The Challenges and Opportunities in Addressing the Needs of Middle Eastern Tourists: An Australian Cultural Perspective

This chapter identifies and discusses the specific needs of Middle Eastern tourists visiting the Gold Coast, Queensland Australia. Based on empirical data collected through a qualitative study, self-administered questionnaires (N = 500) were distributed to Middle Eastern tourists who visited the Gold Coast and stayed at Gold Coast accommodation for at least one night. The 305 responses (61 percent response rate), generated a total number of 461 multiple responses. Content Analysis identified key themes and sub-themes associated with Islamic religious beliefs. The findings showed that the management of the Gold Coast accommodation sector had a distinct lack of information and understanding of Middle Eastern tourists' needs. This chapter provides useful managerial and marketing recommendations, including suggested best practices, to hoteliers who provide accommodation services to international tourists, such as Middle Eastern tourists, and contributes to the limited knowledge on Islamic marketing. This in turn potentially contributes to the increased success of the tourism industry in developed countries such as Australia.