Tourism Research with Nexus
Nexus focuses its tourism research in three main areas:
- Event strategies research
- Destination/experience marketing
- Tourism impact studies.
Events Strategies
Events of all kinds, from free concerts in public parks in the summer through to major sporting fixtures, are becoming recognised as important contributors to the quality of life in local areas. The celebration of diversity as well as their economic contribution to local businesses is an important part of community events.
Nexus was contracted by Tourism New Zealand to conduct a review of events strategies around the world and to prepare guidelines for local authorities in the preparation of tourism strategies. Nexus is keen to work with local authorities and event organisers in the preparation of tourism strategies.
Destination/Experience Marketing
Nexus researchers have been involved with a number of destination marketing campaigns, including Tourism New Zealand’s development of the 100% Pure NZ destination marketing campaign, Destination Taranaki’s campaign, and a number of other regional tourism organisations on related studies.
Our staff also have experience with design and management of the International Visitors Survey and the Domestic Travel Survey for the Ministry of Tourism, and the Visitor Experience Survey for Tourism New Zealand.
Nexus is currently working with a number of parties on the development of a syndicated domestic tourism monitor, which will help RTOs develop communication campaigns and monitor their effectiveness.
Tourism Impact Studies
Nexus’ approach to impact studies is far broader than solely economic impacts. It looks at identifying the impacts in terms of the development of the sport or artistic pursuit of the event, as well as the impact of the event on community development initiatives. These approaches are referred to as “legacy benefits” and Nexus can assist with maximising these effects.
Nexus has worked with the Eden Park Trust Board on economic impact studies for a range of events at Eden Park. These include both rugby and cricket and both domestic and international fixtures. Nexus has also worked with North Shore City Council on similar studies, covering yachting and rugby league at North Harbour Stadium.
