Morena
It was great to be back on board the expedition ship Coral Adventurer for a recent eleven days journey in Aotearoa.
As we cruised from Te Whanganui a Tara/Wellington to Piopiotahi/Milford Sound, it was time to korero the stories of Aotearoa, particularly our conservation successes and failures.
Sharing these types of stories can be challenging. There are many different interpretive techniques that can be used to ensure guests are both entertained, learn, challenged and have fun. We often see guides who don’t do this. Rather they concentrate on content: not the delivery.
In our view delivery is more important that content. Sure you need to know your “stuff” but it is how its is delivered that will make the experience memorable. This is especially so if the weather conditions are challenging, the birds are not singing or the dolphins aren’t where they are supposed to be! How you deliver an experience in those condition puts you into mastering interpretation – or not.
We’ve taken groups through thigh deep water, eaten some plants that taste like asparagus, compared salmon to politicians and danced on a ships tender. Now thats entertainment!
As Simon McArthur put it “Interpretation is not information. Great interpretation leaves people moved, their assumptions challenged and their interest in learning stimulated. Good interpretation is still thought about at breakfast the next morning, or over the dinner table the next week.“
There were of course many other conversations during the days onboard about life in America and life in Aotearoa.
Thanks to our American guests https://www.olivia.com/ for being such a fun group.
Ka kite ano
Malcolm
Coral Adventurer at sea
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
Morena
The art of the story is a conversation starter which is often discussed, but is just as often given lip service by many in the tourism sector.
There are just as many definitions of storytelling as there are stories! We like this version from the National Storytelling Network (with our modifications): Storytelling is the interactive art of using words and actions to spark visitor engagement and change.
We believe there are five key elements of storytelling. These are:
Of course storytelling can be combined with other art experiences which run the whole gambit of the genre.
We recently experienced a “how not to tell a story” tourism activity. Our guide did manage to partly deliver some limited form of functional interaction. The other elements of effective storytelling were not even touched on. This was a missed opportunity for a business which is at the premium end of the market.
Are your stories delivering what your visitors want? Talk to us about we can work with you to deliver an effective story experience for your initiative.
Ka kite ano
Story telling in action at Sanctuary Mountain
Morena
Where does the the essence of of place fit into the future of New Zealand tourism?
Essence of place refers to the emotive bonds and attachments people develop or experience in particular locations and environments, at scales ranging from the home to the nation. Sense of place is also used to describe the distinctiveness or unique character of particular localities and regions.
There has been considerable academic research into the role essence of a place plays in tourism – particularly branding of a destination. In New Zealand researchers at the University of Otago found “understanding sense of place, and positioning the people of the place at the centre of a branding strategy” is the most effective form of developing and enhancing a destination brand.
As Jonathan Tourtellot notes an essence of a place is more than just another term for geographical character. Sense of place can stir the soul, inspiring song, art, literature, and passionate allegiance – surely every marketers dream!
The takeaway message is that place attributes, and how they are communicated and understood, have become integral to tourism. This will be increasingly important as the multitude of destinations compete in a post-COVID world.
How well does your destination differentiate from others pushing the essence of their place – both real and imagined?
Ka kite ano
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
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?
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
Naumai
The recent public debate (which is full of alternative facts) about Auckland’s proposed bed tax highlights the gaps between local and central government funding, and the lack of understanding as to how tourism adds benefits and costs to all aspects of the New Zealand economy.
Many people have a view on the tax but only a few reflect the facts. Tourism Industry Aotearoa, Chief Executive Chris Roberts says the commercial accommodation sector receives just 9% of the total visitor spend in Auckland source (Ministry of Business Innovation and Employment).
“The original targeted rate proposal was for 330 commercial property owners to pay the full cost of Council tourism and event promotion. The cost of that promotion is currently shared by every ratepayer in Auckland, residential and commercial.
“It is still not the fair share that Mayor Goff repeatedly talks about. The small targeted group receives around 7-8% of the total visitor spend in Auckland, and yet is being asked to pay 50% of promotion and event support.”
We note that in 2014 international and domestic visitors spent $ 66 million per day in New Zealand communities. Thats a fact.
Shamubeel Eaqub also believes the plan offers no clear alignment between costs and benefit. You can read his original article here http://www.stuff.co.nz/business/opinion-analysis/93272191/shamubeel-eaqub-bed-tax-reveals-local-government-flaws
With 2017 being an election year , one assumes there will soon be a large amount of alternative facts in circulation. Tourism will need to make sure it’s voice is united, clear and more importantly heard.
Ka kite ano 
Naumai
Visiting Dunedin is always a great experience. Next time you are there, visit the Dunedin Chinese Gardens. The Gardens reflect the contribution people from China have made, and continue to make, to Dunedin. This is an authentic experience with the picturesque and peaceful surroundings reflecting the spirit of the place and the concept of “keeping the clouds and borrowing the moon”.
Most Chinese festivals are observed by eating a particular food as a custom, and the Dragon Boat Festival is no exception. Zongzi, a pyramid-shaped glutinous rice dumpling wrapped in reed leaves, is the special food eaten to celebrate the day. It has various fillings. In north China, people favor the jujubes as the filling, while the south sweetened bean paste, fresh meat, or egg yolk.
The Dunedin Chinese Garden recently celebrated the legend of Qu Yuan, and integral part of world-wide Dragon Boat festivals. A fun family day was held with different events based around this fascinating legend. As part of celebrating the legend, the Garden’s also offered visitors the chance to try Zongzi.
Our order taken we sat in the Tea House listening to melodious singing from Tai Chi exponents. The pork Zongzi arrived but on unwrapping the glutinous rice was cold and uncooked. A new dish eventually arrived but again fell well short of an authentic warm dish. The staff did recognise the issue with a free gift which helped, but the experience failed to maximize the cultural opportunity and link to the event.
In the competitive field of visitor experiences you get one chance to make a great impression. This is even more so when you are dealing with cultural experiences. The opportunity to introduce visitors to authentic cultural based food was missed – the experience reflecting negatively on our otherwise good experience.
Ka kite ano
Zongzi
Naumai
There is no doubt that the pace of change in New Zealand tourism is continuing to grow: everywhere you look there are more visitors out there experiencing what NZ has to offer. A recent trip to the West Coast confirmed that. Even a site like Oparara http://www.karameainfo.co.nz/oparara-basin/ was very busy.
Some of the tourism issues have or are being well debated. Issues such as freshwater, overcrowding at key sites, climate change and visitor levy’s are all part of the current “conversation”.
On a broader level, but very closely aligned with increasing tourism, a number of issues were highlighted last year by Jan Wright, Commissioner for the Environment. Wright raised four key issues: climate change, slow progress in marine protection, lack of trees on unstable hill country, and concerns over the future of our wildlife.
She made the interesting point that environmental issues, rather than separate domains (air, land, marine, climate and fresh water), should form the basis of the shared story. This more holistic approach makes common sense.
Wright’s comments reflect the split in the key debates, and lack of an holistic approach, being canvassed over NZ tourism, the environment and business.
Mayor Goff’s accommodation tax being one such initiative.
A wider, holstic example is the recent study identifying Rakiura’s Port Pegasus for a potential new salmon farming enterprise http://www.stuff.co.nz/southland-times/news/90883538/Stewart-Island-chosen-for-possible-new-aquaculture-project . This central-government funded programme involves Ngai Tahu, the Department of Conservation, the Ministry for the Environment, the Ministry of Primary Industries and the Ministry of Business, Innovation and Employment. Sorry – where is tourism in that mix? Its unbelievable that tourism opportunities are currently heavily restricted in Pegasus yet an industry with doubtful environmental credentials is being supported.
NZ tourism is entering a sensitive phase, particularly in regard to the potential effects on local communities of such growth and the shutting out of potential added value tourism opportunities.
Ka kite ano
Malcolm
Visitors on Rakiura/Stewart Island