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.