Restricted accessOtherFirst published online 1995-4
Japanese tourism: how a knowledge of Japanese buyer behaviour and culture can be of assistance to British hoteliers in seeking to develop this valuable market
The Japanese outward bound tourist market is expanding. Among the favoured destinations are Europe and Britain. However, if this market is to be developed beyond its initial stage, British hoteliers and the travel trade need to develop a better understanding of the Japanese tourist. This paper seeks to explain aspects of Japanese culture and buyer behaviour that are relevant to those involved in this market. In addition, since the nature of Japanese society is changing, it is becoming necessary to offer newer forms of vacation for younger segments while seeking to improve the length of vacation for older tourist segments.
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Nozawa, ref. 11 above, p. 229.
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Rosenburg, ref. 2 above, p. 49.
16.
Sage, ref. 9 above, p. 302.
17.
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18.
Fields, ref. 4 above, p. 58.
19.
Cutts, ref. 7 above, p. 58.
20.
March, R. (1991) 'The Honourable Customer: Marketing and Selling to the Japanese in the 1990's', Pitman, p. 137.
21.
Morris, ref. 6 above, p. 35.
22.
Beecham, ref. 1 above, p. 18.
23.
Ibid:, p. 21.
24.
Nozawa, ref. 11 above, p. 231.
25.
Beecham, ref. 1 above, p. 53.
26.
March, ref. 20 above, p. 137.
27.
Cutts, ref. 7 above, p. 44.
28.
Morris, ref. 6 above, p. 35.
29.
Beecham, ref 1 above, p. 15.
30.
Ibid.
31.
Dace, R. (1989) 'Japanese Marketing', Marketing Business, pp. 15-17.
