From Dubai to Australia: Tourism focus groups at ZU part of international study

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.