NZ focuses on marine environments, particularly marine mammals, botanical, geological and ornithological resources. Wildlife tourism too also forms a significant element in ecotourism and involves seabirds, marine mammals and native avifauna. The growth and proliferation of eco tourism operations has created difficulties for this sector. Ecotourism can deprive the local people of the resources that they have been using (Herbig & O’Hara, 1997). Once the local economies become dependent on eco tourism, any downturn in tourism impacts their stability. Ecotourism can result in the commercialization of the culture. On the social side ecotourism, with higher disposable incomes in the hands of the local people can give rise to alcohol related disturbances. To develop NZ as a destination for tourism the challenges are many of the most significant being the protection of the endangered species and the well being of the local communities. 2. Challenges in marine-based tourism Marine mammal-based tourism in NZ is wide ranging, species-diverse industry that has increased the demands for boats, land and air-based platforms (Constantine, 1999). Eco-tourism and particularly marine eco-tourism in NZ has given rise to various perplexing management challenges. It has been found that marine mammal behavior changes occur due to interactions with vessels (Lusseau & Higham, 2004), with humans and aircrafts (Constantine, 1999). The marine mammals live in a different environment and they use their senses differently to humans. Their reactions range from changes in movement pattern, increases in dive intervals and increases in swimming speed. The mammals are affected by the proximity to people and close interaction with boats. Aircraft noise is also known to affect some marine mammals (Constantine, 1999). The first commercial operation for whale watching began at Kaikoura in 1987 but now any number of permits has been granted and there is unquantified increase in the viewing of marine mammals from private recreational vessels (Constantine, 1999). The eco tourist enjoys being close to marine mammals in a spectacular setting (Fairweather & Swaffield, 2001). The tourists also value the broader environment and hence do not appreciate the commercial aspects of marine tourism. They prefer to walk in an unspoilt natural environment. The tourists also enjoy the pleasant coastal community interactions. NZ is one of the few countries where swimming with dolphins and seals are permitted. It is possible to swim with four captive common dolphins at Napier Marineland (Constantine, 1999). While a trainer is available for the tourist, the dolphins are not directed by the trainer. It has been found that the dolphins demonstrate avoidance behavior when swimmers are placed in the water. Their reactions differ on whether the swimmers enter the water from the boat or the beach. Kaikoura offers regular whale watching tours. In New Zealand, toothed cetaceans and pinnipeds form the basis of the marine mammal based tourism industry. The ability of cetaceans to communicate depends on their acoustic perceptions. Sea lions in different areas have been known to react differently to the proximity of people. The recent proliferation of tour operators has exerted pressure upon the Doubtful Sound which is home to a small resident population of bottlenose dolphins that rarely leave the fjord for more than a few hours (Lusseau & Higham, 2004). Scenic cruises operate in this area and they rely on bottlenose dolphins as the key natural resource. There is no direct road access to Dolphin Sound. A tourist has to cross a lake (20km) and then drive down another 20km. to access the head of the fjord. Because of the remote location very few private boats utilize this area but private boat traffic has increased. The pressure in this area has increased and has raised concerns and heightened the need for management responses aimed at impact mitigation. Whales and Dolphins attract tourists to one location and keep them there for several days. During such time the tourists also engage in other marine activities like fishing charters, scenic cruises or flights and pelagic bird tours. These activities do not directly utilize dolphins as a resource but these vessels also spend a significant amount of time with the dolphins. It has also been found that dolphins are more sensitive to interactions with boats when they are resting and to a lesser extent when they are socializing. This implies that tourist-vessel dolphin interactions should be minimized to control impact. Whale and dolphin-watching activities are managed under the Marine Mammal Protection Act (MMPA, 1978) and the Marine Mammal Protection Regulations (MMPR, 1992). Doubtful Sound is in a remote area and policing become difficult and expensive. As a result the MMPR do not prevent the non-permitted vessels to interact with the marine mammals if they happen to encounter them. Thus the vessel-mammal interaction keeps rising. The management of this industry is still in its infancy and there are difficulties in enforcing the regulations and guidelines. There have been concerns raised over issuing of permits to operators as operators lack knowledge. The commercial operators too are not able to provide adequate education and guidelines to the tourists undertaking the ventures. Non-permitted vessels also operate freely and interact with the marine mammals but no action can be taken against them because it is difficult to demonstrate their intentions in having interactions with the mammals. This also leads to tensions between permitted and non-permitted tour operators. At the same time, the permitted operators find commercial disadvantages by obtaining the permits (Lusseau & Higham, 2004). They become equal stakeholders and hence are responsible for the sustenance. It is essential to recognize that operators are equal stakeholders when they receive permits for marine based tourism. They have to ensure that harassment to animals is not caused by the tourists or the vessels plying in the area (Constantine, 1999). Guidelines were provided on the minimum distance to be maintained, the number of vessels that could be allowed near the mammals, the speed of the vessels and whether swimming should be allowed or not. While guidelines for issuing permits and for regulating human behavior have been provided, they seem insufficient in the wake of the recent growth in marine-based tourism. As the number of tourists and operators increase, the concern over impacts on this growing industry on both the tourists and the animals also increases. To make marine-based tourism sustainable, to develop NZ as a destination, immediate measures are essential. 3. Overcoming the challenges and making marine-based tourism sustainable Eco tourism itself suggests preservation or natural surroundings and travel in scenic setting. It is infused with the spirit of conservation. This demands preservation of the objects or surroundings that give rise to eco tourism. While NZ is endowed with natural surroundings, it is also endowed with marine mammals, which is being exploited by the government to boost its economy. Eco tourism can be sustained only if it is profitable for the tour operators. The first and foremost requirement is adequate investment in the field. To make eco-tourism sustainable, the government has to take action in preserving the marine mammal. A multi-level marine mammal sanctuary could provide a solution to mitigate the effects of tourism activities on bottlenose dolphins without jeopardizing the sustainability of commercial tourism operations (Lusseau & Higham, 2004). Secondly, investment should be in the area of research to determine the actual impacts of proximity to vessels and people under different situations. The studies available are not very comprehensive. Eco tourism should normally be operated on small scale which ensures quality. This also increases the likelihood of small number of visitors and hence the impacts are within acceptable limits of change (Higham & Carr, 2004). This is not possible in the case of marine based tourism in NZ as NZ received over 100,000 visitors annually. This requires large-scale operations, which if properly developed could become commercially viable. The NZ government adopted a wider perspective of a tourism strategy which stretches beyond the issues of promotion. Tourism New Zealand (TNZ) took an extended view of the tourism stakeholders (Morgan, Pritchard & Piggott, 2003). They realized the importance of enhanced relationships with the stakeholders. Since the operators are equal stakeholders, MMPR should enforce regulations to punish the operators without permits should be in place so that all operators equally are responsible for the outcome. This requires educating the tour operators and the vessel owners. The tour operators in turn have to ensure proper dissemination of information to the tourists upon booking the tours. Overseas promotion should be taken up for marine-based tourism separately as the government is already promoting the image of NZ in different ways like The New Zealand Way and a recent re-imaging as 100% Pure New Zealand (Cloke & Perkins, 2002). NZ is being promoted as a thrilling and adventurous destination and unspoilt natural settings. Similar promotions for whale watching and swimming with dolphins should be used in promotional materials and presentations. Majority of eco tourists are from North America, Europe and Japan. Eco tourists are usually better educated, wealthier, more mature and more environmentally focused (Herbig & O’Hara, 1997). They take longer trips and spend more money per day than normal travelers. Thus, promoting marine-based tourism in the right way can attract the right tourists who are willing to spend and understand the consequences of not complying with regulations and demands of the industry. If the local people in the area are involved to understand the benefits of eco tourism to the community, they would be proactive in enforcing regulations and ensuring sustainability. They could even be encouraged to operate as guides or instructors during the season. This could be done after proper training by the MMPR. The industry is sustainable and promising. It requires the right regulations in place. References: Cloke, C. & Perkins, H. C. (2002).Commodification and Adventure in New Zealand Tourism. Current Issues in Tourism. Vol. 5, No.6, 2002 Constantine, R. (1999). Effects of tourism on marine mammals in New Zealand. Department of Conservation. Available from: http://www.doc.govt.nz/upload/documents/science-and-technical/sfc106.pdf [accessed 08 June 2008] Fairweather, J. R. & Swaffield, S. R. (2001). Visitor Experiences of Kaikoura, New Zealand: an interpretative study using photographs of landscapes and Q method. Tourism Management 22 (2001) 219}228 Herbig, P. & OHara, B. (1997). Ecotourism: a guide for marketers. European Business Review Volume 97 · Number 5 · 1997 · pp. 231–236 Higham, J. & Carr, A. (2003). Defining Ecotourism in New Zealand: Differentiating Between the Defining Parameters within a National/Regional Context. Journal of Ecotourism. Vol. 2, No. 1, 2003 Lusseau, D. & Higham, J. E. S. (2004). Managing the impacts of dolphin-based tourism through the definition of critical habitats: the case of bottlenose dolphins (Tursiops spp.) in Doubtful Sound, New Zealand. Tourism Management 25 (2004) 657–667 Morgan, N. J. Pritchard, A. & Piggott, R. (2003). Destination branding and the role of the stakeholders: The case of New Zealand. Journal of Vacation Marketing 2003; 9; 285 Tisdell, C. (1997). ECOTOURISM: ASPECTS OF ITS SUSTAINABILITY AND COMPATIBILITY. Available from: http://espace.library.uq.edu.au/eserv/UQ:120480/VOL20.pdf [accessed 09 June 2008] Read More