The Purchasing Experiences of Chinese Tourism and Hospitality Students in Australia

Abstract

China is an important source of international students for tourism and hospitality degree courses in Australia. Based on a qualitative research project, this paper investigates the perceptions and experiences of Chinese students through the various stages of their purchasing process. A series of focus groups was conducted in Melbourne and on the Gold Coast to gather the views and experiences of students undertaking degree courses at the Master level. The researchers identified a number of critical issues arising through the course of selecting a masters degree courses. The key issues were Australia's destination image, the prevalence of the English language medium, affordability and the reputation for quality in tourism and hospitality education. Combined with the fairly relaxed entry procedures, these aspects constitute an attractive package of overall student benefits.