In 2003 a marketing campaign to increase the number of inbound tourists was launched by the Japanese government with the aim to reduce the deficit created by the large number of outbound tourists (16.22 Mio) and the relatively small number of inbound tourists (4.77 Mio). Since then Visit Japan Campaign (VJC) has been active for several years using a quite unusual approach compared to tourism literature such as Pearce [2005], Kotler et al. [2006], Swarbrooke et al. [2007] and Dickman [1999]: Instead of including demographic characteristics, geographic location or the motivation factors of tourists, of neither leisure tourists or business travelers, in the campaign, a mass marketing strategy has been designed for achieving the above stated target. As this might constitute a major weakness of the campaign, this paper tries to give a suggestion for a customized marketing campaign using the example of Taiwanese leisure tourists, which constitute one of the most important markets for Japan. The study used questionnaires distributed to tourists from Taiwan who visited Japan for a leisure vacation during August 2007 asking them about VJC and their motivation to travel to Japan. Applying quantitative methods on the database, market segments were created which can constitute an alternative to the existing course and invite further research on this topic in the future.

自由論題
研究論文