Visitor Engagement with Māori Tourism
Between 2004 and 2008, we researched aspects of demand for Māori tourism. We have found out about a number of things which influence how visitors engage with Māori tourism. This sheet highlights some of our findings.
Ability to recognise Māori people
Early in the research we spoke to a visitor who had just been served by a Māori waitress – the visitor told us she didn’t think she’d seen any Māori people during her visit. This showed that international visitors don’t always recognise Māori people. While this might not normally matter much, it means that visitors can’t always tell whether a guide explaining Māori culture is Māori or not…and our research shows that visitors prefer to be told about Māori culture by Māori people.
Knowledge of Māori language
We also found that many international visitors know very few Māori words – sometimes not even ‘Kia Ora’! This means that a marae stay or a hangi may be overlooked by someone who would love the experience but doesn’t understand the advert. We talked to quite a few visitors who were keen to experience elements of Māori culture…once we’d explained what they were! In contrast, most Pakeha visitors understand quite a lot of Māori words…even if they’re not completely confident about using them themselves.
Knowledge of Māori culture
Alongside not being very confident about using Māori words, some Pakeha visitors feel they know less about Māori culture than they should. Imagine a situation where you feel you should know how to behave, but you don’t…it can be quite uncomfortable. For this reason some Pakeha are nervous about things like visiting a marae. Visitors who are made to feel comfortable will be more likely to have fun, be more likely to engage with Māori culture…and be more likely to learn the things they think they should know.
Comfort with asking questions about Māori life and culture
Often when you think you should know something you will try to avoid showing that you don’t. Some domestic visitors, for fear of looking ignorant, will choose not to ask questions about Māori life and culture (even if they actually really want to know the answers). Some may also be wary of raising contentious issues. In contrast, international visitors may not feel that they are expected to know things and may feel that it is OK to raise contentious issues in which they have played no role and have no responsibilities.
Previous experience of Māori life
Most New Zealanders have had some experience of Māori life, whether through visiting a marae with school or work, taking language classes or having Māori friends or family. Some visitors in New Zealand will, of course, themselves be Māori. The role of Māori experiences in a visitor’s life will be important in how they see Māori tourism. Sometimes people who are obliged to engage with Māori culture through their work feel that it is not something they would choose during their holidays. Others feel uncomfortable about paying for something (like a marae stay) which they associate with a personal offer of hospitality. Still others relish the opportunity for experiences they wouldn’t normally have access to.
Importance of cultural authenticity
For some visitors, going on holiday is just about having fun and it doesn’t matter whether experiences are ‘authentic’. For other visitors it is vital to know that they are involved in something real (or at least an accurate representation of something real). Visitors’ knowledge and experience of Māori culture will inform their reflections on what is authentic. A Māori visitor may judge authenticity quite differently to a visitor from say, Samoa or France.
Need for a guide at a Māori attraction
A guide can help with many of the issues raised above; they can point out who is Māori and who isn’t (or who is from the local area or iwi), they can explain words that visitors might not understand, they can put people at ease, and show people how to behave in unfamiliar situations, they can answer questions, and can provide information that allows visitors to judge the authenticity of an experience.
Interest in Māori tourism attractions
Some people are passionately interested in Māori tourism and others will be openly disinterested; most tourists seem to fall somewhere in the middle. For example most backpackers come to New Zealand to experience the natural environment here, but many also enjoy visiting attractions with elements of Māori culture. Understanding what different visitors like and want, and what they need help with, is absolutely key to developing products which will appeal to them.
A last thought…
We have found many interesting things in our research and some generalisations are noted above. However, we recognise that all visitors are individuals and it is perfectly possible to meet a Japanese person who speaks fluent Maori, a Māori person who has never been to a marae, or a Pakeha New Zealander who can set a great hangi. It is definitely worth thinking about all of the issues above but they will never tell the whole story of visitor engagement with Māori tourism.
This information comes from the Te Tāpoitanga Māori – Growing Regional Māori Tourism project funded by the Foundation for Research, Science and Technology, New Zealand.
Comments and feedback on this Growing Regional Māori Tourism site are welcomed and should be directed to
Helen Fitt
(Email 
).