Asian Australian student travel preferences: An empirical study

Students represent a potentially viable segment of international travel. The changing demographics of international travel would indicate that students represent a growing proportion of international travelers. Recent estimates indicate that this segment constitutes 20 percent of all international travelers. Despite the substantial size and economic significance of the student segment of the international travel industry, little is known about the characteristics of this portion of the industry ‐ the patterns of behavior and motives of students travelling overseas ‐ or how they plan their travel. A review of the literature indicates that very few studies exist on international travel by students. This paper provides an insight into the discrete market of students. The sample comprised students from Australia Singapore, Malaysia, Indonesia, Thailand and Hong Kong. Students at a university in Perth, Australia were surveyed to determine their international travel experience during the past two years. The information requested included primary destination, length of stay, type of accommodation and purpose of visit. In addition, information was sought on the reasons for choosing destinations, and how they planned their trips. Other issues included the influence of various marketing elements on the, decision process, and funding related considerations. The research indicated preferences for various destinations based on a range of preselected criteria. In particular, the research focused on preferred travelling options, role of the family and funding related issues in terms of the various nationalities. Significant outcomes in terms of such preferences of travelling were noted. This research has shown a clear opportunity for the travel industry to better target this market.

Key words:

• Students
• international travel
• international destinations
• preferences