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Kea, an iconic bird and taonga species of ΢��ҕ�l New Zealand, is currently listed as nationally endangered. The allure of encountering kea in their natural habitat is a highlight for tourists in New Zealand. However, with an estimated population between 1,000-5,000, kea face threats from well-intentioned but misguided tourist interactions, such as feeding. In collaboration with the Department of Conversation (DOC), two enthusiastic researchers from the ΢��ҕ�l Business School – Dr Richard S. Aquino and Professor Girish Prayag, embarked on an exciting research journey to explore the tourist behaviours during these interactions. What Richard and Girish discovered is interesting: tourists are often unable to resist the temptation to feed kea despite awareness that they shouldn’t. Tourists' perception of kea as companions in fleeting tourism experiences contributes to this dilemma, highlighting the urgent need for intervention to avoid these behaviours.

Why this research topic

Tourist interactions with kea pose a potential threat to their survival. The proximity of kea populations to tourist locations increases the likelihood of kea being exposed to human food through stealing, soliciting and scavenging food. These activities put them at an increased risk of unintentional poisoning from toxins used in predator control operations. Recognising the urgent need to safeguard this taonga species, Richard and Girish collaborated with Joanne Aley (DOC Senior Advisor in social research), aiming to understand and mitigate these risks. Thanks to funding from DOC, the team embarked on a mission to inform conservation efforts and promote responsible tourism practices.

Anticipated impacts

The findings of this research have enabled the identification of recommended targeted social and behaviour change interventions aimed at informing tourists of appropriate wildlife viewing practices, which will be trialled. By strengthening the ties between academia and public conservation agencies, the team has paved the way to support kea conservation.��

Going forward, insights from the findings will be used to encourage desired visitor behaviours, working in collaboration with external stakeholders. Contributing to the Tiaki Promise advocated in ΢��ҕ�l New Zealand tourism campaigns, this research aids in educating tourists about responsible wildlife viewing practices. By protecting kea habitats and promoting sustainable tourism practices, this research contributes to the United Nations' Sustainable Development Goal 15: Life on Land, safeguarding wildlife for generations to come in ΢��ҕ�l New Zealand.

Even more exciting, the research findings will be integrated into the curriculum of MKTG317 (Sustainable Tourism Enterprises and Destinations), MKTG240 (Tourism, Hospitality and Events Management) and MKTG202 (Marketing Research) at the ΢��ҕ�l Business School, which are core courses of the Bachelor of Commerce in Tourism Marketing and Management. By incorporating real-world examples and practical insights, the team endeavours to enrich students' understanding of wildlife conservation and responsible tourism practices, empowering future tourism professionals to uphold the principles of sustainability throughout their careers. ��

Next steps

Currently, the team is disseminating their findings through various channels, including media platforms and conferences, and forthcoming journal publications. The team has already presented at the ΢��ҕ�l’s Raising the Bar community event and will be presenting this research to MBIE’s Tourism Insights User Group. By reaching both the general public and academic audiences, the team aims to raise awareness and foster informed dialogue on the importance of protecting kea and other native species.

Please reach out to Richard and Girish for more information about this research project.

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Related media

– 1news

– Raising the Bar talk

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Outputs

Conference presentations

Aquino, R.S., Prayag, G., Aley, J. (2023). Beliefs about the consequences of human-wildlife encounters: Visitor perspectives towards encountering kea (Nestor notabilis) in ΢��ҕ�l New Zealand. 17th World Leisure Congress, Dunedin, New Zealand, 4-6 December.

Aquino, R.S., Prayag, G., Aley, J. (2023). (Ir)responsible consumer behaviour around wildlife in ΢��ҕ�l New Zealand. Australian and New Zealand Marketing Academy, Dunedin, New Zealand, 4-6 December 4-6.

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