Abstract
In this study Pearce's “Travel Career Ladder” concept was applied to a sample of South Korean tourists to examine motivations for travel to Australia as a holiday destination. Also, focus group interviews were conducted in Korea to assess visitor expectations, motivations and images of Australia. The initial findings from this study indicate that Koreans are primarily motivated to travel to Australia for the chance to experience natural environmental settings. Some aspects of Australia (e.g., Aboriginal history and culture) are little known in Korea but have the potential to attract Korean visitors. The results of this research may enable more effective marketing to Koreans by providing an insight into the most appropriate promotional content and information sources.
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