Abstract

This exploratory study aims to categorise the factors affecting customer activity in the tourism industry of Aotearoa/New Zealand post-Coronavirus Disease (COVID-19) and the 2022 reopening of borders. The significance of the study can be explained by the fact that tourism is a substantial part of Aotearoa/New Zealand’s economy. Annual international tourism revenue before COVID-19 pandemic was $17 billion, contributing 20.1 per cent to Aotearoa/New Zealand’s total exports of goods and services. As the tourism industry recovers, it becomes increasingly important for the tourism and hospitality sector to identify factors influencing customer activity and new tools to attract tourists. A systematic literature review explored the theoretical frameworks of efficient management, examined effective global customer management practices, and analysed various management tools available for stimulating customer activity in tourism and hospitality. The study explored different aspects of the tourism industry from the perspectives of decision-makers in the travel companies, governmental agencies, local communities, and customers of tourism services. Critical evaluation of the literature highlighted the importance of systematic engagement of local communities in the development of tourism products and fostering meaningful integration of community networking with digital word-of-mouth networks informing the awareness and knowledge of customers. Authenticity of interaction at the intersection of local communities, service providers, customers, and government agencies may be particularly impactful for reviving and reinforcing tourism in Aotearoa/New Zealand in post the COVID-19 pandemic.

Keywords:
tourism industry, management in tourism, interaction in tourism, tourism stakeholders, management tools, Word-of-Mouth concept.

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