Business Report: Market Investigation and Strategic Management

This business report focuses on market investigation and strategic management in the tourism industry, specifically for Wai Ora Outdoor Adventures. It discusses the growth areas and potential opportunities for Wai Ora in the adventure tourism market and Maori tourism industry. It also includes the development of a questionnaire to assess market potential and strategic recommendations for maximizing performance in the existing sector and entering a new area. The marketing management section outlines a marketing plan to achieve strategic objectives.

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DIPLOMA IN BUSINESS (LEVEL 7)
MARKING SHEET
Course Title BUSINESS PROJECT - CAPSTONE Term 2 – 2019
Course DB745 Version 3
Title Assessment 3: Business Report
Level 7 Credits 20 Total
Marks
[Weighting]
65
(65%)
Student Name
Student ID
Tutor’s Name
Week Due Due Date
Sections Repor
t
T.3 T.4 T.5 T.6 T.7 Tota
l
Questions Market
Investigati
on
Strategic
Managem
ent
Marketing
Managem
ent
Organisati
onal
Change
Business
Communica
tion
Total Marks 15 10 15 10 15 65
Marks Awarded
Assessor’s Overall Feedback

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Student’s Signature: Date:

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Overall Instructions:
1. “APA” 6th edition referencing and citation are compulsory.
2. Plagiarism would be dealt with zero tolerance and you would fail the assessment.
3. A soft copy of assignment must be submitted on Turnitin by the due date and a hard
copy must be submitted to the lecturer on date advised by lecturer.
4. Be advised that any similarity rate 15% or above will result in zero marks as stipulated
above. Your work should be free of errors with respect to grammar, spellings and
punctuation.
General Instructions
All three stages need to be completed to complete the capstone
project. Each stage has been allocated marks and will be graded.
You are to read the attached brief from the client and complete the tasks.
This entire project is based on the Wai Ora Outdoor Adventure and the case is attached to the
assessment instructions.
For this assessment there are three (3) stages)
Stage 1: The Draft Proposal
Stage 2: The Report Phase
Stage 3: The Presentation of Key Findings.
(Your tutor will give you the due dates for each stage of the assessment.)

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STAGE 2: THE REPORT PHASE
MARKET INVESTIGATION (15 marks)
Task 3
COMMENTS MARK
a) Research the adventure tourism market for Wai
Ora and discuss the key areas of growth could
develop.
A minimum 3 areas of growth are to be
discussed.
The discussion should outline the growth areas,
the possible growth Wai Ora could anticipate
and other considerations such as geographical
location.
All discussion must be supported with
referenced literature.
Wai Ora Tourism Market is solitary of the well-known tourism group in
New Zealand which reflects the tourism culture of both the New
Zealand and Maori Culture. Wai Ora tourism is uniquely one of the New
Zealand based operator promoting touring while delivering education
guide, adventure and other services related to culture. The tourism
market of Wai Ora consists of International tour groups, promotes
weekend and holiday tour programmes to pupils who are learning in
New Zealand and some exceptional tours that suits the travelling
groups. Wai Ora Adventure market is overall an outdoor magical place
that also comes up with a set of some risks. The tourism market excels
in managing, eliminating as well as minimising the risks and ensures
high client experience. The tourism market of Wai Ora also provides
transport facility to tourism groups and students and is committed in
providing high quality coaches and comfortable seats (Roberts, Hall &
Morag, 2017). The Wai Ora tourism market provides the best
accommodation to its tourists decorated with Maori sleeping rooms,
tents small bush huts and even luxury private rooms. With its
widespread growth in overseas market, the number of guests and the
buoyancy of the domestic tourism market drove the tourism market of
Wai Ora to about $39.1 billion in a year as reported by the statics of
New Zealand travel market. According to the travel market of Wai Ora,
the international tourists spend to about $ 16.2 billion which rates up to
9.6 per cent. Due to the tourism market the amount of short term tourist
advents to new Zealand increased to about 7.8 per cent with a
continued increase in the number of visitors across the international
market.
The key capacities of progress that Wai Ora tourism can develop
includes the following:
1. A major part of the tourism market can be used as the development
tool for economy and it contributes mostly in the developing countries.
/5

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The Wai Ora tourism need to entail its contribution while collecting
goods and services that are offered to the visitors.
2. Another development area that needs to be initiated within the
tourism market of Wai Ora includes initiating analysing plan for
increasing the tourism, This the major development area that needs to
be anticipated within the travel market of Wai Ora as the lack of having
reliable statistical data often hampers the growth of tourism market as
well as ceasing its potential development in the overall tourism market
in New Zealand (Mason, 2015). In order to initiate this development
area, the Wai Ora tourism needs to carry out further researches in their
preceding plan and will need to initiate long term programs that will
facilitate long term tourism development design for the tourism market
at New Zealand as well as in the tourism marketplace of Wai Ora.
3. The Wai Ora tourism market need to invest its capital more on the
nature and heritage development. The development area in this respect
includes improving access to the attraction sites where the
geographical location of the tourism market does not interfere with any
sensitive habitat or any type of historic area of that location.

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b) Wai Ora would also like to be a leading player in
the Maori Tourism industry.
Outline two further areas of growth related
specifically to Maori Tourism Wai Ora could
consider and the potential Maori Tourism has for
the future.
A minimum 2 additional areas of Maori growth
are to be discussed.
The discussion should outline the growth areas,
the possible growth Wai Ora could anticipate
and other considerations such as geographical
location.
All discussion must be supported with
referenced literature.
The business of Maori Tourism wanted to expand its tourism industry
and wanted future markets to understand their basic needs in terms of
development and growth. Maori culture is an important part of the
visitor experience from international experiencing in New Zealand’s
tourism.
The possible growth areas that could be initiated within the Maori
Tourism includes-
1. Improving long term plans for business:
Improving the long term plans for tourism business is an essential
aspect as it helps in enhancing the overall quality of the environment
both for the tourists as well as for the residents. Within the planning
process, of the development of plans for the business, initiatives should
also be taken in terms of market analysis, assessing available
resources, analysing financial and economic analysis and developing
plan to analyse the social and the environmental impact (Ateljevic &
Page, 2017).
2.Strategic , financial, leadership development to enhance business
capability
Most of the tourism markets that are present are moving towards
sustainable development (Kiráľová & Pavlíčeka, 2015). Tourism
industries are one if the fastest growing industry both in terms of
economy and social development. Thus adopting development
strategies is one of the growing area that needs to be considered for
the Maori Tourism Industry (Medlik, 2016). Besides developing
strategies it is also necessary that the industry focus in developing
effective leadership roles in order to enhance the business capability in
facing risks that are related to the tourism industry.
/5

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c) Develop a questionnaire of survey Wai Ora
could use to assess the potential of the suggested
market opportunities.
The questionnaire is to be developed on a
recognized survey tool like Survey Monkey or
Office 365 forms.
No more than 20 questions are to be used in
the survey.
A questionnaire of investigation the tourism industry of Wai Ora can
use in order to measure the potentiality of the recommended
marketing opportunities includes the following-
1. How large is the current market or the potential market of tourism in
New Zealand?
2. How fast is the current tourism market of Wai Ora is growing or
declining and is it an emerging market?
3. What are the greatest area of need overall in the Wai Ora tourism?
4. How well the Wai Ora tourism be able to connect with and generate
strong sales in each of their targeted markets?
5. How much the long term plans of the tourism business are clear
and effective?
6. How much strong are the strategic, leadership, financial and
business management capabilities of Wai Ora ?
7. Who are the major competitors in the market of travel in New
Zealand and what are their offerings?
8. How well do you know about the current customers and markets of
the Wai Ora tourism industry?
9. How well Wai Ora is able to develop the right products and
experience for their target markets?
10. How well do you place the position of Wai Ora tourism industry
based on their offered products and experiences as compared to its
competitors?
11. What are the shortcomings in the current offerings of the Wai Ora
Outdoor Adventure and what frustrations are caused for clients or
customers?
12. What is the current size of the Wai Ora tourism market? What is
the potential size of the market? Will it grow or contract?
13. Evaluate the quality of services provided by Wai Ora tourism.
14. Does the tourism industry invest in the area where it operates?
15. Does the Wai Ora tourism contribute to the preservation of
resources?
16. Any international tourism promotion campaign has been
developed by Wai Ora in the last 5 years?
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17. What are the expected changes in development that needs to be
done in this industry within the coming 5 years?
18. Rate your opinion on the promotional measures taken by Wai Ora
tourism in a 5 point scale- Excellent, Very good, Good , Average,
Poor.
19. Do you have suggestions for the improvement in facilities to that
provided by Wai Ora Outdoor Adventure tourism?
20. Who are the current or potential customers of the tourism
industry?
TOTAL /15

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STRATEGIC MANAGEMENT (10 marks)
Task 4
COMMENTS MARK
a) Using your research in the previous task Wai
Ora Outdoor Adventures (WOOA) wants you
to suggest ONE (1) sector in which it is
already competing and make strategic
recommendations on:
i) how to maximise its performance in the
existing sector
ii) Key areas Wai Ora Outdoor Adventures
will need to address or change to adopt
your recommendation.
Tourism industries are gaining a lot of importance nowadays while
influencing growth and development in sectors of economy and
contemporary societies (Whitford & Ruhanen, 2016). Although the
geographical position and other natural resources plays an essential
role in the development of a tourism segment, but doing that is not
enough to mandate to maximise the presentation of type Wai Ora
tourism industry.
For the tourism industry of Wai Ora, the recommended strategy is to
offer better quality service to both national and international clients
while using several marketing plan within the business of Wai Ora
tourism (Sigala, 2017).
In order to maximise their performance in serving better quality to its
customers, certain techniques can be used such as key enactment
pointer, regular inducements to the members associated with the
serving of better quality to the customers, arranging for regular
meetings with the members who are responsible to conduct various
tourism related activities, reorganising the staffs and arranging a good
relationship with the staffs including the guides and drivers (Carr,,
Ruhanen & Whitford, 2016).
For tourist industry measuring the service quality level is an important
stage to be improved by using various strategies like implementing
innovative and incremental improvements. For this the key areas Wai
Ora Outdoor Adventure should focus on includes developing right
products and experiences for the target markets, featuring innovative
designs to appeal to the targeted customers, improving products and
experiences based on the feedbacks received from the customers and
most importantly staying updated with the latest trends and key market
changes in the area of tourism so as to adopt the recommendation by
addressing these changes (Ying, Norman & Zhou, 2016).
/5

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b) Using your research Wai Ora Outdoor
Adventures (WOOA) wants you to propose
ONE (1) new area which it can compete in
and make strategic recommendations on:
iii) why this area would be beneficial to Wai Ora
iv)how Wai Ora might progress their entry into
this new area
v) Key areas Wai Ora Outdoor Adventures will
need to address or change to adopt your
recommendation.
Strategic recommendation for the Wai Ora Outdoor Adventure so as to
propose a new area include enhancing business area of this
organisation using several strategies with respect to marketing plan and
numerous strategies related to social and media.
For the business tourism of Wai Ora one of the key development area is
to increase the tourism by planning strategic management plan which
will be simultaneously initiated with the adoption of strategies to
enhance the business area of the organisation.
In command to progress in this fresh area, Wai Ora need to invest in
tactics that directly aligns with the ideal customers of the business. Ideal
customers are the most profitable prospect in the tourism business. Wai
Ora can take advantage of these customers in adopting strategies that
aligns directly with the business objectives (Camilleri, 2018). Another
way by which Wai Ora can adopt this strategy is by increasing its
business areas in infrastructures that underpins the growth of tourism
with international connectivity with high quality of accommodation
offerings, airports and telecommunication facilities (Whitney-Squire,
2016). The business of Wai Ora should also effort on the area of
marketplace growth while offering products that meets the value of the
visitors and offers them with high experience. This is one of the
strategic growth that helps the tourism industry to ensure their growth in
a sustainable way while enhancing the business area globally.
/5
TOTAL /10

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MARKETING MANAGEMENT (15 marks)
Task 5
COMMENTS MARK
Wai Ora Outdoor Adventures (WOOA) wants you
to develop an outline marketing plan to help it
achieve its strategic objectives.
The marketing plan is to be for the two strategic
directions outlined in the previous task.
The marketing plan needs to include:
- The purpose of the plan
- The proposed target market(s) and any market
segmentation
- Objectives and goals for the plan
- Marketing tactics to be used including social
media
- A GANNT chart showing when each marketing
activity will be implemented
- An estimated cost for implementing the plan
The notable determination of this unit of the assignment is to
outline a marketing plan which will be very much beneficial for Wai Ora
Outdoor Adventures (WOOA) which is New Zealand d based business
providing a wide range of service in the country (Arthur, Jones &
Stillman, 2015). This marketing plan will be having numerous sections
and each of the section will be very much significant to understand the
need for having a new marketing plan. It can be said that the marketing
plan will be very much compatible with the business process of this
commercial establishment.
Purpose of the plan
There is different perseverance of this publicizing plan and
understanding expectation of target market is one of the main
commitments of this advertising plan. The other significant purpose of
this promotion plan is segmentation of the market which are already
used by this commercial establishment (Huang, 2018). It can also be
said that the potential clients can be attracted using this marketing plan.
The promotional activities can also be modified using this marketing
plan. Consumer engagement can also be enhanced using this
marketing plan.
Both the two strategic direction which was described in the previous unit
of the paper such as the enhancement of the business area of this
organization and offering better quality services to both the national as
well as overseas client can be enhanced using this new marketing plan
which will also consider the use of numerous social media strategies.
Proposed target market(s) and any market segmentation
The target market of this commercial establishment includes both the
local tourists of New Zealand as well as the overseas clients. Both the
/15

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international study groups as well as the student’s studying in New
Zealand (Scott & Scott, 2016). The other target area of this commercial
establishment is the tourists of the specialty tours. Most of the
accommodation issues of these students and other consumers can be
addressed using the service provided by this commercial establishment.
The cultural activity of Maori can be used to determine the target market
of this commercial establishment.
The different categories of services provided by this commercial
organization can be significantly enhanced using the market
segmentation which is done using the famous Maori culture (Melchiorre
& Johnson, 2017). The market segmentation of (WOOA) depend
entirely of four factors such as demographics, geographic, behavioral
graphics and psychographics. All these four categories of market
segmentation are used to find the potential clients of this organization,
at the same time it must also be said that the heritage maintained in the
Maori culture can be effectively maintained using these four types of
segmentation. The current market position can also be determined
using the market segmentation and target marketing.
Objectives and goals for the plan
Understand the expectation of the consumers and managing most of
the available resources are the prime objectives of having a new
marketing plan for WOOA. The target audience and the set of activities
required to attract the potential clients can be easier to monitor using
the new marketing plan. Detailed description of each of the client
required can be studied using the new marketing plan (Fine, 2017).
Evaluation of the situation analysis of this organization as compared
with the strength and weakness of the other similar organizations in
New Zealand. Setting the budget for the future expenses are the other
goals of this marketing plan.
The goals of this marketing plan are sale, increase in the units
sold in the productions, enhancement of the market share of this

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organization, awareness of the issues faced by the consumers of this
organization, higher rate of sales of conversion. The KPI can be very
much significant to understand the goals and objectives of this
marketing plan.
Marketing tactics to be used including social media
There are different categories of platforms which can be considered by
WOOA in order improve the net profitability of the business. The use of
the Google AdWords can be very much beneficial for tis organization as
Google is one of the most used web service in the world. Exposure from
social broadcasting podiums such as Instagram and Facebook can be
very much use to reach out to the younger section of the society who
are increasingly using this social media platform for different purposes
(Lee, 2017). Use of platforms such as LinkedIn can also be very much
significant to understand the current market trends and the business
policies adopted by the other similar organizations in New Zealand
(Lidstone & MacLennan, 2017). YouTube marketing can be the other
significant marketing tactic which can be adopted by WOOA. Guest
blogging is the other most used marketing tactics which is trending in
the market, it can also be said that this marketing tactic can be very
much useful to understand the marketing strategies. The consumer
pattern of WOOA can also be understood in the first place using all
these different categories of social media platforms.
A GANNT chart showing when each marketing activity will be
implemented
Each of the activities of the fresh marketing plan will be presented in the
following table using a Gantt chart.

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ID Outline
Number
Task
Mode
Task Name Duration Start Finish
0 0 Activities of the
marketti ng plan
105 days Tue 25-06-19 Mon 18-11-19
1 1 Phase 1 27 days Tue 25-06-19 Wed 31-07-19
2 1.1 Data collection about
customer expectation
10 days Tue 25-06-19 Mon 08-07-19
3 1.2 Creation of content 5 days Tue 09-07-19 Mon 15-07-19
4 1.3 Analysis of created
content
5 days Tue 16-07-19 Mon 22-07-19
5 1.4 Creating brannd
awareness
7 days Tue 23-07-19 Wed 31-07-19
6 2 Phase 2 28 days Thu 01-08-19 Mon 09-09-19
7 2.1 Activation of programs 7 days Thu 01-08-19 Fri 09-08-19
8 2.2 Use of SEO 6 days Mon 12-08-19 Mon 19-08-19
9 2.3 Use of social media
strategies
15 days Tue 20-08-19 Mon 09-09-19
10 3 Phase 3 50 days Tue 10-09-19 Mon 18-11-19
11 3.1 Inbound and out
bound marketting
25 days Tue 10-09-19 Mon 14-10-19
12 3.2 Creating bransd
awarness and
re-targetting
25 days Tue 15-10-19 Mon 18-11-19
S M T W T F S S M T W T F S S M T W
02 Jun '19 21 Jul '19 08 Sep '19 27 Oct '19 15 Dec '19 02 Feb '20 22 Mar '20 10 May '20 28 Jun '20
An estimated cost for implementing the plan
The cost of enactment of the new marketing plan will be depending on
the factors such as the right expectation of the consumers and
management of the communication plan which is also required along
with the marketing plan. The marketing pan must be aligning with the
organizational objectives as well as the net profitability of this
organization (Jarach, 2017).The cost of implementing the plan is
described in the following table considering the activities of each of the
stakeholders.

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TOTAL /15
Stakeholders Cost
Government regulators $500 (NZD)
Strategic partners $1000 (NZD)
Operational manager $400 (NZD)
Marketing team headed by marketing heads $1000 (NZD)
Business analysts $200 (NZD)
Project manager $500 (NZD)
Risk analysts $300 (NZD)
Social media team $200 (NZD)

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ORGANISATIONAL CHANGE (10 marks)
Task 6
COMMENTS MARK
In the information provided by Wai Ora Outdoor
Adventures (WOOA) they have provided some
organisational charts outlining their staffing.
a) You are asked to analyse the information
provided in relation to the next year’s budget
and financial figures and suggest an
organizational chart to suit the business in this
growth phase.
The organisational chart model used is to be
explained in terms of its suitability and reasons
for choosing this model.
The explanation must be supported with
referenced literature.
Considering the different categories of organizational chart which
was provided, it can be said that next year budget must be very much
planned. The finance manager of WOOA must be aligned with the
sales department of this organization instead of the technology
manager as both the finance team and the sales team is directly
associated with each other (Neyoy, Rodríguez & Castro, 2017).
Considering the position of the team leader it can be said that the team
leader must show his/her presence in each of the departments of this
organization. The skiing team must be working in collaboration with the
administration team of WOOA.
According to Daft (2015), there are different categories of
external as well as internal factors which can have direct impact on the
performance of each of the stakeholders associated with the
organization. The investigator of the paper stated that these factors had
to be considered while framing the organization structure and defines
the role of each of the stakeholders of commercial establishments.
Considering the organizational chart which was given according to the
expertise of the stakeholders it can be said that the senior workers of
this organization must be working very closely with the new entrants as
they can guide them and monitor their performance. The executive
assistance must be very must be associated with each level of
employees it can also be said that guide leaders can must be working
very closely with the maintenance team of this organization.
As stated by Drucker (2018), mission and vision of the
organization must be aligned with the new organizational chart. The
investigator of the paper stated that the change in the organizational
/5

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structure must be practiced in such a way so that it does not have any
undesirable impact on the existing business processes of the
commercial establishments.
Considering the nationality of each of the stakeholders it can be
said that the confliction management procedure can be very much
useful to manage the cultural differences as well difference in approach.
Conflict management technique must be applied in order to manage the
complications of difference in workspace.
As mentioned by Durrani & Rajagopal (2016), need is required in both
organization structure as well as in management team as it can ensure
the long term success of commercial establishments (King & Lawley,
2016). The investigators of the paper stated that change in approach is
very much essential to address the complications of the commercial
establishments in terms of the conflict management.
This organization structure was very much useful to improve the
organizational performance of WOOA. The financial figures of the year
2017 and 2018 suggest that the changes have not been made after the
financial figure was formed at the end of the year 2017 (King & Lawley,
2016). Training schedules to each level of the employees is much
required which will very much useful to deal with the complexities of the
new technologies which are used in the business environment of this
commercial establishment.
As discussed by Gagić (2016), the financial structure of business
organizations has to be changed in the first place as it will guarantee
the triumph of the association in the coming years. The investigator of
the paper stated new business opportunities can be created using the
financial structure.
It is also suggested that the price of the Canyon trips of the
international tours has to be reduced so that the business finance of
WOOA is enhanced. The cost of pre-packaging of the meals must also

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be reduced in the first place in order to manage the financial
complexities if this organization.
As illustrated by Gordon & Brezinski (2016), technologies and
strategies re needed to be revised as the business conditions keeps on
changing every moment. The investigator of the paper stated that the
organizational changing is very mush useful to manage technical
complexities of organizations.
It must also be said that changes in budget is very much required
so that the growth of the organization is maintained throughout the
year. The total direct expenses must also be monitored as these
overhead cost is a huge concern for the growth and development of this
commercial establishment (Homans 2017). The social media marketing
strategies also had to be reduced significantly due as this have a direct
impact on the progress of this organization.
Considering the role of each of the stakeholders sakes tram
Max
Chong
April
Waimana
Jack
Mitchell Samichou
Manpreet
Singh
Gurpreet
Singh

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executive must be working very loosely with the finance team rather
than the help desk department of WOOA.
b) To implement the new organizational chart will
require making significant changes in the
business including some to roles and staffing.
Discuss two different models for change that
could be used to implement the change and
outline what might be considered by the business
at each stage.
Models for change
The proposed change can be incorporated in WOOA using different
categories of change management models such as Kotter’s theory and
Nudge theory.
Kotter’s theory: Each of the 8 steps of this theory can be very
much useful to maintain the existing business functions of this
organization. This theory is very much aligned with the management of
the tourists vising New Zealand. Both the long term as well as the short
term variables can be enhanced using the Kotter’s theory. Business
process of WOOA in terms of the accommodation facilities and
passenger support can be enhanced using the Kotter’s theory. The cost
of the recreational activities can also be managed in the first place
using this theory. The cultural diversity maintained in this organization
can also be maintained using this theory. The current market trends is
the most significant limitation of incorporating new changes which has
to be kept in mind before bringing the change.
Nudge theory: Behavioral economic can be a leading factor
which can help this organization to manage each of the business
processes in an organized manner. The decision making ability of the
strategic planner of this organization can also be enhanced using this
theory. The social outcomes of the service offered by this commercial
establishment can be monitored and modified using future planner of
this organization to understand the needs and expectation of the clients
which keep on changing. Thus the using this model the QoS of WOOA
can be enhanced. Business of WOOA must be monitored in each stage
so that the risks of bringing the change can be identified and
addressed.
/5

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TOTAL /10

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BUSINESS COMMUNICATION (15 marks)
Task 7
COMMENTS MARK
a) Analyse the reports provided on Maori Tourism
in New Zealand and outline what aspects Wai
Ora Outdoor Adventures (WOOA) may need to
consider if it wanted to be more prominent in
the Maori
Tourism sector
Maori Culture tourism is based on several activities within in their
tourism industry which includes trends and characteristics that matches
with the tourists who participates in the cultural activity of Maori tourism.
Maori Tourism shows an essential role in the visitor experience of New
Zealand (Smith, 2015). As per analysis, the Maori tourism industry lacks
in certain development area which essentials to be addressed by the
Wai Ora tourism in order to collaborate with Maori Tourism and to stand
out more prominently in the Maori sector. As per the researched
analysis, Maori tourism needs to improve its connection and strong sale
products within their tourism industry. Maori tourism report analysis
shows the importance of long term plans in order to stand out within the
market of tourism in New Zealand. Maori tourism seeks help of other
organisation to help them with the business connectivity and the
support that are needed. In order to be noticeable in the Maori tourism
industry, Wai Ora tourism must focus on the following-
1. To focus on the development of building quality within the business in
order to make commercial gain from various cultural environment.
2. To promote the tourism in New Zealand reinforcing the brand of New
Zealand Inc. This can be done by promoting the cultural values of the
Maori culture incorporating it with the Wai Ora adventures.
3. Leveraging the tourism and trade within the industry. This includes
enhancing the relationship to create opportunities within the tourism
sector while maximising the tourisms relationship to leverage trade
opportunities.
4. It is also essential that the Wai Ora adventure cultivates the diverse
tourism business of Maori within their adventurous activities and in turn
producing a unique cultural experience (Throsby, 2016).
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b) Propose two key suggestions Wai Ora Outdoor
Adventures (WOOA) could develop their interest in
Maori Tourism.
Within each suggestion outline how the suggestion
would be implemented effectively, when it
should be implemented over the year and who
would do the implantation or monitor the
introduction.
Justify your response using additional literature
outside the reports provided.
Two key recommendations that Wai Ora Outdoor Adventure can use in
order to develop their interest in Maori Tourism includes-
1. A portion of internationalist travellers get involved towards the Maori
tourism because of their unique culture and diverse activities. Wai Ora
Outdoor Adventure tourism can practise this area in order to enhance
their own business culture and also promote the culture of Maori among
national and overseas tourist market.
2. Maori tourism excels in providing the best quality services to its
customers by knowing the customers and the present market position.
This feature of Maori tourism can be collaborated with Wai Ora tourism
which will in turn help the tourism market of Wai Ora to excel in
providing high quality services to customers by taking into consideration
of the business strategy of Maori Tourism.
The connection and the strong sale strategy of Maori tourism is well
developed and this can be applied to the Wai Ora tourisms in order to
make it much better and to provide benefit for both the tourism industry.
Cultural tourism is now the main attraction for tourism industries and
attracts a wide range of tourists nationally and overseas (Albrecht, 2017).
The main aim of cultural tourism is to develop a sustainable business
development with respect to economy, social and other cultural
development. In order to implement this Wai Ora tourism industry can
take steps in defining the responsibility for the development of tourism
in New Zealand by taking advantages of the positive sides of Maori
Tourism. The industry can also adopt strategies while planning to build
documents based on the cultural events that could be involved. All
these activities and initiatives will help the Wai Ora tourism to enhance
their business culture so as to stand out within the business of tourism
industry.
Ensuring quality in tourism industry is an important factor and needs to
be ensured with highest priority. Wai Ora tourism can adopt strategies
like ensuring the consistency in its product delivery so as to meet the
expected standards from business. There are various tools and
services that the organisation can use in order to measure and improve
the quality service by recognising the quality demand of the customers
in the tourism industry. Customer services is an important aspect in
/5

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tourism industry and could help the country to develop economically
based on the growth of the industry.
It is commended that Wai Ora Outdoor Adventure should implement
this strategy immediately as it would take a time span of 2 to 3 years in
order to be completely effective.
c) Discuss a model Wai Ora Outdoor Adventures
(WOOA) could use to evaluate its business and
personnel to determine their cultural awareness
and competencies
Your discussion is to be supported using
additional literature outside that provided.
A exemplary that Wai Ora Outdoor Adventure can use in order to
estimate its corporate and employees to determine the consciousness
related culture and aptitudes are the Regional Model Competency
Standard. The model can be used to develop a specific skill within
workplace as in this case in the tourism industry of Wai Ora to train the
members against the standard. The core competencies of the model
include green or environmental competencies. With the use of this
model, the competencies of the managers in the tourism industry give
them the competitive advantage to successfully define the destination
of tourism. One of the main area that the Wai Ora industry need to
include within their development strategy include globalization so as to
improve the human capital through continuous learning and
development process. Thus using the Regional Model Competency
Standard, Wai Ora Outdoor Adventure can evaluate their business
competencies and stand out within the global market of tourism in New
Zealand.
/5
TOTAL /15

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Content Rubric
Marks
Out of 5 0 1 2 3 4 5
Out of 10 0 1-2 3-4 5-6 7-8 9-10
Out of 15 0-1 2-4 5-7 8-10 11-
13
14-
15
Assessment
Criteria
Knowledge &
understanding of
subject
Major gaps in
knowledge and
understanding
of material at
this level.
Significant
inaccuracies.
Gaps in
knowledge and
only superficial
understanding of
the well-
established
principles of
area(s) of study.
Some
inaccuracies.
Some knowledge
and understanding
of material, of
well- established
principles of
area(s) of study,
and of the way in
which those
principles have
been developed.
Broad knowledge
and understanding
of material, of
well- established
principles of
area(s) of study,
and of the way in
which those
principles have
been developed.
Very good
knowledge and
understanding of
material, of well-
established
principles of
area(s) of study,
and of the way in
which those
principles have
been developed.
Exceptional
knowledge and
understanding of
material, main
concepts/theories
at this level.
Awareness of the
limitation of their
knowledge, and
how this
influences any
analyses and
interpretations
based on that
knowledge.

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Cognitive/
Intellectual Skills
(e.g. logic and
argument;
organisation and
communication of
Unsupported
generalisations,
made without use
of any credible
evidence. Lack of
logic, leading to
unsupportable
conclusions or
missing
conclusions. Lack
of
Views/ findings
largely irrelevant,
illogical or
contradictory.
Generalisations/
statements made
with slight
evidence.
Conclusions lack
relevance and/or
Awareness of
main issues.
Structure of
argument
effective, but
with some gaps
or weaknesses.
Some evidence
provided to
support findings,
but not always
consistent.
Issues identified
and analysed
within given
areas. An
awareness of
different views
and ability to use
evidence to
support
argument. Ability
to apply concepts
and
Good level of
analysis. An
awareness of
different views
and ability to use
evidence
convincingly to
support
argument.
Ability to apply
concepts/
principles
Exceptional
analysis and
consistent
features.
Perceptive,
logically
connected
points made
throughout the
work within a
comprehensive
and

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ideas and
evidence)
analysis and
relevance.
validity. Some
relevant
conclusion
s.
principles
outside
context of
study context.
Generally
sound
conclusions.
effectively beyond
context of study.
Valid conclusions.
balanced
argument.
Evidence
selected carefully
and thoroughly
analysed.
Persuasive
conclusions.
Use of
research
informed-
literature
(including
referencing,
appropriate
academic
conventions and
academic
honesty)
No evidence of
reading. Views are
unsupported and
non- authoritative.
Academic
conventions largely
ignored.
Evidence of
little reading
appropriate for
this level and/or
random use of
sources.
Academic
conventions
used weakly.
Evidence of
reading relevant
sources, with
some appropriate
linking to given
text(s). Academic
conventions
evident and
largely consistent,
with minor
weaknesses.
Knowledge and
analysis of a
range of literature
beyond core
text(s). Literature
used accurately
and analytically.
Academic skills
generally sound.
Knowledge of the
field of literature
used consistently
to support
findings.
Research
informed
literature
integrated into
the work. Very
good use of
academic
conventions.
Exceptionally
wide range of
relevant literature
evaluated to
inform argument,
balance
discussion
and/or inform
problem-solving.
Consistently
accurate and
assured use of
academic
conventions.

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