A cultural framework for Maori tourism: values and processes of a Whanau tourism business development

The tourism industry has the potential to provide sustainable employment and empowerment for Maori. Whilst previous tourism research has identified the need for Maori control, ownership and authenticity in this regard, few studies have engaged an Indigenist paradigm to understand how this may be achieved. There remains an important need to consider how Maori values and principles can facilitate Kaupapa-driven Maori tourism business. Using a Kaupapa Maori methodology, a series of Hui examined a Whanau (Maori family) tourism business development targeting the cruise industry. The research fills an important gap in knowledge as the Whanau unit is argued to be the core of socio-economic development for Maori. The cultural analysis was completed through the process of Whakapapa (genealogical connectedness) and Whanaungatanga (cultural relationships) to analyse data from a Maori worldview, and the findings revealed a cultural framework: Te Poutama Tapoi Maori (the Poutama lattice of Maori tourism). The cultural framework demonstrates cultural levels of significance for the Whanau and offers an informed decision-making pathway for other Whanau. Using the framework, Whanau can consider cultural processes, practices, protocols, values and traditions in order to guide their authentic Maori tourism business development in a way that is by Maori about Maori.