Travel in the New Era: From "Leisure" to "Mutual Value" — When Local Communities and Visitors "Share Values" and Foster a Relationship of Mutual Enrichment, a Sense of "Comfort" Is Cultivated — Joint Research by JTB Tourism Research & Consulting and TBWA HAKUHODO
"Signs of a New Era of Travel: Exploring the Sources of Comfort" (Conducted in FY2022)
Based on the FY2021 study "Seeking Signposts for the Future of Society and Travel," this report summarizes the results of a psychological analysis of the structure of "comfort" and a pilot experiment aimed at realizing the experience of "comfort."
Purpose and Details of the Pilot Test
Since 2021, our company has been conducting an independent research project titled “Exploring the Pathway to the Future of Society and Travel.” Through this series of studies, which included discussions with various experts, it became clear that a key shift in consumers’ values in future society will be a shift in priorities—from “what is better (growth)” to “what is more comfortable.”
Furthermore, an analysis conducted in 2022 regarding relationships with “comfortable places” and “comfortable people” revealed that key elements shaping “comfort” include “sharing values” and “building long-term relationships” through “being accepted for who you are.”
Consequently, by incorporating the five elements of “comfort” derived from this research and attempting to realize a “comfortable journey,” the results suggested that rather than simply consuming time as in conventional travel, sharing and exchanging values within a reciprocal relationship with the local community has the potential to lead to the establishment of long-term relationships (relationship population).
This pilot project is being conducted with the cooperation of the general incorporated association Yuki to Kurashi-sha, which is engaged in community revitalization and promoting migration in the Mogami region of Yamagata Prefecture.
JTB Tourism Research & Consulting Independent Research Results: “Exploring Roadmaps for the Future of Society and Travel” (2022)
Click here for the TBWA HAKUHODO press release
・About TBWA HAKUHODO (TBWA
Hakuhodo) Established in 2006 as a joint venture between Hakuhodo and TBWA Worldwide, TBWA HAKUHODO is a full-service advertising agency.It combines Hakuhodo’s philosophy of “Consumer-Centric Thinking” and “Partnership” with TBWA’s unique expertise centered on the “DISRUPTION®︎” methodology honed in global markets. We create high-quality solutions and contribute to the growth of our clients’ businesses.“DISRUPTION®” is TBWA HAKUHODO’s philosophy of breaking free from preconceived notions, shattering conventional wisdom, and discovering new visions. We use this new perspective of disruption—not limited to marketing but applied to every aspect of business—to generate ideas that evolve businesses and brands.
TBWA HAKUHODO
・About Yuki to Kurashi-sha Founded in February 2022 by two former members of the Regional
Revitalization Corps in Mamurogawa Town, Yamagata Prefecture, this company is dedicated to “designing a rich lifestyle made possible by living in a snowy region.”In addition to being commissioned by Mamurogawa Town and the Mogami General Subprefectural Office to promote migration, the company is also taking on the challenge of designing and creating new economic cycles aimed at passing on the rich lifestyle culture of snow country to the next generation, as well as developing businesses and creating jobs based on the region’s abundant forest resources.In April 2023, they opened "Yuki no Ohagi * Fuka," a shop specializing in ohagi made with locally sourced ingredients.
