Posts Tagged ‘taonga’
the importance of … storytelling
Morena
We have previously discussed the importance of storytelling in a number of previous blogs (https://www.interpretationnz.co.nz/nzx-the-art-of-the-story/).
Stories are the key component of Maslow’s hierarchy of needs which focuses on human motivation. Maslow later went on to expand his thinking and added: Cognitive – people generally want to learn and know things about their world and their places in it. Aesthetic – interacting with beauty and creative form. Transcendence – the drive to look beyond the physical self in search of meaning.
The role, power and relevance of Maslow’s thinking is also backed by facts. Steve Ballantyne noted a few in his blog at https://www.brandiq.co.nz/why-stories-stick-2/.
We especially like the following: “Neuroscience has proven that stories are over 20 times more memorable than facts. That’s because more areas of the brain are actively engaged when we are processing a story vs facts and data.”
“When deeply engrossed in a great story, our brains release hormones (dopamine, oxytocin and cortisol) which can create empathy and emotional engagement and help with embedding memories.”
All too often, we encounter lousy storytelling—a list of facts and meaningless words held together by a fragile thread.
Disengagement with the storyteller and the experience follow very quickly. If your storytelling isn’t delivering talk to us about how we can shift your storytelling to new heights.
Ka kite
Malcolm
Storytelling in action
NZx: wildlife, us and our motivations
Nau mai!
Late, last summer in Coastal Otago; hoiho and visitors mixing in a small area of reserve land in a natural landscape. No interpreters present, and “common sense” guidelines being ignored by some.
With increasing number of visitors travelling to more remote places the potential threat to endangered wildlife is incrementally increasing. What drive visitors to seek wildlife interactions?
Considering the importance of this question there is a lack of recent research that suggests motivations and potential mitigation of any issue. One key study undertaken(in New Zealand and Australia) by CRC Tourism sets some important benchmarks in understanding, and thereby managing, visitors expectations.
Surveys asked visitors to rate how important opportunities to see wildlife are in their holiday travel decisions. Overall:
- 20% said that the opportunity to view wildlife is one of the most important factors in their travel decisions(most important decision factor);
- 51% said that opportunity to view wildlife is included as part of their travel decisions (one decision factor);
- 28% said that viewing wildlife is not included as part of their travel decisions, but they enjoy seeing wildlife while on holidays (not a decision factor)
Those interviewed were asked how could the wildlife experience be improved. Key responses included:
- see more wildlife – number, variety and different aspects of
- have more time/improve the timing and logistics of tours
- have more interaction with wildlife
- improve visitor management, in particular, to have fewer visitors/smaller groups
- enhanced interpretation, both guide knowledge and non personal
Across a range of sites in both countries people seeking wildlife interactions were likely to be/have: older, have higher levels of education, stay longer, travel further, spend more, higher education levels and incomes, independent travellers, younger, female, younger, independent, use the internet for information, stay longer in the region.
Key themes around visitor satisfaction with wildlife experiences was higher for visitors who: learnt more about wildlife, rated their most memorable wildlife encounter as exciting, rated their most memorable wildlife encounter as natural ,place greater importance on seeing wildlife on holiday, are tour participants, are female, seek wildlife encounters in natural, environment, desire wildlife encounters with knowledgeable guides or staff present, and saw an animal for the first time in real life.
There is guidance in this research. Clues and actions we could take to better manage the interactions noted in the first paragraph.
In previous blogs we have touched on the importance of interpretation as the key facilitator of empowering better wildlife interactions, the need for companies to improve their social license to operate, and threats to our rare and endangered wildlife.
Wildlife interactions are a key plank of tourism in New Zealand /Aotearoa. We need enhanced research on wildlife interactions and agreed approaches to enhancing the visitor experience, and protecting the uncertain future of many of our natural taonga, across the country.
We need big picture, long term, balanced, decision making.
Ka kite ano
Malcolm
Four week old “Pounamu” born and bred on Maungatautari
NZx: a collective difference
Naumai
A recent night sky experience has led us to reflect on the collective difference in NZ inc. By this we mean what are the unique selling points and subsequent tourism products of the region or place?
A quick search of night sky tours found at least seven “planetarium” , over fifteen “tours”, and at least 24 local astronomical societies that operate observatories on a few nights each month. We are certainly not decrying our night sky experiences. New Zealand is one of the best places in the world to see the night sky. The fact that the world’s largest Dark Sky Reserve and the world’s only Dark Sky Sanctuary on an island can be found here support this.
Another search could just as easily find different versions of essentially the same product, from zip-lines to jet boat tours, repeated throughout Aotearoa.
We first commented on the wider issue in 2011 and again in 2012.
We are a small country with a wide range of differentiation (landscape, culture, food, wine etc) between regions. Our collective differences are potentially our strength.
One can only hope that the Provincial Growth Fund recognises this when making it’s deliberations.
There are hints that perhaps the rise in international visitor numbers is starting to slow. We must continue to grow, differentiate and create points of difference in our tourism product.
These should be regionally based, unique and reflect the culture and stories of that place. Not simply repeats of a similar experience found elsewhere in the country.
How many night sky experiences do we need?
Ka kite ano
Owaka in the Catlins, and it’s famous teapot collection
NZx: February 10th Manaakitanga in the C21
Naumai
Is this really the best manaakitanga we can offer?
Tourism New Zealand suggests: the meaning of manaakitanga is much broader than a one word or direct translation.
It can be broken down into three parts: mana-ā-ki which loosely translates as ‘the power of the word’ and reminds hosts to be expressive and fluent in welcoming visitors.
Another explanation has the words mana / prestige and ki te tangata / to the people – pointing out the importance of enhancing the mana which covers the integrity, status / prestige, and power of guests.
Here, as our experience suggests, a great day out was left wanting in manaakitanga by our introduction to Fullers ferry and the introduction by staff on arrival at Rotoroa Island.
Our manaakitanga component started off by having to queue for the ferry. No big deal but despite being early morning it was a burning , windless day. People who had queued early inside the perspex cover were eventually forced to abandon their place in line and escape the hot tapped air. It was seriously stifling.
There was general confusion about who was queuing for what. Was this the ferry to Rangitoto, Tiritiri Matangi or Rotoroa Island? No signs, or technology, not even temporary, just two staff that came and went answering the same questions as to the destination.
Two minutes after leaving the wharf we returned – someone had got on the wrong ferry……. That’s despite a handheld scanner that supposedly scanned everybody aboard including our mobile phone downloaded tickets. Only problem was it couldn’t read the bar code on our phone!
On arrival all seventy plus of us were crammed into a small hot shed on the wharf and given a rambling presentation about the history, issues and do’s and dont’s on the Island. We fully support the bio-security intent behind this – but having endured countless windblown ( you can’t here the words and often the speakers aren’t great) welcomes at Tiritiri Matangi and other DOC/partner managed islands, one has to wonder is there a better way? It is human nature to not what to be confined (see Maslow) and to be acknowledged and treated with intelligence. This and other Island welcomes don’t do this! DOC and it’s partners should use other ways of pushing the bio-security message to what is mostly an already knowledgeable audience.
The final straw was when the ranger announced a different ferry departure time back to Auckland than that advertised in the various Fullers media. Normally extra time on an Island such as Rotoroa would be great, but we had organised a busy late afternoon around the quoted departure time and arrival back in Auckland.
The last comment the ranger made before “releasing us” was to invite us back inside the shed before we got on the return ferry – surely not!
In the end it was with much thankfulness that the staff on Rotoroa didn’t invite us back into the hot little shed on the wharf to say haere ra! Everyone was far too busy enjoying the sunshine, swimming off the wharf an enjoying their last minutes on the Island.
Rotoroa Island is a fantastic day out. But two of the key partners need to up their game in the manaakitanga stakes. The basic mana of visitors just isn’t being respected.
Ka kite ano
Sculpture on Rotoroa
Island
NZx – October 31st : delivering on the promise
Naumai
It’s that time of the year again.Hopefully you have your team in place, well trained and ready to go!
Recently we took part in a discussion with Tai Poutini Polytechnic, employers and others associated with tourism on the West Coast. We discussed the opportunities and issues that involve training those involved in tourism.
Much of the discussion was based on the qualities of a guide. How do you take someone that may have all the necessary technical skill (i.e. hard) but needs coaching on the (so called “softer”) skills of guiding i.e. people management ? I think there was general agreement in the group that the biggest need was in the latter. For example how do you mentor an eighteen year old to lead, inspire, entertain and enlighten a 60 year old visitor from another country?
In this blog we look at some some of the qualities we should be training just about anyone involved in tourism, but particularly guides.
Charm / ātahu
Every person in your group is looking for information and more importantly, entertainment, from their guide. Remember we are now an entertainment centric society. A guide should always be constantly looking for opportunities to charm and involve your group in doing things, rather than just listening.
An active C drive / mātau
You may of course be a very charming person but if you don’t have the mātau then your’e on the back foot from the start. Yes you need to know facts, figures and anything else somebody on a tour might ask you. You also need to be prepared to find an answer and get back to people. Make sure you engage with everyone in the group and facilitate discussion between the group.
Stories / tito
Visitors (some) love hearing facts behind the topic of interest e.g. Tane Mahuta, but above all visitors love their guide to share a personal story about the topic. Stories engage people’s minds and more importantly hearts. Facts alone do not.
Organisation and flexibility / nahanaha
You need to be super organised and flexible if you want to be a great guide. The group will have certain expectations about what the are expecting to see. You need to deliver on those, and make sure your timing for pre-booked events is perfect. At the same time you need to be flexible. If an attraction is suddenly closed you need to find an alternative!
Humour / whakataka
Your visitors are on holiday; they want to be entertained. That includes the use of humour. It’s a skill to be developed but can ease a difficult situation, reassure visitors, make them laugh and add real value to a situation. While jokes are part of this, the most important part is you as the leader facilitating the humour in an appropriate way.
Empathy / aroha
You can be assured that somewhere, sometime, when you have a group something will happen to someone in the group. It may be lost luggage, bad news from back home, a cultural issue,or any myriad of issues. In this situation aroha will get you a long way, make your guests feel valued and can assist in solving the issue.
You can read some other interesting views of the qualities that make a great guide, and a tourism host, here and here!
Ka kite ano
Malcolm
Guiding at Maungatautari
NZx – August 22nd: A social license to operate
Naumai
Continued growth in New Zealand tourism is raising questions over it’s social license to operate. As Tourism Aotearoa states ” Tourism will only achieve our Tourism 2025 aspirational goal if we maintain and enhance our social licence to operate. We are encouraging tourism operators to recognise the importance of growing their businesses in a way which balances the economic, social and environmental impacts.”
There is no widely accepted definition of a social license to operate (SLO). However a recent paper by the Sustainable Business Council suggests key attributes include:
Ka kite ano
Just what is tourism’s social license to operate in NZ?
NZx – June 29th: water, water everywhere…..
Naumai
Water, water everywhere so whats the issue…….?
A recent visit to Waireinga/Bridal Veil Falls, revealed a deeply discoloured waterway, with warning signs about the quality of the water, and danger to swimmers. Standing in the midst of 217 ha Wairēinga Scenic Reserve, surrounded by tawa-dominated forest, watching the water flow over 55 metres basalt cliffs, one wonders how this could happen in New Zealand.
There is good work being done in parts of the catchment. Over 8kms of native planting in an area upstream of the waterfall has been completed as part of a local initiative coordinated by Whaingaroa Harbour Care.
Water is already to be established as a key component of this years elections. A recent survey by Lincoln University (8th Public Perceptions of New Zealand’s Environment) canvassed New Zealander’s views about aspects of the environment .
The worst managed environments were perceived to be rivers, lakes, and groundwater, largely on account of very negative perceptions concerning the management of farm effluent and runoff. In fact, nearly 60 percent of respondents deemed farming to be one of the three main causes of damage to freshwater.
In a separate report, Our fresh water environment 2017, found nearly three quarters of native freshwater fish species are threatened by or at risk of extinction, as well as a third of native freshwater invertebrates and a third of native freshwater plants.
All of these reports raise the current issues, but also note the lack of data, and that the snapshot doesn’t take into account the slow movement through aquifers – such as those in Canterbury. The real impact on communities in these area may take many years to surface.
Both New Zealand’s leading export industries, tourism and farming, need to better manage their social license to operate in the environmental space. Water quality, the wider environment and sustainability are discussions (and subsequent actions) that need to form a key part of the this years conversations.
Ka kite ano
Waireinga/Bridal Veil Falls
NZx January 27th: Northland / Te Tai Tokerau
Naumai
Northland /Te Tai Tokerau is a fantastic place. There are many icons to visit here; Tane Mahuta, Russell, Waitangi, Cape Reinga or any beach with golden sands, pohutakawa and sparking blue sea.
A recent visit to Northland enabled us to spend some time exploring both the icons and the back roads.
The icons are all there, service was mostly good but some of the infrastructure was looking decidedly tired and away from the icons – empty. Most of the tourism entities were either staffed by Caucasian or international transients. While hyped up with great marketing the cultural interaction was limited, oversold and didn’t address many of the basics of great visitor experiences.
Beyond the icons it wasn’t to hard to find another story. Hints of elitism, exclusion and then poverty and well… another world one which most New Zealanders aren’t aware of..
It’s sometimes useful to look beyond our initial impressions, and to reflect on how tourism could provide a positive contribution to all in it’s community.
Ka kite ano
Tane Mahuta – a Northland / Te Tai Tokerau icon
NZx 4th December: Restoring the DOC
Naumai
So what’s new the Department of Conservation is restructuring….yet again.
This seems to be a reoccurring event, at least every few years. Combine this with distinct shift to off load many of the Department’s responsibilities onto community groups and you have to shake your head.
In our case we are effectively doing the Department’s job. With a paltry budget of over $ 1.5 million we struggle to protect what we have. Yet we are investing in and creating a new future for much of New Zealand’s endangered wildlife and taonga. Go figure how that works!
I don’t blame the Department for the current situation. Political masters are at work here and DOC has always been an easy target for politicians.
The once proud mission cry of “restoring the dawn chorus” once struck a chord with many New Zealanders.
Perhaps it should be now reworded to say “restoring the DOC”.
Ka kite ano
Malcolm
keeping the bad things out and our taonga safe
NZx 23rd October – life revisited…
Naumai
Since my last post I have moved to the North Island to take on a role as General Manager at www.maungatrust.org
I am still available to talk to you about your visitor experience opportunities – in whatever capacity.
My blogs on visitor experiences and tourism start again this week…so if you’re interested watch this space there’s plenty to blog about!
Ka kite ano
Four week old “Pounamu” a taonga from the South Island but born and bred on Maungatautari