Identifying ways of connecting Chinese audiences to the conservation-based values of Aotearoa/New Zealand : A dissertation submitted in partial fulfilment of the requirements for the Degree of Master at Lincoln University

Deepening tourists’ understanding of conservation-based values of Aotearoa/New Zealand can, on the one hand, enhance the environmental awareness of tourists and promote their environmentally responsible behaviour. On the other hand, it will have the opportunity to turn tourists into volunteers and address the high levels of human intervention required to protect conservation values in New Zealand's protected areas. This study sought to identify ways to help Chinese audiences with their understanding and acception of the conservation-based values of Aotearoa/New Zealand and encourage them to be involved in the conservation mission in New Zealand. The study investigated visitors and sites in the context of Aoraki/Mount Cook National Park. In-depth individual interviews with 25 participants were conducted in interviews. The visitors' answers were categorised, summarised, analysed and translated into English by topic. The field observations focused on the facilities that provide information for the visitors, including the content and methods of information on the site, tourists' use of that information, what information seems to be missing, as well as other aspects mentioned by the interviewees in the interview. Photographs were taken to supplement interviewees' answers or record current situations on-site. The results showed that the majority of Chinese tourists at present do not have a deep understanding of New Zealand's conservation-based values. Language was the most significant hindrance to tourists’ understanding. At present, Chinese tourists' English language proficiency affects their understanding of the place by affecting the choice of information sources and the extent of their understanding of this information, hence affecting their willingness to participate in conservation activities. In contrast to previous research, the interview results have indicated that place attachment has a limited effect in promoting of environmentally friendly behaviour among Chinese tourists, but it could be more applicable to new immigrants. Although few Chinese tourists currently participate in environmental volunteer activities, the study found that there is an interest in experiencing volunteer activities in New Zealand for most of the visitors in the interview