Tourist Market in Australia

MARKETING CONSUMER BEHAVIOR 1
MARKETING CONSUMER BEHAVIOR
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Subject: Marketing
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MARKETING CONSUMER BEHAVIOR 2
Table of Contents
Table of Contents...........................................................................................................................2
Tourist Market in Australia.............................................................................................................2
Introduction....................................................................................................................................2
Task 1..............................................................................................................................................3
Chinese Outbound Tourist Market..........................................................................................3
Task 2..............................................................................................................................................4
Chinese Inbound Tourist Market.............................................................................................4
Task 3..............................................................................................................................................5
Group and Interpersonal Influences........................................................................................5
Social Media Influences...........................................................................................................5
Word of Mouth (WOM) Influence...........................................................................................6
Task 4..............................................................................................................................................6
Situational Factors Influencing Consumer Decisions.............................................................6
Antecedent Conditions.............................................................................................................6
Time aspects and Unplanned Behavior....................................................................................7
Task 5..............................................................................................................................................7
Decision Making by Independent Travelers............................................................................7
Conclusion......................................................................................................................................8
References.......................................................................................................................................9

MARKETING CONSUMER BEHAVIOR 3
Tourist Market in Australia
Introduction
In Australia, tourism is an important sector of the economy, contributing largely to the
country’s Gross Domestic Product (GDP) and creating job opportunities for several people
(Corrie, Stoeckl and Chaiechi, 2013). Popular tourist sites in Australia include the coastal cities
of Brisbane, Sydney as well as Melbourne. Other destinations that are regarded as elegant
include the Gold Coast, Tasmania wilderness, regional Queensland, the Australian outback,
Uluru and the largest reef in the world, the Great Barrier Reef. Types of tourism in the country
entail backpackers, international and domestic tourists who may be traveling in a group or
independently. Although domestic tourism plays a vital role in the industry, attracting tourists
from outside the country is a major task that needs to be exploited. Different consumers have
varied interests, behaviors, and characteristics and are seeking diverse experiences. It is therefore
crucial for the tourism marketing experts to understand these dissimilarities for the growth and
development of the industry. The major markets for Tourism Australia are the Americas, South
Korea, China, South East, and South Asia, Japan, New Zealand, and Europe (Pham, Nghiem, and
Dwyer, 2017). This report discusses international tourism particularly for travelers from China. It
highlights the outbound and inbound tourist market for Chinese people traveling to Australia. It
also outlines the consumer patterns and tourist decision making bring to light the different
aspects that affect the travel decisions made by Chinese tourists planning a holiday in Australia.
Task 1
Chinese Outbound Tourist Market
With the increased growth of China’s economy and rising income levels, consumption of
international and domestic products and services has amplified. The country has become one of
the most rapidly growing outbound tourism markets, as travel has become a major indicator of
the people’s quality of life. Currently, it is the norm for Chinese citizens to travel to other
countries such as Europe, New Zealand, Australia and North America (Pham, Nghiem, and
Dwyer, 2017). However, the most popular destinations for Chinese tourists are Taiwan, Macao,

MARKETING CONSUMER BEHAVIOR 4
and Hong Kong as well as other countries in Asia. In 2017, for instance, only 20% of Chinese
tourists traveled to Australia or New Zealand, 25% to North America, 38% to Europe, 51 percent
to Macao, Hong Kong or Taiwan and 67% to other Asian nations (NH, 2017). The huge number
of tourists visiting other Asian countries is attributed to factors such as the convenience of
transportation, more favorable prices and simpler procedures for visa acquisition (NH, 2017).
The Asian countries mostly visited by these tourists are South Korea, Japan, Thailand,
Singapore, Maldives, and Malaysia. With the advancement of travel routes in Europe, more
Chinese tourists are visiting the countries in the continent with Germany, the United Kingdom,
and France topping the list.
There are vast differences between Non-Chinese and Chinese tourists. For example, a
large number of non-Chinese tourists choose to travel independently while Chinese tourists
choose different forms depending on the region they are visiting. Most tourists from China travel
independently when visiting other countries in Asia such as Taiwan (56%) and Japan (65%).
Another difference is that Chinese tourists pay more attention to the experience as compared to
the price when making travel decisions. They prioritize aspects such as the friendliness visitors
receive in that country (35%), facets of the local environment such as safety (47%), easiness of
visa procedures (45%) and the uniqueness and beauty of tourist attractions topping the list at 56
percent (NH, 2017). On the contrary, affordability is the second most important factor put into
account by non-Chinese travelers after the beauty of the country’s tourist attractions. Also,
Chinese tourists essentially prefer visiting natural scenic features such as museums and historical
landmarks. Most Chinese tourists travel for leisure shopping and food. In addition, 97 percent of
Chinese travelers use smart communication gadgets while in their journey which enhances their
navigation and socialization. Some of these travelers rent local SIM cards and mobile phones
while others purchase the required devices for convenience. A larger percentage use roaming for
mobile phones or secure data plan packages at discounts while the younger ones who like to try
out new things rent global Wi-Fi (Shi, 2015).
Task 2
Chinese Inbound Tourist Market
As a result of the growth in its economy, China has become an imperative inbound
market for Australia, playing an increasingly significant role in boosting the nation’s tourism