The Role of Technology in Promoting Environmental Conservation and Cross-Cultural Understanding: Lessons From Ridgeline Wanaka

Abstract

Summary This case study offers valuable insights into the field of tourism business studies through the analysis of three interviews with Mark Orbell, the founder of Ridgeline Wanaka. With a focus on connecting individuals with nature through private walks, off-road safaris, and photography tours, the business simultaneously emphasizes the importance of conservation and cross-cultural understanding through technology. Mark Orbell’s commitment to preserving the Wanaka region’s natural beauty and biodiversity serves as the fundamental cornerstone of Ridgeline Wanaka’s overarching business strategy. By conducting interviews that spanned the periods prior to, during, and after the COVID-19 pandemic, this study sheds light on the challenges encountered by the business and showcases the implementation of innovative cross-cultural strategies. In conjunction with advancements in technology and an emphasis on conservation tourism, cross-cultural understanding emerges as a pivotal element within Ridgeline Wanaka’s business strategy, playing a critical role in elevating the quality of tourism service delivery and cultivating authentic and meaningful visitor experiences. Information © The Authors 2023