ABSTRACT
Australia, with a population of just over 20 million people in 2004, is home to a diverse multicultural population clustered largely around the
Eastern coast of the continent. In 2003, Australia received almost five million international visitors who accounted for thirty percent of the total tourism expenditure. It is forecast that international tourism will continue to grow at about 3-5 percent annually while domestic tourism will provide a stable, but only marginally expanding, base (Boundy, 2004). There are over 100,000 small and medium size enterprises which comprise the sector (Bolin & Greenwood, 2001).
