11 August 2009 New Zealanders have real and active role in tourist decision-making

New research on tourist decision-making, soon to be released by Lincoln University, has identified the significant role New Zealanders play within tourists’ itinerary planning and daily decision-making. 

Research project director Dr Kevin Moore notes that “tourists, like everyone else, seek out and rely upon the advice and recommendations of the people they know, trust or simply encounter” when making many of their decisions.

A report on the research, “Yield-Relevant Tourist Decision-Making”, makes clear that New Zealanders have a “real role” in not only encouraging people to come to New Zealand but also in providing everything from general advice about where to go and what to do, through to making the bookings and even travelling with visitors while they are here.
 
The research has found that New Zealanders resident overseas, and past visitors to New Zealand, are active in broadly shaping tourists’ itineraries within New Zealand. Once tourists arrive in the country, New Zealanders - especially those whom tourists visit while here – can be highly influential over specific choices and decisions.

Dr Moore says that, in some cases, “New Zealand residents can become the de facto decision-makers for visiting tourists”.

The research particularly highlights the significant role of recent migrants to New Zealand in encouraging friends and family to visit New Zealand and in providing “hands on” help and advice while they are here.

Professor of Tourism Studies David Simmons, director of a research programme, funded through the Foundation for Research, Science and Technology, which has been examining tourism yield and which generated this new report, notes the increasing significance of social networking evident in tourism.

Professor Simmons says that Tourism New Zealand’s recently announced “Great Kiwi Invite” initiative appears well placed to “tap into what could be a very effective resource for national promotion”.

The research report on tourist decision-making is due for release in a fortnight.