Introduction
This essay explores strategic approaches for New Zealand to enhance its appeal as a tourist destination for two distinct psychographic groups: allocentric and psychocentric tourists, as defined by Plog’s psychographic model. Allocentric tourists are adventurous, seeking novel and uncharted experiences, while psychocentric tourists prioritise safety, familiarity, and structured travel. Given New Zealand’s diverse landscapes and cultural offerings, it holds significant potential to cater to both groups. This paper proposes targeted strategies, including tailored attractions, marketing campaigns, and infrastructure improvements, to capture the interest of these contrasting tourist segments. By addressing their unique preferences, New Zealand can diversify its tourism base and ensure sustained growth in visitor numbers.
Understanding Allocentric and Psychocentric Tourist Needs
To devise effective strategies, it is essential to grasp the core characteristics of allocentric and psychocentric tourists. Allocentric individuals thrive on spontaneity and are drawn to destinations offering unique, less commercialised experiences. They often seek out remote locations or culturally immersive activities that deviate from mainstream tourism. Conversely, psychocentric tourists value predictability and are inclined towards well-established destinations with reliable amenities and minimal risk. They prefer structured itineraries and destinations with a proven reputation for safety and comfort (Plog, 1974). Recognising these differences is critical for New Zealand to position itself as an attractive destination for both groups, balancing adventure with accessibility.
Strategies to Attract Allocentric Tourists
For allocentric tourists, New Zealand can capitalise on its reputation for pristine natural environments and off-the-beaten-path experiences. One approach is to promote lesser-known regions, such as the Catlins in Southland, which offer rugged coastlines and abundant wildlife, ideal for explorers seeking solitude. Developing guided eco-tours or adventure packages in these areas—featuring activities like hiking or kayaking—could cater to their desire for discovery. Furthermore, marketing campaigns should target niche online communities and social media platforms frequented by adventure enthusiasts, using imagery of untouched landscapes and authentic cultural encounters with Māori heritage. Infrastructure-wise, maintaining minimal commercialisation in these regions is key, though improving basic access through sustainable transport options could enhance appeal without compromising the raw experience (Hall, 2005). These initiatives can position New Zealand as a frontier for allocentric travellers eager for novelty.
Strategies to Attract Psychocentric Tourists
To appeal to psychocentric tourists, New Zealand should focus on enhancing its well-known destinations, such as Auckland, Queenstown, and Rotorua, by ensuring safety, accessibility, and structured experiences. For instance, offering all-inclusive package holidays that include guided tours, pre-arranged accommodations, and clear itineraries would provide the predictability this group craves. Marketing efforts should emphasise New Zealand’s reputation as a safe and family-friendly destination through mainstream channels like television advertisements and travel agency partnerships, highlighting popular attractions such as the Hobbiton Movie Set or geothermal spas. Infrastructure improvements, such as upgraded public transport links between major tourist hubs and enhanced visitor information centres, would further reassure psychocentric visitors. Additionally, ensuring robust safety protocols and visible emergency services at key sites can address their prioritisation of security (Gössling & Hall, 2019). These measures collectively create a reliable and comforting environment for such tourists.
Balancing Appeal through Integrated Policies
While catering to both groups separately is vital, New Zealand must also adopt integrated policies to avoid alienating either segment. Developing dual-purpose destinations—areas offering both adventure and structured tourism—could be effective. For example, Queenstown already serves as a hub for thrill-seekers with bungee jumping and jet boating (appealing to allocentrics) but also offers scenic cruises and luxury resorts (suitable for psychocentrics). Promoting such versatility in marketing materials can showcase New Zealand’s ability to cater to diverse preferences. Moreover, investing in sustainable tourism practices ensures long-term appeal by preserving natural assets for allocentrics while maintaining high standards of infrastructure for psychocentrics. Collaboration with local communities to balance development with cultural and environmental integrity is also essential (Becken, 2013). Such a balanced approach can arguably maximise visitor diversity and economic benefits.
Conclusion
In summary, New Zealand holds immense potential to attract both allocentric and psychocentric tourists by leveraging its natural and cultural diversity through targeted strategies. For allocentrics, promoting remote regions and authentic experiences via niche marketing, alongside minimal yet sustainable infrastructure, can satisfy their thirst for adventure. For psychocentrics, enhancing accessibility, safety, and structured offerings in popular areas, supported by mainstream campaigns, addresses their need for security. An integrated approach that fosters dual-purpose destinations and sustainable practices further ensures broad appeal. The implications of these strategies are significant, as they can bolster New Zealand’s tourism sector by catering to a wider audience, ultimately fostering economic resilience and cultural preservation. By carefully balancing the needs of contrasting tourist psychographics, New Zealand can solidify its status as a premier global destination.
References
- Becken, S. (2013) Tourism and Climate Change: Risks and Opportunities. Channel View Publications.
- Gössling, S., and Hall, C. M. (2019) Sustainable Tourism: A Global Perspective. Routledge.
- Hall, C. M. (2005) Tourism: Rethinking the Social Science of Mobility. Pearson Education.
- Plog, S. C. (1974) Why Destination Areas Rise and Fall in Popularity. Cornell Hotel and Restaurant Administration Quarterly, 14(4), 55-58.
