Tourists' Opinion of Raglan as an Ecotourism Destination (August 2004)
Group or Institution
University of Waikato
Author(s)
Clare Wimmer
Abstract
1. Purpose of research:
Within the Raglan Community Plan, a priority for action is to investigate the criteria to be met for Raglan to be included in world-wide eco-tour directories. This report seeks to establish the composition of Raglan’s visitor mix and visitors’ attitudes towards Raglan as an ecotourism destination. It also reviews the meaning of ecotourism and provides information to assist in future policy development for sustainable tourism in Raglan.
2. Method:
Two focus groups with members of the Raglan community and active community groups assisted in the development of the questionnaire. A total of 1250 surveys were distributed through post, internet or in person in Raglan. Of these, a total of 576 questionnaires was analysed giving a response rate of 46.1%.
3. Key findings:
- Most visitors to Raglan have been there before and would come back again;
- A high percentage of visitors are between the ages of 25-36, are in relationships and do not have children living with them;
- Of the 73.9% domestic visitors, most live in Hamilton or Auckland;
- The majority of the 24.7% international visitors are from the UK, North America or Europe;
- Raglan is valued for its coastal environment;
- Major activities of visitors include this coastal experience, the central business district (CBD) and relaxing;
- Raglan is mostly used as a short holiday break or day trip with an average length of stay for these visitors at 1.69 days and an average spend of $105.75;
- Although visitors knew there was an Information Centre in Raglan and they felt it was easy to find, only 37.3% actually visited the centre. The statement Open hours of the Raglan Information Centre cater to the tourist was rated a moderate average of 3.6 out of 5;
- Respondents were willing to donate an average of $15.80 towards a ‘Trees for Tourists’ project;
- Respondents showed an interest in tourism development concentrating on the impacts of tourism on the Raglan community, environment and culture and taking into account the values of local residents;
- Respondents also felt that it was important to have recycling to reduce waste to landfill, to observe shellfish regulations and know that the kaimoana (shellfish) is not contaminated;
- They largely agreed that when visiting a new area, an information centre is essential;
- Some significant differences between age groups, ethnic groups and gender were found for both impact of tourism attributes and attributes relating to Raglan as an ecotourism destination;
- Attitudes towards some underlying factors were associated with how participants assessed attributes relating to Raglan as an ecotourism destination. These underlying factors were characterised as:
- Community & Environment
- Resource Conservation
- Cultural Significance
- Socio-Economic
- Eco-friendly transport
4. Recommendations
- On the basis of this study, there is support for guiding the development of Raglan’s visitor industry towards ecotourism. The establishment of a combined visitor centre/ environment centre/ arts and museum facility would provide a focal point for this.
- Beginning the process of accreditation (e.g. Green Globe 21) would help to clarify what Raglan would need to safeguard or improve to achieve a more sustainable development of its tourism industry.