Māori tourism geographies: Values, morals and shifting tourism terrains

Māori working in tourism negotiate moral terrains of their own world and those of visiting tourists, all of which are layered with colonial and capitalist values of Aotearoa New Zealand and beyond. We draw on research with Māori tourism providers in the North Island’s central, coastal and northern regions to address the question: How and in what ways do Māori working in tourism (re)construct their places and identities through practising Māori values in Aotearoa New Zealand’s tourism spaces? It is argued, using empirical material from interviews and par­ticipant sensing—a more-than-seeing form of participant observation—that diverse Māori values and practices shape tourism terrains and vice versa. The participants, who work with or for Māori tourism providers, practise and integrate Māori values into their lived geographies, and in doing so challenge dominant understandings of tourism, many of which are based on colonial and capitalist values. In this way, the participants reclaim and perform self-determination within Aotearoa New Zealand’s tourism spaces. This article focuses on two key themes. First, we look back at how past experiences of colonisation shape contemporary tourism. Second, we discuss the diverse and powerful ways Māori values reshape tourism geographies with a view to the potentialities of Māori tourism’s diverse economies.