A Case Study of the ‘100% Pure New Zealand’ Tourism Campaign: What are the Impacts of the 100% Pure New Zealand Tourism Campaign in Shaping Visitors’ and Locals’ Perspectives?

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Title

A Case Study of the ‘100% Pure New Zealand’ Tourism Campaign: What are the Impacts of the 100% Pure New Zealand Tourism Campaign in Shaping Visitors’ and Locals’ Perspectives?

Content partner

Auckland University of Technology

Collection

Tuwhera

Description

The “100% Pure New Zealand” is an official campaign of New Zealand that has promoted New Zealand tourism to the world since 1999 (Tourism New Zealand, 2017b). As it is one of the most successful tourism campaigns around the world, I am inspired to explore the case study of this campaign thoroughly. New Zealand is known for its green and clean natural environment and the 100% pure campaign has been successful in promoting that image and brand to the world (Rudzitis & Bird, 2011). However, the ...

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Format

Research paper

Research format

Thesis

Thesis level

Masters

Date created

2019

Creator

Patil, Sneha

URL

https://openrepository.aut.ac.nz/handle/10292/12788

Related subjects

100% Pure New Zealand / Tourism New Zealand / Sustainable Tourism / UNWTO / New Zealand / Tourism Campaign

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