The website was set

ineraries and travel packages to suit their own needs and interests. On the website

visitors can search for activities not solely by geographical location, but also by the

particular nature of the activity. This is important as research shows that activities are the

key driver of visitor satisfaction, contributing 74% to visitor satisfaction, while transport

and accommodation account for the remaining 26%. The more activities that visitors

undertake, the more satisfied they will be. It has also been found that visitors enjoy

cultural activities most when they are interactive, such as visiting a marae(meeting

ground) to learn about traditional Maori life. Many long-haul travellers enjoy such

learning experiences, which provide them with stories to take home to their friends and

family. In addition, it appears that visitors to New Zealand dont want to be one of the

crowd'and find activities that involve only a few people more special and meaningful

It could be argued that New Zealand is not a typical destination. New Zealand is a small

country with a visitor economy composed mainly of small businesses. It is generally

perceived as a safe English-speaking country with a reliable transport infrastructure

Because of the long-haul flight, most visitors stay for longer(average 20 days)and want

to see as much of the country as possible on what is often seen as a once-in-a-lifetime

visit. However, the underlying lessons apply anywhere-the effectiveness of a strong

brand, a strategy based on unique experiences and a comprehensive and user-friendly

website