TOURISM EMPLOY ENT AND RESIDENTS' ATTITUDES IN ...

TOURISM EMPLOY�ENT AND RESIDENTS' ATTITUDES

IN RAROTONGA, COOK ISLANDS

A THESIS SUBMITTED TO THE GRADUATE DIVIS·ION UNIVERSITY OF HAWAII HI PARTIAL FULF ILLMENT

OF THE REQUIREMENTS FOR THE DEGREE OF

MASTER

IN URBAN AND REGIONAL PLANNING

AUGUST 1982

by

Pamela Takiora Ingram Pryor

Thesis Co1T1Tiittee:

Tom Dine 11 John C. Holmstrom

Chuck Gee

i i

We certify that we h ave read this thesis and that in our opinion

it is satisfactory in scope and quality as a thesis f or the degree

of Master in Urban and Regional Planning.

THESIS COMMITTEE

.

- JS&2 -� {/i.ua -� �-

i i i

ACKNOWLEDGMENTS

Many people gave me assistance in the preparation reserach,

analysis and writing stages of this thesis. I would like to thank

the Honorable Iaveta Short, Mini?ter of Tourism of the Cook Islands;

Tern� Okotai, General Manager of the Tourist Authority, and the whole

Tourist Authority Board for their time and support. Prime Minister

Sir Thomas Davis has given me much encouragement and ,members of the

Cook Islands Statistics Office, especially_ Andrew. Turua gave me

invaluable help. Others in Rarotonga who were helpful are George

Ellis, George Cowan, �armen Temata, Don Hunter, Marie Melvin.

In Hawaii I would like to thank Tom Dinell, John Holmstrom and

Chuck Gee for their persistence and patience. Norman Okamura, John

Knox, Renee Heyuni, Barbara Awa also generously gave their time and

guidance.

All of this would not have· been possible without the

understanding of my husband, Tap, and children, Paka and Kamaki.

TABLE OF CONTENTS

ACKNOWLEDGMENTS .

TABLE OF CONTENTS

LIST OF TABLES .

LIST OF FIGURES

CHAPTER 1:

CHAPTER 2:

PURPOSE AND OVERVIEW

1. 1

l. 2

1.3

1.4

1.5

1.6

1. 7

1.8

Introduction . . . . Purpose and Utility of the Study Research Methodology . The Cook Islands . . The Economy . . . .

Climate . . . . . .

Population Dynamics Land Tenure and Political History

THE RAROTONGA TOURIST INDUSTRY

2.1 The Role of Government . . .

2.2 Visitor Arrivals . . . . .

2.3 Seasonality and Length of Stay

. ' .

2.4 Tourist Transportation and Accomodation 2.5 Ownership of Hotels and Motels . .

CHAPTER 3: .

TOURISM'S CONTRIBUTION TO EMPLOYMENT

3.1 Features of Tourism Employment .

3.2 Objectives and Survey Methodology 3.3 Results of Survey . . . . . . . .

3.4 Students' and Residents' Attitudes Toward Employment in the Industry

iv

i i i

iv

vi

xi

1

1

9

9

10

11

16

17

19

23

23

27

30

31

41

45

45

52

54

67

v

CHAPTER 4: RESIDENTS' ATTITUDES TOWARD TOURISM AND TOURISTS . . . . . . . . . 77

4 .1 Background . . . . . . 77

4.2 Survey Design and Methodology 83

4.3 Analysis and Results of the Household Survey . . . . 86

4.4 Findings . . . 87

4.5 Analysis· and Results of the High School Survey 112

4.6 Results of Leadership Intervi e\-JS 115

CHAPTER 5: CONCLUSION . . . . . . . . . . 122

5. l Introduction . . . . 122

5.2 Review of Principal Patterns 123

5.3 Cultural Considerations . . . 127

5.4 Monitoring Growth and Further Research 130

5.5 Recommendations 133

APPENDIX 139

B IBL I OGRA PHY 155

vi

LIST OF TABLES

Table Page

2

3

4

5

6

7

8

9

10

11

Value of Exports by Commodity in Agricultural Sector 15

Only, Cook Islands, 1971 Through 1977.

Visitor Arrivals by Nationality, Rarotonga, Cook Islands, 1975 Through 1978.

Central Pacific Region, Number of Tourist Units by Country, 1976 and 1977.

Number of Visitors by Country in the Central· Pacific Region, 1976 and 1977.

Number of Hotels/Motels, Rooms, and Visitors Rarotonga, Cook Islands, 1971-1978.

Number of Rooms, Beds and Rates by Visitor Accommodations Facility, Rarotonga, Cook Islands - 1979.

Ownership of Hotels/Motels, Rarotonga, Cook Islands - 1978

.

Ownership Distribution of Tourism Facilities Other than Accommoda tion, Rarotonga, Cook Is 1 ands - 19 7 8

Tourism Employment Showing Occupations, Rarotonga, Cook Islands - 1978.

Primary Tourism Employment, Rarotonga, Cook Islands - 1978

Economically Active Population (By Occupation and Sex), Rarotonga, Cook Islands - 1979

28

34

35

36

38

43

44

55

57

58

vii

Table

12 Total Primary Tourism Employment by Sex, 59

Rarotonga, Cook Islands - 1978

.13 Primary Employment - Hotel/Motel, Distribution 59

by Age, Rarotonga, Cook Islands - 1978

14 Total Part-Time Tourism Employment by Nationality 61

and Sex, Rarotonga, �ook Islands - 1978

15 Primary Employment - Hotel/Motel, Distribution 63

by Nationality and Occupation, Rarotonga, Cook Islands - 1978

16 Total Primary Tourism Employment by Nationality 64


17 Foreign Hotel Employees Showing Age, Nationality 65

and Salary, Rarotonga, Cook Islands - 1978

18 Primary Tourism Employment of Cook Islanders, 66

Distribution by Hotel/Motel and Salary/Wage, Rarotonga, Cook Islands - 1978

19 Air Transportation Employees, Nationality and 68

Salaries, Rarotonga, Cook Islands - 1978

20 Air Transportation Employees Occupation, 69

Nationality and Sex, R�rotonga, Cook Islands - 1978

21 Airport Operations Salaries Analysis for 70

Non-Nationals, Rarotonga, Cook Islands - 1978

· 22 Airport Operations, Cook Island Employees Salaries 71

and Sex Distributions, Rarotonga, Cook Islands - 1978

23 Students Wanting Careers in Hotels/Motels, 73


Table

24

25

26

27

28

29

30

31

32

33

34

Students Wanting Careers in Other Tourism Related Induitries, Rarotonga, Cook Islands - 1977

Students Wanting Careers in Tourism Related Industry ( Other than Hotel/Motel, Rarotonga, Cook Islands - 1977

Number of Respondents by Village of Residence, Survey of Houeholds, Rarotonga, Cook Islands -June 1977

Number of Respondents by Sex, Survey of Households, Rarotonga, Cook Islands - June 1977

Number of Respondents by Age Group, Survey of Households, Rarotonga, Cook Islands - June 1977

Number of Respondents by Educational Level, Survey of Households» Rarotonga, Cook Islands -June 1977

Number of Respondents by Nationality, Survey of Hous eholds, Rarotonga, Cook Islands - June 1977

Number of Respondents by Place of Birth, Survey of Hous eholds, Rarotonga, Cook Islands - June 1977

Number of Respondents by Length of Residence in Rarotonga, Survey of Households, Rarotonga, Cook Islands - June 1977

Employment of Respondents, Survey of Households, Rarotonga, Cook Islands - June 1977.

Income of Res idents, Survey of Households, Rarotonga, Cook Islands - June 1977

viii

Page

74

74

84

88

88

89

89

90

90

91

91

ix

Table Page

35 Residents• Attitudes Toward Airport Construction, 93

Survey of Households, Rarotonga, Cook Islands -June 1977

36 Residents• Attitudes Toward Future Hotels, Survey 93

of Households, Rarotonga, Cook Islands - June 1977

37 Residents• Attitudes Toward Construction of New 94

Hotel, Survey of Households, Rarotonga, Cook Islands - June 1977

38 Residents• Attitudes Toward Tourism, Survey 95

of Households, Rarotonga, Cook Islands -June 1977

39 Residents• Attitudes Toward Ownership of 97

Hotels/Motels, Survey of Households, Rarotonga , Cook Islands - June 1977

40 Residents' Attitudes Toward Further Tourism 97

Develop ment, Survey of Households, Rarotonga, Cook Islands - June 1977

4 1 The Most Important Development Projects in the 98 Cook Islands Over the Last 10 Years as Perc eived by Residents, Survey of Households, Rarotonga, Cook Islands - June 1977

.

42 Desired Future Volume of Tourists, Survey of 100

Households, Rarotonga, Cook Islands - June 1977

43 Attitudes Toward Present Volume of Tourists, l 00


44 Reasons for More Tourists, Survey of Households l 01

Rarotonga , Cook Islands - June 1977

Table

45 Reasons for No More Tourists, Survey of Househo 1 ds, 102

Rarotonga, Cook Islands - June 1977

46 Residents' 11Knm-1ledge11 of Rarotongan Hotel Ownership, 104


47 Residents' Knowledge of Government Policy, Survey 104

of Households, Rarotonga, Cook Islands - June 1977

48 Frequency of Contact with Tourists, Survey of 105


49 Frequency of Use of Hotel Facilities, Survey of 107


50 Residents' Perception of a Tourist, Survey of 108


51 Attitudes Toward Present Government Tourism 110

Policy, Survey of Households, Rarotonga, Cook Islands - June 1977

52 Attitudes Toward Government Policy of Controlled 110

Tourism, Survey of Households, Rarotonga, Cook Islands - June 1977

53 Residents' Perception of Government's Role in 111

Future Tourism Development, Survey of Households, Rarotonga, Cook Islands - June 1977

54 High School Students' Attitudes Toward Tourism, 114

Survey of Tereora College, Rarotonga, Cook Islands -1977

x

Figure

l

2

3

4

5

LIST OF FIGURE.S

Map of the Cook Islands

Map of Rarotonga Island

Traditional Social Organization, Rarotonga, Cook Islands

Process of Policy-Making and Implementation: Tourism

Average Room Occupancies for Trailways (40 Rooms) and Rarotongan Hotels (103 Rooms), Rarotonga� Cook Islands, 1977-1978 Financial Year

xi

Page

12

13

21

26

39

1.1 Introduction

CHAPTER 1

PURPOSE AND OVERVIEW

To what extent should the Cook Islands encourage tourism as a

means to economic development? Small in land area and population,

large in the geographic distribution of its sixteen islands, this

quasi-independent nation is confronted by the clas�ic .problem of

island people everywhere: how to generate adequate economic

strength in contemporary terms without sacrificing social, cultural,

and environmental values.

The question at first seems unanswerab 1 e because of the mix of

political and philosophical considerations involved. Even so,

pressured by real concern, extensive discussion of the issues has

occupied island people and tourism industry advocates for a long

time, especially since the advent of jet travel twenty years ago.

Perhaps because of the almost completely qualitative character of

such dialogue, no good guidelines or solutions have as yet emerged.

Since World War II, tourism has developed world-wide into a

formidable industry which in 1978 generated US$50 billion in

international revenues. {OECD 1979} In recent years tourism and

travel have made major contributions to national economic growth,

employment and infrastructure development in both developed and

developing countries. In the United States tourism is recognized as

one of the major industries generating substantial revenues, and

providing more than four million jobs. (Herrmann 1978) In Hawaii,

a mecca for Pacific tourism, it is the primary source of outside

income.

It is the only major industry which, for the foreseeable future, shows a potential of creating a substantial number of jobs for our young people entering the 1 ab or force and for outside rs migrating here at an expected rate of 8 ,000 a year, whatever the economic conditions. (Chaplin 1978:Al5)

National tourism organizations and international agencies have

researched the flow of visitors, length of stay, origin of visitors,

seasonality, accommodation requirements and occupancy rates, and

transportation requirements. However, the sociological and

philosophical nature of tourism and its effects on the people

involved remains a relatively new research field. People living in

tourist areas who Smith (1977) calls 11hosts11 and the tourists who

become their temporary 11guests" are relatively unstudied as people,

although some of the guests' characteristics are known. The history

of the anthropological approach to the analysis of tourism is short,

with Nunez publishing the first article in 1963. The first national

symposium was held in Mexico City in 1974 in conjunction with the

meetings of the American Anthropological Association. The purpose

of the Symposium was to legitimatize the study of tourism as an

academic subdiscipline. {Smith 1977) Since then other symposia

have produced a growing body of literature, i ndi ca ting a growing

2

3

concern among social scientists and governments about the impact of

tourism on destination area residents. (·Finney & Watson 1975, Ross

& Farrell 1976)

Greenwood (1970) completed the first in-depth study of the

impact of tourism on a community in Basque, Spain. He found that

tourism had an impact on agriculture, resulting in a loss of

resource control by the residents. McKean (1977) argued that,

although socio-economic change caused in part by tourism is taking

place in Bali, tourism "may in fact strengthen t.he process of

conserving, reforming and recreating certain traditions" on that

island. {Ibid:94) Cohen (1972) has attempted to devise a general

theoretical approach to the sociological aspects of international

tourism; he gives a detailed typology of tourists on the basis of

their relationship to the tourist business establishment and the

host country.

The question of the costs and benefits of tourism has frequently

been discussed. le Fevre ( 1975b) po'fnted out that tourism p 1 anni ng

has concentrated on marketing and physical employment, while

ignoring how to include the local economy in construction and

servicing of tourism facilities. These indirect benefits are of

more realistic concern to the host country than the direct benefits

which will accrue more to the two major, foreign sectors of

tourism--the airlines and the major hotels. Planning is needed in

order to ensure that the growth of tourism fits in with the

4

structure of the economy as a who 1 e. The 11 spin-offs 11 of the growth

of tourism in developing countries, such as development of domestic

food production, must be planned and implemented. The main indirect

benefit of tourism could be the removal of market size constraints

on local industries giving them an opportunity to develop on an

economic scale.

Kloke (1975) provides some economic background to assist in the

evaluation of the tourist industry's potential role in the South

Pacific. Subsistence agriculture is still an important economic

activity in many Pacific Islands, although the importance is

difficult to measure because cash is not involved. However, Kloke

reports that in 1953, 23% of the national income of Fiji was

produced by the subsistence sector; in Western Samoa in 1958 the

estimate was 50% and in the Cook Islands in 1964 it was 26%.

{Ibid.) In addition, the amount of export agriculture has grown.

Crops like copra, sugar (especially in Fiji) and tropical fruits and

vegetables play an important role in island economies. Three other

sources of foreign exchange important in South Pacific economies are

aid and subsidies from other governments, remittances from nationals

living abroad and tourism. These sources help to finance the

deficit in balance of payments caused by a higher volume of imports

over exports. This imbalance of trade is a serious problem in most

South Paci fie economies. (Ibid.) Kloke argues that tourism is an

industry that has the potential to provide employment for a growing

urban labor force to contribute to diversification of island

economies and to supply needed foreign exchange. However,

participation of the local labor force is essential to maximize the

benefits to the local economy, for if foreign labor is brought in,

the benefits to the local economy will be reduced.

5

In addition to the economic effects of tourism, the industry can

have a substantial effect on the social, cultural, political, and

environmental structures of an- isl and corrmuni ty. Fox ( 1975) points

out that while there is a need to assess the social impact of

tourism on island communities, very little reliable research has

been done. He maintained that this would be one of the greatest

challenges for tourism researchers in the future.

A study of Hawaii investigated one dimension of the cost of

tourism growth--crime. The researchers found that tourism indeed

generate a disproportion ate amount of crime, thus imposing a burden

on resident i a 1 taxpayers. (Fujii and Mak 1977)

In an effort to understand the process of community development

and change, a study of the North Kohala corrrnunity on the island of

Hawaii was undertaken in 1971. This community had relied on the

sugar industry as its main economic activity until the sugar company

announced in 1970 that plantation operations would close in 1973.

The development of· a new major resort hotel nearby, among other

events, provided new employment opportunities for the community.

The study found that incomes generated by tourism were about 19'.t

lower than those generated by sugar plantation employment. Also, it

was found that tourism increased the costs of certain goods and

services, notably housing and shoreline recreation and employed more

6

women than men. One of the recommendations of the study was a mixed

economy of agriculture and tourism in order to "soften negative

economic pressures." (State of Hawaii, DPED 1972:119)

In the Cook Islands, the area covered by this study, the

environmental impact of tourism accommodation has been reported as

significant. Okotai ( 1977} found that tourist accorrmodation has its

greatest environmental impact on the natural coastal resources, an

area already under stress as a result of past and present use by the

1 ocal population. He recommends that any future tourism development .

must take into account the impact of tourists on the coastal

landstrip and adjacent water environment. Also, other tourist

activities on the coast should be carefully managed to avoid social

conflicts between hosts and guests.

In 1974 the airport on Rarotonga, Cook Islands, was enlarged by

the government of New Zeal an� to accommodate jet traffic served by

Air New Zealand. In June, 1977, the first major hotel was opened on

Rarotonga, jointly owned by Air New Zealand, the Cook Islands

Government and the New Zealand Tourist Hotel Corporation. The hotel

added 150 rooms and the jet service brought 15,000 visitors in

1977. With these two steps accomplished, it was certain that

jet-age tourism had been established and that it would in time

grow. It seemed to be a critical time to ask the residents about

their attitudes toward tourism, perhaps the last time when these

attitudes could be measured before further growth and involvement

woulct affect the answers. Therefore, in the summer of 1977, the

7

researcher interviewed a sample of the households on Rarotonga and a

separate sample of high school students.

The issues were numerous. What did people living in a small

Pacific community really think about thousands of visitors coming to

their island. Did they eagerly approve of the industry or just

consider it the only viable form of economic development? Would

they like to work in a tourism related job? Would they invest in

tourism? Probably one of the most important issues then and now is

whether the Cook Islands should depend on tourism, for economic

development and, if so, to what extent. In order to evaluate the

merits of this approach, it was necessary to assess tourism's

contribution to employment in Rarotonga at that time. In addition,

it was necessary to know whether people wanted to work in tourism

jobs. What were the attitudes of local people toward tourism? What

were the attitudes of local people toward tourists?

If the role of tourism in the Cook Island's economy is going to

increase then it would be desirable to pursue policies which

increase the participation of local people in employment and

investment opportunities. For example, local people must be trained

for the higher paying decision-making jobs and this should be an

important part of any agreement with hotel operators. Another

example is the provision for participation of landowners and other

local people in tourism ventures.

In order to increase the acceptability or attractiveness of

employment in the tourism- industry, it is necessary to demonstrate

8

that there is a real opportunity for development. Another way to

achieve this is to familiarize local people with the industry

through visits and education.

It is important to assess what the attitudes of residents are

toward tourists and tourism. If research shows these to be

positive, then how can this ·desirable state be preserved? Some

options are to keep growth small, educate visitors on local customs

and lifestyles, estabish criteria to select types of visitors

desired and create an awareness of tourism and tourists among local

people.

If it is decided to freeze tourism at its present level (close

to 18,000 in 1980), then it might still be desirable to improve

employment and investment opportunities for local people. However,

if the decision is to increase tourism, then it is important to

monitor ef\ects of growth using data collected as a base line and to

initiate further research to determine policies which would yield

the desired results.

· To obtain sufficient information to initiate such a

decision-making process, the original 1977 surveys were designed to

allow repetition in subsequent years. In parallel, a series of

interviews were scheduled in order to record the opinions of people

in leadership roles. These separate approaches, combined with

analysis and discussion, represent the first of a series of surveys

designed to ioonitor the social and economic impacts of tourism on

the Cook Islands.

1.2 Purpose and Utility of the Study

The purposes of this study are three-fold:

1. to provide a descriptive analysis of tourism

employment in Rarotonga at this time and assess

residents' attitudes (both household heads and high

school students) toward tourism employment;

2. to describe residents' attitudes toward tourism and

tourists as people; and

3. to discuss the need and methods for monitori�g t.ourism

growth and further research.

9

The study is intended to be useful as a basis for public policy � .

consideration and recommendations. The description of tourism

employment will give policy makers in the Cook Islands a clearer

picture of employment patterns in the il'.ldustry and will allow them

to evaluate tourism employment in terms of the Cook Islands Tourist

Authority's (CITA) ·goals and policies for tourism development. The

description of residents' attitudes toward tourism will allow policy

makers to ev a 1 ua te the soc i a 1 goa 1 s of the government. The

student's views on future employment in the industry will assist the

policy makers in planning for tourism training and education.

1.3 Research Methodology

Three research methods were used to obtain the data for this

study: 1 ibrary research, surveys, and personal interviews. Because

of the unavailability of much of the necessary data, they were

10

collected for: the first time in the field. The. five main sources

were:

1. Pub 1 i shed and unpub 1 i shed ma teri a 1 avai 1ab1 e in

1 i brari es, government reports and documents, and from

other sources.

2. A survey conducted by the researcher in July 1978 of

managers of all hotels/motels and other tourism

related industries which yielded data on nationality

of employees, wages (wherever possible), ,part-time

work and other information.

3. A household survey conducted by the researcher in June

1977 which Qathered data on attitudes toward tourism

and employment, tourists, and other characteristics of

tourism development.

4. A survey conducted by the researcher in June/July 1977

of high school students in their last and

second-to-last years of high ·school. As the household

survey recorded attitudes of adults only, it was

decided to determine the attitudes of youth to give

another perspective.

5. Interviews with persons in leadership positions within

the community conducted in July 1978.

These methods will be described in more detail in later sections.

1.4. The Cook Islands

In order to understand the implications of the study, it is

11

necessary to be acquainted with the country, its economy, climate,

population dynamics, land tenure and history.

The Cook Islands consist of an archipelago of fifteen islands

which total eighty'-eight square miles in land area scattered over

1.2 million square miles of the Pacific Ocean. (Figure 1) The

islands can be divided into the northern group, which are all coral

atolls, and the southern group, which are a mixture of atoll,

volcanic and raised coral islands. The northern group is very

isolated, served only by unscheduled ships calling, but -the capital

island, Rarotonga (Figure 2), has enjoyed scheduled air service with

other countries in the Pacific since 1974.

1.5 The Economy:

The estimate of tile Cook Islands Gross Domestic Product (GDP)

was NZ$3.748 million for the fiscal year 1963/1964 (Kolff in Stace

1966). The GDP for 1970 at producer's prices was NZ$8.3 million,

and by 1977 the GDP was estimated at NZ$16.371 million. (C.I.

Statistical Bulletin 1978)

Government Revenues for 1976/1977 amounted to NZ$11.591 million

and increased to NZ$13 million in the financial year 1977/1978.

Meanwhile, government expenditures were NZ$10.8 million and NZ$13.3

million for the same years respectively. (Cook Islands Statistical

Abstract 1979)

The total value of imports for the year 1977 was NZ$17.497

mill ion while exports totalled only NZ$2.386 mill ion, indicating an .

FIGURE 1. Map of the Cook Islands

16S• W 16o•w I '

I

12

•Penrhyn

10• s ---------'", ----------• Rakahanga ---------�

i • Monihiki • Pukapuka

I •Nassau

•

•Suworrow

•Palmerston

Aitutaki • •Manuoe

Takuteo • eMitioro 2o•s -------+--------------+- • � 1 Atiu • Mauke

0

0

100

100 200

200 300miles

300 400 kilometres Approximate Scale

• Rarotonga

I · • Mangaia

16<)• w MM!

.

. • .

. .

: �

. .

N

FIGURE 2. Map of Rarotonga Island

. .

. . .

\ ' . . . .

\ \ . .

.··

• .. ....

......... . . .. ... � 1\64�, ..

�� .. J J ....

2:;;;,;�·····

0

··---�-!i'lf .•

13

.·

·--.................... ..

l 3 � KILOMCTU:l

14

excess of NZ$15.lll million in trade deficits. (Ibid.) New Zealand

provides a subsidy to the Cook Island·s which amounted to NZ$6

million for the 1978/1979 fiscal year out of a total budget of NZ$13

million. In addition, grants in foreign aid for specific projects,

such as infrastructure development, are also received from New

Zealand and Australia. Apart fr,om these financial grants, the main

sources of government revenue are import duties, export produce tax,

income and welfare tax, sales tax and overseas stamp sales. In

addition, Cook Islanders living in New Zealand remi� approximately

NZ$2 million a year to the islands. (Liew 19?7)

Trade is conducted largely with New Zealand which supplies over

80% of imports. However, New Zealand provides the Cook Islands with

an allocation of overseas exchange which makes imports from other

countries possible.

The agricultural sector has traditionally been the main economic

activity in the Cook Islands. It has been the major revenue earner

and employer of labor. The exports of the Southern Group are citrus

fruits, both fresh and processed, canned pineapples and bananas.

Copra is the chief export of the Northern Group. In 1971 the values

of exports from the agricultural sector amounted to NZ$1,402,700 and

increased to NZ$7,095,740 in 1974. By 1977 this figure had declined

to NZ$1,633,400. (Table 1.) The main destination of exports is New

Zealand.

Primary production is dependent on world markets; therefore, the

value of exports has tended to fluctuate from year to year, with a

Table 1 -- Value of Exports by Commodity in Agricultural Sector Only Cook Islands

1971 Through 1977 (OOO's <Anitted)

Commodity 1971 1972 1973 1974 1975 1976

Fresh Fruit & Vegetables 441.1 123.7 242.25 136.54 59.5 201.34

Preserved Fruit & Fruit Juices 819.6 1113.99 1506.9 6669.7 1675.4 1110.5

Copra 142.0 78.0 65.0 299.5 187.4 106.0

TOTAL 1402.7 1315.69 1814.15 7095.74 1922.3 1417.84

Source: Cook Islands Quarterly Statistical Bulletin No. 4, 1977.

1977

83.0

1301.5

248.9

1633.4

__,

<.n

16

peak in 1974 and a downward trend ever since. Since tourism became

a viable industry. after the opening of the international airport in

1974, it is becoming a major growth component. The need for

positive growth in primary production is more critical than ever if

the economy is not to become dependent primarily on tourism. It is

estimated by the CITA that the tourist industry's export earnings,

based on spending for accommodations. meals. transport, sightseeing,

liquor, entertainment, shopping and incidentals, for the year 1976

was NZ$2,324,000. They also estimated that in 1976� 39% of each

visitor dollar was remitted back overseas (leakage) leaving 61% in

the Cook Islands as net export earnings, totalling an estimated

NZ$1,417 1000. (CITA Annual Report ·1977)

Although it is a policy of the government that tourism should be

of secondary importance to agriculture,

• • • without the same level of profitability in both sectors, there is a strong possibility that tourism wi 11 draw the scarce resources of 1 abor and government revenue that could ultimately be better used in agriculture. (Liew 1977:13)

l .6 Climate

Rarotonga has a tropical climate with discernable warm and cool

periods, having an equal length of six months each. The cooler

months from May to October are drier, with lower rainfall,

·temperatures. and humidity. and the warm season runs from November

to April. Although the mean maximum temperature only varies from

17

24.9° to 29.1°c, the mean minimum temperature drops to 18.4°C.

The cool season is most attractive to Australians and New

Zealanders wishing to escape the southern winter. The warm season

could be attractive to Northern American visitors during the

northern winter.

As climate plays an important part in the success of any tourism

industry, it should be noted that although statistical averages show

that the cooler months have lower rainfall and temperatures and

would therefore be the best climate months for tour.ists, the year

1977 was an exception, where rainfall ten times higher than the

average was expe1�ienced for the month of July. The cool season of

1978 was similar, indicating that there may be some climatic change

which could produce dissatisfied visitors.

1.7 Populatjon Dynamics

While the annual growth rate of the population of the Cook

Islands continued to increase from 1902 (the year the first regular

census of population was conducted) to a high of 2.061. in 1971, by

1976 this trend had reversed itself to a non-growth situation of

-3.19%. This was due to increased emigration attributable to easier

jet travel following the opening of the airport in 1974, and

decreased birth rate attributable to improved birth control

methods. In addition, the crude birth rate and the rate of natural

increase of population has been declining. (Cook Islands Census

1976)

18

Significant changes have al so been observed fo the distribution

of population amongst the islands during· the last two decades. In

1951, 40.1% of the total population was living in Rarotonga with

59.9% living in th.e outer islands. Since then, urban drift has

raised the population of Rarotonga to 54.1% of the total in 1976.

The dependency ratio, i.e., .the ratio of the population of the

non-ymrking age group to the population of the working age group,

was 95.0% in 1951, reaching a peak of 123.4% in 1966. The ratio

decreased steadily to 115.6% in 1976. This high dependency ratio

creates a burden on the economy in the short tenn.. {Cook Islands

Census, 1976)

The populations projected by the Cook Islands Statistics Office

for 1976 ranged from 20,529 to 23,049, but the population actually

dropped from 21,323 in 1971 to 18,128 in 1976. Cook Islanders are

New Zealand citizens and can move freely between the Cook Islands

and New Zealand, making population projections almost meaningless.

"The sudden loss of population has dis.torted all the norms necessary

for mathematical projections.". {Ibid., p. 18) However, development

activities in the Cook Islands and negative economic conditions in

New Zealand. may reverse the direction of migration so that the

growth of population is assumed to be moderate "with ups and downs

in between 10% of 20,000." {Ibid., p. 20)

The total population of the Cook Islands in 1976 was 18,128 of

which 9,294 (or 51.3%) were males and 8,834 (or 48.7%) were

females. Rarotonga, the capital island has a population of 9,802 or

19

54.a of the total and Aitutaki has 2,423. Of the total population,

91.5'.t were Cook Islands Maori, 3.5'.t were Europeans, while the rest

were mixtures of Cook Islands Maori and other nationalities. Of the

heads of families, 74.6% were married and 81.9% of the heads of

household were male.

1.8 Land Tenure and Political History

At the root of all land transactions is the principle that no

person can buy or sell land in the Cook Islands. Rights are passed

on through descent in lineages and land can only be alienated by the

lineages granting leases to non-members.

Land tenure, like other characteristics of a society, can be

affected by economic change brought about by tourism development.

Throughout hi story the Paci fie Isl ands have continually altered and

amended their land tenure systems, as a result of political, social

or economic change. Such change· in itself is not novel to society.

Rapid change, however, creates impacts that are not easily absorbed

by the affected society. In the process of modernization, change is

usually rapid, and in the case of tourism the impacts on the society

are profound.

In the Cook Islands, as in many Pacific societies, a person's

rights to use of the land is determined by descent. Land tenure can

be defined as

• • • the system of relationships between men in respect to land, a means of mediating man's total relationship to his environment. It is a system

of patterns of behavior that controls a society's use of its environmental resources. (Crocombe 1974:9)

20

In Rarotonga, the way in which society organizes itself socially was

and still is important in determining land use rights. The system

of social organization that existed at the time of European contact

is outlined by Crocombe (1964:25-32) and is shown in Figure 3.

Although many elements of this traditional system are still

applicable to Rarotonga today, the system has been modified to

accommodate some social changes.

At the time of European contact the island of Rarotonga was

organized in three tribal areas (Vaka). Each tribe had a high chief

(Ariki) with his subchiefs {Mataiapo) and lesser chiefs

(Rangatira). Although the members of the "Bounty" crew are said to

have discovered Rarotonga in 1789, it was not until 1827 that the

first mission was established there. This early contact period was

dominated by missionaries, followed by whalers and traders. Britain

declared the Southern Cook Islands a British Protectorate in 1898 in

response to rumors of French interest and in 1901 New Zealand

annexed the Cook Islands. (Crocombe 1964, Morrell 1960) After

annexation, the islands were administered by a New Zealand Resident

Commissioner until August 4, 1964, when the islands attained full

internal self-government under a new Constitution. Under this

arrangement, the Mew Zeal and Government has responsibility for

defense and external affairs, but the islands are internally

self-governing. At the advent of self-government, the Cook Islands

FIGURE 3 -- Traditional Social Organization R arotonga, Cook Islands

NAME OF HEAD DESCENT GROUP

ARI KI VAKA (High Chief). (Tri be)

MATAIAPO NGATI (Chief of Major (Major Lineage)

Lineage)

RANGATIRA, KOMONO NGATI (Chief of Minor

Lineage) (Minor Lineage)

KA ITO NGA TI (Head of Branch of (Branch of Minor

Mi nor Li n�age) Lineage)

METUA UANGA (Head of Household) (Extended Family)

UNGA PUNA (Corrmoner) (Nuclear Family)

Source; Crocombe, R.G. Land Tenure in the Cook Islands, 1964

21

22

Party was elected with a majority to form the first Cabinet under

the leadership of Sir Albert Henry, a charismatic Cook Islander who

had spent many years in New Zealand working with labor unions. Sir

Albert was Premier of the country for 13 years until he was ousted

in the election of 1978.

The Cook Islands Constitution did not provide for absentee

voters. There were many Cook Islanders resident in New Zealand who

were qualified as voters, but in order to vote they had to fly to

Rarotonga. This led to the charter of aircraft by both politcal

parties to fly their supporters to Rarotonga to cast their votes.

With the assistance of fly-in votes from New Zealand, Henry's party

actually won the March elections; however, further investigation of

the election results by the Electoral Court disallowed these votes

because of charges of conspiracy, bribery and misuse of public

monies. In.a landmark decision the Court on July 24, 1978, declared

these fly-in votes to be invalid so the then opposition Democratic

Party was duly elected. This was the first time in British

Commonwealth history that an electoral court's decision has caused a

change in government. The Democratic Party under the leadership of

the Prime Minister, Sir Thomas Davis, has administered the country

since that time. In the case of tourism, it has not changed the

policies initiated by the previous government.

•,

23

CHAPTER 2

THE R AROTONGA TOURIST INDUSTRY

2.1 The Role of Government

The beginning of the tourist industry in Rarotonga dates from

May 1968 when representatives of the New Zealand Tourist and

Publicity Department and Air New Zealand, at the request of the Cook

Islands Government and the Cook Islands Tourist Devel�pment Council,

prepared a report on which the future development of the tourist

industry has been based. One of the most important recommendations

contained in this report was that a Cook Islands Tourist Development

Authority be set up to plan for an integrated, efficient and

economical tourist industry. ( Ref. Tourist & Publicity Dept. of New

Zealand, 1968) This recommendation was adopted. The Tourist

Authority Act of October, 1968 provides for the establishment of "an

Authority to encourage the development of and administer the tourist

industry and to define the functions and powers of the Authority."

( Tourist Authority Act, 1968(1 )}

The goals and policies of the Cook Islands Tourist Authority as

stated by the Authority are:

Economic:

1. To develop and promote a tourist industry which will provide a catalyst to further economic deve 1 opment.

2. To utilize tourism as a means of ra1s1ng the standard of living and improving the quality of life of the people through increased employment and other economic benefits.

3. To ensure the widest distribution of economic benefits to local residents as opposed to the concentration of such into the hands of a few or largely foreign investors.

Social and Cultural:

l • To uti 1 i ze tourism as an incentive to make us become aware of who and what we are in terms of our culture, customs and traditions by:

Revitalizing and fostering our heritage and language as living elements which $trengthen our national identify; and

Exlpoiti ng the opportunities offered to rekindle and perpetuate our tradi ti ona 1

skills, arts and organizations.

2. To harmonize tourism development with maintaining the rel axed way of life unique to the Cook Islands.

3. To minimize the economic and social disparities and conflicts which may arise within the community by:

Creating a community awareness of the implications and impact of tourism; and

Creating a climate of self-help and equipping indigenous people to take advantage of the economic and social opportunities that will arise. (Cook Islands Tourist Authority, Philosophy, Goals and Poli�ies, 1974)

24

The Cook Islands Tourist Authority (CITA) was chartered to

handle promotion, licensing, regulation and control of all

accommodation and restaurants in the Cook Islands. CITA has a Board

consisting of the FinanciQl Secretary of the Cook Islands government

25

and five other irembers appointed by the Minister. of Tourism. The

Board is responsible for 1 icens i ng, ·maintaining standards of

accorrmodation and restaurants and discharging other responsibilities

defined under the Act. Figure 4 outlines the decision-making

process for these matters under the Act. Policy proposals must be

referred to the Board through t�e Minister of Tourism before they

can be submitted to the Legislative Assembly. (Liew 1977) In

addition to the governmental body, the private sector involved in

tourism formed the Cook Islands Visitors Association. in 1975 which

attempts to promote tourism and interact with the CITA for the

mutual benefit of the industry. However, their role and

contribution to the decision-making process has been limited and for

the most part has led to frustration and ineffectiveness on the part

of the Visitors Association.

The CITA also operates two trading facilities, the Banana Court

in Rarotonga, which is a bar/nightclub, and the Rapae Motel. which

is the only visitor accommodation facility on Aitutaki. Profits

from these commercial activities provide funds for CITA acti vi ti es,

supplementing the annual grant from the legislature of NZ$80,000 in

1976/1977 which increased to NZ$123,000 in 1977/1978. The tITA

controls all of its own financial affairs. Total revenues for

1976/1977 were NZ$344,400 and total expenditures were NZ$318,900.

New Zealand Government Aid provides for the employment costs of the

General Manager and has assisted in financing a new promotional

movie, a tourism facilities plan, and refurbishment of offices.

( CITA)

FIGURE 4.

PROCESS OF POLICY-MAKING AND IMPLEMENTATION : TOURISM

DEBATE/PASSED.+--��---,� LAW

SUBMISSION -- - COMMENT\(' DRAFT PROPOSALS

-- E'�E_C!l(l_N!, _ -7 MINISTER OF

TOURISM

REFERRAL__� ------

SUBMISSIONS

TOURIST : AUTHORITY I ACKNOwL EDGEMENTl'""PLEMENTAT!O,N

@M'MOO) �TORS

��I ATION

Source: Liew 1977

· SOCIAL

AND PHYSICAL

ENVIRONMENT

N

O"I

27

2.2 Visitor Arrivals

Until the opening of the international airport in 1974, the

number of visitors to Rarotonga was negligible. A 11 visitor11 is a

person who intends to leave the Cook Islands within 31 days from the

date of arrival. [This is the definition used by the Cook Islands

Statistics Office.] From 1966·through 1970, the total numbered only

2,016 visitors. After the commencement of jet service, the total

increased from l,776 in 1973 to 6,477 in 1974. The year 1975 shows

an increase of 59% over the previous year in visitor arrivals, for a .

total of 10,962. The next significant rise in visitor arrivals was

the year 1977, after the opening of the Rarotongan Hotel, an

increase of 58% over the previous year for a total of 14,584.

(Table 2)

The breakdown of visitor arrivals by country of origin for 1975

shows an unusual pattern. Although New Zealanders made up the

largest group of visitors ( 46.6%·), the greatest increase of visitors

from any one country was recorded by the French/Tahitians. (Liew

1977) In the period 1966-1970 they made up only 4% of the total

figure, but by 1975 their proportion had increased to 19.3%.

However, since that· year their numbers have been decreasing from a

high of l ,783 in 1975 to only 766 in 1977. The majority of

Tahitians that came to Rarotonga .,.,iere in tere (traditional social)

parties and many of them took advantage of the cheaper and better

mediccl and dental services available in Rarotonga. However, most

of them were housed and fed by relatives or at government expense in

Nationality

u.s.A

Australia

European

Cook Islands Maori

French

New Zealand

Others

TOTAL

Table 2 -- Visitor Arrivals by Nationality Rarotonga, Cook Islands

1975 Through 1978

1975 1976 1977 1978

361 404 890 1,805

327 327 1·,121 1,040

448 347 705 879

. 2,021 1,019 2,629 3,880

1,783 994 766 475

3,816 4,491 7,473 8,216

423 853 1,000 1,618

10,962 8,435 14,584 17,913

1979

1'231

525

962

*

526

9,490

l,023

13,757

* Not separated from New Zealanders in the most receot statistics. ** Total to September only.

1980

1,914

631

l·,212

*

1,441

9,135

1,184

15,517**

Source: Cook Islands Quarterly Stati stical Bulletin, 1977, 1978, 1979, 1980.

N co

29

community centers and did not use tourist accommodations.

The number of Cook Islanders living in New Zealand who return to

visit their friends and relatives increased from 2,021 in 1975 to

2,629 in 1977 with a decrease in 1976 to 1,019. These visitors do

not use tourist accommodations and it would be misleading to include

these figures and the totals for French/Tahitians in any projections

for accommodation and restaurant growth. At the present time, the

CITA does include these visitors in their totals, thus distorting

visitor volumes.

The greatest numbers of visitors for the years 1975 to 1977 have

been Mew Zealanders. Their numbers have increased from 3,816 in

1975 to 7,473 in 1977 showing a growth rate of 51%.

Also, a substantial growth in total visitors from the United

States, Australia, Britain and other countries can be observed in

Table 2. In 1978 the volume increased to a high of 17,913 (Table 2)

with an increase in the number of visitors from the United States,

New Zealand and returning Cook Islanders.

The CITA projected total of 20,000 visitors in 1980 with 15,517

reported for the first three quarters of 1980. It was projected

that 150 addi ti ona 1· hote 1 rooms would be necessary to accommodate

this volume. However, occupancy rates have been low, except for

seasonally high periods. Although the government agreed not to

issue any more hotel licenses until the 11Rarotonga11 Hotel became

profitable, it may have to reassess this position. As a first step

in this direction, the CITA commissioned a study by planners and

30

architects in New Zealand to evaluate the additional needs of

tourists and to establish guidelines for the future development of

the industry. The study was to determine what additional

tourism-related facilities should be provided and to identify

existing facilities that should be further developed or modified on

the islands of Rarotonga and Aitutaki. Their report, just recently

released, makes recommendations on overall goals for the future of

the tourism industry and suggests objectives and policies which

might assist in achieving these goals. (JASMAD 1978)

The consultants recorrnnend a cautious approach to growth in

tourist faci 1 iti es. Increased emphasis on the management of

existing resources through promotion of off-peak periods and a

limited expansion of accorrunodation was proposed.

2.3 Seasonality and Length of Stay

As in rrost tou·rism centers, visitor arrivals are seasonal. The

peak season is from May until August, which coincides with New

Zealand school holidays in May and August and surrrner vacation for

travelers from the northern hemisphere. Another peak period is

December and January during the Christmas holidays. The highest

number of visitors in one. given month was 2,200 in December 1977.

However, again ohe must be cautious in interpreting this figure as

this is a period when many Cook Islanders return to visit relatives.

This pattern indicates low visitor periods from February to May

and August to December._ According to Liew (1977) if the North

31

.American market is to be encouraged to ease this low occupancy

period, the Cook Islands tourist industry· must promote travel to the

islands during the American winter months in order to maintain year

round capacity. Also, promotion of summer holidays in the Cook

Islands during the Australian and New Zealand summers should be

carried out. In addition, . off-peak package holidays and

enc9uragement of conventions could help to solve the off-peak

seasons. (Liew 1977)

Length of stay in the Cook Islands tends to vary with the season

and purpose of the visit. For holidays, the. average length of stay

is 12.26 days in the third quarter of the year but only 6.96 days in

the fourth quarter of 1975. (Li e'i'J 1977) The average 1 ength of stay

for 1976 was 10 days. (CITA 1976) However, the 11Rarotongan11

Hotel's average length of stay figure for the financial year ending

March 1978 is only 3.53 days. Clearly these figures must be

computed again to give a more reliable figure. The CITA estimates

that the average 1976 visitor expendi.ture per person was NZ$227 and

the total visitor expenditures was NZ$2,250,000. (Ibid.)

2.4 Touris� Transportation and Accommodation

There are now two domestic airlines within the Cook Islands with

air links between Rarotonga, Aitutaki, Mitiaro, Mauke, Atiu and

Mangaia. These airstrips are relatively new and have considerably

improved transportation and communications among the isl ands of the

southern group. The two airlines are Cook Islands Airways, owned

32

jointly by Air New Zealand and the Cook Islands Governr.ient, and Air

Rarotonga, a small privately owned commuter airline established in

1978. The fleets of both airlines are limited, consisting of two

Norman Isl anders and one Cessna respectively. Schedules are al so

limited.

As the main ioode of tourist transportation within the Pacific is

air transport, the current air-networks both reflect and determine

the visitor grov1th potential for any Pacific destinations. (Peters,

1969) Rarotonga has the least advantageous position ip terms of air . .

connections in relationship to tloumea, Nadi, Pago Pago, Papeete and

Honolulu, due to the relative distance and isolation from the four

origin centers, Brisbane, Sydney, Auckland and Los Angeles. (Liew

1977)

At present there are seven i ncomi rig i nterna ti ona l flights to

Rarotonga each week; five of these are Air New Zealand's O.C.81s,

one is their o.c.10·, and one is a flight by Polynesian Airlines from

Western Samoa. The total seating capacity per week is 814.

Additional O.C.10 flights are operated to cater for seasonal peak

periods (such as Christmas holidays), but the full potential of this

aircraft cannot be realized as the runway is not long enough to

allow for full payloads to ·be carried. The Cook Islands Government

has agreed to ari · extension of the runway and, subject to 1 anding

right agreements, the Cook Islands could become more directly

accessible to tourists from North and South America and Australia.

(JASMAD 1979)

33

Tourist accommodation in the Central Pacific· Region as a whole

has been increasing steadily over the last ten years. Improved and

new air routes and air fares have contributed to this expansion and

in some countries this has been substantial. Some places such as

Fiji (3,316) and French Polynesia (l ,900) have large numbers of

tourist units, other smaller countries like the Cook Islands,

American Samoa and Tonga have less than 300 units each. (1976

figures) Ha\\laii is in a category of its own with over 44,000

units. (See Table 3) Correspondingly, the number of visitors

varies from a little over 8,000 in American Samoa and the Cook

Islands in 1976 to over 3 million in Hawaii. (Table 4) However,

the Cook Islands an_d American Samoa show a great increase in

tourists with a growth rate of 58% and 450% respectively from 1976

to 1977. This was due in part to the opening of the new resort

hotel in Rarotonga and to improved airline schedules.

In 1971 there were only f our hotels and motels with a total of

38 rooms in Rarotonga and a total of only 979 visitors. (Table 5)

By 1978 there were 13 hotels and motels with 282 rooms and

approximately 15,000 visitors, showing a growth rate of 30% in the

number of .tourist accommodations and 150% in the number of

visitors. However, facilities for tourists on Rarotonga are still

limited. There is only one large international standard resort

hotel, the "Rarotongan" with 151 rooms. Another hotel has 40

rooms. In addition, there are eleven small motels ranging in size

from two rooms to four rooms, giving a total room count of 282.

"

Table 3 -- Central Pacific Region Number of Tourist Units by Country

1976 anq 1977

Country 1976

American Samoa 195

Cook Islands 149

Fiji 3,316

French Polynesia 1,900 {projected)

Hawaii (United States) 44,093

Tonga 170

Western Samoa n.a.*

*n.a. = not available.

Source: Reid-Ross, unpublished data.

34

1977

202

252

3,316

n.a.*

' 46,048

260

300

Table 4 -- Number of Visitors by Country in the Central Pacific Region

1976 and 1977

Country 1976

American Samoa 8,266

Cook Islands 8,435

Fiji 168,665

1977

37 ,872

14,584

173,019

Hawaii (United States) 3,220,151 3,400,000

Tonga 52,312a 55,ooob

Western Samoa 26,563 28,012

a. Of this total, only 9,312 are "air visitors" who use accomodations; the remainder are "c r uise ship visitors."

b. Of this total only 11,000 are "air visitors."

Source: Reid-Ross, unpublished data. Cook Islands Statistical Bulletin.

35

Year

1971

1972

1973

1974

1975

1976

1977.

1978

Source:

Table 5 -- Number of Hotels/Motels, Rooms, and Visitors

Rarotonga, Cook Islands 1971 - 1978

Number of Number of Number of Hotels/Motels Rooms Visitors

4 38 979

4 35 1,032

7 65 1,.776

9 93 6,477

10 103 9, 114

13 115 9,898

13 211 14,728

14 282 17 '193

Cook Islands T�urist Authority.

36

37

(Table 6) The 11Rarotongan11 has the most facilities and amenities

with three bars, hm restaurants, a shop, a convention room and

recreational facilities. It is owned jointly by the New Zealand

Tourist Hotel Corporation, Air New Zealand, and the Cook Islands

Government.

Although occupancy rates for all hotels and motels are not

available, the average room occupancies for the two larger

establishments, the Rarotongan Hotel and Trailways Hotel are

av�ilable through March 1978. The Rarotongan's first month of

operation was May of 1977. It is apparent that the highest

occupancy rates, approximately 72% to 87% correspond with the peak

visitor arrival period. (Figure 5) However, the trough periods

show a low of 40% for December 1978. Harris, Kerr Forster & Co.

{1960, p. 10) generally recognize a 70% occupancy level as one below

which earnings are depressed and unacceptably high charges must be .

levied to maintain profitability.

P1anning and deve1opment of future accommodation are presently

under review, as previously stated. The 1979 JASMAD report, just

released, recommends another hotel on Rarotonga located in the main

town of Avarua with 100 rooms, a swimming pool and conference

facilities. The next resort hotel is recommended to be located at

Matavera, a more rural setting at the opposite side of the island

from the 11Rarotongan,11 and it is proposed that this should include a

nine-hole golf course.

Table 6 -- Number of Rooms, Beds and Rates by Visitor Accommodations Facility

Rarotonga, Cook Island$ - 1979

Fae i1 i ty Number Number of Rooms of Beds

Ace Motel 5 10

Arii Bungalows 3 6

Arorangi Beach Hotel 20 40

Arorangi Lodges n.a.* n.a.*

Edgewater Motel 24 48

Kii Kii Motel 12 24

Little Polynesian Motel 9 18

Moana Beach Motel 3 6

Orange Grove Motel 2 4

Puaikura Reef Lodges 4 16

Punamaia Motel 6 12

Rarotonga Resort Hotel 154 211

Trai 1 ways Hote 1 40 80

TOTAL 282 531

*n.a. = not available

Source: Cook Islands Tourist Authority.

38

Rates NZ$

$14-16

16-20

21-29

n.a.*

18-28

15-20

16-22

16-20

12-14

20-30

16-20

30-45

19-24

FIGURE 5.

90

80

RAROTONGA - AVERAGE ROOM OCCUPANCIES FOR

TRAILWAYS and RAROTONGAN HOTELS

(40 and 103 rooms respectively) 1977 - �978 Financial Year

70 ,__

60

50

10

-

-

April May ..lne July Aug Sept Oct Nov Dec Jan Feb March 1!m MONTHS 1978

Scuce : Derived from :ntonnatioo supplied by Trailways and Rarotongan Hotels • JAS-14.D 1978 Note: (1) April 19n occupancy for lfailways only as May 1m was the Rarotongan Hotel's first full

month of operation _ (2) Rarotoogan Hotel figures are adjusted ID correspond with ltailway Hote!S 4 or 5 week mooths

39

40

It is felt by CITA that there is an over-abu.ndance of units in

the small motel category (Liew 1977) and· further motel development

will be restricted to the following types of development (in order

of priority):

l. Expansion of existing motels to achieve a more

economically viable seal� of operation;

2. New projects initiated by local Cook Islanders and

residents; and

3. New projects initiated by non-residents in p�rtnership

with Cook Islanders having substantial. financial

interest in the project.

CITA stresses the need to control physical planning and location

of future hotel development. They would like to designate and

develop planned resort regions where hotels and motels are grouped

in close proximity to each other. The aim is to prevent scattered

location of facilities in order to protect the limited physical

assets of Rarotonga, especially beaches, and to be able to provide

for infrastructure more economically. (Ibid.) It is explicitly

stated that "no further development should be encouraged or

permitted outside such designated hotel zones." (CITA 1974:5.7)

The new hotels recommended by the consultants appear to be in

conflict with this policy. It appears that one of the criterion for

locating the next resort hotel at Matavera is the availability of

sufficient land for a golf course. An intensive study of

41

agricultural use of land on the whole island was done by the

consultants and they felt that this would be the development site

that would least affect the most productive agricultural lands.

(JASMAD 1978) The whole question of land use is a very delicate

subject in the Cook Isl ands. It should be noted that there is no

zoning and government has yet to impose contro 1 s over 1 and use.

There is much opposition to land use controls by government as this

has always been the prerogative of the chiefs and members of the

lineages. Any proposal for controls would meet with heavy

opposition at the present time.

No plans have yet been made for the development of tourist

acti vi ti es in the outer isl ands except for Ai tutak i. However, one

motel already exists on each of the islands of Aitutaki, Atiu and

Mitiaro and the recent report recommends that urgent attention

should first be paid to improving the existing motel on Aitutaki

before considering further accommodations for that island. A stated

policy of CITA is " . • • to promote increased economic activity in the

outer islands as a means of stemming excessive migration." (CITA

1 974: 5 .8)

2.5 Ownership of Hotels a�d Motels

In spite of a policy that states that one of its long-term goals

is to "ensure the widest distribution of economic benefits to local

residents as opposed to the concentration of such into the hands of

42

a few or largely foreign investors" {CITA 1974:2)., an assessment of

ownership of accommodation facilities indicates a different result.

CITA also has a development strategy that will

• • . minimize excessive foreign investment control as well as to ensure a wider distribution of investment opportunities {amount) to Cook Islands residents, the Zealand/Cook Islands hotel joint venture is to be utilized as the means of providing the bulk of accommodation needs." {CITA 1974:4)

The distribution of ownership of hotels and motels on Rarotonga

shows that only five establishments of the total of thirteen are

100% owned by Cook Islanders. {Table 7) These. are the small

motels, ranging from two to a maximum of twelve rooms. The four

large hotels are owned by foreigners, primarily New Zealanders and

Australians. The one large resort hotel has partial Cook Island

ownership, with one-third being held by the government. It was

i�tially proposed.that part of this shareholding would be offered to

Cook Islanders as an investment but as yet this has not been done.

With the recent change in government it is questionable whether this

plan will be initiated.

Ownership of other tourism-related businesses shows a more

encouraging .situation. Of the gift shops, duty-free shops, tourism

clothing shops, and restaurant/bars, only two {duty-free shops) have

majority foreign ownership. However, of the six transportation and

tour companies, only one is owned 100% by Cook Islanders, the

remaining five having majority foreign ownership. {Table 8)

43

Table 7 -- Ownership of Hotels/Motels Rarotonga, Cook Islands -1978

Name

Ace Motel

Arii B ungalows

Arorangi Beach Hotel

Arorangi Lodges

Edgewater

Kii Kii Motel

Little Polynesian Motel

Moana Beach Motel

Orange Grove Motel

Puaikura Reef Lodges

Punamaia

Rarotongan Resort Hotel

Trai lways Hotel

Source: Public Records.

Number of Rooms

5

·3

20

24

12

9

3

2

4

12

154

40

Ownership

100% Foreign (New Zealand)

100% Cook Islands

100% Foreign (Australian)

100% Cook Islands

100% Foreign (�ustralian)

100% Cook Islands

100% Cook Islands

501/50% New Zealand/Cook Islands

100% Cook Islands

100% Cook Islands

100% Foreign (Australian)

66.66% Foreign (New Zealand) 33% Cook Islands

100% Foreign (New Zealand)

Table 8 -- Ownership Distribution of Tourism Facilities Other than Accommodation


Transportation & Tour Companies

Gift Shops

Duty-Free Shops

Tourism Clothing Shops

Restaurants/Bars

Source: Public Records.

Joint Venture (Majority Foreign Owned)

5

0

2

0

0

100'.t Cook Islanders

1

3

6

.3

3

44

CHAPTER 3

TOURISM'S CONTRIBUTION TO EMPLOYMENT

3.1 Features of Tourism Employment

45

The development of a tourism industry is often promoted in a

developing country as one of the best ways of providing much needed

employment for local people. Furthermore, employing local people in

the industry, it is maintained, is one of the impor;tant ways for

intercultural exchange to take place between residents and the

visitor.

There are several categories of employment in tourism: primary,

secondary, and tertiary. Primary employment includes those persons

working in establishments that are directly supported by visitor

expenditures; secondary employment includes those persons employed

in support industries where employment is generated by visitor

expenditures; and tertiary employment includes employment created by

th.e special needs of the visitor. The airport personnel,

transportation employees and hotel workers are usually the first

contact that a visitor has with the people of a country. In

addition, the jobs created by the industry idealistically allow the

local people to improve their skills and education, find satisfying

work, earn a good income, and generally improve their standard of

living. Where tourism development accomplishes this, it certainly

is a desirable fonn of economic development. However, there has

46

been some indication that tourism development does not always create

the best employment opportunities for local people.

The tourist or visitor industry is one that demands services for

the visitor. These services can be divided into several major

categories including transportation, lodging, food and beverage,

merchandising, recreation and. entertainment, and repairs and

maintenance. In addition there are indirect services which support

the industry operators. Although short term in nature, another form

of tourism-generated employment is the construc,tion industry

concerned with hote 1 , restaurant and other tourism f ac i 1 i ty

development. (Kenney, 1977}

The effect of the_ tourism industry on employment can be analyzed

on at least two general levels: the number and type of jobs created

and the labor-intensiveness of the industry per dollar invested.

(Ibid.} The focus of this study wi 11 be on the number and type of

jobs created but it is also important to pay some attention to the

labor-intensity issue.

The several categories of employment that are generated by

tourism are:

1. Pri.mary Hotel Employment: This includes all employees working in hotels whether they be managers, accountants, cooks/chefs, receptionists, dining room workers, gardeners and maintenance ·workers, housekeeping, and others employed directly by visitor hotel expenditure.

2. Primary Employment Other than Hotel Employment: This includes travel agents, transportation companies, tour

guides, gift shop employees, entertainers, craftsmen, laborers, and others who are employed directly by the visitor industry other than hotels.

3. Secondary Employment: This is indirect employment and includes employment generated by support industries other than direct employee industries. This would include laundry services, food suppliers, maintenance for equipment, recreational equipment and supplies.

4. Tertiary Employment: These are other jobs created by the indirect needs of the visitor and the employees and would include teachers, doctors, retail workers.

47

This study will describe tourism employment in Rarotonga in

terms of categories l and 2, primary hotel employmer.it and primary

employment other than hotel.

Several studies of tourism employment have been completed in

recent years. Samy's case study of employment patterns in one

resort hotel in Fiji demonstrates how mass tourism affects the

division of labor in the host country. He found that employment of

local people in the industry was minimal and based on racial

prejudice and stereotypes, allowing indigenees to be employed only

in the menial jobs. (Samy 1972)

According to Samy, the tourist industry in Fiji has suffered

much criticism. Especially prevalent is the feeling that tourism

does not economically benefit the people of Fiji nearly as much as

is claimed by the gover·nment. In addition, concern has been

expressed for the way in which 11 • • • tourism exploits, dehumanizes and

dislocates local life, as well as developing envy and resentment in

the local population.11 (Samy 1975)

Robineau (1974) found· that a similar situation exists in Tahiti

48

where the lo.cal people hold only the lowest employment positions.

He calls for a "unique Polynesian tourism formula" that could serve

both the needs of the tourists and involve the Tahitian people in

investment and higher-paying jobs.

Merrill (1974) did an analysis of hotel employment in Hawaii,

taking into consideration the number of employees per hotel room,

sex, age, head of household, part-time ratio, wages and several

other characteristics. He found that in five of the six hotels

surveyed , the sex distribution was 53.3% fema.le. (Merrill

1974:147) This was one of the most significant factors affecting

both the nature of hotel employment and the effects of this

employment on the CO!l)ITIUnity. Females were found to be dominant in

the housekeeping departments and front office, while males dominated

management and maintenance departments, with both males and females

participating equally in the accounting and food and beverage

service departments. Age was also an interesting variable,

indicating that hotel employment attracted the young male in his

early twenties who then moved on to another occupation. The female

profile showed a frequency of females in their early twenties,

tapering off between 25 and 35 years of age, then an increase

between 35 and 55. (Ibid .)

The State of Hawaii in its State Tourism Study (1977) assessed

tourism employment in the state. The purpose of the Manpower

Element of this study was to collect and analyze data regarding

employment in the visitor industry, employees and training programs

in the industry.

kind of jobs in

49

The three major components were an analysis of the

the visitor industry; the characteristics of

employees working in the industry; and an inventory of training and

educational programs that are available to current employees and

others seeking employment in the industry. In addition, a manpower

simulation model was designed to provide information on the future

level of employment in the visitor industry by detailed occupational

classifications for the state as a function of alternate scenarios,

which were designed in part to take into account the .numbers and

types of visitors that visit the state and future government

policy. (OPED, 1978)

The employment profiles disaggregated total employment in a

given industry into standard occupational classifications as used by

the U.S. Department of Commerce, Bureau of the Census. The major

occupational classifications used in constructing the profiles

included: professional, technical and kindred; managers and

officials; sales workers; operative; service workers; clerical

workers; and laborers.

A manpower survey was conducted to gather data on age, sex,

marital status, number and age of dependents, citizenship, length

of residence, location and· type of housing, education, compensation,

additional jobs, attitude towards job and future expectations. A

sample was drawn from hotel employees and employees of other visitor

related industries and interviews were conducted with individual

employees in person or by telephone. The total number of employees

50

interviewed was 993. Preliminary estimates of the number of

individuals directly employed in the 'industry is approximately

65,000 persons. Using this figure, the survey sampled approximately

1.5% of the visitor industry employees. (Ibid.)

The results show a profile of the employees in the aggregated

visitor industry. Fifty-eight ,percent of all employees in the

indystry are female. This is in contrast with the male-female ratio

for the whole economically active population which is primarily male

(59%). (Ibid.) There is a slightly higher proportion of single

people employed in the visitor industry than in the total labor

force. Ethnically, Caucasians represent the largest percentage of

visitor industry emp1oyees (31%) and Japanese account for 20% of

tourism employees. Fifty percent of the industry employees are

below the age of 30, and 29% are under the age of 25. This

indicates that the industry .employees are young compared with the

total labor force. However, the industry employees are better

educated than the total labor force. Those holding full-time jobs

represent 77% of total industry employees, and the median weekly

income category for the average visitor industry employee is

$126-$175 p�r week. (This figure is not known for the total

employees in the State and a comparison was made on the basis of

annual household income where median household income for the

visitor industry was $14,000 per year, while the same figure for the

whole State was $15,770). (Ibid.) Fifty-eight percent of all

industry employees fell into or below the $126 - $175 per week

51

category. (OPED, 1977)

In a survey of tourism employment in Guam, it was found that the

industry employs a total of 5,816 persons, including 5,219 on a

full-time basis and 597 on a part-time basis. (Warner 1978) Of the

total number of employees, 4,728 were U.S. citizens and permanent

residents and 1,088 (or 19%) were non-immigrant aliens. The total

represented 32% of the 18,100 employees in private employment.

(Ibid.) The study also gathered data on payrolls, taxes and total

investment. It did not, however, consider the ,sex., age and

nationality distributions or the wage and salary ranges.

The island of Guam in the northern Pacific, with a population of

105,000, has been developing a tourism industry over the last 10

years. Visitor arrivals totalled 201,344 in 1976 and were expected

to reach 285 ,000 in 1978. At the present tirr.e Guam has only two

substantial "basic" industries, the U.S. military and tourism.

Another employer is the Government of Guam. In 1970, 6.4% of the

total population was employed by the government. The researchers

found that the visitor industry was directly and/or indirectly

responsible for approximately 7,000 private and public jobs, or 22%

of the total employment on Guam, based on an employment multiplier

0 f 1. 18. (Ibid. , p. 60)

Le Fevre (19i5) estimated that employment created as a result of

the expansion of the tourist industry in Rarotonga would be 985

jobs, with the largest single increase projected to be in the

wholesale, retail, hotel and restaurant sectors. He calculated that

52

a total of 202 beds (the figure projected for 1976) would provide

employment for 350 people, or approximately 1.7 persons per hotel

room. However, he does not specify whether this is primary direct

employment only or whether this figure includes indirect employment

also. He also predicted that the number of skilled people would not

exceed 25 persons, with most emp 1 oyment opportunities to be at the

lower income and unskilled worker level. (Le Fevre, 1975)

Concern was expressed over the rapid increase of migration of

Cocik Islanders to New Zealand after the opening of the international

airport. Tourism employr.ient was looked upon as one possible way to

halt this migrati_9n by providing better paying jobs. Le Fevre

suggested that on the negative side of the "Economic Balance Sheet, 11

competition for scarce skilled labor between the tourism and

agricultural sectors or tourism and· government service might

develop. (Ibid.) Since Le Fevre's pioneering and original work, no

further studies of tourism employment in Rarotonga have been done

until this time.

3.2 Objectives and Survey Methodology

The primary objective of this study is to assess the manpower

situation in the visitor -Industry by collecting and analyzing data

regarding employment. Specifically, certain characteristics are

investigated including types of occupations, sex, age, the part-time

ratio, nationality of employees, salaries and wages, seasonality,

and students' and residents' attitudes toward employment in the

53

tourist industry.

Since very little data exist on tourism employment in

Rarotonga, it was decided to investigate several possible sources

fo·r the data required.

1. Research into several publications and unpublished

material revealed some data on general employment on

the island.

2. A survey conducted by the researcher in June 1977 of

managers of all hotels/motels and other

tourism-related industries provided some of the needed

data. The respondents for this survey were all

managers of industries in direct hotel employment, and

direct employment other than hotel. This was done by

a process of personal interviews. The size of the

total population was 36.

3. A survey of the total high school population of

students in their 1 ast and second to 1 ast years of

school was also conducted by the researcher in June

1977. A questionnaire was used to collect data on

students' attitudes toward future employment in the

industry, skills, training, and other important data

to be used elsewhere. This was administered by

teachers in the classroom after a pre-test.

(Appendix) The total population of the sample was 116.

4. Interviews were held with tourism officials, including

hotel managers, the general manager of the CITA, and

the Minister of Tourism to determine skills required

and the availability of training and education. These

were done in August of 1978.

3.3 Results of the Study

54

During July 1977 and August 1978 a survey of all tourism-related

businesses on Rarotonga was carried out by the researcher. Personal

interviews with the managers of all hotels, motels and other

related industries were conducted using a simple questionnaire

{Appendix I) and a loose guide. A total of 36 establishments were

interviewed with a 100% response rate. All were most cooperative

and willingly participated, except for the laundry which refused to

participate in the survey.

A classification of all establishments follows:

I. Primary Hotel Employment: This included 10 hotels and

motels and the different occupations within this

sector. {Table 9)

II. Primary Employment other than Hotel Employment: This

included ground transportation companies and airport

operations, food and beverage establishments {other

than hotel), merchandising companies, and the national

tourist organization, the CITA. {Table 9)

It was found that tourism employed a total of 464 persons on a

Table 9 - Tourism Employment Showing Occupations Rarotonga, Cook Islands - 1978

1. Primary Hotel/Motel Employment

Administration Accounts Management Trainees Reception/Front Office Tour/Activities Desk Store Band Gift Shop Maintenance/Industria l Hairdresser Porter/Security Dining Room Bars Garden Kitchen Housekeeping Chefs/Cooks

2. Primary Employment Other Than Hotel/Motel

Travel Agencies Transportation Gift Shop Employees/Craftsmen Entertainers Duty Free Shops Restaurants/Bars Air Transportation National Tourist Organization

Source: Empl9yment Survey

55

56

full-time basis and 26 on a part-time basis. The majority of the

employees worked in the accorrmodation and air transportation sectors

(approximately 78%) with merchandising employing 12% of the total.

(Table 10) Tourism employed 13% of the total economically active

population of Ra rotonga, while the government emp 1 oyed l , 627 or 46%

of the total. (Statistical Abstract 1979) (Table 11) On the other

hand, agriculture and fishing employed only 7% of the economically

active population. It should be noted that this figure should be

higher because of the number of subsistence agricultural workers who .

are not included in this figure.

The study revealed employment patterns of the tourism industry

in Rarotonga and these will be considered next.

Sex: It has been found in other areas that an important

character of the hotel industry is that it provides a larger

population of jobs for women than other industries. Merrill (1974) .

and Samy (1972) found this to be· true in their studies of hotels in

Hawaii and Fiji respectively. This study collected data not only

fr:-om the hotel industry, but al so in primary employment other than

hotel. In the total industry as a whole, more males (281) than

females (183) are employed, although in hotels and motels only the

opposite is true, thus supporting the findings in Hawaii and Fiji.

However, it should be noted that the difference is not great. Out

of a total of 197 persons employed in the hotel and motel sectors,

81 were males and 116 were females. (Table 12) Thus, it is

apparent that the industry as a whole contributes largely to the

I.

I I.

Table 10 - Primary Tourism Employment Rarot onga, Cook Islands - 1978

Primary Employment Full-Time

Accorrmodation 197

(Hotel & Motel)

Other:

Transportation & 25

Travel Agencies

Air Transportation (Including Airport Operations)

165

Food & Beverage 14

(Other Than Hotel)

Merchandising 58

National Tourist Organization 5

TOTAL 464

Source: Employment Survey

57

Part-Time

16

9

l

26

Table 11 - Economically Active Population (By Occupation and Sex}


Sex Occupation Major Group

Male Female

Professional, Technical 343 261 & Related Workers

Administrative & 142 21 . Managerial Workers

Clerical & Related Workers 230 212

Sales Workers 95 129

Service Workers 174 156

Agriculture Workers & Fishermen 274 5

Production & Related Workers 899 269

Workers Not Classified 157 137

TOTAL 2,314 1 ,190

Source: Cook Isl ands Statistical Abstract, March 19, 1979.

58

Total

604

163

442

224

330

279

1,168

294

3,504

-

Hote 1 s

Table 12 -- Total Primary Tourism Employment by Sex Rarotonga, Cook Islands - 1978

Facility Male Female

and Motels 81 116

Other (Air & Ground transportation, 200 67

Source:

Food & Beverage, Merchandising, �Jational Tourist Organization, Airport Operations)

TOTAL 281 183

Employment Survey

Table 13 -- Pri mary Employment - Hotel/Motel Distribution by Age


Under 20-35 36-50

59

Total

197

267

464

Facility 20 Years Years Years Total

Hotel A 35 73 18 126

Hotel B 3 21 8 32

Hotel c 15 10 21

TOTAL 38 120 39 197

Source: Employment Survey.

60

main household income earner; i.e., the male.

Age: Merrill's study in Hawaii (1974) demonstrated that age is

also a significant factor in hotel employment. In Hawaii, young

males and females in their early twenties are predominant as are

females in the middle age group. In Rarotonga, the majority of

hotel and motel employees are in the 20-35 year age group (61%)

(Table 13) with a sma 11 er number in the under 20 year group ( 19%}

and 39 persons in the 36-50 year group (21%}. Data on age for the

"Other" category {air and ground transportation, .merchandising,

travel agencies, etc.} were not available.

Part-time Workers: In Hawaii the part-time worker is defined as

a person employed for less than 80 hours a month. (Kenney, 1977}

It was found that part-tir.ie jobs comprised 20% of all hotel jobs on

the neighbor islands of Hawaii. (Ibid.} In Rarotonga part-time

employment is not of major significance with only 27 people employed

on this basis and only in the·accommodation and airline sectors.

More females than males are employed on a part-time basis· and are

mqstly Cook Islanders. (Table 14)

Nationality and Salaries: It was found by Samy (1972} and

Robineau (1974) that ethnic background or nationality was a very

important factor in job distribution in hotels in Fiji and Tahiti

{respectively}. Non-nationals usually held the higher skilled,

better paying occupations while the nationals were employed in

unskilled, lower-paying positions. The same pattern exists in

Rarotonga in the hotels and motels where expatriates occupy the

-

Table 14

Nationality

Cook Islanders

New Zealanders

Sex

Male

Female

Source: Employment

Total Part-Time Primary Tourism Employment By Nationality and Sex


Hotels/ Motels Airlines Total

15 11 26

1 1

27

4 2 6

12 11 23

29

Survey.

61

62

administration, accounts, gift shop, and chef/coqk positions, while

tHe Cook Islanders occupy the dining room, housekeeping, kitchen,

porter/security, and reception positions. {Table 15) However, of

the total industry, the great majority of employees are Cook

Islanders (383 or 83%), while non-nationals make up only 81 or 17%

of the total. (Table 16) The salaries also reflect a disparity.

In the major hotel, where the majority of non-nationals are employed

in New Zea 1 and to fi 11 top pos i ti ans, they are hi red on a New

Zealand salary scale which is considerably higher .than the Cook

Island scale. The salaries for this group range from tJZ$5,000 to

NZ$14,000 and in addition special allowance is made for housing and

moving expenses. (Table 17)

Cook Islanders are employed on a local wage scale which ranges

from $1,352 to $5,720. It must be pointed out, however, that all

e·mployees in the hotels were paid above the minimum wage of 65 cents

per hour in 1977. {Table 18)

In Hawaii the general level of tourist industry wages \'tas found

to be lower than all other major industries. (OPED 1972, p. 80)

This does not appear to be the case in Rarotonga. Many wages and

salaries are based on the public service equivalents and others· are

based on the minimum wage. It was difficult to collect firm data on

wages from the ground transportation and travel agencies,

merchandising, and food and beverage (other than hotel)

establishments as they were reluctant to part with this

informa tion . However, the air7ines show a sa7ary range of NZ$13,000

Table 15 -- Primary Employment - Hotel/Motel Distribution by �Jationality & Occupation


Cook New Occupation Isl anders Zealanders Other

Administration 4 9 l

Accounts 1

Management Trainees 2

Reception/Front Office 15 1

Tour/Activities Desk 1 1

Stores 2 --

Bank 3

Gift Shop l

Maintenan ce/Industrial 5 l

Hairdresser 1

Porter/Se curity 14

Dining Room 36 1 1

Bars 11 1

Garden 7

Kitchen 14

Housekeeping 36 1

Chefs/Cooks 6 1 5

SUB-TOTAL 157 16 9

Sma 11 Mote 1 s 13 2

TOTAL 170 16 11


63

Total

14

1

2

16

2

2

3

1

6

1

14

38

12

7

14

37

12

182

15

197

Table 16 -- Total Primary Tourism Emplyment b y Na ti on al i ty


Na tiona 1 i ty

Cook Islanders

New Zealanders

Other

TOTAL


Total

.

383

63

18

464

64

--

65

Table 17 -- Foreign Hotel Employees Showing Age, Nationality and Salary


Age Nationality Salary Range

35 New Zealand NZ$ 10 ,500

26 New Zealand 8,500



50 British 14,000

32 Scotti sh 10,500

34 German 10,000

24 German 10,000

28 British 10 ,000

29 Finnish 7,500

37 Australian 8,000

24 New Zeal and 7,000

27 Swiss 7,000

30 New Zeal and 9,000

31 British 5,500


Hotel Hotel A B

10 --

56 16

21 3

9 2

7 --

1 --

5 1

1 2

2 --

1 --

6

Table 18 -- Primary Tourism Employment of Cook Islanders · Distribution by Hotel/Motel and Salary/Wage


Hotel Small c Motels Totals Weekly Earnings*

-- 4 14 $ 26 - 30**

10 1 83 31 - 40

-- - 24 41 - 50

1 - 12 51 - 60

-- - 7 61 - 70

1 - 2 71 - 80

2 - 8 81 - 90

-- - 3 91 - l 00

-- - 2 101 - 110

111 - 120

-- - 1 121 - 130

.4 16*** 26***

Annual Earnings

$ 1,352 - 1,560

1,612 - 2,080

2,132 - 2,600

2,652 - 3,120

3, 172 - 3,640

3,692 - 4,160

4,212 - 4,680

4,732 - 5,200

5,252 - 5,720

5,772 - 6,240

6,292 - 6,760

* The normal pay· period in the Cook Islands is weekly in the private sector and fortnightly in government. .

** Minimum wage on Rarotonga is $.65/hour, or $26/week, or $1 ,352/year. *** Information on the income of these employees was not available.


O"I

O"I

. ,

67

to over NZ$20,000 for non-nationals and NZ$2,915 to NZ$6,145 for

Cook Islanders. (Table 19) Another large category of employment is

airport operations (Table 20) which shows a similar pattern with

non-nationals' salaries ranging from NZ$10,076 to over NZ$40,000.

(Table 21) The salaries of Cook Islanders employed in this sector

range from NZ$1 ,310 to NZ$4,752. (Table 22) It should be noted,

however, that all salaries and wages in this category are paid for

by the New Zealand Ministry of Transport as an additional grant to

the Cook Islands.

Sea sona 1 ity:

occupancy levels

industry as a

Although seasonality is a factor that affects

in the hotels and airlines and although the

whole· is affected by the definite peak and low

does not affect employment in Rarotonga. Permane.nt seasons, this

staff are most 1 i kely not affected by se_asona 1 ity in most countries

while part-time and casual workers are. However, in Rarotonga

most employees are full-time employees.

3.4 Students' and Residents' Attitudes Toward Employment in the

Industrv

Along with the need to know the skills required by the industry

it is necessary to detenTline whether people on the island intend to

seek employment ·in the tourism industry. For those that do, it is

necessary to detenTline whether the skills or, alternately, the

training and education are available. In the household survey

Table 19 -- Air Transportation Employees Nationality and Salaries


Number of Employees Nationality Annual

12 Cook Island $ 1,620 -(11 part-time)

1 Cook Island 2,915 .

-

14 Cook Island 3,455 -

5 Cook Island 4,640 -

SUBTOTAL 32

16 New Zealand 13,000 -

TOTAL 48


68

Salary

2,915

3,455

4,640

6, 145

20,000+

Table 20 -- Air Transportation Employees Occupation, Nationality and Sex Rarotonga, Cook Islands - 1978

Number Sex Occupation of

Employees Male Female

Administration 2 1 1

Accounts 2 1 1

Management Trainees 1 1

Passenger Services 4 4

Passenger Sales & 3 1 2.

Reservation

Cargo Services 3 3

A.i rcra ft General 9 9

Handling

Engineering 6 6

Pi lots 4 4

Airport Services l 1

TOTAL 35 30 5


69

Nationality

Other New Zealand

Cook Island New Zealand

Cook Island


Cook Island Mew Zealand


Cook Island


New Zealand

New Zealand

-

Number

1

1

1

1

1

1

1

1

1

1

1

1

1

1

l

1

1

2

Table 21 Airport Operations Salaries Analysis for Non-Nationals


Salary A 11 owance O ccupation Per Annum Per Annum

Stores Officer 6,751 3,325

Reb. Flight Ser_vice Officer 10 ,218

Assistant Administrator 7,458 3,325

Flight Service Officer 9'100 3,747

Senior Communications 10,554 4 ,·239· Officer

Flight Service Officer 8,555 6,655

OIC Meteorological Officer 9 '113 6,602

Electrical Foreman 7,465 8,667

Mechanical Overseer 7,465 8,702

Administrative Officer 9,755 6,602

Station Rescue Fire 8,646 8,910 Officer

Deputy Rescue Fire Officer 7,654 9,914

Superintendent Mechanical 9,755 8,610 Electrician

Technician 9,310 9,614

Airport Manager 12,507 7,247

Works Super.i ntendent 10,423 9,614

Telecommunications 11 ,570 9,614 Technical Officer

Telecommunications 19,782 20,232 Technical Officer

Source: Employment Survey.

70

Total

10 ,076

10,218

10,783

12,847

14,793

15,210

15,715

16�132

16,167

16,357

17,556

17,568

18,365

18,924

19,754

20,037

21'184

40,014

Male

20

5

6

3

52

9

4

99

Table 22 - Airport Operations Cook Island Employees Salaries and Sex Distributions


Female Total Annual Salary Range

3 23 $ 1,310 1,458

5 1,560 - 1,620 .

6 1,664 - 1,893

l 4 2,080 - 2,517

3 55 2,704 - 3,240

9 3,300 - 4,320

4 4,428 - 4,752

7 106

Source: Employme nt Survey.

71

72

carried out by the researcher, residents were asked whether they

presently worked in the tourism industry.· The response showed that

12% of respondents in the sample worked in the industry. Of the 88%

of people who did not work in the industry, 36'.t (or 42 people)

stated that they would like to work in the industry. However, the

majority (76 or 64%) stated that. they would not like to work in the

ind1:.1stry.

In the survey of high school students administered by the

researcher, only 34% of the total population indic�ted that they

would like to work in hotels or motels, whil� 47'.t Sqid they were not

interested, and 19% said they didn't know.

Of those who sai? 11yes" (39 students), 21'.t (8) wanted a job as

hotel manager or receptionist, 15'.t wanted a job as a cook or chef,

and another 15'.t \'/anted a job as waitress or waiter. (Table 23)

When asked if they would like to get a job in other

tourism-related industries, 69'.t said 11yes11, 21% said 11no11, with 10'.t

11don1t knows11• (Table 24) Of the 69% who wanted this type of

employment, 73% (or 58) said they preferred to work for Air New

Zealand while 8'.t want to work in travel agencies, 6% in musical

groups and 5.1'.t in the Tourist Authority. (Table 25)

Approximately 40% felt that they would have enough training for

the tourism job when they left school, 35% felt they would not have

enough training, while 25'.t didn't know.

The ski 11 s re qui red in hate l service jobs have been found to be

quite low. (Jones 1970) However, some high-level, better paying

Table 23 -- Students Wanting Careers in Hotels/Motels


Question: If you would like to work in the tourist industry, would you like to work as a:

Occupation Percentage

Hotel Manager 1

Hotel Accountant 5

Cook or Chef 15

Receptionist 21

Room Maid 3

Waitress or Waiter 15

Dining Room Manager 8

Dining Room Hostess 3

Other 10

Not Applicable Missing

Source: High School Student Survey, 1977.

73

Table 24 -- Students Wanting Careers in Other Tourism Related Industries


Response Percentage

Yes

No

Don't Know

69

21

10

TOTAL 100


Table 25 -- Students Wanting Careers in Tourism Related Industry (Other Than Hotel/Motel }


Tourism Related Industry Percentage

Air New Zealand 73

Travel Agency 8

Musical Groups 6

To·ur Gui des 3

Duty-Free Shops l

Tourist Authority 5

Other 4


74

75

jobs require higher education and experience and .it is important to

determine whether these skills are readi·ly available in Rarotonga,

and if not, whether sufficient training and education for tourism

employment exists. The questionnaire collecting data on tourism

employment asked that employers indicate what their training needs

were. In all cases this section went unanswered. This does not

necessarily indicate that training is sufficient and is not needed.

In fact, the large establishments, such as the major hotel and

airline, conduct their own training programs in-hou�e. They find

this is more effective than sending peop� e to �ew Zealand for

training al though the hotel has sent two management trainees away

for experience in the Tourist Hotel Corporation chain of hotels in

New Zealand and the airline also has one management trainee in New

Zealand.

It is apparent that the issue of "who benefits most" in terms of

employment in the tourism industry in Rarotonga is a complex one.

It has been seen that Le Fevre projected that a to ta 1 of 202

rooms would provide employment for 350 people or approximately 1.7

persons per hotel room. In fact, this survey shows that there are a

total of 282 rooms employing a total of 464 people on a full-time

basis, or 1.6 persons per hotel room. However, this figure does not

take into account the imbalance in level of position and salary in

relationship to nationality. The pattern of high salaried positions

being occupied by expatriates and local people occupying the lower

paid positions persists. It is obvious that training and the supply

-

76

of skilled or trained local people does not exist in Rarotonga and

only minimal efforts have been made in this direction.

Tourism expansion has created greater opportunity for local

entrepreneurs and several new businesses have developed as a

result. Souvenir and handicraft stores, small motels, taxi and bus

transportation companies, travel agencies, and clothing stores have

been started and have provided an opportunity for local people to

benefit from tourism.

In terms of attitudes toward future emplo,xmen.t, tourism

employment is not regarded as very desirable. The majority of

respondents of the household survey stated they would not like to

work in the industry while only 39 students wanted to work in hotels

and motels. However, 58 students want to work for Air New Zealand.

The Cook Islands Government Policy toward tourism employment is

stated as:

1. It sha 11 be an undertaking on the part of the hotel and tourism related operators to ensure that rapid localization of jobs and positions take place and in particular an in-house programme of training be implemented to occupy management positions.

2. In addition to the above, the Tourist Authority is to undertake a con ti n�i ng manpower training programme in service, supervisory and management positions. Such a . programme is to be undertaken in conjunction and cooperation with hotels and overseas agencies.... (Ross and Farrell, 1975, p. 32}

77

CHAPTER 4

RESIDENTS' ATTITUDES TOWARD TOURISM AND TOURISTS

4.1 Background

It is just as important for pol icy makers to understand how the

residents feel toward tourism if! general and towards employment in

the. industry as it is to understand the employment patterns of

tourism in the society for which they are making policy. Policy

makers must be concerned with residents' attitudes �oward tourists

themselves for a very pragmatic reason: this is pr.obably the most

important factor in determining the success of an area as a resort

destination for travelers. If the residents's attitudes and

behavior are positive toward visitors, visitors will probably return

as well as convey to others a sense of their favorable experiences. . .

However, if the visitors go home with a negative experience due to

residents 1 attitudes and behavior then the tourism des ti nation area

will suffer. Policy makers must also be concerned with the

resident's well-being, in th�ir acceptance of the tourism industry

as a means of raising their standard of living and participating in

the develop�ent in a positive and well-balanced manner. If visitors

are satisfied and residents content, then the tourism development is

a success.

In traditional Polynesian societies there are inflexible

attitudes that act as a constraint on development and change. Where

the ·traditional attitudes persist while social and economic change

7.8

is taking place, traditional constraints may be eliminated and the

socially well-balanced society upset. It is, therefore, important

to record the attitudes of society members in order to understand

the effect of a development, for example, tourism, on members of

that society.

The two best-known tools .for obtaining attitudinal information

are the interview survey and the questionnaire. Both are direct

methods of attitude measurement because the information elicited

usually consists of self-reports about the respondent's beliefs,

feelings and intentions. (Lemon 1973)

"Survey research is probably the best known and most widely used

research method in the social sciences today." (Babbie 1973:1)

However, although survey research has been used frequently in

obtaining many different kinds of data, no survey can fully satisfy

the theoretical ideals of scientific inquiry. Consequently, every

survey is a series of compromises between the ideal and the

possible. The goal of the researcher is to make the best possible

cqmpromises. "Perfect surveys may not be possible, but good surveys

can and should be done." (Ibid.)

One of the first attitudinal surveys appeared in 1880, conducted

by Karl Marx. He mailed out 25,000 questionnaires to French workers

to determine the extent of exploitation by employers. (Ibid.)

Since then, attitudinal surveys have frequently been used to collect

data on the political, economic, and social characteristics of a

population.

79

"Attitude is one of the most ubiquitous of all the terms used in

social science." (Lemon 1973:1) It i's a concept that has no

generally accepted definition. This is a major reason why it has

proven so attractive to the researcher. The individual researcher

can tailor the term to suit his or her own purposes. Another

advantage of the use of attitude measurement is that it can be

app1ied at many different levels of analysis, from the "micro"

laboratory situation to the "macro" social level of a society.

"Where the social scientist is concerned with. more complex

societies, particularly those undergoing some form of social change,

attitude studies are more important." (Lemon 1973:7) This

situation can be contrasted with traditional, rather isolated

societies where anthropologists concentrate their efforts in

describing social structural variables rather than attitudes.

It is also necessary to look at the relationship between values,

beliefs and attitudes. The term "beliefs" embraces a set of

concepts by which people interpret the world. Ideals and beliefs

are fixed in structures of culture, habit and life style,

manifesting themselves in behavioral displays of attitudes. (Bluhm

1974) "Beliefs" refer to the images which people carry around in

their heads about how the world is actually structured and how it

operates in relation to the world in general. "Values," which are

conceptions of authority and purpose, referring to what "ought" to

be, contrast with "beliefs" which designate what "is,11 or what

·.

SD

people take to be reality around them. (Ibid.) Attitudes, then,

are the behavioral demonstration of values and beliefs.

Definition of the relationship between 11values11 and attitudes

has been attempted several times. One such attempt dis ti ngui shed

the two by stating that value referred to a very broad attitude.

(Allport 1937) Eysenck (1954} carried this further, claiming that

values involve a number of attitudes and, in addition, that ideology

involves a number of values.

The relationship between attitude measure and behavior is .

crucial. Lemon (1973) argues that although discrepancies between

attitude measure and behavior do exist, this provides

. • • no grounds for the conclusion that traditional methods of attitude measurement are invalid. Nor on the other hand would I wish to make any special claim that they are valid, merely that these discrepancies al one pro vi de no grounds for drawing this conclusion. (Ibid.:239)

He further argues that the function of attitude measurement is, in

fact, to measure attitudes, not behavior, and it is only when these

11atti tudes are manifested in overt behavior should we expect to

obtain correspondence. 11 (Ibid.)

While attitudinal studies are common tools used for

psychological, political, and social studies, their use in tourism

research has been primarily for assessing visitor reactions to the

visitor facilities at a given location. Recently, however, some

attention has been given to the use of attitudinal research to

discover the attitudes of local residents toward visitors and the

-----

81

industry as a whole.

One of the first studies was prepared for the Visitor Industry

Education Council (VIEC) in Honolulu, Hawaii, in May 1975.

(Research Associates, 1975) In reaction to a growing negative

public attitude toward the tourism industry in Hawaii, the VIEC

initiated an intensive television education campaign to inform the

co1T11J1unity about contributions tourism was making to the economy of

Hawaii. Six weeks after the VIEC television campaign had commenced,

a research study was conducted among registered vot�rs on Oahu to

determine attitudes toward the visitor indµstry and the level of

recall of the commercials. Key findings of the study indicate

that: 1) the advertising campaign had high impact; 2) many voters

had ambivalent attitudes toward the visitor industry; and 3)

residents under 30 were considerably more negative in attitude than

older residents. Of special interest was the fact that support of

industry growth was not unanimous. A third of the voters felt that

growth should be encouraged, but the inost prevalent feeling was that

the industry should be maintained at its present size. Fifteen

percent felt the industry was too large and should be cut back. A

key concern. among those opposed to the industry1s growth was its

effect on the natural resources, beauty and land use of Hawaii.

(Research Associates, 1975)

Another study carried out in 1978 measured the attitudes of

residents in Honolulu toward visitors as people. (Knox, 1978) The

purposes of the study were: (1) to gain an initial assessment of

82

the level of resident "Aloha Spirit" (friendliness toward tourists)

and (2) to begin to explore psychological factors which affect

resident "Aloha Spirit. Some of the results pertinent to this study

were as fo 11 ows:

Beliefs and perceptions about tourists: A minority of

the sample felt that tourists did not affect them

persona 11 y. Of those who thought tourists affected them

personally, positive benefits cited were usually economic,

while negative attitudes usually involved crowding or

environmental degradation.

Residents' emotions about tourists: Residents

expressed stronger positive feelings toward tourists than

negative fee 1 i ngs.

Opinions about growth of the tourism industry: Oahu

residents were sp 1 it as to whether the number of tourists

should keep growing on Oahu, but a slight majority favored

continued growth on the Neighbor Islands. (Ibid.)

A survey of residents' attitudes toward tourism and tourists was

also administered on the island of Guam in a report commissioned by

the Guam Visitors' Bureau. (Warner, 1978) The results showed that

most local residents knev1 ·surprisingly little about Guam's visitor

industry in spite of widespread publicity about the number of

visitors per year and the importance of tourism to Guam's economy.

This was the case even though most is 1 and residents had a highly

83

favorable attitude toward tourism and the Guam Visitor's Bureau had

just completed an intensive television education program similar to

that of the VIEC in Honolulu. The residents supported the growth of

the tourism industry with 82% of the respondents expressing the

senti ment that they would 1 ike to see more tourists come to Guam. A

1 arge majority ( 83%) thought the government of Guam should do more

to promote tourism. (Warner, 1978}

4.2 Survey Design and Methodology

Three methods were used in the present study to obtain the data

needed to determine residents' attitudes toward tourists as people

and tourism in general.

l. A household survey: This was conducted by the researcher in

June 1977 to gather data on attitudes toward tourism growth,

employment, tourists, size of household, age distribution, marital

status, income, ethnic composition of household and level of

education. The population for the survey was the households on the

island of Rarotonga. A random sample was selected to include

�espondents from each of Rarotonga's villages to ensure a good

geographic distribution. (Table 26} The total number of households

was 1,350, and a sample size of n = 157 was selected to give a 12%

sample. A four-digit number was selected from Table l (Snedecor and

Cochran, 1967}, then the first 157 four-digit numbers that did not

exceed 1,350 were selected. The sample consisted of the units that

carried these numbers in the listing of the household population

Table 26 -- Number of Respondents by Village of Residence, Survey of Households, Rarotonga, Cook Islands - June 1977

No. of Village Respondents

Tu pap-Pue 18·

Takuvaine 18

Tutak imoa 8

Rua tong a 11

Avatiu 11

Ni kao, Tepuka, Panama 10

Arorangi 30

Titikaveka 18

Ngatangiia 9

Matavera 6

TOTAL 139

Source: Household Survey, 1977.

84

85

determined by the Statistics Office. The Cook Islands Government

Statistics Office was most helpful in aiding in the selection of the

sample. The definition of a household was that used by the Cook

Islands Census.

The basic instrument of data collection was a questionnaire

administered by an interviewer to one respondent in each household,

preferably the head of the household, or his/her spouse, or any

informed adult in the household. A pilot test was conducted during

the preparation stage of the research. A total of 139 valid

questionnaires, out of 157, were obtained, giving a final sample of

10'.t.

Interviewers \'.iere recruited from the Sta ti sti cs Office and they

worked with regular monitoring by the researcher. {The researcher

conducted 15'.t of the interviews herself.) All of the interviewers

selected had worked on the census which was conducted six months

earlier. Training sessions were conducted to be sure the

questionnaires were administered correctly.

2. Survey of high school students: This survey also gathered

data on students' attitudes toward tourism in general and toward

tourists. Some of the same questions were asked. The total

population was 116, namely· all students in their last and second to

last years of school. The questionnaires were administered by the

soci a 1 science teachers during c 1 ass. The researcher gave a series

of lectures to each class on tourism in the Pacific after they had

86

responded and answered questions. This was a lively and interesting

exercise.

3. Leadership interviews: The researcher found that after

selecting a random sample from the community for the household

survey, persons in leadership roles were under-represented in the

sample. It was, therefore, felt that a separate set of interviev1s

with persons in leadership positions would enhance the understanding

of residents' attitudes toward tourism. This technique involved

selection of informants on the basis of leadership po,sitions within

the community. (Savatsaki and Freilich, 1977) Seidler (1974) used

ten informants and found this leadership interview approach to be

reliable. Another study using this method (Campbell, 1955) had a .9

reliability in comparison with a large-scale sample survey.

Six informants were selected. They were interviewed using a

standardized open-ended questionnaire. Each informant was asked to

give his/her views on tourism gr·owth and employment. In discussion

with the informants who were initially selected to represent

government, the Tourist Authority Board, traditional leaders, local

business, and religious organizations, each was asked to name other

people whom he/she thought were important leaders in the community

who might also have informed views on tourism. It turned out that

there was general consensus on the informants chosen.

4.3 Analysis and Results of the Household Survey

The first task in analyzing these data was to determine the

.....

87

basic distributional characteristics of each of the variables. This

was done using the Statistical Package for the· Social Sciences

(SPSS), which is an integrated system of computer programs designed

for the analysis of social science data.

Simple frequency distributions of both the independent and

dependent variables were presented and cross-tabulations of selected

variables were analyzed.

4.4 Findings

Demogr�phic: Although the selection of the household sample was

random, close to 85% of the respondents were males with only 15%

females. (Table 27) .Distribution by age (Table 28) shows that the

sample produced a fairly even distribution of age groups. Tab1e 29

indicates that over 53% of the sample had attended primary school,

while 17% attended high school, and only 9% had attended university.

Nearly 80% of the respondents were Cook Islands Maoris (Table

30), 84% were born in the Cook Islands (Table 31) , and over 81% had

lived in Rarotonga for 11 years or more, indicating a fairly stable

population. (Table 32)

Of the respondents, 45% were working in private business while

25% worked for government (Table 33) . The income di?tribution of

the respondents was fairly even, with 27% earning up to $30 a week,

22% earning $31 to $60, and 28% earned over $61 per week (Table 34) .

Attitudes toward Tourism: Respondents were asked whether or not

they approved of the construction of the airport. An overwhelming .

Sex

Male

Female

Table 27 -- Number of Respondents by Sex Survey of Households


Number Percentage

TOTAL

118

21

139

85

15

100

Source: Household Survey, 1977

Age

Table 28 - Number of Respondents by Age Group Survey of Households


Nµmber Percentage

21 - 35 Years 40 29

36 - 50 53 38

51 - 55 36 25

56 and Over 7 5

Unknown 3 3

TOTAL 139 100


88

-

Table 29 - Number of Respondents by Educational Level, Survey of Households, Rarotonga, Cook Islands - June 1977

Level Number Percentage

Primary School 74 53

High School 24 17

University 12 9

Unknown 29 21

TOTAL 139 100


Table 30 .:._ Mumber of Respondents by Nationality Survey of Households, Rarotonga, Cook Islands - June 1977

Nati on al i ty Number Percentage

Cook Island Maori 111 80

European 15 11

Cook Islands Maori/European 5 4

Other 4 5

TOTAL 140 100


89

Tabl e 31 - - Number of Respond ents by P lace of Birth Survey of Households


Place of Birth Number

Cook Islands 117

New Zealand 7

Other Commonwealth Countries 7

Other Pacific Islands 4

United States 1

TOTAL 136


Table 32 -- Number of Respondents by Length of Residence in Rarotonga

Survey of Households Rarotonga, Cook Islands - June 1977

Number of Years

0 - 10 years

11

21

31

40

- 20 years

- 30 years

- 40 years

and over

TOTAL

Source: Household

Number

22

27

28

17

41

135

Survey, 1977.

Percentag e

84

5

5

4

2

100

Percentag e

16

19

20

12

33

100

90

Table 33 -- Employment of Respondents Survey of Households


Categories of Employment

Number Percentage

Private Business

Government

Other

Unknown

TOTAL


63

35

12

Table 34 -- Income of Residents Survey of Households

Rarot onga, Cook Islands - June, 1977

Weekly Income

NZ $ 0 - 31

31 - 60

61 and over

Unknown

TOTAL


Number

37

31

38

45

25

9

21

100

Percentage

27

22

28

33

100

91

--

92

majority (91%) stated that they approved of the airport (Table 35),

though this does not necessarily mean . that they approve of the

airport for tourism purposes. Many residents would surely view this

new facility' as improved transportation to overseas destinations for

themselves and their families.

Responses to question No. 18 indicate that 26% would like to see

more hotels built on Rarotonga in the future, 36% feel that the

present number of existing hotels is sufficient and 28% would like

to see fewer hotels. (Table 36) The majority feel that the

existing tourist accommodation facilities are sufficient.

Question 40 asked whether or not residents approved of

construction of the new "Rarotongan Hotel 11 which· had just recently

opened. A large majority (74'.t) approved of the hotel while only 9%

di sapprovect, and 17% responded "Don 1 t Know. 11 (Tab 1 e 37).

Questions 28 ·and 29 indicate that the primary reason residents

approve of tourism are economic--because it generates "more money on

the island" (31%). Residents also -believe that tourism provides

better markets for local produce or handicrafts (69%) and that it

provides more jobs (72%). (Table 38)

Residents also think that tourism promotes more crime (20'.t),

increases the cost of living (21%), destroys the environment (13%),

and causes hea 1th problems. (Table 38)

Question Number 21 asked respondents to express their feelings

about the ownership of hotels, motels and other tourist facilities

Table 35 -- Residents' Attitudes Toward Airport Construction Survey of Households


Response Number Percentage

Approve 125 91

Disapprove 3 2

Don't Know 9 7

TOTAL 139 100


Table 36 -- Residents' Attitudes Toward Future Hotels Survey of Households


Hotels Number Percentage

More Hotels 35 26

Same as Now 48 36

Less Hotels 38 28

Don't Know 14 10

TOTAL 135 100


93

--

Table 37 -- Residents' Attitudes Toward Construction of New Hotel


· Response Number Percentage

A pprove 100 74

Disapprove 12 9

Don't Know 24 17

TOTAL 136 100


94

---

Table 38 - - Residents' Attitudes Toward Tourism, Survey of Households


POSITIVE

More money on the island More jobs Better markets for local produce

and handicrafts Promotes better understanding of

other people More opportunity for local business Revives local culture Better paying jobs More things to do and see or buy Other Don't Know

NEGATIVE

Increases cost of living More outside businesses and investors More health proble�s Harms local culture Promotes more crime Introduces new ideas and ways Destroys the environment Lose our friendliness Menial Jobs


Yes (%)

73.9 72.4 68.4

55.6

54 .1 48.9 43.3 37.3

3.0 2.3

68.7 57.5 54. l 46.3 46.3 43.3 41.8 28.6 23. l

95

Feel Strongly

(%)

30.9 14.5 17.3

7.3

6.4 4.5 7.3 0.9 0.9 8. 2 .

21. 1

8.8 10.6

4.4 19.5 2.7

13.3 5.3

96

on Rarotonga today. The majority (43%} stated that there was too

much outside ownership of these facilities, 17% thought the

ownership balance was "just right", 13% felt it "doesn't matter,"

an� a large group (27%} was "not sure." (Table 39)

The majority of residents (43%} thought that a joint venture

approach should be used to further develop tourism, 35% thought that

government should spend more money, and 18% thought private

enterprise should take leadership in this development. (Table 40}

In an attempt to determine whether tourism was a priority '

development, residents were asked the open-ended question: "Would

you tell me what you feel have been the most important development

projects in the Cook Islands in the last ten years?" The responses

indicate that tourism is the most important development project

(32%). The development of neighbor island airports, \'1hich can be

construed as tourism related, is perceived as another important

project ( 13%}. New housing was· al so considered to be an important

development (11%). (Table 41)

Attitudes toward Tourists: Several questions were designed to

assess the ·attitudes of residents toward tourists as people, in

addition to attitudes toward tourism as an industry.

Residents were asked if they wanted more or less tourists to

visit Rarotonga. A majority expressed the desire to have less

tourists (34%), while 31% wanted more tourists. However, 27%

-

Table 39 - - Residents' Attitudes Toward t .nership of Hotels/Motels



Too much outside ownership 59

Just right 24

Doesn't matter 18

Not sure

Source:

37

TOTAL 138

Household Survey, 1977.

Table 40 -- Residents' Attitudes Toward Further Tourism Development

Survey of ouseh�lds Rarotonga, Cook Islands - June 1977

43

17

13

27

100

Sectors that Should Spend More Money to Further

Develop Tourism Number Percentage

Government

Private Enterprise

Joint Venture

Don't Know or Other

TOTAL


44

23

55

5

127

35

18

43

4

100

97

-

Table 41 - - The Most Important Development Projects ·in the Cooks Islands Over the Last 10 Years as

Perceived by Residents, Surve of Househol ds, Rarotonga, Cook Islands - June 1977

Most Important Development Project

Tourism

Neighbor Island Airports

New Housing

Wa ter Supply

Agri cul tu re

Other


Percentage

32

13

11

4

7

33

100

98

thought the present volume was acceptable. (Table 42)

99

Residents were asked whether or not they thought there were too

many tourists visiting Rarotonga at the present tirre. The majority

thought the volume was "Just right" (39%}, while 32% thought there

were too many tourists. Only 18% felt there were not enough.

(Table 43) This response supports the responses to the previous

question.

When asked "Why would you like more tourists to come ? 11, 55'.t gave

economic reasons; for example, "more money for the ,Cool< Isl ands, 11

"better markets," "tourists are rich. 11 A significant number (37%},

however, stated that they "didn't know." (Table 44}

In response to Question 15(b}, "Why would you not like more

tourists to come?", the majority or 41% stated social and

environmental reasons for not wanting more tourists while 21%

expressed cultural reasons. Again, a large number (22%} stated they

"didn't know" why they had a negative response to this question.

(Table 45}

"Knowledge" Questions: Two questions were designed to determine

factual "knowledge" of Cook Islands tourism, based on information

widely publicized by the media.

Question 19 asked residents if they knew who owned the

Rarotongan Hotel. The majority (60'.t) stated "no, 11 while only 40%

indicated "yes. 11 (Table 46)

Table 42 -- Desired Future Volume of Tourists Survey of Households

Rarotonga, Cook Islands - June f977

Desired Future Volume Number Percentage

More Tourists 42 31

Less Tourists 46 34

The Same 36 27

Don't Know 15 8

TOTAL 139 100


Table 43 Attitudes Toward Present Volume of Tourists, Survey of Households


Attitudes Toward Present Volume Number Percentage

Too Many 44 32

Not Enough 25 18

Just Right 54 39

Don't Know 16 11

TOTAL 139 100


100

-

Table 44 -- Reasons for More Tourists, Survey of Households


Reason Percentage

Economic Reasons (e.g., more money for the Cook Islands, better markets, tourists are rich etc.)

Social Reasons (e.g., like more tourists, see more people, etc.)

Other

Don't Know

TOTAL

Note: Collapsed responses.


55

3

6

37

100

l 01

Table 45 -- Reasons for No More Tourists, Survey of Households


Reasons

Social & Environmental Reasons (e.g., exploit land and people, island too small, bad influences, more population, no food, more crime, health problems, spoil environment, etc.)

Cultural Reasons (e.g., spoils culture, spoils customs, culture change, etc.)

Economic Reasons (e.g., inflation, etc.)

Other

Don't Know


102

Percentage

41

21

7

9

22

100

-

103

Another question (30) asked if residents knew that the

government had a policy of "controlled11 ·tourism. The response to

this was 11no11 (56'.t), while only 43% stated "yes." (Table 47)

The responses to both these questions indicate that residents

knew surprisingly little about the Cook Islands visitor industry in

spite of widespread publicity through the radio and newspaper about

the.ownership of the Rarotongan Hotel and the government pol icy of

"controlled11 tourism.

Contact with Tourists and Use of Tourism .Facilities: One of the

factors that may affect attitudes of residents toward tourists and

tourism is the frequericy of contact with visitors and the frequency

of use of tourism facilities.

Question 16 asked residents how often they came into contact

with or met a tourist. The majority (50%) stated that their contact

with tourists was 11 infrequent,11 while 19% stated they came into

contact with tourists 11 every day11 and 15% stated 11every week."

(Table 48) Although the majority stated their contact with tourists

was "infrequent," there appears to be some relationsip between

frequency of contact and their attitudes that there are too many

tourists. This appears to suggest that persona 1 contact, rather

than perceived economic identity or interest, is more influential in

shaping Cook Islanders' attitudes about having more tourists.

Another variable ("Do you work in the tourist industry?) had too few

Table 46 -- Residents' "Knowledge" of Rarotongan Hotel Ownership, Survey of Households,


Response

Yes

No

TOTAL


Number

53

81

134

Percentage

40

60

100

Table 47 Reiidents' Knowledge of Government Policy,

Response

Yes

No


TOTAL

Number

57

75

133


Percentage

43

57

100

104

Table 48 -- Frequency of Contact with Tourists, Survey of Households

Rarotonga, Cook Islands - June, 1977

Frequency Number Percentage

Every Day 26 1 9

Every Week 21 15

Infrequently 68 50

Not At All 22 16

TOTAL 137 100

Source: Household Survey, 1 977.

105

106

(16} positive responses to make this variable meaningful. There is

a·possibility of a misconception in mean·ing or definition, and the

importance of the rel ati onshi p between frequency of contact and too

many tourists must remain a tentative hypothesis until there is more

and better research on ·those who perceive themselves to be in

"tourism jobs."

In response to Question 25 ("Do you often go to a hotel for

entertainment, drinks, or dinner?"}, the majority of residents (55%}

stated "No," while 45% stated 11Yes.11 (Table 49) This variable

appears to have some relationship with per.sons' a:ttitudes that a

tourist is a person on a limited budget, a person who is friendly,

and interested in the Cook Islands. (Table 50)

It is evident by the responses to Questions 16 and 25 that the

residents did not have frequent contact with tourists. In addition,

a· majority did n·ot patronize tourism facilities. It would appear

that those who do so, do not interact very much with the visitors.

It can be assumed that they frequent ·tourism facilities to interact

with other local residents.

Perceived Role of Government in the Tourism Industry: Several

questions were designed to assess what residents perceive the role

of government in the tourism industry to be.

Question 31 asked residents whether they felt that the present

government policy controlling the growth of tourism was the right

-

Table 49 Frequency of Use of Hotel Facilit ies

Response

Yes

No


TOTAL

Number

62

76

138


Percentage

45

55

100

l 07

Table 50 -- Residents' Feelings about Tourists, Survey of Households


Perception of a Tourist

Person with plenty of money

Person with some money but on a limited budget

Person who is rude and unfriendly

Person who is friendly and easy to approach

Person who is hard to please

Person who is easily pleased

Person who is genuinely interested in people and the Cook Islands

Person who is only interested in what he wants to do or know

Person who is noisy, loud and boisterous

Person who is quiet, responsible and shows respect

Person whom you would like to help anytime

Person who should be left alone


Yes

41.0

38.8

3.7

59.0

5.2

31.3

59.0

17.2

3.0

56.7

39.6

9.7

108

No

59.0

61.2

96.3

41.0

94.8

68.7

41.0

82.8

97 .0

43.3

60.4

90.3

--

109

thing or the wrong thing to do. The majority thought it was the

11right thing 11 (54%), only 6% thought it was the 1\'lrong thing,11 while

a large group (40%} said they 11don 't know.11 (Table 51)

Curiously, in another question with slightly different wording

{Question 32: "Do you feel that the growth of tourism should be

controlled by Government or not?11}, an overwhelming majority (82%}

felt that the government should control tourism growth, while only

7% stated government should not control tourism 9rowth, and only 11%

11didn1t know.11 (Table 52)

Question 23 asked residents whether they thought government

should give incentive, guidance and support to local people so that

they could invest in tourism. As might be expected, the

overwhelming majority stated 11yes 11 (89%), while only 10% stated

11no.11 (Table 53}

The respondents who answered 11Yes 11 in Question 23 were asked a

further question (24): 11Should government give support to local

people through technical advice, legal advice, financial advice, or

restricting foreign investment?11 The residents stated that

financial advice from government was important {63%) while 40%

stated that technical advice from government was desirable, 38%

wanted legal advice from government, and 31% stated that government

should restrict foreign investment.

It is evident from the above responses that residents of

Rarotonga think that the role of government in tourism growth should

Table 51 -- Attitudes Toward Present Government Tourism Policy, Survey of Households Rarotonga, Cook Islands - June 1977


Right Thing 69 54

Wrong Thing 8 6

Don't Know 52 40

TOTAL 129 100


Table 52 -- Attitudes Toward Government Policy of Contro

.lled Tourism, Survey of Households,



Controlled 112 82

Not Controlled 9 7

Don't Know 15 11

TOTAL 136 100


110

-

Table 53 -- Residents' Perception of Government's Role In Future T ourism Development, Survey of Households,


Response

Yes

N o

Don't Know

TOTAL

S ource: Household Survey, 1977. ·

Number

116

13

2

131

Percentage

89

10

l

100

111

-

112

be substantial.

4.5 Analysis and Results of the High School Survey

This section describes the results of a high school survey that

was conducted by the researcher at Tereora College in Rarotonga,

Cook Islands, in July, 1977. The survey was designed to assess the

attitudes of high school students in the last two years of school,

Form V and VI (or the equivalent of Grades 11 and 12 in the American

system) to\'lard tourism development, employment a�d traditional

values in Rarotonga.

Demographics: The mean (or average) age of the students was 17

years. Of the total of 116 respondents, 41 (or 35'.t) were males and

75 (or 65%) were females.

Attitudes Toward Tourists, Tourism and Growth: The majority of

respondents (79%) stated that thei� contact with tourists was

infrequent, meaning they came into contact with, talked to, or met a

tourist less than once a week.

Nearly 60% of the students thought of a tourist as a guest in

Rarotonga, as compared with 29'.t who consider them as "foreigners."

Alroost 52'.t stated that the current volume of tourists in Rarotonga

(approximately 10,000 per annum) was acceptable, while 26'.t wanted

fewer tourists and only 17'.t wanted more. This was reinforced by

113

responses to Question 7 where 66'.t stated that the number of tourists

then was "just right;" 24'.t said there were "too many, 11 and 5'.t said

there were "not enough.11

The profile of a "tourist" as perceived by a high school student

is a person who is genuinely interested in the Cook Islands, has

plenty of money and is friendly and easy to approach. (Tab 1 e 54)

.Approximately 67'.t thought that the new Rarotongan Hotel is a

good thing for the Cook Islands but of the total respondents, only

29% would like to see more hotels and motels built on Rarotonga and

57'.t did not want more hotels.

The majority, or 68'.t, thought that tourism was good for the Cook

Islands, while 19'.t di�agreed, and 13'.t "didn't know."

An overwhel ming 89'.t thought the growth of tourism should be

controlled by the government.

An overwhelming majority (93'.t) thought that the airport was a

good thing for the Cook Is 1 ands, and 90% thought the airstrips on

the outer islands were also good.

Table 55 indicates what .students feel are the positive things

about tourism. Twenty-four percent felt that tourism produces more

money on the island, that it promotes better understanding of other

people (21%), that it introduces new ideas and ways (13%), that it

revives local culture (12%), and that it creates more jobs (11'.t).

Table 55 also indicates the negative aspects of tourism.

Students felt that tourism destroys the environment (23'.t), that it

Table 54 -- High School Students Attitudes Toward Tourism, Survey of Tereora College

Rarotonga, Cook Islands - 1977*

Feel

114

Yes (%) Strongl y

GOOD THINGS

Promotes better understanding of other people

More money on the island Introduces new ideas and ways More jobs Better markets for local produce and

handicrafts Revives local culture More things to do and see, or buy Better paying jobs More opportunity for local business Other

BAD THINGS

Destroys the environment Promotes more crime Increases cost of living Harms local culture More health problems More outside businesses and investors Introduces new ideas and ways Lose our friendliness Menial jobs Other

*N = 116

Source: Survey of Tereora College, July 1977.

52 .6 50.0 43.1 31.0

30.2 27.6 25.9 19.0 19.0

3.4

50.0 48.3 42.2 33.6 33.6 31.9 28.4 25.0

2.6 1.7

(%)

20.8 23.6 13.2 11. 3

2.8 12.3

6.6 4.7 3.8 0.9

22.9 21.0 11 .4

9.5 14.3

4.8 10.5

4.8 1.0

115

promotes rrore crime (21%), that it creates more health problems

(14%}, and that it increases the cost of living.

Nearly 54'.t thought tourism should be strongly promoted since it

was the fastest way to provide jobs for the people, even if they

became more dependent on tourism, while 4 7% disagreed. However,

only 29% wanted more hotels so there appears to be some ambivalence

about tourism growth.

The majority, or 68%, thought that Cook Isl ands would have a

better standard of living in the future because of .tourism, while

32% disagreed.

Emigration: Almost 58% of the students wanted to emigrate to

New Zealand after finishing high school, 26% didn't want to

emigrate, while 16% were not sure. Of the 58% who wanted to

emigrate, 76% wanted to go for more education, 19% for work and 3%

to visit friends and relatives.

Of the 76% who wanted more education, 35% wanted to go to

university, 24% wanted medical training, 14% wanted business

training, and 8% wanted to go to teachers training college.

4.6 Results of Leadership Interviews

As outlined in the methodology section of this chapter, the

researcher found that the household sample did not represent the

persor.s in leadership positions in the community. Leadership

116

interviews were conducted in July, 1978. A total of 11 people were

interviewed using an open-ended questionnaire and an informal

discussion format. The persons included two religious leaders, two

political leaders, seven members of the Tourist Authority Board

(TAB) and one traditional leader who was also a member of the TAB.

Of the remaining members of the Board, five were also members of the

PubJic Service, two were representatives of the tourism industry,

and one was a woman.

Future Tourism Development and Growth: Whil_e most leaders

believed there was a great potential for future tourism development

and growth, only one of the political leaders felt that the

potential for growth was not as great as some people expected. He

noted that the potential for future development was "limited unless

policy changes radically to give good incentives for capital

investment." He felt the main limiting factors were: the cost and

availability of land, and the lack of skilled labor and the need to

employ qualified local people. He noted that another limiting

factor was the social/cultural impact of tourism, explaining that

this would remain an important constraint, though difficult to

assess because the effects were intangible and fraught with

subjective interpretations.

The other political leader stated that tourism growth should be

1 imi ted by the number of motel opera tors with 3 to 10 rooms. He

117

felt that distribution of the benefits to the small operators should

be encouraged and that greater encouragement should be given to

local people to invest.

All agreed that the opening of the airport and cheaper fares

mean that tourism would become a major industry in Rarotonga.

One of the members of the TAB felt that Rarotonga was not a

popular destination and that growth was limited. Another member

felt that tourism should have slow development. Another member of

the Board stated that the industry was "going ahead. in leaps and

bounds" and that growth \'toul d increase. He al so stated that

Rarotonga had enough accommodations to meet the increased fl ow and

was cautious about licensing more.

Tourism Development in the Outer Islands: Tremendous physical

constraints, such as air transportation, water supply, electricity

and accommodation, make outer island development difficult in the

opinion of one person. He felt that the outer islands had little

potential for tourism. Another political leader felt that the

Island Councils of the islands should determine whether or not they

should develop tourism. Two members of the TAB indicated that with

the present facilities the· outer islands would only be suitable for

people who were prepared to "rough it." Another member stated that

more visitors should be encouraged to visit the outer islands as

this would assist the economies of these islands. He felt that if

118

facilities existed, people would go to visit. He also felt that the

National Development Bank should finance these types of

accommodations in the outer islands. A religious leader noted that

because of the small populations existing on the outer islands,

tourism development must be on a small scale.

Perceived Impact of the Present Number of Hotels and Visitors on

Rarotonga and Future Projections: A religious leader stated that:

"Tourists are generally very demanding people. The volume of '

visitors and hotels on Rarotonga at present must have helped the

economy but has made hospitality no longer a spontaneous gift that

is natural to the Cook Islanders -- hospitality in Rarotonga is fast

becoming cold business." Both he and his colleague also felt that

there should be no more hotels, motels or visitors.

A political leader felt that the industry could be expanded to a

maximum of 30,000 visitors. He anticipated that this would be a

tolerable volume. He also felt that the present accommodation plan

must be allowed to consolidate and that development should be

diversified to include agriculture and local processing of crops.

This would be an as·sociated tourism development because new markets

would open up within the tourism industry.

A member of the TAB felt that al though there was a need for

another resort hotel on Rarotonga, other hotels and motels should be

enjoying an occupancy rate of 75% or better before another resort is

---

119

built. Another member of the board felt that there should be no

more tourists for the "i ndefi ni te future�"

Another politician stated there should be no more large hotels;

however, there should be no restrictions on small, locally-owned

hotels. Another member of the TAB stated that from an economic

standpoint more visitors and Q.ccommodations were needed. A fellovi

member agreed with this but felt that occupancy rates were important

considerations.

Role of Government in Tourism Development: A religious leader

stated that the role of government was 11to make sure that the

business side of t9Urism does not dominate and eventually throttle

the natural gifts of Cook Islanders' hospitality." Another

religious leader stated that government must be responsible in

finding a "balance" which will enable the Cook Islands to gain

something from tourism and at the same time preserve the culture and

"style" of the islands.

A political leader felt that government should be concerned with

the redistribution of benefits to local people. He also felt that

it should be involved in more planning and regulation and make

grants for restoration of historic sites. He thought that

government should not be involved in commercial ventures. His

colleague stated that government's role should be to make policy

decisions that affect the economic and social makeup of the

12 0

community. An important aspect of this \'IOUld be ensuring that local

participation was encouraged. He also felt that government should

not be involved in commercial ventures and strongly felt that

private enterprise should take the lead role in development wherever

possible. This view was emphasized by other respondents also.

Role of the Church: A religious leader stated that the best

role for the church was to "keep reminding all those connected \'lith

tourism that the Polynesian way of life is a gift of God ·that should

not be commercialized but should always respect the dignity of the

Polynesian." Another stated that the influence of the churches can

be important in the image the tourists get from the local population

in terms of friendship and interaction.

Most leaders interviewed believed that tourism had affected or

influenced Cook Islanders' life style. One TAB member felt that

tourism itself had not affected the life style. He felt that

education and modern technology had greater impacts. He saw tourism

as one way to understand others' viewpoints and share with others.

Another felt that tourism had made Cook Islanders' life-style more

sophisticated, made other life-styles more accessible, and had

served as a catalyst to re-evaluating the strength of traditions in

modern day 1 i fe.

Another TAB member felt that tourism had contributed to the

121

increase in the cost of living, and yet another felt that tourism

has hastened the breakdown and decay of traditional systems.

Another rrember stated that tourism could encourage a cultural

revival which could be beneficial. He saw tourism as part of the

process of change which could not be stopped. He felt that previous

non-action had allowed isolation and preservation and felt that the

islands now had an opportunity to control their destiny with an

awareness of what mistakes other countries had made.

Another TAB member stated that tourism had revi Vl?d the cul tu re

in terms of dance, music, wood-carving and handicraft. More young

people are now involved in traditional handicrafts than fifteen

years ago. A cottage industry based on handicrafts had been created

by tourism. One of the real problems was alcohol. Ninety percent

of the absenteeism amongst staff could be attributed to alcohol.

The two religious leaders' attitudes are expressed by the

f ollowing statement: "Tourism means money which means materialism.

The increasing abuse of alcohol and the increasing crime rate cannot

be blamed entirely on tourism, but it is one of the contributing

factors to the present aff1 uence which breeds these social

problems. The Church abhors such an increase in social disorder."

5. 1 Introduction

CHAPTER 5

CONCLUSION

122

The preceding three chapt�rs describe tourism in the Cook

Isl�nds, analyze tourism's contribution to employment, and report on

the results of three surveys seeking to document the attitudes of

residents towards tourism in 1977. This final chapter focuses on

patterns which could provide guidance in furth�r studies and

contribute to the decisions of planners and policy makers in the

Cook Islands communit� and government.

The facts and data document some obvious patterns. First, there

was rapid growth in tourism en Rarotonga between 1973 and 1977.

Second, the resulting visjtor industry contributes jobs and

job-related economic benefits to the community. Third, a majority

of the residents and community leaders perceive the industry to be

more favorable and beneficial to their way of life than

unfavorable. Fourth, resident attitudes support only modest growth

of the industry and reflect an awareness that much greater or inore

rapid growth somehow represents a threat to their preferred way of

life. Fifth, expatriates and foreign investors were getting the

best employment, best salaries, most equity and largest opportunity

for profitable returns.

12 3

It is appropriate here to examine the five issues separately.

Each review will include an analysis of the issue, first objectively

to determine whether more study is needed, and then subjectively to

help extract guidelines for policy makers. From these analyses,

several short conclusions and recommendations will emerge.

5.2 Review of Principal Patterns

Growth

In Chapter Two, it was noted that the tota) visitors in

Rarotonga increased by a factor of 3. 5 in 1974 up from 1973 then

more than doubled again by 1977, finally peaking in 1978 at nearly

18,000 visitors annually.

It was also noted that in 1975, the Cook Islands Tourist

Authority projected a potential 20,000 visitors for 1980. The trend

was certainly supportive of this projection at the ti me the surveys

were made. However, by 1979 the increases in world oil prices were

beginning to have an adverse effect on airline passenger fares. One

result was that the total visitors were 13,757 in 1979 down from

17 ,913 in 1978. It cannot be forecasted with any real assurance

whether this decrease is a temporary or pennanent trend.

Nevertheless, as we proceed with this analysis it is important to

bear in mind that voluntary constraints to growth were the major

issue then. It was not anticipated at that time that an involuntary

constraint to growth might develop.

124

Economic Contribution

In 1975 employment opportunities from· tourism industry expansion

i ad been projected at 350 persons, including 25 skilled workers.

:ds study reveals that there were in fact 464 persons employed full

time and 26 part-time. This was an impressive gain, equal in fact

to one-third of the work force employed by the government .

. It is apparent that the tourist industry as a whole employs 1.5

times as many males as females and that more than 60% of all those

employed were in the 20-35 year age bracket with only .about 20% over

that age.

Over 80% of all those employed were Cook Islanders whose salary

ranged from NZ$1,300 _to NZ$5,700 while 20% of the positions were

held by expatriates whose range of sa 1 ary was MZ$5 ,000 to

NZ$14,000. Since for the most part the expatriates held the higher

skilled positions, intensive training and career development for the

Cook Islands people could have a measurable impact on the retention

and distribution of wages and salaries in the local economy. It

would also seem that especially active female participation in this

training is warranted. Because of the general youth of the work

force both .receptivity to training and long-term value from the

investment can be expected.

Just over a third of those surveyed in households and in high

school expressed a desire to work in the tourist industry. A third

more in high school felt the need for more training before entering

the ·industry. In any case, tourism employment was not regarded as

125

very desirable. It would appear that some promotion of both the

benefits and the status of employment coupled with training to

improve that status could be undertaken.

Attitudes Toward the Effects of the Industry and Its Growth

The household survey, the survey of high school students and the

1 eadershi p interviews presented somewhat different viewpoints, but

with generally the same picture as if one viewed a computer image,

turning it to look at it from several angles.

The household sample, with largely male respondents, clearly

approved of the economic benefits that result from a viable tourism

industry. The opportunities for better paying jobs and for markets

for local produce and handicrafts were endorsed. These same

respondents were strongly supportive of tourism as a source of more

money for the island economy. However, they were less certain about

the merit of enlarging the indu.stry; indeed a substantial majority

wanted it smaller or at least to remain at status quo. This

hesitation to endorse expansion appeared to result from a fear that

cost of living increases would erode the obvious benefits. The

potential of an increase in crime was also a concern. Competition

from the outside, destruction of the environment and the possibility

of increased health problems were other constraints on their general

optimism.

The student respondents, who were largely female, with an

average age of seventeen, appear to be about evenly divided in their

126

support for tourism and their concern for any bad. effects. Like the

adults, they welcomed more money in the economy but their commitment

to this point was half as strong as the adults. However, they

showed twice as much interest in the potential of tourism to promote

better understanding of other people.

As typical students, they showed a greater concern for the

potential of negative impacts on the environment, in fact again

twice the concern of the adults. They also felt that crime would

increase. The possibility of increased markets, bett.er paying jobs

or new business opportunities was understandably .of very little

interest compared with the adults while they were consistently more

aware of a threat to the cul tu re. Such obvious differences between

the wage earners and those who are still at school says much about

the pragmatic nature of attitudes.

Interviews with both religious leaders and politicians were

conducted in order to get the viewpoint of those who were then

currently invol ved in decision mak irig. Al though the opinions of

these moralists and pragmatists together did not lend themselves to

statistical analysis, their responses did, nevertheless, appear to

be compatible with the results of these two surveys. Without

exception they took moderate positions on the merit of growth and on

the benefits and drawbacks of the industry to the community. Even

those who saw subs tan ti al opportunity for growth of the industry

thought that there should be a period of consolidation before it was

allowed or encouraged to grow. Stated simplistically, the moralists

127

wanted to protect the way of 1 i fe while the pragmatists wanted to

see a greater distribution of the benefits.

The image that emerges then is a set of attitudes that might

have been anticipated in any healthy and educated community. While

not fil 1 ed with surprises or reve 1 ations, it has the very rewarding

advantage of being the residents' image of their own community.

The fact that the tourist industry is currently not growing

seems to be fortuitous, taken in the light of the 1977 attitudes and

concerns. While there may be opportunities in the coming decade to

double today's visitor total, there would seem to be no great

urgency to do so, other than for purely economic considerations

relating to the gross national product. This may, therefore, be an

ideal time to maximize the values of the existing industry until

beneficial results lead to a change in attitudes. If this were done

soon, a popular demand to increase the growth of the industry might

emerge.

5.3 Cultural Considerations

In any analysis of tourism, it is important to consider the

impacts of tourism growth and other forms of development on the

unique social and cultural ·life-style of the Cook Islands.

In Rarotonga, over the last 20 years, there has been a revival

of cultural awareness. The development of the arts, whether it be

song, dance or the crafts, has truly been significant. Meanwhile,

traditional use of the Maori language has remained strong. Land and

128

inheritance rights have, if anything, been strengthened by

development. This is an encouraging situation and the outlook for

the 19801s is promising. However, tourism is a two-sided coin for

cultural development. Useful for its own value, the coin has a good

face and a bad one. As Cook Islanders look ahead to the next

decade, as they peer anxiously at their cultural future, they should

not. take the risk of merely flipping that coin. They should and

must decide which side will be face up.

As has been shown, in its pioneer years in Rarotooga tourism was

largely welcomed and thought to be .more beneficial than

detrimental. At the same time, substantial growth was not advocated

even by those who hoped to make their careers with employment in the

industry. In a study of tourism in Bali, Philip tt!<:Kean calls

attention to the "ironic theme" that, while modernization is

occurring, tourists expect the perpetuation of ancient traditions,

especially in the performing and sculptural arts, and would not

visit in large numbers if Bali became thoroughly modernized. Both

conservatism and economic necessity will encourage carvers,

musicians and dancers to have the funds for modernization. (McKean

1977:100) McKean calls this process "cultural involution" and goes

on to point out that the younger Ba 1 i nese 11fi nd their identity to be

sharply framed by the mirror that tourism held up to them. (It) has

1 ed many of them to ce 1 ebrate their own tr a di ti ons with continued

vitality."

Who is this tourist who holds a mirror to the residents? In

129

Rarotonga, he or she is perceived as having an ample budget, but is

neither rude nor unfriendly, as being easy to· please and probably

genuinely interested in our people and our islands. The tourist is

quite responsible and deserving of help. The tourist is both a

foreigner and a guest.

Does the presence of the tourist harm the culture? Perhaps to a

degree this is true but studies elsewhere and attitudes of residents

in this study suggest otherwise.

to stretch our vision beyond

To understand why, we are required

our stereotype of · the sunburnt

pleasure-seekers gawking about with cameras. As an exercise at

least, it is possible to perceive in the tourists the quest that we

all share--to see and understand the world, the profound human

desire to know others with the attendant possibility that we may

come to know ourselves.

Nunez ( 1963) points out that the alteration of one culture by

another has always been a fact of existence. "In this century

virtually no community is immune from outside contact and the

tourist is more ( common ) than any other kind of representative of

our cultures." He suggests that we must resist the temptation to

view indigenous people as unable to adapt to and assimilate a

changing world. On the contrary, in Bali, in Rarotonga, and in

numerous other visitor destination areas, the growing indication is

that such contact may selectively strengthen local traditions.

One tends to talk about culture mostly in terms of song, dance,

sculpture and other arts. What is often overlooked is that culture

130

is a total way of life, including, among other ·things, an econmic

structure. Each society has an econ.omic structure which is

constantly changing. Few Pacific economies are isolated enough to

be unaffected by world economic events. Most have elements of

western economic structures as wel 1 as very strong Paci fie

elements. In most Pacific Islands, the valuable economic resources

are. the peop 1 e, the 1 and and the sea. With a few exceptions, the

control of these resources is still held by the indigenous people.

This control is the key to cultural survival. Economic integrity

means cultural integrity. As long as major decisions are made by

Pacific Islanders themselves, self-determination and cultural and

economic integrity wiJl be maintained. We will make our mistakes in

making decisions and we will take responsibility for them, but they

will not be someone else's mistakes made on our behalf. The

economic traditions of the past may not remain intact, but they will

evolve in a dynamic way, the Pacific Way. Priorities within the two

frames may not have to be mutually exclusive; there may be, and

usually is, a way in which both cultural and economic frames can be

mutually beneficial.

5.4 Monitoring Growth and Further Research

The employment and residents' attitude surveys have now given

the Cook Islands' tourism industry a base for future research in

social and economic impact analysis. It may be the first time that

it has been possible to establish a baseline against which change in

social and economic conditions can be measured in the future.

Fortunately, we also have a baseline· for environmental impact

analysis as a result of research conducted in 1976. Although the

survey results have made it possible to determine the pulse of the

residents' attitudes toward tourism in 1977, the information gained

is only a partial diagnosis. It will be necessary to repeat the

surveys four to five years later to determine what changes have

occurred.

Unquestionably, the factors of familiarity with,

visitors, job

experience, environmental impact, and just mere pass�ge of time will

change conditions that exist among the residents, the visitors, and

the complex infrastructure that makes visitors in large numbers

possible. It is essential that these relationships be continually

examined as they are of extreme importance to the future of our Cook

I'sl ands way of 1 i fe.

Establishing a Social Profile

"Profiling is the process of describing the initial conditions

of an impact situation. It provides baseline social data of the

impact area from which the magnitude and intensity of changes,

induced and incidental, can then be estimated." (Finsterbusch &

Wolf 1977:153) Establishing a social profile constitutes a measure

of social con di ti ons prior to the time that effects of an

intervention are felt by the community affected. The categories

formed for the social profi 1 e will be the same as those used for

13·2

later impact assessment.

There are several techniques that can be used for social

profiling. One case study used leadership interviews, census data

and a local community planning survey which illustrates a

multi-method approach to social profiling. (White 1977) Another

technique is to use leadership surveys only. (Savatski & Freilich

1977) Another approach is the use of computerized data banks for

social profiling. (Aidala 1977) Still another technique is to

employ a quality of life production model in which var.ious economic,

political, environmental and social concerns are interrelated

inputs. (Liu 1977}

In this study a combination of leadership interviews, survey

research and census data was used to establish a social profile for

Rarotonga to provide baseline social data prior to the time that the

effects of large-scale tourism are felt. It is important that these

data be recorded in order to provide a base for measurement of

changes in the future that might take place as a result of tourism

development.

growth of

This provides information to policy makers so that the

tourism can be monitored in accordance with the

perceptions and attitudes of the Cook I sland people. It is in the

best interests of the people, the government and the touris�

industry that this be done, in order to avoid some of the pitfalls

of the industry in other locations.

Studies of this type have been done in the past. Anderson et

al. {1972} completed a -socio-economic profile of the island of

133

Kauai. Savatski and Freilich (1977) compared .the social change

potentials due to impending physical change in four communities.

The soci a 1 characteristics of these towns were compared through

leadership-generated community social profiles.

The social profile established by this study allows for the

assessment of the impacts of tourism four to five years 1 a ter.

Imp�ct assessment in this instance means evaluating a project or

policy in order to forecast its impact in the future.

Impact assessment can be in terms of economic, en�ironmental, or

social aspects. In many cases impacts are i�terrela:ted. Evaluation

of economic and environmental impacts of a policy or project is

genera.lly well understood, and the methods of doing this are fairly

sophisticated and well defined. However, social impact studies are

not so common nor well understood, and for this reason have not been

implemented. One of the bas_ic problems with social impact studies

is that it is difficult to measure some of the social indicators,

such as people's attitudes and feelings. However, people are

affected by a project or po 1 icy, and therefore it is important to

define what these impacts are and who are most affected by them.

5.5 Recommendations

After considering all the data, six recommendations emerge:

(1) The best efforts of the Cook Islands Tourist Authority and

Air New Zealand should now be devoted to maximize the values of the

134

existing industry. Activities should include increased management

training overseas, public education for a greater awareness of the

costs and benefits of tourisM, and additional concern for the

quality of the visitor experience, especially with reference to

contact with local people.

(2) The industry should recognize that the decrease in visitors

in 1979 and the levelling off in 1980 makes the projected total of

20,000 visitors a limited and important market. The visitors should

be surveyed to seek a full understanding of their e?<peri enc es and

how they feel they are treated. This survey should also determine

what they think their involvement with the residents and environment

should be. These surveys,along with surveys of residents• attitudes,

will go a long way to taking the pulse of the industry and

monitoring its heart.

(3) Existing tourism infrastructure and facilities on Rarotonga

are quite substantial for the size of the island and community. If

their use is to be maximized , then the industry must develop

further. This means developing markets for the off-season months of

the year so that faci 1 i ti es are used year round. Other strategies

include increasing neighbor island accommodation and air service,

building a fine golf course on Rarotonga, cultivating new markets

while continuing to promote existing markets, and refining services

and facilities, including medical care, banking, sports, exhibits

and shopping. The government should, however, adopt a po 1 icy of

135

slm>J gro!t1th,

visitors, a

including

1 evel that

setting a limit of no more than 30,000

can be accommodated utilizing existing

infrastructur9 and facilities.

(4) If the new target of 30�000 visitors for 1990 is agreed

upon and implemented by government, the surveys conducted as part of

this study should be repeated twice during the next nine years to

provide data for assessing impacts of tourism developments. The

resultant monitoring of resident attitudes will allow leaders to

implement a growth strategy cognizant of public attit4de�.

(5) While implementing this slow growth policy, the government

should examine the possibility of developing a culturally sensitive

strategy for tourism growth in the Cook Islands. Such a strategy

would make possible both the preservation and development of Cook

Islands culture and lifestyles. It is . crucial that those eMployed

in tourism development be encouraged to participate in detennining

how the communit� will interact with its visitors. In addition,

private business entrepreneurs, members of the Cook Islands Tourist

Authority, civil servants, and members of public bodies, including

village councils and religious authorities, should be encouraged to

work together in designing a type of tourism which is culturally

acceptable and economically feasible.

(6) The Cook Islands are a

Pacific. Other islands may well

small group of islands in the

be interested and willing to

136

undertake similar studies in their own countrie� and territories.

In most cases, where tourism is not well developed, such as in

Western Samoa, �Jiue, Tonga Vanuatu, the Solomons, Tuvalu, Kiribati,

the Northern Marianas and Papua New Guinea, these countries could

greatly benefit from such ·a study. It will allow decision makers to

establish baseline data in order to monitor future growth. In other

countries such as Fiji, Guam and French Polynesia, where a

substantial industry already exists, attitudinal and social impact

studies will allow decision makers to measure the pulse of .

residents' attitudes and evaluate the costs and benefits of

tourism. In these latter three countries and territories, the

industry is facing this issue with some concern.

It could be possible to implement these studies on approximately

the same schedule as that proposed for the Cook Isl ands. A sma 11

focal team of researchers could be trained to accomplish the field

work in each location, while computer analysis and summary reviews

could be accomplished following the pattern established by the

present study. Such a multiple approach might provide more than

multiple results; it might have the additional benefit of giving

binocular or in-depth vision into any one of the communities

studied, including a better understanding of what is happening

during the same period in the Cook Islands. The regional benefits

for long-range planning could be tremendous.

These are the questions that all those involved in tourism must '

137

ask themselves often: Where do we want to go? What should the

visitor industry offer ten years hence? Aside from any commercial

success, what benefits will tourism have contributed to the

community in which we live? What are the costs of commercial

success? Will we be satisfied in the future with decisions we make

now? The residents must be careful not to sell out themselves and

their islands to the world community. Their national beauty and

indigenous ways of life is what the visitor wants to see and share.

They cannot "beautify" their islands and emphasize �he .parts of a

way of life that the visitor might find more attractive at the

expense of other aspects of their culture. They must simply be

themselves.

The role of research in tourism development in the Pacific in

social and economic impact analysis is critical. Impact analysis is

a relatively recent phenomenon and the methodologies and models are

not well developed. But we must start somewhere, and we must devise

concepts and terminologies that are appropriate and relevant to the

Pacific Islands context. Assessment and monitoring of residents'

attitudes and employment patterns in any community is a beginning.

There is much more that can be done, and these crude tools can be

·refined.

We must invoi ve the community in the decision making process.

We must ask them what they want in terms of tourism development, and

we rrust make decisions that reflect the thinking of the community.

138

We are fortunate to have a community that is positive toward tourism

at the present time in Rarotonga and we must ensure that this

continues. The success of the industry probably depends on it;

continuance of the Cook Island quality of life certainly does.

139

APPENDIX

•

Area:

Station:

H.H. No:

RECOPJ>n:o SCHEDULE " '

COOK ISLANDS -

A STUDY OF TH:E SOCIAL A.t:D ECOHOJ.:I C

!?(PACT OF TOURISM

ON THE RAROTOJWA COrJ>lU?:ITY

constucted jointly by:

The Statistics Office, Central Planning Bureau,

with

Pamela Takiora Ingram Pryor,

The Cook Islands Tourist Au�hority, and

Cook. Island Library and Museum Society

140

COl\FID:El:TIAL

Rarotonga.

June, 1977

.( 1)

141

GD;ERAL rns�UCTICNS

(a ) This survey is a part of a study to provide information for future tourism

poricy deci:.:ion�. The information to be collected will be treated stri ctly

confi�entially ani your answers will be known to no one, as you are not

required to put your name or the name of any merr.ber of your family ( Household

(b) The particul�rs requested in this �estionnair� are expected to be S'l.:.pplied

and recorded by the � of the household. In his absence a k.nowledi;eable

person will record the particulars on behalf of the he;.d o:' the ho1.lsehoB . •

(c) The success of the study depenqs entirely on the aup�ly of correct

inforn.ation. So the respot.aent is requested to record correct ir.fo:nr.�tion

a.nd complete all the questions and not to leave any entrJ blank.

(d ) The members of the household will include ·all the persons who ate together

and slept in the house the previous night and those temporary absente es

who normally live in the house.

(2)

1. Please re.:i.d the note (pQ€e 3) and then record tr.e required particularo of �·our:ielf and :i.11 the members of your

housohold in the following table. Karee of the 11 e:r.br!ro of the hou::eholtl 1:eed not be wri ttcn. Only your rel::. ti onshi p

with each of the �embers is to be �entioned. -

Helationchip Highest Name of J!ame of the l!ours Heekly to the Place lnol of the post office/ahop/ worked calary/ head of Sex Age of Marital

cducntion Race Relit,"ion held or entabl i ohments/ during the wai;c the r/F yro Birth Status

attained type of hotel etc where last week received l1ouochold activity working

(k) () ) (aJ (b) {c) ( d ) (e) ( f ) (g) (h) ( i ) ( . ;)

-

I .p. N

(3)

143

NO'l'Es Instructions below refer to �be Question 1 on r:it;e 2.

Col. (a)

Col. (b )

Col. ( c )

Col. (d)

Col. ( e)

Col. (f )

Col. (g)

Col. · (h )

Col. ( i)

Col. (.�)

Mention all the members of the household specifying as 1 head'

hie or her spouse, hi� or her son, dau&hter etc.

Reccrd '?.1' for male, and 'F' for female.

Record age in completed years. Less than one year as '0'.

Record the name of the Island if born in the Cook Islands, or ncune cf the country if born abroad.

Record. ·�;y.�• for persona never married, ·��· for persons now married, 'ii' for persons whose husband or wife died and 'D' for persons who have been divorced or se?ar�ted.

Record for children less than 6 years 'Pre-echo.ol'; for school/ college going children, the class attending; and for those not attending scbool/col:ege, the last class attended or the hig!�est degree obtained.

Record 1 CI }jaori' or 'EU.rope an' or 'CI Maori/lliropean, or 'CI Maori/Polynesia' as the case may be. For others mention the race. l f the racial origins of all the members of the household are tl�e B81!1e1 mention the race of the "head of the household" ancl "then put(" )for all the other members.

Record 'CICC' 'RC' 'LDS' 'S!lA' etc. as the case mdy be. If the religious beliefs of the members of the household are the same, record the religion 'of. the he;...d and put (") for all the other members. Non-br�tised children will have �arenfs relit;"ion.

Mention the name of the post, specifying as 'clerk', 'shop assiDtar.t' 'hotel cook', 1maid111director', 'labourer' etc. Self €r.1ploymer.t

which does not provide any pa;yment need not be mentioned.

Name the office as 'Statistics .Office', 'Public Works', a.nd ehops :is 'CITC', 'UIT' etc and hotel as 'Rarotongan', 'Trailw�s' etc.

Cole (k) and (1) self explanatory.

-

2. i'le3Se �Ord t he particulilrs Of 7our cr..ilciren wto are away !':-om �ha ::ook !$la.r.da.

Relat1onshi o Y.ari tal ?l;.ce/Count� ?eriod or �·f)e o!' �o the Su �e Status where 0one ta ere J.Cti V: t: 8�

tead st:i.y 'io1�

I

(a} ?'lea.a• :nention b.ow lll&Q)' ;reun y(IU. �ve lived. in R.1roto�a.

Tears

(b) List other pl:.ces :JOU lived. ')efo� collll.n6 to �rotonp and tl:.e n\ll!iber of 7e:i.r� you l�ved in each ,1a.ce.

I

I::i:

IV

v

V1

4. Do you �t "JOUX !louse or i2 it your own?

(a) Rsnt

(b) Own

{c) Other (give de-t:J.ila ')e.J.ow}

144

(5)

5. If you answered (b), disregard this fiUestion.

145

If the house is not owned by you, please record the nasr.e of the owner of the house:

(a)

and the name of the o�me�� of the l<-::·: the hout;e is on:

(b)

6. Ple�se tick th� appropriate box to indicate whc decides the following activities of the ho�sehold.

(a) How much is spent on food each week:

0 Head 0 Spouse 0 No control

(b) How the money will be spent on other things:

D Head D Spouse 0 No control

(c) If the family will go to church:

0 Head . D Spouse 0 No control

(d) Ensure discipline of the ctildren ag�inst serious wrong doin�s:

D Head l_J Spouse

(e) Other important decisions of the tou�er.old:

D Head Q Spouse

0 No control

D No control

7. Do the members of the household obey and respect the guardianship of the head of the household as before? (s<l\Y 10 ye�rs before):

D AS before D Less th�n before

D Not at all

(6)

8. ?leue :nention the cilur<::i, clubs, &roups, .;;al:".e!l1 or o !her �!i•1itie11 :nenberv of your t.ousenol� ·;:ia.rt:i.cl;;a.te �n.

•!-'.embers Of �· Sex A.c.ti vi t7 ::.Ou.rs ;:>er

Household we ale

-

I

I

• �'.ent1an only ti:• relaticn-.hip u befoNI

9. Ple.ase :11er.tion ':he JOb (it a.ny), done �y ;;ou be:f'or'! t�e ;:>r'!cent or.e.

!;..1.i'te or t!le Name o! tbe office/ shop/ !lu:i:ber

Uirploj'l!lc"t j)OS't held or est a.blulur.ent s/ of :rea.rs t;rpe c:f' !lot al etc ·.1here ·•or>< ed. a.:: ti vi. !7 './O�:.:l6

-

146

(7) 147

10. Do you have o.r: �.nvestmen� in any-of the fcl lowing tourism industry?

D Yes o�:o If Yes, ple�e tick the appropriate bo:.:.

Capi t3.l Inve�tment fy�e of

Whclly Partly industry

owned owned Total Ca.pi t.:il

Inve!:ltr.:ent b:,r JO':. if sha:-ed

Hotel

Y.otel .

Restaur3J'lt

Transport

Duty free shop

�tert<linrnent .

Travel f>f;ency

Other ( specify )

(8) 148

�CUP.I sr J:::"TELCF�:::::T

�ATT!Tl�:::� ;u;J P:::?.C:::::P�C!'. CF LCCAL PEC?LE TC'.·:;._"'t'9S VISJTCRS A!r!) TCU�IS!·'.

11. Wc...ild you tell r.:c ·tthcl.t you fe·�lhavt: �ccn the rr.oct ir.-;portant develcprr.en: prcject� in t!:e Ccok IslunJs ir. the last ten year::.?

12. Do you apprcve or disapprove of the constrt:.ct�on of the new airport?

D Approve . 1

D Di.sapprcve 2

D Don'� Y....now 3

13. Would you w�nt �ore touristr to come to Raroto�g� ?r less tourists?

D ;.Jere tourists ,

D LP.SS tou·:ists 2

D '.!.'he same 3

D Tum' t k.r.ow 4

14. Do you think there are too many tot:.rists co�ing to Rarotonga �ow?

D D D D

':'co ma�

!: ot .. enough '

Just right

Don't know

15. Why would you like more tourists to come?

1

.2

3

4

OR, wlzy would you not like more tourists to come?

16. How often do you come into contact with, or meet

D Every day 1

D Every week 2

D Infrequently 3

D !.ot at all 4

a ·tourist?

(9)

149

17. '!)o you lock upon a tourist as a foreigner or a guest in our country?

D Foreigner

D Guest

0 Inell fferent

0 Don't know

1

2

3

4

18. Would you like to sen ,rnor�.hotels built on Rarotor-6a in the future?

20.

D ?fore hotel ;;; 1

D Sarne as at present 2

D Les s hotels 3

D Don't know 4

Do you kr.ow who owns the new Ra.rotongan Hotel ?

D Yes D !·;o

The propcrtior: of eha.rcholdiI"g in the new

0 '�:.r New Zeal�d �

D �iew -Zealand Coverr.r::ent Touri st Hotel Corporat ion 1

":,)

D Cook Isl a.nda Government 1 -:s-

Do you like the above sr.aring arra::gement?

0 Like

D Dislike

D Don't know

1

2

3

hotel is:

21. What are your feelings about the ownership of hotels, motels and other tourist facilities on Rarotonga today?

0 Too much out:.:ide ow:.ersbip 1

D Just right 2

D Doesn't matter who owns ....

3 �:-.em

D Not sure 4

22. If you feel there is too much outsi de ownership, how would you prefer to see it?

D

8

Joint ventu=e with outside ownership

�ore local ownership

Doesr.'t matter

1

2

3

150

23. De you think government should give incentive, guidance and suppo::-t

to local people so they can invest in tourism?

0 Yes 0 Ko

24. If Yes, should go vernment give support to local people throue;h

D Technical advice

0 Legal advice

D Financial support

c=.J Restricting foreign investment

25. Do you often go to a hotel for entertainment, drinks, or dinner?

O Yes

26. If your ans·,,er to the above ia Yes, tick the releva.'lt boxes

0 Entertainment

D '!:>inner

D Lunch

D �inks

27. If you don't go tick the appropria�e boxes

0 Uot interested

c:J Too expensive

I:J Against religious beliefs

0 Transportation problem

28. Which of the following describ e what you see or feel are good or � things about tourism in the Cook Islands lW\'/? Tick the appropriate boxes.

GOOD THINGS BAD THINGS

D More jobs D Menial jobs

D netter.paying jobs D Increases cost of living.

D More money on the Island D Harms local cult�re

D Better markets for local D Promotes more crime produce or handCrafts

D Revives local culture D Lose our friendliness

D More things to do and see, D More· outside businesses or buy and investors

( 11)

28. ( ccntd)

0

D

�ore op;:orturut:r for local bus1neaa 111� inveatmar.ts

?::-omotea better u::.�ersta.n.ilng of other ;ieopls

D

D

Destroys the anvirocment

Int:"Oduces :iew ideJ.S "-lid .,,a:ra

0 Y.ore !:.ee.ltb ;iroblea:a

Otha:' ------------ Other �------�-

29. lhueh of the above "i;ood,. �d "bad" tlung11 would :rou !eel 0011t sti'Q�l7 &bout?

Cood. thinc1

;o. Jo you oo.,, :!:.e .;everr.r.:ent hu a. ;>o:!.:.ey of controlled tou.nsm?

Dru )1. Do 7au. feel that :he ;i:-eaent goverr.m.ut ;:olicy of cont rolli� the bl"Q'olth

of :ourism �a :he :-:g::t thir.g or the \olf'Oll€; :tung to d.o?

D :li &ht t !:i.:ig D ·,1rong ) ur-.& D Jon' t. :C.ow

)2. Do you fed t:.at the �wth of tourism shocld be cont:-oll ed by Cove:"!"..tr.ent or not?

D Cont:-oll�

0 ?:ot contI'Ql lad D Don't bow

2 )

33. An ;rou 'ltOr;dng in the toUl'lat i::dustry? (liotala/l<otela, '!'?-3.vel �enciea, !>.it7 free sho�s, Sandicra.fta etc )

0 !ea O :ro

(:t.) !! :iot, 1tOuld ;;ou like :o ·�orlt �:l the tou:: at industry?

tJ Yea O ::o

)4. If �ore !:.ctala are built on Rarotong:i 40uld you li�e :o see :he� scattered �round :be :alan� or confi:ied :o a �ew ;>l�ces?

D Scat�end 0 Confineci

0 ::On 't !a:ow 2

151

(12) 152

35. Choose from the following alternatives t hose which express your feelings about future to.l!:l developmer.t? Tick the appropriate bcxes.

0 On beaches D LarE;e hotel

D Inland D :;mall hotel

D On hills D Island design

D �:ul ti-storey buildings , D !:on-Island design

D Singl�storey buil dirl€;S

36. .�eeping in 1r.ind .,.;hat yo'J. have indicated in 34 and 35 above, doe<: the

location, size c:.ml design of hotels and r.:otele: me3.Sure i;p to your expectations or not?

£ 1·'.easure up 1

Don't measure up 2

D ?&rtly 1:1easure up 3

D ')On' t know 4

37. \n:.ich of the foll owing Favct:rable and Un:.:i.vourable factors which \-�ould b� i�port.'.lnt to a tourist, do you see as rr.ost characteristic of Rarotonga now? Tick the appropriate boxes.

Favourable Fact ors

D Good Climate

D 3eautiful 1;atural Scenery

D ::nil din�s, churches etc

D Food

D Comfortable accommodation

D Wam, friendly people

D i�ttracti ve cus·toms, way of life

D �otic environment

D Reasonable prices

0 fl:any things to do and . see

D New, unspoilt place

D Good shopping

D D

D

D

D D D

D D

D

Unfavourable F'<lctors

Lnpleasant climate

Littered beaches and public places

Cnsanitary conditions in public places

High prices for food, lodging etc

Rude, unfriendly people

Complicated Entry and departure procedures

High cost of fare

Too commercial

Hot enough to do and see

Problems with language

( 13) 153

38. Which of the following sectors should spend more money to further develop tourism? Tick the a ppropriate box.

0 Government

D Private enterprise

[:J Joint venture

39. How do you feel about a tourist? Tick the appropriate boxes.

0 D 0 D D D D

D .D D D

D

Person with plenty of money

Person with some money but on a limited budget

Person who is rude a.nd unfriendly

Person who ic friendly and easy to approach

Ferson who is hard to please

Person who is easily pleased

Person who is gen�inely interested in people and the Cook Islands

Person who is only interested in wha.:t he wants to do or know

Person who is noisy, loud and boisterous

Person whG is qui.et, responsible and shpws respect

Person whom you would like to help anytime

Person who should be left alone

( 14) 154

Now one final question. Do you mind telling me from this table below which income gro�p the household income fell into last weeic?

� Up to $20 1

Over $20, up to $30 2

Over $30 up to $40 3


Over $50 Up to $60 5




Over $90 up to $100 9

Over $100 up to $150 1 0

Over $150 11

·Don't know 12

Refused 13

155

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