Planning and Developing Trails and Routes - Tourism and Trails: Cultural, Ecological and Management Issues - page 196

Case Study: Themed Urban Walking Heritage Trails in
New Zealand ( Continued )
on the route, Table 6.5 reveals a mixed response, but the majority benefit
either by being part of the organized walking tour or because their loca-
tion boosts general visitor-based business.
This comparative study revealed the benefits of formalized trail devel-
opment and maintenance, along with having a clear agency responsible for
trail planning, development and management. At the time of the research,
Dunedin was in the process of developing a marked trail. A decade on
there is no formal recognition of a marked trail similar to the one in Napier.
This is perhaps an acceptance by the council that visitors to Dunedin do
not come for the city's built heritage, but rather they use Dunedin as a
gateway to the ecotourism opportunities of the Otago Peninsula.
The reality of place marketing and branding of places as offering a
certain experience necessitates creativity on the part of promoters of
tourism in cities. The development of walking trails in urban areas,
especially themed ones as demonstrated in this case study, caters to an
attentive audience if only for a few hours, displaying the assets of historic
city centers. Urban trails with strong architectural themes are one means
of showcasing and linking attractions, thereby creating an enhanced
experience for visitors and economic benefits for the local community.

Table 6.5 Business responses to association with the Art Deco Trail, Napier

Scenario Percentage response

Visitors choose to come into the building, but it is not
part of the organized walking tour

55.2

Visitors come into the building as it is part of the
organized tour

21.7

Business is connected to the Art Deco label, but it is
not part of the walking tour

8.7

Business is not connected with the Art Deco label or
the walking trail and receives few visitors

17.4

Source: Boyd and Tham (2004).

Trail Design

The design and physical development of trails is extremely important in
providing safe and secure environments for tourists and recreationists, access
for people with or without physical disabilities, protection of natural and