Kamakura as Seen by Foreign and Japanese Tourists : Differences in Perspectives Derived from SNS Post Analysis
Even when visiting the same place, the “scenery seen” can differ from person to person. As British sociologist John Urry stated in his book “The Tourist Gaze,” “tourists do not simply view landscapes as physical objects; they focus on what they expect to see from a social background.” By comparing the scenery viewed in the same region by foreign tourists and Japanese tourists, who have different backgrounds, we may be able to rediscover new charms and ways of conveying information about that region.
Based on this hypothesis, JTB Tourism Research & Consulting Co. (Minato-ku, Tokyo; President & CEO, Yoshito Kazama) analyzed images posted on social media related to Kamakura tourism, focusing on their color tones, subjects, and angles. The findings have been compiled into a report titled “Kamakura as Seen by Foreign and Japanese Tourists.”
[Key Findings of the Survey]
- Foreign tourists tend to capture Kamakura as “cool-toned images with blue-green hues,” while Japanese tourists tend to capture it as “warm-toned images with orange and yellow hues.”
- Even within “cool-toned images with blue-green hues,” the subjects differ by country/region: “Great Buddha” is common among tourists from “Europe, America, and Oceania,” while “sacred sites” are more common among those from “Asia.”
- Foreign tourists tend to photograph “landscapes,” whereas Japanese tourists tend to photograph “gourmet food” and “selfies.”
＊This analysis was conducted by overlaying 200 photos from foreign tourists and 200 photos from Japanese tourists, each made 10% transparent, to analyze the overall color tendencies.
[Survey Outline]
Research Method: Analysis of image characteristics posted on Instagram (if multiple images were posted, only the first image was extracted).
*Posts by people who visited Kamakura for tourism (#Kamakura, #kamakura, top-ranked posts).
200 Foreign Tourists (Europe, America, Oceania: 100 individuals; Asia: 100 individuals) / 200
Japanese Tourists
Survey Period: September to November 2025
[Survey Result]
I Kamakura as Seen by Foreign and Japanese Tourists
（1）Kamakura leaves a strong impression of cool colors, including blues and deep greens, for foreigners, while for Japanese, it gives a strong impression of warm colors with prominent oranges and yellows.
An analysis of the overall color tendencies was conducted by overlaying 200 photos from foreign tourists and 200 photos from Japanese tourists, each made 10% transparent. The results, as shown in the figures below, revealed completely different color palettes.
（2）The main difference in color tones stems from the difference in subjects. Approximately half of the photos taken by foreigners feature the “Great Buddha,” while those by Japanese tourists predominantly feature “gourmet food.”
Among foreigners, the “Great Buddha” accounted for 53.5% of the photos, whereas among Japanese tourists, it only made up 5.5%. Conversely, “gourmet food” was the most common subject for Japanese tourists, comprising 49% of their photos, but not a single photo of gourmet food was observed among those taken by foreigners.
The representative photos for each are as follows.
These are conceptual images taken by the researcher in charge, based on the characteristics of the posted images.
The breakdown of “gourmet food” for Japanese tourists was as follows: meals accounted for 34.7%, sweets for 46.9%, and photos of restaurant exteriors for 18.4%. Looking further into the content, Japanese cuisine was the most frequent at 23.5%, followed by Western sweets and restaurant exteriors at 18.4% each, Japanese sweets at 16.3%, and Western/Chinese/Ethnic meals at 11.2%. Many posts also featured the same menu item from the same establishment.
The representative photos for each are as follows.
These are conceptual images taken by the researcher in charge, based on the characteristics of the posted images.
（3）Sacred Sites” are popular among both foreign and Japanese tourists.
At stations along the Enoden, a local railway popular with tourists, foreign tourists frequently posted images of “Kamakura-koko-mae,” while Japanese tourists often posted images of “Gokurakuji.” Both are known as pilgrimage sites for manga and drama fans.
At “Kamakura-koko-mae,” many photos showed the railway crossing next to the station, accounting for 7.5% of foreign tourists’ posts, but only 1% of Japanese tourists’ posts. At “Gokurakuji,” photos depicting the station building accounted for 1.5% of Japanese tourists’ posts, but none were found among foreign tourists’ posts. Both locations served as settings for manga and dramas, but the popularity of specific works differs by country, suggesting a difference in travel triggers and purposes. “Kamakura-koko-mae Station” is the setting for a basketball-themed manga. Works published in the 1990s and a film released in 2025 have been translated and released overseas, particularly in Asia, gaining popularity. “Gokurakuji,” on the other hand, is the setting for a TV drama series that began in 2012, and the latest installment in 2025 also garnered significant attention, which is likely a contributing factor.
These are conceptual images taken by the researcher in charge, based on the characteristics of the posted images.
（4）Japanese tourists take more “selfie” photos, at 15%, compared to 3.5% for foreign tourists
For Japanese tourists, “selfie” photos account for 15%, which is either more than or about the same as photos of the Great Buddha (5.5%) or temples and shrines (16.5%). A characteristic of these photos is that they are taken from an angle that focuses on the person enjoying themselves at the location, rather than just the tourist spot itself. Furthermore, photos of themselves wearing kimonos also made up 5.5%, suggesting an effort to enjoy the local atmosphere. Although there were also photos of foreigners wearing kimonos, these were limited to just one picture taken from behind.
These are conceptual images taken by the researcher in charge, based on the characteristics of the posted images.
（5）Even for the same “temples and shrines,” foreign and Japanese tourists have different points of focus.
Foreign tourists tend to photograph “lanterns at the main gate” and “donated sake barrels,” while Japanese tourists more often photograph “main halls.” Upon closer examination of “temples and shrines,” which showed a similar proportion of posts from both foreign and Japanese tourists, it was observed that foreign tourists frequently captured “lanterns at the main gate” and “donated sake barrels.” It can be inferred that they perceive a sense of Japaneseness in the kanji characters, the lanterns, and the sake barrels. In contrast, Japanese tourists more often photographed “main halls,” and it is interesting to note that photos of “tea houses” were also present within their temple and shrine posts.
These are conceptual images taken by the researcher in charge, based on the characteristics of the posted images.
II Comparison of Tourists from Europe, America, and Oceania with Tourists from Asia
（1）Even within the same “blue-green cool tones,” the subjects differ by country/region: “Great Buddha” is common among tourists from “Europe, America, and Oceania,” while “sacred sites” are more common among those from “Asia.”
When 100 photos posted by tourists from Europe, America, and Oceania and 100 photos posted by tourists from Asia were each made 10% transparent and overlaid, the results were as shown in the figures below. Both color palettes are cool-toned, featuring deep greens and blacks against a blue background. However, for Europe, America, and Oceania, dark colors extend to the top, whereas for Asia, only bright, bluish tones are present at the top.
（2）The difference in color tones stems from the difference in subjects. The Great Buddha is frequently photographed by tourists from Europe, America, and Oceania, while Enoden and Kamakura-koko-mae Station are popular among Asian tourists.
The “Great Buddha” was posted by 70% of tourists from Europe, America, and Oceania, but only by 37% of Asian tourists. Conversely, “Enoden” and “Kamakura-koko-mae Station” were posted by 2% and 0% of tourists from Europe, America, and Oceania, respectively, but by 30% and 15% of Asian tourists (Figure 8).It can be inferred that travelers from Europe, America, and Oceania tend to be drawn to photos of Japanese historical and cultural sites, while Asian travelers are more attracted to sacred sites from familiar manga and dramas.
The representative photos for each are as follows.
These are conceptual images taken by the researcher in charge, based on the characteristics of the posted images.
III Summary
（1）The perception of Kamakura as a tourist destination varies by country and region.
Foreign tourists and Japanese tourists have different perceptions (views) of Kamakura as a tourist destination, and furthermore, there were regional differences among foreign tourists. For example, if we were to represent Kamakura as seen by Europe/America/Oceania, Asia, and Japan respectively in a single image, it would look something like the images below (images created with generative AI). Although we refer to them broadly as “international visitors to Japan,” their travel objectives differ significantly depending on the cultural background of each country and region. For instance, since popular works for “sacred site pilgrimages” vary by country and region, it is necessary to create and promote model courses and guidance signs tailored to specific works. Optimizing information dissemination through visual strategies that align with the experiences target audiences in each region wish to achieve, and personalized experience design, could also be effective.
These are conceptual images taken by the researcher in charge, based on the characteristics of the posted images.
（2）Create new demand by mutually introducing “popular experiences from other countries/regions” that are not widely known domestically or internationally
It was observed that not only do foreign and Japanese tourists exhibit different characteristics, but conversely, within each attribute, posts were remarkably similar, to the extent that these characteristics could be clearly defined. This highlights a prominent feature of modern algorithmic systems, including social media, where one post encourages similar others, leading to an increasing number of identical posts. This phenomenon might be contributing to overtourism, where people concentrate in specific locations.
On the other hand, it was also found that there are ways of enjoying a destination that are actively posted about in one country or region but rarely in another. In disseminating information about tourist destinations, it is important to attract interest and attention with images that appeal to travelers from each country and region. Simultaneously, actively providing examples (ways of enjoying) from other countries or regions, suggesting alternative locations with a similar atmosphere or enjoyment to desired places, or offering information about different seasons or times at the same location, could lead to more diverse and richer experiences. This could also potentially contribute to the dispersion of tourists.
For instance, sharing information about gourmet experiences or kimono wearing, which are popular among Japanese tourists, with foreign tourists.
Furthermore, with a growing desire among Generation Z, in particular, to experience local life, it is considered effective to convey information through posts that show how people in each country and region genuinely enjoy themselves, i.e., through “authentic portrayals.”
Bonus Edition: Unexpected Scenery That Catches the Eye of Foreign Tourists
Up to this point, we have analyzed the main, first image of posts. However, looking at the second and subsequent images, we discovered interesting perspectives that differ from typical tourist spots. For instance, many people were seen photographing “vending machines.” According to the website of the Japan Vending System Manufacturers Association, “While the United States has the highest absolute number globally with 6.58 million units (as of the end of 2012), Japan is estimated to have the highest penetration rate when considering population and land area.” Indeed, Japan is a vending machine superpower. Foreigners might find it novel due to the surprising ubiquity of vending machines, the hospitality reflected in features like hot/cold drink options and consideration for not disrupting the scenery, and the good public safety that ensures they are managed without damage or mischief.
These are conceptual images taken by the researcher in charge, based on the characteristics of the posted images.
It seems they find a different kind of appeal in things that serve a functional role. For instance, they were seen enjoying taking pictures of themselves in the “curve mirrors” installed on the roads. It appears that curve mirrors themselves are rare overseas, and the clear and beautiful reflection they offer might be a factor in their appeal. Additionally, designed manholes and signs using pictograms and illustrations also seem to catch their eye.
These are conceptual images taken by the researcher in charge, based on the characteristics of the posted images.
Tourists also captured photos of the sea and trains visible through gaps in the city. In the environment of Kamakura, where residences, transportation, and nature are intricately intertwined, they might be capturing the wonderful scenery that unexpectedly appears before their eyes, much like discovering a treasure.
These are conceptual images taken by the researcher in charge, based on the characteristics of the posted images.
Contact Information: JTB Tourism Research & Consulting Co. Corporate Planning Department, Public Relations
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