phd thesis presentation, 1
TRANSCRIPT
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Evangeline Singh
Primary supervior: Professor Simon MilneSecondary supervisor: Dr John Hull
Auckland University ofTechnology
In cooperation with
The New Zealand Tourism Research Institute
NZTRI I Private Bag 92006 I Auckland 1142 I New Zealand I Ph (+64 0) 21 109 8884 I [email protected] I www.nztri.org
ENHANCINGTHELINKAGESBETWEENTOURISMAND
AGRICULTUREINSOUTHPACIFICSIDS: THECASEOFNIUE
PhD thesis presentation
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Outline of Presentation
Rationale critical issues in Pacific SIDS Literature review development frameworks in Pacific SIDS
Research Methodology and case study
Aim and Objectives
Research Paradigm and methods
Findings
Current status of agriculture and tourism
Current links between agriculture and tourism
Increasing the links between tourism and agriculture
Study contributions and conclusions
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Rationale - Critical issues in Pacific SIDS
Immediate problem - employment creation, income generation &sustain livelihood, culture & identity
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Pacific context
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Remote SIDS.
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Pacific context
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vulnerable to climate change, cyclones
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Tourisms potential to boost agriculture
For many Pacific SIDS - agriculture & tourism are significantcontributors to GDP
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Niue
Samoa
Fiji Vanuatu
Solomon Is
Cook Is
PNG
Kiribati
0
5
10
15
20
25
30
35
40
45
0 5 10 15 20 25 30 35 40 45 50AgricultureGDPContribution(%)
in2005
Tourism GDP Contribution (%) in 2003
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Continuum of tourism & agriculture links in SIDS
Current links between tourism & agriculture in Pacific SIDS
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Literature review
Frameworks for understanding tourism and economic development in
Pacific SIDS
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Critique Rostovian, Modernisation & Neo-liberal
theories
Rostovian, modernisation & neoliberalism approaches ignored links
between tourism, agriculture & informal sector not seen to playdominant role in modern economy
Apply to developed world mode of development not to thedependent small island economic setting
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Critique Dependency theory
Reinforces main stream-mass-tourism
Fails to acknowledge tourisms role in stimulating local culture,
environmental conservation & workable strategies to escape
dependent development
Cannot explain the changing consumer demand new forms of
alternative tourism
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Critique Regulation theory
Shows an opportunity for Pacific SIDS to escape the vicious cycle
outlined by dependency theory SME success, sustainablecommunity tourism etc
Most relevance to the region
BUT
Mass tourism cannot be completely ignored need policies for value-added tourism
How well does this approach really grapple with the unique context ofPacific SIDS? Especially the MIRAB structures that are so vital to the
regions survival
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Critique - MIRAB model
Considers agriculture mainly for subsistence purpose for survival
not major contributor to economic development
Ignores tourisms contribution and its linkage with agriculture for
sustainable development
Despite strong focus by Pacific SIDS governments & international
donors on tourisms role in development, it rarely features in the
model
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Benefits of tourism & agriculture linkages
Enhancing the links.
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Research methodology & case study
Understanding the critical issues in enhancing the links between
tourism & agriculture in Pacific SIDS
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Case study Niue
Due to variation & complexity of Pacific SIDS (population size, land
area, geography, culture & resources) - research focuses on a case
study of only one island nation: Niue
Support offered by Niuean government as part of MOU signed in 2007
with NZTRI for assistance in tourism research
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Map of the South Pacific
Location of Niue
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Niue
Population - 5200 in 1966 to an estimated 1492 in 2007 (approx.
22,476 Niueans currently live in New Zealand)
Landmass - 259 sq. km.
The GDP per capita for Niue in 2003 was approximately US$5800 witha growth rate of 6.2%
The Niuean economy is highly dependent on NZ aid, which constitutes
40% of GDP and overseas remittances
GDP agriculture: 34%, Tourism: 13%
Tourist numbers are limited
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Niue
To relieve the dependence on foreign aid and build an economic base
- tourism has become the focal point for the government (recognised
importance of niche small-scale ecotourism)
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0
500
1,000
1,500
2,000
2,500
3,000
3,500
4,000
4,500
5,000
2003 2004 2005 2006 2007 2008
2,7062,550
2,7933,008
3,463
4,748
N
o.
ofTourists
Year
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Aim
To gain a deeper understanding of the potential that exists in Niue for
the creation of linkages between tourism and agriculture
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Objectives
What are the characteristics of the agriculture and tourism sectors?
What are the existing linkages between tourism and agriculture?
Potential for building closer links between tourism & agriculture?
Role of key stakeholders in enhancing links between tourism and
agriculture: tourists, SMTEs, growers, government officials and policy-
makers, and community members including village councils?
What role can ICT, including web content, play in increasing
collaboration between the above key stakeholders?
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Objectives
develop a mixed-methods approach to understanding the complex
inter-connectedness between tourism and agriculture
contribute to the literature on tourism, agriculture and the economic
development of SIDS
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Research paradigm
Post-positivism key assumptions of this research that coincide with
the paradigm
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Research methods mixed methods approach
Pre-field work phase - a secondary literature review & discussion with
key stakeholder in order to design the research tools
Field work - collecting email addresses of tourists to Niue to
participate in the online visitor survey. A total of 284 responses were
received from the 681 emails sent out
Field work - semi-structured interviews were conducted with 29
growers, 34 SMTE operators, 12 government officials, and discussions
were held with 10 elders in Niue and 3 village councils
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Semi-structured interviews growers
Researcher used pen and paper to note important points during the
interviews and afterwards typed up the notes
The researcher, with assistance from tourism and agriculture industry
officials, identified growers and organised interviews with them (29
identified, all were interviewed)
Conducted on a one-on-one basis and lasted approximately 3060
minutes
An interview guide was used to ensure that all the main themes were
covered
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Semi-structured interviews government officials
With both the tourism and agriculture industry officials (10 men, 2
women) on a one-on-one basis, lasted 60 minutes
12 key government officials were identified and all were interviewed
Interview guide was used to cover key themes
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Semi-structured interviews SMTE operators
The researcher, with assistance from the tourism industry officials,
prepared an inventory of 34 SMTE owners, all of whom were
interviewed
The 34 business owners operate a total of 62 SMTEs
SMTE included - tourist accommodation operators, restaurants and
tour operators
Interview guide was used to cover key themes
Interview lasted 30-60 minutes
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Discussions with village councils & senior villagers
Hakupu, Mutalau and Lakepa villages - planning to offer agriculture
and culture-based experiences for tourists in the near future
Discussions for - types of tourism experiences they want to offer,
lasted about 60 minutes
Brief discussions held with 10 senior village members involved in
planning and policy-making
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Online visitor survey
Flyer containing information about the online survey was delivered to
SMTEs & Niue Tourism Office for distribution to tourists
Visitors departing Niue were invited to provide their email address
Email addresses were collected at the International Airport, and thosetravelling by yacht were also included wherever possible. Visitors
willingly provided their email addresses when approached
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Current status - Agriculture sector
Mainly at subsistence level
Exports limited (taro and coconuts to NZ on ad hoc basis)
Each grower usually has a few bush gardens, ranging in size from
0.125 to 0.25 acres
Mainly root crops and local greens
Pigs kept for cultural feasts
Local chickens - free range or have become wild
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Agriculture sector
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Agriculture sector
Handicrafts - usually displayed on village show days
Currently few handicraft shops exit on the island with only a very
small range of crafts available for tourists to buy
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Agriculture sector
More than three-quarters of the growers who sell surplus produce,
either at the market or from home, are over 50 years old and are
usually either ex-government officials or returning Niueans
Young generation show little interest in traditional agriculture
activities and handicraft-making they are attracted to government
jobs or migrate to NZ for waged work
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Agriculture sector
Local marketplace
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Current status - Tourism sector
The tourism sector is described by most stakeholders as small
The industry is dominated by donor-assisted government investment
in the islands only resort hotel and a few small-scale operations run
by locals
The government and private sector are faced with a challenging task
to increase tourist accommodation and develop sustainable tourism
products
The governments goal is to attract a sufficient number of tourists(5,000 10,000 tourists) throughout the year, especially during the
peak tourism season, in order to ensure a viable industry on the
island that will provide incentives for local investment
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Tourism sector
Breakdown of SMTEs in Niue
1hydroponic vegetable production, fishing, purchasing organic vanilla, ebony carvings and tourism
marketing2cars, vans, motor bikes, scooters, pushbikes, trucks, four-wheel drive and mini bus
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Breakdown of SMTEs interviewed nPercentage of all
SMTEs interviewed
tourist accommodation 19 100
tours and activities 14 100
Shops 10 80
restaurants and cafs 8 100
other1
5 100
vehicle rentals2
4 100
travel agencies 2 100
Total 62 100
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Tourism sector tourists
NZers - 72% of total arrivals to Niue. Visitors from outside New
Zealand are mostly from Australia and other Pacific Islands
About 13.1% of visitors are of Niuean background
Most of the visitors spend a week in Niue and the main purpose oftheir visit is for a holiday
Majority of visitors are on their first visit to Niue and the most
common age group of visitors is 4049 years old, followed by 3039
and 5059 years
Over two-thirds of the visitors have a tertiary qualification
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Tourism sector tourists
Almost a quarter of the tourists have an annual household income of
$80,000100,000 and many of the visitors are either salaried or
waged workers
A significant number of returning Niueans prefer to stay with their
families in the village and spend a longer holiday on the island than do
non-Niueans
Nearly 55% of the visitors surveyed travel either with their partner or
spouse or on their own.
The largest group of visitors stayed in motels, followed by the resort
hotel.
The expenditure per visitor per night averages $92.01
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Tourism sector tourists
Important elements influencing visitors travelling to Niue
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Influential Factors Mean
natural scenery 4.9
nature-based or marine-related activities 4.7
people 4.6
climate 4.5
local culture 4.1
sampling local food and cuisine 3.9value for money 3.9
travel time 3.1
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Tourism sector tourists
The elements of the trip providing the greatest/least satisfaction
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Most attractive/appealing n
friendly people/interaction with locals 104
marine-related activities, e.g. whale watching, snorkelling, diving, dolphins, swimming 101
environment/unspoilt scenery 83
relaxing/quiet/laid-back/island lifestyle and culture 45
uncrowded/uncommercialised/easy to get around 33
climate 32
land-based activities, e.g. caving, cycling, village show day, biking, bush tracks 28
Least attractive/appealing n
lack of environmental awareness, e.g. rubbish lying around, burning, asbestos, old wrecked
cars, bins falling and scattering rubbish29
food and groceries too expensive; lack variety, quality and hygiene 28
flight time inconvenient, check-in too early 20
lack of clean, reasonably priced island-style accommodation; unable to book directly online 20
lack of activities/tours, cultural experiences and interaction with locals 19
lack of restaurants/bars/shops for food choice and shopping for essentials 18
handicrafts too expensive and lack variety 18
abandoned houses an eyesore 17
lack of fresh local produce and seafood 16
poor infrastructure, i.e. roads, sea tracks, walkways 14
pests, e.g. stray dogs, cats, rats, roosters, centipedes, sea snakes 11
lack of accurate information and customer service skills 11
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Current agriculture and tourism links
Tourists are least satisfied with the range of, and ability to access,
cultural activities, local food and handicrafts
Just over half of the visitors brought food with them to Niue
Nearly all the meals offered at cafs and restaurants are made fromimported produce and largely consist of western-style fast-food dishes
such as burgers, fish and chips, paninis and wraps
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Agriculture and tourism links
Imported fruits and cereals at breakfast hotel
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Canned pear slices Canned mixed fruits Local pawpaw rarely available
Canned pineapple slices Canned peaches Imported cereals
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Agriculture and tourism links
Supply and demand of local food at hotel
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Freshly caught fish being cleaned before delivery There are frequent shortages of fish at cafs and
to cafs and restaurants restaurants
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Agriculture and tourism links
91.5% of the visitors who had the opportunity to taste Niuean food
stated that they enjoyed eating local cuisine and would have liked to
eat more of it
Visitors showed a strong interest in participating in the following
activities, if they were available: village feasts, seeing handicrafts
being made, local food preparation, and farm visits
Only 1 opportunity to experience local food - weekly island buffet
night provided by one caf and restaurant operator
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l d l k
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Agriculture and tourism links
Local dishes made from mostly local ingredients
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Ota Takihi Uga Pawpaw in coconut cream
Taro in coconut cream Kumara Shellfish Plantain in coconut cream
Spiced raw fish Spiced local chicken Local greens in coconut cream Spiced fish
Yam in coconut cream Boiled taro Green salad Taro chips Pork in local greens
Plantain chips Drinking coconut Boiledkalahimu Umu pig
i l d i li k
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Agriculture and tourism links
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Local dishes made from mostly imported ingredients
Beef withpolo Coconut bread Corned beef in noodles Corned beef salad
Boiled plantain with corned beef Corned beef in spaghetti Local spiced bun
Spiced prawns Fruits in coconut water Local greens and beef in coconut
A i l d i li k
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Agriculture and tourism links
Cultural tours and activities are very rare. Only 1 operator provides a
bush walking tour
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Tourist learning to hold an uga Bush-walk trail Husking a coconut
Coral formations in the bush Checking depth of soil in the bush Ginger growing wild in the bush
A i lt d t i li k
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Agriculture and tourism links
Currently all the roadside fruit and vegetable stalls are empty and
there are no planned village-related tours and activities for tourists
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Empty stalls with no fruits, vegetables or food for sale.
A i lt d t i li k
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Agriculture and tourism links
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Stakeholders view on current links between agriculture and tourism
0
10
20
30
40
50
60
70
none very weak weak medium strong
20.6
44.1
17.614.7
2.9
29.6
55.6
3.7
11.1
00
66.7
0
25
8.3
Percent(%)
SMTE Grower & Handicraft makers Govt/Policy makers
A i lt d t i li k
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Agriculture and tourism links
Due to limited supply of local produce sold at the market - all sold by
9 a.m. when tourists are usually just arriving.
Agricultural produce is highly seasonal and the supply is irregular
throughout the year
No formal arrangement exists between the growers and SMTEs for
the sale or purchase of local produce
The purchase of imported food by caf and restaurant operators
represents more than 90% of their total food costs
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A i lt d t i li k
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Agriculture and tourism links
Predominance of imported food sold at shops
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Agriculture and tourism links
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Agriculture and tourism links
Recently initiatives have been made by villages to offer culture-based
experiences for tourists, including village-based accommodation
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Two self-contained units nearly completed
Renovation of an old school building
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Agriculture and tourism links
Villagers have made initiatives to work towards providing village-
based experiences for tourists, e.g. forest conservation area, maintainsea and bush tracks, coconut oil production, sports and recreational
activities
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Building an entertainment Constructing tracks to the sea A parking and toilet facility
and caf facility
Agriculture and tourism links
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Agriculture and tourism links
One village has a website that is used to communicate and share
information with Niueans living overseas (http://www.lakepa.nu) -upgrade the site to promote their village-based activities in future
e.g. local food experiences on show days
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Agriculture and tourism links
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E.g. Local produce and handicraft exhibitions on show days
Bundles of local rootcrops Local bananas Local vegetables
Float of local produce Local weavings Local carvings
Finely woven baskets Interactions with growers Show-day atmosphere: people, food
Agriculture and tourism links
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Agriculture and tourism links
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E.g. exhibitions local performances on show days
Sitting to watch performaces Children performing Young people performing
Playing local golf A traditional stick-throwing game Catching the slippery pig
Local races Weaving competitions Coconut-husking competitions
Agriculture and tourism links
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Agriculture and tourism links
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E.g. traditional fishing exhibitions on show days
Tourists listening to the opening Traditional fishing from poles Canoes for the fishing competition
speech at a village show day
Agriculture and tourism links
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Agriculture and tourism links
While new and existing products can offer the opportunity to
strengthen linkages between tourism and agriculture, suchdevelopments cannot occur without effective dissemination of
information to visitors
Sources of information for trip planning:
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Sources of Information Mean
The internet 4.6
Word of mouth 3.8
Prior personal knowledge 3.7
Travel books and guides 3.5
Travel agent 2.6
Television 2.1
Auckland's Pasifika Festival 1.7
Agriculture and tourism links
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Agriculture and tourism links
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Major websites that promote tourism in Niue (www.niueisland.com,
www.gov.nu and www.spto.org/spto/cms/destinations/niue/)
Agriculture and tourism links
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Agriculture and tourism links
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Lack of information on local activities and experiences on the major
tourism websites that promote Niue means that key information isnot imparted to the visitor prior to their arrival
Tourism products are most commonly promoted to visitors after their
arrival on the island by word of mouth
Weekly newsletter by SMTE operators - still has potential to present
more information of local food and cultural activities
Returning Niuean visitors benefit from the social networks betweenlocal residents and Niueans living overseas. These village and church-
focused networks are alive with information about cultural events and
activities, which are often tied to family
Increasing tourism and agriculture linkages
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Increasing tourism and agriculture linkages
Creating backward linkages to agriculture by increasing the amount of
local food used in the tourism industry will increase the benefitsderived from tourism and boost agricultural production
Failure of the agricultural sector to consistently supply the tourism
industry results in minimal multiplier effects and greater leakages
A regular airline service
Develop new tourist experiences that can be carefully developed and
managed, such as village-based, cultural and agriculture-relatedactivities, can potentially lay the foundation of a sustainable industry
Coordinated approach by villagers e.g. Mon umu night, Tue bush
garden activity
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Increasing tourism and agriculture linkages
Ear-piercing and hair-cutting events potential tourism products
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Increasing tourism and agriculture linkages
Majority of visitors would recommend Niue to others, return holiday
Government - at forefront of developing a strategy and policy
framework for sustainable development of the industry, focus on
enhancing its linkages to agriculture
Government - critical role in marketing its nation to sustainably
increase the number of tourists so that tourism enterprises and
agriculture-related operations can be sustained
www.niueisland.com - upgraded to contain a comprehensive range ofinformation about cultural and village experiences. Online newsletter
for current happenings on the island and be linked to websites of
other stakeholders in the tourism and agriculture sectors
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Increasing tourism and agriculture linkages
Signage and brochures on island - orient visitors and assists them in
creating their own tourism experiences
Greater involvement of locals provide cultural and agriculture-
related experiences, government to encourage and assist growers
Small entrepreneurial activities - backyard gardens are important in
supplying local produce to cafs and restaurants in an island nation
with a small tourism industry
Future growth of tourism & demand for agriculture-relatedexperiences will boost the sector, encourage preservation of culture
skills
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Increasing tourism and agriculture linkages
Locals working towards an organic farm tour in future
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Old vanilla trees grown in plots Young vanilla vines Sow
Local piglets raised in a pen Locally made fruit jams Eggplant and tomato plots
Passionfruit climbing on banana trees Banana plots Jam tasting
Increasing tourism and agriculture linkages
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Increasing tourism and agriculture linkages
Villagers can provide entertainment evenings and incorporate other
local activities - story-telling & locally prepared cuisine for tourists foran evening in the village
Growers would like to diversify their production, especially into
growing fruits and vegetables best suited to tourists tastes
Growers anticipate that the government will provide incentives and
opportunities for the young people so that they can earn a living from
agricultural
Government to avoid nepotism & corruption improve private sector
investment & involvement of all stakeholders in planning & decision-
making
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Increasing tourism and agriculture linkages
SMTEs anticipate that in the future they will expand their business
and add value to their products and services
SMTEs want to work closely with growers and villages in order to
enhance the linkages between them and agriculture
Future expansion of SMTE operation could be constrained by natural
disasters, unreliable airline service and population decline
The lack of promotion of locally available activities and experiences
also constraints growth in the tourism sector
Government - training, opportunities for investment, incentives and
accessibility to finance to increase entrepreneurial activity and allow
the agriculture sector to meet tourisms demand for local products
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Contributions of the Study
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Contributions of the Study
Adoption of post-positivist paradigm to gain a holistic insight
Value of mixed methods approach & multiple stakeholders
Feasibility and value of a web-based survey in Pacific SIDS
Tourist web survey - critical information for Niue in terms of tourists
sources of information prior to travel, their expenditure on the island,
and their satisfaction with existing elements of their stay
Importance of reviewing online content that provides information totourists prior to travel
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Contributions of the study
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y
Supports Niue Governments approach in The Tourism Sustainable
Development Strategy 2010 - developing village-based tours andactivities for tourists in order to help create linkages between the
industry and the local economy
Theoretical contributions - understand links between tourism and
small and microstate development
Frameworks adopted since the 1950s - no one body of theory could
adequately explain the processes that have been observed. MIRAB
and elements of regulation theory can be applied to the Niuean
setting but only with limited success
Uncertain about the frameworks grappling with the unique context of
Pacific SIDS, especially MIRAB, so vital to the survival of Niue and
other SIDS
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Contributions of the study
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y
Reliance on donor funding & public sector employment has
diminished interests in tourism - past donor policies have favoureddevelopment of larger resorts rather than smaller community-focused
products
Tourism is more than just an economic bonus - critical component of
the economy & must be incorporated into MIRAB dimensions
Recognition of tourisms role in economic growth & its connection to
agriculture will assist in the sustainable development of communities
Regulation theory struggles - small size, isolation and unusual
structure of Pacific SIDS economies. Demand for niche tourism
experiences & internet-based marketing - opportunities for SIDS to
tap into tourism
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y
Strategic marketing approach - ICT & regularly updated information
on local activities and experiences on the websites of localentrepreneurs will enable Niue to target potential visitors internets
potential to link tourism to local economic development isnt realised
Importance of local control & participation of communities in the
development of their own economies (engaging in agricultural &tourism related entrepreneurial activities) instead of relying solely on
foreign capital and investment and overseas imports
Opportunities to break away from Brittons (1987, p. 130) prediction
that tourism development in Pacific SIDS can only be achieved at theexpense of environmental degradation and loss of culture
Development of niche tourism products is demand visitors are very
keen to experience local activities
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g
Tourists - positive & unique experience in Niue. Is highly educated,
relatively wealthy and very much interested in getting a real sense ofplace. An ideal visitor - build a yield-based sustainable tourism
Strategy, challenge is to ensure that the experiences on offer meet
tourists thirst for something unique and local
Tourism sector is constrained by current marketing focus and content:
niche products related to cultural, village-based and agriculture-
related experiences are virtually non-existent, especially on major
websites such as the Niue Tourism site
Critical issues for government - local food, handicraft, village life
experiences are limited. Poor community understanding of tourism
and limited mechanisms to engage local people in the tourism
development process can lead to conflict at a later date
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g
Agriculture should be seen as being more than simply a source of
foodcreate a sense of place as tourists gaze upon the traditionallandscape and farming methods
Good & responsible tourists worried about environment, modern
agriculture can choose to engage with local food & economically,
socially sustainable behaviour
Tourism development plans need to be drawn up based on the
assumption that the economic benefits of tourism will stimulate other
sectors of the economy, in particular agriculture
High costs of food imports & available cargo space on Air NZ Niue
consider increasing agriculture production. Small-scale growers are
often willing to handle smaller and irregular orders from an SMTE
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g
Government & donors have placed a strategic focus on the
development of more sustainable forms of tourism - emphasis oneconomic benefits for locals & sustainability of environment and
culture
Timely and robust research is essential if Niue is to truly measure and
enhance tourisms ability to achieve the strategic objectives set for it
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Thank you
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Thanks my NZTRI family