Market segment for Japan travel market

• Main Authors: Kai-Yuan Chang, 張楷元
• Other Authors: Hwang Ing-San
• Format: Others
• Language: zh-TW
• Published: 2000
• Online Access: http://ndltd.ncl.edu.tw/handle/14509987645561884499

碩士 === 國立臺北大學 === 企業管理學系 === 88 === This research tends to analyze those tourists whose main destination is Japan, try to segment those tourists and find the unique characteristics in each segment. the ultimate goal was to provide some useful advises to whom had make their effort to provide a better suitable program to those Japan-bound tourists. After collected 1500 mail questionnaires from the tourists who had been to Japan last year, the researcher got 381 valid results. This research adopts the SPSS statistics program. At first, the researcher abstracted seven factors from 30 variables about travelling and life style. Afterward the researcher used the group analysis, sorted three types from those tourist —the rational type, the relaxing type and the self-realizing type. After using Statistics method, the researcher found it exists significant differences between those three types both in life style and travelling pattern. Thereby, the firms can use different marketing program to get and sustain the competitive advantage in different segmentations. The following are the findings: The rational type prefers learning from their journey. And they are also highly price-sensitive. The firm may consider providing the program which is more educative and culture-centric but lower fee for this segmentation. The relaxing type likes to join the group life but also is commonly lack of self-confidence. Therefore, if the firm wants to induce this group, they may consider provide a simple but glamour content. Referring to the self-realizing type, they are extremely independent and highly look forward to live abroad. The best suitable program to induce this group is providing clarified information and adequate help when they need you. Conclusively, the traveling agents may consider the insight provided in the context to improve their own competence.