An exploration of tourism, seasonality, and market development in Northland, New Zealand : a 52.787 thesis presented in partial fulfilment of the requirements for the degree of Master of Business Studies in Management at Massey University

Abstract

This thesis examines the issue of seasonality of demand in Northland's tourism industry. It approaches this topic from both the demand and supply sides of the tourism industry. The thesis reviews the seasonality literature as it relates to tourism and highlights the paucity of recent research on this issue. The results are presented from three separate surveys of the stakeholders with a vested interest in this issue. A sample of 548 Auckland residents is examined and their potential contribution to Northland's tourism industry is evaluated in relation to seasonality issues. A sample of 23 of Northland's tourism-related businesses is also examined to gain an understanding of the severity of the region's seasonality problems and to show how affected businesses are coping. A sample of 534 visitors to Northland is also examined to assess their experiences of the region and its tourism-related businesses. Together these surveys provide a more holistic assessment of tourism and seasonality and the interrelationship between the factors which shape patterns of holiday travel in the region. The study identifies the groups of visitors most prone to seasonality and also identifies disparities between the behaviours of the sample groups. This may offer a number of options for lessening seasonality and its effects in the region.