The road to recovery: Reimagining Kaikōura after a natural disaster
Fountain J, Cradock-Henry N. 2019. The road to recovery: reimagining Kaikoura after a natural disaste. In: Walters G, Mair J, editors. Reputation and image recovery for the tourism industry. Oxford (GB): Oxford Publishers Limited.
Abstract
Based on documentary analysis and interviews with key tourism stakeholders, this research critically analyses the process and stages of recovery for the Kaikōura tourism industry following the 2016 Kaikōura earthquake. Whilst clearly a traumatic event, with a number of ongoing negative impacts, indications are that a more resilient tourism region is emerging from the recovery response. Initial promotional efforts which focused on encouraging the domestic market from Canterbury to return to the town seems to have had considerable success, and efforts are underway to diversify the regional tourism product and market base. Tourism stakeholders report the shared experience of responding and adapting to seismic events within Canterbury has resulted in a much greater sense of camaraderie between districts, and recognition of the value of bringing a cooperative, regional approach to tourism recovery strategies.