Opportunities in the backpacker market identification, analysis and variability

Sowry, James (1991) Opportunities in the backpacker market identification, analysis and variability The University of Queensland:

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Author Sowry, James
Title of report Opportunities in the backpacker market identification, analysis and variability
Formatted title

Publication date 1991
Place of publication The University of Queensland
Total pages 108
Language eng
Subjects 1503 Business and Management
Formatted abstract
This research report is partial fulfilment of the requirements for the degree of Master of Business Administration.

The backpacker accommodation industry in Australia has .sprung up virtually overnight. However from the boom period of excess demand for backpack travel in the late 1980's emerged an industry ill equipped to deal with the present dramatic decline in the number of backpack travellers. The industry now appears to be undergoing a period of rationalisation as operators either fight for share of a dwindling market, exit the industry or address niche markets.

The aim of this research project is to investigate the viability of one such niche market, the Japanese backpack traveller. This report describes the Japanese backpack traveller and examines the opportunities presented by this market to the backpacker accommodation industry.

Demand certainly exists for Japanese travellers to visit Australia in the backpacker mode. The size of this demand is difficult to quantify although the prospects for future growth appear to be excellent. It was found that the Japanese backpack traveller, or backpacker, differs socially and economically from the generic backpacker. One difference is a willingness to pay more for accommodation that is perceived as good value for money. Japanese backpackers were found to pay an average of $22.89 per night for accommodation compared to $10.74 paid by the generic backpacker on average (QTTC 1991c:19).

The investigation also found that the present structure of the backpacker accommodation industry makes the long term viability of a large number of accommodation establishments at best doubtful. The industry is characterised by low barriers to entry, little differentiation of accommodation products and a well informed market .

The report concludes that the Japanese backpacker market does present a viable opportunity arises from the unmet needs of the higher than average expenditure Japanese backpacker. The Japanese backpacker was found to be dissatisfied with the standard of backpacker accommodation. Backpacker accommodation ranked behind hotels and apartments in the Japanese backpacker accommodation preferences. The report identifies specific needs that are not being satisfied by the backpacker accommodation industry.

This research report will aid tourism operators, planners and developers investigating new opportunities in the budget travel industry.

Document type: Research Report
Collection: MBA reports
Citation counts: Google Scholar Search Google Scholar
Created: Thu, 06 Jan 2011, 10:57:29 EST by Ning Jing on behalf of The University of Queensland Library