JTB Tourism Research and Cint Japan Release Key Insights on Inbound Traveler Behavior and Sustainable Tourism

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The survey focused on understanding trends in information gathering and behavior patterns of travelers prior to and during their trips

JTB Tourism Research & Consulting Co. and Cint, the research technology pioneer jointly conducted a survey on changes in inbound traveler behavior and attitudes toward sustainable tourism, titled ‘Tabimae – Tabinaka (Before the Trip – During the Trip)’.
 The purpose of the survey was to uncover the motivators for travel to Japan and develop insights and a deeper understanding to attract future visitors to Japan.
 Eligible survey respondents participated from Cint’s Insight Exchange Sample Marketplace, which is the world’s largest consumer network for internet research, with more than 312 million respondents in over 130 countries.
 Respondents were selected from 13 countries and regions across Asia, Europe and North America according to the highest number of visitors from each region and made up of males and females, between the ages of 18 – 79, who had visited Japan in the past year.

Some of the key findings from the survey were:

  • Around 80% of inbound travelers decide on their itinerary ‘before the trip’, regardless of the duration or type of trip.
  • Regarding the type of activities they want to do, Asian travelers tend to be attracted by “what’s trending around them”, while Western travelers are attracted by “what’s trending abroad”. The key to inclusion in a visitor’s itinerary is to provide information before their trip that is tailored to their characteristics.
  • The top three travel pattern trends in Japan include: staying in the Tokyo metropolitan area, staying in the Kinki area, and travelling between the Tokyo metropolitan area, Kinki area and Tokyo metropolitan area.
  • Location preferences vary with Thailand and Taiwan favoring visits to Hokkaido, while South Koreans prefer Kyushu, and Indians prefer Tohoku and Chubu.
  • Requirements shift along the different stages of a traveler’s journey. At the start, there is a higher need for basic necessities to be met, such as restaurants, shops and places of interest being within close proximity to accommodation. During the midpoint, experiences take precedence and finally, at the last leg, finding out the closest airport and where to buy souvenirs.

Sustainability is also a key driving force on the decision-making process, with the below results gathered by the survey:

  • The most common environmentally friendly activity practiced by travelers is ‘food loss reduction’. To promote this, it is essential to allow individuals to choose according to their needs, from smaller portion sizes to wider options for dietary requirements.
  • Future concerns for sustainable tourism include using electric vehicles and avoiding using environmentally harmful modes of transport. Accommodation, tours and products will also be chosen based on whether they address Sustainable Development Goals (SDGs) and environmental protection.

About JTB Tourism Research & Consulting Co.

JTB Tourism Research & Consulting Co. was launched in 2012 on the 100th anniversary of JTB Corporation to contribute to solving social and regional issues through tourism. With research, consulting and tourism education as its pillars, the institute is working to contribute to developing regions and businesses as a think-tank for a new era beyond the tourism framework.

About Cint

Cint is a pioneer in Research Technology (ResTech). Our platform, The Cint Exchange, is the world’s largest sample marketplace for digital market research. Our customers use the Cint Exchange to post survey questions and get answers from over 300 million people across 130 countries who have consented to share their opinions, motivations, and behaviors for a fee. They then use these answers to build business strategies, confidentially publish research, accurately measure the impact of digital advertising, and so much more. Essentially, we are feeding the world’s curiosity.
 Cint Group AB (publ), listed on Nasdaq Stockholm (STO: CINT), has a global workforce of over 1000. Cint has offices in Stockholm, London, New York, New Orleans, Singapore, Gurgaon, and Sydney, among other locations.
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