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From Dubai to Australia
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Researchers from the Center for International Corporate Governance Research
at Victoria University (VU) in
Australia have been to
Dubai to lead focus
groups on the Zayed University (ZU) campus to try to get to the root of what
motivates nationals and expatriates to travel to Australia.
 The team members for this research project are Professor Anona Armstrong and
Professor Brian King of VU, and Dr. Ian Michael and Professor Badran A.
Badran of ZU's Colleges of Business Sciences and Communication and Media
Sciences. They are asking questions which relate to the level and profile of
tourism from the UAE to Australia, which government policies affect tourism,
the perceptions of Dubai tourism operators of the state of Victoria as a
destination, and if there are cultural barriers which need to be addressed
in marketing Victoria to potential tourists.
'The study is supported by Tourism Victoria to examine potential travellers'
perceptions of, and satisfaction with, Victorian tourist products and
services,' said Professor Armstrong. 'We are also trying to see what
differences there may be between cultural groups, and so we are meeting with
various groups, all of whom have traveled to Australia before: Zayed
University's female National students, expatriate faculty and staff and
travel agents.' To support this primary research, a content analysis will be
conducted of tourism topics and advertisements in Dubai media, especially
newspapers, which mention Australia in general and Victoria in particular.
The results of the focus groups will be used to develop a major in-depth
study of tourists' perceptions that will inform policies and strategic
marketing to the UAE. ZU's Dr. Ian Michael is working with the team as the
lead researcher in the UAE: 'After having conducted a series of focus
groups, we can say that most travelers had a high degree of satisfaction
with their experience in Australia, but that there are different
motivational factors behind what areas of the country people choose to
visit. We're hoping this study will help us to identify what gaps there
might be between what travelers are looking for and how Tourism Victoria
markets itself in a lucrative travel market the UAE.'
'Zayed University is always pleased to participate in and support
collaborative research at an international scale, particularly with
institutions as well-known for their research as Victoria University of
Technology,' said Dr. David McGlennon, Director of Research and Outreach for
Zayed University. 'The project is in the process of applying for an
Australian industry linkage research grant, and it is expected that funding
from other sources from within the UAE and Australia will follow to see the
project through to completion.'
Zayed University delivers innovative research to support the national
development of the United Arab Emirates. ZU faculty use their diverse
international research experience to address contemporary issues of the UAE
as the nation undergoes significant economic, social and cultural change.
The research emphasizes outcomes that will provide policy recommendations to
the decision-makers of the UAE. ZU conducts its research in collaboration
with national and international research partners, UAE government agencies
and international funding agencies. |
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http://www.ameinfo.com |
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