The purpose of this case study is to explore demographic, motivation, and consumption
behaviours among Japanese tourists during Golden Week. Data for this study came from
questionnaires collected from ‘non-Golden’ and
‘Golden’ Japanese tourists who were vacationing in Waikiki
(Honolulu, Hawaii). The results reveal that Golden Week Japanese tourists spend
about $900 on gifts during their stay. This dollar figure is nearly $300 more than
average spending among non-Golden Week tourists. In addition, Golden Week tourists
are employed, well-educated, and primarily interested in vacationing and leisure
activities. Overall, the results of this case study are useful to both academics and
to marketing/tourism planners.
URLs (consulted March 2005): http://www.japan-guide.com/e/e2282.html;%20http://en.wikipedia.org/wiki/Golden_Week
2.
Ref. 1 above.
3.
URL (consulted March 2005): http://www.hawaii.gov/dbedt
4.
Japan Tourism Marketing Co.
and
Tax Free World Association
(2004) JTM/TFWA Japanese Traveller Study.
5.
JTB Corporation
and
Japan Tourism Marketing Co.
(2004) JTB Report: All about Japanese Overseas Travelers.
6.
Japan Tourism Marketing Co. and Tax Free World Association, ref. 4 above;
Ref. 3 above.
7.
Agrusa, J.F.
(2000)
‘Legalization of Gambling in Hawaii and Its Potential Effects on
Japanese Intention to Visit: A Philosophical Inquiry’
, Journal of Travel and Tourism Marketing9(1/2):
211–217
; JTB Corporation and Japan Tourism Marketing Co., ref. 5 above.
8.
Mak, J.
(2004) Tourism and the Economy.
Honolulu, HI: University of Hawaii Press
; Reisinger, Y. and Turner, L.W. (2002) ‘The Determination of
Shopping Satisfaction of Japanese Tourists Visiting Hawaii and the Gold Coast
Compared’, Journal of Travel Research 41(2): 167–76; Timothy,
D.J. (2005) Shopping Tourism, Retailing, and Leisure. Tonawanda, NY: Channel View Publications.
9.
Jang, S.
,
Bai, B.
,
Hong, G.
and
O'Leary, J.T.
(2004)
‘Understanding Travel Expenditures: A study of Japanese Pleasure
Travelers to the United States by Income Level’
, Tourism Management25(3):
331–341
; Rosenbaum, M.S. and Spears, D.L. (2005) ‘Who Buys That? Who
Does What? Analysis of Cross-Cultural Consumption Behaviours among Tourists in
Hawaii’, Journal of Vacation Marketing 11(3): 235–47.
10.
Hobson, J.S.
,
Timothy, D.J.
and
Kim, Y.K.
(2004)
‘Editorial’
, Journal of Vacation Marketing10(4):
293-293
.
11.
Jang et al., ref. 9 above.
12.
Ahmed, Z.U.
and
Krohn, F.B.
(1992)
‘Understanding the Unique Consumer Behavior of Japanese Tourists’
, Journal of Travel and Tourism Marketing1(3):
73–86
; Davies, B.J. and Jones, P. (1993) ‘International Activity of
Japanese Department Stores’, Service Industries Journal 13(1):
126–32. Keown, C.F. (1989) ‘A Model of Tourists’
Propensity to Buy: The Case of the Japanese Visitors to Hawaii', Journal of
Travel Research Page 254 27(3): 31–4.
13.
Jang et al., ref. 9 above; Timothy, ref. 8 above.
14.
Hobson, J.S.
and
Christensen, M.
(2001)
‘Cultural and Structural Issues Affecting Japanese Tourist
Shopping Behaviour’
, Asia Pacific Journal of Tourism Research6(1):
37–45
; Reisinger, Y. and Waryszak, R.Z. (1994) ‘Tourists’
Perceptions in Shops', International Journal of Retail and Distribution
Management 22(5): 20–8.
15.
Hirakubo, N.
,
Kublin, M.
and
Kanematsu, R.
(2002)
‘Enigma of Japanese Luxury Goods Market’
, Journal of International Marketing and Marketing Research27(2):
81–85
; Rosenbaum and Spears, ref. 9 above; Japan Tourism Marketing Co. and Tax
Free World Association, ref. 4 above; Staff (1999) ‘Foreign Name-Brand
Stores Opening in Tokyo's Chic Ginza Area’, International Journal
of Retail and Distribution Management 27(3): 124; Staff (1996) ‘Brandname
Products Boom in Japan’, Asia Pacific Journal of Marketing and Logistics
8(3): 6–8; Timothy, ref. 8 above; Wong, N. and Ahuvia, A.C. (1998)
‘Personal Taste and Family Face: Luxury Consumption in Confucian and
Western Socities’, Psychology and Marketing 15(5): 423–41.
16.
Goy-Yamamoto, A.M.
(2004)
‘Japanese Youth Consumption: A Cultural and a Social Revolution
Crossing Borders’
, Asia Europe Journal2(2):
271–282
.
17.
Kuwahara, H.
(1997)
‘Concentration and Productivity in the Retail Trade in Japan’
, The International Review of Retail, Distribution, and Consumer Research7(2):
109–124
; Japan Tourism Marketing Co. and Tax Free World Association, ref. 4 above.
18.
Rosenbaum and Spears, ref. 9 above.
19.
URL (consulted March 2005): http://www.hawaii.gov/dbedt
20.
McGorry, S.
(2000)
‘Measurement in a Cross-Cultural Environment: Survey Translation Issues’
, Qualitative Market Research3(2):
74–81
.
21.
Ref. 3 above; Agrusa, ref. 7 above.
22.
McKercher, B.
and
Wong, D.Y.Y.
(2004)
‘Understanding Tourism Behavior: Examining the Combined Effects
of Prior Visitation History and Destination Status’
, Journal of Travel Research43(2):
171–179
.
