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.
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.
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.
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.
