Tourists’ appreciation of Maori culture in New Zealand

Abstract

Tourists’ perspectives of indigenous tourism are not fully understood. This paper explores the nature of demand for indigenous tourism with particular attention to the appreciation of indigenous culture gained by tourists. The latter is explored using in-depth interviews with international tourists visiting New Zealand to examine tourists’ motivations, perceptions and experiences of Maori culture. Findings of the present study provide some evidence to support anecdotal conclusions about the similar demands tourists require from their encounters with indigenous peoples. Five central dimensions of experience from which tourists come to appreciate the cultures of indigenous peoples are reported, namely; gazing, lifestyle, authenticity, personal interaction and informal learning. Important issues of product development and options for the sustainable development of indigenous communities are considered.