The following information is a comprehensive summary
on Māori culture from Visitor Experience Monitor results from the
years 2008 to 2011.
Overall, two out of every five international visitors in 2010/11
participated in either an activity focused solely on Māori culture
or an activity that had an element of Māori culture.
Māori Cultural Performances have the highest levels of
participation - a third of all in visitors in 2010/11 - however
conversion of interest to participation is relatively low at four
Fewer Australian visitors participate in Māori Cultural
Performances than other markets, except the Japanese who also have
low participation levels. For Australians this could be due to
having taken a visit previously and shorter holidays.
Half of geothermal park visits and sightseeing tours were
perceived by visitors as having Māori cultural elements.
There are typically high levels of awareness before booking that
an activity includes Māori cultural elements with this being a
driving force in choosing activity providers.
Although most visitors who participate in an activity with a Māori
Cultural element suggest that it increased their satisfaction with
that particular activity, the impact on overall satisfaction is
Satisfaction with activities involving Māori
Satisfaction with Māori cultural activities are rated reasonably
well and in line with the average satisfaction level of all
Price was the area of Māori Cultural activities that was rated
lower than other aspects of the experience however this concern
with cost is reflected across all activities.