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: Sustainable dance making: Dancers and choreographers in collaboration

authors: Barbour, Karen

subjects: sustainability

abstract: In this paper I explore the notion of sustainability, drawing from environmental
policy and activism, and apply this notion to the process of dance making. I begin
by defining sustainability, and move to exploring both the professional and
community contexts of dance making and the practices of collaboration. In many
ways, the motivation for this paper comes from a deeply felt concern I have
regarding the practices of dance making in the professional dance ‘industry’,
particularly as I have observed in New Zealand; practices which I regard as not
only unsustainable but sometimes even harmful to dancers and choreographers.
I begin by sharing a brief story about my experiences as a dancer as background
to my argument.

text: Sustainable dance making: Dancers and choreographers in collaboration In this paper I explore the notion of sustainability, drawing from environmental
policy and activism, and apply this notion to the process of dance making. I begin
by defining sustainability, and move to exploring both the professional and
community contexts of dance making and the practices of collaboration. In many
ways, the motivation for this paper comes from a deeply felt concern I have
regarding the practices of dance making in the professional dance ‘industry’,
particularly as I have observed in New Zealand; practices which I regard as not
only unsustainable but sometimes even harmful to dancers and choreographers.
I begin by sharing a brief story about my experiences as a dancer as background
to my argument.

year: 2008

title: Te karanga tūturu o maieke:  Ngāti Kuri women’s taiao geographies

authors: Ringham, Sandra Lee

subjects: Māori and Indigenous geographies

abstract: This research examines the relationships, identities and sense of belonging of Māori women of within the Ngāti Kuri iwi (tribe) and te taiao (the natural world, environment, nature, country) in Te Hiku o te Ika, Far North, Aotearoa New Zealand. It shows how Ngāti Kuri women and te taiao are embedded in - yet also resist - colonial and patriarchal discourses. 
The Kaupapa Māori and Mana Wahine theoretical framework decolonises and transforms the ways in which Māori women have been represented and marginalised. Pūrākau (storywork) as a theory and methodology ensures Ngāti Kuri women’s stories are told by them and for them. Indigenous relational geography is woven into the theoretical framework to further understand Indigenous relationships to place and diverse feelings of belonging and responsibility.
Whakawhiti kōrero (research conversations), wānanga (workshops) and tipi haere (mobile wānanga) were carried out with 19 Ngāti Kuri women. Approximately 40 people from the iwi and / or scientific communities contribute to the thesis through the initiatives of the Ngāti Kuri Relationship Working Group (NKRWG), the Auckland War Memorial Museum and other research partners and as conservationists. 
Findings are organised around three themes: identities; relationships; and a sense of belonging. The first theme introduces Ngāti Kuri women’s identities as leaders and drivers of change, disrupting and dismantling the intersection of patriarchal and colonial discourse. The pūrākau of Maieke, a founding ancestress of Ngāti Kuri, brings to light the reclamation and transformation of Māori women’s identities and geographies, as defined by participants. Pre-colonisation Ngāti Kuri women had the capacity and authority to become a governing force in the daily lives of the iwi. The second theme highlights colonial and patriarchal naming of our world. Ngāti Kuri women are reconfiguring relationships and representation through the scientific naming of taonga (culturally valuable objects and species). Values and principles of kaitiakitanga (inherited guardianship) and whakawhanaugatanga (relating well to others) guide the naming process. The third theme focuses on participants’ reflections and understandings of the ways in which they sense place and feelings of belonging. Participants’ engagement with te taiao - through singing, storying and sensing place – highlights the way te taiao re-centres and transforms Ngāti Kuri women’s relationships and experiences of belonging to iwi homelands.
Importantly, the thesis concludes with a discussion of the challenges, successes and actions of Ngāti Kuri women as they continue to strive for tino rangatiratanga (self-determination), social and environmental well-being. I conceptualise new geographies that account for, and celebrate, uniquely Ngāti Kuri understandings of identities, relationships and feelings of belonging. Finally, a short creative story ends the thesis in order to show the transformative power of Ngāti Kuri women’s te taiao experiences.

text: Te karanga tūturu o maieke:  Ngāti Kuri women’s taiao geographies This research examines the relationships, identities and sense of belonging of Māori women of within the Ngāti Kuri iwi (tribe) and te taiao (the natural world, environment, nature, country) in Te Hiku o te Ika, Far North, Aotearoa New Zealand. It shows how Ngāti Kuri women and te taiao are embedded in - yet also resist - colonial and patriarchal discourses. 
The Kaupapa Māori and Mana Wahine theoretical framework decolonises and transforms the ways in which Māori women have been represented and marginalised. Pūrākau (storywork) as a theory and methodology ensures Ngāti Kuri women’s stories are told by them and for them. Indigenous relational geography is woven into the theoretical framework to further understand Indigenous relationships to place and diverse feelings of belonging and responsibility.
Whakawhiti kōrero (research conversations), wānanga (workshops) and tipi haere (mobile wānanga) were carried out with 19 Ngāti Kuri women. Approximately 40 people from the iwi and / or scientific communities contribute to the thesis through the initiatives of the Ngāti Kuri Relationship Working Group (NKRWG), the Auckland War Memorial Museum and other research partners and as conservationists. 
Findings are organised around three themes: identities; relationships; and a sense of belonging. The first theme introduces Ngāti Kuri women’s identities as leaders and drivers of change, disrupting and dismantling the intersection of patriarchal and colonial discourse. The pūrākau of Maieke, a founding ancestress of Ngāti Kuri, brings to light the reclamation and transformation of Māori women’s identities and geographies, as defined by participants. Pre-colonisation Ngāti Kuri women had the capacity and authority to become a governing force in the daily lives of the iwi. The second theme highlights colonial and patriarchal naming of our world. Ngāti Kuri women are reconfiguring relationships and representation through the scientific naming of taonga (culturally valuable objects and species). Values and principles of kaitiakitanga (inherited guardianship) and whakawhanaugatanga (relating well to others) guide the naming process. The third theme focuses on participants’ reflections and understandings of the ways in which they sense place and feelings of belonging. Participants’ engagement with te taiao - through singing, storying and sensing place – highlights the way te taiao re-centres and transforms Ngāti Kuri women’s relationships and experiences of belonging to iwi homelands.
Importantly, the thesis concludes with a discussion of the challenges, successes and actions of Ngāti Kuri women as they continue to strive for tino rangatiratanga (self-determination), social and environmental well-being. I conceptualise new geographies that account for, and celebrate, uniquely Ngāti Kuri understandings of identities, relationships and feelings of belonging. Finally, a short creative story ends the thesis in order to show the transformative power of Ngāti Kuri women’s te taiao experiences.

year: 2022