Comprehensive qualitative research involving focus groups and individual interviews to establish a baseline understanding of young peoples’ awareness of, and attitudes towards, careers in the tourism industry. Specific areas to be addressed included:
How young people learn about, and form opinions of, career options
How a tourism career is viewed in general
What specific perceptions young people have about a career in tourism
Findings will be used to inform the development of a package of initiatives to attract young New Zealanders to the industry.