CONSUMER PROFILE SOUTH KOREA - Australia · Traveller Profile Motivations for travel ... with a...

TripAdvisor FactsSouth Korea does not comprise the top twenty international markets viewing Australia on TripAdvisor, with Australia representing a relatively small percentage of all the international destinations they are searching.

Traveller Profile

Motivations for travel

South Korean travellers choose a destination based on good food and wine, friendly and open citizens and world-class nature. A destination must also satisfy the rational factors of safety and security and value for money.

Where are they going?

The most-visited destination for South Korean travellers is the USA, followed by the Philippines, Thailand and Vietnam. Australia is 11th on the list in terms of trips taken in 2016, following Croatia and the Czech Republic.

Where do they want to go?

Australia makes it to the top of the consideration set for South Korean travellers, in terms of both aspiration and intention to visit. Thirteen per cent of South Korean consumers intend to travel to Australia in the next two years.

Who do they travel with?

Over one-third of South Korean consumers travel as a couple.

Traveller Behaviour

How do they prefer to travel?

> Trip length is shorter than the average of international travellers, at six nights featuring an average of three destinations.

> Preferred styles of travel include resort and beach holidays.

> Under 40 per cent of trips are tour groups, with a shift towards semi-independent and fully-independent travel in recent years.

When do they travel?

August, December and January are the peak travel months for South Korean consumers, with a short lead time typically falling under one month.

For travel to Australia, specifically, July-August and November-March, are the peak travel periods for South Korean travellers.

How do they plan to travel?

For early planning and inspiration, South Korean travellers are using a combination of online and offline sources, including reading travel and guide books, searching the internet and contacting online travel agents.

How do they book travel?

When it comes to booking, the majority are doing so via a travel agent, either via telephone, in person or online.

Perceptions of AustraliaSouth Korean travellers have limited perceptions of Australia’s destination offering beyond nature-based experiences.

For South Korean travellers, emotional importance factors are very important when choosing a holiday destination. World-class nature is the most important factor overall, and with the highest association of any long-haul destination, Australia is well-placed to deliver.

CONSUMER PROFILE SOUTH KOREA

SUMMARY

Traveller Snapshot 2017 Sources: 1. Tourism Australia, Consumer Demand Project, 2016. 2. Tourism Research Australia, International Visitor Survey, December 2016. 3. TripAdvisor,

Internal Data, December 2016.

Consumer Profile South Korea 2017

The information in this factsheet comes from Tourism Australia’s (TA) international consumer research study ‘The Consumer Demand Project’ (CDP). The CDP was set up in 2012 to look into how global consumers view Australia and what most motivates them to visit.

Insights from the CDP have been used extensively to inform and support development of TA’s strategic direction, campaign development as well as to inform the tourism industry of potential opportunities to build the value of Australian tourism. The research is used to help shape the future marketing of Australia and identify opportunities to make the country’s tourism offering more attractive to overseas visitors.

Most important factors when selecting a holiday destination

Market OverviewIn 2016, South Korea was Australia’s eighth largest market for visitor arrivals, sixth largest market for total visitor spend and visitor nights.

Notes: *Average nights: the sum of all nights divided by the sum of all visitors. **Median nights: represents the midpoint length of stay for which 50% of visitors stay less and 50% stay longer, removing the impact of very long stay visitors. ◊ Data refers to an average of 2012-2016. § Refers to share of arrivals of respective purpose. ‡ Other includes education, employment and others. Sources: 1. Department of Immigration and Border Protection, December 2016. 2. Tourism Research Australia, International Visitor Survey, December 2016.

16%

Visiting friends & relatives◊§

60%Holiday◊§

8%Business◊§

16%Other◊§‡

284,600Visitor arrivals1 (á 24 per cent)

$1.6bnTotal spend2 (á 17 per cent)

Read as: 56% of respondents rate ‘world class nature’ among the top five most important factors when choosing a holiday destination.

56%

51%

48%

43%

33%

33%

22%

19%

15%

12%

Worldclassnature

Safetyandsecurity

Valueformoney

Goodfoodandwine

Richhistory andheritage

Aquaticandcoastal

Cleancities, goodroad infrastructure

Familyfriendly

Qualityaccommodation

Friendlyandopencitizens

Median nights stayed◊

**2

Average nights stayed◊

*2

57nights

7nights

SOUTH KOREAN TRAVELLER PROFILE


AUSTRALIA’S POSITION AND OPPORTUNITY

Purchase funnel

Aspiration

Which of the following destinations

are you considering travelling to

in the next 4 years?

Awareness of holiday experiences

How aware would you say you are

of the holiday experiences on offer

in the following destinations?

Intention

Which of the following destinations

are you actively planning to visit for

a holiday in the next 2 years?

Visitation

Millions of trips in 20161

Read as: 30% of South Korean consumers are considering travel to Australia in the next 4 years, while 13% are intending to visit in the next 2 years. Australia is ranked #11 for visitation against other out-of-region (OOR) destinations for South Korean travellers.

Notes: *Hawaii is included in US for visitation figures as cannot be separated. Sources: 1. Tourism Economics, YE2016.

Opportunity matrix

The opportunity matrix is a comprehensive way to showcase the opportunity for Australian tourism through identifying the key thematic appeals and experience categories.

Among the South Korean market, Australia performs strongest with respect to natural beauty and aquatic and coastal experiences. Both types of experiences have a strong level of appeal and association with Australia (higher and to the right), while natural beauty experiences are considered more important (larger bubble). Food and wine experiences are also important among this market, but generate lower levels of association with Australia.

Notes: *Out-of-region travellers refers to consumers travelling outside their region of residence.

HistoryandCulture

City

AquaticandCoastal

FoodandWine

SportandAdventure

Natural Beauty

Wildlife

Sizeofbubble=Importancefor

destinationchoice

Read as: Food and wine experiences are important among the South Korean market, and while there is a moderate level of tested appeal for Australia’s food and wine experiences, the unprompted association with these types of experiences is weaker than average.

Experience appeal% out-of-region travellers* who find experience appealing

15

20

25

30

35

40

45

50

55

60

65

75

70

18 20 22 24 26 28 30 3432 36

Asso

ciati

on w

ith A

ustr

alia

% o

f out

-of-r

egio

n tr

avel

lers

*

High Association with Australia Low Experience Appeal

High Association with AustraliaHigh Experience Appeal

Low Association with AustraliaHigh Experience Appeal

Low Association with AustraliaLow Experience Appeal

30%

27%

25%

24%

23%

22%

21%

20%

20%

20%

AustraliaHawaiiFranceItalyUSA

SwitzerlandGermany

SpainGreece

EasternEurope

62%

57%

56%

55%

55%

52%

50%

48%

48%

47%

HawaiiFranceItalyUSA

GuamAustralia

SwitzerlandGermanyThailand

UK

13%

12%

11%

11%

11%

10%

10%

9%

9%

9%

AustraliaHawaiiFrance

USAGuamItaly

ThailandEasternEurope

GermanySwitzerland 11th

2.01.51.5

0.90.50.50.50.40.40.30.3

USAPhilippinesThailandVietnam

IndonesiaSingaporeMalaysiaCambodia

CroatiaCzech Republic

Australia

NATURE AND WILDLIFE


How does Australia rate?

Respondents were asked to indicate which destinations they associated with the following factors. Each respondent was provided with a list in excess of 50 international destinations.

World class nature

Respondents who have not visited Australia Respondents who have visited Australia

Read as: 52% of respondents who have not visited Australia associate Australia with ‘world class nature.’ This figure rises to 70% among those who have visited.

Unique and interesting wildlife

Total respondents

Read as: 38% of total respondents associate Australia with ‘unique and interesting wildlife.’

Elements of ‘world class nature’ Most important types of ‘world class nature’

Read as: 29% of respondents said that ‘remarkable scenery to soak up’ is a key element of ‘world class nature’.

Read as: 29% of respondents said ‘historical/cultural/religious sites’ are an important type of ‘world class nature’.

29%

18%

18%

16%

Remarkablescenerytosoakup

Historical/religious/culturalsites

Escapetosecluded relaxingareas

WorldHeritagestatusareas

29%

22%

19%

17%

8%

3%

Historical/cultural/religious

Naturalremotecoastalareas

Tropicalislandsandbeaches

Developedcoastal

Wilderness/mountain/rainforest areas

Wideopeninland/outback/desertareas

54%52%50%

46%40%38%38%37%36%34%

HawaiiAustralia

SwitzerlandMaldives

NewZealandItaly

CaribbeanGreeceCanada

Scandinavia

70%59%59%

52%45%43%41%41%40%40%

AustraliaNewZealandSwitzerland

HawaiiCanada

CaribbeanGreece

USAMaldives

Italy

38%37%36%33%29%

23%21%20%

15%15%

AustraliaHawaii

CaribbeanMaldives

NewZealandGuamFiji

IndonesiaOtherSouthPacific

Scandinavia

FOOD AND WINE




Good food and wine


Read as: 25% of respondents who have not visited Australia associate Australia with ‘good food and wine.’ This figure rises to 38% among those who have visited.

Current associations with Australian food and wine

Read as: 48% of respondents associate Australian food and wine with ‘fresh food in pristine environments’.

Elements of ‘good food and wine’ Important types of ‘good food and wine’

Read as: 34% of respondents said ‘fresh local produce’ is a key element of ‘good food and wine.’

Read as: 33% of respondents said ‘fresh seafood’ is an important type of ‘good food and wine’.

34%

25%

24%

9%

6%

2%

Freshlocalproduce

Anationalstyleofcooking

Interestingstreet-food

Aheritageoffoodandwineculture

Awardwinningrestaurants

Vineyards/winery

33%

28%

20%

12%

3%

1%

Freshseafood

Arangeofmulticulturalfoodoptions

Highgrademeatandlivestock

Naturalfruitandvegetables

Renowned cheeseanddairy

Awardwinningwineries

48%41%41%

30%29%

27%25%

20%17%16%

FreshfoodinpristineenvironmentsHighgrademeatandlivestock

SteakhousesFreshseafood

SpectacularoutdoordiningBackyardBBQs

Fishandchipson thebeachAheritageoffoodandwineculture

FoodandwineeventsandlocalfestivalsStunningfoodandwinetrails

54%52%

28%25%25%24%22%21%

17%16%

FranceItaly

HawaiiAustralia

SpainThailandGermany

USAGreece

Singapore

66%63%

38%38%

34%34%

27%26%

22%22%

FranceItaly

AustraliaSpain

HawaiiUSA

ThailandGermanyCanada

Switzerland

AQUATIC AND COASTAL




Aquatic and coastal


Read as: 36% of respondents who have not visited Australia associate Australia with ‘aquatic and coastal’ experiences. This figure rises to 44% among those who have visited.

Remote coastal, beach and aquatic locations Aquatic wildlife

Respondents who have not visited Australia

Respondents who have visited Australia



Read as: 42% of respondents that have visited Australia associate Australia with ‘remote coastal, beach and aquatic locations’.

Read as: 47% of respondents that have visited Australia associate Australia with ‘aquatic wildlife’.

Developed coastal and beach locations Tropical islands and locations





Read as: 49% of respondents that have visited Australia associate Australia with ‘developed coastal and beach locations’.

Read as: 18% of respondents that have visited Australia associate Australia with ‘tropical islands and locations’.

44%42%

39%36%

29%24%

19%19%19%18%

AustraliaHawaii

CaribbeanNewZealand

MaldivesIndonesia

GuamGreece

ItalyUSA

25%24%23%19%15%14%11%10%10%9%

MaldivesAustraliaHawaii

IndonesiaNewZealand

FijiItaly

GreeceMalaysia

Philippines

42%26%26%22%21%16%15%14%13%13%

AustraliaMaldivesHawaii

NewZealandIndonesia

FijiPhilippines

CanadaUSA

Scandinavia

32%18%16%14%10%9%9%9%8%7%

AustraliaHawaii

MaldivesNewZealand

OtherSPacificIndonesia

FijiSouthAfrica

KenyaCanada

47%22%22%

15%14%14%14%13%13%12%

AustraliaHawaii

NewZealandPhilippines

CanadaIndonesiaMaldives

BrazilFiji

SouthAfrica

31%27%

15%14%13%13%13%12%12%11%

HawaiiAustraliaGreece

ItalyMaldivesIndonesia

NewZealandUSA

FranceFiji

49%33%

22%22%20%19%18%16%16%13%

AustraliaHawaii

NewZealandFranceGreece

USAItalyBrazil

CanadaSingapore

31%29%28%

22%12%12%10%9%9%7%

HawaiiMaldives

FijiIndonesia

OtherSPacificPhilippinesAustraliaMalaysia

NZThailand

31%30%27%25%

18%16%14%10%10%10%

FijiHawaii

MaldivesIndonesiaAustralia

OtherSPacificPhilippines

NewZealandVietnamMauritius

36%36%35%34%

28%24%22%

19%16%16%

HawaiiAustraliaCaribbeanMaldives

NewZealandGuamFiji

IndonesiaScandinavia

OtherSPacific

ATTRACTIONS AND EVENTS


20% 43% 37%

No Unsure Yes

Attractions and events play a valuable role in attracting visitors to Australia in addition to encouraging visitors to disperse throughout the country and extend their stay.

Top 10 Australian attractions

Read as: 59% of respondents indicate ‘Australian beaches’ as an appealing Australian attraction.

Leisure events

Respondents were asked to what extent they agreed with the following statement: When travelling internationally I always look to time my trip and places visited with an event or festival of interest.

Read as: 37% of respondents indicate that they always look to time their trip and places visited with an event or festival of interest.

Most appealing events to attend overseas Events with the greatest influence on destination choice

Read as: 46% of respondents indicate ‘food and wine festivals’ as appealing elements when travelling overseas.

Read as: 34% of respondents indicate the influence of ‘religious events’ on destination choice.

46%

39%

32%

32%

32%

28%

28%

19%

13%

Foodandwinefestivals

Local/regionalevents

Naturalandwildlifeevents

Familyevents

Musicfestivals

Culturalcelebrations

Artsandentertainmentevents

Sportingevents

Religiousevents

34%

29%

26%

25%

25%

22%

22%

19%

18%

Religiousevents

Familyfriendlyevents

Majorsportingevents

Musicfestivals

Artsandentertainmentevents

Culturalcelebrations

Foodandwinefestivals

Naturalandwildlifeevents

Local/regionalevents

59%

40%

39%

38%

31%

30%

29%

28%

27%

25%

Australianbeaches

Australianfoodandwine

Australianwildlife

Unspoiltnaturalwilderness

LaidbackAustralianlifestyle

MajorAustraliancities

Islandexperiences

Rainforests/forests/national parks

Australiancoastallifestyle

Travellingaroundseveralplaces

PLANNING AND BOOKING INFORMATION SOURCES


The following charts highlight the information sources that South Korean consumers use to plan and book their holidays.

Preferred sources for early planning and holiday inspiration

Read as: 32% of respondents indicate ‘general internet searching’ as a preferred source during the early stages of planning a holiday.

Preferred sources for seeking information about a holiday destination

Read as: 28% of respondents indicate ‘general internet searching’ as a preferred source for seeking information about a holiday destination.

Preferred sources used to book a holiday

Read as: 37% of respondents indicate ‘travel agent (telephone or in person)’ as a preferred source when booking a holiday.

32%

22%

17%

16%

16%

16%

13%

12%

11%

10%

General internet searching

Travelorguidebooks

Onlinetravelagent

Friendsorrelatives thathavebeenbeforeorlive there

TV travelprograms

Travelagent (telephoneorinperson)

Traveller review sites

Been therebefore

Onlinehotelbookingsite

Socialmedia

28%

16%

16%

15%

14%

12%

12%

11%

10%

9%

Generalinternetsearching

Travelagent(telephoneorinperson)

Travelorguidebooks

Friendsorrelativesthathavebeenbeforeorlivethere

Onlinetravelagent

Touroperator

Onlinehotelbookingsite

Travellerreviewsites

Onlineflightsbookingsite

Beentherebefore

37%

33%

22%

19%

8%

7%

7%

6%

2%

1%

Travelagent(telephoneorinperson)

Travelagent(online)

Directlythroughairline(online)

Accommodationprovider(online)

Directlythroughairline(telephoneorinperson)

Touroperator(online)

Touroperator(telephoneorinperson)

Accommodationprovider(telephoneorinperson)

Airbnb

Otheronlinesource

RESPONDENT PROFILE


Gender AgeAbout the researchThe Consumer Demand Project

(CDP) research is carried out by BDA

Marketing Planning, a consultancy

who specialise in international

demand side strategy development

and consumer research. It helps

determine the strategic priorities

to achieve the Tourism 2020 goal,

by providing a comprehensive

assessment of Australia’s current

destination appeal and the latent

demand potential. The research is

conducted annually across eleven

of Australia’s key tourism markets:

China, Germany, India, Indonesia,

Japan, Malaysia, New Zealand,

Singapore, South Korea, UK and

USA. In 2016, the following markets

were integrated into the program:

Hong Kong, Taiwan, Canada, Brazil,

France and Italy. Over the last

five years, Tourism Australia have

spoken to over 90,000 international

long-haul travellers via online

research panels.

Want to know more?Fact sheets for seventeen of

Australia’s key tourism markets

can be accessed at: http://www.

tourism.australia.com/statistics/

consumer-demand-research.aspx

For more information,

please contact:

[email protected]

www.tourism.australia.com

@TourismAus

Place of residence Income

Living situation Employment status

Occupations

51%

49%

Male

Female

14%

32%

32%

19%

4%

Under 29years

30- 39years

40- 49years

50-59years

60+years

38%20%

9%7%6%3%3%3%2%2%

SeoulGyunggido

BusanIncheonDaegue

Gyungsangnam-doGwangjuDaejeon

Choongcheongbuk-doGyunsanbuk-do

3%

12%

18%

18%

24%

15%

9%

Under30million Won

30million to39million Won





100million+ Won

71%

10%

8%

5%

3%

3%

2%

Workfulltime

Homeduties

Workpart time

Fulltimestudent

Lookingforwork

Other

Retired

46%22%

16%5%4%4%2%1%0%

Clericalandadmin

Professional

Manager

Labourer/trade

Self-employed

Communityworker

Salesworker

Other

Farmer

58%

24%

9%

7%

1%

1%

0%

0%

Partner andkids

Parents

Partner

Alone

Singleparent

Relatives/family

Housemates

Other

CONSUMER PROFILE SOUTH KOREA - Australia · Traveller Profile Motivations for travel ... with a...

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