Maori Indigenous values and tourism business sustainability

This paper explores the integration and impact of Indigenous cultural values on social, environmental and economic sustainability practices in New Zealand Maori tourism businesses. Utilising a Kaupapa Maori (Maori philosophy) paradigm, 12 respondents from 8 Maori tourism businesses were interviewed. Findings highlight the conscious implementation of indigenous cultural values through consultation processes and their extensive impact on staff, stakeholders, wider community and natural environment through sustainable relationships based on hospitality, unity, belonging and self-determination, in line with the diverse economies framework. We argue that current shifts towards sustainable business practice in tourism reduces the perceived gap between indigenous and Western business approaches.