Multi-faceted image assessment: international students' views of Australia as a tourist destination

Abstract

This study explored international students' images of Australia using a conceptual framework based on cognitive, affective and multi-sensory components. Specifically, the study sought both to provide a complex multi-faceted assessment of destination images and to explore the importance of regional cultural background in differentiating the derived images. A self-administered questionnaire was used in this study. Five hundred questionnaires were distributed in several English Language Centres of Sydney and Melbourne and 365 useable responses were collected. The results of the study found that, generally, respondents perceived Australia as a favourable tourist destination. Australia's unspoiled environment and nature-based activities attracted international students. They had less positive images of cultural attractions and Australian food. The results pertaining to the students' regional cultural background also indicated that South American respondents had the most favourable impression of Australia as a tourist destination and Asian respondents had the least favourable impression. The detailed findings in the study reinforce the value of creative multi-faceted image appraisals and the relevance of regional cultural analysis.