understanding dispersal of asian visitors to australiadispersal classes • three classes: • high...
TRANSCRIPT
STRATEGIC
INFORMATION
CONSULTANTS
Dr John Henstridge
Donna Hill
Dr Kathy Haskard
Dr Alethea Rea
Carmel McGinley
Understanding Dispersal of
Asian Visitors to Australia
STRATEGIC
INFORMATION
CONSULTANTS
Motivation
• 16.5 million tourists visited Australia from Asian
countries of residence (2005-2012)
• Tourism Research Australia’s International Visitor
Survey has collected information from 140,000
Asian visitors over the period of investigation
• Where do these visitors go?
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STRATEGIC
INFORMATION
CONSULTANTS
International Visitors Survey Data
• International Visitors Survey
• Uses sophisticated sampling
• Uses computer-assisted personal interviewing methods
• Collects information on activities, itineraries and expenditure
• Data Structure
• Itinerary information is stored by stop
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STRATEGIC
INFORMATION
CONSULTANTS
Tourism Regions
• Data Analysis Australia categorised Tourism Regions
into the following three groups
• Major Tourism Regions
• Other Capital Regions
• Regional Regions
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STRATEGIC
INFORMATION
CONSULTANTS
Principal Components AnalysisVariable
Multi
Place
Other
Capital Regional Duration
Entry and exit are the same -
Stopover in major tourism regions + - -
# of different states +
# of different regions +
# of stays +
Stopover in other capital cities +
# of nights in other capital cities +
# of stays in other capital cities +
Prop. of nights in other capital cities +
Stopover in other regional regions +
# of nights in other regional region +
# of stays in other regional regions +
Prop. of nights in other regionals regions +
Total number of nights +
Average number of nights per region +
Average number of nights per stay +
STRATEGIC
INFORMATION
CONSULTANTS
Dispersal Classes
• Three classes:
• High dispersal: High score with respect to at least two of multiple places, visiting Other Capital Cities or visiting Regional Australia (16% of visits)
• Medium dispersal: High score with respect to visiting multiple places and a low score with respect to visiting Other Capital Cities and Regional Australia (22% of visits)
• Low dispersal: Low score with respect to visiting multiple places, visiting Other Capital Cities, and visiting Regional Australia (62% of visits)
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STRATEGIC
INFORMATION
CONSULTANTS
Where do the Visitors come from?
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Low DispersalMedium DispersalHigh Dispersal
Japan China Singapore South Korea Malaysia Hong Kong India Indonesia Other Asian
Vis
itors
(mill
ions
)
0.0
0.5
1.0
1.5
2.0
Low DispersalMedium DispersalHigh Dispersal
STRATEGIC
INFORMATION
CONSULTANTS
Where do they go?High Dispersal Transitions
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STRATEGIC
INFORMATION
CONSULTANTS
Where do they go?High Dispersal Transitions
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STRATEGIC
INFORMATION
CONSULTANTS
Where do they go?Medium Dispersal Transitions
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STRATEGIC
INFORMATION
CONSULTANTS
Where do they go?Medium Dispersal Transitions
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STRATEGIC
INFORMATION
CONSULTANTS
Where do they stay?
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STRATEGIC
INFORMATION
CONSULTANTS
Where do they stay?
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STRATEGIC
INFORMATION
CONSULTANTS
How long do they stay?
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High
Length of Visit
Vis
itors
(m
illion
s)
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
Medium
Length of Visit
Vis
itors
(m
illion
s)
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
Low
Length of Visit
Vis
itors
(m
illion
s)
0.0
0.2
0.4
0.6
0.8
1.0
1.2
1.4
0 nights1-7 nights2-4 w eeks2-3 months2-4 quarters
STRATEGIC
INFORMATION
CONSULTANTS
Summary
• A focus on stays led to defining three dispersal classes
• While many tourists from Asian countries of residence only visit major tourism regions, some have highly dispersed itineraries
• Maps and cartograms are useful for visualising dispersal
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STRATEGIC
INFORMATION
CONSULTANTS
Acknowledgements
• Tourism Research Australia
• Co-authors
• Dr John Henstridge
• Donna Hill
• Dr Kathy Haskard
• Carmel McGinley
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