Factors Influencing Conference Delegates' Choice of Australia as a Destination

This report explores the factors that motivate conference delegates to choose Australia as a destination, including characteristics of conference delegates and factors influencing their desire to travel. It also highlights Australia's appeal as a destination choice for conference delegates.

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Tourist Experience

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Table of Contents
Introduction......................................................................................................................................3
Conference Delegates visiting Australia.........................................................................................3
Characteristics of Conference Delegates.....................................................................................3
Factors motivating their desire for travelling..............................................................................3
Australia as a Destination Choice................................................................................................7
Conclusions....................................................................................................................................10
References......................................................................................................................................11

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Introduction
The report focuses on understanding the factors that motivate the flow of tourists towards
specific tourism destinations while also aims at reflecting the characteristic features of a tourist
consumer group.
Conference Delegates visiting Australia
Characteristics of Conference Delegates
Factors motivating their desire for travelling
The tourist consumer groups identified as Conference Delegates are influenced by a range of
diverse factors for encouraging them to tour between different places. Tourists pertaining to this
category tend to look for a balance between the parameters of destination appeal and also the
content of the conferences before deciding on to venture in such regions. Potential category of
conference delegates focus on visiting the conferences for both meeting of their learning needs
and also to interact and develop network with other attendants in the conference program
(Mohammadi & Mohamed, 2011). Further, the matter or issue under discussion in the conference
program, the type of speakers and also the existence of peers in the conference program all tend
to motivate the chances of visits of the conference delegates to a specific conference (Epure &
Alvarez, 2016). The marketing of the tourism destination is carried out based on extending the
tour beyond the level of the conference wherein the conference delegates can focus on enjoying
and also touring historical and cultural places and also in tasting quality food and wine products
(Severt, Wang, Chen, & Breiter, 2007). The mixing of both destination attractions with the

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conference program is considered to be an optimal mix by significant number of conference
delegates (Tourism Australia , 2019).
(Tourism Australia , 2019)

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(Tourism Australia , 2019)
Conference Delegates also render increased importance to the conference website in that they
require the same to be visually appealing with also containing potential information associated to
the destination itself, quality of accommodation, availability of needed transport and also other
forms of attractions and events (Malek, 2016). Thus, conference venues reflecting other
attractions like shopping malls, dining venues and other sight-seeing facilities all tend to attract
potential attendees. Similarly, the generation of discounts, offers and other effective packages all
tend to attract the conference delegates (Tourism Australia , 2019).
The consumer decision making process regards to conference delegates booking of a specific
tourism destination is highlighted as follows.

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(Tourism Australia , 2019)

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Australia as a Destination Choice
The factors that influence the mindset of the conference delegates in choosing Australia as a
specific tourism destination are highlighted as follows.
Australia is viewed as an iconic tourism destination in terms of reflecting the right type of
weather conditions, food and beverage venues and other places of cultural and historic interests.
Conference Delegates thus focus on visiting the destination with their family members in that the
latter can enjoy touring the region. Australia ranks second to Europe in terms of generating
world-class food and also wine products to global consumers (Davidson, 2018). The mostly
demanded conferences held in Australia belong to the category of healthcare sciences in that the
region tends to reflect considerable amount of expertise in the healthcare sector. In a survey,
around 22 percent of the conference delegates ranked Australian conferences as 10 out of total
10 marks compared to 16 percent of the average population in the global context (Tourism
Australia, 2016). Australia seems potentially attractive by conference delegates owing to the
presence of clean cities and also owing to the availability of transportation and road
infrastructures (Tourism Australia, 2019). A comparison of Australia made with other global
tourism destinations based on relevant factors is rendered as follows.

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(Tourism Australia, 2019)

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(Tourism Australia, 2019)

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Conclusions
The report potentially highlights on the different types of factors that are evaluated by
Conference Delegates before deciding on to tour or visit such regions. It further reflects the
parameters that help in choosing Australia as an effective destination for Conference Delegates.

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References
Davidson, R. (2018). Business Events. New York : Routledge .
Epure, M., & Alvarez, M. D. (2016). Consumer behavior in travel and tourism. TOURISMOS ,
11 (4), 1-21.
Malek, A. (2016). An empirical study of conference attendees' post-participation behaviour.
TOURISMOS: An International Multidisciplinary Refereed Journal of , 11 (4), 133-157.
Mohammadi, A. M., & Mohamed, B. (2011). APPLYING CONSUMER BEHAVIOUR
THEORY AND GRAND MODELS TO ATTENDEES BEHAVIOUR IN COFERENCE
INDUSTRY. INTERNATIONAL CONFERENCE ON TOURISM & MANAGEMENT
STUDIES, (pp. 151-159). ALGARVE.
Severt, D., Wang, Y., Chen, P.-J., & Breiter, D. (2007). Examining the motivation, perceived
performance, and behavioral intentions of convention attendees: Evidence from a
regional conference. Tourism Management , 28, 399-408.
Tourism Australia . (2019). New Research on Association Conference Delegate Behavior .
Retrieved March 15, 2019, from
http://www.tourism.australia.com/content/dam/assets/document/1/6/w/u/n/2002127.pdf
Tourism Australia. (2016). Annual Report 2016-17. Sydney: 1-175.
Tourism Australia. (2019). New research to help the Australian business events sector reach its
Tourism 2020 potential. Retrieved March 15, 2019, from
http://www.tourism.australia.com/content/dam/assets/document/1/6/w/s/v/2002063.pdf

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