Tourism New Zealand has conducted a fascinating research project into Aboriginal Tourism and the barriers and opportunities facing the sector.  What's especially interesting is that instead of applying a traditional methodology, the researchers integrated the culture of the Maori's into their research design.



Using Maori concepts like "the whanau principle" (extended family), "khanohi ki te khanohi" (face to face) and traditional storytelling versus interviewing, the researchers were able to break down the cultural barriers that often exist between the tourism industry and aboriginal groups and arrive at some real insights into their subject matter.

It's a great model and a useful reminder to folks involved in research and the tourism industry that the core of our business is driven by social values, not bricks and mortar or hotels and airplanes.

For an interesting look at a culturally-sensitive research technique, check out Maori Tourism: Concepts, Characteristics and Definition.