| ACKNOWLEGEMENTS | 第1-7页 |
| ABSTRACT | 第7-8页 |
| 摘要 | 第8-12页 |
| LIST OF TABLES | 第12-13页 |
| LIST OF FIGURES | 第13-14页 |
| INTRODUCTION | 第14-16页 |
| 1. Purpose of the research | 第14-15页 |
| 2. Methodology | 第15-16页 |
| CHAPTER ONE: BACKGROUND | 第16-27页 |
| ·International tourism | 第16-17页 |
| ·Opportunities | 第16页 |
| ·Challenges | 第16-17页 |
| ·Australian tourism industry | 第17-20页 |
| ·Strong contribution to Australia's economy | 第17-18页 |
| 1) Gross value in GDP | 第17页 |
| 2) Export earnings | 第17-18页 |
| 3) Employment | 第18页 |
| ·Australian inbound tourism | 第18-19页 |
| 1) Current situation | 第18页 |
| 2) Outlook | 第18页 |
| 3) Challenges and opportunities | 第18-19页 |
| ·Tourism Australia | 第19-20页 |
| ·Chinese outbound tourism | 第20-27页 |
| ·Driving factors | 第21-24页 |
| ·Current size and growth outlook | 第24-27页 |
| 1) Current size | 第24-25页 |
| 2) Outlook | 第25-27页 |
| CHAPTER TWO: AUSTRALIAN TOURISM IN THE MARKET OF CHINA | 第27-68页 |
| ·Overall: great growth and great potential | 第27-29页 |
| ·Visitor profile | 第29-39页 |
| ·Types of travelling | 第29-30页 |
| ·Origins | 第30-31页 |
| ·Demographic segments | 第31-33页 |
| ·Travel party | 第33-34页 |
| ·Activity preferences | 第34-37页 |
| ·Spending patterns | 第37-39页 |
| ·Competitiveness analysis | 第39-68页 |
| ·Overall market share & brand position | 第39-45页 |
| 1) Overall | 第39页 |
| 2) Current market competitiveness | 第39-41页 |
| A. Competition from Asia | 第39-40页 |
| B. Competition from European and North American countries | 第40-41页 |
| 3) Market competitiveness outlook | 第41-45页 |
| A. Bordering regions | 第44页 |
| B. Europe and United States | 第44-45页 |
| ·Accessibility | 第45-52页 |
| 1) Approved Destination Status (ADS) | 第45-47页 |
| A. ADS system in China | 第45-46页 |
| B. Australia's advantages and disadvantages in ADS | 第46-47页 |
| 2) Visa | 第47-48页 |
| A. General situation of Chinese citizens' visa obtaining | 第47-48页 |
| B. Australia's advantages and disadvantages in visa issue | 第48页 |
| 3) Aviation | 第48-52页 |
| A. General situation of China's aviation | 第48-49页 |
| B. Opportunities & challenges for Australia in aviation | 第49-52页 |
| ·Marketing strategies (the 4P method adopted) | 第52-68页 |
| 1) Product | 第52-55页 |
| A. The Selection Criteria of the Chinese tourists and the strength and weakness of Australia's travel products | 第52-54页 |
| B. Australia's key competitors and their products | 第54-55页 |
| 2) Price | 第55-57页 |
| A. Price perceptions | 第55-56页 |
| B. Perceptions of price vs. value | 第56-57页 |
| C. Actual trip expenditures vs. likelihood of returning | 第57页 |
| 3) Place (Distribution)strategies | 第57-62页 |
| A. Tourism distribution system | 第58-60页 |
| B. Opportunities and challenges for Australia | 第60-62页 |
| 4) Promotion strategies | 第62-68页 |
| A. The habits of the Chinese tourists in learning about new destination | 第62-64页 |
| B. Australia's promotion, strengths and weakness | 第64-68页 |
| CHAPTER THREE: SOLUTIONS AND SUGGESTIONS | 第68-82页 |
| ·Improving accessibilities | 第68-70页 |
| ·ADS | 第68页 |
| ·Visa application | 第68-69页 |
| ·Air transportation | 第69-70页 |
| 1) Strengthening its image as a unique experience | 第69页 |
| 2) Developing direct air links from China to other Australian ports besides Sydney and Melbourne | 第69页 |
| 3) Developing domestic air links within Australia for Chinese inbound travellers | 第69-70页 |
| ·Improving marketing | 第70-79页 |
| ·Products | 第70-73页 |
| 1) Strengthening the uniqueness of its products | 第70-72页 |
| A. Unique location | 第70页 |
| B. Wildlife and animals | 第70-71页 |
| C. Aboriginal culture | 第71页 |
| D. Sand, beach—rest, relaxation, honeymoon | 第71-72页 |
| E. Adventure activities | 第72页 |
| F. Events | 第72页 |
| 2) Breeding more famous attractions or brands | 第72-73页 |
| 3) Enhancing the quality | 第73页 |
| ·Price | 第73-74页 |
| ·Place (Distribution) | 第74页 |
| 1) Keeping strengths in the traditional distribution system | 第74页 |
| 2) Speeding the development of On-line distribution | 第74页 |
| ·Promotion: brand building | 第74-79页 |
| 1) Strengthening its IMR and VJP programs | 第74-75页 |
| 2) Developing online promotion | 第75页 |
| 3) Different areas, different promotion strategies | 第75-77页 |
| 4) Different market segments, different promotion strategies | 第77-79页 |
| ·Improving Tourism Australia's role | 第79-82页 |
| ·Increasing investment in infrastructure | 第79页 |
| ·Improving education and training for tourism workers | 第79页 |
| ·Increased investment in market research | 第79-80页 |
| ·Strengthened efforts in quality control | 第80页 |
| ·Better cooperation with its State and Territory tourism organizations | 第80-81页 |
| ·Better cooperation with other industries | 第81页 |
| ·More involvement in China's major events | 第81-82页 |
| CONCLUSION | 第82-84页 |
| NOTES | 第84-89页 |
| BIBILIOGRAPHY | 第89-92页 |
| APPEDICES: | 第92-95页 |
| APPEDIX A: Questionnaire for the survey (haven't been to Australia) | 第92-94页 |
| APPEDIX B: Questionnaire for the survey (have been to Australia) | 第94-95页 |
