100% PURE New Zealand: Branding for Back-packers

Abstract

Over ten million internet sites refer to ‘backpackers’. More than one million refer to backpacking in New Zealand. This research investigated the relationship between internet advertisements for eco-tourism backpacker accommodation in New Zealand, and the actual experience of green practices at those same hostels. This qualitative study is an ethnographic examination of hostel managers’ understanding and use of the 100% PURE NZ brand, and other messages indicating sustainability and environmental awareness. The goal of the fieldwork was to check how, or whether, brand promises on the internet corresponded with actual product deliveries. How seriously are New Zealand’s promotional promises based on environmental claims such as, ‘clean, green and 100% PURE’, taken by tourist hostel operators? Vacation marketing and destination branding play a significant role in informing New Zealand’s international image and reputation.