Korean inbound tourism to Australia — A study of supply-side deficiencies

Abstract

This paper discusses the need for supply-side analysis of inbound tourism and argues that reliance on demand-side only projections of market trends is insufficient. The paper discusses the results of a survey of 351 Korean visitors returning from Group Inclusive package holidays to Australia.

Visitor characteristics and their reaction to their experiences in Australia were gathered and are assessed. Findings of the survey are analysed from the perspective of identifying and classifying visitor responses to the Australian tourism industry’s supply of visitor goods and services. Deficiencies such as language, transport deficiencies, itinerary construction and shopping are identified and discussed, and possible remedial measures highlighted. Findings indicate that these issues will need to be addressed if Australia’s expectations of continued large annual increases in Korean inbound tourism is to be maintained over the next decade.