Masters Dissertations

Permanent link for this collection

https://hdl.handle.net/10292/476
The Masters Dissertations collection contains digital copies of AUT University masters dissertations deposited with the Library since 2007 and made available open access. From 2007 onwards, all dissertations for masters degrees awarded are required to be deposited in Tuwhera Open Theses & Dissertations unless subject to an embargo.

Dissertations submitted prior to 2007 are usually recorded in the AUT Library catalogue where the full text, if available, may be accessed with an AUT password. Other people should request an Interlibrary Loan through their library.

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Browsing Masters Dissertations by Subject "100% Pure New Zealand"

Now showing 1 - 3 of 3
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    A Case Study of the ‘100% Pure New Zealand’ Tourism Campaign: What are the Impacts of the 100% Pure New Zealand Tourism Campaign in Shaping Visitors’ and Locals’ Perspectives?
    (Auckland University of Technology, 2019) Patil, Sneha
    The “100% Pure New Zealand” is an official campaign of New Zealand that has promoted New Zealand tourism to the world since 1999 (Tourism New Zealand, 2017b). As it is one of the most successful tourism campaigns around the world, I am inspired to explore the case study of this campaign thoroughly. New Zealand is known for its green and clean natural environment and the 100% pure campaign has been successful in promoting that image and brand to the world (Rudzitis & Bird, 2011). However, the campaign has been facing criticism from tourists, locals, and the media, who ask: ‘Is New Zealand really 100% pure?’ This study analyses and critiques both positive and negative impacts of the campaign on visitor perceptions and experiences, adopting both a secondary literature review and a content analysis method applied to online content and data, academic articles in order to study whether the environmental promise of ‘purity, authentic experience, and unspoiled landscapes’ aligns to tourists’/visitors’ perceptions. The literature provides a framework that shapes the analysis of the 100% Pure New Zealand campaign. The key findings highlight the success of the campaign to its international visitors; the positive visitor perceptions are strongly indicated in the tourist reviews. From the local perspective however, the findings show the campaign has become a catalyst for environmental critique and shows that it is far greater than just a marketing campaign to encourage visitor growth.  
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    Ecotourism in New Zealand: A Catalyst for Sustainable Development
    (Auckland University of Technology, 2020) Chand, Niharika Namrata
    Since the 1980s, when ecotourism had emerged, a paradigm shift has occurred from mass tourism towards ecotourism. This shift indicates an increase in travellers’ decision making based on environmental awareness and an inclination to travel to destinations which are rich in nature. New Zealand prides itself upon its nature-rich and sustainable environment and, in the tourism context, the brand image portrayed in international marketing is founded on being clean, green, and pure. Nonetheless, the concept of sustainable development can be more coherent amongst ecotourism operators. To understand how operators implement sustainable development practices in the ecotourism sector, this research analyses and critiques the relationship between sustainable development and ecotourism in New Zealand primarily from the tourist perspective. This is based on a website analysis and social media reviews of six ecotourism operators in New Zealand. These operators are based in the regions of Auckland, Rotorua, and the Bay of Islands. This study is pursued through an in-depth review of the literature, a thematic analysis applied to the qualitative data used, in conjunction with relevant academic literature, to explore the underlying themes of the relationship. The concept of greenwashing is also discussed. The key findings highlight the positives and negatives of the respective ecotourism operators in New Zealand. From the visitors’ experiences, it is evident that the ecotourism sector can become a catalyst for sustainable development in New Zealand.
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    Translating the 100% Pure marketing campaign into an authentic sustainability management strategy: practices, policies and perceptions of New Zealand tourist visitor information centres (i-SITEs)
    (Auckland University of Technology, 2013) Morrow, Jeremy Nigel
    Within the strategic and environmental management disciplines, the implementation of authentic strategies has been under researched. In particular, few studies have examined implementation of strategies that are focused on environmental and ecological sustainability. The tourism industry provides an ideal context for this area of management to be studied as this industry relies on ‘authentic’ imagery of the natural environment and local cultures to differentiate the destination and to create enduring competitive advantage. The implementation of an authentic strategy in this area can open organisations to allegations of ‘greenwash’ if the principles of the strategy are not seen to be embedded throughout the organisation. The aim of this research is to investigate the translation of the 100% Pure New Zealand, a well established, iconic marketing and branding campaign, into authentic sustainability strategies, and the implementation and embedding of these strategies. The key concepts of authenticity and sustainability are explored in relation to business strategy, within the context of the tourism industry. This study was undertaken using qualitative research based on multiple case studies, where information was gathered using semi structured interviews with the manager and front-line employee of four i-SITEs, as well an observation of the i-SITE buildings; a place where tourists interact with the 100% Pure brand. The results were examined using thematic analysis, where a number of themes emerged, including: sustainability, the definition, policies, practices and procedures, as well as an identification of some barriers; the perceptions and relevance of third party accreditation, in particular the Qualmark Enviro Awards; an exploration of authenticity in a tourism industry context; the communication of sustainability top-down from council and ground-up, including with tourists; and an exploration to identify an understanding of imagery and concepts of the 100% Pure campaign. These themes were compared and contrasted with academic literature and four concepts were identified for further discussion. First, the constraints and barriers to sustainability strategies: with reference to the council, the building, and a discourse between the participant’s home sustainability actions and work implementation. Secondly, how Tourism New Zealand translates the 100% Pure campaign into a strategic vision. Third, an exploration of the understanding and meaning of authenticity. Finally, a discussion on implementing and maintain authentic sustainability strategies. The concluding sections answer the research questions explicitly, and examine the theoretical and policy implications made by the study. For the implementation of authentic strategies the study suggests that a whole organisation approach, that combines top-down and bottom-up approaches, is necessary to implement and embed successful sustainability strategies. These theoretical insights are elaborated from two perspectives: top-down and from bottom-up, resulting in two levels of policy implications. The top-down perspective focuses on how Tourism New Zealand and local councils can better communicate the strategic vision created using the 100% Pure brand, as well as suggestions for more effective dissemination of information and knowledge about sustainability, and related policy. The bottom-up perspective focuses on employee empowerment, to engage in the creation, implementation and review of sustainability strategy to enable authentic implementation and embeddedness. Specific recommendations are offered that there must be an involvement and commitment of time and resources, not just financial resources, by the management and staff at the i-SITEs, the local councils, as well as central government through Tourism New Zealand to more effectively embed authentic strategies throughout the organisations involved.
Dissertations are protected by the Copyright Act 1994 (New Zealand). The dissertation may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use:
  • Any use you make of these documents or images must be for research or private study purposes only, and you may not make them available to any other person.
  • Authors control the copyright of their dissertation. You will recognise the author’s right to be identified as the author of the dissertation, and due acknowledgement will be made to the author where appropriate.
  • You will obtain the author’s permission before publishing any material from the dissertation.