building yield and sense of place through community ... sth kaipara fd... · community engagement...
TRANSCRIPT
Regional Visitor Economies: building yield and sense of place through
community engagement
and business networking
Simon Milne
NZTRI Global Tourism Research
Key themes
We need jobs and strong communities
– Visitors have a role to play
How do you attract and manage visitors?
– Information is vital (signage, Internet)
Network enterprises, communities and destinations
– “We’re all in this together”
Community support and engagement is essential, tourism must sustain and enhance local quality of life
– “Communities will work for tourism if tourism works for communities”
Slow travel
– Enhance opportunities for interaction
Decision support – research and strategy
4
Waiheke Island
Importance of tourism to local economy
1%
3%
8%
42%
46%
Unimportant
Of little importance
Neither important norunimportant
Important
Very important
Community
Community
Impact of tourism on community quality of life
4%
17%
26%
33%
20% Very negative
Somewhat negative
Neither positive nornegative
Somewhat positive
Extremely positive
Community
Negative impacts
Traffic congestion / parking
(70%)
Crowding
(17%)
Environmental damage
(45%)
Poor infrastructure
(roads, signage)
(20%)
Price vs. service quality
17%
Visitor behaviour
(16%)
Commercialism
(7%)
Crime / vandalism
5%
Negative impacts of visitors coming to the region
Visitor
Least attractive
Traffic
(29%)
Infrastructure
(parking / roads)
(31%)
Expensive
(14%)
Busy / Crowded
(11%)
Aucklanders/Urbanisation
(5%)
Distance from
Auckland
(4%)
Bad
weather
(11%)
Limited cafes
(4%)
Dirty / Rubbish
(4%)
Access / Signage
(4%)
Service
(4%)
What did you find least attractive or appealing about this region on your recent visit?
A traditional way of slowing tourists down
Add to the experience … ???
Source: Stuart Dredge (www.techdigest.tv)
Or give them some information on road …
Source: Interislander (www.interislander.co.nz/Our-Ships-And-Services/Kaitaki/iSITE.aspx)
Better still, give visitors the information they need before, during and after travel and ‘connect’ them as they travel …
Source: LPHS (www.lphs.school.nz)
How visible is South Kaipara?
South Head
Parakai
Helensville
Glorit
Makarau
Kaukapakapa
Riverhead
Taupaki
Kumeu
Huapai
Waimauku
Muriwai
Shelly Beach
The way we conducted our web audit
National
Regional
Local
•newzealand.com
•tourism.net.nz
•tourism.org.nz
• localfoot.co.nz ; menumania.co.nz ; eventfinder.co.nz
•aucklandnz.com
•aucklandcity.govt.nz
•helensville.co.nz
•myhelensville.co.nz
•helensvillemuseum.org.nz
•helensvillebusiness.org
•kumeudistrict.co.nz
•kumeuinfo.co.nz
•oursouthkaipara.org
Difficult to find relevant information for South Kaipara
A search based on the keyword “South Kaipara” showed only 2
pertinent results out of 20
What type of content pops up when searching your town ?
Town Article Accom-modation
Activity provider
Comments
South Head Most results that do not match the right destination - over 400 results were found
Glorit - 1 1 Pertinent results
Makarau - - - No results
Kaukapakapa 1 2 1 Pertinent results
Parakai 3 1 3 Pertinent results
Helensville 7 4 7 Pertinent results
Waimauku 4 2 10 Pertinent results
Kumeu 10 7 8 Pertinent results + link to local i-SITE and http://www.westauckland.net.nz
Huapai 1 - - Pertinent results
Taupaki - 2 - Good results with 2 accommodation providers located in Taupaki
Riverhead 1 1 5 Pertinent results for travellers + wedding planner promotion
Muriwai 22 11 14 Pertinent results, appealing articles and pictures
“South Kaipara” is hard to find… www.aucklandnz.com
… but individual places are well represented in West Auckland
Kumeu, Muriwai, Helensville and Woodhill Forest
are well depicted, the content is
appealing
www.kumeudistrict.co.nz
t.co.nz
“The Fruit Bowl of Auckland”
The website is focused on promoting the region
… but no link back to Kumeu District website!
No link back to Kumeu District website…
www.kumeuinfo.co.nz
Online promotion of Helensville area
helensville.co.nz
www.kaiparamoana.com
www.ngarimaokaipara.maori.nz
www.oursouthkaipara.org
Hard to find information about the entire area
Good linkages regarding individual places!
Good linkages to Wiki, local
websites and local businesses!
Social media presence in a nutshell
www.youtube.com
Good presence of South Kaipara, Parakia, Woodhill Forest, Muriwai, Taupaki, Huapai
Makarau, South Head and Glorit do not display satisfying results
Helensville and Kumeu are depicted as great places for burnout competitions and rallying.
www.facebook.com
“Our South Kaipara” page is a great start for providing information on the entire area
Some Facebook fan pages for individual places, local businesses and community groups have been launched
Linkages to other local businesses or places are weak at this stage
Outdated information is the main issue
www.twitter.com
Just a few local businesses started to use Twitter for providing and sharing information about their own activities
A good start in using Facebook! Need to update online information and to build linkages amongst local businesses and individual places
www.westernsouthland.co.nz
‘Local’ matters …
National and regional marketing and development (top-down) need to be supported by local content, information and collaboration (bottom-up)
Local stories and knowledge enhance the competitiveness and uniqueness of communities, destinations and nations (the fabric)
Interactive visitors require interactive communities
