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READING PASSAGE 1

You should spend about 20 minutes on Questions 1-13, which are based onReading Passage 1 below.

Case Study: Tourism New Zealand website

New Zealand is a small country of four million inhabitants, a long-haulflight from all the major tourist-generating markets of the world. Tourismcurrently makes up 9% of the country’s gross domestic product, and is thecountry’s largest export sector. Unlike other export sectors, which makeproducts and then sell them overseas, tourism brings its customers to NewZealand. The product is the country itself – the people, the places and theexperiences. In 1999,

Tourism New Zealand launched a campaign to communicate anew brand position to the world. The campaign focused on New Zealand’s scenicbeauty, exhilarating outdoor activities and authentic Maori culture, and it madeNew Zealand one of the strongest national brands in the world.

A key feature of the campaign was the website www.newzealand.com, whichprovided potential visitors to New Zealand with a single gateway to everythingthe destination had to offer. The heart of the website was a database of tourismservices operators, both those based in New Zealand and those based abroad whichoffered tourism services to the country. Any tourism-related business could belisted by filling in a simple form. This meant that even the smallest bed andbreakfast address or specialist activity provider could gain a web presence withaccess to an audience of long-haul visitors. In addition, because participatingbusinesses were able to update the details they gave on a regular basis, theinformation provided remained accurate. And to maintain and improve standards,Tourism New Zealand organised a scheme whereby organisations appearing on thewebsite underwent an independent evaluation against a set of agreed nationalstandards of quality. As part of this, the effect of each business on theenvironment was considered.

To communicate the New Zealand experience, the site also carried featuresrelating to famous people and places. One of the most popular was an interviewwith former New Zealand All Blacks rugby captain Tana Umaga. Another featurethat attracted a lot of attention was an interactive journey through a number ofthe locations chosen for blockbuster films which had made use of New Zealand’sstunning scenery as a backdrop. As the site developed, additional features wereadded to help independent travellers devise their own customised itineraries. Tomake it easier to plan motoring holidays, the site catalogued the most populardriving routes in the country, highlighting different routes according to theseason and indicating distances and times.

Later, a Travel Planner feature was added, which allowed visitors to clickand ‘bookmark’ places or attractions they were interested in, and then view theresults on a map. The Travel Planner offered suggested routes and publictransport options between the chosen locations. There were also links toaccommodation in the area. By registering with the website, users could savetheir Travel Plan and return to it later, or print it out to take on the visit.The website also had a ‘Your Words’ section where anyone could submit a blog oftheir New Zealand travels for possible inclusion on the website.

The Tourism New Zealand website won two Webby awards for online achievementand innovation. More importantly perhaps, the growth of tourism to New Zealandwas impressive. Overall tourism expenditure increased by an average of 6.9% peryear between 1999 and 2004. From Britain, visits to New Zealand grew at anaverage annual rate of 13% between 2002 and 2006, compared to a rate of 4%overall for British visits abroad.

The website was set up to allow both individuals and travel organisationsto create itineraries and travel packages to suit their own needs and interests.On the website, visitors can search for activities not solely by geographicallocation, but also by the particular nature of the activity. This is importantas research shows that activities are the key driver of visitor satisfaction,contributing 74% to visitor satisfaction, while transport and accommodationaccount for the remaining 26%. The more activities that visitors undertake, themore satisfied they will be. It has also been found that visitors enjoy culturalactivities most when they are interactive, such as visiting a marae (meetingground) to learn about traditional Maori life. Many long-haul travellers enjoysuch learning experiences, which provide them with stories to take home to theirfriends and family. In addition, it appears that visitors to New Zealand don’twant to be ‘one of the crowd’ and find activities that involve only a few peoplemore special and meaningful.

It could be argued that New Zealand is not a typical destination. NewZealand is a small country with a visitor economy composed mainly of smallbusinesses. It is generally perceived as a safe English-speaking country with areliable transport infrastructure. Because of the long-haul flight, mostvisitors stay for longer (average 20 days) and want to see as much of thecountry as possible on what is often seen as a once-in-a-lifetime visit.However, the underlying lessons apply anywhere – the effectiveness of a strongbrand, a strategy based on unique experiences and a comprehensive anduser-friendly website.

Questions 1-7

Complete the table below.

Choose ONE WORD ONLY from the passage for each answer

Write your answers in boxes 1-7 on your answer sheet.

Section of websiteComments

Database of tourism services·easy for tourism-related businesses to get onthe list

·allowed businesses to 1 __________information regularly

·provided a country-wide evaluation of businesses, including their impacton the 2 __________

Special features on local topics·e.g. an interview with a former sports 3__________and an interactive tour of various locations used in 4 __________

Information on driving routes·varied depending on the 5 __________

Travel Planner·included a map showing selected places, details of publictransport and local 6 __________

‘Your Words’· travellers could send a link to their 7 __________

Questions 8-13

Do the following statements agree with the information given in ReadingPassage 1?

In boxes 8-13 on your answer sheet, write

TRUE if the statement agrees with the information

FALSE if the statement contradicts the information

NOT GIVEN if there is no information on this

8 The website www.newzealand.com aimed to provide ready-made itinerariesand packages for travel companies and individual tourists.

9 It was found that most visitors started searching on the website bygeographical location.

10 According to research, 26% of visitor satisfaction is related to theiraccommodation.

11 Visitors to New Zealand like to become involved in the localculture.

12 Visitors like staying in small hotels in New Zealand rather than inlarger ones.

13 Many visitors feel it is unlikely that they will return to New Zealandafter their visit.

Reading Passage 1, Questions 1-13

1 update

2 environment

3 captain

4 films

5 season

6 accommodation

7 blog

8 FALSE

9 NOT GIVEN

10 FALSE

11 TRUE

12 NOT GIVEN