RURAL TOURISM
DEVELOPMENT IN THE
EASTERN HOKIANGA AREA
by
Alice Eruera
Auckland University of Technology
in partial fulfillment of the degree of Masters of
Business (Tourism)
2008
ABSTRACT
Rural Tourism is increasingly being used as a development strategy to improve the social
and economic well being of rural areas. Rural Tourism encompasses a huge range of
activities, natural or manmade attractions, amenities and facilities, transportation,
marketing and information systems (Sharpley & Sharpley, 1997). Rural tourism is very
diverse and fragmented in terms of operational structures, activities, markets and
operating environments (Roberts & Hall, 2001, citing Pearce, 1989). Benefits of rural
tourism have been expressed as employment growth and broadening a regions economic
base, repopulation, social improvement, and revitalization of local craft (Sharpley, 2000).
Governments can play active roles in tourism. In short the literature suggests rural
tourism development policy approaches require: regeneration/revitalization, horizontal
and vertical integration, interdependence, stewardship/sustainability, mediation,
cataclysm, service and welfare provisions, spatiality awareness, intra and inter regional
complementaries, opportunism, realism and quality (Roberts & Hall, 2001). Murphy
(1985) proposed a community approach to tourism development which included
formation of businesses networks, and the sharing of resources and information. For rural
tourism to be successful, collaboration needs to exist amongst entrepreneurs (Wilson et
al., 2001). Useful integrated approaches to rural studies include acknowledging the
importance of locally controlled agendas to reach centralization, awareness of the
benefits for shared ideas and funding developments, and creating appropriate tourism
plans for rural areas (MacDonald & Jolliffe, 2003). There are numerous challenges when
attempting rural tourism development: the total product package must be sufficient;
significant investment may be required; there is the adaption to a service role; the quality
of products and services and the availability of skills and resources for effective
marketing (Sharpley, 2000). Tourism development requires attractions, promotion,
infrastructure and services and hospitality (Wilson et al., 2001, citing Gunn, 1988).
The remote Eastern Hokianga area is situated in the Far North (Northland) region of New
Zealand. The area has a low population and is sparsely populated presenting an ideal
place to relax with an unhurried atmosphere, flourishing fauna and flora, rich in New
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Zealand history and culture. This is an economically depressed area that is situated in the
centre of Northlands three key tourism icons - The Bay of Islands, the Waipoua Forest,
and the top of the North Island. The location of the Eastern Hokianga presents an
opportunity to create a tourism destination that will attract travelers frequenting the key
tourism icons. To date there has been no research on rural tourism development
conducted in the Eastern Hokianga. Although comprehensive research was conducted
previously in the Hokianga by the James Henare Maori Research Centre (1999) it was
concentrated specifically to the Maori culture. This research aims to examine and
identify the key challenges of rural tourism development for the Eastern Hokianga
through an analysis of rural tourism development approaches, and identifying the social
and economic impacts of tourism.
Key findings show that the Eastern Hokianga is an undeveloped area and does not fit
with the majority of the rural tourism definitions as described in the literature. The area is
displaying positive impacts of rural tourism development. The negative impacts are
minimal as the Eastern Hokianga is still in the initial development stage of rural tourism.
There are many integrated approaches to rural tourism development currently. A strategic
approach is occurring with a tourism policy and community involvement in decision
making. There is an integration approach with one RTO actively involved in the
communities tourism association with the local businesses. Two key clustering
approaches are being utilized the Twin Coast Discovery Route and total product
packaging. Regeneration is not occurring but was not an issue raised by the community,
whereas a financing approach was an identified challenge by Eastern Hokianga
businesses. The need to improve accessibility through infrastructure was the second key
challenge to rural tourism development. The area was not restricted by the other
challenges of governments role, education / experience and marketing.