PowerPoint プレゼンテーション...2012/07/11 · Report: Analysis by Each Destination...

海外旅行調査2012Market Survey Of Overseas Travel

～2011年訪問地別の海外旅行分析～

(ENGLISH VERSION Analysis by Each Destination)

AB-ROAD Overseas Travel Survey 2012 2

Index

Prologue: Outline of the Report 3

Outline of the Survey 4

Definitions of Categories in the Report 5

Report: Analysis by Each Destination 7

Total 8

UK 12

France 18

Germany 24

Spain 30

Italy 36

Turkey 42

USA East 48

USA West 54

Canada / Alaska 60

Hawaii (Oahu) 66

Hawaii (other than Oahu) 72

Guam 78

Saipan 84

Shanghai 90

Beijing 96

Other China (exc. Hong Kong and Macau) 102

Hong Kong / Macau 108

Taiwan 114

Korea 120

Singapore 126

Thailand (other than Thai beaches) 132

Vietnam 138

Bali 144

Oceania 150

3

Prologue

Outline of the Report


Outline of the Survey

●PurposeTo determine details regarding booking, expenses, and degree of satisfaction among those who traveled overseas

in 2011.

●RespondentsThose who traveled overseas in 2011 (whose month of departure was in 2011) were selected from INTAGE’s

Intage Net Panel (the three regions of Kanto, Kansai, and Tokai).

●PeriodMar 21 (Wed.) through Mar 23 (Fri.), 2012

●Method

Internet survey

●Sample Size5,077 respondents (8,495 approached, 5,241 collected from for a collection rate of 61.7%)

●Tabulation Method

The survey results were subjected to tabulation (weight-back tabulation) by converting to the sex and age

composition of leisure travelers. The three areas covered were Kanto (Tokyo, Kanagawa, Chiba, Saitama,

Gunma, Tochigi, Ibaragi prefectures,) Kansai (Osaka, Kyoto, Hyogo, Nara, Shiga, Wakayama prefectures,) and

Tokai (Gifu, Shizuoka, Aichi, Mie prefectures.)

Weight

Addenda:

(1) Figures from past versions of this survey are quoted as time-series data.

2011 survey: Mar 29 through Apr 1, 2011; tabulation sample size of 5,094† The 2011 survey excluded all of Ibaragi prefecture and part of Chiba prefecture due to the impact of the Great East Japan Earthquake.

2010 survey: Mar 23-26, 2010; tabulation sample size of 5,280

(2) For single answers, since figures for each option are rounded off to the second decimal place, the total of all

options may not add up to exactly 100%.

(3) Since figures are rounded off, figures of 0.04% or less (including 0%) are all indicated as "‐."

(4) In order to precisely identify destinations, respondents who had been on multiple trips were asked about the

last trip they took.

(5) The terms "first visit" and "repeater" in the "incidence of first visit" graph are defined as follows.

"First visit": The last trip taken was the first visit to the corresponding country / area.

"Repeater": The last trip taken was the second visit or even later visit to the corresponding country / area.

† If two or more countries / area are designated (such as "Canada / Alaska") a second or later visit to either country

/ area constitutes a "repeater."

(6) Because the tabulated results were based on weight-back tabulation, there are sample sizes (n) in this report

that do not match the tabulation sample sizes that were actually yielded by the survey.

18-29 yrs 30-39 yrs 40-49 yrs 50 yrs+ 18-29 yrs 30-39 yrs 40-49 yrs 50 yrs+0.572 0.820 0.951 1.722 1.016 0.844 0.639 1.413

Male Female


Definitions of Categories in the Report

Definitions of areas visited(respondents will have visited any of the following countries / areas)

UK UK

France France

Germany Germany

Spain Spain

Italy Italy

Turkey Turkey

USA East USA East (New York, Niagara Falls, etc.)

USA West USA West (Los Angeles, Las Vegas, etc.)

Canada / Alaska Canada / Alaska

Hawaii (Oahu) Stay in Oahu, Hawaii

Hawaii (other than Oahu) Stay in part of Hawaii other than Oahu

Guam Guam

Saipan Saipan

Shanghai Shanghai

Beijing Beijing

Other China (exc. Hong Kong and Macau) China other than Shanghai, Beijing, Hong Kong, and Macau

Hong Kong / Macau Hong Kong / Macau

Taiwan Taiwan

Korea Korea

Singapore Singapore

Thailand (other than Thai beaches) Thailand (non-beach resorts such as Bangkok, Chiengmai, Ayuttaya, etc.)

Vietnam Vietnam

Bali Bali

Oceania Australia, New Zealand, other Oceania

Report: Analysis by Each Destination

7


AB-ROAD Overseas Travel Survey 2012

Used/Total Didn't use/Total

●Legend

All destinations/Total '12 (n=4243)



61.9

64.3

40.8

38.1

35.7

59.2%

3 days

or less4 days 5 days 6 days 7 days

8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend

All destinations/Total '12 (n=5076) 7.3



18.1

18.9

19.9

15.7

15.7

17.0

10.2

9.4

9.7

11.8

10.1

10.3

13.9

14.4

14.2

11.0

11.4

10.2

4.6

4.5

3.814.9

15.6

14.7%

First visit Repeater

●Legend




54.3

51.9

50.3

45.7%

48.1

49.7

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male 50

yrs or

older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend




6.3

6.8

10.2

11.2

10.7

11.1

21.3

21.7

21.8

12.9

12.7

12.8

11.0

11.1

11.3

8.1

7.7

7.2

18.3

19.6

17.8

6.8% 9.9 11.7

8

Total

●Profile▽ Sex and age: "male 50 yrs or older" (21.3%) comprised the largest percentage and was followed by "female 50

yrs or older" (18.3%).

▽ Incidence of first visit: 45.7%.

▽ Number of trips overseas thus far: average of 14.4 times.

●Travel Outline▽ Travel expenses: average of 152,000 yen.

▽ Incidence of package tour use: 59.2%.

▽ Number of days traveled: average of 7.3 days.

▽ Accompanying travelers: "married couple travel" is largest percentage (25.6%).

▽ Purpose for travel: "to eat good food" is largest percentage (50.3%).

▽ Local activities included in package: "city sightseeing / tour to surrounding area" (47.0%) is largest percentage,

followed by "visit famous and historic places" (33.6%) and "famous dishes" (26.9%).

▽ Total expenditures at destination: average of 191,000 yen.

Profile

■Sex and age (Total/Single answer) ■Incidence of first visit (Total/Single answer)

■Number of overseas trips thus far (Total/Single answer)

Travel Outline■Travel expenses

(Those involved in the consideration of travel plans/Single answer)

■Number of days traveled (Total/Single answer)

■Rate of use of package tours


† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,

activities, and meals," "Used a tour that included part of sightseeing, activities, and meals

but also included a certain degree of free time," and "Used a tour that basically included

free activity at destination beyond roundtrip air ticket, hotel accommodations, and local

transportation."

† Ways of asking the questions differed between the 2012 study and 2011 study

† Travel expenses refer to:

Those who went on package tours: The total amount paid for one adult, including all

miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)

Those who went on travel other than package tours (2012 survey): Air ticket expenses for

one adult (including various expenses) + expenses for hotels and accommodation facilities

for one adult (the total amount if answered separately)

Those who went on travel other than package tours (2011 survey): Total accommodation

expenses and transportation expenses including air fares

Once 2-3 times 4-6 times 7-9 times10 times or

more

Average

(times）

●Legend




4.5

4.9

11.5

12.2

17.5

18.6

18.8

10.7

12.2

11.5

55.5

53.1

52.6

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend




Average

(tens of

1000s

of yen)

9.6

15.1

26.4

25.4

17.6

16.2

15.8

11.9

12.8

11.8

14.6

17.5

16.5

6.8

9.5

17.1% 26.6

8.5

5.5

8.1

6.8



（％）

Average

(in 10s of

1000s of yen)

All destinations/Total '12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

'12 4243 18.7 15.5 6.5 16.6 9.8 8.8 23.3 0.8 19.1

'11 4265 21.1 21.2 6.9 16.8 10.0 6.6 16.8 0.5 15.0

（％）

Average

(in 10s of

1000s of yen)


Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

'12 4243 4.8 7.8 19.3 15.5 17.0 18.1 16.2 1.1 5.6

'11 4265 4.4 7.3 17.9 17.2 16.4 18.9 17.1 0.9 5.6

'12 4243 9.8 11.7 27.4 19.5 15.6 10.9 3.9 1.2 2.4

'11 4265 10.0 10.4 26.6 18.5 16.7 12.2 4.8 0.9 2.6

'12 4243 20.4 8.5 22.4 15.8 13.9 11.2 6.2 1.6 2.6

'11 4265 20.8 8.6 21.0 15.5 13.9 12.7 6.4 1.1 2.7Sightseeing and activities

Total amount

Shopping

Meals

All

destinations/

Total '12

All

destinations/

Total '11

All

destinations/

Total '10

(n=5076) (n=5094) (n=5280)

Married couple travel 25.6 23.3 24.5

Family travel (with children) 13.9 14.1 13.6

Travel alone 13.1 13.7 13.1

With friends (3 or more) 12.0 13.2 12.9

With friend (alone) 11.6 11.8 12.1

Family travel (with parents) 6.7 6.2 6.4

Couple travel 4.8 4.8 5.3

Honeymoon 3.5 3.5 3.5

Family travel (3 generations) 2.6 2.7 2.3

Other 6.1 6.6 6.1

0 10 20 30

All destinations/Total '12（％）

9

Total

■Accompanying travelers (Total/Single answer)

■Purpose for travel (Total/Multiple answer) ■Activities at destination (Total/Multiple answer)

■Expenditures made at destination


† "＊" ：indicated that item is not applicable.

† "Included in the package" items were calculated on the basis of package tour users.† "＊" ：indicated that item is not applicable.

† The 2011 figure for "In expectation of interactions and new encounters with local people"

is the result of asking about "encounters/interactions with local people"

† The 2011 figure for "to see Japanese friends and acquaintances who live there"

is the result of asking about "to meet local friends and acquaintances"

† The 2011 figure for "to get a better grounding in hobbies and studies pursued"

is the result of asking about "For hobbies and studies pursued"

（％）

(n=5076) (n=5094) (n=5280)

1 To eat good food 50.3 47.2 48.6

2 To visit famous sites and historic spots 49.6 50.5 51.4

3 To shop 46.0 44.7 45.7

4 To relax and rest 32.5 34.7 36.4

5 To escape from the routine 25.0 26.1 27.4

6 To create memories 23.2 23.7 24.6

7 To experience a different culture 20.9 27.0 27.3

8 To enjoy nature 20.7 22.1 21.0

9 To broaden my horizons/perspective 16.9 19.5 19.8

10 Just to try getting to a foreign country 15.3 15.3 16.0

11 Beauty treatments and massages 15.2 15.5 15.7

12 To view art 14.1 14.4 14.8

13 To see stimulation 11.4 12.9 13.2

14 In expectation of interactions and new encounters with local people 10.0 13.9 14.0

15 To stay at luxury hotels 9.8 9.3 10.2

16 To engage in sports 7.7 8.2 9.6

17 To see Japanese friends and acquaintances who live there 7.2 13.0 12.7

18 For my children 6.3 5.9 5.6

19 To have a look at Japan from overseas 5.0 5.7 4.4

20 To experience places off the beaten track / adventures 4.7 4.5 4.7

21 To improve my language ability 4.5 4.4 4.1

22 To visit a place that is in my memories 3.3 3.3 3.6

23 For my parents 3.1 3.0 3.3

24 To enjoy a concert / musical performance 2.8 3.0 3.2

25 To tour locations of filming 2.2 * *

26 To get a better grounding in hobbies and studies pursued 2.1 3.2 2.9

27 To view a sport event 1.7 1.9 1.7

28 To visit a place that I live at before 1.6 1.7 1.5

29 To see an event held during a particular time (carnival in Rio, etc.） 1.5 2.2 1.2

30 To attend a wedding ceremony 1.3 1.2 1.4

31 To do a home-stay / study abroad 0.9 0.8 0.5

32 To benefit my career opportunities 0.7 0.5 0.5

33 Working holiday 0.2 0.3 0.1

Other 5.5 5.1 5.1

All

destinations

/Total '12

All

destinations

/Total '11

All

destinations

/Total '10

† The averages for all "Total amount," "shopping," "Meals," and

"Sightseeing and activities" items were tabulated excluding

"no answer."

† Ways of asking the questions differed between the 2012

study and 2011 study

† Reference data for the 2011 study

† "Total amount" includes expenses used locally for things

other than "shopping," "meals," and "sightseeing and activities"

（％）

All

destinations

/Total '12

All

destinations

/Total '11

All

destinations

/Total '10

All

destinations

/Total '12

All

destinations

/Total '11

All

destinations

/Total '10

All

destinations

/Total '12

All

destinations

/Total '11

All

destinations

/Total '10

(n=2513) (n=2639) (n=2850) (n=5076) (n=5094) (n=5280) (n=5076) (n=5094) (n=5280)

1 City sightseeing / Tour to surrounding area 47.0 46.6 44.2 14.7 14.4 14.5 8.5 8.6 8.7

2 Visit famous and historic places 33.6 35.0 33.7 7.5 7.3 7.1 6.1 5.2 5.0

3 Famous dishes 26.9 29.2 26.6 4.7 4.2 4.0 8.5 8.0 6.1

4 Art museums and historic museums 16.4 18.3 16.3 2.8 2.7 2.5 5.4 4.4 3.9

5 Shopping tour 14.7 17.1 17.2 2.2 2.1 1.7 2.2 2.1 1.4

6 Pleasure cruise 8.9 9.0 8.9 3.6 3.6 3.0 4.2 3.6 3.4

7 Island tour 6.4 5.3 5.2 2.8 3.0 3.0 2.8 1.9 2.5

8 Viewing of theater, musicals, concert, shows, etc. 4.2 4.8 4.8 5.0 4.0 5.3 5.6 5.3 5.7

9 Trains 3.9 4.1 4.8 2.4 2.6 2.6 3.5 3.0 3.2

10 Theme park 3.7 3.5 2.3 1.6 1.4 1.1 2.1 1.6 1.3

11 Night tour 3.1 3.2 4.2 1.7 1.7 2.1 2.7 2.4 2.7

12 Ethnic cultural experiences 2.7 2.7 3.1 1.0 0.8 0.9 0.8 0.9 1.1

13 Dinner cruise 2.6 2.9 2.7 1.8 1.2 1.6 1.2 1.2 1.4

14 Aquariums/zoos 2.1 1.7 1.4 1.0 1.0 0.6 2.7 2.1 1.1

14 To tour locations of filming 2.1 * * 0.8 * * 0.8 * *

14 Beauty treatments, spa, massage, hot springs 2.1 3.0 3.3 3.7 3.2 3.7 9.6 9.7 8.4

17 Diving and snorkeling 1.5 1.1 1.7 2.7 2.8 3.3 2.6 2.7 2.5

18 Outdoor (fishing, climbing, etc.） 1.4 1.0 1.2 0.9 0.6 0.8 1.2 0.6 0.7

19 Gambling 1.2 0.8 1.7 0.5 0.4 0.4 1.2 0.8 0.7

20 Riding (horseback, rafting, etc.) 0.9 1.0 1.4 1.0 0.7 1.2 1.7 1.2 1.4

21 Safari jungle tour 0.7 0.4 0.5 0.4 0.3 0.6 0.5 0.4 0.7

21 Other event viewing 0.7 1.2 0.5 0.5 0.5 0.4 0.5 0.5 0.5

23 Other marine sports 0.6 0.6 0.9 1.5 1.4 2.0 2.1 2.2 2.4

24 Other sports 0.5 0.4 0.5 0.6 0.7 0.5 0.4 0.5 0.6

24 Car rental 0.5 0.2 0.3 4.3 4.9 4.1 1.9 2.2 2.3

26 Golfing 0.4 0.3 0.6 1.4 1.5 1.3 1.5 1.2 1.2

26 Sports viewing 0.4 0.2 0.4 0.9 0.9 0.9 0.6 0.4 0.8

28 Skiing and snowboarding 0.1 0.1 0.1 0.2 0.1 0.1 0.3 0.2 0.1

28 Instruction 0.1 0.1 ― 0.3 0.2 ― 0.1 0.1 0.2

Other 0.4 1.1 1.1 2.5 2.2 2.6 2.1 1.7 2.6

Nothing 2.2 2.9 1.9 54.5 55.2 55.5 50.9 51.9 53.5

Don't know or don't remember 0.6 0.9 1.0 3.1 3.2 3.1 3.0 3.2 2.6

Free activity at destination beyond roundtrip air ticket,

hotel accommodations, and local transportation41.2 40.9 43.6

included in the package applied for in Japan applied for on the spot



Sample

20.9 13.4 13.3 10.3 10.2 9.3 8.6 7.2 6.7 6.4 6.3 6.0 6.0 5.8 5.6 5.4 5.2 5.1 4.5 4.3

( 887 ) ( 567 ) ( 562 ) ( 437 ) ( 432 ) ( 396 ) ( 366 ) ( 306 ) ( 282 ) ( 270 ) ( 267 ) ( 253 ) ( 253 ) ( 245 ) ( 238 ) ( 228 ) ( 222 ) ( 218 ) ( 191 ) ( 184 )

16.7 7.3 9.2 5.1 5.6 4.2 4.0 3.0 2.6 2.9 3.0 2.5 3.6 1.8 3.7 2.1 2.9 1.2 1.5 1.8

( 708 ) ( 309 ) ( 392 ) ( 215 ) ( 238 ) ( 176 ) ( 170 ) ( 127 ) ( 112 ) ( 122 ) ( 129 ) ( 105 ) ( 151 ) ( 78 ) ( 155 ) ( 90 ) ( 122 ) ( 53 ) ( 64 ) ( 78 )

4243 79.8 54.5 69.8 49.2 55.1 44.4 46.4 41.5 39.7 45.2 48.3 41.5 59.7 31.8 65.1 39.5 55.0 24.3 33.5 42.4

Shanghai Saipan Bali Vietnam

Thailand

(other

than Thai

beaches)

Hawaii

(other

than

Oahu)

USA

WestSpainGermany UK

Other

nations in

west

Europe

SingaporeGuam

Hong

Kong

/ Macau

Italy OceaniaKorea TaiwanHawaii

(Oahu)France

4243Destinations considered

Destinations actually visited 4243

Rate of actual visit to country/

area considered

0

5

10

15

20

25

Destinations considered

Destinations actually visited

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

Guid

ebo

ok-

styl

e m

agaz

ines

such

as "

Ruru

bu H

awai

i," e

tc.

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Feedb

ack

and

intr

odu

ctions

(word

-

of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

New

spap

er

ads

Inte

rnet

(sm

artp

hone, e

tc.)

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e m

agaz

ines

TV

pro

gram

s an

d com

merc

ials

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Fre

e fly

ers

and

flyers

in

new

spap

ers

Acqu

ainta

nces

at t

rave

l age

ncie

s

Mobi

le s

ites

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d com

panie

s

Seik

yo p

amph

lets

and

counte

rs

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d at

stat

ions

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion

All destinations/Total '12 4243 80.3 31.3 18.5 14.8 11.3 10.9 9.8 4.7 4.4 3.5 2.3 2.2 1.8 1.4 1.2 1.2 0.5 0.2 1.1 3.5


0

20

40

60

80

100


（％）

Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total

When first thought of traveling 4243 15.5 16.5 26.9 17.2 13.5 2.7 1.9 0.9 5.0 4.5

When started considering 4243 6.3 12.6 27.6 21.8 19.3 5.3 2.8 1.3 3.0 3.1

When booked 4243 3.7 6.8 22.9 23.7 24.9 8.0 5.3 2.1 2.6 2.4

When first thought of traveling 4265 16.1 18.3 26.2 16.0 13.9 2.7 2.0 0.9 3.9 4.6

When started considering 4265 6.3 11.5 29.5 20.8 19.8 5.4 3.1 1.5 2.1 3.0

When booked 4265 3.0 6.6 22.8 22.0 26.5 8.3 6.2 2.8 1.8 2.3

Average

(months

prior)

'12

'11

0

10

20

30

40

50

When first thought of traveling '12 When started considering '12

When booked '12 When first thought of traveling '11

When started considering '11 When booked '11

（％）

●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 4.5 months prior to departure, "when started

considering" was given an average of 3.1 months prior to departure, and "when booked" was given an average of 2.4 months prior to

departure.

▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (80.3%) comprised

the largest percentage, followed by "travel agency pamphlets" (31.3%) and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (18.5%).

▽ A look at the destinations considered shows that "Korea" (20.9%) comprised the largest percentage, followed by "Taiwan" (13.4%) and "Hawaii

(Oahu)" (13.3%). In terms of actual destinations visited, "Korea" (16.7%) comprised the largest percentage, followed by "Hawaii (Oahu)"(9.2%).

▽ In terms of means of inquiry, "web / e-mail" (56.9%) comprised the largest percentage and was followed by "by telephone" (24.3%) and

"visiting" (18.9%).

▽ In terms of means of booking, "web / e-mail" (64.3%) comprised the largest percentage and was followed by "visiting" (21.7%) and "by

telephone" (15.5%).

▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (52.5%) yielded the

largest percentage.

10

Total

Actions Taken in the Consideration Process■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)

■The top 20 destinations considered as possible destinations and the destinations actually visited

(Those involved in the consideration of travel plans/Multiple answer)

■Means of inquiry

(Those involved in the consideration of travel plans/Multiple answer)■Means of booking


† "Rate of actual visit to country / area considered" was calculated by dividing

by the number of actual visitors by those who considered.

† Rates of visit 50% or more are shaded.

■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)

† Number of people in parentheses

† "Destinations actually visited" were counted with multiple answers

about the last country / area visited in 2011

† "web/e-mail" combines "by Internet or e-mail

(PC)," "by Internet or text (smartphone)," and

"by Internet or text (mobile phone)."

† The 2011 study figures are results of the single

answers received


Sample

Web/

e-mail †

By

telephoneVisiting By fax Other

Haven't

really

inquired

Don't

know/

Don't

remember

All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5


0

25

50

75


（％）

Sample

Web/

e-mail †Visiting

By

telephoneBy fax Other

Have not

made

reservations

Don't

know/

Don't

remember


All destinations/Total '11 4265 57.0 23.4 17.0 1.1 1.4 * 2.9

0

25

50

75


（％）



Total

■Points considered important factors in selecting a tour (Package tour users/Multiple answers)


† The 2011 figure for "Is a flight that meets my schedule and connecting flights" is based on the answers "Is a flight that meets my schedule"

and "Is convenient for connecting flights"

† The 2011 figure for "Accumulate mileage with the airline used/affiliated" is based on the answers "Accumulate mileage for the airline used"

and "Accumulate mileage for affiliates of the airline used"

† The 2011 figures for "Aircraft equipment is good (new, clean)" and "Aircraft amenities (width of seats, etc.) are good" are based on the 2011

figures for the answer "Aircraft equipment and amenities are good," and the 2011 figure for "Aircraft equipment, amenities are good" are displayed.

† The 2011 figure for "Premium economy or business class or better" is based on the results of 2011 answer "Business class or more"

† The 2011 figure for "hotel ambiance is nice / grade of notoriety is high" is the 2011 total for the answers "hotel ambiance is nice," "hotel grade is high,"

and "hotel notoriety is high."

† The 2011 figure for "travel agency has good ability to arrange and do good work" is the total for the answers "travel agency does quick work“

and "travel agency has good ability to arrange"

All

destinations

/Total '12

(n=2513) (n=2639)

Price is cheap for the content 52.5 55.9

Cheap 27.6 25.9

Includes spots I want to go to 22.3 26.1

Content/Breakdown of the price indicated is clear 20.4 *

There is a lot of free time 19.8 25.1

Can pay by credit card 16.3 16.2

Can visit many tourist spots 13.7 14.5

There is city sightseeing 13.4 11.1

Time stayed at destination is long 8.8 14.0

Discounts are available for early reservations 7.0 5.8

There is no city sightseeing 2.7 2.9

Discounts are available for children 1.7 2.6

It is an assuring airline 22.6 27.8

There are direct flights 16.0 19.0

It is a well-known airline 9.1 11.2

Departs from nearest airport 7.7 7.3

Is a flight that meets my schedule and connecting flights 7.6 23.2

It is a Japanese airline 6.8 7.4

Accumulate mileage with the airline used/affiliated 3.9 10.0

Aircraft equipment is good (new, clean) 2.1 2.3

Aircraft amenities (width of seats, etc.) are good 2.0 *

Premium economy or business class or better 1.7 2.1

Is a Low-Cost Carrier 1.2 *

Is not a Low-Cost Carrier 0.6 *

Hotel location is good 24.5 35.3

Hotel ambiance is nice / Grade of notoriety is high 17.5 25.1

Hotel is designated 15.6 16.0

Transportation is provided to and from hotel 12.9 10.0

Hotel facilities and services are complete 11.0 11.1

Rooms suit my needs 5.3 7.2

Checkout time is late 1.3 1.9

Check-in time is early 1.1 1.3

Travel agency is very reliable 31.5 39.2

Comes with guide 18.2 19.0

Travel agency response is thorough 12.9 15.7

There are local staff who speak Japanese 12.5 9.6

Travel agency is familiar 11.0 13.9

Travel agency is well known 10.6 11.7

Travel agency has good ability to arrange and do good work 8.5 11.8

Travel agency is highly specialized 5.1 6.8

There is a backup desk at destinations 4.8 6.5

Travel agency is in a location easy to visit 4.1 5.5

All meals provided 12.3 14.0

All breakfasts provided 11.9 13.0

Comes with famous dishes 9.2 8.4

Can make reservations right away 6.1 6.3

Possible to participate alone 2.7 4.5

Can increase or decrease the number of nights 2.0 2.9

Other 1.2 1.2

Nothing in particular 3.6 3.0

Items considered important

Budg

et

and

conte

nt

All

destinations

/Total '11

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 20 40 60

Items considered important All destinations/Total '12（％）




●Legend


UK'12 (n=122)

UK'11 (n=120)

51.2

46.7

40.8

48.8

53.3

59.2%

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


UK '12 (n=137)

UK '11 (n=131)

9.6

8.6

9.0

9.9

7.7

6.6

21.3

20.2

12.0

12.9

11.9

16.1

11.0

14.8

9.9

8.1

6.1

5.6

18.3

20.7

31.2

6.8% 9.9 11.7

12

UK

●Profile▽ Sex and age: "female 50 yrs or older" (20.7%) comprised the largest percentage and was followed by "male 50







▽ Accompanying travelers: "travel alone" (30.1%) comprised the largest percentage and was followed by

"married couple travel" (24.4%).

▽ In terms of purposes of travel, "to visit famous sites and historic spots" (67.0%) comprised the largest

percentage and was followed by "to view art" (39.1%).

▽ Local activities included in package: "city sightseeing / tour to surrounding area" (60.9%) comprised the largest

percentage and was followed by "visit famous and historic places" (40.2%).


Profile

Travel Outline

■Sex and age

(Those for whom this destination was their last/Single answer)

■Incidence of first visit


■Number of trips abroad thus far


■Travel expenses




■Number of days traveled






transportation."


●Legend


UK '12 (n=137)

UK '11 (n=131) 50.0

41.0

45.7%

50.0

59.0

54.3

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


UK'12 (n=137) 11.9

UK'11 (n=131) 13.0

18.1 15.7 10.2 11.8

21.2

14.8

13.9

27.2

21.9

11.0

25.5

31.3

4.6

8.6

13.8

14.7%

2.3

1.8

0.7

2.9

7.2

3.5 9.9

7.3











more

Average

(times）

●Legend


UK '12 (n=137) 13.5

UK '11 (n=131) 14.4

7.6

5.4

16.2

14.6

17.5

13.0

16.3

10.7

4.8

13.7

55.5

58.5

50.1

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


UK'12 (n=122) 23.1

UK'11 (n=120) 26.8

Average

(tens of

1000s of

yen)

26.6 17.6 11.9

15.9

19.7

14.6

33.3

28.4

6.8

17.0

17.8

5.5

18.1

17.1%

4.3

-

5.8

8.5

16.3

7.5

7.3



■Purposes of travel

(Those for whom this destination was their last/Multiple answer)■Activities at destination

(Those for whom this destination was their last/Multiple answer)

13

UK

■Accompanying travelers (Those for whom this destination was their last/Single answer)

■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)

All

destinations/

Total '12

UK

'12

(n=5076) (n=137)

Married couple travel 25.6 24.4

Family travel (with children) 13.9 10.8

Travel alone 13.1 30.1

With friends (3 or more) 12.0 6.4

With friend (alone) 11.6 8.0

Family travel (with parents) 6.7 7.2

Couple travel 4.8 2.0

Honeymoon 3.5 1.4

Family travel (3 generations) 2.6 2.5

Other 6.1 7.2

0 10 20 30 40

All destinations/Total '12 UK'12

（％）

（％）

Average

(in 10s of 1000s of yen)

UK'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

UK

'12 122 7.7 12.4 2.0 14.2 11.2 12.1 39.6 0.7 19.1 27.1

'11 120 12.2 21.2 5.8 12.5 10.1 9.6 28.2 0.4 15.0 20.4

（％）

Average


UK'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

UK

'12 122 0.7 0.5 17.1 12.8 19.1 20.1 29.0 0.7 5.6 7.3

'11 120 1.1 0.8 18.1 18.0 21.1 17.6 22.9 0.4 5.6 5.9

'12 122 5.2 3.5 25.6 18.5 20.4 18.0 8.1 0.7 2.4 3.3

'11 120 8.1 5.4 24.2 15.6 22.1 10.9 13.3 0.4 2.6 3.5

'12 122 9.1 2.0 14.8 15.3 18.9 23.8 15.3 0.7 2.6 4.4

'11 120 15.4 4.7 20.0 18.3 18.2 11.4 11.5 0.4 2.7 3.2Sightseeing and activities

Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

UK

'12

(n=5076) (n=137)

1 To visit famous sites and historic spots 49.6 67.0

2 To view art 14.1 39.1

3 To shop 46.0 38.9

4 To eat good food 50.3 28.1

5 To relax and rest 32.5 26.3

6 To escape from the routine 25.0 25.7

7 To create memories 23.2 23.2

8 Just to try getting to a foreign country 15.3 22.5

9 To enjoy nature 20.7 21.8

10 To experience a different culture 20.9 21.7

11 To broaden my horizons/perspective 16.9 19.8

12 To see Japanese friends and acquaintances who live there 7.2 19.1

13 To see stimulation 11.4 15.7

14 In expectation of interactions and new encounters with local people 10.0 13.0

15 To stay at luxury hotels 9.8 11.0

16 To have a look at Japan from overseas 5.0 10.1

17 For my children 6.3 7.8

18 To improve my language ability 4.5 7.0

19 To enjoy a concert / musical performance 2.8 6.5

20 To visit a place that I live at before 1.6 6.3

21 To tour locations of filming 2.2 5.6

21 To visit a place that is in my memories 3.3 5.6

23 To engage in sports 7.7 5.2

24 To get a better grounding in hobbies and studies pursued 2.1 4.4

25 To do a home-stay / study abroad 0.9 4.1

26 To view a sport event 1.7 3.9

27 To see an event held during a particular time (carnival in Rio, etc.） 1.5 3.6

28 To benefit my career opportunities 0.7 3.2

29 To attend a wedding ceremony 1.3 3.1

30 Beauty treatments and massages 15.2 3.0

31 To experience places off the beaten track / adventures 4.7 1.9

32 Working holiday 0.2 1.5

32 For my parents 3.1 1.5

Other 5.5 4.8



"no answer."






† "Included in the package" items were calculated on the basis of package tour users.

（％）

UK'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=62) (n=137) (n=137)

1 City sightseeing / Tour to surrounding area 60.9 21.2 10.6

2 Visit famous and historic places 40.2 9.8 11.8

3 Famous dishes 27.0 3.6 9.1

4 Art museums and historic museums 26.6 7.4 23.6

5 Shopping tour 13.0 0.8 2.0

6 Aquariums/zoos 9.2 2.2 7.1

7 Pleasure cruise 9.0 4.3 5.8

8 Night tour 8.2 3.7 1.0

9 Trains 7.0 7.8 7.1

10 Theme park 6.3 2.2 3.1

11 Other event viewing 5.0 1.7 0.6

12 Ethnic cultural experiences 4.9 1.6 1.0

13 Riding (horseback, rafting, etc.) 4.5 1.0 1.5

14 Beauty treatments, spa, massage, hot springs 4.4 3.6 1.7

15 Dinner cruise 4.1 1.7 3.4

16 Other sports 3.7 2.8 ―

16 Gambling 3.7 1.0 0.5

18 Viewing of theater, musicals, concert, shows, etc. 3.2 13.9 10.2

18 Sports viewing 3.2 1.7 1.5

20 To tour locations of filming 3.0 0.7 1.5

21 Other marine sports 2.6 1.2 ―

21 Instruction 2.6 ― 0.6

23 Golfing 2.2 0.6 ―

24 Diving and snorkeling 1.6 ― 1.8

24 Skiing and snowboarding 1.6 ― 2.3

26 Island tour 1.5 3.1 2.0

27 Outdoor (fishing, climbing, etc.） 0.9 1.3 0.6

28 Safari jungle tour ― ― ―

28 Car rental ― 4.8 0.5

Other ― 0.6 1.1

Nothing ― 43.9 44.7

Don't know or don't remember ― 0.9 1.3


hotel accommodations, and local transportation24.7



UK

Actions Taken in the Consideration Process


■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)



departure.

▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (81.3%) yielded the

highest percentage by far and was followed by "guidebooks ( 'Chikyuu no arukikata,' etc.)" (23.5%) and "travel agency pamphlets" (21.2%).


"visiting" (15.7%).


telephone" (15.7%).

▽ A look at the destinations simultaneously considered by those who considered the UK shows that "France" (53.9%) comprised the largest

percentage, followed by "Germany" (34.4%) and "Italy" (30.3%). In terms of actual destinations visited, "UK" (45.0%) comprised the largest

percentage, followed by "France" (23.1%).

▽ Among the responses given as the reasons for considering, "suited my budget" (30.8%) comprised the largest percentage, followed by "suited

my date of departure, date of return, day of the week, travel period, etc." (26.7%). Among the responses given as the reason for deciding,

"accompanying travelers wanted to go there" (16.2%) comprised the largest percentage.

▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (62.2%) comprised

the largest percentage and followed by "travel agency is very reliable" (42.7%) and "it is an assuring airline" (33.1%).

■Means of inquiry


■Means of booking


Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

UK'12 UK'11

When first thought of traveling 122 16.8 26.3 23.8 12.0 11.3 2.2 ― 1.9 5.8 4.5 4.8 4.7

When started considering 122 7.8 12.8 33.0 19.6 16.2 2.5 2.2 1.9 3.9 3.1 3.3 3.0

When booked 122 4.1 8.3 26.9 26.0 12.8 10.5 6.4 1.9 3.2 2.4 2.6 2.1

Average (months prior)0

10

20

30

40

50

When first thought of traveling

When started considering

When booked

（％）

Sample

Inte

rnet

(PC

)

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

pam

phle

ts

Tra

vel a

gency

counte

rs

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Inte

rnet

(sm

artp

hone, e

tc.)

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

New

spap

er

ads

Mobi

le s

ites

TV

pro

gram

s an

d com

merc

ials

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Fre

e fly

ers

and

flyers

in

new

spap

ers

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Acqu

ainta

nces

at t

rave

l

agencie

s

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


UK'12 122 81.3 23.5 21.2 12.9 12.3 12.2 10.3 8.2 8.1 5.8 4.8 3.9 3.8 3.2 3.1 3.1 3.0 2.1 ― 4.7

0

20

40

60

80

100

UK'12


（％）

† "web/e-mail" combines "by Internet or

e-mail (PC)," "by Internet or text

(smartphone)," and "by Internet or text

(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


UK'12 122 62.3 24.7 15.7 2.1 ― 20.0 2.2

0

25

50

75

UK'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


UK'12 122 71.8 18.4 15.7 1.3 2.6 ― 3.1

0

25

50

75

UK'12


（％）



UK

■The top 20 destinations simultaneously considered as possible destinations

by those who considered the area and the destinations actually visited

(Those who considered the destination as a possibility/Multiple answer)

† Difference from the total value

Compared to the total value

◎: 10 points or more higher ○: 5-10 points higher

▲: 5-10 points lower ×: 10 points or more lower

■Reason for having considered the area as a destination / Reason for deciding on the area

(Those involved in the consideration of travel plans /

"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)

† Number of people in parentheses.

† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.

† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.

† Those higher than the rate of visit to the area are shaded.

† Areas considered by less than 30 samples are not shaded.

† "＊": No items applicable.

Reasons for considering UK'12 Reason for deciding UK'12

Reasons for considering Reason for decidingAll

destinations/

Total '12

UK'12

All

destinations/

Total '12

UK'12

(n=4243) (n=122) (n=4243) (n=122)

Suited my budget 27.6 　 30.8 8.8 　 10.1

Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ▲ 26.7 11.0 ▲ 4.9

I just happened to discover a good travel product 9.2 　 11.4 3.2 　 3.0

Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 　 6.1 2.2 　 1.4

Suited my flying time or flight from the closest airport, etc. 5.5 　 4.9 0.8 　 ―

Because I wanted to earn miles 3.4 　 4.3 0.5 　 ―

It suited the needs of accompanying travelers, such as my children 4.8 　 2.1 1.5 　 2.2

It was a location I had wanted to go to from before 21.2 　 24.3 10.3 　 9.5

Accompanying travelers wanted to go there 20.2 　 23.0 10.6 ○ 16.2

I was interested in a particular sightseeing spot 14.3 ○ 19.5 4.1 　 4.7

I have family members, relatives, acquaintances, friends at the destination 8.6 ○ 13.9 6.4 ○ 11.5

I had been there before and found that it was good 15.8 　 13.4 6.2 　 5.0

Was recommended by family members, acquaintances, friends 7.8 　 11.7 1.7 　 0.5

I was interested in a particular event, activity 5.4 ○ 11.1 3.0 　 5.3

I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 　 9.7 1.3 　 0.5

Was recommended by a travel agent 1.5 　 5.5 0.5 　 2.9

I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 　 2.5 0.2 　 ―

I felt like going after seeing the website of the travel bureau 2.3 　 1.4 0.2 　 ―

City seems good 14.9 ○ 24.5 1.8 　 2.9

Seems safe 17.8 　 22.5 2.0 　 2.9

Climate seems good 18.0 　 14.7 3.0 　 2.1

Nature seems good 17.3 ▲ 11.9 3.1 　 1.4

Timing of the trip seems good (best season at that destination, etc.) 6.6 　 10.5 1.6 　 3.1

Food seems good 18.8 ▲ 9.3 3.4 　 ―

Hospitality seems good 6.0 　 6.4 0.5 　 1.2

Prices seems cheap 19.4 × 6.3 3.6 　 0.5

Hotel I want to stay at seems good 4.4 　 4.8 1.6 　 1.2

Hygienic 4.8 　 2.9 0.1 　 ―

Other 8.6 10.1 6.7 7.0

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40

Reasons for considering UK'12

Reason for deciding UK'12

（％）

Sample

100.0 53.9 34.4 30.3 25.9 22.2 16.5 12.9 12.5 8.4 8.2 8.2 8.0 7.1 7.0 5.2 5.0 4.7 4.7 4.3

( 270 ) ( 146 ) ( 93 ) ( 82 ) ( 70 ) ( 60 ) ( 45 ) ( 35 ) ( 34 ) ( 23 ) ( 22 ) ( 22 ) ( 22 ) ( 19 ) ( 19 ) ( 14 ) ( 13 ) ( 13 ) ( 13 ) ( 12 )

45.0 23.1 10.1 8.8 9.8 5.9 7.8 2.8 1.9 2.4 0.9 1.7 1.8 2.4 ― 2.4 * 0.3 1.5 1.0

( 122 ) ( 62 ) ( 27 ) ( 24 ) ( 27 ) ( 16 ) ( 21 ) ( 8 ) ( 5 ) ( 6 ) ( 2 ) ( 5 ) ( 5 ) ( 6 ) ( 0 ) ( 6 ) * ( 1 ) ( 4 ) ( 3 )

270 45.2 42.5 29.0 29.3 38.6 26.7 46.7 22.9 14.7 26.1 9.1 22.7 22.7 31.6 ― 42.9 * 7.7 30.8 25.0Rate of actual visit to country /

area considered

UK France Germany Italy

Other

nations in

west

Europe

Spain

Countries

of

eastern

Europe

Oceania

Countries

of

northern

Europe

USA

WestTurkey USA East

Canada

/ Alaska

Hawaii

(Oahu)Greece Guam Okinawa Egypt Taiwan Saipan

270

Destinations simultaneously

considered by those who

considered the UK

Destinations actually visited by

those who considered the UK270

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the UK

Destinations actually visited by those who considered the UK

（％）



UK

■Points considered important factors in selecting a tour (Package tour users/Multiple answer)

Items considered important UK'12

All

destinations

/Total '12

UK'12

(n=2513) (n=62)

Price is cheap for the content 52.5 ○ 62.2

Cheap 27.6 　 30.4

Includes spots I want to go to 22.3 　 26.8

Content/Breakdown of the price indicated is clear 20.4 ○ 25.8

Can visit many tourist spots 13.7 　 18.1

There is a lot of free time 19.8 　 17.3

There is city sightseeing 13.4 　 17.0

Can pay by credit card 16.3 　 15.4

Time stayed at destination is long 8.8 　 11.8

Discounts are available for early reservations 7.0 　 4.6

Discounts are available for children 1.7 　 ―

There is no city sightseeing 2.7 　 ―

It is an assuring airline 22.6 ◎ 33.1

There are direct flights 16.0 ○ 23.2

It is a well-known airline 9.1 ◎ 19.5

It is a Japanese airline 6.8 ○ 12.6

Departs from nearest airport 7.7 　 7.8

Is a flight that meets my schedule and connecting flights 7.6 　 7.3

Accumulate mileage with the airline used/affiliated 3.9 　 5.6

Aircraft equipment is good (new, clean) 2.1 　 4.9

Is a Low-Cost Carrier 1.2 　 4.8

Aircraft amenities (width of seats, etc.) are good 2.0 　 2.3

Premium economy or business class or better 1.7 　 2.3

Is not a Low-Cost Carrier 0.6 　 ―

Hotel location is good 24.5 　 27.1

Hotel is designated 15.6 ○ 24.1

Hotel ambiance is nice / Grade of notoriety is high 17.5 　 13.1

Hotel facilities and services are complete 11.0 　 7.9

Transportation is provided to and from hotel 12.9 ▲ 5.4

Checkout time is late 1.3 　 2.3

Rooms suit my needs 5.3 　 2.3

Check-in time is early 1.1 　 1.0

Travel agency is very reliable 31.5 ◎ 42.7

Comes with guide 18.2 ◎ 30.7

Travel agency is well known 10.6 　 13.5

Travel agency response is thorough 12.9 　 10.8

Travel agency is familiar 11.0 　 10.4

Travel agency has good ability to arrange and do good work 8.5 　 10.0

There are local staff who speak Japanese 12.5 　 9.3

Travel agency is in a location easy to visit 4.1 　 5.4

Travel agency is highly specialized 5.1 　 5.2

There is a backup desk at destinations 4.8 　 1.3

All breakfasts provided 11.9 ○ 20.5

Possible to participate alone 2.7 ○ 11.6

Comes with famous dishes 9.2 　 11.5

All meals provided 12.3 　 11.3

Can make reservations right away 6.1 　 4.1

Can increase or decrease the number of nights 2.0 　 4.0

Other 1.2 　 ―

Nothing in particular 3.6 ―

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

Budg

et

and

conte

nt


0 20 40 60 80

Items considered important UK'12（％）







UK

■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)

† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it

was good upon going."

(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"

tabulations were done excluding those who did not engage in these matters.)

† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area

that was the first destination.

† Items for which there were under 30 samples are included as reference data.

●Degree of satisfaction▽ The overall degree of satisfaction was 90.4%. A look at each degree of satisfaction attribute shows that "night

life" (89.4%) garnered the largest percentage and was followed by "sightseeing / viewing" (88.0%) and "safety /

hygiene" (87.8%).

▽ Opinions and action after travel: "I became more fond of that country/area" (61.9%) comprised the largest

percentage and was followed by "I'd like to stay longer in that country/area" (55.9%). Intention to revisit/total

was 76.1%.

† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"

"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try

traveling more deeply in the same area"

† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first

country/area visited

■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)

UK'12

I went with expectation

and found those

expectations met

I went without

expectations but found it

was good upon going

I went without

expectations and found

that it wasn't good

I went with expectations

but ended up disappointed

was good /

Total

●Legend

(n=116) 90.4

(n=107) 88.0

(n=36) 82.1

(n=108) 68.8

(n=101) 84.5

(n=32) 77.3

(n=116) 81.2

(n=116) 87.8

(n=61) 89.4

Overall

(travel in general in that country / area)

Sightseeing / Viewing

Sports / Hands-on Activities

Meals

Night life

Shopping

Relaxation / Beauty Treatments and

Massages

Local Hospitality

Safety / Hygiene

8.6

15.9

31.2

20.9

23.9

30.1

25.8

26.1

2.0

1.4

2.3

19.7

4.4

8.0

11.0

5.0

1.0

15.6

11.6

11.1

14.7

7.8

7.2

63.3

62.1

51.1

53.4

63.5

37.5

66.2

79.4

76.2% 14.2

9.6

10.6

7.7

Sample

I became more

fond of that

country/area

I'd like to stay

longer in that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album with

printed out

images

I'd like to try

more luxurious

travel in that

country/area

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total

All destinations/Total '12 5076 57.0 42.5 46.7 36.7 46.5 26.0 20.9 10.9 13.6 17.2 7.2 9.4 74.0

UK'12 116 61.9 55.9 47.1 46.9 37.3 28.4 19.0 17.3 17.3 16.5 8.8 5.1 76.1

0

20

40

60

80

UK'12


（％）




●Legend


France'12 (n=215)

France'11 (n=194)

61.0

62.8

40.8

39.0

37.2

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


France'12 (n=250) 9.5

France'11 (n=219) 9.4

18.1 15.7 10.2 11.8

17.0

13.7

13.9

35.3

35.9

11.0

25.7

30.9

4.6

7.4

5.7

14.7%

0.2

1.8

0.6

0.5

4.7

4.3 7.4

9.0


●Legend


France '12 (n=250)

France '11 (n=219) 48.3

52.7

45.7%

51.7

47.3

54.3

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


France '12 (n=250)

France '11 (n=219)

8.5

8.7

10.2

10.8

6.1

4.7

21.3

15.8

20.7

12.9

21.5

12.0

11.0

10.8

13.1

8.1

5.1

6.2

18.3

22.0

23.8

6.8% 9.9 11.7

18

France

●Profile▽ Sex and age: "female 50 yrs or older" (22.0%) comprised the largest percentage and was followed by "female

18-29 yrs" (21.5%).






▽ Accompanying travelers: "married couple travel" (25.8%) comprised the largest percentage and was followed

by "travel alone" (12.6%).


percentage and was followed by "to view art" (51.9%).




Profile

Travel Outline





■Travel expenses










transportation."










■Sex and age



more

Average

(times）

●Legend


France '12 (n=250) 11.8

France '11 (n=219) 15.2

7.2

4.2

15.6

15.0

17.5

20.9

14.4

10.7

11.1

12.9

55.5

45.2

53.6

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


France'12 (n=215) 25.3

France'11 (n=194) 31.2

Average

(tens of

1000s of

yen)

26.6 17.6 11.9 14.6

32.1

38.5

6.8

21.3

19.1

5.5

22.51.1

3.6

17.1%

2.3

2.4

5.7

14.5

10.9

15.0 11.1



France





All

destinations/

Total '12

France

'12

(n=5076) (n=250)








Honeymoon 3.5 12.5


Other 6.1 5.1

0 10 20 30

All destinations/Total '12 France'12

（％）


（％）

Average


France'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

France

'12 215 9.2 11.2 2.6 20.7 5.6 7.3 43.4 ― 19.1 29.2

'11 194 11.0 11.1 4.9 18.8 15.8 5.8 32.6 ― 15.0 22.0

（％）

Average


France'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

France

'12 215 1.8 3.1 11.6 16.5 17.2 22.9 27.1 ― 5.6 9.0

'11 194 2.5 4.8 9.6 11.1 17.6 30.1 24.3 ― 5.6 7.6

'12 215 3.8 6.2 22.0 21.7 24.7 14.1 7.5 ― 2.4 3.3

'11 194 3.7 5.0 17.3 22.2 20.7 19.0 11.1 0.9 2.6 3.8

'12 215 11.2 8.0 18.9 19.4 23.2 10.0 8.6 0.8 2.6 3.1

'11 194 13.5 9.3 15.2 15.9 19.0 17.8 9.2 ― 2.7 3.3Sightseeing and activities

Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

France

'12

(n=5076) (n=250)


2 To view art 14.1 51.9


4 To shop 46.0 47.8






























Other 5.5 5.1



"no answer."







（％）

France'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=131) (n=250) (n=250)






6 Trains 10.2 10.3 9.4

7 Island tour 8.5 1.3 0.9


9 Theme park 5.9 1.8 1.7


11 Night tour 4.1 2.0 4.9







18 Car rental 1.5 3.6 ―


19 Other event viewing 1.1 ― 0.6


22 Golfing 0.4 ― ―

22 Skiing and snowboarding 0.4 ― 1.1

22 Safari jungle tour 0.4 ― ―

22 Gambling 0.4 1.1 ―

26 Beauty treatments, spa, massage, hot springs ― 0.8 1.5

26 Diving and snorkeling ― 0.2 0.6

26 Other marine sports ― ― 0.3

26 Instruction ― ― ―

Other ― 2.0 2.3

Nothing 0.8 47.1 47.4






France



departure.


the largest percentage and was followed by "travel agency pamphlets" (42.0%), and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (25.8%).

▽ In terms of means of inquiry, "web / e-mail" (50.6%) comprised the largest percentage and was followed by "visiting" (27.9%) and "by

telephone" (26.8%).


telephone" (15.2%).

▽ A look at the destinations simultaneously considered by those who considered France shows that "Italy" (43.2%) comprised the largest

percentage, followed by "Germany" (37.5%), "UK" (33.4%). In terms of actual destinations visited, "France" (49.1%) comprised the largest

percentage, followed by "Italy" (17.9%).

▽ Among the responses given as the reasons for considering, "it was a location I had wanted to go to from before" (35.6%) comprised the largest

percentage, followed by "I was interested in a particular sightseeing spot" (29.0%) and "accompanying travelers wanted to go there" (28.9%).

Among the responses given as the reason for deciding, "accompanying travelers wanted to go there" (18.1%) comprised the largest

percentage.


the largest percentage and followed by "comes with guide" (49.3%) and "includes spots I want to go to" (45.6%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

France'12 France'11

When first thought of traveling 215 23.1 22.9 23.1 15.4 6.8 2.9 0.4 ― 5.5 4.5 5.5 5.4

When started considering 215 7.6 16.8 30.5 23.6 12.8 3.7 2.3 ― 2.6 3.1 3.5 3.4

When booked 215 3.6 7.5 25.7 31.1 19.1 4.5 4.5 1.4 2.6 2.4 2.6 2.5


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

New

spap

er

ads

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Inte

rnet

(sm

artp

hone, e

tc.)

Acqu

ainta

nces

at t

rave

l

agencie

s

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Fre

e fly

ers

and

flyers

in

new

spap

ers

TV

pro

gram

s an

d com

merc

ials

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Mobi

le s

ites

Seik

yo p

amph

lets

and

counte

rs

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


France'12 215 79.6 42.0 25.8 20.3 14.7 14.6 11.6 10.9 7.6 5.1 5.0 4.4 3.8 3.4 2.2 1.9 1.6 1.3 ― 2.4

0

20

40

60

80

100

France'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †Visiting

By


Haven't

really

inquired

Don't

know/

Don't

remember


France'12 215 50.6 27.9 26.8 2.7 1.6 12.0 5.0

0

25

50

75

France'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


France'12 215 57.6 27.6 15.2 0.3 1.6 1.2 3.1

0

25

50

75

France'12


（％）



France
















Reasons for considering France'12Reason for deciding France'12


destinations/

Total '12

France'12

All

destinations/

Total '12

France'12

(n=4243) (n=215) (n=4243) (n=215)

Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ▲ 25.2 11.0 　 6.7

I just happened to discover a good travel product 9.2 ○ 14.7 3.2 　 4.6

Suited my budget 27.6 × 12.0 8.8 ▲ 2.6


Suited my flying time or flight from the closest airport, etc. 5.5 　 5.5 0.8 　 0.5

Because I wanted to earn miles 3.4 　 4.6 0.5 　 1.2


It was a location I had wanted to go to from before 21.2 ◎ 35.6 10.3 ○ 17.6

I was interested in a particular sightseeing spot 14.3 ◎ 29.0 4.1 ○ 11.8

Accompanying travelers wanted to go there 20.2 ○ 28.9 10.6 ○ 18.1

I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 ○ 16.9 1.3 　 0.5

I have family members, relatives, acquaintances, friends at the destination 8.6 　 9.6 6.4 　 5.5

I had been there before and found that it was good 15.8 ▲ 8.9 6.2 　 3.6


I felt like going after seeing the website of the travel bureau 2.3 　 4.4 0.2 　 0.8

I was interested in a particular event, activity 5.4 　 3.6 3.0 　 1.8



City seems good 14.9 ◎ 27.4 1.8 　 4.9

Food seems good 18.8 　 20.0 3.4 　 0.9

Nature seems good 17.3 　 17.9 3.1 　 2.9


Seems safe 17.8 ▲ 9.3 2.0 　 0.7


Hospitality seems good 6.0 　 4.7 0.5 　 ―


Hygienic 4.8 　 2.2 0.1 　 ―


Other 8.6 3.5 6.7 3.9

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40

Reasons for considering France'12

Reason for deciding France'12

（％）

Sample

100.0 43.2 37.5 33.4 24.9 24.7 10.4 9.8 8.3 8.1 6.7 5.8 5.8 5.8 5.7 4.9 4.2 3.9 3.7 3.5 3.5

( 437 ) ( 189 ) ( 164 ) ( 146 ) ( 109 ) ( 108 ) ( 45 ) ( 43 ) ( 36 ) ( 35 ) ( 29 ) ( 26 ) ( 25 ) ( 25 ) ( 25 ) ( 21 ) ( 18 ) ( 17 ) ( 16 ) ( 15 ) ( 15 )

49.1 17.9 11.0 10.5 11.7 4.8 1.5 4.2 1.3 2.3 1.6 0.1 2.4 1.7 1.0 ― 1.0 0.6 0.2 1.8 0.3

( 215 ) ( 78 ) ( 48 ) ( 46 ) ( 51 ) ( 21 ) ( 7 ) ( 18 ) ( 6 ) ( 10 ) ( 7 ) ( 1 ) ( 10 ) ( 7 ) ( 4 ) ( 0 ) ( 5 ) ( 3 ) ( 1 ) ( 8 ) ( 1 )

437 49.2 41.3 29.3 31.5 46.8 19.4 15.6 41.9 16.7 28.6 24.1 3.8 40.0 28.0 16.0 ― 27.8 17.6 6.3 53.3 6.7

Taiwan

Hawaii

(other

than

Oahu)

Saipan KoreaHawaii

(Oahu)Guam USA East EgyptOceania

Countries

of

northern

Europe

USA

WestGreece

Other

nations in

west

Europe

Spain Turkey

Countries

of

eastern

Europe

France Italy Germany UK Singapore

437



considered the France


those who considered the France437

Rate of actual visit to country /

area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the France

Destinations actually visited by those who considered the France

（％）



France


Items considered important France'12

All

destinations

/Total '12

France'12

(n=2513) (n=131)

Price is cheap for the content 52.5 　 51.5

Includes spots I want to go to 22.3 ◎ 45.6


Cheap 27.6 　 27.0

Can visit many tourist spots 13.7 ◎ 26.2

There is city sightseeing 13.4 ○ 21.5


Time stayed at destination is long 8.8 ○ 16.5



Discounts are available for children 1.7 　 0.6

There is no city sightseeing 2.7 　 0.6


There are direct flights 16.0 　 19.3

It is a well-known airline 9.1 ○ 17.4

Is a flight that meets my schedule and connecting flights 7.6 ○ 13.9

It is a Japanese airline 6.8 　 9.2





Is not a Low-Cost Carrier 0.6 　 3.4



Hotel is designated 15.6 　 14.5

Hotel location is good 24.5 × 12.4

Hotel ambiance is nice / Grade of notoriety is high 17.5 ▲ 11.7



Transportation is provided to and from hotel 12.9 × 2.8


Check-in time is early 1.1 　 ―


Travel agency is very reliable 31.5 ○ 41.4

Travel agency response is thorough 12.9 ○ 20.0









All meals provided 12.3 ○ 18.4

Comes with famous dishes 9.2 ○ 17.1

Possible to participate alone 2.7 　 5.9



Other 1.2 　 3.1



Budg

et

and

conte

nt

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 20 40 60

Items considered important France'12（％）







France

●Degree of satisfaction▽ The overall degree of satisfaction was 94.8%. A look at each degree of satisfaction attribute shows that

"sightseeing / viewing" (95.4%) comprised the largest percentage and was followed by "sports / hands-on

activities" (88.7%) and "relaxation / beauty treatments and massages" (85.9%).

▽ Opinions and action after travel: "I'd like to go to a different area in that country/area" (61.8%) comprised the

largest percentage and was followed by "I became more fond of that country/area" (61.5%). Intention to

revisit/total was 83.3%.


France'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=206) 94.8

(n=200) 95.4

(n=50) 88.7

(n=199) 73.4

(n=179) 82.0

(n=34) 85.9

(n=206) 72.0

(n=206) 67.0

(n=111) 82.2

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

14.7

14.8

11.8

15.7

25.6

23.6

21.2

0.7

3.4

5.8

2.1

-

16.1

22.2

9.4

7.9

20.8

15.9

14.1

11.9

10.8

8.361.0

43.4

46.4

70.2

70.2

58.6

74.0

88.6

87.7%

6.8

7.0 1.5

3.9

3.7














Sample

I'd like to go to

a different area

in that

country/area

I became more

fond of that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to stay

longer in that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to try

traveling more

deeply in the

same area

I'd like to try

more luxurious

travel in that

country/area

I collected

(would like to

collect)

information

about that

country/area

I made (would

like to make)

an album with

printed out

images

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


France'12 206 61.8 61.5 54.1 49.3 47.6 35.4 28.0 27.1 16.0 14.5 7.9 3.1 83.3

0

20

40

60

80

France'12


（％）




●Legend


Germany'12 (n=112)

Germany'11 (n=95)

56.4

53.9

40.8

43.6

46.1

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Germany'12 (n=136) 10.9

Germany'11 (n=108) 10.2

18.1 15.7 10.2 11.8

15.3

8.9

13.9

29.2

30.0

11.0

27.7

31.1

4.6

11.3

8.7

14.7%

1.6

1.4

-

-

5.1

9.7 10.2

9.8

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Germany '12 (n=136)

Germany '11 (n=108)

8.8

8.6

10.8

6.8

6.3

7.2

21.3

25.3

24.3

12.9

20.1

13.1

11.0

7.4

8.9

8.1

5.6

6.3

18.3

15.6

24.9

6.8% 9.9 11.7

24

Germany

●Profile▽ Sex and age: "male 50 yrs or older" (25.3%) comprised the largest percentage and was followed by "female

18-29 yrs" (20.1%).









percentage and was followed by "to eat good food" (40.0%).




Profile

Travel Outline





■Travel expenses










transportation."


●Legend


Germany '12 (n=136)

Germany '11 (n=108) 47.5

62.1

45.7%

52.5

37.9

54.3










■Sex and age



more

Average

(times）

●Legend


Germany '12 (n=136) 12.3

Germany '11 (n=108) 14.2

8.8

3.6

13.9

10.2

17.5

16.9

20.1

10.7

8.3

12.7

55.5

52.2

53.4

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Germany'12 (n=112) 27.1

Germany'11 (n=95) 30.3

Average

(tens of

1000s of

yen)

26.6 17.6 11.9 14.6

30.4

28.9

6.8

21.7

23.4

5.5

27.7-

1.4

17.1%

3.9

2.5

2.6

9.7

13.5

18.2 16.1



Germany





All

destinations/

Total '12

Germany

'12

(n=5076) (n=136)








Honeymoon 3.5 4.5

Family travel (3 generations) 2.6 ―

Other 6.1 8.0

0 10 20 30 40 50

All destinations/Total '12 Germany'12

（％）


（％）

Average


Germany'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Germany

'12 112 13.7 11.7 1.4 13.0 8.6 15.0 36.6 ― 19.1 26.2

'11 95 15.0 14.5 6.3 12.2 14.7 7.4 29.9 ― 15.0 19.1

（％）

Average


Germany'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Germany

'12 112 1.6 5.6 16.7 20.1 11.5 23.0 20.6 0.9 5.6 5.4

'11 95 1.8 5.4 17.5 15.5 14.5 31.8 13.5 ― 5.6 5.4

'12 112 8.5 12.2 24.4 14.1 17.4 17.2 5.3 0.9 2.4 2.8

'11 95 7.3 17.1 15.3 12.4 24.9 17.5 5.5 ― 2.6 3.0

'12 112 23.2 6.7 15.4 12.0 14.4 18.1 9.3 0.9 2.6 3.2


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Germany

'12

(n=5076) (n=136)



3 To view art 14.1 32.7

4 To shop 46.0 32.1




























32 To tour locations of filming 2.2 ―

32 Working holiday 0.2 ―

Other 5.5 9.8



"no answer."







（％）

Germany'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=63) (n=136) (n=136)







7 Trains 18.8 12.6 14.5

8 Night tour 9.8 2.3 1.3

9 Theme park 8.1 1.6 1.6

10 Island tour 6.9 1.5 1.2

11 Dinner cruise 4.5 ― 2.0


13 Outdoor (fishing, climbing, etc.） 3.1 1.3 ―


15 Other marine sports 2.5 0.7 ―



16 Skiing and snowboarding 1.6 ― ―

19 Aquariums/zoos 1.5 ― 1.3

20 Riding (horseback, rafting, etc.) 1.3 ― ―

20 Ethnic cultural experiences 1.3 0.6 ―

22 Golfing 0.9 ― ―


22 Gambling 0.9 ― ―

22 Instruction 0.9 ― ―

26 To tour locations of filming ― 1.4 1.0


26 Other event viewing ― ― 1.3

26 Car rental ― 5.0 0.6

Other ― 0.5 3.5

Nothing ― 56.9 62.9






Germany



departure.


the largest percentage and was followed by "travel agency pamphlets" (43.9%) and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (31.7%).


"visiting" (21.2%).

▽ In terms of means of booking, "web / e-mail" (58.0%) comprised the largest percentage and was followed by "by telephone" (25.4%) and

"visiting" (23.4%).

▽ A look at the destinations simultaneously considered by those who considered Germany shows that "France" (58.0%) comprised the largest

percentage, followed by "Italy" (38.6%) and "other nations in west Europe" (37.3%). In terms of actual destinations visited, "Germany" (39.7%)

comprised the largest percentage, followed by "France" (24.6%) and "other nations in west Europe" (17.4%).

▽ Among the responses given as the reasons for considering, "I was interested in a particular sightseeing spot" (34.2%) comprised the largest

percentage, followed by "it was a location I had wanted to go to from before" (34.1%). Among the responses given as the reason for deciding,

"it was a location I had wanted to go to from before" (15.6%) comprised the largest percentage.

▽ A look at key factors and points considered important when deciding on a tour shows that "comes with guide" (59.4%) comprised the largest

percentage and followed by "price is cheap for the content" (56.3%).

26




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Germany'12 Germany'11



When booked 112 4.1 7.7 28.1 19.7 26.3 6.5 4.5 0.5 2.6 2.4 2.6 2.8


10

20

30

40



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

New

spap

er

ads

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Inte

rnet

(sm

artp

hone, e

tc.)

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

TV

pro

gram

s an

d com

merc

ials

Fre

e fly

ers

and

flyers

in

new

spap

ers

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Mobi

le s

ites

Seik

yo p

amph

lets

and

counte

rs

Acqu

ainta

nces

at t

rave

l

agencie

s

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Germany'12 112 78.4 43.9 31.7 24.1 21.5 12.1 10.5 6.9 4.0 3.9 3.0 2.4 2.4 1.8 1.6 1.4 1.4 1.0 1.5 0.7

0

20

40

60

80

100

Germany'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Germany'12 112 47.2 31.4 21.2 2.0 ― 22.1 0.9

0

25

50

75

Germany'12


（％）

Sample

Web/

e-mail †

By


Have not

made

reservations

Don't

know/

Don't

remember


Germany'12 112 58.0 25.4 23.4 0.9 ― ― ―

0

25

50

75

Germany'12


（％）



Germany
















Reasons for considering Germany'12Reason for deciding Germany'12


destinations/

Total '12

Germany'12

All

destinations/

Total '12

Germany'12

(n=4243) (n=112) (n=4243) (n=112)


Suited my budget 27.6 × 15.7 8.8 ▲ 3.3






I was interested in a particular sightseeing spot 14.3 ◎ 34.2 4.1 ◎ 14.2


Accompanying travelers wanted to go there 20.2 　 23.4 10.6 　 12.4

I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 　 12.6 1.3 　 ―







Was recommended by a travel agent 1.5 　 ― 0.5 　 ―

City seems good 14.9 ◎ 28.2 1.8 　 1.3

Seems safe 17.8 ○ 26.1 2.0 　 4.0

Nature seems good 17.3 ○ 24.0 3.1 　 6.7


Hygienic 4.8 ◎ 16.9 0.1 　 ―

Food seems good 18.8 　 14.5 3.4 　 ―



Prices seems cheap 19.4 × 7.6 3.6 　 ―

Hotel I want to stay at seems good 4.4 　 1.5 1.6 　 ―

Other 8.6 8.0 6.7 3.3

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40

Reasons for considering Germany'12

Reason for deciding Germany'12

（％）

Sample

100.0 58.0 38.6 37.3 32.9 27.6 17.8 11.8 11.0 8.4 7.5 6.4 5.7 5.3 5.0 5.0 4.8 4.3 3.3 3.1 3.1

( 282 ) ( 164 ) ( 109 ) ( 105 ) ( 93 ) ( 78 ) ( 50 ) ( 33 ) ( 31 ) ( 24 ) ( 21 ) ( 18 ) ( 16 ) ( 15 ) ( 14 ) ( 14 ) ( 14 ) ( 12 ) ( 9 ) ( 9 ) ( 9 )

39.7 24.6 13.4 17.4 8.8 5.8 9.3 1.7 2.3 1.2 0.6 1.1 1.4 1.5 ― 1.5 0.7 1.0 1.9 0.6 0.3

( 112 ) ( 69 ) ( 38 ) ( 49 ) ( 25 ) ( 16 ) ( 26 ) ( 5 ) ( 7 ) ( 3 ) ( 2 ) ( 3 ) ( 4 ) ( 4 ) ( 0 ) ( 4 ) ( 2 ) ( 3 ) ( 5 ) ( 2 ) ( 1 )

282 39.7 42.1 34.9 46.7 26.9 20.5 52.0 15.2 22.6 12.5 9.5 16.7 25.0 26.7 ― 28.6 14.3 25.0 55.6 22.2 11.1Rate of actual visit to country /

area considered

USA

SouthGermany France Italy

Other

nations in

west

Europe

UK Spain

Countries

of

eastern

Europe

Turkey

Countries

of

northern

Europe

Oceania Greece USA EastUSA

West

Hawaii

(Oahu)Egypt Guam

Canada

/ AlaskaSaipan Korea Morocco

282



considered the Germany


those who considered the

Germany

282

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Germany

Destinations actually visited by those who considered the Germany

（％）



Germany


Items considered important Germany'12

All

destinations

/Total '12

Germany'12

(n=2513) (n=63)





Content/Breakdown of the price indicated is clear 20.4 　 19.6

Cheap 27.6 × 14.1



There is a lot of free time 19.8 ▲ 11.7





There are direct flights 16.0 ◎ 29.4




Accumulate mileage with the airline used/affiliated 3.9 ○ 9.2





Is a Low-Cost Carrier 1.2 　 ―




Hotel is designated 15.6 ▲ 8.2


Transportation is provided to and from hotel 12.9 × ―

Checkout time is late 1.3 　 ―


Rooms suit my needs 5.3 ▲ ―



Travel agency is well known 10.6 ○ 19.6

Travel agency is highly specialized 5.1 ◎ 16.8







All meals provided 12.3 ◎ 29.1

All breakfasts provided 11.9 ◎ 27.5

Comes with famous dishes 9.2 ◎ 25.0




Other 1.2 　 ―

Nothing in particular 3.6 ―

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

Budg

et

and

conte

nt


0 20 40 60

Items considered important Germany'12 （％）







Germany

●Degree of satisfaction▽ The overall degree of satisfaction was 95.1%. A look at each degree of satisfaction attribute shows that "safety

/ hygiene" (96.5%) comprised the largest percentage and was followed by "local hospitality" (94.5%) and

"sightseeing / viewing" (93.9%).


percentage and was followed by "I'd like to try going to that country/area in a different season/period" (56.9%).

Intention to revisit/total was 78.8%.


Germany'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=98) 95.1

(n=95) 93.9

(n=21) 95.4

(n=96) 85.5

(n=89) 86.5

(n=15) 88.1

(n=98) 94.5

(n=98) 96.5

(n=50) 91.3

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

9.4

23.3

27.2

17.5

13.5

31.0

28.0

19.8

-

4.8

3.4

6.6

1.8

0.6

9.6

10.1

85.9%

84.6

72.1

58.3

69.0

74.6

63.5

68.5

71.5

9.2

-

0.6

-

2.9

3.6

4.3

6.1

8.7

5.3

4.6














Sample

I became more

fond of that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to stay

longer in that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I made (would

like to make)

an album with

printed out

images

I'd like to try

more luxurious

travel in that

country/area

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Germany'12 98 75.4 56.9 56.1 54.0 53.8 29.9 25.6 22.2 16.5 15.7 12.2 3.3 78.8

0

20

40

60

80

Germany'12


（％）




●Legend


Spain'12 (n=90)

Spain'11 (n=84)

64.1

60.1

40.8

35.9

39.9

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Spain'12 (n=98) 9.6

Spain'11 (n=97) 12.4

18.1 15.7 10.2 11.8 13.9

33.4

42.4

11.0

32.7

27.6

4.6

6.9

10.2

14.7%

1.7

-

1.0

-

2.6

1.6

4.5

8.7

13.7

13.0

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Spain '12 (n=98)

Spain '11 (n=97)

8.7

5.8

7.5

10.9

4.8

3.6

21.3

21.0

17.9

12.9

14.4

15.6

11.0

14.6

10.7

8.1

4.5

6.3

18.3

24.4

29.2

6.8% 9.9 11.7

30

Spain









by "Family travel (with children)" (12.2%).




percentage and was followed by "art museums and historic museums" (63.5%).


Profile

Travel Outline





■Travel expenses










transportation."


●Legend


Spain '12 (n=98)

Spain '11 (n=97) 68.9

70.4

45.7%

31.1

29.6

54.3










■Sex and age



more

Average

(times）

●Legend


Spain '12 (n=98) 15.8

Spain '11 (n=97) 15.3

3.0

3.1

17.5

13.5

10.7

10.1

12.9

55.5

67.7

61.6

4.9%

8.8

6.1

11.4

13.0

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Spain'12 (n=90) 27.2

Spain'11 (n=84) 33.0

Average

(tens of

1000s of

yen)

26.6 17.6 11.9 14.6

37.1

39.5

6.8

13.4

21.0

5.5

20.8-

17.1%

-

1.8

0.9

2.2

15.4

14.7

19.8 13.4



Spain





All

destinations/

Total '12

Spain

'12

(n=5076) (n=98)








Honeymoon 3.5 7.3


Other 6.1 3.3

0 10 20 30 40

All destinations/Total '12 Spain'12

（％）


（％）

Average


Spain'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Spain

'12 90 13.9 14.3 2.5 10.0 11.9 10.6 36.8 ― 19.1 24.4

'11 84 12.3 18.7 7.6 18.2 14.0 7.4 21.8 ― 15.0 18.0

（％）

Average


Spain'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Spain

'12 90 2.6 1.6 17.4 12.8 14.8 28.0 22.9 ― 5.6 6.3

'11 84 2.6 ― 10.3 28.5 13.7 29.1 15.8 ― 5.6 5.3

'12 90 7.7 14.5 23.3 17.6 13.8 17.3 5.7 ― 2.4 2.7

'11 84 9.4 7.6 15.5 14.2 24.9 20.1 8.2 ― 2.6 3.4

'12 90 15.5 4.8 15.3 14.9 17.5 22.5 7.9 1.6 2.6 3.6


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Spain

'12

(n=5076) (n=98)



3 To view art 14.1 48.2

4 To shop 46.0 36.1




























32 To visit a place that I live at before 1.6 ―

32 For my parents 3.1 ―

Other 5.5 4.6



"no answer."







（％）

Spain'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=58) (n=98) (n=98)







7 Trains 15.0 6.2 8.1


9 Night tour 5.3 4.6 5.2

10 Theme park 4.9 1.5 ―


12 Island tour 3.6 1.4 ―






18 To tour locations of filming ― ― 1.0

18 Dinner cruise ― ― ―


18 Golfing ― ― ―

18 Other marine sports ― ― ―

18 Skiing and snowboarding ― ― 1.4

18 Outdoor (fishing, climbing, etc.） ― 1.0 ―

18 Other sports ― ― 1.0

18 Safari jungle tour ― 1.0 ―

18 Gambling ― 2.5 ―

18 Instruction ― 2.0 1.0

18 Car rental ― 3.4 3.2

Other ― 3.2 6.1

Nothing 2.8 46.9 57.4






Spain



departure.


the largest percentage and was followed by "travel agency pamphlets" (41.2%), and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (22.0%).


"visiting" (18.0%).


telephone" (20.8%).

▽ A look at the destinations simultaneously considered by those who considered Spain shows that "Italy" (55.5%) comprised the largest

percentage, followed by "France" (47.3%) and "Germany" (34.1%). In terms of actual destinations visited, "Spain" (39.4%) comprised the

largest percentage, followed by "Italy" (21.8%).


percentage, followed by "accompanying travelers wanted to go there" (26.6%). Among the responses given as the reason for deciding, "it was

a location I had wanted to go to from before" (18.8%) comprised the largest percentage.


percentage and followed by "price is cheap for the content" (45.7%) and "includes spots I want to go to" (44.6%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Spain'12 Spain'11



When booked 90 1.3 4.7 36.8 26.1 19.2 4.0 3.2 2.0 2.5 2.4 2.4 2.7


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Tra

vel a

gency

counte

rs

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

New

spap

er

ads

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

TV

pro

gram

s an

d com

merc

ials

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Fre

e fly

ers

and

flyers

in

new

spap

ers

Acqu

ainta

nces

at t

rave

l

agencie

s

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Seik

yo p

amph

lets

and

counte

rs

Inte

rnet

(sm

artp

hone, e

tc.)

Mobi

le s

ites

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Spain'12 90 78.9 41.2 22.0 19.7 14.2 14.1 11.4 11.4 5.3 5.1 4.9 4.4 4.1 3.3 2.5 2.2 1.9 1.6 ― 1.6

0

20

40

60

80

100

Spain'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Spain'12 90 59.6 32.8 18.0 2.6 ― 7.6 4.8

0

25

50

75

Spain'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Spain'12 90 59.0 21.7 20.8 1.1 ― 1.1 3.2

0

25

50

75

Spain'12


（％）



Spain

















Reasons for considering Spain'12Reason for deciding Spain'12


destinations/

Total '12

Spain'12

All

destinations/

Total '12

Spain'12

(n=4243) (n=90) (n=4243) (n=90)


Suited my budget 27.6 × 15.3 8.8 　 6.8





It suited the needs of accompanying travelers, such as my children 4.8 　 ― 1.5 　 ―


Accompanying travelers wanted to go there 20.2 ○ 26.6 10.6 　 9.0

I was interested in a particular sightseeing spot 14.3 ○ 22.1 4.1 ○ 9.3

I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 ○ 14.2 1.3 　 4.5








Climate seems good 18.0 　 22.1 3.0 ○ 8.9

City seems good 14.9 ○ 21.5 1.8 　 3.2


Food seems good 18.8 　 17.0 3.4 　 6.6




Seems safe 17.8 × 4.5 2.0 　 ―

Hygienic 4.8 　 4.1 0.1 　 ―


Other 8.6 6.8 6.7 1.6

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40

Reasons for considering Spain'12

Reason for deciding Spain'12

（％）

Sample

100.0 55.5 47.3 34.1 26.3 22.7 22.2 13.1 12.0 9.2 8.8 7.7 7.1 5.4 5.3 5.2 5.1 4.7 3.8 3.7 3.7

( 228 ) ( 127 ) ( 108 ) ( 78 ) ( 60 ) ( 52 ) ( 51 ) ( 30 ) ( 27 ) ( 21 ) ( 20 ) ( 18 ) ( 16 ) ( 12 ) ( 12 ) ( 12 ) ( 12 ) ( 11 ) ( 9 ) ( 9 ) ( 8 )

39.4 21.8 19.8 7.7 5.7 8.7 6.1 1.4 4.0 1.1 0.3 1.4 0.4 1.2 1.0 * 1.3 0.8 0.9 * 1.6

( 90 ) ( 50 ) ( 45 ) ( 18 ) ( 13 ) ( 20 ) ( 14 ) ( 3 ) ( 9 ) ( 2 ) ( 1 ) ( 3 ) ( 1 ) ( 3 ) ( 2 ) * ( 3 ) ( 2 ) ( 2 ) * ( 4 )

228 39.5 39.4 41.7 23.1 21.7 38.5 27.5 10.0 33.3 9.5 5.0 16.7 6.3 25.0 16.7 * 25.0 18.2 22.2 * 50.0

USA EastCanada

/ AlaskaGuam HokkaidoEgypt

Hawaii

(Oahu)Morocco Okinawa

Countries

of

eastern

Europe

Countries

of

northern

Europe

GreeceUSA

WestUK

Other

nations in

west

Europe

Turkey OceaniaSpain Italy France Germany Taiwan

228



considered the Spain


those who considered the Spain228


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Spain

Destinations actually visited by those who considered the Spain

（％）



Spain


Items considered important Spain'12

All

destinations

/Total '12

Spain'12

(n=2513) (n=58)

Price is cheap for the content 52.5 ▲ 45.7


Can visit many tourist spots 13.7 ○ 22.8




Cheap 27.6 × 14.0

There is a lot of free time 19.8 × 7.4


Discounts are available for early reservations 7.0 ▲ 1.5



It is an assuring airline 22.6 　 22.2



Premium economy or business class or better 1.7 ○ 8.4



There are direct flights 16.0 × 4.1




It is a Japanese airline 6.8 ▲ 1.4




Hotel ambiance is nice / Grade of notoriety is high 17.5 × 7.3


Hotel facilities and services are complete 11.0 ▲ 5.6





Travel agency is very reliable 31.5 　 33.9






There are local staff who speak Japanese 12.5 ▲ 6.3





All breakfasts provided 11.9 　 15.1




Other 1.2 　 ―



Budg

et

and

conte

nt

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 20 40 60

Items considered important Spain'12（％）







Spain



activities" (92.3%) and "night life" (86.3%).


percentage and was followed by "I'd like to go to a different area in that country/area" (46.3%). Intention to



Spain'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=89) 95.1

(n=86) 96.1

(n=30) 92.3

(n=84) 72.6

(n=80) 83.6

(n=23) 81.9

(n=89) 74.1

(n=89) 83.5

(n=52) 86.3

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

24.1

17.3

23.6

36.0

38.6

49.8

25.3

-

-

-

5.7

3.0

7.4

15.5

11.6

4.4

21.7

13.4

10.7

10.4

4.9

9.361.0

33.7

35.5

45.9

60.0

55.3

68.2

89.1

87.4%

7.0

7.7

7.7

3.9

4.9














Sample

I became more

fond of that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to stay

longer in that

country/area

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I made (would

like to make)

an album with

printed out

images

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

I'd like to try

more luxurious

travel in that

country/area

None of the

above

Intention to

revisit/total


Spain'12 89 68.2 46.3 45.8 45.4 40.3 33.6 21.3 16.6 13.8 12.7 12.4 11.8 67.2

0

20

40

60

80

Spain'12


（％）




●Legend


Italy'12 (n=170)

Italy'11 (n=182)

71.8

74.0

40.8

28.2

26.0

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Italy'12 (n=191) 10.2

Italy'11 (n=200) 10.0

18.1 15.7 10.2 11.8 13.9

45.8

50.4

11.0

26.3

27.5

4.6

5.0

5.2

14.7%

-

-

0.4

1.0

6.2

1.5

3.1

3.3

11.3

12.9

36

Italy


18-29 yrs" (21.8%).







by "Honeymoon" (14.9%).






Profile

Travel Outline





■Travel expenses










transportation."

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Italy '12 (n=191)

Italy '11 (n=200)

9.6

6.7

10.7

9.0

6.5

5.6

21.3

22.5

20.9

12.9

21.8

12.6

11.0

8.4

11.3

8.1

2.7

4.0

18.3

17.8

30.0

6.8% 9.9 11.7


●Legend


Italy '12 (n=191)

Italy '11 (n=200) 61.4

71.3

45.7%

38.6

28.7

54.3










■Sex and age



more

Average

(times）

●Legend


Italy '12 (n=191) 10.0

Italy '11 (n=200) 12.1

6.1

4.8

21.9

11.8

17.5

22.0

22.9

10.7

12.0

10.1

55.5

38.0

50.4

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Italy'12 (n=170) 26.3

Italy'11 (n=182) 29.7

Average

(tens of

1000s of

yen)

26.6 17.6 11.9 14.6

31.6

32.6

6.8

17.6

28.8

5.5

19.5-

2.5

17.1%

1.9

4.4

5.0

11.8

12.3

16.8 15.3



Italy





All

destinations/

Total '12

Italy

'12

(n=5076) (n=191)








Honeymoon 3.5 14.9


Other 6.1 4.9

0 10 20 30

All destinations/Total '12 Italy'12

（％）


（％）

Average


Italy'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Italy

'12 170 6.4 14.3 8.3 15.4 7.5 11.2 36.8 ― 19.1 26.0

'11 182 14.0 14.3 7.8 19.1 9.4 8.0 27.2 ― 15.0 18.4

（％）

Average


Italy'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Italy

'12 170 0.8 4.5 7.4 12.5 21.5 26.9 26.5 ― 5.6 8.1

'11 182 1.8 3.3 11.3 14.2 15.0 20.8 31.7 1.8 5.6 8.5

'12 170 6.0 8.6 22.4 21.2 20.7 15.1 4.9 1.0 2.4 2.9

'11 182 12.4 3.8 24.1 16.5 17.8 18.1 4.6 2.8 2.6 2.8

'12 170 18.8 5.7 18.3 14.1 20.0 16.5 6.6 ― 2.6 2.9


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Italy

'12

(n=5076) (n=191)



3 To shop 46.0 51.2

4 To view art 14.1 49.9






























Other 5.5 2.9



"no answer."







（％）

Italy'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=122) (n=191) (n=191)





5 Island tour 29.1 4.3 2.6



8 Trains 8.1 10.9 7.9

9 Night tour 3.2 1.6 1.9






15 Theme park 1.6 ― 0.3






18 Diving and snorkeling ― ― 0.7



18 Outdoor (fishing, climbing, etc.） ― ― ―


18 Other event viewing ― 0.5 ―

18 Gambling ― 0.7 0.4

18 Instruction ― 0.4 ―

18 Car rental ― 1.9 0.8

Other ― 3.4 ―

Nothing 0.8 43.0 63.2






Italy



departure.




telephone" (25.5%).


telephone" (13.8%).

▽ A look at the destinations simultaneously considered by those who considered Italy shows that "France" (51.7%) comprised the largest

percentage, followed by "Spain" (34.7%) and "Germany" (29.8%). In terms of actual destinations visited, "Italy" (46.5%) comprised the largest

percentage, followed by "France" (21.4%).


percentage, followed by "city seems good" (31.8%). Among the responses given as the reason for deciding, "it was a location I had wanted to

go to from before" (25.6%) comprised the largest percentage.


percentage and followed by "includes spots I want to go to" (51.5%) and "price is cheap for the content" (51.2%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Italy'12 Italy'11

When first thought of traveling 170 23.2 21.8 30.2 11.3 5.5 1.6 0.4 0.3 5.7 4.5 5.6 5.7


When booked 170 1.7 7.9 28.8 31.4 16.5 6.6 3.5 0.8 2.9 2.4 2.4 2.8


10

20

30

40



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

New

spap

er

ads

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Inte

rnet

(sm

artp

hone, e

tc.)

Fre

e fly

ers

and

flyers

in

new

spap

ers

Seik

yo p

amph

lets

and

counte

rs

TV

pro

gram

s an

d com

merc

ials

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Acqu

ainta

nces

at t

rave

l

agencie

s

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Mobi

le s

ites

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Italy'12 170 77.0 51.1 32.4 30.2 22.6 17.1 8.1 6.1 5.3 5.0 4.0 3.6 2.8 2.5 2.5 2.1 1.3 ― ― 1.6

0

20

40

60

80

100

Italy'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †Visiting

By


Haven't

really

inquired

Don't

know/

Don't

remember


Italy'12 170 46.8 34.9 25.5 2.2 ― 14.4 2.8

0

25

50

75

Italy'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Italy'12 170 50.5 38.0 13.8 ― ― 0.5 1.9

0

25

50

75

Italy'12


（％）



Italy
















Reasons for considering Italy'12 Reason for deciding Italy'12


destinations/

Total '12

Italy'12

All

destinations/

Total '12

Italy'12

(n=4243) (n=170) (n=4243) (n=170)


Suited my budget 27.6 × 16.7 8.8 　 3.9





It suited the needs of accompanying travelers, such as my children 4.8 　 0.8 1.5 　 ―

It was a location I had wanted to go to from before 21.2 ◎ 44.6 10.3 ◎ 25.6

Accompanying travelers wanted to go there 20.2 ○ 25.4 10.6 　 15.1

I was interested in a particular sightseeing spot 14.3 ◎ 25.2 4.1 　 5.3









City seems good 14.9 ◎ 31.8 1.8 　 4.4

Food seems good 18.8 　 23.0 3.4 　 4.6



Seems safe 17.8 ▲ 9.3 2.0 　 0.3




Hygienic 4.8 　 2.5 0.1 　 ―


Other 8.6 7.1 6.7 4.3

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40 50

Reasons for considering Italy'12

Reason for deciding Italy'12

（％）

Sample

100.0 51.7 34.7 29.8 22.4 21.1 14.5 11.3 10.2 8.5 6.6 6.1 5.7 5.5 4.6 4.1 3.8 3.7 3.6 3.6

( 366 ) ( 189 ) ( 127 ) ( 109 ) ( 82 ) ( 77 ) ( 53 ) ( 41 ) ( 37 ) ( 31 ) ( 24 ) ( 22 ) ( 21 ) ( 20 ) ( 17 ) ( 15 ) ( 14 ) ( 14 ) ( 13 ) ( 13 )

46.5 21.4 9.4 7.4 6.7 8.8 3.9 4.7 0.4 0.7 2.9 0.8 1.5 ― 1.3 1.2 ― 1.1 0.4 1.4

( 170 ) ( 78 ) ( 35 ) ( 27 ) ( 24 ) ( 32 ) ( 14 ) ( 17 ) ( 1 ) ( 3 ) ( 10 ) ( 3 ) ( 6 ) ( 0 ) ( 5 ) ( 4 ) ( 0 ) ( 4 ) ( 1 ) ( 5 )

366 46.4 41.3 27.6 24.8 29.3 41.6 26.4 41.5 2.7 9.7 41.7 13.6 28.6 ― 29.4 26.7 ― 28.6 7.7 38.5

Hawaii

(other

than

Oahu)

Singapore USA East Korea

Countries

of

northern

Europe

EgyptCanada

/ AlaskaGuamOceania Greece

Hawaii

(Oahu)

USA

WestUK

Other

nations in

west

Europe

Turkey

Countries

of

eastern

Europe

Italy France Spain Germany

366



considered the Italy


those who considered the Italy366


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Italy

Destinations actually visited by those who considered the Italy

（％）



Italy


Items considered important Italy'12

All

destinations

/Total '12

Italy'12

(n=2513) (n=122)





Cheap 27.6 ▲ 19.7



Discounts are available for early reservations 7.0 ○ 12.1


Can pay by credit card 16.3 ▲ 8.2





It is a well-known airline 9.1 　 11.8















Transportation is provided to and from hotel 12.9 × 2.8





Travel agency is familiar 11.0 ○ 17.9














Other 1.2 　 1.2


Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

Budg

et

and

conte

nt


0 20 40 60

Items considered important Italy'12（％）







Italy


"sightseeing / viewing" (97.5%) comprised the largest percentage and was followed by "shopping" (83.6%) and

"local hospitality" (79.7%).





Italy'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=158) 95.8

(n=157) 97.5

(n=25) 85.3

(n=156) 72.3

(n=142) 83.6

(n=22) 77.0

(n=158) 79.7

(n=158) 70.0

(n=72) 77.1

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

8.0

12.9

14.8

4.7

29.2

38.3

24.0

5.5

2.6

6.6

7.7

16.3

7.8

22.2

13.8

16.4

12.6

13.7

15.153.1

31.7

50.5

72.3

68.9

59.4

77.4

90.5

88.8%

7.1

7.0

-

-

0.6 3.5

14.7

2.5














Sample

I became more

fond of that

country/area

I'd like to go to

a different area

in that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to stay

longer in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I'd like to try

more luxurious

travel in that

country/area

I made (would

like to make)

an album with

printed out

images

I made (would

like to make)

an album or

movies on a

PC or the web

I wrote (would

like to write)

on a blog or

SNS

None of the

above

Intention to

revisit/total


Italy'12 158 62.9 62.7 52.1 47.2 46.9 35.1 23.5 22.1 18.9 14.6 14.1 7.6 84.3

0

20

40

60

80

Italy'12


（％）




●Legend


Turkey'12 (n=57)

Turkey'11 (n=62)

81.1

89.0

40.8

18.9

11.0

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Turkey'12 (n=67) 10.6

Turkey'11 (n=66) 10.2

18.1 15.7 10.2 11.8 13.9

46.6

46.1

11.0

31.9

40.3

4.6

7.5

6.3

14.7%

-

-

-

1.3

2.6

2.8

0.9

2.1

2.2

9.3

42

Turkey











percentage and was followed by "to experience a different culture" (58.4%).




Profile

Travel Outline





■Travel expenses










transportation."

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Turkey '12 (n=67)

Turkey '11 (n=66)

2.6 12.2 5.7

21.3

28.2

34.3

12.9

10.6

4.6

11.0

13.8

13.1

8.1

3.8

4.6

18.3

23.1

33.42.3

6.8%

2.5

9.9

5.2

11.7


●Legend


Turkey '12 (n=67)

Turkey '11 (n=66) 97.4

79.3

45.7%

2.6

20.7

54.3










■Sex and age



more

Average

(times）

●Legend


Turkey '12 (n=67) 14.0

Turkey '11 (n=66) 13.1

5.0

17.5

9.9

10.8

10.7

10.9

13.3

55.5

69.2

67.14.1

4.9%

4.7

5.0

11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Turkey'12 (n=57) 20.6

Turkey'11 (n=62) 23.3

Average

(tens of

1000s of

yen)

26.6 17.6 11.9

19.7

14.6

20.6

25.4

6.8

15.8

10.4

5.5

11.9-

2.9

17.1%

8.6

4.9

24.0

13.4 36.5 6.0



Turkey





All

destinations/

Total '12

Turkey

'12

(n=5076) (n=67)








Honeymoon 3.5 7.3


Other 6.1 8.5

0 10 20 30 40

All destinations/Total '12 Turkey'12

（％）


（％）

Average


Turkey'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Turkey

'12 57 14.1 8.1 1.0 13.2 13.5 8.6 39.9 1.7 19.1 23.9

'11 62 18.1 13.8 3.9 11.2 5.8 4.7 41.0 1.4 15.0 22.3

（％）

Average


Turkey'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Turkey

'12 57 7.4 7.1 18.2 5.2 15.4 17.0 28.1 1.7 5.6 10.5

'11 62 2.5 6.5 10.4 17.1 10.2 7.8 44.1 1.4 5.6 16.0

'12 57 22.1 14.9 27.1 11.6 15.0 4.8 3.0 1.7 2.4 1.7

'11 62 14.0 18.3 39.2 16.6 6.4 4.1 ― 1.4 2.6 1.3

'12 57 40.3 6.0 13.5 7.8 19.4 8.3 3.0 1.7 2.6 2.0


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Turkey

'12

(n=5076) (n=67)






6 To shop 46.0 30.5






12 To view art 14.1 13.7















27 To engage in sports 7.7 ―

27 To enjoy a concert / musical performance 2.8 ―



27 To attend a wedding ceremony 1.3 ―

27 To benefit my career opportunities 0.7 ―

27 For my children 6.3 ―

Other 5.5 3.1



"no answer."







（％）

Turkey'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=47) (n=67) (n=67)









9 Night tour 9.1 8.5 4.7

10 Trains 6.6 ― 9.3



13 Island tour 3.7 ― ―

14 Theme park ― ― ―

14 Aquariums/zoos ― ― ―

14 To tour locations of filming ― ― ―


14 Diving and snorkeling ― ― ―


14 Skiing and snowboarding ― ― ―

14 Outdoor (fishing, climbing, etc.） ― 2.1 2.1

14 Riding (horseback, rafting, etc.) ― 7.9 4.2

14 Other sports ― ― ―


14 Sports viewing ― ― ―

14 Other event viewing ― ― ―

14 Gambling ― ― ―


14 Car rental ― ― 1.5

Other 3.0 1.2 6.6

Nothing ― 49.8 54.5






Turkey



departure.


the largest percentage and was followed by "travel agency pamphlets" (43.4%) and "information magazines sent from travel agents and

airlines" (33.4%).


"visiting" (19.2%).


"visiting" (21.0%).

▽ A look at the destinations simultaneously considered by those who considered Turkey shows that "Italy" (35.2%) comprised the largest

percentage, followed by "Spain" (33.6%). In terms of actual destinations visited, "Turkey" (38.1%) comprised the largest percentage, followed

by "Italy" (15.5%).


percentage, followed by "nature seems good" (29.3%) and "city seems good" (28.4%). Among the responses given as the reason for deciding,

"it was a location I had wanted to go to from before" (23.3%) comprised the largest percentage.

▽ A look at key factors and points considered important when deciding on a tour shows that "includes spots I want to go to" (57.0%) comprised

the largest percentage and followed by "travel agency is very reliable" (53.5%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Turkey'12 Turkey'11


When started considering 57 5.4 10.0 49.9 16.6 8.4 4.1 2.5 3.2 ― 3.1 3.1 3.2

When booked 57 ― 3.9 37.6 31.4 11.4 8.9 3.6 3.2 ― 2.4 2.2 2.3


10

20

30

40

50

60



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

New

spap

er

ads

Inte

rnet

(sm

artp

hone, e

tc.)

TV

pro

gram

s an

d com

merc

ials

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Acqu

ainta

nces

at t

rave

l

agencie

s

Fre

e fly

ers

and

flyers

in

new

spap

ers

Mobi

le s

ites

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Turkey'12 57 69.5 43.4 33.4 25.9 19.3 9.0 7.6 5.6 5.5 5.0 3.0 1.4 1.0 ― ― ― ― ― 3.0 ―

0

20

40

60

80

100

Turkey'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Turkey'12 57 41.5 22.1 19.2 ― 5.5 19.2 1.8

0

25

50

75

Turkey'12


（％）

Sample

Web/

e-mail †

By


Have not

made

reservations

Don't

know/

Don't

remember


Turkey'12 57 55.1 28.9 21.0 ― ― ― ―

0

25

50

75

Turkey'12


（％）



Turkey
















Reasons for considering Turkey'12Reason for deciding Turkey'12


destinations/

Total '12

Turkey'12

All

destinations/

Total '12

Turkey'12

(n=4243) (n=57) (n=4243) (n=57)


Suited my budget 27.6 　 23.5 8.8 ▲ ―

I just happened to discover a good travel product 9.2 ◎ 20.0 3.2 　 7.7



Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 ▲ ― 2.2 　 ―

Suited my flying time or flight from the closest airport, etc. 5.5 ▲ ― 0.8 　 ―

It was a location I had wanted to go to from before 21.2 ◎ 44.4 10.3 ◎ 23.3

I was interested in a particular sightseeing spot 14.3 ◎ 24.7 4.1 　 ―


Was recommended by family members, acquaintances, friends 7.8 ○ 16.8 1.7 　 5.5


I had been there before and found that it was good 15.8 ▲ 8.9 6.2 ▲ ―


I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 　 4.5 0.2 　 1.5


I was interested in a particular event, activity 5.4 　 1.8 3.0 　 ―


Nature seems good 17.3 ◎ 29.3 3.1 　 5.4

City seems good 14.9 ◎ 28.4 1.8 　 4.8

Climate seems good 18.0 　 17.4 3.0 　 ―

Food seems good 18.8 　 16.9 3.4 　 4.4

Seems safe 17.8 ▲ 11.7 2.0 　 ―




Hygienic 4.8 　 4.7 0.1 　 ―


Other 8.6 4.5 6.7 6.3

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40 50

Reasons for considering Turkey'12

Reason for deciding Turkey'12

（％）

Sample

100.0 35.2 33.6 30.1 22.1 17.1 17.1 15.0 14.7 14.5 14.1 10.2 8.0 6.8 6.4 5.5 5.4 5.2 5.1 4.9

( 151 ) ( 53 ) ( 51 ) ( 45 ) ( 33 ) ( 26 ) ( 26 ) ( 23 ) ( 22 ) ( 22 ) ( 21 ) ( 15 ) ( 12 ) ( 10 ) ( 10 ) ( 8 ) ( 8 ) ( 8 ) ( 8 ) ( 7 )

38.1 15.5 8.7 8.3 4.8 6.6 2.4 5.0 4.1 1.1 2.5 1.1 3.8 1.5 4.7 1.1 1.0 0.4 1.2 0.9

( 57 ) ( 23 ) ( 13 ) ( 13 ) ( 7 ) ( 10 ) ( 4 ) ( 8 ) ( 6 ) ( 2 ) ( 4 ) ( 2 ) ( 6 ) ( 2 ) ( 7 ) ( 2 ) ( 2 ) ( 1 ) ( 2 ) ( 1 )

151 37.7 43.4 25.5 28.9 21.2 38.5 15.4 34.8 27.3 9.1 19.0 13.3 50.0 20.0 70.0 25.0 25.0 12.5 25.0 14.3Rate of actual visit to country /

area considered

Turkey Italy Spain France Germany

Other

nations in

west

Europe

Greece

Countries

of

eastern

Europe

UK Egypt Oceania

Countries

of

northern

Europe

TaiwanHawaii

(Oahu)Korea Morocco Vietnam

USA

WestCambodia

Canada

/ Alaska

151



considered the Turkey



Turkey

151

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Turkey

Destinations actually visited by those who considered the Turkey

（％）



Turkey


Items considered important Turkey'12

All

destinations

/Total '12

Turkey'12

(n=2513) (n=47)




There is city sightseeing 13.4 ◎ 26.3


Cheap 27.6 ▲ 18.5

















Accumulate mileage with the airline used/affiliated 3.9 　 ―

Premium economy or business class or better 1.7 　 ―

Hotel ambiance is nice / Grade of notoriety is high 17.5 ○ 24.4

Hotel facilities and services are complete 11.0 ○ 18.0





Transportation is provided to and from hotel 12.9 × ―









Travel agency is highly specialized 5.1 ○ 10.4


There is a backup desk at destinations 4.8 　 ―

Comes with famous dishes 9.2 ◎ 30.5






Other 1.2 　 ―



Budg

et

and

conte

nt

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 20 40 60

Items considered important Turkey'12（％）







Turkey


"sightseeing / viewing" (98.6%) comprised the largest percentage and was followed by "shopping" (85.9%) and

"local hospitality" (84.0%).


percentage and was followed by "I recommended (would like to recommend) to others that country/area"

(70.1%). Intention to revisit/total was 70.0%.


Turkey'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=60) 97.0

(n=58) 98.6

(n=15) 94.7

(n=57) 66.0

(n=54) 85.9

(n=11) 63.2

(n=60) 84.0

(n=60) 81.1

(n=24) 77.4

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

39.6

24.4

33.3

17.0

37.4

39.5

35.2

-

13.6

4.2

-

13.5

9.6

20.4

9.9

36.8

5.4

13.142.1

41.6

46.6

46.2

52.6

41.6

55.1

89.0

86.1%

9.6

10.9

8.1

-

1.6

7.9

1.4

5.3

1.4














Sample

I became more

fond of that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to stay

longer in that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I made (would

like to make)

an album with

printed out

images

I'd like to try

more luxurious

travel in that

country/area

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Turkey'12 60 70.4 70.1 48.0 45.0 31.9 26.0 22.4 21.5 12.9 11.7 6.5 2.9 70.0

0

20

40

60

80

Turkey'12


（％）




●Legend


USA East'12 (n=92)

USA East'11 (n=113)

37.5

24.3

40.8

62.5

75.7

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


USA East'12 (n=109) 9.2

USA East'11 (n=128) 10.8

18.1 15.7 10.2

8.4

11.8

16.3

17.3

13.9

21.3

17.5

11.0

23.9

20.6

4.6

8.8

12.8

14.7%

2.6

1.6

2.2

4.1

13.3

17.7

11.7

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


USA East '12 (n=109)


13.7

14.8

12.1

8.3

7.0

8.1

21.3

19.0

13.6

12.9

9.3

18.9

11.0

7.8

10.9

8.1

6.5

8.1

18.3

24.7

17.2

6.8% 9.9 11.7

48

USA East











percentage and was followed by "to shop" (48.7%).


percentage and was followed by "art museums and historic museums" (15.7%).


Profile

Travel Outline





■Travel expenses










transportation."


●Legend



USA East '11 (n=128) 38.4

43.6

45.7%

61.6

56.4

54.3










■Sex and age



more

Average

(times）

●Legend


USA East '12 (n=109) 15.4

USA East '11 (n=128) 13.6

3.1

5.6 13.2

17.5

17.4

12.2

10.7

18.9

15.5

55.5

53.9

53.5

4.9%

6.7

11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


USA East'12 (n=92) 22.0

USA East'11 (n=113) 25.6

Average

(tens of

1000s of

yen)

26.6 17.6 11.9

25.3

12.0

14.6

26.8

37.8

6.8

9.5

17.3

5.5

15.7-

2.5

17.1%

4.4

9.6

12.8

17.2 9.0



USA East





All

destinations/

Total '12

USA East

'12

(n=5076) (n=109)








Honeymoon 3.5 ―


Other 6.1 4.1

0 10 20 30 40

All destinations/Total '12 USA East'12

（％）


（％）

Average


USA East'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

USA East

'12 92 3.7 5.7 3.5 14.7 8.9 17.5 46.0 ― 19.1 26.4

'11 113 5.6 9.3 3.5 17.4 20.0 11.4 31.4 1.4 15.0 24.5

（％）

Average


USA East'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

USA East

'12 92 4.0 3.0 11.5 13.9 19.1 24.8 23.7 ― 5.6 5.5

'11 113 2.1 3.3 6.4 17.2 13.1 33.9 22.6 1.4 5.6 7.1

'12 92 4.6 3.4 12.7 27.0 31.4 16.9 4.0 ― 2.4 3.1

'11 113 3.2 4.7 12.3 22.6 27.3 19.2 9.3 1.4 2.6 4.0

'12 92 10.9 2.0 14.0 11.4 23.0 26.0 12.7 ― 2.6 4.2


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

USA East

'12

(n=5076) (n=109)


2 To shop 46.0 48.7

3 To view art 14.1 44.9































Other 5.5 2.7



"no answer."







（％）

USA East'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=35) (n=109) (n=109)







7 Theme park 8.3 4.0 2.6



10 Ethnic cultural experiences 6.5 0.8 ―

10 Trains 6.5 1.8 3.2



13 Diving and snorkeling 5.9 2.6 0.5

13 Gambling 5.9 1.3 1.1


16 Golfing 5.7 2.6 ―


19 Island tour 4.2 3.5 1.8

19 Other marine sports 4.2 ― 1.1


21 Skiing and snowboarding 4.0 0.8 ―

21 Safari jungle tour 4.0 0.8 ―

24 Other sports 2.4 ― 0.6

24 Night tour 2.4 3.3 4.2

24 Instruction 2.4 0.8 ―

24 Car rental 2.4 5.6 1.5



Other ― 1.6 1.6

Nothing 5.0 48.2 37.6

Don't know or don't remember ― ― ―





USA East



departure.


highest percentage by far, and was followed by "guidebooks ( 'Chikyuu no arukikata,' etc.)" (31.6%) and "travel agency pamphlets" (22.3%).


"visiting" (9.6%).


telephone" (8.6%).

▽ A look at the destinations simultaneously considered by those who considered USA east shows that "USA west" (37.4%) comprised the largest

percentage, followed by "France" (15.0%). In terms of actual destinations visited, "USA east" (55.6%) comprised the largest percentage,

followed by "USA west" (18.5%).

▽ Among the responses given as the reasons for considering, "I have family members, relatives, acquaintances, friends at the destination"

(31.4%) comprised the largest percentage, followed by "it was a location I had wanted to go to from before" (21.3%). Among the responses

given as the reason for deciding, "I have family members, relatives, acquaintances, friends at the destination" (25.5%) comprised the largest

percentage.


the largest percentage and followed by "cheap" (40.3%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

USA East'12 USA East'11



When booked 92 3.1 10.1 24.7 19.9 24.0 7.8 6.0 2.8 1.7 2.4 2.4 2.1


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

pam

phle

ts

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Tra

vel a

gency

counte

rs

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Inte

rnet

(sm

artp

hone, e

tc.)

TV

pro

gram

s an

d com

merc

ials

Mobi

le s

ites

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Acqu

ainta

nces

at t

rave

l

agencie

s

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Seik

yo p

amph

lets

and

counte

rs

New

spap

er

ads

Fre

e fly

ers

and

flyers

in

new

spap

ers

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


USA East'12 92 85.8 31.6 22.3 17.3 14.7 11.1 9.7 7.8 6.3 5.4 4.7 2.8 2.5 2.5 2.2 1.2 0.6 0.6 ― 5.0

0

20

40

60

80

100

USA East'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


USA East'12 92 71.7 17.7 9.6 2.5 1.9 14.1 1.5

0

30

60

90

USA East'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


USA East'12 92 80.0 12.7 8.6 1.7 2.8 ― 0.9

0

30

60

90

USA East'12


（％）



USA East

















Reasons for considering USA East'12Reason for deciding USA East'12


destinations/

Total '12

USA East'12

All

destinations/

Total '12

USA East'12

(n=4243) (n=92) (n=4243) (n=92)

Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 × 19.7 11.0 　 6.3

Suited my budget 27.6 × 16.6 8.8 　 5.7

Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 ○ 12.9 2.2 　 3.3

Because I wanted to earn miles 3.4 ○ 10.0 0.5 　 1.7




I have family members, relatives, acquaintances, friends at the destination 8.6 ◎ 31.4 6.4 ◎ 25.5


I was interested in a particular sightseeing spot 14.3 　 18.0 4.1 　 5.1

Accompanying travelers wanted to go there 20.2 ▲ 14.7 10.6 　 9.0






Was recommended by a travel agent 1.5 　 1.9 0.5 　 ―


City seems good 14.9 　 17.2 1.8 　 3.0

Nature seems good 17.3 ▲ 11.0 3.1 　 ―

Seems safe 17.8 ▲ 9.4 2.0 　 ―

Timing of the trip seems good (best season at that destination, etc.) 6.6 　 8.1 1.6 　 ―


Climate seems good 18.0 × 4.1 3.0 　 2.6

Food seems good 18.8 × 3.1 3.4 　 ―


Hygienic 4.8 　 2.1 0.1 　 ―


Other 8.6 9.0 6.7 4.5

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40

Reasons for considering USA East'12

Reason for deciding USA East'12

（％）

Sample

100.0 37.4 15.0 14.6 14.2 13.3 11.5 10.9 9.9 8.0 7.0 6.3 5.8 4.9 4.8 4.8 4.4 4.3 4.1 3.9

( 166 ) ( 62 ) ( 25 ) ( 24 ) ( 23 ) ( 22 ) ( 19 ) ( 18 ) ( 16 ) ( 13 ) ( 12 ) ( 10 ) ( 10 ) ( 8 ) ( 8 ) ( 8 ) ( 7 ) ( 7 ) ( 7 ) ( 6 )

55.6 18.5 6.7 1.4 6.0 3.0 2.7 3.5 0.9 2.8 1.7 0.8 1.0 0.9 ― 0.9 ― 0.6 1.0 *

( 92 ) ( 31 ) ( 11 ) ( 2 ) ( 10 ) ( 5 ) ( 5 ) ( 6 ) ( 1 ) ( 5 ) ( 3 ) ( 1 ) ( 2 ) ( 2 ) ( 0 ) ( 2 ) ( 0 ) ( 1 ) ( 2 ) *

166 55.4 50.0 44.0 8.3 43.5 22.7 26.3 33.3 6.3 38.5 25.0 10.0 20.0 25.0 ― 25.0 ― 14.3 28.6 *

Saipan Phuket Singapore HokkaidoGuam Korea

Other

nations in

west

Europe

Hawaii

(other

than

Oahu)

Oceania Italy Spain

Hong

Kong

/ Macau

Canada

/ AlaskaUK

Hawaii

(Oahu)GermanyUSA East

USA

WestFrance

USA

South

166



considered the USA East


those who considered the USA

East

166


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the USA East

Destinations actually visited by those who considered the USA East

（％）



USA East


Items considered important USA East'12

All

destinations

/Total '12

USA East'12

(n=2513) (n=35)


Cheap 27.6 ◎ 40.3


There is a lot of free time 19.8 ○ 25.4





Can visit many tourist spots 13.7 ▲ 5.3

There is city sightseeing 13.4 ▲ 5.3




It is an assuring airline 22.6 ▲ 17.4









Aircraft equipment is good (new, clean) 2.1 　 ―



Transportation is provided to and from hotel 12.9 ○ 18.8








Travel agency has good ability to arrange and do good work 8.5 ◎ 29.6



Comes with guide 18.2 　 17.6






All breakfasts provided 11.9 ▲ 6.4



Comes with famous dishes 9.2 ▲ 2.9


All meals provided 12.3 ▲ 2.4

Other 1.2 　 1.8


Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

Budg

et

and

conte

nt


0 10 20 30 40 50

Items considered important USA East'12（％）







USA East








USA East'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=101) 97.0

(n=99) 95.1

(n=32) 92.8

(n=95) 77.3

(n=89) 87.7

(n=27) 86.1

(n=101) 75.0

(n=101) 80.4

(n=60) 88.0

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

18.4

14.1

36.5

34.1

23.9

40.5

39.4

27.8

0.8

-

11.7

2.6

13.5

12.4

4.4

7.2

11.0

9.7

11.6

7.2

60.2

41.0

34.5

62.3

53.7

40.8

78.6

76.7

79.4% 17.6

-

3.0

7.7

10.9

4.9

2.2














Sample

I became more

fond of that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to stay

longer in that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I made (would

like to make)

an album with

printed out

images

I wrote (would

like to write)

on a blog or

SNS

I'd like to try

more luxurious

travel in that

country/area

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


USA East'12 101 55.7 44.2 43.1 42.9 42.3 22.7 20.3 17.2 12.8 10.0 8.6 10.3 72.6

0

20

40

60

USA East'12


（％）




●Legend


USA West'12 (n=155)

USA West'11 (n=165)

34.7

36.6

40.8

65.3

63.4

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


USA West'12 (n=192) 12.3

USA West'11 (n=189) 9.2

18.1 15.7 10.2

8.1

11.8

25.2

21.4

13.9

13.4

20.7

11.0

20.2

17.9

4.6

13.9

10.9

14.7%

0.7

1.3

1.3

2.9

12.0

16.8

13.3

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


USA West '12 (n=192)


8.1

9.8

7.7

12.1

15.9

16.5

21.3

21.6

21.2

12.9

13.8

8.6

11.0

9.7

9.2

8.1

9.3

8.4

18.3

14.0

14.2

6.8% 9.9 11.7

54

USA West

●Profile▽ Sex and age: "male 50 yrs or older" (21.6%) comprised the largest percentage and was followed by "male 40-

49 yrs" (15.9%).








▽ In terms of purposes of travel, "to shop" (54.8%) comprised the largest percentage and was followed by "to

visit famous sites and historic spots" (39.0%).


percentage and was followed by "theme park" (13.7%).


Profile

Travel Outline





■Travel expenses










transportation."


●Legend



USA West '11 (n=189) 31.9

34.2

45.7%

68.1

65.8

54.3










■Sex and age



more

Average

(times）

●Legend


USA West '12 (n=192) 16.2

USA West '11 (n=189) 16.5

4.3

5.5

9.8

8.9

17.5

15.0

15.8

10.7

9.7

7.6

55.5

61.3

62.3

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


USA West'12 (n=155) 20.3

USA West'11 (n=165) 24.0

Average

(tens of

1000s of

yen)

26.6 17.6

17.8

11.9

14.3

16.7

14.6

26.7

24.4

6.8

9.2

16.1

5.5

13.40.9

1.0

17.1%

10.6

12.6 31.2 5.0



USA West





All

destinations/

Total '12

USA West

'12

(n=5076) (n=192)








Honeymoon 3.5 1.2


Other 6.1 5.8

0 10 20 30

All destinations/Total '12 USA West'12

（％）


（％）

Average


USA West'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

USA West

'12 155 7.7 6.2 2.0 10.1 10.8 17.3 45.5 0.4 19.1 30.1

'11 165 8.6 17.5 5.5 15.9 10.5 10.1 30.4 1.5 15.0 22.1

（％）

Average


USA West'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

USA West

'12 155 1.4 3.7 13.1 9.6 16.8 20.8 34.3 0.4 5.6 8.3

'11 165 3.9 4.0 13.9 12.5 17.8 22.3 24.1 1.5 5.6 7.2

'12 155 5.3 6.2 16.1 18.3 15.3 26.9 11.5 0.4 2.4 4.1

'11 165 4.4 4.2 23.1 20.5 13.5 19.5 13.3 1.5 2.6 4.0

'12 155 14.0 6.5 10.8 13.2 17.6 21.9 15.5 0.4 2.6 4.5


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

USA West

'12

(n=5076) (n=192)

1 To shop 46.0 54.8











12 To view art 14.1 15.1






















Other 5.5 10.9



"no answer."







（％）

USA West'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=54) (n=192) (n=192)


2 Theme park 13.7 6.2 6.6










12 Island tour 1.1 1.8 1.0


12 Riding (horseback, rafting, etc.) 1.1 ― 1.8



17 Golfing ― 0.5 0.5




17 Outdoor (fishing, climbing, etc.） ― ― 2.4


17 Safari jungle tour ― ― 0.5

17 Gambling ― 0.9 1.4

17 Night tour ― 1.2 1.8


17 Ethnic cultural experiences ― ― ―

17 Trains ― ― 1.9

17 Car rental ― 16.6 4.6

Other ― 2.5 4.5

Nothing ― 44.3 48.3

Don't know or don't remember 4.4 4.6 4.2





USA West



departure.


highest percentage by far and was followed by "guidebooks ( 'Chikyuu no arukikata,' etc.)" (21.4%) and "travel agency pamphlets"(19.9%).


"visiting" (16.0%).


"visiting" (15.5%).

▽ A look at the destinations simultaneously considered by those who considered USA West shows that "USA east" (26.0%) comprised the largest

percentage, followed by "Hawaii (Oahu)" (15.5%). In terms of actual destinations visited, "USA west" (65.2%) comprised the largest

percentage, followed by "USA east" (6.6%).

▽ Among the responses given as the reasons for considering, "city seems good" (26.5%) comprised the largest percentage, followed by "suited

my date of departure, date of return, day of the week, travel period, etc." (23.5%). Among the responses given as the reason for deciding, "I

have family members, relatives, acquaintances, friends at the destination" (18.7%) comprised the largest percentage.


the largest percentage and followed by "it is an assuring airline" (41.3%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

USA West'12 USA West'11



When booked 155 6.4 9.0 24.2 22.7 25.5 5.4 3.5 2.0 1.2 2.4 2.8 2.3


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

pam

phle

ts

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Tra

vel a

gency

counte

rs

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Inte

rnet

(sm

artp

hone, e

tc.)

New

spap

er

ads

TV

pro

gram

s an

d com

merc

ials

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Acqu

ainta

nces

at t

rave

l

agencie

s

Fre

e fly

ers

and

flyers

in

new

spap

ers

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Seik

yo p

amph

lets

and

counte

rs

Mobi

le s

ites

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


USA West'12 155 83.2 21.4 19.9 15.9 9.1 9.1 6.7 4.6 3.3 2.3 2.1 2.0 1.9 1.6 1.5 0.7 0.7 0.4 0.4 5.0

0

20

40

60

80

100

USA West'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


USA West'12 155 63.7 28.4 16.0 ― 1.1 13.3 2.6

0

25

50

75

USA West'12


（％）

Sample

Web/

e-mail †

By


Have not

made

reservations

Don't

know/

Don't

remember


USA West'12 155 72.9 16.7 15.5 1.1 1.0 1.1 1.8

0

25

50

75

USA West'12


（％）



Sample

100.0 26.0 15.5 12.2 11.1 9.6 9.3 9.0 8.8 8.1 7.4 6.8 4.9 4.8 4.5 4.5 4.4 3.6 3.5 3.3 3.3 3.3

( 238 ) ( 62 ) ( 37 ) ( 29 ) ( 26 ) ( 23 ) ( 22 ) ( 21 ) ( 21 ) ( 19 ) ( 18 ) ( 16 ) ( 12 ) ( 11 ) ( 11 ) ( 11 ) ( 10 ) ( 8 ) ( 8 ) ( 8 ) ( 8 ) ( 8 )

65.2 6.6 5.0 2.5 1.3 1.6 4.0 2.7 3.0 2.3 2.7 1.5 1.7 1.9 1.2 0.5 1.9 0.7 0.7 0.4 1.1 *

( 155 ) ( 16 ) ( 12 ) ( 6 ) ( 3 ) ( 4 ) ( 9 ) ( 6 ) ( 7 ) ( 6 ) ( 6 ) ( 4 ) ( 4 ) ( 5 ) ( 3 ) ( 1 ) ( 5 ) ( 2 ) ( 2 ) ( 1 ) ( 3 ) *

238 65.1 25.8 32.4 20.7 11.5 17.4 40.9 28.6 33.3 31.6 33.3 25.0 33.3 45.5 27.3 9.1 50.0 25.0 25.0 12.5 37.5 *Rate of actual visit to country /

area considered

Turkey HokkaidoUSA

WestUSA East

Hawaii

(Oahu)France

USA

SouthUK Italy Oceania

Canada

/ Alaska

Hawaii

(other

than

Oahu)

Spain Germany

Other

nations in

west

Europe

Guam

Hong

Kong

/ Macau

Singapore Taiwan Egypt Saipan

Countries

of

northern

Europe

238



considered the USA West


those who considered the USA

West

238

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the USA West

Destinations actually visited by those who considered the USA West

（％）

57

USA West

















Reasons for considering USA West'12Reason for deciding USA West'12


destinations/

Total '12

USA West'12

All

destinations/

Total '12

USA West'12

(n=4243) (n=155) (n=4243) (n=155)


Suited my budget 27.6 × 17.5 8.8 　 6.0

Because I wanted to earn miles 3.4 ○ 10.9 0.5 　 0.6





I have family members, relatives, acquaintances, friends at the destination 8.6 ◎ 23.0 6.4 ◎ 18.7

I had been there before and found that it was good 15.8 ○ 22.0 6.2 　 9.8


I was interested in a particular sightseeing spot 14.3 ○ 20.0 4.1 　 4.6








City seems good 14.9 ◎ 26.5 1.8 　 3.1


Seems safe 17.8 　 21.4 2.0 　 1.5


Food seems good 18.8 　 18.2 3.4 　 ―





Hygienic 4.8 　 4.3 0.1 　 ―

Other 8.6 10.5 6.7 7.6

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30

Reasons for considering USA West'12

Reason for deciding USA West'12

（％）



USA West


Items considered important USA West'12

All

destinations

/Total '12

USA West'12

(n=2513) (n=54)


Cheap 27.6 ○ 36.2

Content/Breakdown of the price indicated is clear 20.4 ◎ 33.6











It is a Japanese airline 6.8 ◎ 22.4


It is a well-known airline 9.1 ◎ 20.8



Aircraft amenities (width of seats, etc.) are good 2.0 ○ 8.0






Hotel location is good 24.5 ○ 34.0

Transportation is provided to and from hotel 12.9 ◎ 23.5







Travel agency is very reliable 31.5 ▲ 26.5

Travel agency response is thorough 12.9 ◎ 23.0


There are local staff who speak Japanese 12.5 ○ 17.8













Other 1.2 　 ―



Budg

et

and

conte

nt

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 20 40 60

Items considered important USA West'12（％）







USA West






was 80.4%.


USA West'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=186) 96.4

(n=171) 95.7

(n=75) 93.7

(n=179) 83.9

(n=172) 90.7

(n=51) 83.9

(n=186) 87.2

(n=186) 86.2

(n=112) 92.7

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

12.6

9.9

22.1

18.0

7.9

26.0

27.1

13.8

0.5

0.9

8.7

1.4

2.4

6.9

5.9

0.5

7.4

7.9

13.7

5.9

8.0

6.878.9

59.0

61.1

76.0

72.7

61.8

83.8

83.1

85.2% 11.2

0.9 5.5

3.4

3.1














Sample

I became more

fond of that

country/area

I'd like to stay

longer in that

country/area

I'd like to go to

a different area

in that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

traveling more

deeply in the

same area

I'd like to try

more luxurious

travel in that

country/area

I collected

(would like to

collect)

information

about that

country/area

I made (would

like to make)

an album with

printed out

images

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


USA West'12 186 62.9 60.6 54.1 46.6 40.2 37.3 29.3 25.9 13.8 11.9 9.2 6.5 80.4

0

20

40

60

80

USA West'12


（％）




●Legend


Canada / Alaska'12 (n=61)

Canada / Alaska'11 (n=72)

64.3

54.9

40.8

35.7

45.1

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Canada / Alaska'12 (n=68) 12.5


18.1 15.7 10.2

17.9

11.8

18.0

9.2

13.9

24.9

24.9

11.0

22.9

24.1

4.6

10.1

9.9

14.7%

0.8

3.8

1.7

0.7

12.7

9.6

8.9

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Canada / Alaska '12 (n=68)


10.9

4.0

9.6 2.8

21.3

27.7

20.2

12.9

11.9

19.5

11.0

9.9

10.1

8.1

6.5

7.1

18.3

20.7

30.5

6.8%

5.3

9.9

3.3

11.7

60

Canada / Alaska










▽ In terms of purposes of travel, "to enjoy nature" (49.4%) comprised the largest percentage and was followed by

"to visit famous sites and historic spots" (40.3%).


percentage and was followed by "famous dishes" (34.0%).


Profile

Travel Outline





■Travel expenses










transportation."


●Legend



Canada / Alaska '11 (n=78) 63.2

56.3

45.7%

36.8

43.7

54.3










■Sex and age



more

Average

(times）

●Legend




4.6

2.6

15.0

15.0

17.5

20.1

15.5

10.7

7.5

20.6

55.5

52.8

46.4

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend




Average

(tens of

1000s of

yen)

26.6 17.6

10.0

11.9

9.3

14.7

14.6

16.6

24.5

6.8

17.6

26.7

5.5

17.1-

-

17.1%

7.1

6.5 19.9 30.1



Canada / Alaska





All

destinations/

Total '12

Canada /

Alaska

'12

(n=5076) (n=68)








Honeymoon 3.5 2.3


Other 6.1 7.3

0 10 20 30

All destinations/Total '12 Canada / Alaska'12

（％）


（％）

Average


Canada / Alaska'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Canada /

Alaska

'12 61 10.9 15.2 4.0 15.1 4.2 5.8 44.9 ― 19.1 35.1

'11 72 8.1 18.9 12.9 23.3 13.9 9.3 11.1 2.5 15.0 14.4

（％）

Average


Canada / Alaska'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Canada /

Alaska

'12 61 7.1 2.8 11.2 11.9 19.8 26.3 20.9 ― 5.6 8.2

'11 72 3.6 4.3 15.7 18.8 20.6 21.5 12.9 2.5 5.6 4.5

'12 61 14.7 4.8 26.2 12.3 23.9 12.5 5.4 ― 2.4 2.9

'11 72 7.7 6.5 27.5 15.3 22.2 11.7 7.7 1.4 2.6 3.5

'12 61 19.1 3.9 14.0 13.7 17.6 24.8 7.0 ― 2.6 3.9


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Canada /

Alaska

'12

(n=5076) (n=68)




4 To shop 46.0 31.2












16 To view art 14.1 11.4















31 Beauty treatments and massages 15.2 ―

31 To see an event held during a particular time (carnival in Rio, etc.） 1.5 ―


Other 5.5 2.4



"no answer."







（％）

Canada / Alaska'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=39) (n=68) (n=68)


2 Famous dishes 34.0 ― 8.3




6 Night tour 9.8 2.1 5.0


7 Art museums and historic museums 8.0 ― 14.1

9 Theme park 7.6 4.4 4.5

10 Ethnic cultural experiences 5.2 ― 1.2

11 Other sports 4.2 ― ―

12 Dinner cruise 4.0 ― ―


14 Trains 3.6 2.5 3.3

15 Outdoor (fishing, climbing, etc.） 3.5 ― 1.7

16 Aquariums/zoos 2.6 ― 9.7



19 Golfing 1.5 ― 3.4

19 Other marine sports 1.5 ― ―

19 Instruction 1.5 ― ―




22 Riding (horseback, rafting, etc.) ― ― ―


22 Other event viewing ― ― 1.2

22 Gambling ― ― 1.2

22 Car rental ― 3.3 4.6

Other 2.1 0.9 ―

Nothing 4.4 53.0 45.5






Canada / Alaska



departure.


the largest percentage and was followed by "travel agency pamphlets" (25.3%) and "travel agency counters" (17.6%).


"visiting" (16.6%).


telephone" (10.4%).

▽ A look at the destinations simultaneously considered by those who considered Canada / Alaska shows that "Oceania" (21.8%) comprised the

largest percentage, followed by "USA east" (18.3%). In terms of actual destinations visited, "Canada / Alaska" (47.6%) comprised the largest

percentage, followed by "USA east" (9.4%).

▽ Among the responses given as the reasons for considering, "nature seems good" (39.5%) comprised the highest percentage by far, followed by

"suited my date of departure, date of return, day of the week, travel period, etc." (24.9%). Among the responses given as the reason for

deciding, "nature seems good" (21.9%) comprised the largest percentage.

▽ A look at key factors and points considered important when deciding on a tour shows that "it is an assuring airline" (39.5%) comprised the

largest percentage and followed by "comes with guide" (37.8%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Canada /

Alaska'12

Canada /

Alaska'11

When first thought of traveling 61 22.5 17.7 28.2 13.9 11.0 ― 2.1 2.0 2.6 4.5 5.6 5.4


When booked 61 5.0 10.3 25.0 21.6 19.8 9.3 3.4 3.0 2.6 2.4 2.7 2.5


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Tra

vel a

gency

counte

rs

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

New

spap

er

ads

Inte

rnet

(sm

artp

hone, e

tc.)

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Mobi

le s

ites

Fre

e fly

ers

and

flyers

in

new

spap

ers

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Acqu

ainta

nces

at t

rave

l

agencie

s

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

TV

pro

gram

s an

d com

merc

ials

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Canada / Alaska'12 61 73.5 25.3 17.6 12.4 12.4 10.5 9.6 7.5 5.8 3.3 3.2 2.3 2.3 2.3 2.3 1.3 1.3 0.9 ― 3.9

0

20

40

60

80

100

Canada / Alaska'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Canada / Alaska'12 61 50.0 21.3 16.6 0.9 4.5 14.4 10.5

0

25

50

75

Canada / Alaska'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Canada / Alaska'12 61 59.6 17.6 10.4 ― 6.1 2.8 9.5

0

25

50

75

Canada / Alaska'12


（％）



Sample

100.0 21.8 18.3 16.9 16.3 14.2 13.2 11.4 11.1 10.7 9.1 8.7 8.4 7.1 6.7 6.2 6.1 5.8 5.8 5.4

( 128 ) ( 28 ) ( 23 ) ( 22 ) ( 21 ) ( 18 ) ( 17 ) ( 15 ) ( 14 ) ( 14 ) ( 12 ) ( 11 ) ( 11 ) ( 9 ) ( 9 ) ( 8 ) ( 8 ) ( 7 ) ( 7 ) ( 7 )

47.6 8.1 9.4 2.3 8.0 8.5 3.6 4.0 2.7 3.2 2.3 0.7 2.1 ― 1.6 1.1 2.7 0.8 ― *

( 61 ) ( 10 ) ( 12 ) ( 3 ) ( 10 ) ( 11 ) ( 5 ) ( 5 ) ( 3 ) ( 4 ) ( 3 ) ( 1 ) ( 3 ) ( 0 ) ( 2 ) ( 1 ) ( 3 ) ( 1 ) ( 0 ) *

128 47.7 35.7 52.2 13.6 47.6 61.1 29.4 33.3 21.4 28.6 25.0 9.1 27.3 ― 22.2 12.5 37.5 14.3 ― *

Korea Turkey

Hawaii

(other

than

Oahu)

HokkaidoSpainUSA

SouthSaipan Guam

Other

nations in

west

Europe

GermanyHawaii

(Oahu)

Countries

of

eastern

Europe

USA

West

Countries

of

northern

Europe

Italy FranceCanada

/ AlaskaOceania USA East UK

128


considered by those who considered

the Canada / Alaska

Destinations actually visited by those

who considered the Canada / Alaska128


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Canada / Alaska

Destinations actually visited by those who considered the Canada / Alaska

（％）

63

Canada / Alaska

Of the 128 respondents who considered Canada / Alaska

・those who actually visited Canada / those who considered Canada = 58 / 121

・those who actually visited Alaska / those who considered Alaska = 4 / 17






† Of those who considered Canada or Alaska as destinations, those who actually visited either area were counted in "Destinations actually visited."












Reasons for considering Canada / Alaska'12Reason for deciding Canada / Alaska'12


destinations/

Total '12

Canada /

Alaska'12

All

destinations/

Total '12

Canada /

Alaska'12

(n=4243) (n=61) (n=4243) (n=61)


Suited my budget 27.6 × 16.2 8.8 ▲ 2.9





It suited the needs of accompanying travelers, such as my children 4.8 　 ― 1.5 　 ―





Was recommended by family members, acquaintances, friends 7.8 　 10.7 1.7 　 ―






I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 　 ― 0.2 　 ―

Nature seems good 17.3 ◎ 39.5 3.1 ◎ 21.9

Seems safe 17.8 　 18.4 2.0 　 5.0

City seems good 14.9 　 17.8 1.8 　 1.4


Food seems good 18.8 ▲ 10.9 3.4 　 0.9



Hygienic 4.8 　 5.4 0.1 　 ―



Other 8.6 4.6 6.7 3.7

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40

Reasons for considering Canada / Alaska'12

Reason for deciding Canada / Alaska'12

（％）



Canada / Alaska


Items considered important Canada / Alaska'12

All

destinations

/Total '12

Canada /

Alaska'12

(n=2513) (n=39)

Cheap 27.6 　 27.3


Price is cheap for the content 52.5 × 24.7



Content/Breakdown of the price indicated is clear 20.4 ▲ 15.2



Time stayed at destination is long 8.8 ▲ 3.6


Discounts are available for early reservations 7.0 ▲ ―












Departs from nearest airport 7.7 ▲ ―





Transportation is provided to and from hotel 12.9 　 11.6











Travel agency is well known 10.6 ▲ 4.2



Travel agency is highly specialized 5.1 ▲ ―






Can increase or decrease the number of nights 2.0 　 ―

Other 1.2 　 4.2


Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

Budg

et

and

conte

nt


0 10 20 30 40 50

Items considered important Canada / Alaska'12（％）







Canada / Alaska


"sightseeing / viewing" (95.7%) comprised the largest percentage and was followed by "safety / hygiene"

(92.0%) and "local hospitality" (85.5%).





Canada / Alaska'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=62) 98.7

(n=62) 95.7

(n=22) 84.2

(n=58) 78.3

(n=57) 72.0

(n=13) 67.7

(n=62) 85.5

(n=62) 92.0

(n=32) 84.7

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

9.4

13.8

26.1

23.8

11.3

24.6

17.6

34.8

-

-

11.3

8.0

4.6

10.2

-

10.5

20.0

27.7

4.3

15.349.9

74.4

60.9

56.5

48.2

52.1

70.4

86.3

91.4% 7.3

0.9

-

7.1

15.8

4.3

1.3














Sample

I became more

fond of that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to stay

longer in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to go to

a different area

in that

country/area

I made (would

like to make)

an album with

printed out

images

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I'd like to try

more luxurious

travel in that

country/area

I made (would

like to make)

an album or

movies on a

PC or the web

I wrote (would

like to write)

on a blog or

SNS

None of the

above

Intention to

revisit/total


Canada / Alaska'12 62 64.7 55.7 47.8 41.2 36.3 28.9 18.9 13.2 12.4 12.0 7.4 6.0 70.6

0

20

40

60

80

Canada / Alaska'12


（％）




●Legend


Hawaii (Oahu)'12 (n=392)

Hawaii (Oahu)'11 (n=384)

61.7

64.9

40.8

38.3

35.1

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Hawaii (Oahu)'12 (n=459) 7.5

Hawaii (Oahu)'11 (n=453) 7.3

18.1 15.7 10.2

30.1

11.8

24.1

23.4

13.9

15.6

14.0

11.0

9.2

8.6

4.614.7%

0.2

1.3

2.9

3.4

17.9

17.8

26.4 3.7

1.4

66

Hawaii (Oahu)


49 yrs" (18.2%).









relax and rest" (64.0%).


percentage and was followed by "to visit famous sites and historic spots" (5.4%).


Profile

Travel Outline





■Travel expenses










transportation."

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Hawaii (Oahu) '12 (n=459)


3.7

5.0

12.3

12.6

18.2

12.4

21.3

18.4

20.4

12.9

8.9

9.8

11.0

13.8

13.8

8.1

10.2

9.7

18.3

14.5

16.3

6.8% 9.9 11.7


●Legend



Hawaii (Oahu) '11 (n=453) 28.0

27.7

45.7%

72.0

72.3

54.3










■Sex and age



more

Average

(times）

●Legend


Hawaii (Oahu) '12 (n=459) 14.2

Hawaii (Oahu) '11 (n=453) 13.7

6.2

6.0

10.6

9.3

17.5

12.7

18.4

10.7

10.1

13.4

55.5

60.4

52.9

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Hawaii (Oahu)'12 (n=392) 20.1

Hawaii (Oahu)'11 (n=384) 20.1

Average

(tens of

1000s of

yen)

26.6 17.6

21.0

11.9

20.3

19.3

14.6

22.5

28.2

6.8

8.5

10.9

5.5

6.41.0

5.5

17.1%

13.1

12.0 23.1 7.9



All

destinations/

Total '12

Hawaii (Oahu)

'12

(n=5076) (n=459)








Honeymoon 3.5 8.4


Other 6.1 5.8

0 10 20 30

All destinations/Total '12 Hawaii (Oahu)'12

（％）

67

Hawaii (Oahu)






（％）

Average


Hawaii (Oahu)'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Hawaii (Oahu)

'12 392 4.1 5.9 5.0 13.4 9.1 13.7 48.2 0.5 19.1 34.9

'11 384 4.1 9.5 4.9 20.9 12.9 12.6 34.8 0.2 15.0 26.1

（％）

Average


Hawaii (Oahu)'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Hawaii (Oahu)

'12 392 2.7 1.8 4.5 9.3 14.2 25.6 41.4 0.5 5.6 13.1

'11 384 0.8 1.2 5.6 8.8 13.1 28.7 41.6 0.2 5.6 11.4

'12 392 1.2 1.5 13.9 18.5 24.7 25.0 14.7 0.5 2.4 4.6

'11 384 1.0 1.7 14.0 16.2 30.3 25.7 10.7 0.4 2.6 4.3

'12 392 10.9 4.2 18.8 18.9 16.9 18.0 11.6 0.7 2.6 3.6


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Hawaii

(Oahu)

'12

(n=5076) (n=459)

1 To shop 46.0 65.7























24 To view art 14.1 2.7










Other 5.5 3.9



"no answer."







（％）

Hawaii (Oahu)'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=242) (n=459) (n=459)










10 Theme park 1.4 2.1 2.0

11 Other sports 0.7 1.6 0.5

12 Night tour 0.6 1.9 2.3

13 Golfing 0.4 4.2 5.3






18 Other marine sports ― 3.3 5.3




18 Safari jungle tour ― 0.6 1.0

18 Sports viewing ― 0.3 0.2

18 Other event viewing ― 0.7 1.0



18 Trains ― 0.5 ―

18 Car rental ― 16.5 3.7

Other ― 2.8 1.9

Nothing 2.9 38.1 43.2






Hawaii (Oahu)



departure.


the largest percentage and was followed by "travel agency pamphlets" (34.7%) and "Guidebook-style magazines such as "Rurubu Hawaii,"

etc." (26.2%).


"visiting" (24.2%).


telephone" (18.0%).

▽ A look at the destinations simultaneously considered by those who considered Hawaii (Oahu) shows that "Hawaii (other than Oahu)" (29.2%)

comprised the largest percentage, followed by "Guam" (23.6%). In terms of actual destinations visited, "Hawaii (Oahu)" (69.8%) comprised the

largest percentage, followed by "Guam" (9.1%) and "Hawaii (other than Oahu)" (8.6%).

▽ Among the responses given as the reasons for considering, "climate seems good" (39.8%) comprised the largest percentage, followed by

"nature seems good" (30.9%). Among the responses given as the reason for deciding, "I had been there before and found that it was good"

(14.2%) comprised the largest percentage.

▽ A look at key factors and points considered important when deciding on a tour shows that "hotel location is good" (45.2%) comprised the largest

percentage and followed by "price is cheap for the content" (44.4%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Hawaii

(Oahu)'12

Hawaii

(Oahu)'11



When booked 392 10.3 10.5 30.3 18.6 19.1 4.5 3.7 0.7 2.5 2.4 3.3 3.1


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Tra

vel a

gency

counte

rs

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Inte

rnet

(sm

artp

hone, e

tc.)

TV

pro

gram

s an

d com

merc

ials

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Acqu

ainta

nces

at t

rave

l

agencie

s

New

spap

er

ads

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Fre

e fly

ers

and

flyers

in

new

spap

ers

Mobi

le s

ites

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Hawaii (Oahu)'12 392 80.9 34.7 26.2 22.0 19.4 9.2 8.2 6.1 5.3 4.0 3.7 3.1 3.0 2.1 1.0 0.7 0.2 0.2 1.4 2.7

0

20

40

60

80

100

Hawaii (Oahu)'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Hawaii (Oahu)'12 392 54.8 31.3 24.2 0.9 0.6 9.9 2.4

0

25

50

75

Hawaii (Oahu)'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Hawaii (Oahu)'12 392 59.0 28.2 18.0 0.4 0.8 0.6 1.4

0

25

50

75

Hawaii (Oahu)'12


（％）



Hawaii (Oahu)

















Reasons for considering Hawaii (Oahu)'12Reason for deciding Hawaii (Oahu)'12


destinations/

Total '12

Hawaii

(Oahu)'12

All

destinations/

Total '12

Hawaii

(Oahu)'12

(n=4243) (n=392) (n=4243) (n=392)


Suited my budget 27.6 ▲ 20.4 8.8 　 6.1

It suited the needs of accompanying travelers, such as my children 4.8 ○ 9.9 1.5 　 2.9





I had been there before and found that it was good 15.8 ○ 24.6 6.2 ○ 14.2


It was a location I had wanted to go to from before 21.2 ▲ 13.3 10.3 　 7.7



I was interested in a particular sightseeing spot 14.3 ▲ 7.1 4.1 　 2.0


I have family members, relatives, acquaintances, friends at the destination 8.6 ▲ 3.3 6.4 　 1.8




Climate seems good 18.0 ◎ 39.8 3.0 ○ 9.5


Seems safe 17.8 ○ 24.8 2.0 　 1.9

City seems good 14.9 　 17.2 1.8 　 2.2

Food seems good 18.8 　 15.9 3.4 　 ―


Hotel I want to stay at seems good 4.4 ○ 9.8 1.6 　 4.3



Hygienic 4.8 　 6.1 0.1 　 0.2

Other 8.6 8.9 6.7 6.5

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40 50

Reasons for considering Hawaii (Oahu)'12

Reason for deciding Hawaii (Oahu)'12

（％）

Sample

100.0 29.2 23.6 12.7 11.4 6.6 5.9 4.9 4.9 4.9 4.8 4.5 4.3 4.2 3.8 3.5 3.4 3.4 3.1 2.9

( 562 ) ( 164 ) ( 133 ) ( 72 ) ( 64 ) ( 37 ) ( 33 ) ( 28 ) ( 28 ) ( 28 ) ( 27 ) ( 25 ) ( 24 ) ( 24 ) ( 21 ) ( 19 ) ( 19 ) ( 19 ) ( 17 ) ( 17 )

69.8 8.6 9.1 1.5 1.9 3.0 0.7 1.2 1.2 1.2 * 0.6 1.8 * 0.8 0.8 0.8 0.7 ― 0.3

( 392 ) ( 48 ) ( 51 ) ( 8 ) ( 11 ) ( 17 ) ( 4 ) ( 7 ) ( 7 ) ( 7 ) * ( 4 ) ( 10 ) * ( 4 ) ( 4 ) ( 5 ) ( 4 ) ( 0 ) ( 2 )

562 69.8 29.3 38.3 11.1 17.2 45.9 12.1 25.0 25.0 25.0 * 16.0 41.7 * 19.0 21.1 26.3 21.1 ― 11.8

UK USA East TahitiNew

CaledoniaItaly Hokkaido Phuket KoreaTaiwan Singapore Okinawa FranceOceania

USA

WestBali

Hong

Kong

/ Macau

Hawaii

(Oahu)

Hawaii

(other

than

Oahu)

Guam Saipan

562



considered the Hawaii (Oahu)


those who considered the Hawaii

(Oahu)

562


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Hawaii (Oahu)

Destinations actually visited by those who considered the Hawaii (Oahu)

（％）



Hawaii (Oahu)


Items considered important Hawaii (Oahu)'12

All

destinations

/Total '12

Hawaii

(Oahu)'12

(n=2513) (n=242)



Cheap 27.6 　 24.1





Includes spots I want to go to 22.3 × 5.9

















Hotel location is good 24.5 ◎ 45.2

Hotel ambiance is nice / Grade of notoriety is high 17.5 ○ 26.8




Rooms suit my needs 5.3 ○ 11.9






There is a backup desk at destinations 4.8 ◎ 15.6






Comes with guide 18.2 × 1.9




All meals provided 12.3 × 1.3



Other 1.2 　 1.3



Budg

et

and

conte

nt

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 10 20 30 40 50

Items considered important Hawaii (Oahu)'12（％）







Hawaii (Oahu)



activities" (92.3%) and "safety / hygiene" (91.8%).

▽ Opinions and action after travel: "I'd like to stay longer in that country/area" (73.6%) comprised the largest

percentage and was followed by "I became more fond of that country/area" (67.1%). Intention to revisit/total

was 83.6%.


Hawaii (Oahu)'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=431) 94.8

(n=405) 94.4

(n=256) 92.3

(n=423) 84.9

(n=412) 91.1

(n=178) 88.3

(n=431) 88.7

(n=431) 91.8

(n=280) 91.2

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

12.1

14.2

17.6

11.6

12.2

16.8

17.1

12.9

1.6

1.2

1.2

5.1

2.6

2.3

5.0

2.8

2.0

6.5

10.1

6.3

9.4

6.3

78.3

74.7

71.9

76.1

79.5

67.3

78.1

82.3

85.3% 9.6

6.8

5.3

4.4

3.6














Sample

I'd like to stay

longer in that

country/area

I became more

fond of that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

traveling more

deeply in the

same area

I'd like to try

more luxurious

travel in that

country/area

I collected

(would like to

collect)

information

about that

country/area

I made (would

like to make)

an album with

printed out

images

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Hawaii (Oahu)'12 431 73.6 67.1 56.0 48.7 34.0 32.8 25.0 23.9 15.7 10.5 5.8 5.4 83.6

0

20

40

60

80

Hawaii (Oahu)'12


（％）




●Legend


Hawaii (other than Oahu)'12 (n=78)

Hawaii (other than Oahu)'11 (n=75)

56.1

58.6

40.8

43.9

41.4

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Hawaii (other than Oahu)'12 (n=102) 7.3


18.1 15.7 10.2

18.9

11.8

21.2

24.4

13.9

21.1

17.1

11.0

13.0

14.5

4.6

3.1

14.7%

3.6

2.1

2.0

3.8

17.2

14.8

18.9

4.3

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Hawaii (other than Oahu) '12 (n=102)


9.0

9.4

16.1

13.0

11.2

8.9

21.3

15.3

17.9

12.9

5.0

8.1

11.0

16.6

14.9

8.1

10.1

9.8

18.3

16.7

18.0

6.8% 9.9 11.7

72

Hawaii (other than Oahu)


30-39 yrs" (16.6%).






▽ Accompanying travelers: "Family travel (with children)" (22.1%) comprised the largest percentage and was

followed by "married couple travel" (21.5%).


"to relax and rest" (56.1%).


percentage and was followed by "shopping tour" (16.1%).


Profile

Travel Outline





■Travel expenses










transportation."


●Legend



Hawaii (other than Oahu) '11 (n=88) 45.2

40.4

45.7%

54.8

59.6

54.3










■Sex and age



more

Average

(times）

●Legend




9.3

4.8

10.4

15.7

17.5

16.5

14.8

10.7

11.0

12.4

55.5

53.0

52.3

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend




Average

(tens of

1000s of

yen)

26.6 17.6

19.4

11.9

14.5

16.1

14.6

31.0

32.5

6.8

11.0

19.8

5.5

8.9

17.1%

3.2

-

6.8

3.4

25.6 7.9



All

destinations/

Total '12

Hawaii (other

than Oahu)

'12

(n=5076) (n=102)








Honeymoon 3.5 6.1


Other 6.1 9.4

0 10 20 30


Hawaii (other than Oahu)'12 （％）

73







（％）

Average


Hawaii (other than Oahu)'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Hawaii (other

than Oahu)

'12 78 3.5 3.6 4.8 13.7 12.1 17.5 44.7 ― 19.1 37.1

'11 75 ― 11.5 4.7 22.4 12.0 10.1 39.4 ― 15.0 29.3

（％）

Average



Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Hawaii (other

than Oahu)

'12 78 1.8 3.0 7.9 7.7 20.9 26.9 31.8 ― 5.6 14.6

'11 75 0.8 1.3 9.9 17.4 10.3 23.5 35.6 1.2 5.6 11.8

'12 78 1.8 0.7 16.4 23.1 28.7 17.7 11.5 ― 2.4 4.0

'11 75 ― 2.1 15.9 19.5 22.1 26.9 12.4 1.2 2.6 4.3

'12 78 9.4 3.5 5.2 20.7 19.2 19.6 22.5 ― 2.6 5.4

'11 75 9.7 ― 16.8 13.4 15.6 26.4 16.9 1.2 2.7 4.8Sightseeing and activities

Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Hawaii

(other than

Oahu)

'12

(n=5076) (n=102)



3 To shop 46.0 47.6






















25 To view art 14.1 1.9









Other 5.5 3.2



"no answer."







（％）


included in

the package

†

applied for in

Japan

applied for

on the spot

(n=44) (n=102) (n=102)



3 Island tour 14.6 12.5 12.9





8 Car rental 3.9 20.8 5.6

9 Theme park 3.2 1.4 3.9





14 Other marine sports 2.3 4.3 6.3


15 Ethnic cultural experiences 1.9 ― ―


18 Golfing ― 3.4 7.5





18 Viewing of theater, musicals, concert, shows, etc. ― 0.6 1.4

18 Sports viewing ― 0.8 ―



18 Night tour ― 4.1 3.6


18 Trains ― 0.8 ―

Other ― 2.8 ―

Nothing 4.4 28.5 37.5









departure.


the largest percentage and was followed by "travel agency pamphlets" (32.3%) and "Guidebook-style magazines such as "Rurubu Hawaii,"

etc." (24.6%).


"visiting" (19.7%).


telephone" (15.8%).

▽ A look at the destinations simultaneously considered by those who considered Hawaii (other than Oahu) shows that "Hawaii (Oahu)" (66.9%)

comprised the largest percentage, followed by "Guam" (28.3%). In terms of actual destinations visited, "Hawaii (Oahu)" (41.6%) comprised the

largest percentage, followed by "Hawaii (other than Oahu)" (31.7%).

▽ Among the responses given as the reasons for considering, "nature seems good" (40.8%) comprised the largest percentage, followed by

"climate seems good" (29.8%) and "suited my date of departure, date of return, day of the week, travel period, etc." (29.1%). Among the

responses given as the reason for deciding, "accompanying travelers wanted to go there" (15.9%) comprised the largest percentage.






Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Hawaii (other

than Oahu)'12

Hawaii (other

than Oahu)'11

When first thought of traveling 78 21.2 22.6 28.8 11.1 11.3 ― 0.8 ― 4.2 4.5 5.2 5.7


When booked 78 6.6 14.3 26.5 17.1 23.7 3.6 3.0 1.1 4.2 2.4 3.0 2.9


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Inte

rnet

(sm

artp

hone, e

tc.)

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

New

spap

er

ads

TV

pro

gram

s an

d com

merc

ials

Fre

e fly

ers

and

flyers

in

new

spap

ers

Acqu

ainta

nces

at t

rave

l

agencie

s

Mobi

le s

ites

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Hawaii (other than Oahu)'12 78 86.0 32.3 24.6 20.8 17.8 9.0 8.8 7.3 5.3 5.0 4.5 3.7 3.1 2.4 1.1 ― ― ― 3.4 1.6

0

20

40

60

80

100



（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Hawaii (other than Oahu)'12 78 56.4 33.2 19.7 3.1 ― 9.0 2.4

0

25

50

75



（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Hawaii (other than Oahu)'12 78 60.9 27.5 15.8 2.4 1.8 ― 1.3

0

25

50

75



（％）




















Reasons for considering Hawaii (other than Oahu)'12Reason for deciding Hawaii (other than Oahu)'12


destinations/

Total '12

Hawaii (other

than

Oahu)'12

All

destinations/

Total '12

Hawaii (other

than

Oahu)'12(n=4243) (n=78) (n=4243) (n=78)

Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 　 29.1 11.0 　 8.4

Suited my budget 27.6 × 15.0 8.8 ▲ 3.6






Accompanying travelers wanted to go there 20.2 　 22.2 10.6 ○ 15.9









I have family members, relatives, acquaintances, friends at the destination 8.6 　 3.8 6.4 ▲ 1.1


Nature seems good 17.3 ◎ 40.8 3.1 ○ 12.0

Climate seems good 18.0 ◎ 29.8 3.0 　 0.8

Seems safe 17.8 　 17.3 2.0 　 2.0

Food seems good 18.8 ▲ 13.6 3.4 　 ―

City seems good 14.9 ▲ 9.3 1.8 　 3.4

Hygienic 4.8 　 8.8 0.1 　 ―





Other 8.6 6.2 6.7 7.1

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40 50

Reasons for considering Hawaii (other than Oahu)'12

Reason for deciding Hawaii (other than Oahu)'12

（％）

Sample

100.0 66.9 28.3 16.1 12.9 7.9 7.6 6.9 6.2 6.0 5.7 5.4 5.4 5.2 4.8 4.7 4.5 4.5 4.3 4.1

( 245 ) ( 164 ) ( 69 ) ( 39 ) ( 32 ) ( 19 ) ( 19 ) ( 17 ) ( 15 ) ( 15 ) ( 14 ) ( 13 ) ( 13 ) ( 13 ) ( 12 ) ( 12 ) ( 11 ) ( 11 ) ( 10 ) ( 10 )

31.7 41.6 12.6 2.8 0.5 4.7 1.7 1.5 2.6 3.6 0.8 1.2 0.7 * 1.3 0.5 ― 0.3 0.3 *

( 78 ) ( 102 ) ( 31 ) ( 7 ) ( 1 ) ( 11 ) ( 4 ) ( 4 ) ( 6 ) ( 9 ) ( 2 ) ( 3 ) ( 2 ) * ( 3 ) ( 1 ) ( 0 ) ( 1 ) ( 1 ) *

245 31.8 62.2 44.9 17.9 3.1 57.9 21.1 23.5 40.0 60.0 14.3 23.1 15.4 * 25.0 8.3 ― 9.1 10.0 *Rate of actual visit to country /

area considered

Hawaii

(other

than

Oahu)

Hawaii

(Oahu)Guam Oceania Saipan

USA

WestBali France

Hong

Kong

/ Macau

Korea Italy Taiwan Phuket Okinawa SingaporeCebu

IslandTahiti Maldives UK Hokkaido

245



the Hawaii (other than Oahu)


who considered the Hawaii (other

than Oahu)

245

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Hawaii (other than Oahu)

Destinations actually visited by those who considered the Hawaii (other than Oahu)

（％）





Items considered important Hawaii (other than Oahu)'12

All

destinations

/Total '12

Hawaii (other

than

Oahu)'12

(n=2513) (n=44)



Can pay by credit card 16.3 ○ 24.5


Cheap 27.6 × 16.0




Content/Breakdown of the price indicated is clear 20.4 × 9.9




It is an assuring airline 22.6 ○ 32.3













Hotel ambiance is nice / Grade of notoriety is high 17.5 ◎ 28.8

Hotel facilities and services are complete 11.0 ◎ 21.6








There is a backup desk at destinations 4.8 ○ 14.3














Other 1.2 　 ―


Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

Budg

et

and

conte

nt


0 20 40 60

Items considered important Hawaii (other than Oahu)'12（％）










activities" (92.4%) and "local hospitality" (90.1%).



was 75.4%.




and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=89) 94.7

(n=85) 93.8

(n=62) 92.4

(n=84) 86.7

(n=83) 84.2

(n=39) 88.6

(n=89) 90.1

(n=89) 88.9

(n=57) 78.3

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

13.1

10.3

21.8

10.2

24.9

25.1

22.5

17.8

1.7

2.3

3.7

5.9

5.6

3.8

7.0

9.6

9.9

9.9

60.5

66.4

65.0

63.7

74.0

64.8

82.1

80.7

82.5% 12.2

1.5

0.6

4.4

5.3

14.7

7.3

4.6

4.7














Sample

I became more

fond of that

country/area

I'd like to stay

longer in that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to try

traveling more

deeply in the

same area

I'd like to try

going to that

country/area

in a different

season/period

I collected

(would like to

collect)

information

about that

country/area

I'd like to try

more luxurious

travel in that

country/area

I made (would

like to make)

an album with

printed out

images

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Hawaii (other than Oahu)'12 89 65.1 54.7 49.3 42.6 34.7 28.5 22.4 20.8 16.5 12.2 11.8 7.9 75.4

0

20

40

60

80



（％）



3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Guam'12 (n=293) 4.8

Guam'11 (n=318) 4.5

18.1 15.7 10.2 11.8 13.9 11.0 4.614.7%

8.6

13.3

41.8

47.3

32.5

26.6 6.3

9.7

4.2

3.0

1.8

2.1

0.3

1.6

0.3

0.5

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Guam '12 (n=293)

Guam '11 (n=318)

9.2

8.9

13.7

12.5

14.3

14.9

21.3

11.2

11.0

12.9

14.6

15.2

11.0

17.0

19.9

8.1

10.0

9.6

18.3

10.1

7.9

6.8% 9.9 11.7

78

Guam

●Profile▽ Sex and age: "female 30-39 yrs" (17.0%) comprised the largest percentage and was followed by "female 18-29

yrs" (14.6%).






▽ Accompanying travelers: "Family travel (with children)" (33.2%) comprised the largest percentage and was

followed by "married couple travel" (18.5%).


relax and rest" (55.6%).




Profile

Travel Outline





■Travel expenses










transportation."


●Legend


Guam '12 (n=293)

Guam '11 (n=318) 45.4

46.4

45.7%

54.6

53.6

54.3


●Legend


Guam'12 (n=238)

Guam'11 (n=251)

78.7

80.0

40.8

21.3

20.0

59.2%










■Sex and age



more

Average

(times）

●Legend


Guam '12 (n=293) 11.4

Guam '11 (n=318) 10.2

6.7

8.1

15.3

13.9

17.5

22.1

24.1

10.7

11.7

11.9

55.5

44.3

41.9

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Guam'12 (n=238) 9.2

Guam'11 (n=251) 10.1

Average

(tens of

1000s of

yen)

26.6 17.6

18.7

11.9

8.6

14.6 6.8 5.5

17.0

19.2

17.1%

46.7

42.7 22.3 11.0 3.8

5.62.0

-

1.3

1.0



Guam





All

destinations/

Total '12

Guam

'12

(n=5076) (n=293)








Honeymoon 3.5 1.7


Other 6.1 5.4

0 10 20 30 40

All destinations/Total '12 Guam'12

（％）


（％）

Average


Guam'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Guam

'12 238 10.8 14.4 7.0 24.1 10.0 8.8 24.3 0.6 19.1 20.0

'11 251 10.8 17.6 8.3 20.3 14.7 9.1 18.9 0.2 15.0 17.1

（％）

Average


Guam'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Guam

'12 238 0.8 5.5 11.9 12.1 22.2 24.5 22.4 0.6 5.6 7.2

'11 251 2.0 4.5 12.5 12.7 14.6 22.2 31.3 0.2 5.6 7.5

'12 238 2.0 8.2 25.8 26.1 22.4 12.2 2.8 0.6 2.4 2.6

'11 251 2.9 6.3 20.0 23.1 23.3 19.3 5.0 0.2 2.6 3.2

'12 238 17.5 8.1 24.5 18.3 13.0 11.0 5.8 1.7 2.6 2.5


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Guam

'12

(n=5076) (n=293)

1 To shop 46.0 58.5




















21 To view art 14.1 1.9












33 To do a home-stay / study abroad 0.9 ―

Other 5.5 2.6



"no answer."







（％）

Guam'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=188) (n=293) (n=293)






6 Theme park 2.8 2.0 1.4









15 Trains 0.4 0.3 0.3

15 Car rental 0.4 8.0 5.6




17 Night tour 0.3 1.9 3.2

17 Instruction 0.3 ― 0.2


23 Golfing ― 2.3 3.5

23 Skiing and snowboarding ― 0.6 0.3


23 Other sports ― 3.0 1.5



23 Gambling ― 0.2 0.8

Other 0.3 1.6 0.9

Nothing 6.8 38.3 41.3






Guam



departure.


the largest percentage and was followed by "travel agency pamphlets" (41.2%) and "travel agency counter" (22.2%).


telephone" (22.8%).


telephone" (15.5%).

▽ A look at the destinations simultaneously considered by those who considered Guam shows that "Saipan" (40.1%) comprised the largest

percentage, followed by "Hawaii (Oahu)" (30.8%). In terms of actual destinations visited, "Guam" (55.2%) comprised the largest percentage,

followed by "Hawaii (Oahu)" (12.2%).



"suited my budget" (24.9%) comprised the largest percentage.


the largest percentage and followed by "cheap" (36.6%) and "hotel location is good" (36.5%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Guam'12 Guam'11



When booked 238 1.6 9.3 22.9 22.8 22.6 9.8 7.6 1.7 1.7 2.4 2.3 2.2


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Tra

vel a

gency

counte

rs

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Inte

rnet

(sm

artp

hone, e

tc.)

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Mobi

le s

ites

New

spap

er

ads

Fre

e fly

ers

and

flyers

in

new

spap

ers

TV

pro

gram

s an

d com

merc

ials

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Acqu

ainta

nces

at t

rave

l

agencie

s

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Seik

yo p

amph

lets

and

counte

rs

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Guam'12 238 80.7 41.2 22.2 14.3 12.8 6.2 5.5 5.0 3.6 2.7 2.5 2.5 2.1 1.3 1.2 0.8 0.7 0.2 0.5 2.2

0

20

40

60

80

100

Guam'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †Visiting

By


Haven't

really

inquired

Don't

know/

Don't

remember


Guam'12 238 54.2 25.4 22.8 0.7 0.4 13.6 3.3

0

25

50

75

Guam'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Guam'12 238 57.4 29.4 15.5 0.7 1.6 2.1 0.9

0

25

50

75

Guam'12


（％）



Guam

















Reasons for considering Guam'12Reason for deciding Guam'12


destinations/

Total '12

Guam'12

All

destinations/

Total '12

Guam'12

(n=4243) (n=238) (n=4243) (n=238)

Suited my budget 27.6 ◎ 49.6 8.8 ◎ 24.9

Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ○ 37.4 11.0 　 12.8

It suited the needs of accompanying travelers, such as my children 4.8 ○ 14.5 1.5 ○ 6.7







It was a location I had wanted to go to from before 21.2 × 10.6 10.3 ▲ 2.8





I was interested in a particular sightseeing spot 14.3 × 3.2 4.1 　 ―



I have family members, relatives, acquaintances, friends at the destination 8.6 ▲ 0.7 6.4 ▲ ―



Seems safe 17.8 　 20.5 2.0 　 1.4

Prices seems cheap 19.4 ▲ 13.5 3.6 　 1.4

City seems good 14.9 　 10.1 1.8 　 1.6

Food seems good 18.8 ▲ 10.0 3.4 　 0.3

Hygienic 4.8 　 5.8 0.1 　 0.4




Other 8.6 8.2 6.7 5.8

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40 50

Reasons for considering Guam'12

Reason for deciding Guam'12

（％）

Sample

100.0 40.1 30.8 16.1 12.7 12.3 11.9 10.9 10.4 10.1 7.9 6.5 6.3 5.8 5.8 5.6 5.5 4.7 3.8 3.6

( 432 ) ( 173 ) ( 133 ) ( 69 ) ( 55 ) ( 53 ) ( 51 ) ( 47 ) ( 45 ) ( 44 ) ( 34 ) ( 28 ) ( 27 ) ( 25 ) ( 25 ) ( 24 ) ( 24 ) ( 20 ) ( 16 ) ( 16 )

55.2 5.4 12.2 3.3 5.1 2.0 4.8 2.5 2.8 2.2 * 0.9 0.8 0.9 0.1 * ― 0.7 ― ―

( 238 ) ( 23 ) ( 53 ) ( 14 ) ( 22 ) ( 9 ) ( 21 ) ( 11 ) ( 12 ) ( 9 ) * ( 4 ) ( 4 ) ( 4 ) ( 1 ) * ( 0 ) ( 3 ) ( 0 ) ( 0 )

432 55.1 13.3 39.8 20.3 40.0 17.0 41.2 23.4 26.7 20.5 * 14.3 14.8 16.0 4.0 * ― 15.0 ― ―

Tahiti

Thailand

(other

than Thai

beaches)

Thai

beaches

(other

than

Phuket)

New

CaledoniaPhuket France Palau Hokkaido

Hong

Kong

/ Macau

Bali OkinawaCebu

IslandKorea Oceania Taiwan SingaporeGuam Saipan

Hawaii

(Oahu)

Hawaii

(other

than

Oahu)

432



considered the Guam


those who considered the Guam432


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Guam

Destinations actually visited by those who considered the Guam

（％）



Guam


Items considered important Guam'12

All

destinations

/Total '12

Guam'12

(n=2513) (n=188)


Cheap 27.6 ○ 36.6





Discounts are available for children 1.7 ○ 7.7





Can visit many tourist spots 13.7 × 0.8


































All meals provided 12.3 × 2.2



Other 1.2 　 0.8



Budg

et

and

conte

nt

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 20 40 60

Items considered important Guam'12（％）







Guam

●Degree of satisfaction▽ The overall degree of satisfaction was 88.8%. A look at each degree of satisfaction attribute shows that "sports

/ hands-on activities" (88.6%) comprised the largest percentage and was followed by "night life" (87.5%) and

"safety / hygiene" (87.4%).



was 61.4%.


Guam'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=281) 88.8

(n=245) 85.2

(n=199) 88.6

(n=276) 80.5

(n=270) 82.1

(n=101) 83.0

(n=281) 83.5

(n=281) 87.4

(n=155) 87.5

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

22.8

21.1

23.5

20.2

18.8

26.7

28.6

24.2

1.2

3.0

5.5

3.3

3.1

9.4

5.2

3.4

10.0

11.8

8.8

14.0

14.7

13.9

7.1

7.3

9.163.3

58.8

56.7

64.2

61.9

57.1

67.5

62.4

70.1% 18.7

2.6














Sample

I became more

fond of that

country/area

I'd like to stay

longer in that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

more luxurious

travel in that

country/area

I made (would

like to make)

an album with

printed out

images

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Guam'12 281 45.8 36.4 33.3 25.3 21.1 18.8 15.8 10.9 10.7 9.3 3.9 14.7 61.4

0

20

40

60

Guam'12


（％）




●Legend


Saipan'12 (n=53)

Saipan'11 (n=64)

69.5

80.0

40.8

30.5

20.0

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Saipan'12 (n=64) 6.0

Saipan'11 (n=76) 4.7

18.1 15.7 10.2 11.8 13.9 11.0 4.614.7%

10.1

15.5

32.8

39.1

27.4

32.2 6.8

15.0

4.0

5.8 2.6

1.1

5.3

-

1.0

1.3

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Saipan '12 (n=64)

Saipan '11 (n=76)

6.2

6.1

12.7

16.1

14.8

17.1

21.3

21.4

18.3

12.9

7.9

17.3

11.0

13.1

18.3

8.1

12.9

4.8

18.3

11.0

6.8% 9.9 11.7

2.1

84

Saipan


49 yrs" (14.8%).








▽ In terms of purposes of travel, "to relax and rest" (58.8%) comprised the largest percentage and was followed

by "to engage in sports" (42.5%).

▽ Local activities included in package: "city sightseeing / tour to surrounding area" (8.2%) and "Island tour"

(8.2%) comprised the largest percentage and was followed by "Pleasure cruise" (8.0%).


Profile

Travel Outline





■Travel expenses










transportation."


●Legend


Saipan '12 (n=64)

Saipan '11 (n=76) 52.6

53.0

45.7%

47.4

47.0

54.3










■Sex and age



more

Average

(times）

●Legend


Saipan '12 (n=64) 12.4

Saipan '11 (n=76) 12.0

8.3

1.7

8.1

17.5

23.3

28.4

10.7

4.8

13.7

55.5

55.5

41.8

4.9%

14.3

11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Saipan'12 (n=53) 10.4

Saipan'11 (n=64) 9.0

Average

(tens of

1000s of

yen)

26.6 17.6

28.6

11.9 14.6

2.8

6.8 5.517.1%

13.1

13.8

37.0

45.5

39.3 4.6

6.9 5.2

-

-

3.3

-



Saipan





All

destinations/

Total '12

Saipan

'12

(n=5076) (n=64)








Honeymoon 3.5 1.8


Other 6.1 2.5

0 10 20 30

All destinations/Total '12 Saipan'12

（％）


（％）

Average


Saipan'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Saipan

'12 53 13.2 14.1 7.9 18.1 19.4 2.8 23.0 1.6 19.1 17.1

'11 64 20.1 22.6 6.9 24.1 12.7 1.3 12.3 ― 15.0 12.6

（％）

Average


Saipan'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Saipan

'12 53 1.9 13.2 25.2 19.4 14.3 9.3 15.1 1.6 5.6 4.9

'11 64 4.7 13.7 25.0 18.3 10.7 13.0 14.7 ― 5.6 5.2

'12 53 9.0 3.9 30.9 26.0 21.5 7.2 ― 1.6 2.4 2.0

'11 64 0.8 14.4 17.8 28.6 24.8 12.3 1.3 ― 2.6 2.5

'12 53 10.3 3.3 22.1 20.8 21.9 10.9 9.2 1.6 2.6 3.2


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Saipan

'12

(n=5076) (n=64)






6 To shop 46.0 27.3














20 To view art 14.1 3.6





25 To experience places off the beaten track / adventures 4.7 ―

25 To view a sport event 1.7 ―








Other 5.5 4.6



"no answer."







（％）

Saipan'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=37) (n=64) (n=64)


1 Island tour 8.2 14.4 16.6




6 Car rental 2.2 3.2 5.7



7 Safari jungle tour 1.7 ― ―

7 Night tour 1.7 0.9 4.8

11 Theme park ― 0.9 ―

11 Art museums and historic museums ― ― 3.6

11 Aquariums/zoos ― ― ―

11 Shopping tour ― 3.6 2.8

11 To tour locations of filming ― 0.9 ―

11 Famous dishes ― 5.9 8.9

11 Dinner cruise ― 0.9 1.5


11 Golfing ― 6.4 4.3

11 Skiing and snowboarding ― 2.7 ―



11 Viewing of theater, musicals, concert, shows, etc. ― ― 3.7



11 Gambling ― 4.8 3.6



11 Trains ― ― ―

Other ― ― 1.0

Nothing 2.6 33.8 26.7






Saipan



departure.


the largest percentage and was followed by "travel agency pamphlets" (27.6%) and "travel agency counter" (16.0%).


telephone" (16.4%).


telephone" (10.2%).

▽ A look at the destinations simultaneously considered by those who considered Saipan shows that "Guam" (79.4%) comprised the largest

percentage, followed by "Hawaii (Oahu)" (32.9%). In terms of actual destinations visited, "Guam" (37.0%) comprised the largest percentage,

followed by "Saipan" (24.1%).



"suited my date of departure, date of return, day of the week, travel period, etc." (21.1%) comprised the largest percentage.






Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Saipan'12 Saipan'11



When booked 53 6.5 6.3 13.8 22.6 28.3 9.4 4.4 3.1 5.4 2.4 2.4 1.8


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Tra

vel a

gency

counte

rs

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Inte

rnet

(sm

artp

hone, e

tc.)

Acqu

ainta

nces

at t

rave

l

agencie

s

Mobi

le s

ites

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

New

spap

er

ads

Fre

e fly

ers

and

flyers

in

new

spap

ers

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

TV

pro

gram

s an

d com

merc

ials

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Saipan'12 53 70.8 27.6 16.0 9.1 8.6 6.4 6.3 5.3 2.6 1.6 ― ― ― ― ― ― ― ― 1.8 9.4

0

20

40

60

80

100

Saipan'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †Visiting

By


Haven't

really

inquired

Don't

know/

Don't

remember


Saipan'12 53 51.0 17.5 16.4 ― 1.2 15.1 8.9

0

25

50

75

Saipan'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Saipan'12 53 57.6 27.6 10.2 ― 1.2 ― 8.9

0

25

50

75

Saipan'12


（％）



Sample

100.0 79.4 32.9 16.9 14.5 13.2 13.2 12.8 11.4 10.9 10.3 10.3 9.8 9.8 8.2 7.5 7.1 6.6 5.8 5.6 5.6

( 218 ) ( 173 ) ( 72 ) ( 37 ) ( 32 ) ( 29 ) ( 29 ) ( 28 ) ( 25 ) ( 24 ) ( 23 ) ( 22 ) ( 21 ) ( 21 ) ( 18 ) ( 16 ) ( 16 ) ( 14 ) ( 13 ) ( 12 ) ( 12 )

24.1 37.0 10.5 3.9 1.5 0.7 5.9 2.9 1.3 2.6 0.3 1.9 1.3 0.6 ― 1.2 * 0.8 * 0.7 0.8

( 53 ) ( 81 ) ( 23 ) ( 8 ) ( 3 ) ( 2 ) ( 13 ) ( 6 ) ( 3 ) ( 6 ) ( 1 ) ( 4 ) ( 3 ) ( 1 ) ( 0 ) ( 3 ) * ( 2 ) * ( 2 ) ( 2 )

218 24.3 46.8 31.9 21.6 9.4 6.9 44.8 21.4 12.0 25.0 4.3 18.2 14.3 4.8 ― 18.8 * 14.3 * 16.7 16.7Rate of actual visit to country /

area considered

MaldivesSaipan GuamHawaii

(Oahu)Bali

Hawaii

(other

than

Oahu)

Palau Taiwan Singapore Oceania Korea Tahiti

Hong

Kong

/ Macau

PhuketCebu

Island

New

CaledoniaFrance Okinawa

Thailand

(other

than Thai

beaches)

Hokkaido Germany

218



considered the Saipan


those who considered the Saipan218

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Saipan

Destinations actually visited by those who considered the Saipan

（％）

87

Saipan

















Reasons for considering Saipan'12Reason for deciding Saipan'12


destinations/

Total '12

Saipan'12

All

destinations/

Total '12

Saipan'12

(n=4243) (n=53) (n=4243) (n=53)

Suited my budget 27.6 ◎ 47.1 8.8 ○ 15.2

Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ○ 40.8 11.0 ◎ 21.1




Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 　 6.5 2.2 ○ 9.7


I was interested in a particular event, activity 5.4 ○ 15.2 3.0 ○ 8.5

Accompanying travelers wanted to go there 20.2 ▲ 13.2 10.6 ▲ 2.4



I felt like going after seeing the website of the travel bureau 2.3 ○ 8.8 0.2 　 ―

I was interested in a particular sightseeing spot 14.3 ▲ 8.5 4.1 　 ―



I have family members, relatives, acquaintances, friends at the destination 8.6 ▲ 2.4 6.4 　 2.4





Prices seems cheap 19.4 ▲ 10.1 3.6 　 ―

Seems safe 17.8 × 6.4 2.0 　 1.8



Food seems good 18.8 × 2.8 3.4 　 1.6

Hygienic 4.8 　 1.2 0.1 　 ―


City seems good 14.9 × ― 1.8 　 ―

Other 8.6 4.5 6.7 3.3

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40 50

Reasons for considering Saipan'12

Reason for deciding Saipan'12

（％）



Saipan


Items considered important Saipan'12

All

destinations

/Total '12

Saipan'12

(n=2513) (n=37)


Cheap 27.6 ◎ 42.9

Content/Breakdown of the price indicated is clear 20.4 ◎ 31.8


Discounts are available for early reservations 7.0 ◎ 18.7










It is an assuring airline 22.6 × 1.6

It is a well-known airline 9.1 ▲ ―

It is a Japanese airline 6.8 ▲ ―





Aircraft amenities (width of seats, etc.) are good 2.0 　 ―

Departs from nearest airport 7.7 ▲ ―










Travel agency is very reliable 31.5 × 17.9










Can make reservations right away 6.1 ○ 12.3

Possible to participate alone 2.7 ○ 9.0




Comes with famous dishes 9.2 ▲ ―

Other 1.2 　 ―


Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

Budg

et

and

conte

nt


0 20 40 60

Items considered important Saipan'12（％）







Saipan

●Degree of satisfaction▽ The overall degree of satisfaction was 88.0%. A look at each degree of satisfaction attribute shows that "safety

/ hygiene" (85.2%) comprised the largest percentage and was followed by "sports / hands-on activities"

(83.7%) and "sightseeing / viewing" (82.3%).





Saipan'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=61) 88.0

(n=50) 82.3

(n=52) 83.7

(n=60) 77.4

(n=55) 68.8

(n=36) 74.7

(n=61) 79.3

(n=61) 85.2

(n=42) 74.2

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

22.3

23.2

24.1

24.2

24.4

28.6

25.3

29.2

2.9

9.4

17.8

20.5

12.8

12.3

6.5

12.6

9.0

8.2

8.2

4.8

10.7

8.4

8.3

13.145.1

59.9

50.7

50.3

44.5

53.4

60.5

60.1

66.1% 21.9

8.0

12.5














Sample

I became more

fond of that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to stay

longer in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

traveling more

deeply in the

same area

I made (would

like to make)

an album with

printed out

images

I'd like to go to

a different area

in that

country/area

I'd like to try

more luxurious

travel in that

country/area

I collected

(would like to

collect)

information

about that

country/area

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Saipan'12 61 47.3 33.5 26.9 19.1 15.9 14.3 13.2 6.1 6.0 4.1 3.4 18.0 51.5

0

20

40

60

Saipan'12


（％）




●Legend


Shanghai'12 (n=122)

Shanghai'11 (n=145)

61.7

65.1

40.8

38.3

34.9

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Shanghai'12 (n=150) 5.2

Shanghai'11 (n=190) 4.8

18.1 15.7 10.2 11.8 13.9 11.0 4.6

30.0

24.0

14.7%

32.1

26.7

21.1

21.7

2.2

4.0 6.8

5.2

12.4

2.1

3.3

5.3

2.0

1.1

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Shanghai '12 (n=150)


8.4

10.8

7.6

8.2

15.2

12.8

21.3

29.8

29.4

12.9

7.4

7.4

11.0

7.9

7.3

8.1

6.8

5.8

18.3

16.9

18.3

6.8% 9.9 11.7

90

Shanghai









by "with friends (3 or more)" (16.1%).






Profile

Travel Outline





■Travel expenses










transportation."


●Legend



Shanghai '11 (n=190) 61.3

50.1

45.7%

38.7

49.9

54.3










■Sex and age



more

Average

(times）

●Legend


Shanghai '12 (n=150) 16.2

Shanghai '11 (n=190) 11.9

2.6

5.0 12.5

17.5

20.4

22.9

10.7

8.7

10.0

55.5

59.8

49.6

4.9%

8.4

11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Shanghai'12 (n=122) 6.6

Shanghai'11 (n=145) 10.1

Average

(tens of

1000s of

yen)

26.6 17.6

21.2

11.9 14.6 6.8 5.5

20.5

45.5

17.1%

43.3

35.2 12.6

6.1

4.9

3.6

1.2

3.1

0.7

2.1

-



Shanghai





All

destinations/

Total '12

Shanghai

'12

(n=5076) (n=150)








Honeymoon 3.5 ―


Other 6.1 5.7

0 10 20 30

All destinations/Total '12 Shanghai'12

（％）


（％）

Average


Shanghai'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Shanghai

'12 122 32.2 29.4 10.4 10.9 6.1 2.8 7.5 0.7 19.1 9.3

'11 145 40.4 27.3 5.9 11.1 3.9 3.0 8.1 0.4 15.0 8.0

（％）

Average


Shanghai'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Shanghai

'12 122 14.2 9.8 33.9 17.2 14.1 5.4 4.8 0.7 5.6 2.9

'11 145 11.3 11.9 21.2 19.3 21.9 11.9 2.1 0.4 5.6 2.4

'12 122 26.7 9.5 32.6 13.5 11.1 3.2 1.3 2.1 2.4 1.4

'11 145 20.6 14.4 27.5 17.4 12.2 4.7 2.8 0.4 2.6 1.7

'12 122 15.6 16.0 30.1 20.2 11.1 3.8 2.5 0.7 2.6 1.7


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Shanghai

'12

(n=5076) (n=150)



3 To shop 46.0 33.8












15 To view art 14.1 7.6



















Other 5.5 3.9



"no answer."







（％）

Shanghai'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=75) (n=150) (n=150)







7 Theme park 17.0 3.4 3.0


9 Night tour 4.2 3.8 2.9

10 Island tour 3.1 1.1 1.1

11 Outdoor (fishing, climbing, etc.） 2.3 ― ―

11 Trains 2.3 ― 3.4



15 Car rental 0.8 ― ―

16 Dinner cruise ― 0.4 0.5


16 Golfing ― 1.8 ―




16 Riding (horseback, rafting, etc.) ― ― 0.4





16 Gambling ― 0.4 0.4


16 Ethnic cultural experiences ― ― 0.9

Other ― 5.5 1.3

Nothing 1.9 61.0 38.8






Shanghai



departure.


highest percentage by far, followed by "travel agency pamphlets" (21.5%) and "Feedback and introductions (word-of-mouth) of friends,

acquaintances, family members" (10.5%).


"visiting" (11.6%).


"visiting" (12.9%).

▽ A look at the destinations simultaneously considered by those who considered Shanghai shows that "Hong Kong / Macau" (34.4%) comprised

the largest percentage, followed by "Beijing" (32.7%) and "Taiwan" (32.1%). In terms of actual destinations visited, "Shanghai" (54.7%)

comprised the largest percentage, followed by "Beijing" (14.4%).









Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Shanghai'12 Shanghai'11



When booked 122 1.2 3.4 16.1 26.4 32.0 9.0 5.4 3.4 3.1 2.4 1.9 1.8


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

New

spap

er

ads

Tra

vel a

gency

counte

rs

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Fre

e fly

ers

and

flyers

in

new

spap

ers

Inte

rnet

(sm

artp

hone, e

tc.)

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Mobi

le s

ites

TV

pro

gram

s an

d com

merc

ials

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Acqu

ainta

nces

at t

rave

l

agencie

s

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Shanghai'12 122 72.5 21.5 10.5 9.2 8.8 6.3 5.4 4.6 3.0 2.3 1.9 1.9 1.4 0.5 ― ― ― ― 1.5 5.3

0

20

40

60

80

100

Shanghai'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Shanghai'12 122 60.3 25.2 11.6 0.8 1.3 8.6 3.9

0

25

50

75

Shanghai'12


（％）

Sample

Web/

e-mail †

By


Have not

made

reservations

Don't

know/

Don't

remember


Shanghai'12 122 70.7 17.7 12.9 2.2 2.2 ― 4.6

0

25

50

75

Shanghai'12


（％）



Shanghai

















Reasons for considering Shanghai'12Reason for deciding Shanghai'12


destinations/

Total '12

Shanghai'12

All

destinations/

Total '12

Shanghai'12

(n=4243) (n=122) (n=4243) (n=122)

Suited my budget 27.6 ◎ 39.5 8.8 ○ 16.6








It was a location I had wanted to go to from before 21.2 ▲ 14.3 10.3 ▲ 1.3


Accompanying travelers wanted to go there 20.2 × 8.6 10.6 ▲ 4.3



I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 ▲ 2.6 1.3 　 0.7





Prices seems cheap 19.4 　 21.0 3.6 　 6.6

City seems good 14.9 　 12.1 1.8 　 3.3

Food seems good 18.8 ▲ 9.7 3.4 　 2.8

Climate seems good 18.0 ▲ 9.2 3.0 　 1.9


Seems safe 17.8 × 5.3 2.0 　 1.2



Hygienic 4.8 　 2.3 0.1 　 ―

Hospitality seems good 6.0 ▲ ― 0.5 　 1.4

Other 8.6 4.9 6.7 4.5

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40

Reasons for considering Shanghai'12

Reason for deciding Shanghai'12

（％）

Sample

100.0 34.4 32.7 32.1 30.3 12.4 10.7 8.8 6.1 6.0 6.0 5.1 4.9 4.8 4.6 3.3 3.1 2.8 2.7 2.4

( 222 ) ( 76 ) ( 73 ) ( 71 ) ( 67 ) ( 27 ) ( 24 ) ( 19 ) ( 13 ) ( 13 ) ( 13 ) ( 11 ) ( 11 ) ( 11 ) ( 10 ) ( 7 ) ( 7 ) ( 6 ) ( 6 ) ( 5 )

54.7 7.8 14.4 6.9 12.6 4.2 2.2 * 1.6 1.8 * 0.3 1.4 ― 1.3 ― ― ― 0.9 0.3

( 122 ) ( 17 ) ( 32 ) ( 15 ) ( 28 ) ( 9 ) ( 5 ) * ( 4 ) ( 4 ) * ( 1 ) ( 3 ) ( 0 ) ( 3 ) ( 0 ) ( 0 ) ( 0 ) ( 2 ) ( 1 )

222 55.0 22.4 43.8 21.1 41.8 33.3 20.8 * 30.8 30.8 * 9.1 27.3 ― 30.0 ― ― ― 33.3 20.0

Saipan Turkey UK CambodiaHawaii

(Oahu)Bali Guam

Hawaii

(other

than

Oahu)

Thailand

(other

than Thai

beaches)

Vietnam Hokkaido OceaniaKorea

Other

China

(exc.

Hong

Kong and

Macau)

Singapore OkinawaShanghai

Hong

Kong

/ Macau

Beijing Taiwan

222



considered the Shanghai



Shanghai

222


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Shanghai

Destinations actually visited by those who considered the Shanghai

（％）



Shanghai


Items considered important Shanghai'12

All

destinations

/Total '12

Shanghai'12

(n=2513) (n=75)


Cheap 27.6 ◎ 46.4





Content/Breakdown of the price indicated is clear 20.4 × 6.1


Time stayed at destination is long 8.8 ▲ 2.2

















Hotel location is good 24.5 ▲ 16.9













Travel agency response is thorough 12.9 ▲ 6.7










Other 1.2 　 1.1



Budg

et

and

conte

nt

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 20 40 60 80

Items considered important Shanghai'12（％）







Shanghai


"sightseeing / viewing" (86.0%) comprised the largest percentage and was followed by "relaxation / beauty

treatments and massages" (84.6%) and "sports / hands-on activities" (75.5%).


largest percentage and was followed by "I became more fond of that country/area" (25.7%). Intention to



Shanghai'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=130) 83.4

(n=121) 86.0

(n=31) 75.5

(n=125) 68.2

(n=106) 52.1

(n=63) 84.6

(n=130) 61.9

(n=130) 60.8

(n=80) 74.8

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

31.2

33.3

26.6

17.8

39.1

39.8

41.5

41.5

6.0

2.5

5.4

10.8

22.6

2.7

25.1

29.3

13.1

10.6

11.4

19.1

21.0

25.3

12.7

13.1

9.9

12.133.3

19.4

22.0

45.5

34.3

41.6

42.2

54.8

50.8% 32.6














Sample

I'd like to go to

a different area

in that

country/area

I became more

fond of that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

traveling more

deeply in the

same area

I'd like to stay

longer in that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to try

more luxurious

travel in that

country/area

I collected

(would like to

collect)

information

about that

country/area

I made (would

like to make)

an album with

printed out

images

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Shanghai'12 130 36.3 25.7 25.3 19.6 16.0 14.3 11.6 10.5 9.6 8.0 5.2 23.7 62.1

0

20

40

60

Shanghai'12


（％）




●Legend


Beijing'12 (n=94)

Beijing'11 (n=73)

68.2

78.2

40.8

31.8

21.8

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Beijing'12 (n=110) 6.2

Beijing'11 (n=91) 5.1

18.1 15.7 10.2 11.8 13.9 11.0 4.614.7%

10.8

14.2

33.2

47.5

21.7

22.0 5.4

7.0

1.1

12.0

2.7

4.1

5.1

9.3

2.1

1.9

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Beijing '12 (n=110)

Beijing '11 (n=91)

13.0

7.9

7.4

9.8

9.5

6.6

21.3

28.1

30.5

12.9

10.1

9.9

11.0

4.6

6.7

8.1

9.3

18.3

18.0

25.9

6.8% 9.9 11.7

2.7

96

Beijing















Profile

Travel Outline





■Travel expenses










transportation."


●Legend


Beijing '12 (n=110)

Beijing '11 (n=91) 77.9

58.7

45.7%

22.1

41.3

54.3










■Sex and age



more

Average

(times）

●Legend


Beijing '12 (n=110) 11.5

Beijing '11 (n=91) 11.8

7.1

5.7

7.6

11.0

17.5

17.9

21.0

10.7

15.6

18.7

55.5

51.8

43.6

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Beijing'12 (n=94) 6.8

Beijing'11 (n=73) 9.0

Average

(tens of

1000s of

yen)

26.6 17.6

10.8

11.9

7.0

14.6 6.8 5.5

16.9

46.8

17.1%

56.4

33.5 12.05.3

4.6

2.4

2.1

-

2.1

-



All

destinations/

Total '12

Beijing

'12

(n=5076) (n=110)








Honeymoon 3.5 0.9


Other 6.1 4.4

0 10 20 30

All destinations/Total '12 Beijing'12

（％）

97

Beijing






（％）

Average


Beijing'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Beijing

'12 94 48.5 16.1 5.9 14.1 2.6 3.7 9.1 ― 19.1 9.2

'11 73 34.1 42.6 1.9 9.2 3.4 ― 5.2 3.5 15.0 7.5

（％）

Average


Beijing'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Beijing

'12 94 14.6 22.5 27.3 16.7 8.5 3.5 5.9 0.9 5.6 2.8

'11 73 4.0 13.7 7.6 30.3 20.8 11.5 7.4 4.7 5.6 4.2

'12 94 30.4 21.9 25.8 10.3 7.5 2.2 ― 1.9 2.4 1.0

'11 73 25.3 23.9 30.3 9.3 3.3 3.3 ― 4.7 2.6 1.0

'12 94 26.6 10.1 30.1 16.2 11.4 0.6 3.0 1.9 2.6 1.6

'11 73 21.4 14.8 29.6 16.9 10.5 2.1 ― 4.7 2.7 1.3Sightseeing and activities

Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Beijing

'12

(n=5076) (n=110)




4 To shop 46.0 18.7





9 To view art 14.1 11.9

























Other 5.5 3.9



"no answer."







（％）

Beijing'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=64) (n=110) (n=110)








8 Theme park 5.0 2.9 1.8








14 Golfing 0.9 1.4 1.0



14 Skiing and snowboarding 0.9 1.3 0.5



14 Safari jungle tour 0.9 1.3 0.5


14 Gambling 0.9 1.0 1.0

14 Instruction 0.9 0.5 0.5


14 Trains 0.9 1.0 4.5

14 Car rental 0.9 0.5 2.1

29 Night tour ― 3.1 3.5

Other ― 2.4 1.3

Nothing ― 58.4 42.8






Beijing



departure.


the largest percentage and was followed by "travel agency pamphlets" (24.7%) and "information magazines sent from travel agencies and

airlines" (18.2%).


"visiting" (11.6%).


"visiting" (12.6%).

▽ A look at the destinations simultaneously considered by those who considered Beijing shows that , "Shanghai" (48.8%) comprised the largest

percentage, followed by "Taiwan" (28.5%). In terms of actual destinations visited, "Beijing" (63.5%) comprised the largest percentage, followed

by "Shanghai" (16.9%).





the largest percentage and followed by "includes spots I want to go to" (33.4%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Beijing'12 Beijing'11



When booked 94 0.9 1.1 13.1 35.6 26.6 8.0 3.7 4.3 6.8 2.4 1.8 1.7


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

New

spap

er

ads

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Tra

vel a

gency

counte

rs

Fre

e fly

ers

and

flyers

in

new

spap

ers

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Inte

rnet

(sm

artp

hone, e

tc.)

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Mobi

le s

ites

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

TV

pro

gram

s an

d com

merc

ials

Acqu

ainta

nces

at t

rave

l

agencie

s

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Beijing'12 94 71.8 24.7 18.2 14.2 10.2 8.4 7.3 7.2 5.7 4.7 3.0 2.5 0.7 0.6 0.6 0.6 0.6 0.6 ― 4.0

0

20

40

60

80

100

Beijing'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Beijing'12 94 53.3 31.9 11.6 1.7 ― 13.5 5.9

0

25

50

75

Beijing'12


（％）

Sample

Web/

e-mail †

By


Have not

made

reservations

Don't

know/

Don't

remember


Beijing'12 94 66.1 19.6 12.6 1.7 2.7 1.5 5.9

0

25

50

75

Beijing'12


（％）



Beijing

















Reasons for considering Beijing'12Reason for deciding Beijing'12


destinations/

Total '12

Beijing'12

All

destinations/

Total '12

Beijing'12

(n=4243) (n=94) (n=4243) (n=94)

Suited my budget 27.6 ◎ 44.0 8.8 　 13.6

Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ○ 38.3 11.0 ◎ 21.2

I just happened to discover a good travel product 9.2 ○ 15.8 3.2 ○ 12.4









Accompanying travelers wanted to go there 20.2 × 7.2 10.6 　 5.7

I had been there before and found that it was good 15.8 ▲ 5.8 6.2 ▲ 0.9







Food seems good 18.8 ▲ 10.9 3.4 　 ―


Seems safe 17.8 × 6.5 2.0 　 1.5

City seems good 14.9 ▲ 6.3 1.8 　 ―




Hygienic 4.8 　 1.5 0.1 　 ―

Hospitality seems good 6.0 ▲ ― 0.5 　 ―

Other 8.6 8.5 6.7 7.5

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40 50

Reasons for considering Beijing'12

Reason for deciding Beijing'12

（％）

Sample

100.0 48.8 28.5 25.3 24.8 19.3 10.3 7.6 7.3 5.3 5.1 4.3 4.2 4.1 3.6 3.5 3.3 3.2 2.9 2.9

( 149 ) ( 73 ) ( 42 ) ( 38 ) ( 37 ) ( 29 ) ( 15 ) ( 11 ) ( 11 ) ( 8 ) ( 8 ) ( 6 ) ( 6 ) ( 6 ) ( 5 ) ( 5 ) ( 5 ) ( 5 ) ( 4 ) ( 4 )

63.5 16.9 4.1 8.9 6.7 7.1 ― * * 1.4 ― 1.3 2.9 0.6 0.6 0.6 ― * ― *

( 94 ) ( 25 ) ( 6 ) ( 13 ) ( 10 ) ( 11 ) ( 0 ) * * ( 2 ) ( 0 ) ( 2 ) ( 4 ) ( 1 ) ( 1 ) ( 1 ) ( 0 ) * ( 0 ) *

149 63.1 34.2 14.3 34.2 27.0 37.9 ― * * 25.0 ― 33.3 66.7 16.7 20.0 20.0 ― * ― *Rate of actual visit to country /

area considered

Beijing Shanghai Taiwan Korea

Hong

Kong

/ Macau

Other

China

(exc.

Hong

Kong and

Macau)

Singapore Hokkaido Okinawa Vietnam Bali GuamHawaii

(Oahu)

Thailand

(other

than Thai

beaches)

Italy Oceania Cambodia Kyushu

Malaysia

(other

than

beach

resorts)

Kinki

149



considered the Beijing


those who considered the Beijing149

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Beijing

Destinations actually visited by those who considered the Beijing

（％）



Beijing


Items considered important Beijing'12

All

destinations

/Total '12

Beijing'12

(n=2513) (n=64)

Price is cheap for the content 52.5 ◎ 63.3



Cheap 27.6 　 29.2














Is a flight that meets my schedule and connecting flights 7.6 ▲ 2.2









Hotel location is good 24.5 ▲ 19.3



Hotel facilities and services are complete 11.0 × 0.9




Comes with guide 18.2 ▲ 12.6







Travel agency has good ability to arrange and do good work 8.5 ▲ 0.9







Possible to participate alone 2.7 　 ―

Other 1.2 　 3.7


Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

Budg

et

and

conte

nt


0 20 40 60 80

Items considered important Beijing'12（％）







Beijing



treatments and massages" (78.7%) and "Meals" (74.3%).


largest percentage and was followed by "I'd like to try going to that country/area in a different season/period"



Beijing'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=102) 78.2

(n=96) 86.1

(n=30) 63.4

(n=97) 74.3

(n=79) 52.7

(n=36) 78.7

(n=102) 61.6

(n=102) 66.4

(n=50) 72.4

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

25.4

34.1

38.0

28.1

45.2

42.8

47.1

45.1

9.0

6.9

18.6

10.1

23.8

7.1

28.1

25.2

17.6

12.8

18.1

15.6

23.5

14.1

10.3

8.4

9.927.3

19.3

18.8

33.5

24.7

36.3

29.3

60.7

46.9% 31.3

7.0














Sample

I'd like to go to

a different area

in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I became more

fond of that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to try

traveling more

deeply in the

same area

I'd like to stay

longer in that

country/area

I'd like to try

more luxurious

travel in that

country/area

I made (would

like to make)

an album with

printed out

images

I collected

(would like to

collect)

information

about that

country/area

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Beijing'12 102 50.4 22.5 21.2 18.4 14.2 11.3 9.9 8.4 7.2 4.9 3.1 23.4 61.3

0

20

40

60

Beijing'12


（％）




●Legend


Other China (exc. Hong Kong and Macau)'12 (n=88)

Other China (exc. Hong Kong and Macau)'11 (n=100)

55.2

62.0

40.8

44.8

38.0

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Other China (exc. Hong Kong and Macau)'12 (n=112) 6.4


18.1 15.7 10.2

7.9

11.8 13.9 11.0 4.614.7%

11.0

11.0

21.1

28.9

19.7

21.7

9.8

7.5

10.4

9.7

13.5

11.3

11.9

2.0

2.6

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Other China (exc. Hong Kong and Macau) '12 (n=112)


6.1

5.8

12.4

9.2

10.2

10.5

21.3

32.3

38.2

12.9

4.5

11.0

9.0

3.3

8.1

4.0

18.3

21.4

26.2

6.8% 9.9 11.7

5.3 1.4

102

Other China (exc. Hong Kong and Macau)















Profile

Travel Outline





■Travel expenses










transportation."


●Legend



Other China (exc. Hong Kong and Macau) '11 (n=132) 47.3

27.8

45.7%

52.7

72.2

54.3










■Sex and age



more

Average

(times）

●Legend




3.9

2.0

17.5

21.8

10.7

14.0

11.5

55.5

65.5

53.5

4.9%

11.2

6.5

11.4

10.1

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend




Average

(tens of

1000s of

yen)

26.6

42.7

17.6

18.9

11.9

19.2

4.5

14.6

12.7

6.8 5.5

15.2

23.0

17.1%

34.4 16.0 4.4

3.4

2.9

2.6

-








All

destinations/

Total '12

(n=5076) (n=112)








Honeymoon 3.5 1.6


Other 6.1 2.6

Other China

(exc. Hong Kong

and Macau)

'120 10 20 30


Other China (exc. Hong Kong and Macau)'12 （％）


（％）

Average


Other China (exc. Hong Kong and Macau)'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Other China

(exc. Hong

Kong and

Macau)

'12 88 39.3 22.9 5.2 12.8 5.1 6.4 7.4 0.9 19.1 9.6

'11 100 45.8 27.3 3.5 5.9 3.8 5.9 7.8 ― 15.0 9.1

（％）

Average



Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Other China

(exc. Hong

Kong and

Macau)

'12 88 13.1 10.7 29.0 19.1 14.1 6.6 6.4 0.9 5.6 3.3

'11 100 14.3 14.7 26.6 22.2 11.3 5.0 5.9 ― 5.6 2.8

'12 88 26.6 13.4 30.5 19.7 5.1 3.8 ― 0.9 2.4 1.2

'11 100 35.4 15.4 25.0 11.5 3.7 3.1 4.3 1.6 2.6 1.4

'12 88 36.5 10.8 23.9 16.8 2.5 3.4 3.6 2.5 2.6 1.6


Total amount

Shopping

Meals

（％）

(n=5076) (n=112)








8 To shop 46.0 16.4










18 To view art 14.1 6.0
















Other 5.5 9.3

Other China

(exc. Hong

Kong and

Macau)

'12

All

destinations

/Total '12



"no answer."







（％）


included in

the package

†

applied for in

Japan

applied for

on the spot

(n=49) (n=112) (n=112)







7 Theme park 12.1 1.7 2.4




11 To tour locations of filming 5.2 ― ―

12 Dinner cruise 4.9 ― 1.8

13 Other event viewing 2.9 ― 0.5

14 Island tour 1.3 1.4 ―

15 Aquariums/zoos ― 0.7 0.5


15 Golfing ― ― 1.5

15 Diving and snorkeling ― 0.5 ―







15 Gambling ― ― ―

15 Night tour ― ― 5.8


15 Trains ― 0.7 3.6

15 Car rental ― ― ―

Other ― 4.3 5.4

Nothing 1.7 68.4 54.8









departure.


highest percentage by far, followed by "travel agency pamphlets" (27.0%) and "information magazines sent from travel agencies and airlines"

(11.5%).


"visiting" (9.2%).


"visiting" (12.4%).

▽ A look at the destinations simultaneously considered by those who considered other China (exc. Hong Kong and Macau) shows that "Taiwan"

(25.3%) comprised the largest percentage, followed by "Hong Kong or Macau" (24.6%). In terms of actual destinations visited, "Other China

(exc. Hong Kong and Macau)" (53.5%) comprised the largest percentage, followed by "Beijing" (10.9%).

▽ Among the responses given as the reasons for considering, "suited my date of departure, date of return, day of the week, travel period, etc."

(33.8%) comprised the largest percentage, followed by "suited my budget" (29.0%). Among the responses given as the reason for deciding,







Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Other China

(exc. Hong

Kong and

Macau)'12

Other China

(exc. Hong

Kong and

Macau)'11



When booked 88 2.0 2.6 19.0 25.2 29.4 8.0 8.1 4.1 1.6 2.4 1.9 1.6


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

New

spap

er

ads

Inte

rnet

(sm

artp

hone, e

tc.)

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Fre

e fly

ers

and

flyers

in

new

spap

ers

TV

pro

gram

s an

d com

merc

ials

Mobi

le s

ites

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Acqu

ainta

nces

at t

rave

l

agencie

s

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Other China (exc. Hong Kong and Macau)'12 88 77.7 27.0 11.5 10.7 10.0 6.9 5.2 4.8 4.0 3.9 3.0 1.6 1.1 1.0 ― ― ― ― ― 6.6

0

20

40

60

80

100



（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Other China (exc. Hong Kong and Macau)'12 88 51.9 30.8 9.2 3.0 ― 20.8 1.6

0

25

50

75



（％）

Sample

Web/

e-mail †

By


Have not

made

reservations

Don't

know/

Don't

remember


Other China (exc. Hong Kong and Macau)'12 88 64.8 23.9 12.4 5.0 0.6 1.6 1.6

0

25

50

75



（％）



Sample

100.0 25.3 24.6 21.4 17.4 16.6 7.8 7.0 5.6 5.5 5.1 5.0 4.3 4.2 4.2 4.0 4.0 3.8 3.5 3.4

( 165 ) ( 42 ) ( 41 ) ( 35 ) ( 29 ) ( 27 ) ( 13 ) ( 12 ) ( 9 ) ( 9 ) ( 8 ) ( 8 ) ( 7 ) ( 7 ) ( 7 ) ( 7 ) ( 7 ) ( 6 ) ( 6 ) ( 6 )

53.5 9.3 9.3 6.0 10.9 8.0 2.3 ― 1.0 0.3 * * ― ― 0.5 0.6 0.3 * ― 1.6

( 88 ) ( 15 ) ( 15 ) ( 10 ) ( 18 ) ( 13 ) ( 4 ) ( 0 ) ( 2 ) ( 1 ) * * ( 0 ) ( 0 ) ( 1 ) ( 1 ) ( 1 ) * ( 0 ) ( 3 )

165 53.3 35.7 36.6 28.6 62.1 48.1 30.8 ― 22.2 11.1 * * ― ― 14.3 14.3 14.3 * ― 50.0

Other

places in

Asia

Tokyo

metropoli

tan area

SaipanMalaysian

beachesOceania

Malaysia

(other

than

beach

resorts)

Vietnam GermanyGuam France Okinawa HokkaidoBeijing Shanghai

Thailand

(other

than Thai

beaches)

Singapore

Other

China

(exc.

Hong

Kong and

Macau)

Taiwan

Hong

Kong

/ Macau

Korea

165



the Other China (exc. Hong Kong and

Macau)


who considered the Other China (exc.

Hong Kong and Macau)

165


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Other China (exc. Hong Kong and Macau)

Destinations actually visited by those who considered the Other China (exc. Hong Kong and Macau)

（％）

Reasons for considering Other China (exc. Hong Kong and Macau)'12Reason for deciding Other China (exc. Hong Kong and Macau)'12

Reasons for considering Reason for deciding

All

destinations/

Total '12

Other China

(exc. Hong

Kong and

Macau)'12

All

destinations/

Total '12

Other China

(exc. Hong

Kong and

Macau)'12

(n=4243) (n=88) (n=4243) (n=88)


Suited my budget 27.6 　 29.0 8.8 ○ 15.4

I just happened to discover a good travel product 9.2 ◎ 20.6 3.2 　 6.5










I had been there before and found that it was good 15.8 ▲ 7.1 6.2 ▲ 0.9





I was interested in a particular event, activity 5.4 ▲ ― 3.0 　 ―



Climate seems good 18.0 ▲ 9.7 3.0 　 ―

Seems safe 17.8 × 6.8 2.0 　 ―

City seems good 14.9 ▲ 5.9 1.8 　 1.6


Food seems good 18.8 × 4.6 3.4 　 1.6

Hygienic 4.8 　 1.6 0.1 　 ―


Hospitality seems good 6.0 ▲ 1.0 0.5 　 2.7

Other 8.6 12.4 6.7 8.6

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40

Reasons for considering Other China (exc. Hong Kong and Macau)'12

Reason for deciding Other China (exc. Hong Kong and Macau)'12

（％）

105






















Items considered important Other China (exc. Hong Kong and Macau)'12

All

destinations

/Total '12

Other China

(exc. Hong

Kong and

Macau)'12

(n=2513) (n=49)



Cheap 27.6 ○ 37.2












There are direct flights 16.0 ▲ 7.1



It is a well-known airline 9.1 ▲ 2.0































Other 1.2 　 ―



Budg

et

and

conte

nt

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 20 40 60 80

Items considered important Other China (exc. Hong Kong and Macau)'12（％）










treatments and massages" (81.6%) and "sports / hands-on activities" (75.6%).


largest percentage and was followed by "I'd like to try going to that country/area in a different season/period"





and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=106) 84.2

(n=96) 84.9

(n=34) 75.6

(n=101) 64.0

(n=81) 53.6

(n=35) 81.6

(n=106) 64.0

(n=106) 61.1

(n=56) 66.7

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

27.0

17.7

19.3

24.6

28.2

26.3

32.7

17.1

4.4

3.0

8.7

17.2

21.1

5.9

25.4

28.8

20.2

11.4

15.7

18.9

25.3

12.5

10.7

10.1

13.249.5

28.4

37.7

53.4

29.0

44.6

58.0

57.9

60.0% 24.2

12.1














Sample

I'd like to go to

a different area

in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I became more

fond of that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to stay

longer in that

country/area

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album with

printed out

images

I'd like to try

more luxurious

travel in that

country/area

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Other China (exc. Hong Kong and Macau)'12 106 51.2 35.5 33.0 25.4 21.3 14.5 12.6 10.9 10.9 6.0 3.5 17.9 66.6

0

20

40

60



（％）




●Legend


Hong Kong / Macau'12 (n=176)

Hong Kong / Macau'11 (n=183)

49.3

60.4

40.8

50.7

39.6

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Hong Kong / Macau'12 (n=205) 4.4


18.1 15.7 10.2 11.8 13.9 11.0 4.614.7%

24.4

29.2

40.0

38.9

22.2

17.9 3.8

6.2

1.5

4.6

4.2

1.4

0.9

2.6

1.9

0.3

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Hong Kong / Macau '12 (n=205)


6.1

6.7

15.2

14.7

15.7

16.0

21.3

17.6

20.4

12.9

7.4

10.0

11.0

7.8

10.2

8.1

10.9

8.0

18.3

19.3

14.2

6.8% 9.9 11.7

108

Hong Kong / Macau










▽ In terms of purposes of travel, "to eat good food" (72.5%) comprised the largest percentage and was followed

by "to shop" (53.5%).




Profile

Travel Outline





■Travel expenses










transportation."


●Legend



Hong Kong / Macau '11 (n=222) 42.6

37.3

45.7%

57.4

62.7

54.3










■Sex and age



more

Average

(times）

●Legend




3.9

3.3

17.5

14.7

16.5

10.7

10.2

11.4

55.5

62.3

57.5

4.9%

11.3

8.9

11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend




Average

(tens of

1000s of

yen)

26.6 17.6

20.2

11.9

15.8

14.6

7.6

6.8 5.517.1%

17.2

9.0

46.6

42.1

23.5 9.3 2.01.5

1.9

-

3.3



Hong Kong / Macau





All

destinations/

Total '12

Hong Kong /

Macau

'12

(n=5076) (n=205)








Honeymoon 3.5 0.5


Other 6.1 6.6

0 10 20 30

All destinations/Total '12 Hong Kong / Macau'12

（％）


（％）

Average


Hong Kong / Macau'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Hong Kong /

Macau

'12 176 20.6 15.6 7.3 23.4 10.4 7.4 15.3 ― 19.1 14.8

'11 183 25.0 26.7 5.7 15.1 11.5 6.9 7.7 1.4 15.0 12.2

（％）

Average



Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Hong Kong /

Macau

'12 176 7.3 9.5 19.5 16.9 14.1 18.0 14.8 ― 5.6 5.5

'11 183 4.8 11.0 20.5 19.0 16.1 14.3 12.9 1.4 5.6 5.0

'12 176 8.5 15.4 26.4 25.0 14.9 8.0 1.8 ― 2.4 2.1

'11 183 6.1 10.3 36.8 21.0 11.2 11.9 1.3 1.4 2.6 2.1

'12 176 14.0 11.4 27.7 17.9 12.7 10.7 5.2 0.5 2.6 2.5


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Hong Kong

/ Macau

'12

(n=5076) (n=205)


2 To shop 46.0 53.5














16 To view art 14.1 5.1


















Other 5.5 7.3



"no answer."







（％）


included in

the package

†

applied for in

Japan

applied for

on the spot

(n=87) (n=205) (n=205)





5 Island tour 10.4 1.2 2.4


7 Gambling 7.6 1.2 7.7

7 Night tour 7.6 5.8 4.6


10 Dinner cruise 6.0 2.9 ―

11 Theme park 5.1 4.0 3.1


13 Trains 2.8 ― 2.5



15 Other event viewing 1.9 ― ―



19 Diving and snorkeling 0.7 0.6 ―


19 Outdoor (fishing, climbing, etc.） 0.7 ― ―








23 Car rental ― ― ―

Other ― 2.9 5.6

Nothing ― 60.9 57.1






Hong Kong / Macau



departure.


highest percentage by far, followed by "travel agency pamphlets" (25.0%) and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (21.4%).


"visiting" (13.0%).

▽ In terms of means of booking, "web / e-mail" (74.5%) comprised the largest percentage and was followed by "visiting"(17.1%) and "by

telephone" (12.5%).

▽ A look at the destinations simultaneously considered by those who considered Hong Kong / Macau shows that "Taiwan" (37.6%) comprised the

largest percentage, followed by "Korea" (30.4%). In terms of actual destinations visited, "Hong Kong / Macau" (44.5%) comprised the largest

percentage, followed by "Taiwan" (14.9%) and "Korea" (13.5%).


(46.3%) comprised the largest percentage, followed by "food seems good" (34.6%). Among the responses given as the reason for deciding,


▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content” (60.9%) comprised

the largest percentage and followed by "it is an assuring airline" (32.7%) and "hotel ambiance is nice / grade of notoriety is high" (30.6%) .




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Hong Kong /

Macau'12

Hong Kong /

Macau'11



When booked 176 4.7 7.1 16.3 22.6 23.3 11.9 9.0 2.8 2.3 2.4 2.3 1.9


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

New

spap

er

ads

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Inte

rnet

(sm

artp

hone, e

tc.)

Acqu

ainta

nces

at t

rave

l

agencie

s

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Fre

e fly

ers

and

flyers

in

new

spap

ers

TV

pro

gram

s an

d com

merc

ials

Mobi

le s

ites

Seik

yo p

amph

lets

and

counte

rs

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Hong Kong / Macau'12 176 82.8 25.0 21.4 13.8 13.5 9.1 7.0 6.2 4.1 3.2 2.4 2.2 1.9 1.4 1.2 0.9 0.4 ― 1.3 2.8

0

20

40

60

80

100



（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Hong Kong / Macau'12 176 65.7 21.3 13.0 0.8 2.3 11.3 2.7

0

25

50

75



（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Hong Kong / Macau'12 176 74.5 17.1 12.5 ― 0.9 0.5 2.2

0

25

50

75



（％）



Sample

100.0 37.6 30.4 19.3 18.3 11.3 10.3 9.3 9.0 7.5 7.0 5.7 5.5 5.3 5.2 4.5 3.8 3.7 3.6 3.3

( 396 ) ( 149 ) ( 120 ) ( 76 ) ( 73 ) ( 45 ) ( 41 ) ( 37 ) ( 35 ) ( 30 ) ( 28 ) ( 22 ) ( 22 ) ( 21 ) ( 21 ) ( 18 ) ( 15 ) ( 15 ) ( 14 ) ( 13 )

44.5 14.9 13.5 5.9 3.7 4.2 3.1 3.3 3.0 * 1.8 0.2 * 1.7 ― ― 0.4 0.5 0.2 0.9

( 176 ) ( 59 ) ( 53 ) ( 23 ) ( 14 ) ( 17 ) ( 12 ) ( 13 ) ( 12 ) * ( 7 ) ( 1 ) * ( 7 ) ( 0 ) ( 0 ) ( 1 ) ( 2 ) ( 1 ) ( 3 )

396 44.4 39.6 44.2 30.3 19.2 37.8 29.3 35.1 34.3 * 25.0 4.5 * 33.3 ― ― 6.7 13.3 7.1 23.1Rate of actual visit to country /

area considered

Hong

Kong

/ Macau

Taiwan Korea Shanghai Singapore Guam

Other

China

(exc.

Hong

Kong and

Macau)

Beijing

Thailand

(other

than Thai

beaches)

OkinawaHawaii

(Oahu)Saipan Hokkaido Vietnam Bali Oceania

Hawaii

(other

than

Oahu)

Cebu

Island

Malaysian

beachesPhuket

396



the Hong Kong / Macau


who considered the Hong Kong /

Macau

396

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Hong Kong / Macau

Destinations actually visited by those who considered the Hong Kong / Macau

（％）

111

Hong Kong / Macau




Of the 396 respondents who considered Hong Kong or Macau

・those who actually visited Hong Kong / those who considered Hong Kong = 156 /

365

・those who actually visited Macau / those who considered Macau = 58 / 151



† Of those who considered Hong Kong or Macau as destinations, those who actually visited either area were counted in "Destinations actually visited."












Reasons for considering Hong Kong / Macau'12Reason for deciding Hong Kong / Macau'12


destinations/

Total '12

Hong Kong /

Macau'12

All

destinations/

Total '12

Hong Kong /

Macau'12

(n=4243) (n=176) (n=4243) (n=176)

Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ◎ 46.3 11.0 　 14.2

Suited my budget 27.6 　 29.5 8.8 　 6.7


Suited my flying time or flight from the closest airport, etc. 5.5 ○ 11.1 0.8 　 1.7




I had been there before and found that it was good 15.8 ○ 22.9 6.2 　 8.5










I felt like going after seeing the website of the travel bureau 2.3 　 ― 0.2 　 ―

Food seems good 18.8 ◎ 34.6 3.4 ○ 12.1


Seems safe 17.8 　 17.9 2.0 　 0.8


City seems good 14.9 　 14.4 1.8 　 2.9



Hygienic 4.8 　 4.8 0.1 　 0.5


Nature seems good 17.3 × 2.9 3.1 　 ―

Other 8.6 10.7 6.7 7.8

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40 50

Reasons for considering Hong Kong / Macau'12

Reason for deciding Hong Kong / Macau'12

（％）



Hong Kong / Macau


Items considered important Hong Kong / Macau'12

All

destinations

/Total '12

Hong Kong /

Macau'12

(n=2513) (n=87)






Cheap 27.6 ▲ 21.5





























Comes with guide 18.2 ▲ 12.5














Other 1.2 　 ―


Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

Budg

et

and

conte

nt


0 20 40 60 80

Items considered important Hong Kong / Macau'12（％）







Hong Kong / Macau


"relaxation / beauty treatments and massages" (89.4%) comprised the largest percentage and was followed by

"sightseeing / viewing" (87.8%) and "night life" (87.5%).







and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=200) 88.8

(n=188) 87.8

(n=46) 77.0

(n=194) 85.2

(n=170) 80.4

(n=77) 89.4

(n=200) 79.4

(n=200) 84.1

(n=128) 87.5

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

19.1

16.0

15.6

16.7

25.2

30.2

31.3

25.3

2.5

4.2

8.8

5.5

4.2

4.4

12.6

8.8

5.6

8.7

8.0

14.2

9.4

15.4

6.2

8.0

7.1

6.962.1

52.8

49.2

64.2

63.6

69.6

61.0

68.6

73.9% 14.9














Sample

I became more

fond of that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to stay

longer in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I'd like to try

more luxurious

travel in that

country/area

I made (would

like to make)

an album with

printed out

images

I made (would

like to make)

an album or

movies on a

PC or the web

I wrote (would

like to write)

on a blog or

SNS

None of the

above

Intention to

revisit/total


Hong Kong / Macau'12 200 43.7 39.4 33.8 32.5 29.3 25.3 21.2 19.7 7.8 7.4 6.4 15.2 66.9

0

20

40

60



（％）




●Legend


Taiwan'12 (n=309)

Taiwan'11 (n=306)

65.4

67.7

40.8

34.6

32.3

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Taiwan'12 (n=371) 4.5

Taiwan'11 (n=384) 4.5

18.1 15.7 10.2 11.8 13.9 11.0 4.614.7%

26.4

28.9

43.6

40.1

16.5

18.1 4.6

4.0

2.9

4.2

2.6

1.2

2.3

3.1

0.5

1.1

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Taiwan '12 (n=371)

Taiwan '11 (n=384)

7.3

6.2

8.8

11.3

10.3

8.6

21.3

26.9

26.8

12.9

12.9

13.4

11.0

10.2

9.7

8.1

7.9

7.2

18.3

15.6

16.9

6.8% 9.9 11.7

114

Taiwan









by "with friend (alone)" (12.9%).


by "to visit famous sites and historic spots" (64.8%).




Profile

Travel Outline





■Travel expenses










transportation."


●Legend


Taiwan '12 (n=371)

Taiwan '11 (n=384) 51.0

55.4

45.7%

49.0

44.6

54.3










■Sex and age



more

Average

(times）

●Legend


Taiwan '12 (n=371) 13.4

Taiwan '11 (n=384) 13.5

6.4

4.5

12.0

12.8

17.5

18.1

21.2

10.7

11.3

13.0

55.5

52.2

48.6

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Taiwan'12 (n=309) 6.8

Taiwan'11 (n=306) 8.0

Average

(tens of

1000s of

yen)

26.6 17.6

17.8

11.9 14.6 6.8 5.5

15.5

34.1

17.1%

57.0

48.6 12.8

8.8

2.8

0.7

1.0

0.3

0.3

-

0.3



Taiwan





All

destinations/

Total '12

Taiwan

'12

(n=5076) (n=371)








Honeymoon 3.5 0.3


Other 6.1 7.7

0 10 20 30

All destinations/Total '12 Taiwan'12

（％）


（％）

Average


Taiwan'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Taiwan

'12 309 35.6 22.3 8.0 19.7 7.8 2.2 3.4 1.1 19.1 8.8

'11 306 34.0 30.0 12.1 14.3 6.1 1.8 1.7 ― 15.0 7.3

（％）

Average


Taiwan'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Taiwan

'12 309 6.5 16.0 30.9 16.4 15.7 7.3 5.4 1.9 5.6 2.8

'11 306 6.7 11.0 25.5 19.3 18.1 15.0 4.4 ― 5.6 2.9

'12 309 11.6 20.4 34.4 22.3 6.1 3.2 0.8 1.1 2.4 1.5

'11 306 14.2 17.5 33.7 19.7 11.5 3.4 ― ― 2.6 1.4

'12 309 23.6 14.2 35.6 11.9 7.3 3.4 1.1 2.8 2.6 1.3


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Taiwan

'12

(n=5076) (n=371)



3 To shop 46.0 45.4








11 To view art 14.1 15.7























Other 5.5 5.2



"no answer."







（％）

Taiwan'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=202) (n=371) (n=371)






6 Trains 11.9 3.1 5.8

7 Night tour 6.1 1.1 3.8



10 Theme park 2.7 0.9 ―






16 Island tour 0.5 0.8 0.2


18 Dinner cruise ― 0.6 ―

18 Golfing ― 0.2 0.9




18 Riding (horseback, rafting, etc.) ― 0.2 ―




18 Gambling ― 0.5 0.3


18 Car rental ― 0.6 0.2

Other ― 3.0 3.7

Nothing 3.1 59.2 55.8






Taiwan



departure.


the largest percentage and was followed by "travel agency pamphlets" (33.4%) and "guidebooks ("Chikyuu no arukikata," etc.)" (16.0%).


"visiting" (17.6%).


telephone" (16.7%).

▽ A look at the destinations simultaneously considered by those who considered Taiwan shows that "Korea" (39.0%) comprised the largest

percentage, followed by "Hong Kong / Macau" (26.3%). In terms of actual destinations visited, "Taiwan" (54.4%) comprised the largest

percentage, followed by "Korea" (18.9%).


(47.4%) comprised the largest percentage, followed by "suited my budget" (38.9%) and "prices seems cheap" (38.2%). Among the responses

given as the reason for deciding, "suited my date of departure, date of return, day of the week, travel period, etc." (13.8%) comprised the

largest percentage.






Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Taiwan'12 Taiwan'11



When booked 309 1.7 2.8 20.2 25.2 26.2 10.1 6.5 4.1 3.2 2.4 1.9 1.6


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Tra

vel a

gency

counte

rs

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

New

spap

er

ads

Inte

rnet

(sm

artp

hone, e

tc.)

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Fre

e fly

ers

and

flyers

in

new

spap

ers

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Mobi

le s

ites

Acqu

ainta

nces

at t

rave

l

agencie

s

TV

pro

gram

s an

d com

merc

ials

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Taiwan'12 309 80.1 33.4 16.0 13.2 11.8 9.4 8.6 6.3 4.4 3.5 3.2 2.5 2.1 1.8 0.9 0.8 ― ― 1.9 3.5

0

20

40

60

80

100

Taiwan'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Taiwan'12 309 55.1 22.5 17.6 0.5 0.3 12.4 4.1

0

25

50

75

Taiwan'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Taiwan'12 309 65.5 19.5 16.7 ― 0.5 1.0 2.5

0

25

50

75

Taiwan'12


（％）



Taiwan

















Reasons for considering Taiwan'12Reason for deciding Taiwan'12


destinations/

Total '12

Taiwan'12

All

destinations/

Total '12

Taiwan'12

(n=4243) (n=309) (n=4243) (n=309)

Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ◎ 47.4 11.0 　 13.8

Suited my budget 27.6 ◎ 38.9 8.8 　 9.2

















Prices seems cheap 19.4 ◎ 38.2 3.6 　 7.0

Food seems good 18.8 ◎ 35.2 3.4 ○ 8.8

Seems safe 17.8 ◎ 33.5 2.0 　 5.8


City seems good 14.9 　 18.5 1.8 　 1.3

Hospitality seems good 6.0 ○ 11.9 0.5 　 0.3

Nature seems good 17.3 ▲ 11.5 3.1 　 1.6

Hygienic 4.8 　 7.1 0.1 　 ―

Timing of the trip seems good (best season at that destination, etc.) 6.6 　 5.5 1.6 　 ―


Other 8.6 6.7 6.7 5.0

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40 50

Reasons for considering Taiwan'12

Reason for deciding Taiwan'12

（％）

Sample

100.0 39.0 26.3 14.7 12.6 9.1 8.5 7.7 7.6 7.5 7.4 6.6 5.1 4.9 4.7 4.5 3.2 3.0 2.8 2.6 2.6

( 567 ) ( 221 ) ( 149 ) ( 83 ) ( 71 ) ( 51 ) ( 48 ) ( 44 ) ( 43 ) ( 42 ) ( 42 ) ( 38 ) ( 29 ) ( 28 ) ( 27 ) ( 26 ) ( 18 ) ( 17 ) ( 16 ) ( 15 ) ( 15 )

54.4 18.9 7.3 2.2 3.5 2.3 2.6 * 1.5 3.0 1.6 0.5 0.9 1.8 0.4 * 0.3 0.5 0.2 0.2 0.5

( 309 ) ( 107 ) ( 42 ) ( 13 ) ( 20 ) ( 13 ) ( 15 ) * ( 9 ) ( 17 ) ( 9 ) ( 3 ) ( 5 ) ( 10 ) ( 2 ) * ( 2 ) ( 3 ) ( 1 ) ( 1 ) ( 3 )

567 54.5 48.4 28.2 15.7 28.2 25.5 31.3 * 20.9 40.5 21.4 7.9 17.2 35.7 7.4 * 11.1 17.6 6.3 6.7 20.0

France

Thai

beaches

(other

than

Phuket)

Malaysia

(other

than

beach

resorts)

Cebu

IslandSaipan

Hawaii

(Oahu)Oceania Hokkaido

Thailand

(other

than Thai

beaches)

Beijing

Other

China

(exc.

Hong

Kong and

Macau)

BaliShanghai Guam Vietnam OkinawaTaiwan Korea

Hong

Kong

/ Macau

Singapore India

567



considered the Taiwan


those who considered the Taiwan567


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Taiwan

Destinations actually visited by those who considered the Taiwan

（％）



Taiwan


Items considered important Taiwan'12

All

destinations

/Total '12

Taiwan'12

(n=2513) (n=202)


Cheap 27.6 　 31.7













Departs from nearest airport 7.7 ○ 13.9


































Other 1.2 　 0.9



Budg

et

and

conte

nt

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 20 40 60

Items considered important Taiwan'12（％）







Taiwan


"sightseeing / viewing" (91.3%) comprised the largest percentage and was followed by "local hospitality"

(89.2%) and "night life" (88.9%).





Taiwan'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=358) 92.5

(n=345) 91.3

(n=71) 83.5

(n=354) 85.5

(n=304) 83.6

(n=190) 85.5

(n=358) 89.2

(n=358) 86.4

(n=250) 88.9

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

18.2

25.4

14.1

17.8

21.5

27.6

27.7

24.4

0.5

0.8

6.0

2.9

4.8

4.0

4.7

8.1

3.9

10.5

11.7

11.5

10.5

6.1

5.6

7.264.5

58.7

61.6

64.0

65.9

71.4

58.2

73.1

73.5% 18.9

7.8

7.0














Sample

I became more

fond of that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to stay

longer in that

country/area

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I'd like to try

more luxurious

travel in that

country/area

I made (would

like to make)

an album with

printed out

images

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Taiwan'12 358 67.3 55.6 52.9 40.3 36.8 24.6 21.9 16.5 10.6 9.6 6.5 8.9 74.3

0

20

40

60

80

Taiwan'12


（％）




●Legend


Korea'12 (n=708)

Korea'11 (n=619)

62.8

68.4

40.8

37.2

31.6

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Korea'12 (n=891) 3.9

Korea'11 (n=788) 3.9

18.1 15.7 10.2 11.8 13.9 11.0 4.614.7%

51.3

53.0

34.5

33.8

8.7

8.3

1.4

1.4

1.2

1.4

0.6

1.2

0.8

1.0

0.9

0.5


●Legend


Korea '12 (n=891)

Korea '11 (n=788) 34.5

34.2

45.7%

65.5

65.8

54.3

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Korea '12 (n=891)

Korea '11 (n=788)

4.6

4.8

8.4

6.5

9.4

11.2

21.3

14.9

16.6

12.9

16.4

17.9

11.0

11.8

10.5

8.1

9.6

9.5

18.3

24.9

23.0

6.8% 9.9 11.7

120

Korea


18-29 yrs" (16.4%).






▽ Accompanying travelers: "with friend (alone)" (19.9%) comprised the largest percentage and was followed by

"with friends (3 or more)" (18.7%) and "married couple travel" (17.6%).


by "to shop" (69.3%).




Profile

Travel Outline





■Travel expenses










transportation."










■Sex and age



more

Average

(times）

●Legend


Korea '12 (n=891) 13.5

Korea '11 (n=788) 12.3

4.4

4.2

14.0

14.0

17.5

19.6

22.3

10.7

12.1

13.2

55.5

49.9

46.4

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Korea'12 (n=708) 5.6

Korea'11 (n=619) 6.4

Average

(tens of

1000s of

yen)

26.6 17.6 11.9 14.6 6.8 5.5

33.4

43.7

17.1%

52.0

48.1

9.4

6.2

3.4

1.3

0.4

1.2

0.1

0.6

-

0.1



Korea





All

destinations/

Total '12

Korea

'12

(n=5076) (n=891)








Honeymoon 3.5 0.3


Other 6.1 7.3

0 10 20 30

All destinations/Total '12 Korea'12

（％）


（％）

Average


Korea'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Korea

'12 708 21.8 23.6 11.9 20.1 9.3 5.8 6.5 1.1 19.1 10.7

'11 619 27.4 30.4 6.9 17.6 7.9 2.8 6.4 0.6 15.0 9.4

（％）

Average


Korea'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Korea

'12 708 4.0 6.7 17.8 19.0 20.2 18.2 12.9 1.2 5.6 4.5

'11 619 4.2 6.6 18.4 17.3 21.3 16.6 14.3 1.3 5.6 4.7

'12 708 7.2 17.7 41.8 20.0 9.1 2.6 0.3 1.2 2.4 1.5

'11 619 7.9 15.6 40.2 18.5 12.2 3.4 1.1 1.0 2.6 1.6

'12 708 30.8 13.9 29.8 13.0 6.8 2.7 0.8 2.2 2.6 1.2


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Korea

'12

(n=5076) (n=891)


2 To shop 46.0 69.3













15 To view art 14.1 6.0



















Other 5.5 5.6



"no answer."







（％）

Korea'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=445) (n=891) (n=891)






6 Gambling 4.5 1.0 2.4




10 Theme park 1.9 0.4 1.0



13 Island tour 1.2 0.6 0.5

13 Night tour 1.2 1.0 2.2

15 Trains 0.9 1.0 1.8



18 Golfing 0.4 0.2 ―


19 Diving and snorkeling 0.2 ― ―



22 Car rental 0.1 0.6 0.6

24 Other marine sports ― 0.2 ―



24 Other sports ― 0.2 0.3



Other ― 1.9 0.9

Nothing 2.9 64.5 59.5






Korea



departure.


highest percentage by far, followed by "travel agency pamphlets" (28.9%) and "guidebooks ("Chikyuu no arukikata," etc.)" (13.5%).


"visiting" (19.9%).


telephone" (12.5%).

▽ A look at the destinations simultaneously considered by those who considered Korea shows that "Taiwan" (24.9%) comprised the largest

percentage, followed by "Hong Kong / Macau" (13.6%). In terms of actual destinations visited, "Korea" (79.9%) comprised the largest

percentage.


(39.7%) comprised the largest percentage, followed by "prices seems cheap" (37.8%) and "suited my budget" (35.6%). Among the responses

given as the reason for deciding, "accompanying travelers wanted to go there" (14.3%) comprised the largest percentage, followed by "suited

my date of departure, date of return, day of the week, travel period, etc." (13.4%).






Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Korea'12 Korea'11



When booked 708 1.5 2.4 14.7 25.3 33.1 10.8 7.4 2.6 2.2 2.4 1.8 1.8


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Inte

rnet

(sm

artp

hone, e

tc.)

New

spap

er

ads

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

TV

pro

gram

s an

d com

merc

ials

Fre

e fly

ers

and

flyers

in

new

spap

ers

Mobi

le s

ites

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Acqu

ainta

nces

at t

rave

l

agencie

s

Seik

yo p

amph

lets

and

counte

rs

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Korea'12 708 81.9 28.9 13.5 13.1 11.8 9.9 6.3 5.5 4.2 4.0 2.9 2.1 1.8 1.0 0.7 0.4 0.2 0.1 1.1 3.2

0

20

40

60

80

100

Korea'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Korea'12 708 51.8 21.1 19.9 1.6 1.0 14.3 5.1

0

25

50

75

Korea'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Korea'12 708 63.4 22.7 12.5 1.0 2.1 0.9 2.5

0

25

50

75

Korea'12


（％）



Korea

















Reasons for considering Korea'12Reason for deciding Korea'12


destinations/

Total '12

Korea'12

All

destinations/

Total '12

Korea'12

(n=4243) (n=708) (n=4243) (n=708)

Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ○ 39.7 11.0 　 13.4

Suited my budget 27.6 ○ 35.6 8.8 　 11.6

















Prices seems cheap 19.4 ◎ 37.8 3.6 　 7.8

Food seems good 18.8 ◎ 30.4 3.4 ○ 8.6

Seems safe 17.8 　 14.8 2.0 　 0.3


City seems good 14.9 ▲ 5.9 1.8 　 0.3

Nature seems good 17.3 × 4.6 3.1 　 1.1


Hygienic 4.8 　 3.6 0.1 　 ―



Other 8.6 10.0 6.7 9.3

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40 50

Reasons for considering Korea'12

Reason for deciding Korea'12

（％）

Sample

100.0 24.9 13.6 7.6 6.3 6.2 4.7 4.6 4.2 4.2 4.0 3.4 2.7 2.4 2.2 2.2 1.8 1.7 1.7 1.5

( 887 ) ( 221 ) ( 120 ) ( 67 ) ( 56 ) ( 55 ) ( 42 ) ( 41 ) ( 38 ) ( 38 ) ( 35 ) ( 30 ) ( 24 ) ( 21 ) ( 20 ) ( 19 ) ( 16 ) ( 15 ) ( 15 ) ( 13 )

79.9 7.2 3.4 2.3 0.7 1.7 * 0.9 1.5 * 0.6 0.2 0.4 0.3 0.4 0.9 ― 0.1 0.4 0.2

( 708 ) ( 64 ) ( 30 ) ( 21 ) ( 6 ) ( 15 ) * ( 8 ) ( 13 ) * ( 5 ) ( 1 ) ( 4 ) ( 3 ) ( 3 ) ( 8 ) ( 0 ) ( 1 ) ( 3 ) ( 2 )

887 79.8 29.0 25.0 31.3 10.7 27.3 * 19.5 34.2 * 14.3 3.3 16.7 14.3 15.0 42.1 ― 6.7 20.0 15.4Rate of actual visit to country /

area considered

Korea Taiwan

Hong

Kong

/ Macau

Shanghai Singapore Guam Okinawa

Thailand

(other

than Thai

beaches)

Beijing Hokkaido

Other

China

(exc.

Hong

Kong and

Macau)

Bali Saipan Oceania VietnamHawaii

(Oahu)

Malaysia

(other

than

beach

resorts)

France

Hawaii

(other

than

Oahu)

Italy

887



considered the Korea


those who considered the Korea887

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Korea

Destinations actually visited by those who considered the Korea

（％）



Korea


Items considered important Korea'12

All

destinations

/Total '12

Korea'12

(n=2513) (n=445)


Cheap 27.6 ○ 36.4















































Other 1.2 　 1.4


Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

Budg

et

and

conte

nt


0 20 40 60

Items considered important Korea'12（％）







Korea


"sightseeing / viewing" (88.7%) comprised the largest percentage and was followed by "Meals" (87.9%) and

"shopping" (86.8%).





Korea'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=878) 91.4

(n=754) 88.7

(n=171) 80.5

(n=867) 87.9

(n=830) 86.8

(n=439) 80.3

(n=878) 78.9

(n=878) 77.7

(n=494) 85.9

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

21.0

20.3

15.3

14.7

17.1

31.0

30.2

27.0

3.2

5.7

11.6

3.3

3.3

2.8

13.3

13.4

7.2

5.5

7.9

8.8

9.9

16.9

7.8

8.9

6.958.9

47.5

47.9

63.2

72.1

72.5

60.3

67.8

72.7% 18.7 5.4














Sample

I became more

fond of that

country/area

I'd like to go to

a different area

in that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to stay

longer in that

country/area

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I'd like to try

more luxurious

travel in that

country/area

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album with

printed out

images

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Korea'12 878 50.2 50.1 44.2 40.9 29.2 25.6 25.6 14.6 8.7 7.3 4.0 9.4 74.9

0

20

40

60

Korea'12


（％）




●Legend


Singapore'12 (n=105)

Singapore'11 (n=86)

46.5

50.7

40.8

53.5

49.3

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Singapore'12 (n=120) 6.2


18.1 15.7 10.2

11.4

11.8

7.6

13.3

13.9 11.0 4.614.7%

9.8

10.7

21.0

21.3

33.3

34.4

11.2

3.3

5.8 7.5

3.0

2.6

3.9

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Singapore '12 (n=120)


9.5

6.4

10.9

12.7

14.3

12.6

21.3

23.0

18.1

12.9

8.5

9.5

11.0

9.2

9.9

8.1

12.8

16.0

18.3

11.8

14.8

6.8% 9.9 11.7

126

Singapore


49 yrs" (14.3%).









by "to shop" (46.1%).




Profile

Travel Outline





■Travel expenses










transportation."


●Legend



Singapore '11 (n=96) 46.6

47.1

45.7%

53.4

52.9

54.3










■Sex and age



more

Average

(times）

●Legend


Singapore '12 (n=120) 17.5

Singapore '11 (n=96) 16.3

5.9

0.8

8.9

17.5

15.8

18.1

10.7

10.0

9.7

55.5

59.4

60.3

4.9%

11.1

11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend




Average

(tens of

1000s of

yen)

26.6 17.6

23.6

11.9

16.1

17.1

14.6

8.3

10.9

6.8 5.5

5.6

10.9

17.1%

30.9

37.2 22.81.3

5.7 6.4

3.2



Singapore





All

destinations/

Total '12

Singapore

'12

(n=5076) (n=120)








Honeymoon 3.5 2.4


Other 6.1 2.9

0 10 20 30

All destinations/Total '12 Singapore'12

（％）


（％）

Average


Singapore'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Singapore

'12 105 21.5 16.1 5.7 17.1 14.1 9.2 15.5 0.8 19.1 18.1

'11 86 21.9 19.1 7.4 18.9 7.6 9.8 15.3 ― 15.0 16.8

（％）

Average


Singapore'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Singapore

'12 105 3.8 13.4 30.1 12.9 12.8 15.2 11.0 0.8 5.6 3.9

'11 86 7.9 6.3 16.8 18.5 16.1 16.3 18.0 ― 5.6 5.9

'12 105 12.5 9.5 22.0 29.9 10.9 12.3 2.3 0.8 2.4 2.3

'11 86 7.2 9.7 27.9 17.8 22.6 8.7 6.0 ― 2.6 2.7

'12 105 15.1 8.4 30.5 19.1 13.2 8.2 4.7 0.8 2.6 2.2


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Singapore

'12

(n=5076) (n=120)


2 To shop 46.0 46.1
















18 To view art 14.1 6.9
















Other 5.5 5.6



"no answer."







（％）

Singapore'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=49) (n=120) (n=120)




4 Shopping tour 21.1 ― 2.3

5 Island tour 15.1 7.8 3.1


7 Night tour 12.2 1.7 5.1



10 Trains 3.5 1.3 2.9

11 Viewing of theater, musicals, concert, shows, etc. 3.4 ― 2.2


12 Car rental 2.9 1.4 ―




17 Theme park 1.3 4.8 10.1

17 Other event viewing 1.3 ― ―


19 Golfing ― 2.0 3.6








19 Gambling ― 1.2 4.4


Other ― 0.7 ―

Nothing ― 59.2 52.2






Singapore



departure.




"visiting" (16.2%).

▽ In terms of means of booking, "web / e-mail" (71.1%) comprised the largest percentage and was followed by "visiting” (16.2%) and "by

telephone" (8.9%).

▽ A look at the destinations simultaneously considered by those who considered Singapore shows that "Taiwan" (32.9%) comprised the largest

percentage, followed by "Hong Kong / Macau" (28.6%). In terms of actual destinations visited, "Singapore" (41.4%) comprised the largest

percentage, followed by "Taiwan" (12.9%).

▽ Among the responses given as the reasons for considering, "Seems safe" (39.1%) comprised the largest percentage, followed by "suited my

date of departure, date of return, day of the week, travel period, etc." (36.7%). Among the responses given as the reason for deciding, "suited

my budget" (9.5%) comprised the largest percentage, followed by "Seems safe" (9.2%).

▽ A look at key factors and points considered important when deciding on a tour shows that "hotel ambiance is nice / grade of notoriety is high"

(42.9%) comprised the largest percentage and followed by "price is cheap for the content" (40.4%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Singapore'12 Singapore'11



When booked 105 2.4 6.8 20.5 20.6 31.8 10.2 3.1 4.1 0.5 2.4 2.2 2.5


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Inte

rnet

(sm

artp

hone, e

tc.)

TV

pro

gram

s an

d com

merc

ials

New

spap

er

ads

Fre

e fly

ers

and

flyers

in

new

spap

ers

Mobi

le s

ites

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Acqu

ainta

nces

at t

rave

l

agencie

s

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Singapore'12 105 79.0 31.4 12.2 11.7 9.8 9.0 8.1 6.8 4.4 3.3 2.3 1.0 ― ― ― ― ― ― 0.8 6.9

0

20

40

60

80

100

Singapore'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Singapore'12 105 63.3 19.9 16.2 ― 3.0 12.9 1.6

0

25

50

75

Singapore'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Singapore'12 105 71.1 16.2 8.9 1.4 3.0 2.9 1.6

0

25

50

75

Singapore'12


（％）



Singapore

















Reasons for considering Singapore'12Reason for deciding Singapore'12


destinations/

Total '12

Singapore'12

All

destinations/

Total '12

Singapore'12

(n=4243) (n=105) (n=4243) (n=105)


Suited my budget 27.6 　 26.9 8.8 　 9.5












Was recommended by family members, acquaintances, friends 7.8 　 7.4 1.7 　 ―





Seems safe 17.8 ◎ 39.1 2.0 ○ 9.2

Food seems good 18.8 ○ 25.1 3.4 　 1.6


Hygienic 4.8 ◎ 17.6 0.1 　 2.3

City seems good 14.9 　 16.7 1.8 　 2.3


Hotel I want to stay at seems good 4.4 ○ 12.9 1.6 ○ 8.2




Other 8.6 6.4 6.7 7.2

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40

Reasons for considering Singapore'12

Reason for deciding Singapore'12

（％）

Sample

100.0 32.9 28.6 22.2 18.5 16.9 16.9 15.8 13.1 11.8 11.0 11.0 10.4 9.4 7.1 7.1 7.0 6.8 6.1 6.0

( 253 ) ( 83 ) ( 73 ) ( 56 ) ( 47 ) ( 43 ) ( 43 ) ( 40 ) ( 33 ) ( 30 ) ( 28 ) ( 28 ) ( 26 ) ( 24 ) ( 18 ) ( 18 ) ( 18 ) ( 17 ) ( 15 ) ( 15 )

41.4 12.9 9.5 8.1 4.5 6.8 4.5 5.0 1.0 1.2 1.6 0.6 1.1 2.1 0.6 * 1.3 0.6 0.4 2.3

( 105 ) ( 33 ) ( 24 ) ( 20 ) ( 11 ) ( 17 ) ( 11 ) ( 13 ) ( 2 ) ( 3 ) ( 4 ) ( 2 ) ( 3 ) ( 5 ) ( 2 ) * ( 3 ) ( 2 ) ( 1 ) ( 6 )

253 41.5 39.8 32.9 35.7 23.4 39.5 25.6 32.5 6.1 10.0 14.3 7.1 11.5 20.8 11.1 * 16.7 11.8 6.7 40.0

Cebu

Island

Thai

beaches

(other

than

Phuket)

France BeijingPhuket ShanghaiMalaysian

beachesOkinawaBali Oceania

Hawaii

(Oahu)SaipanGuam

Malaysia

(other

than

beach

resorts)

Vietnam

Thailand

(other

than Thai

beaches)

Singapore Taiwan

Hong

Kong

/ Macau

Korea

253



considered the Singapore



Singapore

253


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Singapore

Destinations actually visited by those who considered the Singapore

（％）



Singapore


Items considered important Singapore'12

All

destinations

/Total '12

Singapore'12

(n=2513) (n=49)

Price is cheap for the content 52.5 × 40.4


Cheap 27.6 　 26.5










It is an assuring airline 22.6 ○ 28.3





Aircraft amenities (width of seats, etc.) are good 2.0 ○ 8.5





Is a flight that meets my schedule and connecting flights 7.6 ▲ 2.3



Hotel facilities and services are complete 11.0 ◎ 23.9




Rooms suit my needs 5.3 ○ 11.2



















Other 1.2 　 ―



Budg

et

and

conte

nt

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 10 20 30 40 50

Items considered important Singapore'12（％）







Singapore


"sightseeing / viewing" (93.5%) and "safety / hygiene" (93.5%) comprised the largest percentage and was

followed by "relaxation / beauty treatments and massages" (91.9%).





Singapore'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=111) 94.2

(n=99) 93.5

(n=46) 85.1

(n=103) 80.1

(n=95) 80.0

(n=30) 91.9

(n=111) 87.5

(n=111) 93.5

(n=64) 90.7

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

25.4

26.0

22.0

21.1

20.7

28.4

14.4

24.1

6.8

7.3

15.5

3.4

8.4

3.0

6.2

8.2

12.6

4.5

4.7

4.1

66.5

79.1

59.1

71.3

58.9

58.1

59.0

68.1

72.4% 21.7

1.7

0.7

3.2

4.9

3.5

5.1














Sample

I became more

fond of that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to stay

longer in that

country/area

I'd like to try

more luxurious

travel in that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I made (would

like to make)

an album with

printed out

images

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Singapore'12 111 51.1 49.9 36.6 24.0 23.0 18.8 18.2 17.4 13.9 9.2 4.9 12.8 63.0

0

20

40

60

Singapore'12


（％）




●Legend


Thailand (other than Thai beaches)'12 (n=151)

Thailand (other than Thai beaches)'11 (n=159)

22.3

31.6

40.8

77.7

68.4

59.2%


●Legend


Thailand (other than Thai beaches) '12 (n=178)

Thailand (other than Thai beaches) '11 (n=174) 32.9

27.9

45.7%

67.1

72.1

54.3

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend




6.1

5.0

8.7

13.1

26.1

13.4

21.3

32.8

39.0

12.9

5.1

8.7

11.0

6.6

4.0

8.1

5.0

18.3

9.5

10.9

6.8% 9.9 11.7

6.0

132

Thailand (other than Thai beaches)


49 yrs" (26.1%).






▽ Accompanying travelers: "travel alone" (27.1%) comprised the largest percentage and was followed by

"married couple travel" (19.0%).


by "to visit famous sites and historic spots" (47.4%).




Profile

Travel Outline





■Travel expenses










transportation."

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Thailand (other than Thai beaches)'12 (n=178) 7.6


18.1 15.7 10.2

14.6

11.8

14.3

17.1

13.9

11.0

5.0

11.0

10.4

10.5

4.6

6.1

14.5

14.7%

4.0

4.3

17.3

11.5

22.0

22.4

14.9










■Sex and age



more

Average

(times）

●Legend




17.5

15.8

18.3

10.7

8.2

7.6

55.5

66.6

67.21.8

1.7

4.9%

5.0

7.7

11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend




Average

(tens of

1000s of

yen)

26.6 17.6

26.0

11.9

8.7

19.2

14.6

5.7

12.7

6.8 5.517.1%

13.5

5.5

42.6

25.7

27.8-

5.3

1.8

5.7



（％）

Average


Thailand (other than Thai beaches)'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Thailand

(other than

Thai

beaches)

'12 151 21.6 18.6 3.4 22.0 9.9 7.9 14.3 2.3 19.1 16.9

'11 159 24.0 25.0 8.7 12.1 8.9 10.9 9.3 1.1 15.0 12.3

（％）

Average



Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Thailand

(other than

Thai

beaches)

'12 151 8.6 11.9 29.3 17.3 15.0 11.5 4.1 2.3 5.6 4.1

'11 159 4.3 14.5 27.3 25.0 10.5 9.9 4.7 3.7 5.6 2.3

'12 151 7.9 19.7 26.4 20.9 11.8 9.8 1.2 2.3 2.4 2.0

'11 159 7.2 7.3 31.8 24.9 15.7 5.7 3.7 3.7 2.6 2.5

'12 151 17.2 6.1 21.9 18.7 14.6 11.8 7.4 2.3 2.6 2.8


Total amount

Shopping

Meals

133






All

destinations/

Total '12

(n=5076) (n=178)








Honeymoon 3.5 1.3


Other 6.1 5.6

Thailand

(other than

Thai beaches)

'120 10 20 30


Thailand (other than Thai beaches)'12 （％）


（％）

(n=5076) (n=178)




4 To shop 46.0 43.2


















22 To view art 14.1 3.0












Other 5.5 4.5

Thailand

(other than

Thai

beaches)

'12

All

destinations

/Total '12



"no answer."







（％）


included in

the package

†

applied for in

Japan

applied for

on the spot

(n=34) (n=178) (n=178)









9 Trains 3.0 0.5 2.4



12 Island tour ― ― 2.0

12 Theme park ― ― 2.8



12 Golfing ― 6.8 4.3





12 Other sports ― 0.5 ―




12 Gambling ― 0.5 0.5

12 Night tour ― 0.8 1.7


12 Ethnic cultural experiences ― 2.1 0.5

12 Car rental ― 2.9 3.4

Other 5.1 2.9 0.3

Nothing 7.6 65.5 56.6









departure.


highest percentage by far, followed by "guidebooks ( 'Chikyuu no arukikata,' etc.)" (17.0%) and "Feedback and introductions (word-of-mouth)

of friends, acquaintances, family members" (12.4%).


"visiting" (8.1%).


telephone" (8.7%).

▽ A look at the destinations simultaneously considered by those who considered Thailand (other than Thai beaches) shows that "Thai beaches

(other than Phuket)" (23.0%) comprised the largest percentage, followed by "Taiwan" (16.9%). In terms of actual destinations visited,

"Thailand (other than Thai beaches)" (59.6%) comprised the largest percentage.

▽ Among the responses given as the reasons for considering, "prices seem cheap" (36.8%) comprised the largest percentage, followed by "suited

my date of departure, date of return, day of the week, travel period, etc." (30.7%) and "I had been there before and found that it was good"

(29.7%). Among the responses given as the reason for deciding, "suited my date of departure, date of return, day of the week, travel period,

etc."(11.9%) comprised the largest percentage.


the largest percentage and followed by "hotel location is good" (37.6%) and "cheap" (37.3%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Thailand

(other than

Thai

beaches)'12

Thailand

(other than

Thai

beaches)'11



When booked 151 6.5 6.7 15.7 25.0 30.8 5.5 5.9 2.2 1.7 2.4 2.5 2.3


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Tra

vel a

gency

pam

phle

ts

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Inte

rnet

(sm

artp

hone, e

tc.)

Tra

vel a

gency

counte

rs

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Acqu

ainta

nces

at t

rave

l

agencie

s

TV

pro

gram

s an

d com

merc

ials

New

spap

er

ads

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Fre

e fly

ers

and

flyers

in

new

spap

ers

Mobi

le s

ites

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Thailand (other than Thai beaches)'12 151 89.2 17.0 12.4 10.4 6.9 5.9 5.6 2.6 2.6 2.5 1.7 1.5 1.4 1.2 0.4 ― ― ― 3.4 3.5

0

20

40

60

80

100



（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Thailand (other than Thai beaches)'12 151 77.6 19.3 8.1 ― ― 9.1 4.3

0

30

60

90



（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Thailand (other than Thai beaches)'12 151 84.5 12.0 8.7 ― 1.8 1.0 2.9

0

30

60

90



（％）




















Reasons for considering Thailand (other than Thai beaches)'12Reason for deciding Thailand (other than Thai beaches)'12

Reasons for considering Reason for deciding

All

destinations/

Total '12

Thailand

(other than

Thai

beaches)'12

All

destinations/

Total '12

Thailand

(other than

Thai

beaches)'12(n=4243) (n=151) (n=4243) (n=151)


Suited my budget 27.6 　 27.3 8.8 　 8.2






I had been there before and found that it was good 15.8 ◎ 29.7 6.2 ○ 11.8


It was a location I had wanted to go to from before 21.2 　 16.3 10.3 ▲ 4.9









Prices seems cheap 19.4 ◎ 36.8 3.6 ○ 10.8

Food seems good 18.8 　 22.7 3.4 　 2.4

Seems safe 17.8 　 19.8 2.0 　 2.1

Hospitality seems good 6.0 ○ 11.0 0.5 　 0.6

City seems good 14.9 　 10.5 1.8 　 0.6

Climate seems good 18.0 ▲ 10.1 3.0 　 1.1


Nature seems good 17.3 × 6.2 3.1 　 ―


Hygienic 4.8 　 1.2 0.1 　 ―

Other 8.6 6.6 6.7 7.0

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40

Reasons for considering Thailand (other than Thai beaches)'12

Reason for deciding Thailand (other than Thai beaches)'12

（％）

Sample

100.0 23.0 16.9 16.5 16.3 15.8 14.0 13.5 10.6 9.7 9.0 8.0 6.8 5.7 5.7 5.6 5.6 5.3 5.1 5.1

( 253 ) ( 58 ) ( 43 ) ( 42 ) ( 41 ) ( 40 ) ( 35 ) ( 34 ) ( 27 ) ( 25 ) ( 23 ) ( 20 ) ( 17 ) ( 14 ) ( 14 ) ( 14 ) ( 14 ) ( 13 ) ( 13 ) ( 13 )

59.6 3.7 6.5 4.8 6.7 2.6 4.3 3.4 1.1 2.5 1.3 2.4 2.0 0.3 1.4 0.7 * 1.6 0.2 1.3

( 151 ) ( 9 ) ( 16 ) ( 12 ) ( 17 ) ( 7 ) ( 11 ) ( 8 ) ( 3 ) ( 6 ) ( 3 ) ( 6 ) ( 5 ) ( 1 ) ( 4 ) ( 2 ) * ( 4 ) ( 1 ) ( 3 )

253 59.7 15.5 37.2 28.6 41.5 17.5 31.4 23.5 11.1 24.0 13.0 30.0 29.4 7.1 28.6 14.3 * 30.8 7.7 23.1Rate of actual visit to country /

area considered

Thailand

(other

than Thai

beaches)

Thai

beaches

(other

than

Phuket)

Taiwan Vietnam Korea Singapore

Hong

Kong

/ Macau

Phuket Bali Cambodia

Malaysia

(other

than

beach

resorts)

GuamMalaysian

beachesSaipan Oceania

Indonesia

(other

than

beach

resorts)

Okinawa Shanghai

Other

China

(exc.

Hong

Kong and

Macau)

India

253

Destinations simultaneously considered

by those who considered the Thailand

(other than Thai beaches)


who considered the Thailand (other

than Thai beaches)

253

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Thailand (other than Thai beaches)

Destinations actually visited by those who considered the Thailand (other than Thai beaches)

（％）









Items considered important Thailand (other than Thai beaches)'12

All

destinations

/Total '12

Thailand

(other than

Thai

beaches)'12

(n=2513) (n=34)


Cheap 27.6 ○ 37.3













There are direct flights 16.0 ▲ 6.7








Is a flight that meets my schedule and connecting flights 7.6 ▲ ―







Hotel ambiance is nice / Grade of notoriety is high 17.5 × 3.0

Hotel facilities and services are complete 11.0 × ―






Travel agency is familiar 11.0 ▲ 5.1


Travel agency is highly specialized 5.1 ▲ ―


Travel agency is in a location easy to visit 4.1 　 ―

Comes with guide 18.2 × ―







Other 1.2 　 ―


Budg

et

and

conte

nt


Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 20 40 60 80

Items considered important Thailand (other than Thai beaches)'12 （％）






"sightseeing / viewing" (92.0%) and "night life" (90.4%).



was 77.6%.




and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=169) 92.1

(n=151) 92.0

(n=63) 89.5

(n=164) 84.6

(n=141) 87.4

(n=124) 94.5

(n=169) 88.3

(n=169) 83.9

(n=116) 90.4

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

15.6

17.8

15.6

13.1

18.4

27.3

29.2

19.5

2.8

4.5

5.1

4.7

5.5

1.4

6.2

12.5

4.3

5.5

10.7

7.1

5.5

3.5

70.9

54.8

61.0

76.1

74.3

69.0

71.7

76.4

76.8% 15.3

4.1

5.3

3.5

5.1














Sample

I became more

fond of that

country/area

I'd like to stay

longer in that

country/area

I'd like to go to

a different area

in that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I'd like to try

more luxurious

travel in that

country/area

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album with

printed out

images

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Thailand (other than Thai beaches)'12 169 61.0 56.8 53.2 45.2 35.9 27.3 24.5 23.9 9.1 8.8 5.5 7.6 77.6

0

20

40

60

80



（％）




●Legend


Vietnam'12 (n=78)

Vietnam'11 (n=77)

64.3

61.0

40.8

35.7

39.0

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Vietnam'12 (n=93) 5.9

Vietnam'11 (n=86) 6.3

18.1 15.7 10.2

14.1

11.8

10.6

12.1

13.9 11.0 4.614.7%

4.7

4.8

11.8

22.9

44.7

31.2

16.7 5.4

4.4

4.4

8.8 1.7

1.5

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Vietnam '12 (n=93)

Vietnam '11 (n=86)

9.3

4.2

12.4

16.0

6.2

9.0

21.3

18.6

20.2

12.9

8.8

10.5

11.0

8.2

10.0

8.1

6.2

6.4

18.3

30.5

23.7

6.8% 9.9 11.7

138

Vietnam











percentage and was followed by "to shop" (45.5%) and "to eat good food" (45.5%).

▽ Local activities included in package: "visit famous and historic places" (57.2%) comprised the largest

percentage and was followed by "city sightseeing / tour to surrounding area" (57.1%).


Profile

Travel Outline





■Travel expenses










transportation."


●Legend


Vietnam '12 (n=93)

Vietnam '11 (n=86) 65.9

83.7

45.7%

34.1

16.3

54.3










■Sex and age



more

Average

(times）

●Legend


Vietnam '12 (n=93) 14.4

Vietnam '11 (n=86) 15.9

2.3

17.5

19.7

13.4

10.7

14.3

13.5

55.5

58.9

65.81.5

4.9%

5.8

4.8

11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Vietnam'12 (n=78) 10.6

Vietnam'11 (n=77) 12.0

Average

(tens of

1000s of

yen)

26.6 17.6

33.9

11.9

11.6

14.3

14.6

6.6

6.8 5.5

3.5

10.1

17.1%

37.3

45.0 25.1 7.3

2.3

0.8

2.2

-



All

destinations/

Total '12

Vietnam

'12

(n=5076) (n=93)








Honeymoon 3.5 ―


Other 6.1 14.3

0 10 20 30

All destinations/Total '12 Vietnam'12

（％）

139

Vietnam






（％）

Average


Vietnam'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Vietnam

'12 78 37.1 22.9 9.7 6.5 7.0 8.7 7.1 1.1 19.1 9.3

'11 77 45.9 27.0 2.4 12.3 5.3 1.8 5.4 ― 15.0 7.9

（％）

Average


Vietnam'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Vietnam

'12 78 10.1 12.3 30.7 21.6 15.9 8.2 ― 1.1 5.6 1.9

'11 77 10.8 10.6 36.2 21.1 11.1 5.9 4.3 ― 5.6 2.1

'12 78 26.4 21.4 31.3 12.8 2.9 4.1 ― 1.1 2.4 1.1

'11 77 15.3 24.9 38.6 7.4 6.2 7.6 ― ― 2.6 1.4

'12 78 36.9 13.2 26.8 12.0 6.6 3.4 ― 1.1 2.6 1.0


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Vietnam

'12

(n=5076) (n=93)


2 To shop 46.0 45.5













15 To view art 14.1 11.1



















Other 5.5 1.9



"no answer."







（％）

Vietnam'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=50) (n=93) (n=93)





5 Shopping tour 17.5 1.3 ―

6 Island tour 15.7 4.9 7.4




10 Night tour 4.8 0.6 1.9

11 Beauty treatments, spa, massage, hot springs 4.5 ― 22.9



14 To tour locations of filming 3.4 ― ―

14 Car rental 3.4 1.2 0.7

16 Theme park ― 0.6 1.0

16 Aquariums/zoos ― ― 1.0












16 Trains ― 0.9 3.1

Other ― 2.8 ―

Nothing ― 67.7 44.1






Vietnam



departure.


the largest percentage and was followed by "travel agency pamphlets" (30.0%) and "information magazines sent from travel agents and

airlines" (18.0%).


"visiting" (21.5%).


telephone" (14.5%).

▽ A look at the destinations simultaneously considered by those who considered Vietnam shows that "Taiwan" (26.3%) comprised the largest

percentage, followed by "Cambodia" (25.7%). In terms of actual destinations visited, "Vietnam" (42.7%) comprised the largest percentage,

followed by "Taiwan" (10.7%).

▽ Among the responses given as the reasons for considering, "prices seems cheap" (43.5%) comprised the largest percentage, followed by

"suited my budget" (40.0%) and "it was a location I had wanted to go to from before" (32.0%). Among the responses given as the reason for

deciding, "accompanying travelers wanted to go there" (15.1%) comprised the largest percentage.


the largest percentage and followed by "travel agency is very reliable" (30.8%) and "includes spots I want to go to" (30.7%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Vietnam'12 Vietnam'11



When booked 78 ― 8.5 18.7 23.5 26.6 10.1 7.3 3.3 2.0 2.4 1.9 1.7


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

New

spap

er

ads

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Inte

rnet

(sm

artp

hone, e

tc.)

Mobi

le s

ites

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

TV

pro

gram

s an

d com

merc

ials

Acqu

ainta

nces

at t

rave

l

agencie

s

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Fre

e fly

ers

and

flyers

in

new

spap

ers

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Vietnam'12 78 76.3 30.0 18.0 16.7 11.0 10.4 8.4 7.4 5.8 2.8 2.6 2.5 0.8 0.7 ― ― ― ― 0.7 1.3

0

20

40

60

80

100

Vietnam'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Vietnam'12 78 50.8 29.4 21.5 1.8 1.2 12.1 3.6

0

25

50

75

Vietnam'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Vietnam'12 78 56.6 26.7 14.5 ― 1.9 1.8 2.8

0

25

50

75

Vietnam'12


（％）



Vietnam

















Reasons for considering Vietnam'12Reason for deciding Vietnam'12


destinations/

Total '12

Vietnam'12

All

destinations/

Total '12

Vietnam'12

(n=4243) (n=78) (n=4243) (n=78)

Suited my budget 27.6 ◎ 40.0 8.8 　 10.2




Suited my flying time or flight from the closest airport, etc. 5.5 ○ 11.3 0.8 　 ―



It was a location I had wanted to go to from before 21.2 ◎ 32.0 10.3 　 10.8











Prices seems cheap 19.4 ◎ 43.5 3.6 ○ 12.9

Climate seems good 18.0 ○ 23.1 3.0 　 ―

Food seems good 18.8 　 19.5 3.4 　 1.3


Seems safe 17.8 　 14.7 2.0 　 6.1

City seems good 14.9 　 11.4 1.8 　 ―




Hygienic 4.8 　 2.2 0.1 　 ―

Other 8.6 1.8 6.7 2.9

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40 50

Reasons for considering Vietnam'12

Reason for deciding Vietnam'12

（％）

Sample

100.0 26.3 25.7 23.3 22.7 13.3 11.7 11.6 11.5 10.8 8.7 7.2 7.2 7.1 6.2 6.0 5.7 5.5 5.0 4.4 4.4 4.4 4.4

( 184 ) ( 48 ) ( 47 ) ( 43 ) ( 42 ) ( 24 ) ( 21 ) ( 21 ) ( 21 ) ( 20 ) ( 16 ) ( 13 ) ( 13 ) ( 13 ) ( 11 ) ( 11 ) ( 11 ) ( 10 ) ( 9 ) ( 8 ) ( 8 ) ( 8 ) ( 8 )

42.7 10.7 8.5 6.7 9.1 0.5 4.0 2.6 1.4 4.8 0.9 2.6 0.4 * 0.9 2.1 0.9 1.9 0.5 ― 0.9 ― 0.3

( 78 ) ( 20 ) ( 16 ) ( 12 ) ( 17 ) ( 1 ) ( 7 ) ( 5 ) ( 3 ) ( 9 ) ( 2 ) ( 5 ) ( 1 ) * ( 2 ) ( 4 ) ( 2 ) ( 3 ) ( 1 ) ( 0 ) ( 2 ) ( 0 ) ( 1 )

184 42.4 41.7 34.0 27.9 40.5 4.2 33.3 23.8 14.3 45.0 12.5 38.5 7.7 * 18.2 36.4 18.2 30.0 11.1 ― 25.0 ― 12.5

184



the Vietnam


who considered the Vietnam184

Phuket Guam

Philippines

(other

than

beach

resorts)

Spain

Indonesia

(other

than

beach

resorts)

Okinawa Oceania

Other

places in

Asia

Hong

Kong

/ Macau

Korea

Thai

beaches

(other

than

Phuket)

Shanghai

Thailand

(other

than Thai

beaches)

Bali

Malaysia

(other

than

beach

resorts)

IndiaVietnam Taiwan Cambodia Singapore Turkey

Indonesian

beaches

(other

than Bali)

Malaysian

beaches


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Vietnam

Destinations actually visited by those who considered the Vietnam

（％）



Vietnam


Items considered important Vietnam'12

All

destinations

/Total '12

Vietnam'12

(n=2513) (n=50)


Includes spots I want to go to 22.3 ○ 30.7



Cheap 27.6 × 17.2




































Travel agency has good ability to arrange and do good work 8.5 ▲ 2.8





Can make reservations right away 6.1 ○ 11.7



Other 1.2 　 2.8



Budg

et

and

conte

nt

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 20 40 60 80

Items considered important Vietnam'12（％）







Vietnam



"Meals" (79.1%) and "night life" (78.2%).





Vietnam'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=78) 79.7

(n=77) 77.4

(n=24) 81.9

(n=75) 79.1

(n=64) 74.1

(n=41) 83.5

(n=78) 67.0

(n=78) 59.3

(n=37) 78.2

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

24.6

30.2

25.8

25.1

22.1

25.8

30.6

36.4

2.4

3.6

6.0

3.1

11.3

6.6

16.6

30.3

13.1

12.1

17.8

14.5

10.0

16.4

10.4

41.8

28.8

41.2

61.4

49.1

53.3

51.7

52.8

54.1% 25.7

8.7

19.1

17.8














Sample

I became more

fond of that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to stay

longer in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I'd like to try

more luxurious

travel in that

country/area

I made (would

like to make)

an album or

movies on a

PC or the web

I made (would

like to make)

an album with

printed out

images

I wrote (would

like to write)

on a blog or

SNS

None of the

above

Intention to

revisit/total


Vietnam'12 78 55.6 53.6 48.0 38.5 26.6 21.0 20.9 14.3 11.7 11.3 4.7 11.1 75.1

0

20

40

60

Vietnam'12


（％）




●Legend


Bali'12 (n=64)

Bali'11 (n=78)

80.3

69.3

40.8

19.7

30.7

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Bali'12 (n=78) 6.6

Bali'11 (n=96) 7.3

18.1 15.7 10.2

28.8

11.8

13.2

12.9

13.9

5.4

6.2

11.0 4.614.7%

1.2

2.9

8.4

7.7

28.0

32.5

29.2

4.1

12.9

4.8

1.8

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Bali '12 (n=78)

Bali '11 (n=96)

3.7

6.4

8.4

10.2

18.4

14.5

21.3

17.7

9.1

12.9

23.5

12.7

11.0

9.8

10.0

8.1

5.8

14.1

18.3

12.7

23.1

6.8% 9.9 11.7

144

Bali

●Profile▽ Sex and age: "female 18-29 yrs" (23.5%) comprised the largest percentage and was followed by "male 40-49

yrs" (18.4%).






▽ Accompanying travelers: "with friends (3 or more)" (19.5%) comprised the largest percentage and was followed

by "Couple travel" (17.8%).

▽ In terms of purposes of travel, "to relax and rest" (58.0%) comprised the largest percentage and was followed

by "Beauty treatments and massages" (55.9%).




Profile

Travel Outline





■Travel expenses










transportation."


●Legend


Bali '12 (n=78)

Bali '11 (n=96) 48.1

64.7

45.7%

51.9

35.3

54.3










■Sex and age



more

Average

(times）

●Legend


Bali '12 (n=78) 17.6

Bali '11 (n=96) 16.4

2.0

7.2 7.3

17.5

24.1

15.5

10.7

4.7

6.7

55.5

54.7

63.3

4.9%

14.6

11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Bali'12 (n=64) 16.5

Bali'11 (n=78) 15.6

Average

(tens of

1000s of

yen)

26.6 17.6

37.9

11.9

16.3

16.5

14.6

8.4

18.2

6.8

2.2

3.0

5.5

1.3

6.1

17.1%

18.6

26.6 36.8

4.6

3.7



All

destinations/

Total '12

Bali

'12

(n=5076) (n=78)








Honeymoon 3.5 8.4


Other 6.1 11.5

0 10 20 30

All destinations/Total '12 Bali'12

（％）

145

Bali






（％）

Average


Bali'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Bali

'12 64 25.1 22.0 3.8 13.0 14.9 9.1 10.6 1.5 19.1 15.2

'11 78 17.6 29.9 6.5 21.7 10.6 4.0 9.7 ― 15.0 12.6

（％）

Average


Bali'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Bali

'12 64 5.6 8.3 27.3 17.0 19.7 12.4 8.2 1.5 5.6 3.4

'11 78 7.4 5.5 23.5 18.2 16.4 24.5 4.4 ― 5.6 3.1

'12 64 14.7 13.9 33.8 13.8 11.2 9.6 1.5 1.5 2.4 1.8

'11 78 11.7 7.4 28.4 26.9 10.8 13.9 0.8 ― 2.6 2.1

'12 64 15.3 9.9 18.9 17.7 16.5 16.1 1.5 4.2 2.6 2.2


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Bali

'12

(n=5076) (n=78)



3 To shop 46.0 41.1







10 To view art 14.1 20.7




















24 To improve my language ability 4.5 ―




Other 5.5 6.0



"no answer."







（％）

Bali'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=52) (n=78) (n=78)





5 Island tour 10.5 5.5 2.4






11 Golfing 1.8 5.7 1.2

12 Theme park 1.6 2.4 2.4

12 Dinner cruise 1.6 1.2 ―


15 Pleasure cruise ― 2.0 3.5

15 Art museums and historic museums ― ― 0.8





15 Outdoor (fishing, climbing, etc.） ― ― 1.1

15 Other sports ― ― 0.8




15 Night tour ― 0.7 ―

15 Instruction ― ― 1.1

15 Trains ― ― ―

15 Car rental ― 2.0 1.1

Other ― 3.2 1.9

Nothing 2.0 35.9 34.6






Bali



departure.


the largest percentage and was followed by "travel agency pamphlets" (36.5%) and "travel agency counters" (18.1%).


"visiting" (19.4%).


telephone" (17.0%).

▽ A look at the destinations simultaneously considered by those who considered Bali shows that "Guam" (22.8%) comprised the largest

percentage, followed by "Phuket" (20.3%). In terms of actual destinations visited, "Bali" (33.6%) comprised the largest percentage, followed by

"Guam" (8.6%).

▽ Among the responses given as the reasons for considering, "climate seems good" (37.5%) comprised the largest percentage, followed by

"suited my budget" (33.8%) and "nature seems good" (32.8%). Among the responses given as the reason for deciding, "it was a location I had

wanted to go to from before" (14.0%) comprised the largest percentage.


the largest percentage and followed by "hotel ambiance is nice / grade of notoriety is high" (29.8%).




Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Bali'12 Bali'11

When first thought of traveling 64 12.5 21.2 26.6 24.2 8.5 1.5 ― ― 5.5 4.5 4.4 4.4

When started considering 64 6.6 9.0 29.4 30.7 13.1 7.3 ― ― 3.9 3.1 3.3 3.4

When booked 64 5.3 9.0 19.9 24.7 24.5 10.3 0.9 ― 5.5 2.4 2.7 2.5


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Tra

vel a

gency

counte

rs

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

TV

pro

gram

s an

d com

merc

ials

Seik

yo p

amph

lets

and

counte

rs

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Acqu

ainta

nces

at t

rave

l

agencie

s

New

spap

er

ads

Inte

rnet

(sm

artp

hone, e

tc.)

Mobi

le s

ites

Fre

e fly

ers

and

flyers

in

new

spap

ers

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Bali'12 64 71.6 36.5 18.1 15.3 10.7 7.6 5.5 4.8 4.0 4.0 3.1 2.9 2.7 1.6 1.6 ― ― ― 1.3 10.2

0

20

40

60

80

100

Bali'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Bali'12 64 51.7 32.2 19.4 1.5 ― 14.7 7.5

0

25

50

75

Bali'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Bali'12 64 49.7 28.4 17.0 ― ― 3.1 6.9

0

25

50

75

Bali'12


（％）



Bali

















Reasons for considering Bali'12 Reason for deciding Bali'12


destinations/

Total '12

Bali'12

All

destinations/

Total '12

Bali'12

(n=4243) (n=64) (n=4243) (n=64)

Suited my budget 27.6 ○ 33.8 8.8 　 5.5


Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 　 9.2 2.2 　 ―

I just happened to discover a good travel product 9.2 　 5.4 3.2 　 ―




It was a location I had wanted to go to from before 21.2 ○ 27.0 10.3 　 14.0


Was recommended by family members, acquaintances, friends 7.8 ○ 13.0 1.7 　 1.3

I had been there before and found that it was good 15.8 ▲ 10.6 6.2 ○ 11.6







I have family members, relatives, acquaintances, friends at the destination 8.6 ▲ 1.5 6.4 ▲ ―



Prices seems cheap 19.4 ○ 27.8 3.6 　 5.8

Seems safe 17.8 　 16.8 2.0 　 1.5

Food seems good 18.8 ▲ 9.5 3.4 　 ―



City seems good 14.9 ▲ 6.8 1.8 　 ―

Hygienic 4.8 　 4.4 0.1 　 ―


Other 8.6 13.5 6.7 10.3

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40

Reasons for considering Bali'12

Reason for deciding Bali'12

（％）

Sample

100.0 22.8 20.3 19.6 19.2 17.4 17.3 15.7 15.1 14.9 14.0 12.8 11.8 11.6 10.7 9.9 9.8 9.5 9.0 8.3

( 191 ) ( 44 ) ( 39 ) ( 38 ) ( 37 ) ( 33 ) ( 33 ) ( 30 ) ( 29 ) ( 29 ) ( 27 ) ( 24 ) ( 23 ) ( 22 ) ( 21 ) ( 19 ) ( 19 ) ( 18 ) ( 17 ) ( 16 )

33.6 8.6 3.4 6.7 1.5 5.5 3.6 3.0 3.2 3.1 3.0 5.9 2.5 3.2 2.0 0.7 1.8 4.4 * 1.4

( 64 ) ( 16 ) ( 6 ) ( 13 ) ( 3 ) ( 11 ) ( 7 ) ( 6 ) ( 6 ) ( 6 ) ( 6 ) ( 11 ) ( 5 ) ( 6 ) ( 4 ) ( 1 ) ( 3 ) ( 8 ) * ( 3 )

191 33.5 36.4 15.4 34.2 8.1 33.3 21.2 20.0 20.7 20.7 22.2 45.8 21.7 27.3 19.0 5.3 15.8 44.4 * 18.8

Hawaii

(other

than

Oahu)

Indonesia

(other

than

beach

resorts)

Okinawa Palau

Thai

beaches

(other

than

Phuket)

Indonesian

beaches

(other

than Bali)

Hong

Kong

/ Macau

Malaysian

beachesOceania

Cebu

Island

Thailand

(other

than Thai

beaches)

VietnamSaipanHawaii

(Oahu)Singapore KoreaBali Guam Phuket Taiwan

191



considered the Bali


those who considered the Bali191


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Bali

Destinations actually visited by those who considered the Bali

（％）



Bali


Items considered important Bali'12

All

destinations

/Total '12

Bali'12

(n=2513) (n=52)



Cheap 27.6 ▲ 20.2

Time stayed at destination is long 8.8 ◎ 19.9



Includes spots I want to go to 22.3 ▲ 13.2


Can pay by credit card 16.3 ▲ 9.4






It is an assuring airline 22.6 × 12.2



It is a well-known airline 9.1 ▲ 3.8



It is a Japanese airline 6.8 ▲ ―





Hotel is designated 15.6 ◎ 26.5
















Comes with guide 18.2 × ―







Other 1.2 　 ―



Budg

et

and

conte

nt

Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

0 20 40 60 80

Items considered important Bali'12（％）







Bali


"sightseeing / viewing" (89.6%) comprised the largest percentage and was followed by "local hospitality"

(86.1%) and "relaxation / beauty treatments and massages" (85.0%).



(45.0%) and "I'd like to go to a different area in that country/area" (45.0%). Intention to revisit/total was 74.9%.


Bali'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=74) 92.7

(n=69) 89.6

(n=43) 83.2

(n=74) 83.6

(n=65) 80.2

(n=59) 85.0

(n=74) 86.1

(n=74) 72.8

(n=40) 77.5

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

22.7

16.9

34.2

23.0

18.0

22.7

31.4

26.4

0.8

-

-

2.2

3.1

1.0

3.7

18.3

11.6

10.4

16.8

14.3

16.7

10.2

9.0

10.951.1

41.4

63.4

67.1

57.2

49.3

66.3

66.9

76.6% 16.1

14.0

6.5














Sample

I became more

fond of that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to stay

longer in that

country/area

I'd like to try

more luxurious

travel in that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

traveling more

deeply in the

same area

I collected

(would like to

collect)

information

about that

country/area

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album with

printed out

images

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Bali'12 74 60.7 45.0 45.0 39.9 28.4 26.7 20.1 16.8 14.5 13.6 10.0 7.8 74.9

0

20

40

60

80

Bali'12


（％）




●Legend


Oceania'12 (n=127)

Oceania'11 (n=128)

55.2

50.6

40.8

44.8

49.4

59.2%

3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Oceania'12 (n=154) 13.4

Oceania'11 (n=151) 12.2

18.1 15.7 10.2

13.2

11.8

23.8

21.7

13.9

18.3

17.1

11.0

13.3

11.6

4.6

14.3

11.7

14.7%

1.8

1.6

1.3

2.6

11.5

20.4

15.7

Male

18-29

yrs

Male

30-39

yrs

Male

40-49

yrs

Male

50 yrs

or older

Female

18-29

yrs

Female

30-39

yrs

Female

40-49

yrs

Female

50 yrs

or older

●Legend


Oceania '12 (n=154)

Oceania '11 (n=151)

7.4

8.2

9.0

11.9

8.6

8.0

21.3

26.8

21.9

12.9

17.1

20.0

11.0

9.3

12.6

8.1

7.0

6.9

18.3

14.7

10.4

6.8% 9.9 11.7

150

Oceania


18-29 yrs" (17.1%).









"to relax and rest" (34.8%).




Profile

Travel Outline





■Travel expenses










transportation."


●Legend


Oceania '12 (n=154)

Oceania '11 (n=151) 59.7

50.3

45.7%

40.3

49.7

54.3










■Sex and age



more

Average

(times）

●Legend


Oceania '12 (n=154) 12.7

Oceania '11 (n=151) 10.4

6.1

7.5

12.3

16.4

17.5

17.4

20.0

10.7

9.4

10.8

55.5

54.7

45.3

4.9% 11.4

49,999

yen

or less

50,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

299,999

yen

300,000-

399,999

yen

400,000

yen

or more

●Legend


Oceania'12 (n=127) 24.4

Oceania'11 (n=128) 24.2

Average

(tens of

1000s of

yen)

26.6 17.6

15.4

11.9

16.9

20.5

14.6

23.7

24.6

6.8

16.1

15.2

5.5

14.61.5

4.0

17.1%

8.2

9.2 16.4 13.7



Oceania





All

destinations/

Total '12

Oceania

'12

(n=5076) (n=154)








Honeymoon 3.5 7.7


Other 6.1 8.0

0 10 20 30

All destinations/Total '12 Oceania'12

（％）


（％）

Average


Oceania'12

Sample

49,999

yen

or less

50,000-

79,999

yen

80,000-

99,999

yen

100,000-

149,999

yen

150,000-

199,999

yen

200,000-

249,999

yen

250,000

yen or

more

No ans.

All

destinations/

Total

Oceania

'12 127 6.3 8.8 5.5 14.6 10.5 11.1 41.9 1.3 19.1 30.0

'11 128 15.0 11.0 12.1 21.5 15.0 5.6 17.2 2.6 15.0 15.6

（％）

Average


Oceania'12

Sample

4,999 yen

or less

5,000-

9,999 yen

10,000-

19,999

yen

20,000-

29,999

yen

30,000-

49,999

yen

50,000-

99,999

yen

100,000

yen or

more

No ans.

All

destinations/

Total

Oceania

'12 127 1.4 5.7 17.6 18.5 18.4 21.2 15.3 2.0 5.6 4.9

'11 128 5.2 3.6 20.9 23.8 19.3 17.8 6.8 2.6 5.6 4.0

'12 127 4.1 8.5 13.9 20.0 19.8 21.8 9.8 2.0 2.4 4.1

'11 128 9.1 5.8 14.7 20.3 22.8 18.5 6.3 2.6 2.6 3.4

'12 127 13.7 1.9 8.6 14.2 17.6 21.2 21.6 1.3 2.6 5.5


Total amount

Shopping

Meals

（％）

All

destinations

/Total '12

Oceania

'12

(n=5076) (n=154)






6 To shop 46.0 25.8

















23 To view art 14.1 4.0











Other 5.5 5.2



"no answer."







（％）

Oceania'12

included in

the package

†

applied for in

Japan

applied for

on the spot

(n=70) (n=154) (n=154)




4 Island tour 22.2 7.9 10.2






10 Theme park 7.0 1.2 4.2

11 Trains 6.3 1.3 4.7






16 Night tour 2.4 2.0 6.1

18 Car rental 2.3 7.9 6.0




20 Golfing ― 2.4 3.8








Other 2.4 3.3 3.3

Nothing 1.4 41.8 37.6






Oceania



departure.




"visiting" (22.5%).


telephone" (17.9%).

▽ A look at the destinations simultaneously considered by those who considered Oceania shows that "Hawaii (Oahu)" (21.0%) comprised the

largest percentage, followed by "Guam" (17.3%). In terms of actual destinations visited, "Oceania" (41.6%) comprised the largest percentage,

followed by "Hawaii (Oahu)" (9.2%).

▽ Among the responses given as the reasons for considering, "nature seems good" (35.1%) comprised the largest percentage, followed by

"climate seems good" (29.5%) and "Seems safe" (26.6%). Among the responses given as the reason for deciding, "nature seems good"

(11.7%) comprised the largest percentage.






Sample

7 or more

months prior

to departure

5-6 months

prior to

departure

3-4 months

prior to

departure

2 months

prior to

departure

1 month

prior to

departure

Within 3

weeks prior to

departure

Within 2

weeks prior to

departure

Within 1

week prior to

departure

Don't

know/Don't

remember

All

destinations/

Total '12

Oceania'12 Oceania'11

When first thought of traveling 127 22.1 17.8 30.9 10.2 9.8 ― 0.5 1.2 7.6 4.5 5.7 5.6


When booked 127 3.9 5.9 27.9 16.9 29.0 7.3 1.7 1.2 6.1 2.4 2.4 2.6


10

20

30

40

50



When booked

（％）

Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

Feedb

ack

and

intr

odu

ctions

(word

-of-

mouth

) of fr

iends

,

acqu

ainta

nces,

fam

ily m

em

bers

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

TV

pro

gram

s an

d com

merc

ials

Inte

rnet

(sm

artp

hone, e

tc.)

New

spap

er

ads

Mobi

le s

ites

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Fre

e fly

ers

and

flyers

in

new

spap

ers

Seik

yo p

amph

lets

and

counte

rs

Tra

nsp

ort

atio

n a

ds o

n t

rain

s an

d

at s

tations

Acqu

ainta

nces

at t

rave

l

agencie

s

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Oceania'12 127 79.4 38.4 22.6 16.2 12.0 11.0 8.3 5.9 5.4 4.7 4.2 2.8 2.7 1.8 1.6 0.9 0.4 0.4 2.7 7.0

0

20

40

60

80

100

Oceania'12


（％）

■Means of inquiry


■Means of booking





(mobile phone)."

Sample

Web/

e-mail †

By


Haven't

really

inquired

Don't

know/

Don't

remember


Oceania'12 127 59.1 24.5 22.5 ― 0.7 10.1 3.1

0

25

50

75

Oceania'12


（％）

Sample

Web/

e-mail †Visiting

By


Have not

made

reservations

Don't

know/

Don't

remember


Oceania'12 127 61.3 20.2 17.9 ― 5.0 1.4 3.1

0

25

50

75

Oceania'12


（％）



Oceania

Of the 306 respondents who considered Oceania

・those who actually visited Australia / those who considered Australia = 97 / 250

・those who actually visited New Zealand / those who considered New Zealand = 26 / 104

・those who actually visited other Oceania / those who considered other Oceania = 5 / 23



† Of those who considered Oceania (Australia, New Zealand, other Oceania) as destinations, those who actually visited either area were counted in "Destinations actually visited."















Reasons for considering Oceania'12Reason for deciding Oceania'12


destinations/

Total '12

Oceania'12

All

destinations/

Total '12

Oceania'12

(n=4243) (n=127) (n=4243) (n=127)

Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 × 18.7 11.0 ▲ 6.0

Suited my budget 27.6 × 11.9 8.8 　 4.8








I have family members, relatives, acquaintances, friends at the destination 8.6 ○ 16.2 6.4 　 9.3











Seems safe 17.8 ○ 26.6 2.0 ○ 8.7

City seems good 14.9 　 16.2 1.8 　 1.3

Timing of the trip seems good (best season at that destination, etc.) 6.6 ○ 13.5 1.6 　 3.0

Hygienic 4.8 ○ 9.9 0.1 　 ―

Food seems good 18.8 × 8.5 3.4 　 2.5




Other 8.6 8.6 6.7 7.6

Recom

menda

tion b

y se

lf / o

thers

Char

acte

rist

ics

of th

e

dest

inat

ion

Budg

et

/ C

ondi

tions

0 10 20 30 40

Reasons for considering Oceania'12

Reason for deciding Oceania'12

（％）

Sample

100.0 21.0 17.3 12.9 12.1 11.8 11.4 9.7 9.7 9.5 9.1 8.7 8.1 7.8 7.3 7.0 6.9 6.9 6.7 6.0

( 306 ) ( 64 ) ( 53 ) ( 39 ) ( 37 ) ( 36 ) ( 35 ) ( 30 ) ( 30 ) ( 29 ) ( 28 ) ( 27 ) ( 25 ) ( 24 ) ( 22 ) ( 21 ) ( 21 ) ( 21 ) ( 20 ) ( 18 )

41.6 9.2 5.2 2.8 5.8 2.7 1.8 2.1 2.6 1.0 1.8 2.9 0.2 2.3 * 2.2 1.0 4.3 * 0.8

( 127 ) ( 28 ) ( 16 ) ( 8 ) ( 18 ) ( 8 ) ( 5 ) ( 6 ) ( 8 ) ( 3 ) ( 6 ) ( 9 ) ( 1 ) ( 7 ) * ( 7 ) ( 3 ) ( 13 ) * ( 3 )

306 41.5 43.8 30.2 20.5 48.6 22.2 14.3 20.0 26.7 10.3 21.4 33.3 4.0 29.2 * 33.3 14.3 61.9 * 16.7Rate of actual visit to country /

area considered

OceaniaHawaii

(Oahu)Guam

Hawaii

(other

than

Oahu)

Italy France UK Spain Singapore BaliCanada

/ AlaskaTaiwan Saipan Germany Hokkaido

USA

WestTurkey Korea Okinawa

Other

nations in

west

Europe

306



considered the Oceania



Oceania

306

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Oceania

Destinations actually visited by those who considered the Oceania

（％）



Oceania


Items considered important Oceania'12

All

destinations

/Total '12

Oceania'12

(n=2513) (n=70)




Cheap 27.6 ▲ 21.8



















Departs from nearest airport 7.7 ▲ 1.4







Hotel is designated 15.6 × 5.5




There are local staff who speak Japanese 12.5 ◎ 24.0















Other 1.2 　 ―


Airlin

e a

nd

airp

ort

Accom

moda

tions

Tra

vel a

gency

Oth

er

Budg

et

and

conte

nt


0 20 40 60

Items considered important Oceania'12 （％）







Oceania


"sightseeing / viewing" (95.9%) comprised the largest percentage and was followed by "safety / hygiene"

(94.3%) and "night life" (90.2%).





Oceania'12


and found those

expectations met

I went without


was good upon going

I went without


that it wasn't good



was good /

Total

●Legend

(n=154) 94.1

(n=147) 95.9

(n=101) 90.0

(n=152) 81.2

(n=141) 78.6

(n=46) 89.4

(n=154) 88.9

(n=154) 94.3

(n=87) 90.2

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

14.5

19.2

23.1

23.1

26.3

29.8

18.6

25.6

0.4

-

-

8.6

7.9

-

5.2

3.1

10.0

10.3

13.5

10.6

5.9

6.864.5

75.7

59.1

63.1

55.5

58.1

70.8

81.4

81.6% 12.5

2.7 3.0

4.1

5.5














Sample

I became more

fond of that

country/area

I'd like to go to

a different area

in that

country/area

I'd like to stay

longer in that

country/area

I

recommended

(would like to

recommend)

to others that

country/area

I'd like to try

going to that

country/area

in a different

season/period

I'd like to try

traveling more

deeply in the

same area

I'd like to try

more luxurious

travel in that

country/area

I made (would

like to make)

an album with

printed out

images

I collected

(would like to

collect)

information

about that

country/area

I wrote (would

like to write)

on a blog or

SNS

I made (would

like to make)

an album or

movies on a

PC or the web

None of the

above

Intention to

revisit/total


Oceania'12 154 65.6 60.4 50.3 50.1 41.9 19.9 17.1 15.0 14.0 12.5 6.6 5.9 82.4

0

20

40

60

80

Oceania'12


（％）

Issue : JULY 2012

AB-ROAD Research Center, RECRUIT CO.,LTD.

GranTokyo SOUTHTOWER,1-9-2 Marunouchi Chiyoda-ku Tokyo

Copyright(C) RECRUIT.CO.,LTD.

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