Exploring the Role of Innovation in Promoting Sustainable Tourism Development in Peripheral Communities

EXPLORING THE ROLE OF INNOVATION IN PROMOTING SUSTAINABLE TOURISM DEVELOPMENT IN PERIPHERAL COMMUNITIES: THE TOP OF THE SOUTH AQUACULTURE AND SEAFOOD TRAIL, NEW ZEALAND

This research is meant to inform the regional steering committee, local planners and businesses in the Top of the South region, of the South Island of New Zealand, of the important role that seafood and tourism can play as part of their strategic planning efforts to promote more sustainable forms of seafood tourism associated with the marine resources, heritage, and culture of the region. The central focus of the research is on the Top of the South Aquaculture and Seafood Trail (the Trail) developed through leadership of the New Zealand Marine Farming Association (MFA) located in Blenheim.

The existing Trail concept was evaluated through semi-structured interviews and surveys with a total of 46 planners and businesses in the region. Study participants perceived the Trail as a good start for further innovative and sustainable development in the region. Analysis of the present stage of the Trail concept pointed out the value of gathering expert knowledge and understanding regional capacity, and organisational changes, as a means to evaluate future prospects for the Trail as an industry lead innovation. The use of existing resources in a sustainable manner, partnership strengthening, and the consideration of resident’s attitudes and visitor demand were determined to be necessary for the improvement of the Trail and the further enhancement of the regional image.

This case study, and the stakeholder input, highlight the fact that marketing of seafood and tourism products, and outreach/education about sustainability of seafood production and harvest, overlap when it comes to economic development planning in coastal regions, dependent on tourism and aquaculture. As such, tourism holds potential for seafood companies and marine farmers to market their products and educate consumers about sustainable practices. The presence of marine farms and related seafood processing units also holds potential for tourism businesses to create new tourism products such as shown in the Top of the South region of New Zealand. Finally, the study provides evidence that seafood and tourism collaboration offers an important communication conduit for fisheries and coastal management agencies working to manage coastal regions where competition for marine space is intensifying.