Rugby is our national passion - but our culture is more important.
That's according to a national survey and locals who say Maori culture is more important to New Zealand's national identity than either sport or the economy.
A whopping 73 per cent of New Zealanders think culture is more important than sport, according to a Ministry for Culture and Heritage study.
In the 1990s, the then Ministry of Cultural Affairs commissioned research into the attitudes of New Zealanders to gain an understanding of the relevance of culture and cultural activities. In 2008, new questions were added relating to the perceived importance of the role of culture and cultural activities as factors in national identity.
Rotorua deputy mayor Trevor Maxwell said although it was great to see that people recognised the importance culture played in national identity, all three areas contributed to making New Zealand great.
"We have always known here in Rotorua the importance of our Maori culture. But we have also known that sport and the economy play an important part in making up our national identity. I have travelled all over the world and when you say you are from New Zealand they say the All Blacks and ask about the haka."
Mr Maxwell said the city was flourishing because Rotorua knew how to combine all three areas. "You only have to look at places like Mitai, Tamaki Village and Te Puia. They are successful because of our culture and they contribute to our economy. Then you look at how we have managed to get three Rugby World Cup matches here, that is because of our culture."
Magic netball coach Noeline Taurua agreed with Mr Maxwell.
"I think it's all intertwined. In New Zealand we have a rich history with our culture and we are a strong sporting nation. They equally play a part in our national identity."
Rotorua kaumatua Rawiri Te Whare said New Zealand's identity was constantly evolving and needed to include all cultures.
"I think our country has to establish an identity of its own and some of it should derive from the indigenous people but culture must keep constructively evolving so it remains relevant and observes the vision of the day."
Former Rotorua sportsman All Black captain Wayne 'Buck' Shelford said it was a diverse country and there were many cultures that now identified with New Zealand culture.
"Our culture is mixed and each one has its importance in our society. I think sports has played a part in our identity, but it is our culture that make us who we are."
Maori in Tourism Rotorua chairman Oscar Nathan said he agreed with the survey.
"I'm certain that culture defines us on a global stage, while we tend to adopt sports. We naturally gravitate to our culture. That is the fabric of what defines us."
* Street View, p6
What's more important: sport or culture?
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