著者

辻本 法子

出版者

桃山学院大学総合研究所

雑誌

桃山学院大学総合研究所紀要 = ST. ANDREW'S UNIVERSITY BULLETIN OF THE RESEARCH INSTITUTE (ISSN:1346048X)

巻号頁・発行日

vol.47, no.1, pp.33-52, 2021-07-15

---

Up until 2019, Japan has seen an increase in the number of foreign tourists; the numberstood at 32 million in 2019. In fiscal 2019, the number of inbound tourists increased by 2.2%on a year-on-year basis. Travel consumption was valued at JPY4.81 trillion, which isprimarily attributable to tourists from China.This study proposes a new viewpoint on the travel souvenir-related purchasing behaviorof Chinese tourists in Japan. The purchase of a travel souvenir is typically a one-timepurchase during a visit to a location. To increase the sales of travel souvenirs, it is importantto promote repeat purchases. To ensure such purchases, it is necessary to create brandawareness and increase brand accessibility, so that the tourist can easily recall the brandname and place a repeat order even from their home location.This study focuses on Chinese tourists' brand awareness. Attitude to the brand isconstructed of three components: cognition, affect, and behavior. The attitude is affected byconsumer involvement. This study developed a validation model and clarified how consumerinvolvement and Japan-visit experience affected the attitude to" Shiroikoibito," the mostpopular travel souvenir. The used variables were brand commitment, product involvement,and purchasing involvement toward confectionery, and brand loyalty toward Japaneseconfectionery, age, Japan-visit experience, and the attitude toward Japanese confectionerybrands.The results revealed the following.(1) " Shiroikoibito" was the most popular travel souvenir and the top of mind's brand inJapanese confectionery.(2) Brand commitment had a positive impact on the three components of the attitudetoward" Shiroikoibito."(3) Brand loyalty toward Japanese confectionery had a positive impact on cognition andaffect for" Shiroikoibito."(4) Japan-visit experience had a negative impact on cognition and behavior for"Shiroikoibito."(5) Age had a negative impact on the three components of the attitude toward"Shiroikoibito."

著者

辻本 法子

出版者

桃山学院大学総合研究所

雑誌

桃山学院大学総合研究所紀要 = ST. ANDREW'S UNIVERSITY BULLETIN OF THE RESEARCH INSTITUTE (ISSN:1346048X)

巻号頁・発行日

vol.44, no.1, pp.41-55, 2018-07-30

---

Japan has seen an increase in the number of foreign tourists over the years ; the number stoodat 24 million in 2016. In fiscal 2016, the number of inbound tourists increased by 71.5% on ayear-on-year basis. The travel consumption was valued at JPY3.75 trillion, which is primarilyattributable to tourists from China.This study proposes a new viewpoint on the travel souvenir-related purchasing behavior ofChinese tourists in Japan. The purchase of a travel souvenir is typically a one-time purchase bya tourist during a visit to a location. To increase the sales of travel souvenirs, it is important topromote repeat purchases. To ensure repeat purchases, it is necessary to create brandawareness and increase brand accessibility, so that the tourist can easily recall the brand nameand place a repeat order even from his or her native place. This study focuses on the changes inChinese tourists’ purchasing behavior and brand awareness, and makes a comparison betweenthe periods 2016 and 2013/2014.The study noted the following.(1) Visits by Chinese middle-class tourists increased in 2016.(2) The number of first-time visitors to Japan increased, and these visitors visited less placescompared to those who are visiting again.(3) As for the person with multiple visit-to-Japan experiences, brand awareness may increase.

著者

辻本 法子

出版者

桃山学院大学

雑誌

桃山学院大学経済経営論集 (ISSN:02869721)

巻号頁・発行日

vol.56, no.2, pp.65-98, 2014-12-17

---

This study examines sales promotion activities at department stores in Osaka from 1905 to 1950 through newspaper advertisements. I believe it is possible to determine the development of sales promotion activities by comparing the contents of newspaper advertisements by department stores. The advertisements investigated are obtained from the Osaka Mainichi Shimbun for the years 1905-1942 and the Asahi Shimbun Osaka for 1943-1950. The sales promotions by department stores during 1905-1950 are classified into four periods. The first period is from 1905 to 1919 ;there were 50 advertisements in 1905 and less than 100 per year until 1919.In this period, the gofuku store (the shop dealing in fabrics for kimonos) developed into a department store. The second period is from 1920 to 1928. While there were 125 advertisements in 1920, they increased to 900 in 1928. In this period, the public began using department stores. The third period is from 1929 to 1937, in which there were 1000 or more advertisements per year. In this period, competition between department stores became intense. In addition to gofuku stores, some railroad companies began managing department stores. Further, department stores began to competitively build big stores. The fourth period is from 1938 to 1950, in which advertising decreased gradually with a deterioration of the war situation. There were 201 advertisements in 1945, the year in which World War II ended; however, 1947 saw this number increasing to 1000. Department stores were controlled by law in this period and by occupation forces after the war. This paper discusses the sales promotions by department stores in the first period. The promotions during the other periods will be discussed in the next paper.