Case Study: Tourism New Zealand website
New Zealand is a small country of four million inhabitants, a long-haul flight from all the major tourist-generating markets of the world. Tourism currently makes up 9% of the country’s gross domestic product, and is the country’s largest export sector. Unlike other export sectors, which make products and then sell them overseas, tourism brings its customers to New Zealand. The product is the country itself – the people, the places and the experiences. In 1999, Tourism New Zealand launched a campaign to communicate a new brand position to the world. The campaign focused on New Zealand’s scenic beauty, exhilarating outdoor activities and authentic Maori culture, and it made New Zealand one of the strongest national brands in the world.
A key feature of the campaign was the website www.newzealand.com, which provided potential visitors to New Zealand with a single gateway to everything the destination had to offer. The heart of the website was a database of tourism services operators, both those based in New Zealand and those based abroad which offered tourism service to the country. Any tourism-related business could be listed by filling in a simple form. This meant that even the smallest bed and breakfast address or specialist activity provider could gain a web presence with access to an audience of long-haul visitors. In addition, because participating businesses were able to update the details they gave on a regular basis, the information provided remained accurate. And to maintain and improve standards, Tourism New Zealand organised a scheme whereby organisations appearing on the website underwent an independent evaluation against a set of agreed national standards of quality. As part of this, the effect of each business on the environment was considered.
To communicate the New Zealand experience, the site also carried features relating to famous people and places. One of the most popular was an interview with former New Zealand All Blacks rugby captain Tana Umaga. Another feature that attracted a lot of attention was an interactive journey through a number of the locations chosen for blockbuster films which had made use of New Zealand’s stunning scenery as a backdrop. As the site developed, additional features were added to help independent travelers devise their own customised itineraries. To make it easier to plan motoring holidays, the site catalogued the most popular driving routes in the country, highlighting different routes according to the season and indicating distances and times.
Later, a Travel Planner feature was added, which allowed visitors to click and ‘bookmark’ places or attractions they were interested in, and then view the results on a map. The Travel Planner offered suggested routes and public transport options between the chosen locations. There were also links to accommodation in the area. By registering with the website, users could save their Travel Plan and return to it later, or print it out to take on the visit. The website also had a ‘Your Words’ section where anyone could submit a blog of their New Zealand travels for possible inclusion on the website.
The Tourism New Zealand website won two Webby awards for online achievement and innovation. More importantly perhaps, the growth of tourism to New Zealand was impressive. Overall tourism expenditure increased by an average of 6.9% per year between 1999 and 2004. From Britain, visits to New Zealand grew at an average annual rate of 13% between 2002 and 2006, compared to a rate of 4% overall for British visits abroad.
The website was set up to allow both individuals and travel organisations to create itineraries and travel packages to suit their own needs and interests. On the website, visitors can search for activities not solely by geographical location, but also by the particular nature of the activity. This is important as research shows that activities are the key driver of visitor satisfaction, contributing 74% to visitor satisfaction, while transport and accommodation account for the remaining 26%. The more activities that visitors undertake, the more satisfied they will be.It has also been found that visitors enjoy cultural activities most when they are interactive, such as visiting a marae (meeting ground) to learn about traditional Maori life. Many long-haul travelers enjoy such learning experiences, which provide them with stories to take home to their friends and family. In addition, it appears that visitors to New Zealand don’t want to be ‘one of the crowd’ and find activities that involve only a few people more special and meaningful.
It could be argued that New Zealand is not a typical destination. New Zealand is a small country with a visitor economy composed mainly of small businesses. It is generally perceived as a safe English-speaking country with a reliable transport infrastructure. Because of the long-haul flight, most visitors stay for longer (average 20 days) and want to see as much of the country as possible on what is often seen as a once-in-a-lifetime visit. However, the underlying lessons apply anywhere – the effectiveness of a strong brand, a strategy based on unique experiences and a comprehensive and user-friendly website.
Questions 1 - 7
Complete the table below.
Choose ONE WORD ONLY from the passage for each answer.
Write your answers in boxes 1-7 on your answer sheet.
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Question (8)
Do the following statements agree with the information given in Reading Passage 1?
In boxes 8-13 on your answer sheet, write
TRUE if the statement agrees with the information
FALSE if the statement contradicts the information
NOT GIVEN if there is no information on this
8
The website www.newzealand.com aimed to provide ready-made itineraries and packages for travel companies and individual tourists.
9
It was found that most visitors started searching on the website by geographical location.
10
According to research, 26% of visitor satisfaction is related to their accommodation.
11
Visitors to New Zealand like to become involved in the local culture.
12 Visitors like staying in small hotels in New Zealand rather than in larger ones.
13
Many visitors feel it is unlikely that they will return to New Zealand after their visit.
Reading Passage 2 has six paragraphs, A-F
Choose the correct heading for each paragraph from the list of headings below.
Write the correct number, i-viii, in boxes 14-19 on your answer sheet.
List of Headings
i | The productive outcomes that may result from boredom |
ii | What teachers can do to prevent boredom |
iii | A new explanation and a new cure for boredom |
iv | Problems with a scientific approach to boredom |
v | A potential danger arising from boredom |
vi | Creating a system of classification for feelings of boredom |
vii | Age groups most affected by boredom |
viii | Identifying those most affected by boredom |
Paragraph A
14
Paragraph B
15
Paragraph C
16
Paragraph D
17
Paragraph E
18
Paragraph F
19
Look at the following people (Questions 20-23) and the list of ideas below.
Match each person with the correct idea, A-E.
Write the correct letter, A-E, in boxes 20-23 on your answer sheet.
List of Ideas
A | The way we live today may encourage boredom. |
B | One sort of boredom is worse than all the others. |
C | Levels of boredom may fall in the future. |
D | Trying to cope with boredom can increase its negative effects. |
E | Boredom may encourage us to avoid an unpleasant experience. |
Peter Toohey
20
Thomas Goetz
21
John Eastwood
22
Francoise Wemelsfelder
23
Questions 24 - 26
Complete the summary below.
Choose ONE WORD ONLY from the passage for each answer.
Write your answers in boxes 24-26 on your answer sheet.
Responses to boredomFor John Eastwood, the central feature of boredom is that people cannot 24 due to a failure in what he calls the ‘attention system’, and as a result they become frustrated and irritable. His team suggests that those for whom 25 is an important aim in life may have problems in coping with boredom, whereas those who have the characteristic of 26 can generally cope with it. |
Question (27)
Choose the correct letter, A, B, C or D.
Write the correct letter in boxes 27-31 on your answer sheet.
What is the writer suggesting about computer-produced works in the first paragraph?
- A
- B
- C
- D
According to Geraint Wiggins, why are many people worried by computer art?
- A
- B
- C
- D
What is a key difference between Aaron and the Painting Fool?
- A
- B
- C
- D
What point does Simon Colton make in the fourth paragraph?
- A
- B
- C
- D
The writer refers to the paintings of a chair as an example of computer art which
- A
- B
- C
- D
Complete each sentence with the correct ending, A-G below.
Write the correct letter, A-G, in boxes 32-37 on your answer sheet.
List of Ideas
A | generating work that was virtually indistinguishable from that of humans. |
B | knowing whether it was the work of humans or software. |
C | producing work entirely dependent on the imagination of its creator. |
D | comparing the artistic achievements of humans and computers. |
E | revealing the technical details of his program. |
F | persuading the public to appreciate computer art. |
G | discovering that it was the product of a computer program |
Simon Colton says it is important to consider the long-term view then
32
David Cope’s EMI software surprised people by
33
Geraint Wiggins criticized Cope for not
34
Douglas Hofstadter claimed that EMI was
35
Audiences who had listened to EMI’s music became angry after
36
The participants in David Moffat’s study had to assess music without 37
Question (38)
Do the following statements agree with the claims of the writer in Reading Passage 3?
In boxes 38-40 on your answer sheet, write
YES if the statement agrees with the claims of the writer
NO if the statement contradicts the claims of the writer
NOT GIVEN if it is impossible to say what the writer thinks about this
38
Moffat’s research may help explain people’s reactions to EMI.
39
The non-experts in Moffat’s study all responded in a predictable way.
40
Justin Kruger’s findings cast doubt on Paul Bloom’s theory about people’s prejudice towards computer art.