title: Adoption and Non-Adoption: Profiling Internet Usage among Tourists to New Zealand

authors: Rao, Ulhas

subjects: TAM

abstract: Since the explosion of the internet as a business medium, one of its primary uses has been marketing. The advantages of using the internet for business-to-consumer transactions are clear. The openness of the internet is creating opportunities for virtually all companies across various industries. The words 'internet', 'World Wide Web', 'www' or the 'web' refer to the same thing and are used interchangeably within this research study.
The tourism industry is also experiencing a rapid adoption of the internet technology for marketing travel products and services. As a destination New Zealand is a small country comprising two main land masses and smaller outlying islands, with a population of about 4 million people (Statistics New Zealand 2004). Tourism is promoted as an essential part of the national economy, particularly to earn foreign exchange and generate employment. The number of international tourists visiting New Zealand is 2.2 million (Tourism New Zealand, 2006). In New Zealand almost all regional tourism organizations (RTOs) have a web presence, thereby exposing potential tourists to an array of destinations to visit.
However, there are few New Zealand based studies that profile tourists based on their internet adoption and the differences between internet users and non-users. The question that baffles every business manager is what predisposes consumers to use a website? This is the fundamental question that motivated the study. While usability does play a major role in the adoption and use of a particular website, it is outside the scope of this project, otherwise the scope would have been too large and complicated to permit a useable questionnaire given the other concerns about respondents' past experiences and attitudes toward use of the net for the specific purposes of holiday purchases.
The study draws upon innovation diffusion theory (IDT) and more recent conceptualizations of IT adoption behaviour to examine differences among Rogers' (1995) adoption categories. Within this context, 'adoption' refers to the stage in which a technology is selected for use by an individual. 'Diffusion' refers to the stage in which the technology spreads to general use and application.
For this study an attempt is made to create a behavioural profile of visitors based on a sample of 517 overseas visitors to New Zealand. Visitors were asked to complete a questionnaire and provide information on their demographics, travel related behaviour, internet usage patterns, perceptions of the internet and online shopping in general. The thesis thus describes the initiation and evolution of an empirical research project, which investigates the adoption and diffusion of internet technologies amongst international visitors to New Zealand. The study was launched in an attempt to: 1) learn more about internet usage by visitors to New Zealand; 2) create a psychographic profile of visitors; 3) attempt to empirically validate the technology acceptance model (TAM); and 4) fill a noticeable void so that future researchers on IT and internet adoption by tourists in New Zealand have a foundation and starting point. Most of the previous research related to TAM has been in workplace related situations while studies in tourism have used students as subjects, rather than actual visitors to a particular destination (Shang et al., 2005, Moon and Kim, 2001, Klopping and McKinney, 2004). Specific market studies undertaken by destination marketing organisations or regional tourism organisations were considered only inasmuch as they aided generalization as place specificity hindered conceptual development pertaining to themes of adoption and general usage patterns.
The study seeks to build on Rogers' (1995) seminal work on the diffusion of innovations and make a unique contribution to existing diffusion studies by its focus on the individual visitors as the unit of analysis and by its test of the TAM model. This study presents descriptive results via standard statistical analysis, a cluster analysis of users and a structural equation modelling of the TAM applied within a context of international visitors to New Zealand.
The data were collected at major locations - the viaduct basin in Auckland and the international departure lounge at the Christchurch International Airport. The two locations were chosen to enable faster data collection. Initially the data was gathered at the viaduct basin in Auckland but the number of respondents was not many. Since the data collection was slow, decided to collect from Christchurch International airport where departing passengers could be approached. Individual passengers/tourists were approached and a screening question to ascertain if they were visitors or not was asked. If they were visiting, then they were asked to participate in the survey. No prior specific screening was undertaken to determine if they had used internet or not for their trip/travel to New Zealand. However, subsequent analysis shows that only 2.3% of the sample had not used the internet, and 31% of the sample had not bought tourism products or services over the internet. Therefore, overall, experience and internet usage was not uncommon for the majority of the sample, but a large proportion of non-users existed to permit comparative analysis.
While there is a bias towards males in the sample, the 19-35 years age group was slightly more numerous for both genders, than were other age groups. The results indicate that mean internet usage is comparatively high, as is familiarity with many electronic consumer durables. The sample possesses a bias toward English speaking countries, younger people and educationally higher qualified people. Internet search engines seem to be the most popular source of search.
The socio-demographic variables such as age, gender and educational attainment appeared to be but a moderate influence on general internet usage and thus on the use of the internet for booking holidays. Factor analysis of the attitudinal statements revealed six factors, which accounted for about 60 % of the total variance. The clear emergence of factors enabled the development of clusters. The clusters appear to have significance with reference to usage rates of internet.
The home ownership of electronics shows a high percentage of respondents had mobile phones. This implies that New Zealand Tourism has to look at options or possible services it can introduce to market to these people who could be using mobile devices not only in their country but also while travelling in New Zealand. Wireless is another important development in the field of technology and many of the tourism DMO in other developed countries in Europe and US are adapting approaches based on these technologies to market to potential customers.

text: Adoption and Non-Adoption: Profiling Internet Usage among Tourists to New Zealand Since the explosion of the internet as a business medium, one of its primary uses has been marketing. The advantages of using the internet for business-to-consumer transactions are clear. The openness of the internet is creating opportunities for virtually all companies across various industries. The words 'internet', 'World Wide Web', 'www' or the 'web' refer to the same thing and are used interchangeably within this research study.
The tourism industry is also experiencing a rapid adoption of the internet technology for marketing travel products and services. As a destination New Zealand is a small country comprising two main land masses and smaller outlying islands, with a population of about 4 million people (Statistics New Zealand 2004). Tourism is promoted as an essential part of the national economy, particularly to earn foreign exchange and generate employment. The number of international tourists visiting New Zealand is 2.2 million (Tourism New Zealand, 2006). In New Zealand almost all regional tourism organizations (RTOs) have a web presence, thereby exposing potential tourists to an array of destinations to visit.
However, there are few New Zealand based studies that profile tourists based on their internet adoption and the differences between internet users and non-users. The question that baffles every business manager is what predisposes consumers to use a website? This is the fundamental question that motivated the study. While usability does play a major role in the adoption and use of a particular website, it is outside the scope of this project, otherwise the scope would have been too large and complicated to permit a useable questionnaire given the other concerns about respondents' past experiences and attitudes toward use of the net for the specific purposes of holiday purchases.
The study draws upon innovation diffusion theory (IDT) and more recent conceptualizations of IT adoption behaviour to examine differences among Rogers' (1995) adoption categories. Within this context, 'adoption' refers to the stage in which a technology is selected for use by an individual. 'Diffusion' refers to the stage in which the technology spreads to general use and application.
For this study an attempt is made to create a behavioural profile of visitors based on a sample of 517 overseas visitors to New Zealand. Visitors were asked to complete a questionnaire and provide information on their demographics, travel related behaviour, internet usage patterns, perceptions of the internet and online shopping in general. The thesis thus describes the initiation and evolution of an empirical research project, which investigates the adoption and diffusion of internet technologies amongst international visitors to New Zealand. The study was launched in an attempt to: 1) learn more about internet usage by visitors to New Zealand; 2) create a psychographic profile of visitors; 3) attempt to empirically validate the technology acceptance model (TAM); and 4) fill a noticeable void so that future researchers on IT and internet adoption by tourists in New Zealand have a foundation and starting point. Most of the previous research related to TAM has been in workplace related situations while studies in tourism have used students as subjects, rather than actual visitors to a particular destination (Shang et al., 2005, Moon and Kim, 2001, Klopping and McKinney, 2004). Specific market studies undertaken by destination marketing organisations or regional tourism organisations were considered only inasmuch as they aided generalization as place specificity hindered conceptual development pertaining to themes of adoption and general usage patterns.
The study seeks to build on Rogers' (1995) seminal work on the diffusion of innovations and make a unique contribution to existing diffusion studies by its focus on the individual visitors as the unit of analysis and by its test of the TAM model. This study presents descriptive results via standard statistical analysis, a cluster analysis of users and a structural equation modelling of the TAM applied within a context of international visitors to New Zealand.
The data were collected at major locations - the viaduct basin in Auckland and the international departure lounge at the Christchurch International Airport. The two locations were chosen to enable faster data collection. Initially the data was gathered at the viaduct basin in Auckland but the number of respondents was not many. Since the data collection was slow, decided to collect from Christchurch International airport where departing passengers could be approached. Individual passengers/tourists were approached and a screening question to ascertain if they were visitors or not was asked. If they were visiting, then they were asked to participate in the survey. No prior specific screening was undertaken to determine if they had used internet or not for their trip/travel to New Zealand. However, subsequent analysis shows that only 2.3% of the sample had not used the internet, and 31% of the sample had not bought tourism products or services over the internet. Therefore, overall, experience and internet usage was not uncommon for the majority of the sample, but a large proportion of non-users existed to permit comparative analysis.
While there is a bias towards males in the sample, the 19-35 years age group was slightly more numerous for both genders, than were other age groups. The results indicate that mean internet usage is comparatively high, as is familiarity with many electronic consumer durables. The sample possesses a bias toward English speaking countries, younger people and educationally higher qualified people. Internet search engines seem to be the most popular source of search.
The socio-demographic variables such as age, gender and educational attainment appeared to be but a moderate influence on general internet usage and thus on the use of the internet for booking holidays. Factor analysis of the attitudinal statements revealed six factors, which accounted for about 60 % of the total variance. The clear emergence of factors enabled the development of clusters. The clusters appear to have significance with reference to usage rates of internet.
The home ownership of electronics shows a high percentage of respondents had mobile phones. This implies that New Zealand Tourism has to look at options or possible services it can introduce to market to these people who could be using mobile devices not only in their country but also while travelling in New Zealand. Wireless is another important development in the field of technology and many of the tourism DMO in other developed countries in Europe and US are adapting approaches based on these technologies to market to potential customers.

year: 2007

title: Decolonising otherness and sense of belonging: Autoethnography of a Korean woman migrant in Aotearoa New Zealand during the pandemic (2020-2022)

authors: Lee, Jinah

subjects: autoethnography

abstract: This autoethnography examines my lived experiences as a Korean migrant in Aotearoa New Zealand during the 2020-2022 global pandemic, interwoven with narratives from Asian women migrants in my doctoral research. Through personal and collective storytelling, I explore the intricate interplay between belonging and otherness, a duality that resonates deeply across our shared experiences. Employing a qualitative methodological approach, this study critically engages with decolonising perspectives, neo-racism, and social identity theory to unpack the complexities of ethnic and racial exclusion, cultural hybridity, and the pervasive ‘us and them’ dichotomy amplified by colonial worldviews. The narrative reveals layers of otherness ― manifested in feelings of displacement, experiences of victimisation, and unintentional harm ― while highlighting the profound human need for belonging. The findings reveal nuanced lived realities often overlooked in broader societal discourses. This study contributes to understanding the dynamics of social identity, power relations, and belonging, offering critical insights into how Asian women migrants negotiate their place in a world shaped by ethical and racial divides. It calls for a re-examination of narratives that perpetuate exclusion, advocating for more inclusive frameworks that honour diverse experiences.

text: Decolonising otherness and sense of belonging: Autoethnography of a Korean woman migrant in Aotearoa New Zealand during the pandemic (2020-2022) This autoethnography examines my lived experiences as a Korean migrant in Aotearoa New Zealand during the 2020-2022 global pandemic, interwoven with narratives from Asian women migrants in my doctoral research. Through personal and collective storytelling, I explore the intricate interplay between belonging and otherness, a duality that resonates deeply across our shared experiences. Employing a qualitative methodological approach, this study critically engages with decolonising perspectives, neo-racism, and social identity theory to unpack the complexities of ethnic and racial exclusion, cultural hybridity, and the pervasive ‘us and them’ dichotomy amplified by colonial worldviews. The narrative reveals layers of otherness ― manifested in feelings of displacement, experiences of victimisation, and unintentional harm ― while highlighting the profound human need for belonging. The findings reveal nuanced lived realities often overlooked in broader societal discourses. This study contributes to understanding the dynamics of social identity, power relations, and belonging, offering critical insights into how Asian women migrants negotiate their place in a world shaped by ethical and racial divides. It calls for a re-examination of narratives that perpetuate exclusion, advocating for more inclusive frameworks that honour diverse experiences.

year: 2025

title: Understanding the Happiness of Māori and the Role of Consumption: Experiences of the Millennial Generation

authors: de Thierry, Ebony

subjects: Māori Well-Being

abstract: Happiness is commonly perceived as the ideal state of being for  all of human kind. Although a universal definition of the term remains elusive, happiness is a goal that everybody wants to achieve. In understanding the different aspects that shape happiness, the literature has shown that this can vary depending on the cultural context. As such, this study investigates the essence of happiness as it is experienced by Māori. In understanding the experiences of the Millennial generation, the role that consumption plays is also explored. This group of young adults have been raised in an era when consumerism and cultural revitalisation are the norm.  

This investigation was guided by hermeneutic phenomenology using a kaupapa Māori research perspective. Through this, thirteen young Māori individuals were interviewed to gain their experiences of happiness. Photo elicitation techniques were utilised as a means to facilitate these interviews. Stories of the participants’ experiences of happiness were crafted and then analysed to explore the role of consumption.

Findings show that the happiness of Māori is shaped by the five themes of; sense of belonging, whānau and relationships, spirituality, achievement and success, and sense of freedom. These themes interrelate as they are underpinned by the collective values of Māori. In particular, the aspects of spirituality and sense of belonging appear to be specific to the Māori realm. These are based on customs, values and beliefs that are inherited from our ancestors yet are still prevalent today. In terms of consumption, happiness can be positively linked to experiential consumption. In this case, it can play three different roles on the happiness of Māori through either; a direct connection, an indirect connection, or a negative connection. For Māori, consumption is more likely to have an indirect connection. This implies that it is able to facilitate, maintain and enhance happiness, but is not essential to creating these feelings. This investigation contributes to the literature in four ways. First, this study serves as a starting point to developing a comprehensive framework of happiness that is specific to the culture, views and values of Māori. This will assist Māori through ensuring that they are accurately represented in policies, frameworks and statistics. Second, it proposes five guidelines for Māori which suggest how they can maximise happiness through consumption. Third, this study provides a more up-to-date understanding of the happiness of Māori at the individual level whilst incorporating the impact of collective values. Marketers, researchers and practitioners can utilise this information in an attempt to aid in improving the happiness of Māori society. Finally, it shows that consumption can continue to be positively related to happiness once basic needs have been met. The positive role that consumption can play on happiness is identified, showing that marketers and consumers can work together to achieve happiness.

text: Understanding the Happiness of Māori and the Role of Consumption: Experiences of the Millennial Generation Happiness is commonly perceived as the ideal state of being for  all of human kind. Although a universal definition of the term remains elusive, happiness is a goal that everybody wants to achieve. In understanding the different aspects that shape happiness, the literature has shown that this can vary depending on the cultural context. As such, this study investigates the essence of happiness as it is experienced by Māori. In understanding the experiences of the Millennial generation, the role that consumption plays is also explored. This group of young adults have been raised in an era when consumerism and cultural revitalisation are the norm.  

This investigation was guided by hermeneutic phenomenology using a kaupapa Māori research perspective. Through this, thirteen young Māori individuals were interviewed to gain their experiences of happiness. Photo elicitation techniques were utilised as a means to facilitate these interviews. Stories of the participants’ experiences of happiness were crafted and then analysed to explore the role of consumption.

Findings show that the happiness of Māori is shaped by the five themes of; sense of belonging, whānau and relationships, spirituality, achievement and success, and sense of freedom. These themes interrelate as they are underpinned by the collective values of Māori. In particular, the aspects of spirituality and sense of belonging appear to be specific to the Māori realm. These are based on customs, values and beliefs that are inherited from our ancestors yet are still prevalent today. In terms of consumption, happiness can be positively linked to experiential consumption. In this case, it can play three different roles on the happiness of Māori through either; a direct connection, an indirect connection, or a negative connection. For Māori, consumption is more likely to have an indirect connection. This implies that it is able to facilitate, maintain and enhance happiness, but is not essential to creating these feelings. This investigation contributes to the literature in four ways. First, this study serves as a starting point to developing a comprehensive framework of happiness that is specific to the culture, views and values of Māori. This will assist Māori through ensuring that they are accurately represented in policies, frameworks and statistics. Second, it proposes five guidelines for Māori which suggest how they can maximise happiness through consumption. Third, this study provides a more up-to-date understanding of the happiness of Māori at the individual level whilst incorporating the impact of collective values. Marketers, researchers and practitioners can utilise this information in an attempt to aid in improving the happiness of Māori society. Finally, it shows that consumption can continue to be positively related to happiness once basic needs have been met. The positive role that consumption can play on happiness is identified, showing that marketers and consumers can work together to achieve happiness.

year: 2012