Sustainable Tourism: A Study of Haka Tourism Group in New Zealand

RUNNING HEAD: SUSTAINABLE TOURISM 0
Hospitality
Tourism
Management
August 5
2019

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Executive Summary
The report has been prepared on the Haka Tourism Group Company which is a tour and
travel company of New Zealand and leading the industry in organizing small group tours. It
was a start-up by its founder but is now continuously increasing its operations in the industry.
The tourism sector is increasing its business in all over the world and the sustainability
concern has always been a part of every business. The sustainable tourism concept is
concerned with the idea of involving the tourism industry to make a relevant contribution to
the protection of social, economic, environmental conditions of the nation. The Haka
Tourism Group is actively engaged in fulfilling its responsibilities towards sustainable
tourism. It provides education to the communities and visitors about the protection of the
environment; it uses eco-friendly products in its hotels; it employs the various individuals of
the country; it aims at the satisfaction of the visitors and supports the local communities for
developing business. The importance of the sustainability measures and the impact of loyalty
to the commitments of the New Zealand Tourism Sustainability Commitment have been
concluded with the study of the report. The recommendations have been provided for
increasing the investment to expand the business; to encourage the local business in the tours;
to involve the traditional cultural events in the tours for a closer experience of the culture of
the country; and to take the initiative of the waste management in the country for the
protection of environment. The report is the study of New Zealand tourism and its developed
system of sustainable tourism.

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Table of Contents
Introduction................................................................................................................................3
Overview of the Haka Tourism Group New Zealand................................................................3
Literature Review:......................................................................................................................4
Background concept of sustainability........................................................................................4
New Zealand tourism sustainability commitment......................................................................4
 Economic commitment...................................................................................................4
 Visitor commitment........................................................................................................4
 Host community..............................................................................................................4
 Environment commitment...............................................................................................5
Evaluation of sustainability approaches.....................................................................................5
Integration of sustainability with the business practices............................................................6
Benefits...................................................................................................................................6
Problems.................................................................................................................................6
Sustainable practices of the Haka Tourism Group:....................................................................6
Economic commitment:.............................................................................................................6
Sustainable business...............................................................................................................6
Productivity............................................................................................................................6
Visitor Commitment:.................................................................................................................7
Visitor information.................................................................................................................7
Product and market development...........................................................................................7

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Host Community Commitment:.................................................................................................7
Sustainable employment.........................................................................................................7
Quality employment...............................................................................................................8
Environmental Commitment:.....................................................................................................8
Ecological restoration.............................................................................................................8
Education................................................................................................................................8
Conclusion..................................................................................................................................9
Recommendations......................................................................................................................9
References................................................................................................................................10

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Introduction
This study is conducted to understand the travel and tourism industry in New Zealand. The
report begins with an overview of the Haka Tourism Group Company which defines the
company's basic information, its history, vision and the services offered by the association.
The concept of sustainability and its emergence in the industry is explained in the report. The
study discusses the New Zealand Tourism Sustainability Commitment in the four elements of
its commitment namely, the economic commitment, visitor commitment, host commitment,
and environmental commitment. An analysis of the concept of sustainable tourism is
conducted by comparing the similarities and differences in the concept with the traditional
concept of sustainability. The report consists of the benefits and drawbacks associated with
the process of integrating sustainability with the business practices of the company. The
further report is concerned with the sustainability practices followed by the Haka Tourism
Group based on the fourteen business commitments identified by the New Zealand Tourism
Sustainability Commitment. It also shows the work performed by the company in the field of
fulfilling the commitment towards the country and industry. The report also contains some
recommendations on the sustainability commitment of the organization for better fulfillment
of its commitments. Thus, the study is an overview of sustainable tourism and its importance
for the country.
Overview of the Haka Tourism Group New Zealand
Name of the Organization: The organization named, "Haka Tourism Group" is a tourism
company.
Location of the Company: It is located in Auckland, New Zealand.

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Operation sector of the Company: It is New Zealand's leading small group adventure operator
working in the travel and tourism sector of the country (Hyland, 2015).
History of Haka Tourism Group: The founder and owner of the company are Ryan Sanders
who started this company after quitting a job in the corporate world. He began with creating
small group guided tours that were categorized in snow, mountain and adventure tours. The
first tour of the business happened in June 2007 and after that company had a good growth as
it acquired the business of a snow tour competitor.
Vision and Mission statement: It expanded its business and has been growing at an 80%
average every year. The company has a vision to exceed its revenues for the upcoming 12
months to exceed $ 17 million. It has planned for $ 100 million investment in its new hotel
project. The owner of the company has stated that the company will be worth $ 50 million by
the end of the year 2025 and has issued a statement “I have BIG plans for Haka Tourism
Group and am super excited about our next 10 years” (Lima, & Weiler, 2015).
(Source: Boyd, 2018)
Services offered by Haka Tourism Group: The services provided by the organization include
the following: