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Motivational factors of South Korean ‘Working Holiday’ Makers: A comparison of three regions in Australia
Conference presentation   Peer reviewed

Motivational factors of South Korean ‘Working Holiday’ Makers: A comparison of three regions in Australia

Insun Lee and Timothy J Lee
Tourism Sciences Society of Korea (TOSOK) International Tourism Conference, 70th (Suwon, South Korea, 04-Jul-2011–06-Jul-2011)
Tourism Sciences Society of Korea
2011
url
http://en.tosok.org/View
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Abstract

Tourism push/pull motivation working holiday choice of destination South Korean Australia
The number of Working Holiday Makers (WHMs) in Australia has been increasing at a steady rate over the last ten years, and the number from South Korea (Korea hereafter) in particular has recently rapidly increased. This paper will determine the motivational factors that push-and-pull Koreans to participate in a Working Holiday program in Australia, and compare these motivational factors according their choice of destination in Australia. This paper presents data from a questionnaire administered to Korean WHMs at three regions in Australia, Queensland (QLD hereafter), New South Wales (NSW hereafter) and Victoria (VIC hereafter). Four factors were identified in terms of the push motivations for the WHMs, self-development, work and travel, escape and a long-term stay abroad. For the pull motivational factors, living conditions, visa issue and tourism attractions were found. Differences were found in the push-and-pull motivational factors between the regions. The findings of this study will assist all key stakeholders to guide the Government and tourism industry to provide appropriate actives that will attract more WHMs.

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