Filep, Sebastian and McDonnell, Ian (2005) The Spanish Youth Market to Australia: An Exploratory Study of Market Needs. Tourism Today, 5. pp. 110-125. ISSN 1450-0906

Abstract

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 play a 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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