The Spanish youth market to Australia: an exploratory analysis of market needs

The College of Tourism and Hotel Management
Publication Type:
Journal Article
Tourism Today, 2005, 5 (autumn), pp. 110 - 125
Issue Date:
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This exploratory study established the market needs of a group of 18-30 year old leisure travellers from Spain and ascertained the perceived ability of the Australian tourist experience to satisfy their needs. The results of the study showed that the 18-30 year old travellers from Spain possess a strong need for cultural novelty and the following major secondary needs: a need for entertainment, a need for mental relaxation, a need for social interaction and a need to disconnect from a routine. The Australian tourist experience is perceived as relatively able to satisfy these needs when compared with other western English-speaking destinations. For these young leisure travellers, Australia's exotic appeal, its multiculturalism and the attractiveness of its unique fauna, flora, natural beauty, and climate playa large role in the satisfaction of their needs. It was concluded that Spain as a market has some unrealised potential for the Australian tourism industry.
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