THE PALASZCZUK GOVERNMENT S CONNECTING TO ASIA FORUM PRESENTER Dr Ying Wang - Senior Lecturer, Griffith Business School, Griffith University International Education Opportunities for Tourism
Connecting to Asia Forum August, 2016 International Education Opportunities for tourism Dr. Ying Wang and Dr. Sarah Gardiner Department of Tourism, Sport and Hotel Management, Griffith University
The international student market What do we know about Chinese and Indian students? Opportunities for tourism
The international student market A sizable market distinguishable from Domestic market Youth travel market, and Domestic student market (Gardiner, King, and Wilkins, 2013; Xiao, So, and Wang, 2015) Significant contribution to tourism An estimated expenditure of $12,000/p on tourism related activities in Australia (Weaver, 2004) Key future tourism markets for Australia
Who are they? Trade and Investment Queensland, Australia (2016)
Where do they study? Higher education (universities) Chinese: More spread across the sectors High Schools International Education Sectors English language (ELISCO) Indians: Primarily in the Higher Education and VET sectors Vocational Education & Training (VET)
The international student market Often hidden within the wider youth travel market and has received little dedicated research or market attention. Students from different countries are not all the same a very diverse group, requiring examination in a cross-country context.
Research Approach First and only large scale survey of international students in Australia (online survey) A sample of 4,633 international students studying in 39 Australian universities China - 1303 Indian subcontinent - 373 North America - 359 Europe - 327
General travel behaviours Very high likelihood to travel whilst studying in Australia 86% travelled 56% planned to travel during the forthcoming summer vacation Day excursion and short break trips Significant differences exist across nationalities 4-6 nights, 23.50% Typical Trip Duration A week or more, 14.60% Day excursion, 23.30% 1-3 nights, 38.60%
International Backpackers Longer term stays Stay in backpacker accommodation Travel by car and plane Travel with friends and partner
Travel behaviours - Chinese vs. Indians Day excursions and short trips less than 6 days Often stay in a hotel/motel May travel by car, plane, train or bus Travel with other Chinese students Day excursions and short trips less than 6 days May stay in a hotel/model, holiday apartment, or backpacker hostel Often travel by car Travel with other Indian students, other int l students, or friends and relatives
What about Indian students travel needs and behaviours? Little research on Indian students Highly interested in activities such as: visiting beaches viewing memorable sunsets visiting places that are different wildlife experiences soft adventure experience (water skiing, bungy jumping) and experience natural settings A combination of urban comfort with immediate access to nature Importance of family like visiting friends and relatives when travelling (Mazzarol and Soutar, 2002; Mohsin and Ryan, 2007)
Opportunities Where are they? Trade and Investment Queensland, Australia (2016) Key Universities: UQ, Griffith, QUT, James Cook, Bond
Opportunities Already in the country readily accessible market University organisational structures are complex and impenetrable, with procedural and structural obstacles impeding access to students (Gardiner et al., 2013). What to do then? Coordinated effort through national and regional tourism bodies Sponsoring major university events, e.g., graduation ceremony, open days Student guild, associations, student accommodation providers, On campus travel agent Chinese - Local Chinese travel agents, media, WeChat groups
Opportunities Tailoring experiences to different markets/cultures, for instance soft adventure packages designed for Chinese friendship groups, guide training / interpretation important (Kayaking Tour) Short break travellers during semester Local activities and day tours to regional areas around key cities Australian Kayaking Adventures, Gold Coast.
Graduation Tourism Tend to undertake graduation travel at the end of their study Australia Approximately 80 percent of Chinese, Indian and Korean students indicated that their parents would maybe or definitely attend their graduation (Davidson, Wilkins, King, Hobson, Craig-Smith, & Gardiner, 2010). A bigger potential market More than 90 percent of Chinese students indicated an interest in graduation travel, of which about 70 percent prefer overseas destinations, e.g., Hong Kong, Thailand, Japan, South Korea (Yan, 2 July, 2015, www.cyol.com).
Graduation Tourism We are members of a collective, we must do things together, have shared experience! Engaging in activities together helps strengthen feelings for one another. We are all graduating, this is an opportunities to have great fun! Very effective in strengthening bonds between classmates. We will have to work after graduation, no more long vacations, not many opportunities to travel.graduation season maybe my last long vacation. http://www.guokr.com Graduation is a way to commemorate four years of college life, a way to bid farewell to youth. At the same time, to us graduates who are leaving the ivory tower into the society, this is the last time to participate in a rare opportunity to relax before work (Yan, 2015)
Graduation Tourism Themed graduation packages» Friendship groups vs. family groups» Create a sense of ceremony» Emphasising group experience and bonding (e.g., group photos, team work)» Discount for small groups and immediate relatives
Thank You!