MANAAKITANGA: AN INTERPRETATION IN RELATION TO TOURISM DEVELOPMENT

The following interpretation of the concept of manaakitanga in relation to tourism development was developed in 1997 by Janelle Vala – Marketing Coordinator, Rotorua Education Network. http://www.rotoruanz.com/home.asp

Hamish Mcmillan, HOD Geography and Social Studies at St Kentigern College, has used the explanation of the concept to create a Y13 activity. Hamish passed it on to the Board of Geography Teachers (NZ BOGT) for the benefit of the wider community of geography teachers.

Achievement Standard Number 90702

Title Analyse a cultural process


The Examination Specification for 2006 states that, “Candidates will be required to demonstrate an understanding of the Maori concept of Manaakitanga.”

Manaakitanga as explained by the ‘Maori in Tourism Portfolio Group’ Chairperson in 1997 when the ‘feel the spirit’ Tourism Rotorua brand was developed:

“Manaakitanga is an all encompassing phrase. Manaakitanga is a very powerful way of expressing how our community has cared for one another, how Maori and European cultures work together, how we care for our 3 million visitors a year. Manaakitanga is a feeling, it implies a responsibility upon a host and an invitation to a visitor to experience the very best we have to offer”.

Branding background and Manaakitanga as explained by the joint industry/council board 1997 when the ‘feel the spirit’ brand was developed’:

In developing Rotorua’s new identity, a true and significant Maori dimension was considered fundamental. We required a strapline which would embody the bi-cultural essence of Rotorua. A literal translation of ‘feel the spirit’ would have been easy, but would have added nothing of value to the brand. Manaakitanga is a feeling, an invitation, and a responsibility. It implies guardianship – of the land (whenua) treasures (taaonga) visitors (manuhiri) and people (tangata). When Manuhuri (visitors) tread their first footprint upon new land, manaakitanga begins. The invitation is issued. A responsibility is placed upon the Tangata Whenua (people of the land). Manaakitanga seeks common ground upon which an affinity and sense of sharing and respect can grow. It is a deep-rooted concept in Maori culture. Together, Te Arawa Maori and European were among the first to host visitors to New Zealand. Over the years this has developed into an unmistakable and unique kinship between the two cultures, a spirit of respect and unity which is embodied in Manaakitanga.

Key points:

Manaakitanga is:

· a feeling of community care for one another
· how Maori and European cultures work together
· how 3 million visitors a year are cared for
· an invitation to a visitor to experience the very best the destination has to offer

Manaakitanga implies the host has a responsibility to provide guardianship:

· of the land (Whenua)
· of treasures (Taaonga)
· of visitors (Manuhiri)
· of people (Tangata)

Manaakitanga is a deep rooted concept that seeks:

· a common ground upon which an affinity and sense of sharing and respect can grow
· to developed the unique kinship between the two cultures, a spirit of respect and unity that is embodied in the concept

Task:

Demonstrate your understanding of the concept Manaakitanga by briefly explaining the way the concept relates to the cultural process you have studied this year.