DAM792 - Rotorua Canopy Tours: Sustainable Practices in New Zealand

This report provides an executive summary of Rotorua Canopy Tours, a New Zealand-based adventure tourism company, and analyzes its sustainable practices within the context of the New Zealand tourism sustainability commitment. A literature review explores key sustainability components (social, environmental, and economic) and evaluates sustainability approaches based on economic, visitor, host community, and environmental factors. The report examines Rotorua Canopy Tours' sustainable practices related to economic commitment (sustainable businesses, capital investment), visitor commitment (product and market development, visitor engagement), host community commitment (sustainable employment, community engagement), and environmental commitment (waste management, education). The conclusion summarizes the four key elements, provides an evaluation, and offers recommendations for finance building, change management, and media engagement to further enhance the company's sustainability efforts. Desklib offers a wide range of academic resources, including similar reports and past papers, to aid students in their studies.

Running head: HOSPITALITY TOURISM
Hospitality Tourism
Name of the Student
Name of the University
Author Note

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Executive Summary
Rotorua Canopy Tours provides high thrill, canopy tours in New Zealand and is part of the
adventure tourism sector and environmental as well as eco-tourism which is a growing
industry within New Zealand. A literature review has been done to understand the
components and elements related to sustainability therefore to create recommendations that
can be incorporate sustainable practices within a business. The sustainable practices of
Rotorua Canopy Tours can be analyzed based on the 14 business commitments that are
outlined in the New Zealand tourism sustainability commitment which involves four factors
of sustainable tourism such as economic, visitor, host community and environmental. These
approaches help the business to use sustainable practices in thaw business as well as create an
environment and culture within the organization that focuses on all the key components that
an ensure business sustainability. Based on the above study of sustainability approaches and
objectives of the industry as well as the business the following recommendations can be made
such as finance building, change management and media engagement.

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Table of Contents
Executive Summary...................................................................................................................1
Overview of the organization.....................................................................................................3
Name, location of business and type of sector...................................................................3
Brief history.......................................................................................................................3
Vision and mission statement.............................................................................................3
Services offered..................................................................................................................3
Literature review........................................................................................................................3
-Background concepts of sustainability (key components)...................................................4
-Sustainable initiatives of the New Zealand tourism Sustainability Commitment (analysis
of 4 key elements)..................................................................................................................5
Economic commitment......................................................................................................6
Visitor commitment...........................................................................................................6
Host community commitment............................................................................................7
Environmental commitment...............................................................................................7
-Critical evaluation of sustainability approaches...................................................................7
-Integrating sustainability to business practices (2 benefits and 2 problems)........................9
Sustainable practices of the organization.................................................................................10
-Introduction.........................................................................................................................10
-Economic commitment.......................................................................................................10
Sustainable businesses.....................................................................................................11
Capital investment............................................................................................................11

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-Visitor commitment............................................................................................................11
Product and market development.....................................................................................11
Visitor engagement..........................................................................................................12
-Host community Commitment............................................................................................12
Sustainable employment..................................................................................................12
Community engagement..................................................................................................13
-Environmental commitment...............................................................................................13
Waste management..........................................................................................................13
Education..........................................................................................................................13
Conclusion................................................................................................................................14
Summary of four key element..........................................................................................14
Evaluation (any 1)............................................................................................................14
Recommendation 250...............................................................................................................15
References:...............................................................................................................................16

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Overview of the organization
Name, location of business and type of sector
Rotorua Canopy Tours is a tourism business that is located in 147 fairy Springs Road Rotorua
New Zealand. The organization provides high thrill, canopy tours in New Zealand and is part
of the adventure tourism sector and environmental as well as eco-tourism which is a growing
industry within New Zealand (canopytours.co.nz, 2019).
Brief history
The organization provides family adventures as well as environmental awareness among the
tourist through family friendly adventures which have allowed the company to win several
awards such as the Qualm ark Gold, trip advisor certificate of excellence and Qualm ark
100% pure New Zealand awards. Since its foundation the organization has been able to
develop a significant market capture and brand image through the unique services that the
organization provides (canopytours.co.nz, 2019).
Vision and mission statement
The vision of the organization is to provide family friendly adventures within the natural
beauty of New Zealand in an environmentally friendly and creative manner. The mission of
the organization is to promote the development of the brand as a leader in the sector through
high quality services and best customer experience (canopytours.co.nz, 2019).
Services offered
The services offered by the business includes canopy tours, wildlife adventures, adventure
sports such a s zip lining, free diving and so on, eco-tourism, family tourism, environmentally
friendly tour packs (canopytours.co.nz, 2019).

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Figure 1: Ziplining Services. Source: canopytours.co.nz, 2019
Figure 2: Canopy Walks. Source: canopytours.co.nz, 2019

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Figure 3: Canopy Tours. Source: canopytours.co.nz, 2019
Literature review
A review of literature is an approach in which a research on academic literature is done
through academic journal articles on the same study to identify the key components and
elements that has been supported or analyzed by the literature and thereby provide a better
understanding of the topic. This can help to understand the current research as well as gap in
knowledge regarding the chosen topic and therefore can help researchers to understand
further avenues of studies in relation to sustainability. A literature review has been done to
understand the components and elements related to sustainability therefore to create
recommendations that can be incorporate sustainable practices within a business.
-Background concepts of sustainability (key components)
Sustainability refers to the idea of sustenance of resources and ensuring its long term
availability by mitigating and overcoming exploitative practices that can cause degradation to

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the environment. The background concepts or the key components that forms the core ideas
of sustainable practice are outlined below:
 Social component: the social components that influences sustainable practices
includes the factors that affects the society in terms of the quality of life of the
people, levels of education, community development practices, equal opportunities
among the members as well as social ethics and laws. These factors influence how
individuals of society can adopt sustainable practices as a good quality of life can help
individuals to focus on the implementation of sustainability after addressing the basic
necessities and hierarchal needs of people. Similar education on sustainable practices
can inform people on the best practices that can promote sustainability.
 Environmental component: the environmental components that can exist within the
external environment of the business that can promote sustainable practices includes
efficient resource management through businesses can ensure the optimal utilization
of its resources, reduced wastage and also promote recycling and up-cycling of waste
products that can adversely impact the environment. Environmental protection is
another factor that implies an active engagement of businesses towards protecting the
environment from the adverse impact of the business operations and also addresses
the problem of global climatic change. Additionally, the factor of restoring and
preserving habitats helps to promote the sustainability of the bio diversity and local
eco systems thereby protecting the environment.
 Economic component: different economic factors that can also support sustainability
includes the cost of living of people that is a direct influencer of the extent of
sustainable practices individuals can adopt, spending on research and development
that is influenced by the economic strength, cost savings which dictates how much
expenditure can be made on sustainable practices, long range planning that influences

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the long term sustainability objectives and smart growth that supports a better balance
between economic growth and sustainable practices.
(Edgell, 2016; Mihalic, 2016)
Beyond these three components which form the pillar of sustainability an overlap of social
and economic component can support fair taxation, fair trade business ethics, better workers’
rights and meaning government spending. An overlap of the economic and environmental
factors can support better energy efficiency, improved carbon credits and better subsidies and
tax breaks. An overlap of the environmental and social factors can support better
environmental laws, improve public involvement and help in better reporting and publishing
of sustainability studies (Boley, McGehee & Hammett, 2017).
-Sustainable initiatives of the New Zealand tourism Sustainability Commitment
(analysis of 4 key elements)
The New Zealand Department and tourism industry is committed towards sustainable tourism
approaches and being the leaders in sustainable tourism. The commitment aims to ensure that
every tourism business in New Zealand adopts sustainability practices by the year 2025. The
vision of being the leaders of sustainable tourism in the world implies high economic goals in
which the benefits of sustainable tourisms are shared with host communities that support the
initiative and work towards the restoration, protection and enhancement of the natural
environment and maintaining the quality of the destinations for travellers form both domestic
and international location (Weaver & Jin, 2016)
Economic commitment
Economic commitment of the sustainable tourism sector is to achieve economic sustenance in
tourism through which successful business can be utilizing the opportunities of sustainable

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elements in tourism. The commitment is outlined by two important goals for tourism
industries across New Zealand which includes an increase in the total annual revenue from
tourism business to 14 billion AUD by the year 2025 and supporting sustainable growth of
tourism businesses through quality improvement, innovation, investments and profitability
(Din, 2018).
Visitor commitment
The visitor commitment for sustainable tourisms industry of New Zeeland includes meeting
and well as exceeding the experience of the visitors as a vital approach to add value in the
tourism sector. The suitability practices committed on visit experience implies two important
goals at the industrial levels for tourism industries which includes meeting and surpassing
expectations of the visitors both domestic and international, in terms of their experience in
new Zealand and also focusing on the improvement of the visits experience as well as the
reduction of adverse experiences through an active engagement of the tourist businesses with
the visitors (Carr Ruhanen & Whitford 2016).
Host community commitment
The commitment towards sustenance of the host communities by the tourism industry of the
country is to welcome the communities that are supportive towards sustainable development
and promoting the use of social licensing to approve businesses to operate within the local
communities and therefore allow the communities to benefit from the tourism that operates in
the community. The commitment also helps in the develop of two important goals at the
industrial levels which includes fostering happiness along the local communities through
tourism and supporting their growth as well as development of tourism businesses as
responsible and desirable employers as well as leaders in the support and engagement of
community’s vibrancies (Ruhanen, Weiler, Moyle & McLennan, 2015).

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Environmental commitment
The environmental commitment of the industry is to achieve an environmentally sustainable
tourism by taking a lead role in the protection and enhancement of the environment on which
the success of the industry depends and therefore also promote benefit for the future
generations. The industrial goals are aimed to protect, restore and enhance the natural
environment and bio diversity of New Zealand and implies to important goals namely,
development of tourism businesses and a champion and key supporter on initiatives for
ecological restoration and the reduction and well as measurement and managing of the
environmental footprints of tourism businesses (Bramwell, Higham, Lane & Miller 2017).
-Critical evaluation of sustainability approaches
The sustainability approaches of the sustainable tourisms industry of New Zealand can be
critically analyzed by focusing on the four approaches that forms the key principles of
sustainable tourism industry which includes economic, visitor, host community and
environmental sustainability.
 The economic sustainability practice that focus on an increase in the tourism revenue
to 14billion by 2025 can support the utilization of sustainable approaches in tourism
and also help in investment on environmental protection activities such as
management of waste and create economic resources for local communities. The
focus on profitability, quality improvement, innovation and investment can also help
in economic sustenance of the tourism industry by improving the quality of
sustainable practices, usage of innovative methods and supporting investments as well
as maintain profit generation of the sector.
 The visitor sustainability focus for the industry in which the experience of the visitors
to be met and exceeded is an important goal that can allow a positive experience from

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the visitors and increase the visitors’ behavior for repeated visits thereby supporting
better visitor sustainability. By enhancing the positive experience as well as reducing
the negative experiences can also support better visitor sustainability through an
active engagement with the tourism businesses that can help the businesses to
understand the needs and expectation of the tourist and address them more efficiently
and effectively as well as appropriately.
 Host community sustainability approaches that has been aimed by the industry of
New Zealand tourism that focuses on the happiness of the local communities with the
tourism activities in a way that can support their growth can ensure that the local
communities are not adversely affected by the tourism and their considerations, views
and needs are kept in mind while operating in those communities. Development of
tourism businesses as responsible and desirable employers can imply an inherent
responsibilities for the businesses to ensure best practices while hiring from the local
communities. The goals of being leaders in the support and engagement of local
communities can further promote the position of tourism businesses towards the
protection of the host communities.
 Environmental sustainability focus of the industry in the country is based on the goals
of the tourisms businesses being the winners of ecological restoration initiatives
through which the tourism businesses can play in integral role to restore the ecology
and thereby improve the environment as an approach to promote tourism. Minimizing
the environmental footprint as well as effectively managing the measuring it can also
help tourisms businesses to ensure minimal impact of tourism activates on the
environment and provide a method to monitor and constantly evaluate the carbon
footprint and also support better reporting approaches.

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(Farmaki, Altinay Botterill & Hilke, 2015; Muresan, Oroian, Harun, Arion, Porutiu,
Chiciudean & Lile 2016)
-Integrating sustainability to business practices (2 benefits and 2 problems)
Integrating the sustainability practices with tourism businesses can have various impacts on
businesses. These impacts can be positive (benefits) or negative (problems) which are
outlined below:
 Improved brand image: the sustainable practices and approaches utilized by
businesses by integrating sustainability principles can improve the image of the brand
by attracting positive publicity and the perception of the organization as an ethical and
responsible organization. This can attract more investments as well as biter reviews
from visitors and thereby is an important benefit of the approach.
 Better utilization of resources: integration of sustainable practices can support better
utilization of resources by optimizing its resource use, supporting the usage of
sustainable resources, reducing wastage of resources, minimizing creating of waste
and also supporting reuse of waste as a resource. This can also promote better cost
affectivity for the business and therefore is another key benefit from the process.
 Increased expenditure: the sustainable practices can increase the expenditures of
tourism businesses quiet significantly due to the tall objectives of the tourism
businesses taking a leadership position and increasing its investments to protect the
environment and support local communities. This can involve significant investments
in technologies and new practices which can inlay training as well for tourism
employees and therefore is a key problem for tourism business.
 Organizational change: adopting and integrating sustainable frameworks can also
require a significant change in the operations and day to day activities within the

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businesses and thus implying the necessity of an organization wide change. This can
also create a resistance of change within the organization and disengagement among
the employees thereby becoming a problem for tourism businesses.
(Miller, Merrilees & Coghlan, 2015; Bramwell, 2015)
Sustainable practices of the organization
-Introduction
The sustainable practices of Rotorua Canopy Tours can be analyzed based on the 14 business
commitments that are outlined in the New Zealand tourism sustainability commitment which
involves four factors of sustainable tourism such as economic, visitor, host community and
environmental. The analysis would be done using these four approaches considering how the
business is able to address each of these four aspects of sustainability commitment.
-Economic commitment
Sustainable businesses
The company focuses on sustainable business as the aims and objectives of the business is to
promote its sustainability through the adoption of sustainable practices in tourism. The
company has a strong focus on business sustainability that supports the training and
development programs adopted in the organization that helps it employees to understand
sustainable practices in a better manner and adopt them in the professional practice.
Sustainable business commitment also results in the adoption of sustainable energy and
effective waste management approaches within the business through which it aims to mitigate
the adverse impacts of tourisms operations to local economies and ecosystems (Coccossis,
2017; Carr et al., 2016).

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Capital investment
The organization makes an investment of 1.3 million AUD towards sustainability practices
and its CSR activities that aim to protect the environment and support local community
development. The investment of the company shows its strong commitment towards
sustainable practices and to promote ethical responsibility of the business. The company also
significantly invested in the development of waste management units and recycling units in
various parts of New Zealand thereby helping in the management of waste and promoting its
reuse thereby mitigating the adverse effect of waste pollution on natural ecosystem (Cetin et
al., 2018).
-Visitor commitment
Product and market development
The business pays a strong focus in development of its products in terms of various services
and develops the sustainable tourisms market in the country thereby showing other tourism
businesses the importance of sustainable tourist practices thus developing leadership qualities
in the industry. The organization also aims to integrate its CSR activities with bigger
organizations to improve its brand image and collaboration with the other businesses and
thereby the industries as well improving overall tourism market. The company aims to
improve the flow of visitors as well as their experiences thereby promoting the growth and
market capitalization of the business (Lee & Hsieh, 2016; Ateljevic & Page, 2017).
Visitor engagement
The visitors are engagement within the business through the approach of incentivizing model
behavior idealized by responsiveness and sensitivity towards the environment and respect to
local communities where the tourism operations take place. This approach further allows the
businesses to only to meaningfully engage the outfits but also develop a respect mindful

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tourism among the visitors. The organization also promotes specialized tourism packages that
are aimed towards improving awareness and appreciation of nature and a diversity of local
communities that can improve the experience of nature enthusiasts as well as nature
researchers a social researchers (Hall, 2016).
-Host community Commitment
Sustainable employment
The business focuses on sustainable employment but promoting better engagement with the
employees and development of a positive working relation and a positive working culture
that attracts talented workforce and thereby sustaining its workforce through better retention
of skills. The business also aims to improve its sustainable employment practices by having
strong employee welfare policies that remotes the health and wellbeing of its employees and
supports the professional and personal development thereby facilitating employee loyalty.
These approaches therefore proton sustainable employment by ensuring sustainability within
the workforce (Gössling et al., 2016).
Community engagement
The company aims to engage the communities by sharing the profits made from the tourism
operations in the local communities, making the communities one of the benefactors of
tourism development in the region and promote happiness among the community members.
This additionally promotes their accessibility to necessary resources and improves their
quality of life. Additionally, the company also supports engagement of the local communities
by employing local community members in various job roles associated with the tourism
operations in various local communities and sectors across New Zealand. This approach not
only increases engagement of local communities but also helps in the development of their
socioeconomic conditions (Amir et al., 2015).

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-Environmental commitment
Waste management
The company has invested in efficient waste management approaches through which it
collects and segregates the waste from the tourism operations and from the local
communities, thereby not only helping the communities to manage their wastes but also
prevent the impact of waste generated from tourisms on the environment. The organization
additionally supports several waste recycling units and waste to energy conversion units in
New Zealand as an approach to help in the management of waste and its use as a resource or
energy source. The company aims to not only manage the waste, but also promotes on the
reduction in waste, by supporting better use of resources and reduces resource wastage.
Education
The business additionally conducts several workshops in the local communities that can
educate them on sustainable practice and thereby adopt them in their day to day lives. The
education is provided along with the support that enables the local communities to adopt such
practices and thereby help them to understand the importance of such practices towards
community development. Additionally, the company also promotes education of the tourist
on environmental sustainability and how to maintain a mindful tourism among the tourists.
The education therefore is aimed to empower as well as inform the people towards
sustainable practices.
(Torres-Delgado & Palomeque, 2018; Baird et al., 2018)
Conclusion

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Summary of four key element
The economic sustainability commitment of the industry includes an increase in tourism
revenues and focus on sustainable growth of tourisms businesses. The visitor sustainability
goals included improving the experience of the visitors and increase their engagement with
the business. The host community goals included increasing happiness and development of
the hot communities and leading their engagement and development. The environment
sustainable commitment incudes supporting restoration of the eco system and reducing
carbon footprints of tourisms businesses. These approaches help the business to use
sustainable practices in thaw business as well as create an environment and culture within the
organization that focuses on all the key components that an ensure business sustainability.
Evaluation
The approaches outlined by the New Zealand Sustainable Tourism Commitment and utilized
by Rotor Canopy Tours are supported by studies that suggest importance of focusing on the
economic, environmental, social as well as business factors in order to improve sustainability
within a business. Economic sustainability can support the continuity of a sustainable
business while host community sustainability can maintain the growth and development of
the local communities where tourism takes places. Visit sustainability can ensure continue
flow of visitors while environmental sustainability ensures that the environment remains in a
condition the supports tourism.
Recommendation
Based on the above study of sustainability approaches and objectives of the industry as well
as the business the following recommendations can be made as below:
 Increasing funding for the business by attracting investors and supporting crowd
funding activities. This can help to overcome the key problem in inadequate resources

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for sustainable practices. This can support both economic development for the
business as well as improve the flow of visitors within the sector and improve the host
communities by improving their accessibility to important resources necessary for
community development.
 Implementing strong change management approaches as well as agile management to
increase business sustainability. This can help to address the key problem of
managing change and adopting sustainable practices in the business. The change
management approaches and support the host communities through an increase focus
of businesses to act in a responsible manner. The change management can also
improve environmental sustainability in the business by supporting more environment
friendly and environmental sensitive approaches within business operations.
 Adopting integrated media communication approaches and strategies and a media mix
to utilize multiple media to reach out to the customer base and target market. The
approach can increase engagement with the target communities as well as support
better brand image. Through the integrated media communication approach better
interaction with the visitors well as better relation with the host communities to
maintain the business which can support development of better brand image and
support economic prosperity and sustainability for the company
 Using renewable resources to reduce environmental impact ss well as using
environmentally sensitive approach of waste management to ensure that the business
has minimal impact on the environment. Effective waste collection from different
pockets where the tourism operations is conducted by the company as well as
educating the local communities to adopt energy efficient and low waste practices
thereby promoting environmental sustainability within the communities as well.
(Lee & Hsieh, 2016)

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