ABSTRACT
Since the advent of affordable long-haul air travel, New Zealand has developed into a popular tourist destination for international travellers, with over 1.1 million foreign visitors entering the country for the purpose of tourism in 2008 (NZ Ministry of Tourism, 2009). Further, over 17 million domestic tourism trips were recorded. The popularity of New Zealand can be largely attributed to the diversity of its landscapes, including the spectacular volcanic landscapes of the North Island as well as the alpine landscapes and dramatic coastlines of the South Island with their diverse wildlife. A large proportion of international visitors visit the geothermal areas in and around Rotorua, where the local economy receives one third of its income from the 1.5 million visitors it receives annually (one third each from forestry and agriculture makes up the rest; Rotorua District Council, 2008). For NZ as a whole, tourism represents about 9.2 per cent of gross domestic product (GDP), and accounts for 9.7 per cent of total employment (NZ Ministry of Tourism, 2009).
