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Push and pull escape travel motivations of Emirati nationals to Australia

Noela Michael (College of Communication and Media Sciences, Zayed University, Dubai, United Arab Emirates)
Charlotte Wien (Department of Research and Analysis, University Library of Southern Denmark, Odense, Denmark)
Yvette Reisinger (College of Business Administration, Gulf University for Science and Technology, Kuwait)

International Journal of Culture, Tourism and Hospitality Research

ISSN: 1750-6182

Article publication date: 7 August 2017

Abstract

Purpose

The purpose of this study is to examine the escape motivations of the emerging market and provide suggestions for Australia’s promotion. This study adopts the push and pull framework to identify travel motivations of Emirati nationals to Australia.

Design/methodology/approach

This study uses a series of focus groups and in-depth interviews to understand the escape motivations that encourage Emiratis to leave their home country and travel to Australia for a holiday.

Findings

The results indicate that Emiratis are motivated to travel to Australia by three escape factors: physical, interpersonal and fun. The internal motivations that encourage Emiratis to escape their home country are inseparable from Australia’s external attributes that attract the Emiratis to the country.

Originality/value

The study contributes to the theory of tourist motivation by supporting it in the culturally different Muslim/Arab context, which has not been explored before. The authors argue that it is not so much what Australia offers and what escape needs the Emiratis can fulfil in Australia, but rather that Australia serves the Emiratis well and meets their escape needs.

Keywords

Citation

Michael, N., Wien, C. and Reisinger, Y. (2017), "Push and pull escape travel motivations of Emirati nationals to Australia", International Journal of Culture, Tourism and Hospitality Research, Vol. 11 No. 3, pp. 274-296. https://doi.org/10.1108/IJCTHR-04-2016-0039

Publisher

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Emerald Publishing Limited

Copyright © 2017, Emerald Publishing Limited