Cultural and Heritage Tourism in Gisborne

Cultural heritage tourism is possibly the �oldest’ of the new tourism phenomena. It can be seen as offering something more or different to both the tourist and the community. Heritage is significant to different communities, groups and individuals depending on their value and attitudes and the nature of the heritage resource, and is also significant in the future of New Zealand tourism development. Throughout the duration of this essay, the benefits and issues that arise with relation to development and communities will be discussed. The region of Gisborne and the East Coast will be referred to with relation to the heritage resources it contains. The resources discussed are based on the arrival of Europeans to New Zealand and were chosen to show how resources of a similar heritage can have different issues associated with their development. The discussion will be based around communities and greatly related to the Maori community when referring to New Zealand, and also the positive and negative effects development may have.

For a tourism-based economy to sustain itself in local communities, the residents must be included partners in the process. According to Allen, Long, Perdue and Kieselbach (1988, p20) “studies have suggested that the level of tourism development is related to resident’s perceptions of community life”. Because there is a frequent interaction between the residents and the tourists, their willingness to be apart of the tourism operation and become welcoming hosts is critical to the success of the tourism industry. Therefore, communities must be involved in planning as well as be informed and consulted about the scope of the development, (Loukissas 1983; Allen et al, 1988 p16). Their values and attitudes towards tourism and perceptions of its impact on community life must be continually assessed, (Allen 1988, p16).

“Community based tourism can help to empower the residents of the destination and help enhance self-determination”, (Sharpley & Telfer 2002, p348). The role of the local community is essential, especially when considering the interpretation of representation of their cultural heritage. Murphy (1985, p121 in Smith 2003) argued strongly for communities to play an integral role in the development of tourism, and emphasized an ecological approach which emphasized the need for community control. According to Kreag (2001, p12) “visitor interest and satisfaction in the community is a source for local pride”. Therefore seeing interest from visitors could make the local residents appreciate the local resources more, as well as acknowledge the importance of their culture and their heritage, and become more involved in the development. Local involvement helps align tourism with the attitudes of the rest of the community, therefore enabling sustainable development to occur as well as acknowledging the community.

“In the 1980s, individuals questioned whether tourism was a blessing or a blight, but the issue now is essentially academic, given the value of tourism as the worlds largest industry and its role as a global employer and customer”, (Smith 2001, p 79 Theobold 2005). The essence of this quote by Valene Smith is that the activity of tourism creates impacts and consequences. These can not be prevented, however there is a strong need for planning and managing so that the negative impacts of tourism are minimized and the positives are emphasized. Different groups, communities or individuals are concerned about tourism impacts in different ways depending on their values and attitudes, and the nature of the heritage resource. Communities, whether they are large or small, are very likely to come face to face with the positives and negatives of tourism as there are many that are either directly, or indirectly related. Tourism is an industry that shows itself in the same places and uses the same services as the local community, (Community Tourism Toolbox n.d, p1). Tourism in New Zealand is extremely likely to grow and therefore the advantages and disadvantages of tourism will become more apparent and potentially more widespread. The key issues that surround cultural heritage tourism are related to such topics as; the ownership of heritage, the appropriate use of heritage, the interpretation of heritage, and the representation and authenticity of heritage, (Smith 2003, p103). All of the issues surrounding tourism and communities include both positive benefits and negative impacts.

“As tourism grows, additional opportunities are created for investment, development and infrastructure spending”, (Kreag 2001, p6). There can also be employment opportunities and educational benefits. However, this employment is often only seasonal, and can cause under-employment or unemployment during the off-seasons. Labour also may be imported rather than hired locally, especially