PowerPoint プレゼンテーション · 19 To have a look at Japan from overseas5.7 4.4 5.1 20 To experience places off the beaten track / adventures4.5 4.7 4.3 21 To improve my

海外旅行調査2011Market Survey Of Overseas Travel

～2010年訪問地別の海外旅行分析～(ENGLISH VERSION Analysis by Each Destination)

AB-ROAD Overseas Travel Survey 2011 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

AB-ROAD Overseas Travel Survey 2011

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

in 2010.

●RespondentsThose who traveled overseas in 2010 (whose month of departure was in 2010) were selected from INTAGE’s

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

●PeriodMay 29 (Tue.) through Apr 1 (Fri.), 2011

●Method

Internet survey

●Sample Size5,094 respondents (7,162 approached, 5,233 collected from for a collection rate of 73.1%)

●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.)

Addenda:

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

2009 survey: Apr 10-14, 2009; tabulation sample size of 6,110

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."

4

Outline of the Survey

18-29 yrs 30-39 yrs 40-49 yrs 50 yrs+ 18-29 yrs 30-39 yrs 40-49 yrs 50 yrs+0.513 0.815 0.865 1.743 1.009 0.868 0.613 1.577

Male Female

AB-ROAD Overseas Travel Survey 2011 5

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

6

7

Report: Analysis by Each Destination



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 '11 (n=5094) 7.2



18.9

19.9

20.1

15.7

17.0

16.4

9.4

9.7

10.7

10.1

10.3

10.5

14.4

14.2

14.3

11.4

10.2

10.3

4.5

3.8

4.013.7

14.9

15.6％

Used/Total Didn't use/Total

●Legend

All destinations/Total '11 (n=4265)



64.3

61.3

38.1

35.7

38.7

61.9％

49,999

yen

or less

50,000-

99,999

yen

100,00-

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)

15.4

7.8

25.8

23.5

16.6

15.8

17.8

12.7

11.6

12.5

17.0

16.2

18.3

8.9

8.3

10.0％ 27.0

10.6

7.7

6.9

9.5

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

more

Average

(times）

●Legend




4.9

4.9

12.2

12.8

18.6

18.8

18.9

12.2

11.5

12.0

53.1

52.6

51.3

4.5％ 11.5

First visit Repeater

●Legend




51.9

50.3

49.051.0

49.7

48.1％

20s and under 30s 40s 50s and overAverage

(yrs）

●Legend




19.7

19.3

21.3

22.5

23.2

18.4

18.2

20.5

41.4

39.6

37.1

19.0％

Male Female

●Legend




50.9

54.4

49.1

45.6

48.9％ 51.1

8

Total

●Profile▽ Gender percentages: males 48.9%, females 51.1%.

▽ Average age: 44.8 yrs.

▽ Incidence of first visit: 48.1%.

▽ Number of trips overseas thus far: average of 14.0 times.

●Travel Outline▽ Travel expenses: average of 172,000 yen.

▽ Incidence of package tour use: 61.9%.

▽ Number of days traveled: average of 7.2 days.

▽ Accompanying travelers: "Married couple travel" is largest percentage (23.3%).

▽ Purpose for travel: "To visit famous sites and historic spots" is largest percentage (50.5%).

▽ Local activities included in package: "City sightseeing / Tour to surrounding area" (46.6%) is largest percentage,

followed by "Visit famous and historic places" (35.0%) and "Famous dishes" (29.2%).

▽ Total expenditures at destination: average of 143,000 yen.

Profile

■Sex (Total/Single answer) ■Age (Total/Single answer)

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

Travel Outline■Travel expenses (Total/Single answer) ■Rate of use of package tours

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

■Number of days traveled (Total/Single answer)

※ "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."

※ The 2009 "Didn't use/Total" indicates the sum of "Didn't use (had considered a package

tour from the outset)" and "Didn't use (did not consider a package tour from the outset)."



（％）

Average

(in 10s of

1000s of

All destinations/Total '11

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

'11 5094 23.1 21.4 6.9 16.6 9.6 6.5 15.3 0.5 14.3

'10 5280 24.3 22.0 7.4 16.9 8.8 6.6 13.6 0.3 13.5

Average

(in 10s of

1000s of


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

'11 5094 4.6 7.4 18.7 17.0 16.5 18.5 16.5 0.8 5.4

'10 5280 4.1 6.4 18.4 15.3 17.5 20.1 17.4 0.8 5.7

'11 5094 10.6 10.9 26.6 18.7 16.2 11.6 4.6 0.9 2.5

'10 5280 10.0 10.0 25.2 20.0 16.5 11.9 5.6 0.8 2.7

'11 5094 22.4 8.6 21.3 15.2 13.4 12.0 6.0 1.0 2.6

'10 5280 20.2 7.7 21.2 15.5 13.5 13.6 7.2 1.1 2.9

'11 1273 1.1 4.7 14.6 13.7 19.7 22.2 22.1 1.8 6.6

'10 * * * * * * * * * *

Total amount

Shopping

Accommodations

Meals

Sightseeing and activities

（％）

(n=5094) (n=5280) (n=6110)

1 To visit famous sites and historic spots 50.5 51.4 48.4

2 To eat good food 47.2 48.6 44.1

3 To shop 44.7 45.7 40.0

4 To relax and rest 34.7 36.4 37.5

5 To experience a different culture 27.0 27.3 25.8

6 To escape from the routine 26.1 27.4 26.1

7 To create memories 23.7 24.6 24.4

8 To enjoy nature 22.1 21.0 22.0

9 To broaden my horizons/perspective 19.5 19.8 19.2

10 Beauty treatments and massages 15.5 15.7 14.5

11 Just to try getting to a foreign country 15.3 16.0 17.4

12 To view art 14.4 14.8 12.3

13 To meet with and mix with locals 13.9 14.0 14.0

14 To see friends/acquaintances there 13.0 12.7 12.3

15 To see stimulation 12.9 13.2 13.5

16 To stay at luxury hotels 9.3 10.2 9.6

17 To engage in sports 8.2 9.6 9.8

18 For my children 5.9 5.6 6.2

19 To have a look at Japan from overseas 5.7 4.4 5.1

20 To experience places off the beaten track / adventures 4.5 4.7 4.3

21 To improve my language ability 4.4 4.1 3.7

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

23 For my hobby / what I'm learning 3.2 2.9 3.0

24 To enjoy a concert / musical performance 3.0 3.2 2.8

24 For my parents 3.0 3.3 3.2

26 To see an event held during a particular time (carnival in Rio, etc.） 2.2 1.2 1.0

27 To view a sport event 1.9 1.7 2.0

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

29 To attend a wedding ceremony 1.2 1.4 1.5

30 To do a home-stay / study abroad 0.8 0.5 0.5

31 To benefit my career opportunities 0.5 0.5 0.6

32 Working holiday 0.3 0.1 0.3

Other 5.1 5.1 6.0

All

destinations

/Total '11

All

destinations

/Total '10

All

destinations

/Total '09

All

destinations

/Total '11

All

destinations

/Total '10

All

destinations

/Total '09

(n=5094) (n=5280) (n=6110)

Married couple travel 23.3 24.5 23.5

Family travel (with children) 14.1 13.6 14.7

Travel alone 13.7 13.1 12.5

With friends (3 or more) 13.2 12.9 12.9

With friend (alone) 11.8 12.1 12.3

Family travel (with parents) 6.2 6.4 5.4

Couple travel 4.8 5.3 5.3

Honeymoon 3.5 3.5 4.0

Family travel (3 generations) 2.7 2.3 2.5

Other 6.6 6.1 6.8

0 10 20 30

All destinations/Total '11（％）

（％）

All

destinations

/Total '11

All

destinations

/Total '10

All

destinations

/Total '09

All

destinations

/Total '11

All

destinations

/Total '10

All

destinations

/Total '09

All

destinations

/Total '11

All

destinations

/Total '10

All

destinations

/Total '09

(n=2639) (n=2850) (n=3102) (n=5094) (n=5280) (n=6110) (n=5094) (n=5280) (n=6110)

1 City sightseeing / Tour to surrounding area 46.6 44.2 47.3 14.4 14.5 13.9 8.6 8.7 10.3

2 Visit famous and historic places 35.0 33.7 34.9 7.3 7.1 6.7 5.2 5.0 5.4

3 Famous dishes 29.2 26.6 25.7 4.2 4.0 3.6 8.0 6.1 6.3

4 Art museums and historic museums 18.3 16.3 16.4 2.7 2.5 2.2 4.4 3.9 4.0

5 Shopping tour 17.1 17.2 17.4 2.1 1.7 1.6 2.1 1.4 1.8

6 Pleasure cruise 9.0 8.9 9.5 3.6 3.0 2.8 3.6 3.4 3.9

7 Island tour 5.3 5.2 7.3 3.0 3.0 3.8 1.9 2.5 3.0

8 Viewing of theater, musicals, concert, shows, etc. 4.8 4.8 5.2 4.0 5.3 4.0 5.3 5.7 5.6

9 Trains 4.1 4.8 4.8 2.6 2.6 2.2 3.0 3.2 3.0

10 Theme park 3.5 2.3 3.7 1.4 1.1 1.5 1.6 1.3 1.6

11 Night tour 3.2 4.2 4.1 1.7 2.1 1.9 2.4 2.7 3.0

12 Beauty treatments, spa, massage, hot springs 3.0 3.3 3.1 3.2 3.7 3.6 9.7 8.4 8.1

13 Dinner cruise 2.9 2.7 3.5 1.2 1.6 1.9 1.2 1.4 1.4

14 Ethnic cultural experiences 2.7 3.1 3.2 0.8 0.9 0.9 0.9 1.1 0.9

15 Aquariums/zoos 1.7 1.4 1.8 1.0 0.6 0.7 2.1 1.1 1.7

16 Other event viewing 1.2 0.5 0.5 0.5 0.4 0.2 0.5 0.5 0.4

17 Diving and snorkeling 1.1 1.7 2.4 2.8 3.3 3.4 2.7 2.5 3.7

18 Outdoor (fishing, climbing, etc.） 1.0 1.2 1.0 0.6 0.8 0.5 0.6 0.7 0.8

18 Riding (horseback, rafting, etc.) 1.0 1.4 2.1 0.7 1.2 1.3 1.2 1.4 1.9

20 Gambling 0.8 1.7 1.0 0.4 0.4 0.5 0.8 0.7 0.9

21 Other marine sports 0.6 0.9 1.0 1.4 2.0 1.7 2.2 2.4 2.7

22 Other sports 0.4 0.5 0.4 0.7 0.5 0.5 0.5 0.6 0.7

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

24 Golfing 0.3 0.6 0.4 1.5 1.3 1.5 1.2 1.2 1.6

25 Sports viewing 0.2 0.4 0.7 0.9 0.9 1.0 0.4 0.8 0.6

25 Car rental 0.2 0.3 0.3 4.9 4.1 4.0 2.2 2.3 2.5

27 Skiing and snowboarding 0.1 0.1 0.1 0.1 0.1 0.1 0.2 0.1 0.1

27 Instruction 0.1 ― 0.3 0.2 ― 0.1 0.1 0.2 0.2

Other 1.1 1.1 1.2 2.2 2.6 3.7 1.7 2.6 2.9

Nothing 2.9 1.9 1.4 55.2 55.5 55.1 51.9 53.5 51.4

Don't know or don't remember 0.9 1.0 0.7 3.2 3.1 4.5 3.2 2.6 3.0

Free activity at destination beyond roundtrip air ticket,

hotel accommodations, and local transportation40.9 43.6 41.1

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

9

Total

■Accompanying travelers (Total/Single answer)

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

■Expenditures made at destination (Total/Single answer)

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

※The averages for all "Total amount," "Shopping,"

"Meals," "Sightseeing and activities," and

"Accommodations" items were tabulated excluding

"no answer."

※ "Accommodations" were calculated on the basis

of those who arranged trips and were involved in the

consideration of travel plans (tabulations excluded

those who had not paid for accommodation costs at

the destination).

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



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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total

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

When first thought of traveling 4436 15.0 15.6 26.0 18.4 15.5 2.6 1.8 1.1 4.0 4.3

When started considering 4436 5.8 10.0 26.6 23.5 21.1 6.2 3.5 1.4 1.9 2.8

When booked 4436 3.2 5.1 19.1 24.3 27.3 10.1 6.8 2.3 1.6 2.1

Average

(months prior)

'11

'10

0

10

20

30

40

50

When first thought of traveling '11 When started considering '11

When booked '11 When first thought of traveling '10

When started considering '10 When booked '10

（％）

Sample

Web/

e-mail *Visiting

By

telephoneBy fax Other

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


（％）

Sample

Web/

e-mail *

By

telephoneVisiting By fax Other

Haven't

really

inquired

Don't

know/

Don't

remember

All destinations/Total '11 4265 55.8 30.8 21.6 1.5 0.7 14.1 1.9

All destinations/Total '10 4436 57.7 39.3 24.0 2.1 0.5 11.5 *

0

25

50

75


（％）

●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "When first thought of traveling" was given an average of 4.6 months prior to departure, "When started

considering" was given an average of 3.0 months prior to departure, and "When booked" was given an average of 2.3 months prior to

departure.

▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (80.7%) comprised

the largest percentage, followed by "Travel agency pamphlets" (36.8%) and "Guidebooks ( 'Chikyuu no arukikata,' etc.)" (19.2%).

▽ A look at the destinations considered shows that "Korea" (20.3%) comprised the largest percentage, followed by "Hawaii (Oahu)" (14.2%) and

"Taiwan" (12.9%). In terms of actual destinations visited, "Korea" (14.5%) comprised the largest percentage, followed by "Hawaii

(Oahu)"(9.0%).

▽ In terms of means of inquiry, "Web / e-mail" (55.8%) comprised the largest percentage and was followed by "By telephone" (30.8%) and

"Visiting" (21.6%).

▽ In terms of means of booking, "Web / e-mail" (57.0%) comprised the largest percentage and was followed by "Visiting" (23.4%) and "By

telephone" (17.0%).

▽ A look at key factors and points considered important when deciding on a tour shows that "Price is cheap for the content" (55.9%) 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 2010

※The figure for "Internet (PC)" in the 2010 study was indicated as "Internet“ ※ "＊" ：indicated that item is not applicable.

※"Web/e-mail" in 2011 combines "by

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

text (smartphone)," and "by Internet or

text (mobile phone)."

※"Web/e-mail" in 2010 combines "by

Internet or e-mail (PC)" and "by Internet

or text (mobile phone)."

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

Sample

20.3 14.2 12.9 11.0 9.9 9.4 8.7 7.7 7.0 6.3 6.2 6.1 6.1 6.0 6.0 5.9 5.7 5.2 4.6 4.6 4.6 4.6

( 867 ) ( 605 ) ( 550 ) ( 470 ) ( 422 ) ( 401 ) ( 373 ) ( 329 ) ( 300 ) ( 269 ) ( 266 ) ( 259 ) ( 258 ) ( 258 ) ( 254 ) ( 252 ) ( 244 ) ( 222 ) ( 198 ) ( 198 ) ( 197 ) ( 194 ) ( 154 )

14.5 9.0 7.2 5.9 4.3 4.5 4.3 3.0 3.4 1.8 3.4 3.7 3.9 1.5 2.8 2.2 2.0 2.0 2.3 1.8 1.8 2.6 *

( 619 ) ( 384 ) ( 306 ) ( 251 ) ( 183 ) ( 194 ) ( 182 ) ( 128 ) ( 145 ) ( 75 ) ( 145 ) ( 159 ) ( 165 ) ( 64 ) ( 120 ) ( 95 ) ( 84 ) ( 86 ) ( 100 ) ( 78 ) ( 77 ) ( 113 ) #

4265 71.4 63.5 55.6 53.4 43.4 48.4 48.8 38.9 48.3 27.9 54.5 61.4 64.0 24.8 47.2 37.7 34.4 38.7 50.5 39.4 39.1 58.2

Spain Singapore

Other

China

(exc.

Hong

Kong and

Macau)

BaliUSA

WestSaipan UK Germany

Other

nations in

west

Europe

Hawaii

(other

than

Oahu)

Shanghai

Thailand

(other

than Thai

beaches)

Hong

Kong

/ Macau

France Italy OceaniaKoreaHawaii

(Oahu)Taiwan Guam Vietnam USA East

O

ki

n

a

w

a

4265Destinations considered

Destinations actually visited 4265

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

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

as "

Ruru

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 m

agaz

ines

Acqu

ainta

nces

at t

rave

l age

ncie

s

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Mobi

le s

ites

Fre

e fly

ers

and

flyers

in

new

spap

ers

TV

pro

gram

s an

d com

merc

ials

Inte

rnet

(sm

artp

hone, e

tc.)

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

stat

ions

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion

All destinations/Total '11 4265 80.7 36.8 19.2 16.1 12.3 11.8 11.7 5.7 3.2 2.7 2.1 1.9 1.8 1.8 1.6 1.2 0.3 0.3 1.5 2.7

All destinations/Total '10 4436 79.5 39.7 20.4 15.9 13.4 11.3 12.1 5.9 3.4 2.6 2.1 1.3 2.0 2.3 * 1.7 0.4 0.5 2.2 3.2

0

20

40

60

80

100


（％）



All

destinations

/Total '11

(n=2639) (n=2850)

Price is cheap for the content 55.9 57.3

Includes spots I want to go to 26.1 24.1

Cheap 25.9 29.3

There is a lot of free time 25.1 26.8

Can pay by credit card 16.2 15.9

Can visit many tourist spots 14.5 13.1

Time stayed at destination is long 14.0 13.2

There is city sightseeing 11.1 10.8

Discounts are available for early reservations 5.8 5.1

There is no city sightseeing 2.9 3.2

Discounts are available for children 2.6 2.5

Discounts are available for students 0.9 0.7

It is an assuring airline 27.8 27.8

The flight suits my schedule 21.4 20.0

There are direct flights 19.0 20.2

It is a well-known airline 11.2 11.7

I earn miles on the airline I use 8.6 10.2

It is a Japanese airline 7.4 11.4

Departs from nearest airport 7.3 7.1

The airline is designated 6.7 8.6

There are cabin crew who speak Japanese 4.6 5.7

Airline nationality same as destination 4.0 3.6

Connecting flights are convenient 3.4 2.8

I earn miles on an affiliated airline 2.6 2.6

Airline equipment and facilities are good 2.3 2.3

Offers full lineup of in-flight entertainment 2.2 2.3

Full lineup of in-flight food is offered 2.1 2.6

Cabin crew provides good service 2.1 3.3

Is business class or higher 2.1 2.2

Airport ground crew provides good service 1.2 1.1

Airline staff at airport are good at what they do 0.6 0.8

Hotel location is good 35.3 34.4

Hotel is designated 16.0 18.1

Hotel grade is high 16.0 17.6

Hotel ambiance is good 14.1 14.1

Hotel facilities and services are complete 11.1 11.1

Transportation is provided to and from hotel 10.0 11.6

Hotel security is good 8.2 7.2

Rooms suit my needs 7.2 7.4

Room grade is high 5.6 6.1

Hotel is well known 4.9 6.2

Rooms are spacious 4.2 4.3

The room is designated 2.3 2.4

Hotel is new 2.0 1.8

Checkout time is late 1.9 1.5

Check-in time is early 1.3 1.7

Travel agency is very reliable 39.2 36.2

Comes with guide 19.0 18.0

Travel agency response is thorough 15.7 15.1

Travel agency is familiar 13.9 13.8

Travel agency is well known 11.7 13.1

There are local staff who speak Japanese 9.6 11.5

Travel agency is good at what it does 8.9 9.4

Travel agency has ability to make arrangements 8.0 7.2

Travel agency is highly specialized 6.8 7.6

There is a backup desk at destinations 6.5 6.9

Travel agency is in a location easy to visit 5.5 5.3

All meals provided 14.0 14.4

All breakfasts provided 13.0 13.3

Comes with famous dishes 8.4 8.4

Can make reservations right away 6.3 7.4

Possible to participate alone 4.5 3.8

Group travel done in groups of appropriate size 3.5 3.4

Can increase or decrease the number of nights 2.9 3.8

There are shopping related perks 2.4 2.2

Can change conditions and content 2.3 2.9

There are leisure related perks 2.2 2.3

Clientele is well suited to me 2.1 1.7

I earn / can use points other than miles 1.2 1.1

Can depart after work 0.8 1.1

There is a briefing beforehand 0.8 0.3

Other 1.2 1.5

Nothing in particular 3.0 3.0

Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt

Items considered importantAll

destinations

/Total '100 20 40 60

Items considered important All destinations/Total '11（％）

11

Total

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



3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


UK '11 (n=131) 13.0

UK '10 (n=135) 10.1

18.9 15.7 9.4

10.3

10.1

14.8

19.2

14.4

21.9

23.6

11.4

31.3

23.0

4.5

13.8

13.5

15.6%

1.8

2.3

2.9

0.4

3.5

7.8

9.9


●Legend


UK '11 (n=120)

UK '10 (n=118)

46.7

41.7

38.1

53.3

58.3

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=131) 26.6

UK '10 (n=135) 28.2

Average

(tens of

1000s of

yen)

27.0 16.6 12.7

19.3

16.8

17.0

30.2

32.2

8.9

16.3

18.8

7.7

18.3

10.0%

-

1.5

7.7

2.9

8.1

9.4

18.3


more

Average

(times）

●Legend


UK '11 (n=131) 14.45.4 14.6

18.6

16.3

12.2

13.7

53.1

50.1

4.5% 11.5


●Legend


UK '11 (n=131)

51.9

50.050.0

48.1%


(yrs）

●Legend


UK '11 (n=131) 43.8

21.3

19.9

18.4

12.2

41.4

43.224.7

19.0%

Male Female

●Legend


UK '11 (n=131)

51.1

62.937.1

48.9%

12

UK








▽ Accompanying travelers: "Travel alone" (20.5%) comprised the largest percentage and was followed by

"Married couple travel" (20.1%).

▽ In terms of purposes of travel, "To visit famous sites and historic spots" (71.8%) comprised the largest

percentage and was followed by "To shop" (44.5%).

▽ Local activities included in package: "City sightseeing / Tour to surrounding area" (51.1%) comprised the

largest percentage and was followed by "Visit famous and historic places" (40.9%).


Profile

Travel Outline

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

■Incidence of first visit

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

■Number of trips abroad thus far


■Travel expenses


■Rate of use of package tours


■Number of days traveled


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




transportation."



（％）

Average

(in 10s of 1000s of yen)

UK '11

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

'11 131 12.4 21.3 5.3 11.4 9.7 11.2 27.2 1.6 14.3 20.0

'10 135 8.5 15.2 5.1 19.8 12.4 10.1 28.9 ― 13.5 22.7

Average


UK '11

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

'11 131 1.0 0.8 17.8 16.9 19.3 17.9 24.7 1.6 5.4 6.0

'10 135 3.5 2.2 10.6 14.6 15.6 28.5 25.1 ― 5.7 8.6

'11 131 8.6 5.7 22.8 14.8 20.6 12.5 13.4 1.6 2.5 3.6

'10 135 2.8 3.6 16.4 18.6 20.4 25.2 12.9 ― 2.7 4.6

'11 131 17.1 4.3 19.6 17.2 16.7 11.6 11.9 1.6 2.6 3.3

'10 135 8.4 3.3 17.5 13.4 14.1 23.7 19.7 ― 2.9 4.9

'11 52 1.7 1.6 14.0 9.2 16.0 21.7 35.8 ― 6.6 9.0

'10 * * * * * * * * * * *

Total amount

Shopping

Accommodations

Meals


（％）

All

destinations

/Total '11

UK

'11

(n=5094) (n=131)

1 To visit famous sites and historic spots 50.5 71.8

2 To shop 44.7 44.5

3 To view art 14.4 41.6

4 To experience a different culture 27.0 41.4

5 To broaden my horizons/perspective 19.5 34.3

6 To escape from the routine 26.1 34.1

7 To relax and rest 34.7 32.8

8 To create memories 23.7 32.2

9 To enjoy nature 22.1 26.4

10 Just to try getting to a foreign country 15.3 24.7

11 To eat good food 47.2 24.3

12 To meet with and mix with locals 13.9 23.6

13 To see stimulation 12.9 20.6

14 To see friends/acquaintances there 13.0 20.4

15 To have a look at Japan from overseas 5.7 14.9

16 To improve my language ability 4.4 14.7

17 To enjoy a concert / musical performance 3.0 11.6

18 For my children 5.9 11.1

19 To visit a place that is in my memories 3.3 10.6

20 To view a sport event 1.9 9.2

21 To stay at luxury hotels 9.3 8.4

22 For my hobby / what I'm learning 3.2 7.2

23 To visit a place that I live at before 1.7 6.2

24 For my parents 3.0 5.3

25 To engage in sports 8.2 5.0

26 To do a home-stay / study abroad 0.8 4.9

27 To experience places off the beaten track / adventures 4.5 4.2

28 Beauty treatments and massages 15.5 3.6

29 To benefit my career opportunities 0.5 3.0

30 To attend a wedding ceremony 1.2 2.2

31 Working holiday 0.3 2.1

32 To see an event held during a particular time (carnival in Rio, etc.） 2.2 1.9

Other 5.1 4.3

All

destinations

/Total '11

UK

'11

(n=5094) (n=131)

Married couple travel 23.3 20.1

Family travel (with children) 14.1 17.4

Travel alone 13.7 20.5

With friends (3 or more) 13.2 10.5

With friend (alone) 11.8 5.9

Family travel (with parents) 6.2 9.1

Couple travel 4.8 3.0

Honeymoon 3.5 3.0

Family travel (3 generations) 2.7 2.1

Other 6.6 8.4

0 10 20 30

All destinations/Total '11 UK '11

（％）

（％）

UK '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=56) (n=131) (n=131)

1 City sightseeing / Tour to surrounding area 51.1 16.6 15.6

2 Visit famous and historic places 40.9 5.6 8.5

3 Famous dishes 38.3 1.2 7.3

4 Art museums and historic museums 28.2 5.7 13.1

5 Pleasure cruise 17.4 3.1 3.7

6 Shopping tour 11.1 1.5 1.2

7 Theme park 9.0 0.8 0.8

8 Island tour 5.7 1.4 0.7

9 Viewing of theater, musicals, concert, shows, etc. 5.4 8.5 7.0

10 Beauty treatments, spa, massage, hot springs 3.6 0.4 1.0

11 Aquariums/zoos 3.3 2.0 1.6

12 Trains 2.8 10.4 8.9

13 Other event viewing 1.5 ― 1.1

14 Dinner cruise 0.9 1.4 1.0

14 Golfing 0.9 1.2 ―

14 Outdoor (fishing, climbing, etc.） 0.9 0.6 ―

14 Sports viewing 0.9 2.6 2.8

14 Night tour 0.9 ― 0.4

19 Diving and snorkeling ― ― 0.6

19 Other marine sports ― ― 0.4

19 Skiing and snowboarding ― 0.4 0.6

19 Riding (horseback, rafting, etc.) ― 0.7 ―

19 Other sports ― ― ―

19 Safari jungle tour ― 0.6 ―

19 Gambling ― 0.4 0.6

19 Instruction ― ― ―

19 Ethnic cultural experiences ― ― ―

19 Car rental ― 8.0 1.1

Other 1.5 6.1 3.9

Nothing ― 49.0 43.4

Don't know or don't remember 2.4 2.5 2.5


hotel accommodations, and local transportation36.2

■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 for whom this destination was their last/Single answer each)





"no answer."





the destination).




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.

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

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.)

New

spap

er

ads

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

Mobi

le s

ites

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

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


UK'11 120 90.4 27.0 26.7 24.2 17.1 16.0 12.2 8.1 6.1 6.0 5.4 5.3 4.2 3.5 2.8 2.7 2.0 1.1 3.3 1.3

0

20

40

60

80

100

UK'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

UK '11

When first thought of traveling 120 15.2 22.3 25.5 14.8 8.1 1.6 4.0 2.1 6.5 4.6 4.7

When started considering 120 6.7 10.2 30.9 21.4 17.6 3.4 4.9 2.1 2.9 3.0 3.0

When booked 120 2.6 5.5 21.0 23.2 26.3 9.0 8.8 3.0 0.7 2.3 2.1

Average (months prior)0

10

20

30

40

50

When first thought of traveling

When started considering

When booked

（％）

Sample

Web/

e-mail *

By


Don't

know/

Don't

remember


UK '11 120 62.7 23.7 15.4 1.1 0.8 1.9

0

25

50

75

UK '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


UK '11 120 63.8 35.1 18.6 3.7 3.0 16.4 0.4

0

25

50

75

UK '11


（％）

14

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)" (90.4%) yielded the

highest percentage by far and was followed by "Travel agency pamphlets" (27.0%) and "Guidebooks ( 'Chikyuu no arukikata,' etc.)" (26.7%).


"Visiting" (18.6%).

▽ In terms of means of booking, "Web / e-mail" (62.7%) comprised the largest percentage and was followed by "By telephone" (23.7%) and

"Visiting" (15.4%).

▽ A look at the destinations simultaneously considered by those who considered the UK shows that "France" (50.1%) comprised the largest

percentage, followed by "Italy" (29.5%) and "Germany" (28.1%). In terms of actual destinations visited, "UK" (47.3%) comprised the largest

percentage, followed by "France" (22.3%).

▽ Among the responses given as the reasons for considering, "City seems good" (33.7%) comprised the largest percentage, followed by "I was

interested in a particular sightseeing spot" (29.3%). Among the responses given as the reason for deciding, "It was a location I had wanted to

go to from before" (17.8%) 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" (53.2%) comprised

the largest percentage and followed by “Includes spots I want to go to" (36.4%) and "Travel agency is very reliable" (35.8%).

■Means of inquiry


■Means of booking


＊ "Web/e-mail" combines "by Internet or

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

(smartphone)," and "by Internet or text

(mobile phone)."



Reasons for considering UK '11 Reason for deciding UK '11

Reasons for considering Reason for decidingAll

destinations

/Total '11

UK '11

All

destinations

/Total '11

UK '11

(n=4265) (n=120) (n=4265) (n=120)

Suited my date of departure, date of return, day of the week, travel period, etc. 33.5 × 21.9 11.5 ▲ 5.8

Suited my budget 29.1 ▲ 21.1 7.6 　 6.2

I just happened to discover a good travel product 11.4 　 11.4 3.8 　 3.1

Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.9 　 11.3 2.5 　 1.9

It suited the needs of accompanying travelers, such as my children 4.9 　 6.6 1.2 　 1.2

Because I wanted to earn miles 2.8 　 4.5 0.4 　 ―

Suited my flying time or flight from the closest airport, etc. 5.7 　 3.6 0.9 　 1.2

I was interested in a particular sightseeing spot 17.0 ◎ 29.3 4.7 　 1.9

It was a location I had wanted to go to from before 21.2 ○ 27.6 8.5 ○ 17.8

Accompanying travelers wanted to go there 20.1 　 22.9 8.2 　 11.2

I had been there before and found that it was good 18.5 　 21.1 6.5 　 3.2

I have family members, relatives, acquaintances, friends at the destination 11.0 ○ 16.8 7.3 　 9.8

I was interested in a particular event, activity 5.8 ○ 11.9 3.0 　 3.1

Was recommended by family members, acquaintances, friends 7.3 　 10.5 1.9 　 2.6

I felt like going after seeing it on TV, in a magazine, on the web, etc. 10.1 　 7.8 1.3 　 0.7

I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.6 　 5.1 0.3 　 1.4

I felt like going after seeing the website of the travel bureau 2.0 　 3.6 0.1 　 ―

Was recommended by a travel agent 1.8 　 3.0 0.6 　 ―

City seems good 15.2 ◎ 33.7 2.8 　 5.9

Seems safe 19.6 　 21.3 2.5 　 0.8

Nature seems good 19.5 　 18.5 3.9 　 5.2

Climate seems good 18.5 ▲ 11.9 2.6 　 2.0

Timing of the trip seems good (best season at that destination, etc.) 7.6 　 10.6 1.8 　 3.6

Food seems good 18.3 ▲ 9.0 3.4 　 1.3

Hygienic 4.9 　 7.5 0.1 　 0.4

Prices seems cheap 20.0 × 4.9 3.3 　 1.1

Hospitality seems good 7.7 　 4.8 1.1 　 ―

Hotel I want to stay at seems good 4.7 　 2.6 1.3 　 ―

Other 9.6 　 13.3 6.7 　 8.5

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 UK '11

Reason for deciding UK '11

（％）

Sample

100.0 50.1 29.5 28.1 24.6 24.3 12.4 8.7 7.7 7.0 6.7 6.3 6.3 6.0 5.8 5.6 5.2 4.7 4.7 4.7 4.1 3.9

( 254 ) ( 127 ) ( 75 ) ( 72 ) ( 63 ) ( 62 ) ( 31 ) ( 22 ) ( 20 ) ( 18 ) ( 17 ) ( 16 ) ( 16 ) ( 15 ) ( 15 ) ( 14 ) ( 13 ) ( 12 ) ( 12 ) ( 12 ) ( 10 ) ( 10 )

47.3 22.3 11.6 7.3 8.7 5.6 1.4 4.1 3.1 ― 2.1 ― 1.5 2.3 1.3 1.7 1.2 1.3 2.0 0.8 0.8 1.2

( 120 ) ( 57 ) ( 29 ) ( 18 ) ( 22 ) ( 14 ) ( 3 ) ( 11 ) ( 8 ) ( 0 ) ( 5 ) ( 0 ) ( 4 ) ( 6 ) ( 3 ) ( 4 ) ( 3 ) ( 3 ) ( 5 ) ( 2 ) ( 2 ) ( 3 )

254 47.2 44.9 38.7 25.0 34.9 22.6 9.7 50.0 40.0 ― 29.4 ― 25.0 40.0 20.0 28.6 23.1 25.0 41.7 16.7 20.0 30.0

254

Destinations simultaneously

considered by those who

considered the UK

Destinations actually visited by

those who considered the UK254

SingaporeUSA

WestShanghai BaliEgypt

Countries

of

northern

Europe

Hawaii

(Oahu)GuamUSA East Turkey

Canada

/ AlaskaGreece

Other

nations in

west

Europe

Spain Oceania

Countries

of

eastern

Europe

UK France Italy Germany

Hawaii

(other

than

Oahu)

Hong

Kong

/ Macau


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the UK

Destinations actually visited by those who considered the UK

（％）

15

UK

※ Number of people in parentheses.

※ "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2010.

※ "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.

■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)



All

destinations

/Total '11

UK '11

(n=2639) (n=56)

Price is cheap for the content 55.9 　 53.2

Includes spots I want to go to 26.1 ◎ 36.4

There is a lot of free time 25.1 　 26.4

Can visit many tourist spots 14.5 ○ 21.1

Can pay by credit card 16.2 　 16.8

Time stayed at destination is long 14.0 　 15.7

Cheap 25.9 × 14.4

There is city sightseeing 11.1 　 12.9

Discounts are available for students 0.9 　 5.2

Discounts are available for early reservations 5.8 　 4.1

Discounts are available for children 2.6 　 3.3

There is no city sightseeing 2.9 　 1.5

It is an assuring airline 27.8 ○ 33.1

The flight suits my schedule 21.4 ▲ 15.1

There are direct flights 19.0 　 14.1

Airline nationality same as destination 4.0 ○ 12.9

It is a well-known airline 11.2 　 11.5

I earn miles on the airline I use 8.6 　 11.5

Offers full lineup of in-flight entertainment 2.2 ○ 9.0

The airline is designated 6.7 　 7.5

It is a Japanese airline 7.4 　 6.2

There are cabin crew who speak Japanese 4.6 　 5.3

Connecting flights are convenient 3.4 　 5.1

I earn miles on an affiliated airline 2.6 　 4.8

Airline equipment and facilities are good 2.3 　 3.3

Full lineup of in-flight food is offered 2.1 　 3.2

Cabin crew provides good service 2.1 　 3.2

Airport ground crew provides good service 1.2 　 3.2

Airline staff at airport are good at what they do 0.6 　 1.8

Departs from nearest airport 7.3 ▲ 1.5

Is business class or higher 2.1 　 ―

Hotel location is good 35.3 ▲ 26.9

Hotel is designated 16.0 　 14.2

Transportation is provided to and from hotel 10.0 　 12.1

Hotel ambiance is good 14.1 ▲ 7.6

Hotel grade is high 16.0 ▲ 7.5

Rooms suit my needs 7.2 　 7.2

Rooms are spacious 4.2 　 6.2

Room grade is high 5.6 　 4.8

Hotel security is good 8.2 　 4.4

Hotel is new 2.0 　 4.4

Hotel facilities and services are complete 11.1 ▲ 4.3

Check-in time is early 1.3 　 3.3

Hotel is well known 4.9 　 3.1

Checkout time is late 1.9 　 2.5

The room is designated 2.3 　 ―

Travel agency is very reliable 39.2 　 35.8

Comes with guide 19.0 ◎ 30.2

Travel agency is familiar 13.9 ○ 20.8

Travel agency is highly specialized 6.8 ○ 14.7

Travel agency is well known 11.7 　 14.6

There are local staff who speak Japanese 9.6 　 11.3

Travel agency response is thorough 15.7 　 11.0

There is a backup desk at destinations 6.5 　 10.0

Travel agency has ability to make arrangements 8.0 　 9.3

Travel agency is good at what it does 8.9 　 6.7

Travel agency is in a location easy to visit 5.5 ▲ ―

All breakfasts provided 13.0 ◎ 26.2

Comes with famous dishes 8.4 　 11.9

All meals provided 14.0 　 10.2

Can increase or decrease the number of nights 2.9 　 7.6

Can make reservations right away 6.3 　 7.3

There are leisure related perks 2.2 　 7.1

Possible to participate alone 4.5 　 5.3

There are shopping related perks 2.4 　 3.2

I earn / can use points other than miles 1.2 　 3.2

Group travel done in groups of appropriate size 3.5 　 2.8

Clientele is well suited to me 2.1 　 2.5

Can change conditions and content 2.3 　 1.8

There is a briefing beforehand 0.8 　 1.5

Can depart after work 0.8 　 ―

Other 1.2 　 ―

Nothing in particular 3.0 　 1.8

Budg

et

and

conte

nt

Items considered important

Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

0 20 40 60

Items considered important UK '11（％）

16

UK

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







UK '11

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=107) 91.7

(n=103) 95.5

(n=33) 84.7

(n=103) 71.1

(n=95) 83.6

(n=27) 87.6

(n=107) 84.7

(n=107) 88.0

(n=54) 84.8

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

11.9

28.7

45.4

28.3

22.6

35.8

34.4

23.3

1.4

-

5.2

16.4

7.5

-

8.0

5.3

-

10.1

12.4

8.8

12.4

7.3

6.7

61.5

53.7

48.9

65.0

55.4

25.7

56.0

83.6

81.0% 10.8

15.2

4.5

6.8

17

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 2010, 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 91.7%. A look at each degree of satisfaction attribute shows that

"Sightseeing / Viewing" (95.5%) garnered the largest percentage and was followed by "Safety / Hygiene"

(88.0%) and "Night life" (84.8%).



3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


France '11 (n=219) 9.4

France '10 (n=238) 10.0

18.9 15.7 9.4 10.1

13.7

19.4

14.4

35.9

38.1

11.4

30.9

17.3

4.5

5.7

9.4

15.6%

1.8

0.8

0.5

0.4

4.3

6.38.3

7.4


●Legend


France '11 (n=194)

France '10 (n=218)

62.8

62.3

38.1

37.2

37.7

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=219) 30.9

France '10 (n=238) 28.3

Average

(tens of

1000s of

yen)

27.0 16.6 12.7 17.0

37.6

31.3

8.9

19.5

24.7

7.7

16.51.7

1.0

10.0%

2.2

2.0

8.5

6.1

15.0

11.2 22.6


more

Average

(times）

●Legend


France '11 (n=219) 15.24.2 15.0

18.6

14.4

12.2

12.9

53.1

53.6

4.5% 11.5


●Legend


France '11 (n=219)

51.9

51.748.3

48.1%


(yrs）

●Legend


France '11 (n=219) 44.8

21.3

23.9

18.4

10.9

41.4

44.520.7

19.0%

Male Female

●Legend


France '11 (n=219)

51.1

55.144.9

48.9%

18

France








▽ Accompanying travelers: "Married couple travel" (32.0%) comprised the largest percentage and was followed

by "Travel alone" (13.4%).


percentage and was followed by "To view art" (54.6%).




Profile






Travel Outline

■Travel expenses






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




transportation."



（％）

Average


France '11

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

'11 219 13.3 11.6 5.2 16.6 15.6 6.0 31.0 0.7 14.3 21.4

'10 238 10.8 17.0 3.4 17.0 14.9 11.7 24.9 0.2 13.5 21.2

Average


France '11

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

'11 219 3.4 4.6 9.8 10.0 17.9 29.1 24.5 0.7 5.4 7.7

'10 238 2.2 2.6 14.5 10.5 14.7 22.3 33.0 0.2 5.7 9.7

'11 219 5.6 4.9 17.6 20.8 19.1 19.9 10.6 1.5 2.5 3.7

'10 238 2.6 4.4 19.1 19.9 20.5 20.4 12.9 0.2 2.7 4.3

'11 219 16.8 9.0 15.6 14.3 18.0 16.5 9.0 0.7 2.6 3.2

'10 238 11.6 6.9 16.3 18.7 15.8 19.1 11.3 0.2 2.9 3.9

'11 62 3.9 3.8 6.9 3.0 13.2 28.6 40.5 ― 6.6 9.2

'10 * * * * * * * * * * *Accommodations


Total amount

Shopping

Meals

（％）

All

destinations

/Total '11

France

'11

(n=5094) (n=219)


2 To view art 14.4 54.6

3 To shop 44.7 47.5






























Other 5.1 3.3

All

destinations

/Total '11

France

'11

(n=5094) (n=219)








Honeymoon 3.5 10.0


Other 6.6 3.7

0 10 20 30 40

All destinations/Total '11 France '11

（％）

（％）

France '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=122) (n=219) (n=219)








8 Theme park 9.0 2.4 1.0

9 Trains 4.8 12.3 7.1


11 Beauty treatments, spa, massage, hot springs 2.9 ― 2.2


12 Outdoor (fishing, climbing, etc.） 2.6 0.4 0.6


15 Golfing 1.3 ― 0.4

15 Skiing and snowboarding 1.3 0.6 0.4

17 Other marine sports 0.7 0.4 ―


19 Diving and snorkeling ― 0.4 ―


19 Other sports ― 0.4 ―


19 Sports viewing ― ― ―

19 Gambling ― ― ―

19 Night tour ― 0.8 2.4

19 Instruction ― 0.2 ―

19 Ethnic cultural experiences ― ― 0.2

19 Car rental ― 5.0 0.2

Other ― 4.1 2.7

Nothing 2.3 45.0 55.8




19

France










"no answer."





the destination).




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

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

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

Inte

rnet

(sm

artp

hone, e

tc.)

Mobi

le s

ites

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

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

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


France'11 194 79.0 41.6 29.0 18.3 17.4 14.0 13.0 6.4 5.7 4.3 4.3 4.2 3.0 2.5 1.8 1.7 1.0 0.4 1.9 2.7

0

20

40

60

80

100

France'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

France '11



When booked 194 3.5 8.8 31.7 22.2 20.7 5.8 5.8 1.6 ― 2.3 2.5


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


France '11 194 51.6 28.2 19.1 1.2 2.5 0.3

0

25

50

75

France '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


France '11 194 53.4 34.3 28.0 3.2 2.1 11.7 0.3

0

25

50

75

France '11


（％）

20

France



departure.


the largest percentage and was followed by "Travel agency pamphlets" (41.6%), and "Guidebooks ( 'Chikyuu no arukikata,' etc.)" (29.0%).


"Visiting" (28.0%).


telephone" (19.1%).

▽ A look at the destinations simultaneously considered by those who considered France shows that "Italy" (41.6%) comprised the largest

percentage, followed by "Germany" (33.4%), "UK" (31.8%). In terms of actual destinations visited, "France" (48.4%) comprised the largest

percentage, followed by "Italy" (16.4%).

▽ Among the responses given as the reasons for considering, "City seems good" (30.5%) comprised the largest percentage, followed by "It was a

location I had wanted to go to from before" (28.9%) and "Accompanying travelers wanted to go there" (28.5%). Among the responses given as

the reason for deciding, "It was a location I had wanted to go to from before" (14.4%) comprised the largest percentage.


the largest percentage and followed by “Includes spots I want to go to" (43.6%) and "It is assuring airline" (42.7%).




■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering France '11Reason for deciding France '11


destinations

/Total '11

France '11

All

destinations

/Total '11

France '11

(n=4265) (n=194) (n=4265) (n=194)

Suited my date of departure, date of return, day of the week, travel period, etc. 33.5 ▲ 27.2 11.5 　 8.4

Suited my budget 29.1 × 16.6 7.6 　 4.5



Because I wanted to earn miles 2.8 　 7.1 0.4 　 0.7



It was a location I had wanted to go to from before 21.2 ○ 28.9 8.5 ○ 14.4

Accompanying travelers wanted to go there 20.1 ○ 28.5 8.2 　 9.1

I was interested in a particular sightseeing spot 17.0 ◎ 28.3 4.7 ○ 11.1


I felt like going after seeing it on TV, in a magazine, on the web, etc. 10.1 ○ 18.5 1.3 　 1.7

Was recommended by family members, acquaintances, friends 7.3 　 12.1 1.9 　 ―

I have family members, relatives, acquaintances, friends at the destination 11.0 　 11.7 7.3 　 5.1

I was interested in a particular event, activity 5.8 　 5.9 3.0 　 0.4


Was recommended by a travel agent 1.8 　 3.4 0.6 　 0.7


City seems good 15.2 ◎ 30.5 2.8 ◎ 13.5

Seems safe 19.6 　 22.7 2.5 　 0.8

Food seems good 18.3 　 19.3 3.4 　 4.1




Hygienic 4.9 　 7.0 0.1 　 ―


Hospitality seems good 7.7 　 4.7 1.1 　 1.4


Other 9.6 　 8.0 6.7 　 4.0

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 France '11

Reason for deciding France '11

（％）

Sample

100.0 41.6 33.4 31.8 26.9 26.1 12.6 8.2 8.0 7.6 6.8 6.3 6.3 6.2 5.4 5.2 5.0 4.8 4.8 4.6 4.4 4.2

( 401 ) ( 167 ) ( 134 ) ( 127 ) ( 108 ) ( 104 ) ( 51 ) ( 33 ) ( 32 ) ( 31 ) ( 27 ) ( 25 ) ( 25 ) ( 25 ) ( 22 ) ( 21 ) ( 20 ) ( 19 ) ( 19 ) ( 18 ) ( 18 ) ( 17 )

48.4 16.4 7.8 11.1 10.4 5.5 1.6 ― 2.7 2.2 2.6 1.6 2.3 1.7 1.4 2.2 1.1 1.0 2.1 1.1 0.7 0.1

( 194 ) ( 66 ) ( 31 ) ( 44 ) ( 42 ) ( 22 ) ( 6 ) ( 0 ) ( 11 ) ( 9 ) ( 10 ) ( 6 ) ( 9 ) ( 7 ) ( 6 ) ( 9 ) ( 4 ) ( 4 ) ( 9 ) ( 5 ) ( 3 ) ( 1 )

401 48.4 39.5 23.1 34.6 38.9 21.2 11.8 ― 34.4 29.0 37.0 24.0 36.0 28.0 27.3 42.9 20.0 21.1 47.4 27.8 16.7 5.9


those who considered the France401


area considered

401



considered the France

Bali KoreaFrance Italy Germany UK

Other

nations in

west

Europe

Spain Oceania GreeceHawaii

(Oahu)

Countries

of

eastern

Europe

USA

WestTurkey USA East Egypt

Canada

/ Alaska

Countries

of

northern

Europe

Singapore

Hawaii

(other

than

Oahu)

Shanghai Guam

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the France

Destinations actually visited by those who considered the France

（％）

21

France


















All

destinations

/Total '11

France '11

(n=2639) (n=122)




Can visit many tourist spots 14.5 ◎ 27.6

Can pay by credit card 16.2 ○ 25.4

There is city sightseeing 11.1 ◎ 24.5

Cheap 25.9 ▲ 18.7






It is an assuring airline 27.8 ◎ 42.7

The flight suits my schedule 21.4 　 24.5

It is a well-known airline 11.2 ◎ 24.2


I earn miles on the airline I use 8.6 ○ 13.8


Departs from nearest airport 7.3 　 9.1



Airline nationality same as destination 4.0 　 5.7





Is business class or higher 2.1 　 2.9




Offers full lineup of in-flight entertainment 2.2 　 1.2

Hotel location is good 35.3 × 22.1


Hotel ambiance is good 14.1 　 10.8



Hotel facilities and services are complete 11.1 　 7.9







The room is designated 2.3 　 1.2


Checkout time is late 1.9 　 ―



Travel agency response is thorough 15.7 ○ 25.4

Travel agency is well known 11.7 ○ 17.0

Travel agency is familiar 13.9 　 12.4


Travel agency is highly specialized 6.8 　 10.2


Travel agency is in a location easy to visit 5.5 　 9.1















Can depart after work 0.8 　 0.8

There is a briefing beforehand 0.8 　 ―

Other 1.2 　 1.5


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt


0 20 40 60

Items considered important France '11（％）

22

France








France '11


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=178) 90.0

(n=174) 95.1

(n=28) 89.0

(n=161) 76.3

(n=143) 82.7

(n=18) 88.0

(n=178) 79.4

(n=178) 79.1

(n=80) 84.0

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

15.2

12.3

14.0

14.3

34.6

34.1

20.6

0.5

3.1

5.6

2.8

2.8

13.6

12.9

7.3

7.9

18.2

14.5

9.2

6.9

8.0

8.763.4

45.0

44.8

73.7

68.6

63.9

73.7

91.9

86.4%

3.2

3.6 0.3

4.4

9.7

23

France


"Sightseeing / Viewing" (95.1%) comprised the largest percentage and was followed by "Night life" (84.0%) and

"Shopping" (82.7%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Germany '11 (n=108) 10.2

Germany '10 (n=116) 10.2

18.9 15.7 9.4 10.1

8.9

14.5

14.4

30.0

29.7

11.4

31.1

36.0

4.5

8.7

7.4

15.6%

1.4

-

-

0.8

9.7

1.7

10.0

10.2


●Legend


Germany '11 (n=95)

Germany '10 (n=104)

53.9

52.6

38.1

46.1

47.4

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=108) 31.0

Germany '10 (n=116) 28.5

Average

(tens of

1000s of

yen)

27.0 16.6 12.7 17.0

31.7

31.3

8.9

21.7

27.3

7.7

19.3-

-

10.0%

-

3.4

9.0

2.3

13.1

13.9 26.9


more

Average

(times）

●Legend


Germany '11 (n=108) 14.23.6 10.2

18.6

20.1

12.2

12.7

53.1

53.4

4.5% 11.5


●Legend


Germany '11 (n=108)

51.9

52.547.5

48.1%


(yrs）

●Legend


Germany '11 (n=108) 47.0

21.3

15.7

18.4

13.5

41.4

21.7

19.0%

49.2

Male Female

●Legend


Germany '11 (n=108)

51.1

53.146.9

48.9%

24

Germany











percentage and was followed by "To experience a different culture" (41.0%).




Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Germany '11

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

'11 108 16.9 15.9 5.6 11.4 15.1 8.8 26.5 ― 14.3 18.0

'10 116 12.5 19.4 11.4 18.8 11.4 13.7 12.8 ― 13.5 15.7

Average


Germany '11

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

'11 108 3.2 4.7 16.8 18.2 14.3 30.8 12.0 ― 5.4 5.0

'10 116 2.0 4.7 14.7 17.8 18.3 23.0 19.6 ― 5.7 5.7

'11 108 8.1 18.5 15.1 11.5 22.0 17.4 7.3 ― 2.5 3.1

'10 116 7.5 5.6 22.0 15.4 23.7 22.7 3.0 ― 2.7 3.2

'11 108 24.3 6.6 16.8 9.2 14.5 21.2 7.4 ― 2.6 2.9

'10 116 21.0 4.9 13.2 16.8 21.9 10.8 11.4 ― 2.9 3.5

'11 41 ― 3.9 4.3 10.9 17.4 26.7 36.8 ― 6.6 8.6

'10 * * * * * * * * * * *

Total amount

Shopping

Accommodations

Meals


（％）

All

destinations

/Total '11

Germany

'11

(n=5094) (n=108)




4 To shop 44.7 33.0

5 To view art 14.4 31.3




























Other 5.1 2.2

All

destinations

/Total '11

Germany

'11

(n=5094) (n=108)








Honeymoon 3.5 3.1

Family travel (3 generations) 2.7 ―

Other 6.6 4.6

0 10 20 30

All destinations/Total '11 Germany '11

（％）

（％）

Germany '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=51) (n=108) (n=108)





5 Shopping tour 23.1 2.4 ―


7 Theme park 10.4 3.0 0.5


9 Other event viewing 7.3 2.0 0.5


10 Ethnic cultural experiences 3.4 ― ―

12 Island tour 3.0 ― 0.5

13 Trains 2.0 14.2 10.5


14 Other sports 1.7 0.8 ―

16 Skiing and snowboarding 1.0 0.5 ―

17 Beauty treatments, spa, massage, hot springs ― ― 1.7

17 Golfing ― ― ―

17 Diving and snorkeling ― ― ―

17 Other marine sports ― ― ―

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

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


17 Sports viewing ― 1.6 1.2


17 Night tour ― ― 1.7


17 Car rental ― 3.6 ―

Other 6.5 1.3 1.3

Nothing 5.1 48.6 62.0

Don't know or don't remember ― ― 2.2



25

Germany










"no answer."





the destination).




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

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.

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

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

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

Inte

rnet

(sm

artp

hone, e

tc.)

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


Germany'11 95 85.3 42.8 33.8 21.9 16.0 14.2 10.5 7.2 2.0 1.7 1.4 1.1 0.9 0.9 0.5 ― ― ― 1.2 ―

0

20

40

60

80

100

Germany'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Germany '11

When first thought of traveling 95 30.0 24.8 20.2 8.4 8.4 2.2 1.6 ― 4.6 4.6 6.0

When started considering 95 13.4 16.6 33.8 18.7 9.2 1.5 5.2 1.7 ― 3.0 3.8

When booked 95 4.0 15.4 25.7 25.7 16.0 4.5 4.1 3.6 1.1 2.3 2.8


10

20

30

40



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Germany '11 95 66.8 20.4 13.4 0.5 0.9 1.3

0

25

50

75

Germany '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Germany '11 95 58.3 26.3 18.7 1.1 0.9 19.4 ―

0

25

50

75

Germany '11


（％）

Germany



departure.


largest percentage and was followed by "Travel agency pamphlets" (42.8%) and "Guidebooks ( 'Chikyuu no arukikata,' etc.)" (33.8%).


"Visiting" (18.7%).


telephone" (13.4%).

▽ A look at the destinations simultaneously considered by those who considered Germany shows that "France" (53.2%) comprised the largest

percentage, followed by "Italy" (39.0%) and "other nations in west Europe" (38.9%). In terms of actual destinations visited, "Germany" (37.9%)

comprised the largest percentage, followed by "France" (20.9%) and "other nations in west Europe" (18.9%).

▽ Among the responses given as the reasons for considering, "I was interested in a particular sightseeing spot" (29.6%) comprised the largest

percentage, followed by "Suited my date of departure, date of return, day of the week, travel period, etc." (27.4%) and "City seems good"

(27.1%). Among the responses given as the reason for deciding, "It was a location I had wanted to go to from before" (11.8%) 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" (54.7%) comprised

the largest percentage and followed by "Price is cheap for the content" (54.1%).

26




■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Germany '11Reason for deciding Germany '11


destinations

/Total '11

Germany '11

All

destinations

/Total '11

Germany '11

(n=4265) (n=95) (n=4265) (n=95)

Suited my date of departure, date of return, day of the week, travel period, etc. 33.5 ▲ 27.4 11.5 ▲ 5.6


Suited my budget 29.1 × 14.4 7.6 　 3.4


It suited the needs of accompanying travelers, such as my children 4.9 　 3.1 1.2 　 ―



I was interested in a particular sightseeing spot 17.0 ◎ 29.6 4.7 　 4.1

It was a location I had wanted to go to from before 21.2 ○ 26.5 8.5 　 11.8

I was interested in a particular event, activity 5.8 ◎ 20.7 3.0 　 7.2




I felt like going after seeing it on TV, in a magazine, on the web, etc. 10.1 　 12.1 1.3 　 ―




I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.6 　 2.8 0.3 　 ―

City seems good 15.2 ◎ 27.1 2.8 　 6.4

Seems safe 19.6 　 23.9 2.5 　 1.8


Climate seems good 18.5 　 15.3 2.6 　 3.7

Food seems good 18.3 　 14.3 3.4 　 0.5

Timing of the trip seems good (best season at that destination, etc.) 7.6 ○ 14.2 1.8 ○ 7.9

Hygienic 4.9 ○ 12.1 0.1 　 ―

Prices seems cheap 20.0 × 6.7 3.3 　 ―



Other 9.6 　 13.0 6.7 　 9.0

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 Germany '11

Reason for deciding Germany '11

（％）

Sample

100.0 53.2 39.0 38.9 30.9 28.4 19.8 11.9 10.5 9.0 9.0 6.4 6.0 5.8 5.3 4.2 3.8 3.8 3.7 3.7 3.7 3.5

( 252 ) ( 134 ) ( 98 ) ( 98 ) ( 78 ) ( 72 ) ( 50 ) ( 30 ) ( 27 ) ( 23 ) ( 23 ) ( 16 ) ( 15 ) ( 15 ) ( 13 ) ( 10 ) ( 10 ) ( 10 ) ( 9 ) ( 9 ) ( 9 ) ( 9 )

37.9 20.9 13.9 18.9 9.3 9.2 6.7 3.3 1.6 0.6 1.3 0.7 1.5 1.3 1.5 1.2 0.5 0.8 0.8 1.3 * 0.6

( 95 ) ( 52 ) ( 35 ) ( 47 ) ( 23 ) ( 23 ) ( 17 ) ( 8 ) ( 4 ) ( 2 ) ( 3 ) ( 2 ) ( 4 ) ( 3 ) ( 4 ) ( 3 ) ( 1 ) ( 2 ) ( 2 ) ( 3 ) * ( 2 )

252 37.7 38.8 35.7 48.0 29.5 31.9 34.0 26.7 14.8 8.7 13.0 12.5 26.7 20.0 30.8 30.0 10.0 20.0 22.2 33.3 * 22.2

252



considered the Germany


those who considered the

Germany

252

Hawaii

(Oahu)Bali

Other

Middle

East or

Africa

Other

China

(exc.

Hong

Kong and

Macau)

Canada

/ AlaskaEgypt

Hong

Kong

/ Macau

USA

WestOceania Greece

Countries

of

northern

Europe

SingaporeSpain UK

Countries

of

eastern

Europe

TurkeyGermany France Italy

Other

nations in

west

Europe

Okinawa Guam


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Germany

Destinations actually visited by those who considered the Germany

（％）

27

Germany









※ "＊": No items applicable.










All

destinations

/Total '11

Germany '11

(n=2639) (n=51)




There is a lot of free time 25.1 ▲ 15.2




Cheap 25.9 × 12.9




Discounts are available for children 2.6 　 ―






The airline is designated 6.7 ○ 16.3

It is a Japanese airline 7.4 ○ 14.6


I earn miles on an affiliated airline 2.6 ○ 9.9

Airline equipment and facilities are good 2.3 ○ 9.9








Full lineup of in-flight food is offered 2.1 　 ―



Hotel ambiance is good 14.1 ○ 21.3


Hotel grade is high 16.0 　 14.4










Check-in time is early 1.3 　 ―

Hotel is new 2.0 　 ―


Travel agency is very reliable 39.2 ○ 46.0


Travel agency is good at what it does 8.9 ◎ 20.6


Travel agency has ability to make arrangements 8.0 ○ 17.0






All meals provided 14.0 ◎ 24.6

All breakfasts provided 13.0 　 13.6











I earn / can use points other than miles 1.2 　 ―


Other 1.2 　 3.4

Nothing in particular 3.0 　 ―

Budg

et

and

conte

nt


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

0 20 40 60

Items considered important Germany '11（％）

28

Germany








Germany '11


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=82) 98.2

(n=80) 97.0

(n=19) 83.8

(n=81) 74.2

(n=71) 83.2

(n=16) 74.7

(n=82) 89.0

(n=82) 89.6

(n=40) 75.2

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

8.6

9.5

21.7

22.8

20.1

21.3

19.4

12.8

-

9.2

0.7

6.2

3.2

-

16.7

16.1

7.8

10.4

85.9%

88.4

74.3

52.4

60.4

54.6

67.7

70.2

62.5

12.3

4.7

0.7

0.6

1.1

2.4

20.1

19.1

16.2

29

Germany


"Sightseeing / Viewing" (97.0%) comprised the largest percentage and was followed by "Safety / Hygiene"

(89.6%) and "Local Hospitality" (89.0%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Spain '11 (n=97) 12.4

Spain '10 (n=88) 11.1

18.9 15.7 9.4 10.1 14.4

42.4

46.5

11.4

27.6

27.3

4.5

10.2

6.1

15.6%

-

-

-

-

1.6

6.7

5.4

4.5

8.1

13.7


●Legend


Spain '11 (n=84)

Spain '10 (n=82)

60.1

68.5

38.1

39.9

31.5

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=97) 32.2

Spain '10 (n=88) 27.3

Average

(tens of

1000s of

yen)

27.0 16.6 12.7 17.0

40.1

42.5

8.9

20.5

23.9

7.7

10.2-

10.0%

-

2.0

1.6

10.5

1.9

10.9

14.8 21.2


more

Average

(times）

●Legend


Spain '11 (n=97) 15.33.1

18.6

13.5

12.2

12.9

53.1

61.6

4.5%

8.8

11.5


●Legend


Spain '11 (n=97)

51.9

31.168.9

48.1%


(yrs）

●Legend


Spain '11 (n=97) 46.0

21.3

21.6

18.4

9.9

41.4

47.121.4

19.0%

Male Female

●Legend


Spain '11 (n=97)

51.1

61.838.2

48.9%

30

Spain









by "With friends (3 or more)" (15.6%).



▽ Local activities included in package: "To visit famous sites and historic spots" (65.9%) comprised the largest

percentage and was followed by "City sightseeing / Tour to surrounding area" (61.9%).


Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Spain '11

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

'11 97 14.8 21.5 8.2 16.5 12.1 6.3 20.6 ― 14.3 16.6

'10 88 9.6 23.6 12.1 24.5 8.6 7.7 13.2 0.6 13.5 15.1

Average


Spain '11

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

'11 97 2.3 ― 13.0 28.7 14.0 26.6 15.4 ― 5.4 5.1

'10 88 3.2 5.7 10.9 13.8 18.5 33.6 12.6 1.6 5.7 5.2

'11 97 8.1 9.2 19.8 16.2 22.3 17.3 7.1 ― 2.5 3.1

'10 88 10.2 8.9 17.9 16.1 26.4 11.7 7.1 1.6 2.7 3.1

'11 97 22.5 2.6 23.3 15.7 13.0 15.3 7.7 ― 2.6 2.9

'10 88 17.3 8.3 16.3 7.9 22.2 18.5 5.9 3.6 2.9 3.6

'11 28 ― ― ― 10.7 16.5 43.0 29.8 ― 6.6 8.3

'10 * * * * * * * * * * *Accommodations


Total amount

Shopping

Meals

（％）

All

destinations

/Total '11

Spain

'11

(n=5094) (n=97)


2 To view art 14.4 56.3



5 To shop 44.7 40.6

























30 To experience places off the beaten track / adventures 4.5 ―

30 Working holiday 0.3 ―

30 To attend a wedding ceremony 1.2 ―

Other 5.1 2.7

All

destinations

/Total '11

Spain

'11

(n=5094) (n=97)








Honeymoon 3.5 5.8


Other 6.6 4.4

0 10 20 30 40

All destinations/Total '11 Spain '11

（％）

（％）

Spain '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=50) (n=97) (n=97)






6 Trains 15.8 7.3 12.6



9 Theme park 9.4 ― ―


11 Dinner cruise 1.7 3.4 ―

11 Beauty treatments, spa, massage, hot springs 1.7 0.9 ―



15 Aquariums/zoos ― ― ―




15 Skiing and snowboarding ― ― ―

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




15 Gambling ― ― 0.9

15 Night tour ― 3.5 ―


15 Ethnic cultural experiences ― 1.8 ―

15 Car rental ― ― 0.5

Other ― 1.6 3.5

Nothing ― 50.2 48.8

Don't know or don't remember ― 3.2 4.1



31

Spain










"no answer."





the destination).




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

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

TV

pro

gram

s an

d com

merc

ials

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Mobi

le s

ites

Fre

e fly

ers

and

flyers

in

new

spap

ers

Inte

rnet

(sm

artp

hone, e

tc.)

Acqu

ainta

nces

at t

rave

l

agencie

s

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

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Spain'11 84 77.4 40.6 32.9 23.4 20.6 17.0 13.0 12.2 8.5 5.9 5.5 5.3 5.2 3.2 2.9 2.7 2.2 ― 1.9 2.8

0

20

40

60

80

100

Spain'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Spain '11



When booked 84 1.9 12.6 36.6 11.0 20.7 7.8 2.2 2.4 4.7 2.3 2.7


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Spain '11 84 51.9 25.6 23.7 2.6 ― ―

0

25

50

75

Spain '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Spain '11 84 51.6 37.1 21.3 2.0 ― 18.3 ―

0

25

50

75

Spain '11


（％）

32

Spain



departure.


the largest percentage and was followed by "Travel agency pamphlets" (40.6%), and "Guidebooks ( 'Chikyuu no arukikata,' etc.)" (32.9%).


"Visiting" (21.3%).


telephone" (23.7%).

▽ A look at the destinations simultaneously considered by those who considered Spain shows that "Italy" (46.8%) comprised the largest

percentage, followed by "France" (42.7%) and "Germany" (31.8%). In terms of actual destinations visited, "Spain" (34.2%) comprised the

largest percentage, followed by "Italy" (18.8%).

▽ Among the responses given as the reasons for considering, "It was a location I had wanted to go to from before" (40.8%) comprised the largest

percentage, followed by "I was interested in a particular sightseeing spot" (35.2%). Among the responses given as the reason for deciding, "It

was a location I had wanted to go to from before" (19.8%) comprised the largest percentage.


the largest percentage and followed by "Comes with guide" (50.6%) and "Includes spots I want to go to" (45.6%).




■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Spain '11Reason for deciding Spain '11


destinations

/Total '11

Spain '11

All

destinations

/Total '11

Spain '11

(n=4265) (n=84) (n=4265) (n=84)


I just happened to discover a good travel product 11.4 ◎ 22.2 3.8 　 1.0

Suited my budget 29.1 × 14.6 7.6 　 4.1


Suited my flying time or flight from the closest airport, etc. 5.7 　 5.1 0.9 　 ―



It was a location I had wanted to go to from before 21.2 ◎ 40.8 8.5 ◎ 19.8











City seems good 15.2 ◎ 28.7 2.8 ○ 12.3

Food seems good 18.3 ○ 25.9 3.4 　 4.6


Nature seems good 19.5 ▲ 14.4 3.9 　 0.6

Seems safe 19.6 ▲ 11.0 2.5 　 ―

Hotel I want to stay at seems good 4.7 ○ 9.7 1.3 　 4.5



Hospitality seems good 7.7 ▲ 2.4 1.1 　 ―

Hygienic 4.9 　 2.2 0.1 　 ―

Other 9.6 　 11.9 6.7 ▲ 1.3

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 Spain '11

Reason for deciding Spain '11

（％）

Sample

100.0 46.8 42.7 31.8 26.6 25.3 12.8 12.3 11.0 10.9 9.2 7.2 7.1 6.4 4.9 4.9 4.8 4.7 4.6 4.5 4.4 4.2

( 244 ) ( 114 ) ( 104 ) ( 78 ) ( 65 ) ( 62 ) ( 31 ) ( 30 ) ( 27 ) ( 27 ) ( 22 ) ( 17 ) ( 17 ) ( 16 ) ( 12 ) ( 12 ) ( 12 ) ( 11 ) ( 11 ) ( 11 ) ( 11 ) ( 10 )

34.2 18.8 16.4 4.9 8.4 8.7 2.1 3.5 0.4 4.2 2.7 2.7 2.6 1.7 1.6 1.5 1.3 1.9 1.5 ― 0.9 1.7

( 84 ) ( 46 ) ( 40 ) ( 12 ) ( 21 ) ( 21 ) ( 5 ) ( 9 ) ( 1 ) ( 10 ) ( 7 ) ( 6 ) ( 6 ) ( 4 ) ( 4 ) ( 4 ) ( 3 ) ( 5 ) ( 4 ) ( 0 ) ( 2 ) ( 4 )

244 34.4 40.4 38.5 15.4 32.3 33.9 16.1 30.0 3.7 37.0 31.8 35.3 35.3 25.0 33.3 33.3 25.0 45.5 36.4 ― 18.2 40.0


those who considered the Spain244


area considered

244



considered the Spain

Korea MoroccoSpain Italy France Germany

Other

nations in

west

Europe

UK Oceania

Countries

of

eastern

Europe

Greece Egypt TurkeyHawaii

(Oahu)

Countries

of

northern

Europe

USA

WestUSA East

Hawaii

(other

than

Oahu)

Hong

Kong

/ Macau

Other

Middle

East or

Africa

Singapore Tahiti

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Spain

Destinations actually visited by those who considered the Spain

（％）

33

Spain


















All

destinations

/Total '11

Spain '11

(n=2639) (n=50)

Price is cheap for the content 55.9 ◎ 72.3






Discounts are available for early reservations 5.8 ○ 15.1

Cheap 25.9 × 14.5




There is no city sightseeing 2.9 　 ―

It is an assuring airline 27.8 ▲ 18.8











There are direct flights 19.0 × 2.0





Airline nationality same as destination 4.0 　 ―

Airline staff at airport are good at what they do 0.6 　 ―

Offers full lineup of in-flight entertainment 2.2 　 ―







Transportation is provided to and from hotel 10.0 ▲ 4.9



Hotel ambiance is good 14.1 × 2.0

Hotel is well known 4.9 　 ―



Rooms are spacious 4.2 　 ―

Room grade is high 5.6 ▲ ―



Travel agency is familiar 13.9 ◎ 37.2

Travel agency response is thorough 15.7 ◎ 29.3

Travel agency is well known 11.7 ◎ 22.3



Travel agency has ability to make arrangements 8.0 ○ 13.5

Travel agency is in a location easy to visit 5.5 ○ 11.2





Comes with famous dishes 8.4 ○ 14.0

Clientele is well suited to me 2.1 ◎ 13.1

Group travel done in groups of appropriate size 3.5 ○ 11.5

Possible to participate alone 4.5 ○ 9.7









Other 1.2 　 3.5


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt


0 20 40 60 80

Items considered important Spain '11（％）

34

Spain








Spain '11


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=84) 93.5

(n=78) 96.6

(n=22) 92.3

(n=79) 68.0

(n=70) 81.5

(n=10) 84.9

(n=84) 72.8

(n=84) 76.0

(n=44) 72.4

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

22.3

9.9

17.6

8.3

28.6

31.1

22.0

1.9

-

-

4.2

5.7

-

18.6

16.6

10.6

27.7

12.8

15.1

8.6

7.4

17.050.4

44.9

44.2

76.5

63.9

58.1

70.0

86.3

83.0%

10.2

10.5

7.7

3.4

4.6

35

Spain


"Sightseeing / Viewing" (96.6%) comprised the largest percentage and was followed by "Shopping" (81.5%)

and "Safety / Hygiene" (76.0%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Italy '11 (n=200) 10.0

Italy '10 (n=171) 9.4

18.9 15.7 9.4 10.1 14.4

50.4

47.9

11.4

27.5

27.1

4.5

5.2

3.9

15.6%

-

0.5

1.0

0.3

1.5

6.3

5.0

3.1

8.9

11.3


●Legend


Italy '11 (n=182)

Italy '10 (n=151)

74.0

74.0

38.1

26.0

26.0

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=200) 31.0

Italy '10 (n=171) 29.7

Average

(tens of

1000s of

yen)

27.0 16.6 12.7

13.3

17.0

31.6

35.1

8.9

29.6

25.5

7.7

18.6-

-

10.0%

2.2

1.7

5.3

4.512.0 20.6


more

Average

(times）

●Legend


Italy '11 (n=200) 12.14.8 11.8

18.6

22.9

12.2

10.1

53.1

50.4

4.5% 11.5


●Legend


Italy '11 (n=200)

51.9

38.661.4

48.1%


(yrs）

●Legend


Italy '11 (n=200) 47.1

21.3

20.2

18.4

9.6

41.4

50.919.3

19.0%

Male Female

●Legend


Italy '11 (n=200)

51.1

57.842.2

48.9%

36

Italy









by "Honeymoon" (14.6%).






Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Italy '11

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

'11 200 14.4 14.9 8.7 18.3 8.9 8.0 26.9 ― 14.3 18.9

'10 171 11.2 17.7 6.3 18.0 8.7 12.5 24.2 1.4 13.5 19.6

Average


Italy '11

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

'11 200 1.6 3.0 12.4 13.2 15.7 21.2 31.3 1.7 5.4 8.8

'10 171 1.3 0.9 8.4 12.9 16.3 22.1 35.3 2.7 5.7 9.3

'11 200 13.2 3.7 24.3 15.0 17.4 17.9 5.8 2.5 2.5 2.9

'10 171 6.1 7.3 16.3 18.3 18.4 18.7 12.1 2.7 2.7 3.7

'11 200 23.2 6.9 17.5 19.4 9.7 13.0 7.8 2.5 2.6 2.7

'10 171 19.4 5.8 17.2 15.9 12.1 16.5 10.3 2.7 2.9 3.2

'11 35 ― 1.8 4.4 9.9 9.2 28.0 41.8 5.0 6.6 10.3

'10 * * * * * * * * * * *

Total amount

Shopping

Accommodations

Meals


（％）

All

destinations

/Total '11

Italy

'11

(n=5094) (n=200)


2 To view art 14.4 55.3


4 To shop 44.7 46.4





























Other 5.1 3.7

All

destinations

/Total '11

Italy

'11

(n=5094) (n=200)








Honeymoon 3.5 14.6


Other 6.6 6.8

0 10 20 30 40

All destinations/Total '11 Italy '11

（％）

（％）

Italy '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=135) (n=200) (n=200)






6 Island tour 29.9 3.6 1.1



9 Trains 4.1 10.0 7.5

10 Theme park 3.6 0.9 0.6

11 Other event viewing 2.6 0.5 ―



12 Outdoor (fishing, climbing, etc.） 1.2 ― 0.4

15 Ethnic cultural experiences 0.6 ― 0.3

16 Aquariums/zoos ― 0.8 ―







16 Safari jungle tour ― ― ―



16 Night tour ― 0.8 ―


16 Car rental ― 1.8 0.3

Other ― 0.8 2.1

Nothing 1.8 55.4 67.7




37

Italy










"no answer."





the destination).




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.

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

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Acqu

ainta

nces

at t

rave

l

agencie

s

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

Inte

rnet

(sm

artp

hone, e

tc.)

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

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Italy'11 182 77.4 52.4 29.6 26.2 21.0 14.1 11.7 10.2 8.8 4.9 4.2 4.1 3.2 1.4 1.4 1.0 0.7 ― 2.2 0.8

0

20

40

60

80

100

Italy'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Italy '11



When booked 182 3.6 10.0 32.5 24.4 19.1 3.4 3.5 2.0 1.4 2.3 2.8


10

20

30

40



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Italy '11 182 48.9 32.2 17.7 ― 0.9 1.3

0

25

50

75

Italy '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Italy '11 182 52.8 34.6 28.5 2.3 0.5 13.1 2.2

0

25

50

75

Italy '11


（％）

38

Italy



departure.


largest percentage and was followed by "Travel agency pamphlets" (52.4%) and "Guidebooks ( 'Chikyuu no arukikata,' etc.)" (29.6%).


"Visiting" (28.5%).


telephone" (17.7%).

▽ A look at the destinations simultaneously considered by those who considered Italy shows that "France" (44.6%) comprised the largest

percentage, followed by "Spain" (30.7%) and "Germany" (26.3%). In terms of actual destinations visited, "Italy" (48.9%) comprised the largest

percentage, followed by "France" (18.2%).


percentage, followed by "Accompanying travelers wanted to go there" (34.6%). Among the responses given as the reason for deciding, "It was

a location I had wanted to go to from before" (18.4%) comprised the largest percentage.


the largest percentage and followed by "Comes with guide" (58.6%) and "Travel agency is very reliable" (58.3%).




■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Italy '11Reason for deciding Italy '11


destinations

/Total '11

Italy '11

All

destinations

/Total '11

Italy '11

(n=4265) (n=182) (n=4265) (n=182)


I just happened to discover a good travel product 11.4 ○ 16.9 3.8 　 3.7

Suited my budget 29.1 × 14.2 7.6 　 2.8




Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.9 ▲ 1.0 2.5 　 1.8

It was a location I had wanted to go to from before 21.2 ◎ 37.4 8.5 ○ 18.4

Accompanying travelers wanted to go there 20.1 ◎ 34.6 8.2 ○ 15.6



I had been there before and found that it was good 18.5 ▲ 11.1 6.5 　 2.6





I have family members, relatives, acquaintances, friends at the destination 11.0 ▲ 3.0 7.3 　 3.1


City seems good 15.2 ◎ 32.6 2.8 ○ 8.5

Food seems good 18.3 ○ 27.0 3.4 　 2.6



Timing of the trip seems good (best season at that destination, etc.) 7.6 ○ 12.6 1.8 　 1.6

Seems safe 19.6 ▲ 11.1 2.5 　 0.5

Hygienic 4.9 　 5.2 0.1 　 ―



Hotel I want to stay at seems good 4.7 　 2.8 1.3 　 0.5

Other 9.6 　 4.9 6.7 　 3.0

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 Italy '11

Reason for deciding Italy '11

（％）

Sample

100.0 44.6 30.7 26.3 25.8 20.1 12.7 12.0 9.5 9.3 8.0 7.5 5.8 5.2 5.1 4.9 4.8 4.7 4.3 4.0 3.8 3.7

( 373 ) ( 167 ) ( 114 ) ( 98 ) ( 96 ) ( 75 ) ( 47 ) ( 45 ) ( 35 ) ( 35 ) ( 30 ) ( 28 ) ( 22 ) ( 20 ) ( 19 ) ( 18 ) ( 18 ) ( 17 ) ( 16 ) ( 15 ) ( 14 ) ( 14 )

48.9 18.2 7.1 5.2 9.4 5.4 1.0 2.0 3.5 1.7 1.0 2.2 1.5 0.3 1.2 1.4 0.8 1.2 2.0 0.8 1.3 1.5

( 182 ) ( 68 ) ( 27 ) ( 19 ) ( 35 ) ( 20 ) ( 4 ) ( 7 ) ( 13 ) ( 6 ) ( 4 ) ( 8 ) ( 6 ) ( 1 ) ( 5 ) ( 5 ) ( 3 ) ( 5 ) ( 7 ) ( 3 ) ( 5 ) ( 6 )

373 48.8 40.7 23.7 19.4 36.5 26.7 8.5 15.6 37.1 17.1 13.3 28.6 27.3 5.0 26.3 27.8 16.7 29.4 43.8 20.0 35.7 42.9


those who considered the Italy373


area considered

373



considered the Italy

USA East

Hong

Kong

/ Macau

Italy France Spain Germany

Other

nations in

west

Europe

UK Oceania GreeceHawaii

(Oahu)Egypt Turkey

Countries

of

eastern

Europe

USA

WestSingapore

Countries

of

northern

Europe

Hawaii

(other

than

Oahu)

GuamCanada

/ AlaskaKorea Bali

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Italy

Destinations actually visited by those who considered the Italy

（％）

39

Italy


















All

destinations

/Total '11

Italy '11

(n=2639) (n=135)

Price is cheap for the content 55.9 ○ 62.5





Cheap 25.9 × 12.3







It is an assuring airline 27.8 　 31.1





There are cabin crew who speak Japanese 4.6 ○ 9.9


Connecting flights are convenient 3.4 ○ 8.5


















Hotel ambiance is good 14.1 × 4.0










Travel agency is very reliable 39.2 ◎ 58.3











All breakfasts provided 13.0 ○ 20.8












Can change conditions and content 2.3 　 ―

Other 1.2 　 0.4


Budg

et

and

conte

nt


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

0 20 40 60 80

Items considered important Italy '11（％）

40

Italy








Italy '11


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=175) 92.6

(n=175) 94.1

(n=32) 90.2

(n=171) 65.2

(n=146) 78.8

(n=18) 64.8

(n=175) 76.8

(n=175) 67.8

(n=72) 86.7

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

2.6

8.8

9.3

-

35.2

35.6

36.0

7.2

4.4

23.0

12.6

18.6

8.2

27.6

16.7

12.2

10.6

13.6

5.150.6

32.1

41.5

64.8

69.6

56.4

87.6

85.5

83.0%

8.6

9.5

-

1.3

1.6 5.9

9.8

4.5

41

Italy


"Sightseeing / Viewing" (94.1%) comprised the largest percentage and was followed by "Sports / Hands-on

Activities" (90.2%) and "Night life" (86.7%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Turkey '11 (n=66) 10.2

Turkey '10 (n=53) 9.8

18.9 15.7 9.4 10.1 14.4

46.1

38.3

11.4

40.3

35.8

4.5

6.3

9.0

15.6%

-

-

1.3

3.4

2.8

3.4

2.7

0.9

7.4

2.2


●Legend


Turkey '11 (n=62)

Turkey '10 (n=50)

89.0

87.8

38.1

11.0

12.2

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=66) 23.2

Turkey '10 (n=53) 22.9

Average

(tens of

1000s of

yen)

27.0 16.6 12.7

32.8

17.0

25.4

36.8

8.9

12.1

20.5

7.7

2.7-

0.9

10.0%

-

8.1

7.1

22.6 19.8 11.2


more

Average

(times）

●Legend


Turkey '11 (n=66) 13.1

18.6

10.8

12.2

13.3

53.1

67.14.1

4.5%

4.7

11.5


●Legend


Turkey '11 (n=66)

51.9

2.697.4

48.1%


(yrs）

●Legend


Turkey '11 (n=66) 53.1

21.3

15.6

18.4

9.9

41.4

67.66.9

19.0%

Male Female

●Legend


Turkey '11 (n=66)

51.1

55.744.3

48.9%

42

Turkey









by "With friend (alone)" (15.6%).






Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Turkey '11

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

'11 66 19.9 13.0 3.6 10.6 8.8 4.4 38.5 1.3 14.3 21.5

'10 53 23.9 19.4 5.7 9.8 5.3 9.4 26.5 ― 13.5 17.3

Average


Turkey '11

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

'11 66 2.4 8.9 9.7 18.4 9.6 8.2 41.4 1.3 5.4 15.2

'10 53 ― 3.1 16.6 9.6 18.1 21.6 31.0 ― 5.7 11.7

'11 66 13.2 20.0 37.7 15.6 6.0 6.3 ― 1.3 2.5 1.4

'10 53 21.9 16.2 24.2 11.4 13.3 6.4 6.7 ― 2.7 2.2

'11 66 23.3 10.0 20.6 9.7 14.2 16.9 3.9 1.3 2.6 2.4

'10 53 35.3 9.8 18.1 15.1 7.3 6.6 7.7 ― 2.9 2.2

'11 7 ― 12.7 12.7 20.2 20.9 20.9 12.6 ― 6.6 3.8

'10 * * * * * * * * * * *

Total amount

Shopping

Accommodations

Meals


（％）

All

destinations

/Total '11

Turkey

'11

(n=5094) (n=66)





5 To shop 44.7 38.4





10 To view art 14.4 14.6












22 To engage in sports 8.2 ―

22 To view a sport event 1.9 ―

22 To enjoy a concert / musical performance 3.0 ―

22 To do a home-stay / study abroad 0.8 ―


22 To improve my language ability 4.4 ―

22 To visit a place that I live at before 1.7 ―

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


22 To benefit my career opportunities 0.5 ―

22 For my parents 3.0 ―

Other 5.1 6.3

All

destinations

/Total '11

Turkey

'11

(n=5094) (n=66)








Honeymoon 3.5 3.4


Other 6.6 8.8

0 10 20 30 40 50

All destinations/Total '11 Turkey '11

（％）

（％）

Turkey '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=55) (n=66) (n=66)



3 Famous dishes 78.6 10.0 ―




7 Trains 25.9 2.4 ―


9 Ethnic cultural experiences 22.2 4.8 ―


11 Night tour 13.3 5.0 1.2


13 Dinner cruise 3.2 ― ―

14 Car rental 1.6 2.6 1.3

15 Theme park ― ― 1.3





15 Skiing and snowboarding ― ― 1.3

15 Outdoor (fishing, climbing, etc.） ― 1.3 ―

15 Riding (horseback, rafting, etc.) ― ― 4.7




15 Other event viewing ― ― ―



Other 3.2 0.9 5.0

Nothing ― 56.5 61.8




43

Turkey










"no answer."





the destination).




Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

New

spap

er

ads

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

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.

TV

pro

gram

s an

d com

merc

ials

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

Inte

rnet

(sm

artp

hone, e

tc.)

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

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


Turkey'11 62 83.4 44.9 36.3 30.5 22.4 12.9 11.5 9.3 6.3 3.9 2.5 1.4 ― ― ― ― ― ― ― 1.4

0

20

40

60

80

100

Turkey'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Turkey '11

When first thought of traveling 62 21.2 16.3 40.5 13.3 3.5 2.8 ― ― 2.4 4.6 5.3

When started considering 62 5.2 8.0 52.0 25.8 4.9 4.2 ― ― ― 3.0 3.2

When booked 62 2.4 2.4 29.5 44.6 12.9 2.8 4.1 1.3 ― 2.3 2.3


10

20

30

40

50

60



When booked

（％）

Sample

Web/

e-mail *

By


Don't

know/

Don't

remember


Turkey '11 62 57.4 20.0 18.6 ― ― 3.9

0

25

50

75

Turkey '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Turkey '11 62 66.1 39.1 19.7 ― ― 9.5 3.9

0

25

50

75

Turkey '11


（％）

44

Turkey



departure.


largest percentage and was followed by "Travel agency pamphlets" (44.9%) and "Newspaper ads" (36.3%).


"Visiting" (19.7%).


"Visiting" (18.6%).

▽ A look at the destinations simultaneously considered by those who considered Turkey shows that "Egypt" (30.8%) comprised the largest

percentage, followed by "Greece" (23.9%). In terms of actual destinations visited, "Turkey" (42.8%) comprised the largest percentage, followed

by "Egypt" (11.2%).


percentage, followed by "I was interested in a particular sightseeing spot" (39.3%). Among the responses given as the reason for deciding, "It

was a location I had wanted to go to from before" (19.1%) comprised the largest percentage.


the largest percentage and followed by "Includes spots I want to go to" (56.3%).




■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Turkey '11Reason for deciding Turkey '11


destinations

/Total '11

Turkey '11

All

destinations

/Total '11

Turkey '11

(n=4265) (n=62) (n=4265) (n=62)

I just happened to discover a good travel product 11.4 ◎ 33.2 3.8 ○ 10.7

Suited my date of departure, date of return, day of the week, travel period, etc. 33.5 　 30.5 11.5 ▲ 6.4

Suited my budget 29.1 　 25.2 7.6 　 4.1




Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.9 ▲ 0.8 2.5 　 4.1

It was a location I had wanted to go to from before 21.2 ◎ 59.9 8.5 ◎ 19.1


I felt like going after seeing it on TV, in a magazine, on the web, etc. 10.1 ◎ 22.3 1.3 　 1.4

Accompanying travelers wanted to go there 20.1 ▲ 14.2 8.2 ▲ 1.0





I have family members, relatives, acquaintances, friends at the destination 11.0 ▲ 1.4 7.3 ▲ 1.4

I had been there before and found that it was good 18.5 × 1.4 6.5 ▲ ―

Was recommended by a travel agent 1.8 　 ― 0.6 　 ―

Nature seems good 19.5 ◎ 37.6 3.9 ○ 8.9

Prices seems cheap 20.0 ◎ 30.5 3.3 　 ―

Climate seems good 18.5 ◎ 30.3 2.6 　 1.4

Seems safe 19.6 ○ 28.2 2.5 　 2.8

Food seems good 18.3 　 23.0 3.4 　 ―

City seems good 15.2 　 17.8 2.8 　 3.9




Hygienic 4.9 　 2.8 0.1 　 ―

Other 9.6 ▲ 4.2 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 20 40 60

Reasons for considering Turkey '11

Reason for deciding Turkey '11

（％）

Sample

100.0 30.8 23.9 21.9 21.7 20.7 20.7 17.5 15.4 15.1 12.3 9.2 8.7 8.0 6.1 5.8 5.7 5.6 5.4 5.3 5.3 5.1

( 145 ) ( 45 ) ( 35 ) ( 32 ) ( 31 ) ( 30 ) ( 30 ) ( 25 ) ( 22 ) ( 22 ) ( 18 ) ( 13 ) ( 13 ) ( 12 ) ( 9 ) ( 8 ) ( 8 ) ( 8 ) ( 8 ) ( 8 ) ( 8 ) ( 7 )

42.8 11.2 4.5 4.9 8.3 5.1 6.8 6.8 3.3 7.8 4.1 3.2 2.3 1.1 0.6 1.5 * 1.6 1.2 0.7 ― 2.3

( 62 ) ( 16 ) ( 7 ) ( 7 ) ( 12 ) ( 7 ) ( 10 ) ( 10 ) ( 5 ) ( 11 ) ( 6 ) ( 5 ) ( 3 ) ( 2 ) ( 1 ) ( 2 ) * ( 2 ) ( 2 ) ( 1 ) ( 0 ) ( 3 )

145 42.8 35.6 20.0 21.9 38.7 23.3 33.3 40.0 22.7 50.0 33.3 38.5 23.1 16.7 11.1 25.0 * 25.0 25.0 12.5 ― 42.9

145



considered the Turkey



Turkey

145

Tohoku

Hong

Kong

/ Macau

USA

West

Countries

of

northern

Europe

MoroccoCanada

/ Alaska

Other

China

(exc.

Hong

Kong and

Macau)

SingaporeSpain

Other

Middle

East or

Africa

UK Oceania

Countries

of

eastern

Europe

Germany Italy FranceTurkey Egypt Greece

Other

nations in

west

Europe

Hawaii

(other

than

Oahu)

Shanghai


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Turkey

Destinations actually visited by those who considered the Turkey

（％）

45

Turkey



















All

destinations

/Total '11

Turkey '11

(n=2639) (n=55)




Can pay by credit card 16.2 ◎ 31.7



Cheap 25.9 × 12.0

There is a lot of free time 25.1 × 6.3



Discounts are available for students 0.9 　 ―


There are direct flights 19.0 ◎ 29.7




Airline nationality same as destination 4.0 ○ 12.3

Connecting flights are convenient 3.4 ○ 10.4


Is business class or higher 2.1 ○ 7.1









It is a Japanese airline 7.4 ▲ ―

Cabin crew provides good service 2.1 　 ―


Hotel is designated 16.0 ○ 22.8



Hotel facilities and services are complete 11.1 ○ 16.9

Room grade is high 5.6 ○ 12.0






Transportation is provided to and from hotel 10.0 ▲ ―







Travel agency is well known 11.7 ◎ 23.7

There are local staff who speak Japanese 9.6 ○ 16.1













There is a briefing beforehand 0.8 ○ 6.0




Can increase or decrease the number of nights 2.9 　 ―


There are shopping related perks 2.4 　 ―

Can make reservations right away 6.3 ▲ ―

Clientele is well suited to me 2.1 　 ―

Other 1.2 　 ―


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt


0 20 40 60 80 100

Items considered important Turkey '11（％）

46

Turkey








Turkey '11


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) 88.9

(n=59) 94.4

(n=13) 100.0

(n=59) 62.8

(n=55) 78.5

(n=13) 63.3

(n=60) 80.3

(n=60) 88.9

(n=19) 74.0

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

43.0

32.4

42.6

33.1

39.0

39.9

23.9

-

8.0

7.7

-

7.0

26.0

29.2

13.8

36.7

4.1

-50.0

49.0

41.3

30.2

35.9

30.4

57.0

88.5

81.7%

5.9

7.2

15.4

-

-

4.4

11.1

-

5.6

47

Turkey














3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


USA East '11 (n=128) 10.8

USA East '10 (n=114) 9.9

18.9 15.7 9.4

9.7

10.1

17.3

12.6

14.4

17.5

20.6

11.4

20.6

26.1

4.5

12.8

11.4

15.6%

1.6

1.7

4.1

0.5

17.7

17.5

8.4


●Legend


USA East '11 (n=113)


24.3

38.1

38.1

75.7

61.9

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=128) 25.6

USA East '10 (n=114) 23.1

Average

(tens of

1000s of

yen)

27.0 16.6 12.7

12.6

19.3

17.0

36.0

32.3

8.9

19.5

10.0

7.7

16.23.1

0.8

10.0%

6.7

3.9

12.3

12.0 15.2


more

Average

(times）

●Legend


USA East '11 (n=128) 13.65.6 13.2

18.6

12.2

12.2

15.5

53.1

53.5

4.5% 11.5


●Legend



51.9

61.638.4

48.1%


(yrs）

●Legend


USA East '11 (n=128) 40.4

21.3

19.1

18.4

16.3

41.4

30.933.8

19.0%

Male Female

●Legend



51.1

55.244.8

48.9%

48

USA East








▽ Accompanying travelers: "Travel alone" (31.1%) comprised the largest percentage and was followed by

"Married couple travel" (13.7%).

▽ In terms of purposes of travel, "To shop" (64.4%) comprised the largest percentage and was followed by "To

visit famous sites and historic spots" (49.1%).




Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


USA East '11

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

'11 128 7.8 11.6 3.1 17.9 19.2 10.9 28.3 1.2 14.3 22.9

'10 114 10.4 10.2 9.8 23.0 14.3 10.7 21.6 ― 13.5 16.5

Average


USA East '11

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

'11 128 1.9 3.7 7.0 15.5 18.3 30.4 22.0 1.2 5.4 7.0

'10 114 1.3 2.8 14.8 11.5 23.1 26.8 19.9 ― 5.7 5.5

'11 128 3.5 5.0 13.7 22.5 27.1 18.8 8.2 1.2 2.5 3.8

'10 114 4.0 7.1 19.3 15.8 24.9 21.3 7.6 ― 2.7 3.4

'11 128 10.8 2.2 15.4 16.9 20.8 15.7 16.2 2.0 2.6 4.2

'10 114 11.6 2.6 12.6 13.8 19.5 28.0 12.0 ― 2.9 4.3

'11 67 ― 5.5 9.0 9.9 12.0 29.3 32.0 2.3 6.6 7.9

'10 * * * * * * * * * * *Accommodations


Total amount

Shopping

Meals

（％）

All

destinations

/Total '11

USA East

'11

(n=5094) (n=128)

1 To shop 44.7 64.4




5 To view art 14.4 35.3




























Other 5.1 3.9

All

destinations

/Total '11

USA East

'11

(n=5094) (n=128)








Honeymoon 3.5 1.4


Other 6.6 9.4

0 10 20 30 40

All destinations/Total '11 USA East '11

（％）

（％）

USA East '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=27) (n=128) (n=128)




4 Island tour 11.3 2.4 0.8





9 Theme park 6.9 1.5 2.2


11 Night tour 3.0 2.4 0.7

12 Diving and snorkeling 1.9 ― ―

12 Riding (horseback, rafting, etc.) 1.9 1.2 1.6


12 Gambling 1.9 ― 0.4

16 Dinner cruise ― ― 0.7

16 Golfing ― 0.4 3.0

16 Other marine sports ― 0.6 ―






16 Other event viewing ― 1.4 0.8



16 Trains ― 1.6 4.8

16 Car rental ― 7.1 1.7

Other ― 1.4 ―

Nothing ― 45.5 47.3




49

USA East










"no answer."





the destination).




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

Inte

rnet

(sm

artp

hone, e

tc.)

Mobi

le s

ites

TV

pro

gram

s an

d com

merc

ials

Acqu

ainta

nces

at t

rave

l

agencie

s

New

spap

er

ads

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

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

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


USA East'11 113 90.8 25.4 23.8 16.0 11.9 11.3 10.8 6.4 4.2 3.1 2.8 2.6 2.0 1.9 1.5 0.9 0.8 0.5 ― 2.3

0

20

40

60

80

100

USA East'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

USA East '11

When first thought of traveling 113 13.1 20.8 29.5 12.6 17.4 3.8 ― 0.5 2.4 4.6 4.6


When booked 113 2.8 0.5 30.8 21.1 21.8 13.2 7.5 1.9 0.5 2.3 2.1


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *

By


Don't

know/

Don't

remember


USA East '11 113 65.8 21.5 11.9 0.8 2.4 3.5

0

25

50

75

USA East '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


USA East '11 113 67.0 28.3 14.0 2.6 1.7 12.7 1.4

0

25

50

75

USA East '11


（％）

50

USA East



departure.


highest percentage by far, and was followed by "Guidebooks ( 'Chikyuu no arukikata,' etc.)" (25.4%) and "Travel agency pamphlets" (23.8%).


"Visiting" (14.0%).


"Visiting" (11.9%).

▽ A look at the destinations simultaneously considered by those who considered USA east shows that "USA West" (36.7%) comprised the largest

percentage, followed by "Canada / Alaska" (15.2%). In terms of actual destinations visited, "USA East" (58.1%) comprised the largest

percentage, followed by "USA West" (19.2%).

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

(32.9%) comprised the largest percentage, followed by "City seems good" (23.2%). Among the responses given as the reason for deciding, "I

have family members, relatives, acquaintances, friends at the destination" (23.5%) comprised the largest percentage.

▽ A look at key factors and points considered important when deciding on a tour shows that "Hotel location is good" (47.0%) comprised the

largest percentage and followed by "Price is cheap for the content" (37.7%).




■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering USA East '11Reason for deciding USA East '11


destinations

/Total '11

USA East '11

All

destinations

/Total '11

USA East '11

(n=4265) (n=113) (n=4265) (n=113)

Suited my date of departure, date of return, day of the week, travel period, etc. 33.5 × 17.5 11.5 ▲ 4.9

Suited my budget 29.1 × 15.2 7.6 　 7.7

Because I wanted to earn miles 2.8 ○ 7.8 0.4 　 0.5

Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.9 　 6.6 2.5 　 ―


I just happened to discover a good travel product 11.4 ▲ 6.2 3.8 　 0.5


I have family members, relatives, acquaintances, friends at the destination 11.0 ◎ 32.9 7.3 ◎ 23.5

It was a location I had wanted to go to from before 21.2 　 21.7 8.5 　 11.5

I was interested in a particular sightseeing spot 17.0 　 17.4 4.7 　 2.6


Accompanying travelers wanted to go there 20.1 ▲ 13.2 8.2 　 3.8







City seems good 15.2 ○ 23.2 2.8 　 4.6

Seems safe 19.6 　 16.0 2.5 　 3.5


Food seems good 18.3 × 7.9 3.4 　 1.2

Nature seems good 19.5 × 7.6 3.9 　 2.0


Climate seems good 18.5 × 6.5 2.6 　 0.8


Hygienic 4.9 　 1.7 0.1 　 ―

Hotel I want to stay at seems good 4.7 　 ― 1.3 　 0.8

Other 9.6 　 10.0 6.7 　 8.2

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 USA East '11

Reason for deciding USA East '11

（％）

Sample

100.0 36.7 15.2 13.6 12.9 11.8 10.1 8.4 7.3 6.4 6.1 5.7 5.6 4.3 4.3 4.0 4.0 3.9 3.7 3.4 3.4 3.3

( 194 ) ( 71 ) ( 30 ) ( 26 ) ( 25 ) ( 23 ) ( 20 ) ( 16 ) ( 14 ) ( 12 ) ( 12 ) ( 11 ) ( 11 ) ( 8 ) ( 8 ) ( 8 ) ( 8 ) ( 8 ) ( 7 ) ( 7 ) ( 7 ) ( 6 )

58.1 19.2 6.6 2.6 4.0 2.3 4.1 4.1 ― 0.4 0.7 2.1 1.0 0.3 1.5 1.9 1.8 0.6 2.3 ― * 0.8

( 113 ) ( 37 ) ( 13 ) ( 5 ) ( 8 ) ( 4 ) ( 8 ) ( 8 ) ( 0 ) ( 1 ) ( 1 ) ( 4 ) ( 2 ) ( 1 ) ( 3 ) ( 4 ) ( 3 ) ( 1 ) ( 4 ) ( 0 ) * ( 2 )

194 58.2 52.1 43.3 19.2 32.0 17.4 40.0 50.0 ― 8.3 8.3 36.4 18.2 12.5 37.5 50.0 37.5 12.5 57.1 ― * 33.3


those who considered the USA

East

194


area considered

194



considered the USA East

Kyushu SingaporeUSA EastUSA

West

Canada

/ AlaskaOceania France

USA

SouthUK

Hawaii

(Oahu)Italy

Other

nations in

west

Europe

Spain Guam

Hawaii

(other

than

Oahu)

Germany Mexico

Hong

Kong

/ Macau

Taiwan Korea Shanghai Greece

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

（％）

51

USA East



















All

destinations

/Total '11

USA East '11

(n=2639) (n=27)

Price is cheap for the content 55.9 × 37.7

There is a lot of free time 25.1 ○ 35.0

Cheap 25.9 　 24.6


Can visit many tourist spots 14.5 　 11.7


Includes spots I want to go to 26.1 × 8.0



There is city sightseeing 11.1 ▲ 3.1









There are cabin crew who speak Japanese 4.6 ○ 11.7











The airline is designated 6.7 ▲ ―


Hotel location is good 35.3 ◎ 47.0

Hotel security is good 8.2 ○ 17.7


Rooms are spacious 4.2 ○ 13.0



Hotel is designated 16.0 ▲ 6.3

Hotel grade is high 16.0 × 5.0








Travel agency is very reliable 39.2 ▲ 31.0







Comes with guide 19.0 × 6.7

Travel agency is familiar 13.9 ▲ 5.0



There are shopping related perks 2.4 ○ 10.8






Comes with famous dishes 8.4 ▲ 3.1

All meals provided 14.0 × 3.0


All breakfasts provided 13.0 × ―

Possible to participate alone 4.5 　 ―

Group travel done in groups of appropriate size 3.5 　 ―



Other 1.2 　 3.1


Budg

et

and

conte

nt


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

0 10 20 30 40 50

Items considered important USA East '11（％）

52

USA East








USA East '11


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=121) 94.7

(n=114) 96.4

(n=44) 88.1

(n=118) 83.5

(n=107) 86.5

(n=27) 88.2

(n=121) 87.8

(n=121) 86.2

(n=78) 91.9

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

10.8

9.6

26.3

16.5

13.1

34.4

38.5

24.7

0.7

0.5

4.3

9.9

5.0

6.8

7.3

2.2

7.6

6.6

8.5

5.4

6.4

67.2

47.7

53.4

75.1

69.9

57.2

78.4

85.6

83.4% 11.4

3.2

5.9

8.6

3.1

4.5

53

USA East



"Sports / Hands-on Activities" (88.1%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


USA West '11 (n=189) 9.2

USA West '10 (n=192) 9.8

18.9 15.7 9.4

11.3

10.1

21.4

19.7

14.4

20.7

22.2

11.4

17.9

22.7

4.5

10.9

11.3

15.6%

1.3

2.7

2.9

0.3

16.8

9.8

8.1


●Legend


USA West '11 (n=165)


36.6

28.6

38.1

63.4

71.4

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=189) 24.9

USA West '10 (n=192) 22.4

Average

(tens of

1000s of

yen)

27.0 16.6

21.0

12.7

16.6

15.8

17.0

23.4

27.2

8.9

15.3

12.5

7.7

12.91.8

1.7

10.0%

8.9

9.3 19.9 13.8


more

Average

(times）

●Legend


USA West '11 (n=189) 16.55.5 8.9

18.6

15.8

12.2

7.6

53.1

62.3

4.5% 11.5


●Legend



51.9

68.131.9

48.1%


(yrs）

●Legend


USA West '11 (n=189) 44.2

21.3

21.3

18.4

24.9

41.4

35.418.3

19.0%

Male Female

●Legend



51.1

40.459.6

48.9%

54

USA West










▽ In terms of purposes of travel, "To shop" (42.3%) comprised the largest percentage and was followed by "To

visit famous sites and historic spots" (38.7%).




Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


USA West '11

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

'11 189 8.5 17.2 5.3 17.8 10.0 9.7 29.7 1.7 14.3 23.1

'10 192 9.1 13.5 7.6 16.5 14.4 12.7 26.2 ― 13.5 23.0

Average


USA West '11

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

'11 189 4.1 3.9 13.5 12.7 16.2 23.9 23.9 1.7 5.4 7.2

'10 192 2.3 1.5 12.0 15.9 17.9 27.6 22.4 0.3 5.7 8.3

'11 189 5.6 3.9 21.0 19.6 15.2 19.6 13.3 1.7 2.5 4.0

'10 192 3.4 4.6 12.0 21.5 22.8 14.8 20.1 0.7 2.7 4.7

'11 189 17.1 2.3 13.3 17.5 16.3 15.2 16.7 1.7 2.6 4.9

'10 192 13.4 1.1 12.2 17.0 16.2 22.1 17.7 0.3 2.9 5.8

'11 69 0.9 0.9 5.3 14.3 18.4 26.6 30.1 3.6 6.6 7.1

'10 * * * * * * * * * * *

Total amount

Shopping

Accommodations

Meals


（％）

All

destinations

/Total '11

USA West

'11

(n=5094) (n=189)

1 To shop 44.7 42.3












13 To view art 14.4 11.7




















Other 5.1 12.7

All

destinations

/Total '11

USA West

'11

(n=5094) (n=189)








Honeymoon 3.5 2.5


Other 6.6 6.3

0 10 20 30

All destinations/Total '11 USA West '11

（％）

（％）

USA West '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=60) (n=189) (n=189)




4 Theme park 14.7 3.4 4.7





9 Gambling 5.2 0.9 4.1



12 Island tour 3.7 0.3 1.9


14 Trains 2.9 0.9 3.4

15 Ethnic cultural experiences 2.6 ― ―

16 Golfing 1.3 0.3 0.9

16 Other marine sports 1.3 ― 0.3

16 Skiing and snowboarding 1.3 0.7 0.4

16 Night tour 1.3 0.4 3.4



22 Diving and snorkeling ― ― 0.4

22 Outdoor (fishing, climbing, etc.） ― 1.5 0.9





22 Car rental ― 17.9 4.3

Other ― 1.7 1.6

Nothing 4.2 53.5 47.3




55

USA West










"no answer."





the destination).




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

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

Acqu

ainta

nces

at t

rave

l

agencie

s

Mobi

le s

ites

New

spap

er

ads

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Inte

rnet

(sm

artp

hone, e

tc.)

Seik

yo p

amph

lets

and

counte

rs

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

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

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


USA West'11 165 83.7 25.8 19.5 16.2 15.6 9.3 8.6 2.6 2.3 2.2 2.1 1.9 1.5 1.2 0.6 0.5 ― ― 0.5 6.2

0

20

40

60

80

100

USA West'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

USA West '11



When booked 165 3.5 4.5 27.5 18.8 28.1 6.1 2.7 4.8 4.0 2.3 2.3


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


USA West '11 165 63.7 22.6 14.9 0.5 1.4 4.3

0

25

50

75

USA West '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


USA West '11 165 56.0 27.0 19.0 1.7 ― 16.2 4.0

0

25

50

75

USA West '11


（％）

56

USA West



departure.


highest percentage by far and was followed by "Travel agency pamphlets" (25.8%) and "Guidebooks ( 'Chikyuu no arukikata,' etc.)" (19.5%).


"Visiting" (19.0%).


telephone" (14.9%).

▽ A look at the destinations simultaneously considered by those who considered USA West shows that "USA East" (27.6%) comprised the largest

percentage, followed by "Hawaii (Oahu)" (18.7%). In terms of actual destinations visited, "USA West" (63.9%) comprised the largest

percentage, followed by "Hawaii (Oahu)" (8.8%).

▽ Among the responses given as the reasons for considering, "Suited my date of departure, date of return, day of the week, travel period, etc."

(28.6%) comprised the largest percentage, followed by "I have family members, relatives, acquaintances, friends at the destination" (21.0%).

Among the responses given as the reason for deciding, "I have family members, relatives, acquaintances, friends at the destination" (15.7%)

comprised the largest percentage.


the largest percentage and followed by "Hotel location is good" (48.5%).




■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering USA West '11Reason for deciding USA West '11


destinations

/Total '11

USA West '11

All

destinations

/Total '11

USA West '11

(n=4265) (n=165) (n=4265) (n=165)

Suited my date of departure, date of return, day of the week, travel period, etc. 33.5 　 28.6 11.5 　 10.0

Suited my budget 29.1 ▲ 20.6 7.6 　 4.4






I have family members, relatives, acquaintances, friends at the destination 11.0 ○ 21.0 7.3 ○ 15.7



It was a location I had wanted to go to from before 21.2 ▲ 15.0 8.5 　 6.3









Seems safe 19.6 　 14.7 2.5 　 0.3


City seems good 15.2 　 12.4 2.8 　 3.6



Food seems good 18.3 × 7.5 3.4 　 1.5



Hygienic 4.9 　 4.2 0.1 　 ―

Other 9.6 ○ 18.2 6.7 ○ 14.1

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

Reasons for considering USA West '11

Reason for deciding USA West '11

（％）

Sample

100.0 27.6 18.7 15.3 11.4 10.5 10.3 9.5 8.4 7.6 6.1 5.7 5.5 5.3 4.8 4.8 4.6 4.0 3.8 3.5 3.4 3.3

( 258 ) ( 71 ) ( 48 ) ( 39 ) ( 30 ) ( 27 ) ( 26 ) ( 25 ) ( 22 ) ( 20 ) ( 16 ) ( 15 ) ( 14 ) ( 14 ) ( 12 ) ( 12 ) ( 12 ) ( 10 ) ( 10 ) ( 9 ) ( 9 ) ( 8 )

63.9 7.9 8.8 1.9 3.9 2.6 2.2 2.2 1.0 2.2 1.0 0.9 1.9 ― 1.2 1.2 1.7 0.8 0.4 ― 0.7 1.3

( 165 ) ( 21 ) ( 23 ) ( 5 ) ( 10 ) ( 7 ) ( 6 ) ( 6 ) ( 3 ) ( 6 ) ( 3 ) ( 2 ) ( 5 ) ( 0 ) ( 3 ) ( 3 ) ( 4 ) ( 2 ) ( 1 ) ( 0 ) ( 2 ) ( 3 )

258 64.0 29.6 47.9 12.8 33.3 25.9 23.1 24.0 13.6 30.0 18.8 13.3 35.7 ― 25.0 25.0 33.3 20.0 10.0 ― 22.2 37.5

258



considered the USA West


those who considered the USA

West

258

UK Germany Korea TahitiMexico Saipan Singapore BaliItaly Guam Spain

Hong

Kong

/ Macau

Canada

/ AlaskaFrance

USA

South

Hawaii

(other

than

Oahu)

USA

WestUSA East

Hawaii

(Oahu)Oceania

Other

nations in

west

Europe

Egypt


area considered

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


















All

destinations

/Total '11

USA West '11

(n=2639) (n=60)



Includes spots I want to go to 26.1 　 25.2

Cheap 25.9 　 22.4


Can visit many tourist spots 14.5 ○ 20.1









I earn miles on the airline I use 8.6 ◎ 23.8






Is business class or higher 2.1 ○ 8.1

There are direct flights 19.0 × 7.8








Airport ground crew provides good service 1.2 　 ―





Hotel is well known 4.9 ◎ 15.2
















Comes with guide 19.0 ▲ 11.7











All breakfasts provided 13.0 ▲ 4.0






There are leisure related perks 2.2 　 ―




Other 1.2 　 ―


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt


0 20 40 60

Items considered important USA West '11（％）

58

USA West








USA West '11


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=176) 94.3

(n=170) 95.5

(n=72) 99.3

(n=169) 76.5

(n=156) 87.6

(n=48) 91.5

(n=176) 87.2

(n=176) 83.9

(n=110) 90.7

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

14.6

14.2

24.7

18.3

16.3

30.0

27.7

21.1

2.5

2.5

11.1

5.9

4.3

9.8

11.5

5.4

12.4

6.5

4.1

3.0

4.6

3.969.6

56.1

57.2

75.2

69.3

51.7

85.1

80.9

81.3% 13.0

- 0.7

2.1

3.2

59

USA West

●Degree of satisfaction▽ The overall degree of satisfaction was 94.3%. A look at each degree of satisfaction attribute shows that "Sports

/ Hands-on Activities" (99.3%) comprised the largest percentage and was followed by "Sightseeing / Viewing"

(95.5%) and "Relaxation / Beauty Treatments and Massages" (91.5%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Canada / Alaska '11 (n=78) 12.7


18.9 15.7 9.4

17.4

10.1

9.2

12.8

14.4

24.9

26.2

11.4

24.1

22.2

4.5

9.9

8.2

15.6%

3.8

-

0.7

2.9

9.6

10.2

17.9


●Legend


Canada / Alaska '11 (n=72)


54.9

52.6

38.1

45.1

47.4

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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)

27.0 16.6

11.8

12.7

16.9

14.1

17.0

22.6

20.0

8.9

26.9

29.2

7.7

21.4-

-

10.0%

3.5

6.5 9.3 17.8


more

Average

(times）

●Legend


Canada / Alaska '11 (n=78) 11.72.6 15.0

18.6

15.5

12.2

20.6

53.1

46.4

4.5% 11.5


●Legend



51.9

36.863.2

48.1%


(yrs）

●Legend



21.3

15.3

18.4

10.5

41.4

50.723.5

19.0%

Male Female

●Legend



51.1

67.232.8

48.9%

60

Canada / Alaska










▽ In terms of purposes of travel, "To enjoy nature" (57.2%) comprised the largest percentage and was followed

by "To visit famous sites and historic spots" (53.5%).




Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Canada / Alaska '11

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

'11 78 9.7 17.4 16.0 21.5 12.8 9.9 10.2 2.4 14.3 14.1

'10 66 8.9 16.5 5.5 25.6 11.3 10.1 22.2 ― 13.5 16.6

Average


Canada / Alaska '11

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

'11 78 3.3 3.9 16.8 17.4 21.0 21.9 13.2 2.4 5.4 4.6

'10 66 ― 3.9 10.9 17.9 15.8 26.6 22.9 2.2 5.7 6.7

'11 78 7.1 7.3 29.5 16.4 20.5 10.8 7.1 1.3 2.5 3.3

'10 66 7.7 4.2 15.6 25.0 19.2 14.2 11.9 2.2 2.7 3.7

'11 78 21.2 7.3 9.2 19.3 16.6 17.5 7.6 1.3 2.6 3.0

'10 66 14.6 2.2 15.3 9.6 22.2 23.3 10.7 2.2 2.9 3.8

'11 20 ― ― 29.6 5.0 33.1 14.6 12.8 5.0 6.6 4.9

'10 * * * * * * * * * * *Accommodations


Total amount

Shopping

Meals

（％）

All

destinations

/Total '11

Canada /

Alaska

'11

(n=5094) (n=78)





5 To shop 44.7 22.9














19 To view art 14.4 4.5














Other 5.1 10.4

All

destinations

/Total '11

Canada /

Alaska

'11

(n=5094) (n=78)








Honeymoon 3.5 6.5


Other 6.6 7.1

0 10 20 30

All destinations/Total '11 Canada / Alaska '11

（％）

（％）

Canada / Alaska '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=39) (n=78) (n=78)








8 Outdoor (fishing, climbing, etc.） 8.4 ― 2.0

9 Night tour 6.1 1.1 ―




12 Dinner cruise 4.0 ― ―


15 Theme park 1.3 0.7 0.7

15 Gambling 1.3 ― ―






17 Safari jungle tour ― ― 1.3

17 Sports viewing ― 1.1 ―




17 Trains ― 3.4 1.3

17 Car rental ― 9.7 1.1

Other 4.0 4.3 6.3

Nothing 5.1 57.0 59.2




61

Canada / Alaska










"no answer."





the destination).




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.

Inte

rnet

(sm

artp

hone, e

tc.)

Acqu

ainta

nces

at t

rave

l

agencie

s

New

spap

er

ads

Mobi

le s

ites

TV

pro

gram

s an

d com

merc

ials

Seik

yo p

amph

lets

and

counte

rs

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

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


Canada / Alaska'11 72 70.2 32.7 18.7 18.5 15.5 11.5 5.7 3.6 2.9 2.4 2.2 2.2 2.1 0.7 ― ― ― ― 2.2 7.8

0

20

40

60

80

100

Canada / Alaska'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Canada /

Alaska '11

When first thought of traveling 72 16.0 39.7 19.5 5.3 14.9 ― 1.2 ― 3.3 4.6 5.4

When started considering 72 5.2 18.3 41.6 11.1 15.3 4.9 2.4 ― 1.2 3.0 3.4

When booked 72 3.8 9.2 25.6 24.1 18.6 9.4 6.9 1.2 1.2 2.3 2.5


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Canada / Alaska '11 72 53.2 24.2 15.5 2.4 2.5 5.4

0

25

50

75

Canada / Alaska '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Canada / Alaska '11 72 53.6 31.4 23.6 3.6 1.1 15.6 ―

0

25

50

75

Canada / Alaska '11


（％）

62

Canada / Alaska



departure.


the largest percentage and was followed by "Travel agency pamphlets" (32.7%) and "Guidebooks ( 'Chikyuu no arukikata,' etc.)" (18.7%).


"Visiting" (23.6%).


telephone" (15.5%).

▽ A look at the destinations simultaneously considered by those who considered Canada / Alaska shows that "Oceania" (28.5%) comprised the

largest percentage, followed by "USA East" (21.2%) and "USA West" (21.1%). In terms of actual destinations visited, "Canada / Alaska"

(51.3%) comprised the largest percentage, followed by "USA West" (10.2%).

▽ Among the responses given as the reasons for considering, "Nature seems good" (54.4%) comprised the highest percentage by far, followed by

"It was a location I had wanted to go to from before" (30.5%). Among the responses given as the reason for deciding, "I have family members,

relatives, acquaintances, friends at the destination" (16.4%) 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" (53.2%) comprised

the largest percentage and followed by "Travel agency is very reliable" (45.2%).




■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Canada / Alaska '11Reason for deciding Canada / Alaska '11


destinations

/Total '11

Canada /

Alaska '11

All

destinations

/Total '11

Canada /

Alaska '11

(n=4265) (n=72) (n=4265) (n=72)

Suited my date of departure, date of return, day of the week, travel period, etc. 33.5 × 19.2 11.5 　 9.1

Suited my budget 29.1 × 11.0 7.6 ▲ 1.4

I just happened to discover a good travel product 11.4 　 9.6 3.8 　 ―





It was a location I had wanted to go to from before 21.2 ○ 30.5 8.5 　 12.5

I was interested in a particular sightseeing spot 17.0 ○ 23.4 4.7 　 3.1

I have family members, relatives, acquaintances, friends at the destination 11.0 ○ 20.7 7.3 ○ 16.4










Seems safe 19.6 ○ 24.6 2.5 ○ 9.9

City seems good 15.2 　 19.2 2.8 　 2.6


Hospitality seems good 7.7 ○ 13.2 1.1 　 5.3

Food seems good 18.3 ▲ 10.7 3.4 　 ―



Hygienic 4.9 　 4.7 0.1 　 ―


Other 9.6 ○ 15.9 6.7 　 5.5

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 20 40 60

Reasons for considering Canada / Alaska '11

Reason for deciding Canada / Alaska '11

（％）

Sample

100.0 28.5 21.2 21.1 15.4 12.5 12.3 12.2 10.7 9.9 9.0 8.3 7.9 7.6 6.6 6.4 6.1 6.1 5.9 5.9 5.8 5.8

( 140 ) ( 40 ) ( 30 ) ( 30 ) ( 22 ) ( 17 ) ( 17 ) ( 17 ) ( 15 ) ( 14 ) ( 13 ) ( 12 ) ( 11 ) ( 11 ) ( 9 ) ( 9 ) ( 9 ) ( 8 ) ( 8 ) ( 8 ) ( 8 ) ( 8 )

51.3 3.7 8.2 10.2 5.2 2.5 3.6 4.1 1.1 1.8 1.7 1.2 2.7 3.8 1.2 1.2 * 3.3 ― 1.1 1.4 0.6

( 72 ) ( 5 ) ( 11 ) ( 14 ) ( 7 ) ( 3 ) ( 5 ) ( 6 ) ( 1 ) ( 2 ) ( 2 ) ( 2 ) ( 4 ) ( 5 ) ( 2 ) ( 2 ) * ( 5 ) ( 0 ) ( 2 ) ( 2 ) ( 1 )

140 51.4 12.5 36.7 46.7 31.8 17.6 29.4 35.3 6.7 14.3 15.4 16.7 36.4 45.5 22.2 22.2 * 62.5 ― 25.0 25.0 12.5

Destinations actually visited by those

who considered the Canada / Alaska140


area considered

140


considered by those who considered

the Canada / Alaska

Hawaii

(other

than

Oahu)

Hong

Kong

/ Macau

Canada

/ AlaskaOceania USA East

USA

WestFrance Italy

Other

nations in

west

Europe

UK GermanyHawaii

(Oahu)

Countries

of

northern

Europe

TurkeyUSA

SouthShanghai Korea Spain Hokkaido Guam Greece

Countries

of

eastern

Europe

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 140 respondents who considered Canada / Alaska

・those who actually visited Canada / those who considered Canada = 72 / 132

・those who actually visited Alaska / those who considered Alaska = 6 / 15






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














All

destinations

/Total '11

Canada /

Alaska '11

(n=2639) (n=39)


There is a lot of free time 25.1 ◎ 36.7


Time stayed at destination is long 14.0 ○ 23.0


Cheap 25.9 ▲ 20.8







There are direct flights 19.0 ○ 27.2


It is a well-known airline 11.2 ○ 19.0













Airline equipment and facilities are good 2.3 　 ―


Departs from nearest airport 7.3 ▲ ―


Hotel location is good 35.3 　 31.5









Hotel security is good 8.2 ▲ 1.3





Rooms suit my needs 7.2 ▲ ―


Comes with guide 19.0 ○ 28.7











Can increase or decrease the number of nights 2.9 ○ 8.6


There is a briefing beforehand 0.8 ○ 8.4


There are shopping related perks 2.4 ○ 8.0









Other 1.2 　 4.0

Nothing in particular 3.0 　 ―

Budg

et

and

conte

nt


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

0 20 40 60

Items considered important Canada / Alaska '11（％）

64

Canada / Alaska








Canada / Alaska '11


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=71) 93.9

(n=67) 90.8

(n=36) 90.8

(n=71) 74.5

(n=65) 80.0

(n=16) 89.9

(n=71) 91.8

(n=71) 94.9

(n=29) 92.8

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

13.7

24.5

25.3

26.5

13.0

23.1

10.4

28.1

-

4.8

12.9

9.3

-

3.4

-

12.7

10.7

10.1

4.9

7.264.7

84.6

68.7

76.9

53.5

49.2

66.3

77.1

82.4% 11.6

2.2

2.4

2.9

4.4

9.2

3.6

65

Canada / Alaska

●Degree of satisfaction▽ The overall degree of satisfaction was 93.9%. A look at each degree of satisfaction attribute shows that "Safety

/ Hygiene" (94.9%) garnered the largest percentage and was followed by "Local Hospitality" (91.8%),

"Sightseeing / Viewing" (90.8%), and "Sports / Hands-on Activities" (90.8%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


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

Hawaii (Oahu) '10 (n=490) 7.1

18.9 15.7 9.4

27.1

10.1

23.4

23.9

14.4

14.0

15.7

11.4

8.6

8.5

4.515.6%

1.3

1.1

3.4

3.2

17.8

18.8

30.1 1.4

1.8


●Legend


Hawaii (Oahu) '11 (n=384)


64.9

68.5

38.1

35.1

31.5

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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) '11 (n=453) 19.9

Hawaii (Oahu) '10 (n=490) 18.2

Average

(tens of

1000s of

yen)

27.0 16.6

22.2

12.7

18.6

23.2

17.0

29.9

24.6

8.9

9.8

7.2

7.7

4.91.6

1.2

10.0%

16.2

13.1 20.8 6.6


more

Average

(times）

●Legend


Hawaii (Oahu) '11 (n=453) 13.76.0 9.3

18.6

18.4

12.2

13.4

53.1

52.9

4.5% 11.5


●Legend



51.9

72.028.0

48.1%


(yrs）

●Legend


Hawaii (Oahu) '11 (n=453) 44.3

21.3

26.4

18.4

22.1

41.4

36.714.8

19.0%

Male Female

●Legend



51.1

49.750.3

48.9%

66

Hawaii (Oahu)








▽ Accompanying travelers: "Family travel (with children)" (28.7%) comprised the largest percentage and was

followed by "Family travel (with children)" (21.8%).

▽ In terms of purposes of travel, "To relax and rest" (69.1%) comprised the largest percentage and was followed

by "To shop" (64.1%).


largest percentage and was followed by "To visit famous sites and historic spots" (9.8%).


Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Hawaii (Oahu) '11

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)

'11 453 4.8 10.6 4.9 20.4 12.4 13.5 33.2 0.2 14.3 25.6

'10 490 8.2 8.7 5.9 18.2 14.4 12.5 31.9 0.2 13.5 23.6

Average


Hawaii (Oahu) '11

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)

'11 453 0.8 1.0 5.9 9.2 13.8 26.6 42.4 0.2 5.4 11.6

'10 490 2.3 1.9 5.5 7.7 13.3 25.1 43.9 0.3 5.7 11.3

'11 453 0.9 2.0 14.9 16.1 30.4 24.8 10.7 0.3 2.5 4.4

'10 490 2.9 2.9 7.7 20.7 24.5 27.9 13.1 0.3 2.7 4.5

'11 453 17.3 5.3 15.8 15.9 16.3 20.7 8.3 0.5 2.6 3.5

'10 490 15.0 3.5 14.6 13.6 17.0 23.4 12.6 0.3 2.9 4.1

'11 100 0.8 1.2 5.4 3.1 21.7 25.4 40.9 1.5 6.6 11.6

'10 * * * * * * * * * * *

Total amount

Shopping

Accommodations

Meals


（％）

All

destinations

/Total '11

Hawaii

(Oahu)

'11

(n=5094) (n=453)


2 To shop 44.7 64.1























25 To view art 14.4 1.8








Other 5.1 5.5

All

destinations

/Total '11

Hawaii (Oahu)

'11

(n=5094) (n=453)








Honeymoon 3.5 7.5


Other 6.6 7.6

0 10 20 30

All destinations/Total '11 Hawaii (Oahu) '11

（％）

（％）

Hawaii (Oahu) '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=250) (n=453) (n=453)








7 Night tour 2.8 1.7 2.2


10 Theme park 0.9 0.7 1.8


11 Other sports 0.8 2.0 0.7


13 Diving and snorkeling 0.7 5.4 6.2


13 Ethnic cultural experiences 0.7 0.5 1.5

17 Other marine sports 0.6 2.2 4.8

17 Instruction 0.6 ― 1.2


20 Golfing 0.2 5.5 1.8

21 Beauty treatments, spa, massage, hot springs ― 2.3 8.6


21 Outdoor (fishing, climbing, etc.） ― 0.4 1.4

21 Safari jungle tour ― 0.2 0.1



21 Trains ― ― ―

21 Car rental ― 17.5 7.1

Other 1.6 4.3 2.2

Nothing 3.3 40.1 45.3




67

Hawaii (Oahu)










"no answer."





the destination).




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.)

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

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

Acqu

ainta

nces

at t

rave

l

agencie

s

Mobi

le s

ites

TV

pro

gram

s an

d com

merc

ials

Inte

rnet

(sm

artp

hone, e

tc.)

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

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Hawaii (Oahu)'11 384 80.2 46.4 21.8 21.1 15.6 13.3 11.6 4.6 3.5 2.8 2.4 1.8 1.8 1.5 1.0 0.5 0.4 0.1 1.4 3.4

0

20

40

60

80

100

Hawaii (Oahu)'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Hawaii (Oahu)

'11



When booked 384 7.0 12.0 26.7 19.9 19.3 7.0 4.3 1.9 2.0 2.3 3.1


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Hawaii (Oahu) '11 384 52.4 29.8 16.2 1.1 1.0 3.6

0

25

50

75

Hawaii (Oahu) '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Hawaii (Oahu) '11 384 55.8 33.8 26.7 1.7 0.6 14.3 1.5

0

25

50

75

Hawaii (Oahu) '11


（％）

68

Hawaii (Oahu)



departure.


the largest percentage and was followed by "Travel agency pamphlets" (46.4%) and "Travel agency counters" (21.8%).


"Visiting" (26.7%).


telephone" (16.2%).

▽ A look at the destinations simultaneously considered by those who considered Hawaii (Oahu) shows that "Hawaii (other than Oahu)" (31.1%)

comprised the largest percentage, followed by "Guam" (26.7%). In terms of actual destinations visited, "Hawaii (Oahu)" (63.5%) comprised the

largest percentage, followed by "Guam" (10.6%) and "Hawaii (other than Oahu)" (8.9%).

▽ Among the responses given as the reasons for considering, "Climate seems good" (43.2%) comprised the largest percentage, followed by

"Nature seems good" (33.9%) and "I had been there before and found that it was good" (33.8%). Among the responses given as the reason

for deciding, "I had been there before and found that it was good" (16.2%) comprised the largest percentage.






■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Hawaii (Oahu) '11Reason for deciding Hawaii (Oahu) '11


destinations

/Total '11

Hawaii (Oahu)

'11

All

destinations

/Total '11

Hawaii (Oahu)

'11

(n=4265) (n=384) (n=4265) (n=384)


Suited my budget 29.1 ▲ 19.3 7.6 　 4.0






I had been there before and found that it was good 18.5 ◎ 33.8 6.5 ○ 16.2



I was interested in a particular sightseeing spot 17.0 ▲ 8.6 4.7 　 2.2






I felt like going after seeing the website of the travel bureau 2.0 　 2.5 0.1 　 0.2


Climate seems good 18.5 ◎ 43.2 2.6 ○ 8.2

Nature seems good 19.5 ◎ 33.9 3.9 　 3.7

Seems safe 19.6 ○ 26.9 2.5 　 3.6

City seems good 15.2 　 19.0 2.8 　 1.6

Food seems good 18.3 　 15.3 3.4 　 0.3


Hygienic 4.9 　 8.3 0.1 　 ―




Other 9.6 　 10.7 6.7 　 9.2

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 50

Reasons for considering Hawaii (Oahu) '11

Reason for deciding Hawaii (Oahu) '11

（％）

Sample

100.0 31.1 26.7 14.5 11.0 8.5 8.0 6.9 6.7 5.8 5.3 5.3 5.1 4.5 4.5 3.4 3.4 3.0 2.9 2.8 2.7 2.7

( 605 ) ( 188 ) ( 162 ) ( 88 ) ( 67 ) ( 51 ) ( 48 ) ( 41 ) ( 41 ) ( 35 ) ( 32 ) ( 32 ) ( 31 ) ( 27 ) ( 27 ) ( 21 ) ( 21 ) ( 18 ) ( 17 ) ( 17 ) ( 16 ) ( 16 )

63.5 8.9 10.6 2.4 1.3 * 2.5 2.3 1.7 1.4 0.7 2.3 1.7 ― 2.1 0.2 * ― 0.3 1.0 0.6 ―

( 384 ) ( 54 ) ( 64 ) ( 15 ) ( 8 ) * ( 15 ) ( 14 ) ( 10 ) ( 8 ) ( 4 ) ( 14 ) ( 10 ) ( 0 ) ( 13 ) ( 1 ) * ( 0 ) ( 2 ) ( 6 ) ( 4 ) ( 0 )

605 63.5 28.7 39.5 17.0 11.9 * 31.3 34.1 24.4 22.9 12.5 43.8 32.3 ― 48.1 4.8 * ― 11.8 35.3 25.0 ―


those who considered the Hawaii

(Oahu)

605


area considered

605



considered the Hawaii (Oahu)

USA East PalauHawaii

(Oahu)

Hawaii

(other

than

Oahu)

Guam Saipan Oceania OkinawaUSA

WestKorea Bali Italy France Singapore Taiwan Tahiti

Hong

Kong

/ Macau

Maldives Hokkaido Phuket SpainUSA

South

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)

（％）

69

Hawaii (Oahu)



















All

destinations

/Total '11

Hawaii (Oahu)

'11

(n=2639) (n=250)


There is a lot of free time 25.1 ◎ 38.5

Cheap 25.9 　 24.7





Discounts are available for children 2.6 ○ 7.9


Can visit many tourist spots 14.5 ▲ 5.5























Hotel ambiance is good 14.1 ◎ 24.4




Rooms suit my needs 7.2 ○ 14.1





Check-in time is early 1.3 ○ 7.4







There is a backup desk at destinations 6.5 ○ 14.8























Other 1.2 　 0.7


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt


0 20 40 60

Items considered important Hawaii (Oahu) '11（％）

70

Hawaii (Oahu)








Hawaii (Oahu) '11


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=433) 96.5

(n=404) 95.7

(n=246) 91.8

(n=424) 81.6

(n=408) 87.8

(n=159) 89.5

(n=433) 88.8

(n=433) 95.9

(n=260) 94.9

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

10.9

14.1

19.0

13.2

11.3

21.9

20.5

17.1

-

1.3

1.1

6.1

3.5

1.9

6.4

1.8

0.7

7.1

12.3

8.7

8.6

4.8

77.8

75.4

66.8

78.2

74.6

62.6

77.7

84.8

88.5% 8.0

4.4

2.3

3.1

3.5

71

Hawaii (Oahu)


/ Hygiene" (95.9%) comprised the largest percentage and was followed by "Sightseeing / Viewing" (95.7%) and

"Night life" (94.9%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Hawaii (other than Oahu) '11 (n=88) 7.5


18.9 15.7 9.4

23.4

10.1

24.4

17.8

14.4

17.1

22.2

11.4

14.5

15.5

4.5

4.3

15.6%

2.1

0.8

3.8

2.0

14.8

14.9

18.9

3.5


●Legend


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


58.6

58.6

38.1

41.4

41.4

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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)

27.0 16.6

15.4

12.7

14.4

15.3

17.0

33.6

37.5

8.9

21.2

8.4

7.7

15.30.5

-

10.0%

7.7

4.5 17.6 8.7


●Legend



51.9

54.845.2

48.1%


(yrs）

●Legend



21.3

27.9

18.4

18.7

41.4

35.917.4

19.0%

Male Female

●Legend



51.1

50.849.2

48.9%

72

Hawaii (other than Oahu)









by "Family travel (with children)" (17.6%).


by "To enjoy nature" (61.2%).


largest percentage and was followed by "Island tour" (25.0%).


Profile






Travel Outline

■Travel expenses










transportation."


more

Average

(times）

●Legend


Hawaii (other than Oahu) '11 (n=88) 13.94.8

18.6

14.8

12.2

12.4

53.1

52.3

4.5% 11.5

15.7



（％）

Average


Hawaii (other than Oahu) '11

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)

'11 88 1.8 9.8 5.0 21.3 11.3 14.3 36.5 ― 14.3 28.0

'10 115 10.1 8.4 5.9 20.5 12.0 14.4 27.9 0.8 13.5 23.9

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)

'11 88 1.9 1.2 9.1 17.8 8.8 26.0 34.4 1.0 5.4 10.9

'10 115 3.3 4.1 6.2 10.9 14.5 28.8 31.5 0.8 5.7 10.6

'11 88 1.2 1.8 13.6 18.3 26.6 24.9 12.6 1.0 2.5 4.3

'10 115 8.6 0.8 9.2 19.4 20.2 23.9 17.3 0.8 2.7 4.9

'11 88 11.2 ― 15.0 12.5 16.3 28.5 15.5 1.0 2.6 4.7

'10 115 15.2 ― 12.7 11.1 18.3 22.1 19.8 0.8 2.9 4.8

'11 27 ― ― ― 2.3 14.6 35.3 47.8 ― 6.6 12.9

'10 * * * * * * * * * * *Accommodations


Total amount

Shopping

Meals

（％）

All

destinations

/Total '11

Hawaii

(other than

Oahu)

'11

(n=5094) (n=88)



3 To shop 44.7 48.5
























27 To view art 14.4 ―




27 To see an event held during a particular time (carnival in Rio, etc.） 2.2 ―


Other 5.1 8.4

All

destinations

/Total '11

Hawaii (other

than Oahu)

'11

(n=5094) (n=88)








Honeymoon 3.5 9.5


Other 6.6 8.7

0 10 20 30 40


Hawaii (other than Oahu) '11 （％）

（％）


included in

the package

※

applied for in

japan

applied for

on the spot

(n=44) (n=88) (n=88)


2 Island tour 25.0 11.2 6.6




6 Viewing of theater, musicals, concert, shows, etc. 7.2 ― 2.5


8 Instruction 4.7 ― ―

9 Theme park 4.4 0.6 ―


11 Night tour 3.5 7.7 3.5


12 Gambling 2.3 ― ―



15 Golfing 1.2 4.9 10.8


15 Safari jungle tour 1.2 ― ―

15 Sports viewing 1.2 0.6 ―


21 Aquariums/zoos ― 1.2 6.0


21 Other marine sports ― 3.4 3.8


21 Other sports ― 0.6 2.0


21 Trains ― 1.8 1.0

21 Car rental ― 29.0 3.8

Other ― 4.8 0.7

Nothing 2.0 28.3 39.8




73











"no answer."





the destination).




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

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

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Mobi

le s

ites

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

TV

pro

gram

s an

d com

merc

ials

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

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)'11 75 77.2 48.9 23.8 18.5 17.4 15.0 12.4 5.3 4.5 3.7 2.5 1.9 1.1 1.1 ― ― ― ― 2.9 4.1

0

20

40

60

80

100

Hawaii (other than Oahu)'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Hawaii (other

than Oahu)

'11

When first thought of traveling 75 25.4 28.4 24.0 8.0 7.9 2.2 ― 0.7 3.5 4.6 5.7

When started considering 75 9.9 20.5 32.2 23.7 7.2 5.7 ― 0.7 ― 3.0 3.6

When booked 75 5.3 13.3 28.8 25.5 14.4 8.3 3.7 0.7 ― 2.3 2.9


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Haven't

really

inquired

Don't

know/

Don't

remember


Hawaii (other than Oahu) '11 75 58.5 28.8 24.3 ― 2.9 9.1 1.8

0

25

50

75



（％）

74




departure.



▽ In terms of means of inquiry, "Web / e-mail" (58.5%) comprised the largest percentage and was followed by "Visiting" (28.8%) and "By

telephone" (24.3%).


telephone" (10.4%).

▽ A look at the destinations simultaneously considered by those who considered Hawaii (other than Oahu) shows that "Hawaii (Oahu)" (70.0%)

comprised the largest percentage, followed by "Guam" (29.1%). In terms of actual destinations visited, "Hawaii (Oahu)" (48.3%) comprised the

largest percentage, followed by "Hawaii (other than Oahu)" (27.9%).

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

"Climate seems good" (36.6%). Among the responses given as the reason for deciding, "I had been there before and found that it was good"

(16.3%) 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" (64.4%) comprised the





■Means of inquiry


■Means of booking


Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Hawaii (other than Oahu) '11 75 60.2 28.1 10.4 ― 5.0 2.9

0

25

50

75



（％）




(mobile phone)."



Reasons for considering Hawaii (other than Oahu) '11Reason for deciding Hawaii (other than Oahu) '11


destinations

/Total '11

Hawaii (other

than Oahu)

'11

All

destinations

/Total '11

Hawaii (other

than Oahu)

'11(n=4265) (n=75) (n=4265) (n=75)


Suited my budget 29.1 ▲ 21.8 7.6 　 4.9












I have family members, relatives, acquaintances, friends at the destination 11.0 　 6.9 7.3 ▲ 2.0







Seems safe 19.6 　 22.8 2.5 　 3.9

Food seems good 18.3 　 15.4 3.4 　 ―


City seems good 15.2 　 12.3 2.8 　 ―


Timing of the trip seems good (best season at that destination, etc.) 7.6 　 7.1 1.8 　 ―


Hygienic 4.9 　 5.3 0.1 　 ―

Other 9.6 ○ 15.0 6.7 　 10.8

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 Hawaii (other than Oahu) '11

Reason for deciding Hawaii (other than Oahu) '11

（％）

Sample

100.0 70.0 29.1 19.8 17.3 10.9 9.1 8.1 7.2 7.0 6.8 6.6 6.3 6.1 6.0 5.3 5.1 4.6 4.4 4.1 4.0 3.8

( 269 ) ( 188 ) ( 78 ) ( 53 ) ( 47 ) ( 29 ) ( 25 ) ( 22 ) ( 19 ) ( 19 ) ( 18 ) ( 18 ) ( 17 ) ( 17 ) ( 16 ) ( 14 ) ( 14 ) ( 12 ) ( 12 ) ( 11 ) ( 11 ) ( 10 )

27.9 48.3 11.6 2.5 3.3 * 1.2 0.6 0.9 ― 0.9 0.6 2.0 2.1 2.5 0.6 0.2 0.2 0.7 0.9 * 0.4

( 75 ) ( 130 ) ( 31 ) ( 7 ) ( 9 ) * ( 3 ) ( 2 ) ( 2 ) ( 0 ) ( 2 ) ( 2 ) ( 5 ) ( 6 ) ( 7 ) ( 2 ) ( 1 ) ( 1 ) ( 2 ) ( 3 ) * ( 1 )

269 27.9 69.1 39.7 13.2 19.1 * 12.0 9.1 10.5 ― 11.1 11.1 29.4 35.3 43.8 14.3 7.1 8.3 16.7 27.3 * 10.0

269



the Hawaii (other than Oahu)


who considered the Hawaii (other

than Oahu)

269

New

Caledonia

Malaysian

beachesSpain USA EastKorea Singapore Taiwan

Hong

Kong

/ Macau

France Tahiti Italy MaldivesOceania OkinawaUSA

WestBali

Hawaii

(other

than

Oahu)

Hawaii

(Oahu)Guam Saipan Hokkaido UK


area considered

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)

（％）

75




















All

destinations

/Total '11

Hawaii (other

than Oahu)

'11

(n=2639) (n=44)



Can pay by credit card 16.2 ◎ 29.6

Cheap 25.9 　 21.7

Includes spots I want to go to 26.1 ▲ 20.5









It is a Japanese airline 7.4 ◎ 23.8

I earn miles on the airline I use 8.6 ◎ 23.6






Full lineup of in-flight food is offered 2.1 ○ 10.3


Airport ground crew provides good service 1.2 ○ 8.7











Rooms suit my needs 7.2 ◎ 28.5

Hotel grade is high 16.0 ◎ 27.4

Hotel facilities and services are complete 11.1 ◎ 22.2


Hotel is well known 4.9 ○ 13.3










Travel agency response is thorough 15.7 ◎ 29.2


There is a backup desk at destinations 6.5 ◎ 17.1



















Can make reservations right away 6.3 ▲ 1.2



Other 1.2 　 2.0


Budg

et

and

conte

nt


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

0 20 40 60 80

Items considered important Hawaii (other than Oahu) '11（％）

76











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=69) 94.3

(n=63) 94.6

(n=46) 94.7

(n=66) 83.2

(n=56) 86.3

(n=27) 90.0

(n=69) 93.8

(n=69) 93.4

(n=33) 88.8

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

6.6

12.5

26.6

21.5

3.2

18.8

18.2

16.5

-

-

10.1

10.3

3.0

3.9

6.3

6.6

3.4

7.0

72.3

75.2

74.9

86.8

64.8

56.6

82.2

88.0

90.7% 3.6

3.0

-

3.2

5.3

4.9

2.7

5.4

5.7

77



/ Hands-on Activities" (94.7%) comprised the largest percentage and was followed by "Sightseeing / Viewing"












3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Guam '11 (n=318) 4.5

Guam '10 (n=300) 4.6

18.9 15.7 9.4 10.1 14.4 11.4 4.515.6%

13.3

13.9

47.3

41.3

26.6

30.8 6.8

6.3

4.8

4.2

1.4

1.8

0.6

0.3

0.4

0.3


●Legend


Guam '11 (n=251)

Guam '10 (n=249)

80.0

77.6

38.1

20.0

22.4

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=318) 10.1

Guam '10 (n=300) 9.7

Average

(tens of

1000s of

yen)

27.0 16.6

24.6

12.7

9.8

7.9

17.0

4.9

8.9 7.7

20.2

17.0

10.0%

38.8

46.2 18.2

5.80.7

2.6

2.0

1.3


more

Average

(times）

●Legend


Guam '11 (n=318) 10.28.1 13.9

18.6

24.1

12.2

11.9

53.1

41.9

4.5% 11.5


●Legend


Guam '11 (n=318)

51.9

54.645.4

48.1%


(yrs）

●Legend


Guam '11 (n=318) 38.9

21.3

32.5

18.4

24.6

41.4

18.924.1

19.0%

Male Female

●Legend


Guam '11 (n=318)

51.1

52.747.3

48.9%

78

Guam









followed by "Married couple travel" (13.8%).


by "To shop" (49.9%).


largest percentage and was followed by "Shopping tour" (5.7%).


Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Guam '11

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

'11 318 14.3 17.5 8.0 20.7 12.8 8.7 17.9 0.2 14.3 16.0

'10 300 14.0 19.0 10.3 22.2 9.4 7.6 16.9 0.6 13.5 15.9

Average


Guam '11

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

'11 318 1.7 5.2 15.6 12.1 14.5 22.2 28.6 0.2 5.4 7.0

'10 300 2.6 4.5 14.0 11.5 18.2 25.0 23.4 0.8 5.7 8.1

'11 318 3.0 7.1 23.1 23.3 20.5 18.0 4.8 0.2 2.5 3.0

'10 300 2.8 5.7 23.4 23.6 27.1 12.3 4.4 0.8 2.7 2.9

'11 318 18.5 6.8 22.7 17.1 11.6 16.5 6.4 0.5 2.6 2.8

'10 300 14.0 5.5 24.8 18.6 15.6 15.9 4.8 0.8 2.9 2.7

'11 42 ― 1.2 12.3 13.1 17.8 28.4 26.0 1.2 6.6 6.5

'10 * * * * * * * * * * *

Total amount

Shopping

Accommodations

Meals


（％）

All

destinations

/Total '11

Guam

'11

(n=5094) (n=318)


2 To shop 44.7 49.9























25 To view art 14.4 1.4








Other 5.1 6.0

All

destinations

/Total '11

Guam

'11

(n=5094) (n=318)








Honeymoon 3.5 3.2


Other 6.6 7.8

0 10 20 30 40

All destinations/Total '11 Guam '11

（％）

（％）

Guam '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=201) (n=318) (n=318)









9 Night tour 1.9 1.7 2.2

10 Theme park 1.4 1.6 1.1




12 Trains 0.8 0.2 0.3





18 Other event viewing 0.3 ― ―

18 Car rental 0.3 5.4 3.8

21 Golfing ― 4.8 0.5







21 Ethnic cultural experiences ― 0.6 0.8

Other 1.7 1.6 1.5

Nothing 3.8 44.8 44.7




79

Guam










"no answer."





the destination).




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

Acqu

ainta

nces

at t

rave

l

agencie

s

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

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

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 s

tations

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Guam'11 251 78.7 49.0 21.3 17.8 12.0 6.4 4.4 3.2 3.1 3.0 2.0 2.0 1.5 1.1 0.7 0.6 0.6 0.4 1.5 1.3

0

20

40

60

80

100

Guam'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Guam '11



When booked 251 4.0 3.8 20.5 23.7 29.8 7.6 5.4 2.0 3.1 2.3 2.2


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Guam '11 251 48.7 33.4 13.9 0.2 0.6 5.6

0

25

50

75

Guam '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Guam '11 251 51.4 34.0 30.4 2.0 0.4 10.1 3.7

0

25

50

75

Guam '11


（％）

80

Guam



departure.


the largest percentage and was followed by "Travel agency pamphlets" (49.0%) and "Travel agency counter" (21.3%).


"Visiting" (30.4%).


telephone" (13.9%).

▽ A look at the destinations simultaneously considered by those who considered Guam shows that "Saipan" (46.2%) comprised the largest

percentage, followed by "Hawaii (Oahu)" (34.4%). In terms of actual destinations visited, "Guam" (53.4%) comprised the largest percentage,

followed by "Hawaii (Oahu)" (11.9%).

▽ Among the responses given as the reasons for considering, "Suited my budget" (57.5%) comprised the largest percentage, followed by "Suited

my date of departure, date of return, day of the week, travel period, etc." (52.5%). Among the responses given as the reason for deciding,

"Suited my date of departure, date of return, day of the week, travel period, etc." (22.1%) comprised the largest percentage.






■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Guam '11Reason for deciding Guam '11


destinations

/Total '11

Guam '11

All

destinations

/Total '11

Guam '11

(n=4265) (n=251) (n=4265) (n=251)

Suited my budget 29.1 ◎ 57.5 7.6 ○ 16.4

Suited my date of departure, date of return, day of the week, travel period, etc. 33.5 ◎ 52.5 11.5 ◎ 22.1

It suited the needs of accompanying travelers, such as my children 4.9 ◎ 16.3 1.2 　 4.5

Suited my flying time or flight from the closest airport, etc. 5.7 ○ 14.4 0.9 　 5.2






It was a location I had wanted to go to from before 21.2 ▲ 12.9 8.5 ▲ 1.8



I was interested in a particular sightseeing spot 17.0 × 5.2 4.7 　 1.3







Seems safe 19.6 ○ 26.3 2.5 　 2.3

Nature seems good 19.5 ○ 25.9 3.9 　 5.2

Prices seems cheap 20.0 　 15.4 3.3 　 2.0

City seems good 15.2 ▲ 9.9 2.8 　 0.3

Food seems good 18.3 ▲ 9.1 3.4 　 0.3

Hygienic 4.9 　 7.9 0.1 　 1.0




Other 9.6 　 9.3 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 20 40 60

Reasons for considering Guam '11

Reason for deciding Guam '11

（％）

Sample

100.0 46.2 34.4 18.1 16.7 12.4 11.7 11.5 10.5 8.9 7.7 5.7 5.2 5.0 4.9 4.8 4.2 3.9 3.8 3.6 3.3 3.3

( 470 ) ( 217 ) ( 162 ) ( 85 ) ( 78 ) ( 58 ) ( 55 ) ( 54 ) ( 49 ) ( 42 ) ( 36 ) ( 27 ) ( 24 ) ( 24 ) ( 23 ) ( 22 ) ( 20 ) ( 18 ) ( 18 ) ( 17 ) ( 16 ) ( 16 )

53.4 9.0 11.9 6.1 1.7 3.2 2.8 * 1.6 0.9 1.5 1.4 0.5 * 0.2 ― 1.1 0.9 0.8 0.4 0.1 0.2

( 251 ) ( 42 ) ( 56 ) ( 29 ) ( 8 ) ( 15 ) ( 13 ) * ( 7 ) ( 4 ) ( 7 ) ( 7 ) ( 2 ) * ( 1 ) ( 0 ) ( 5 ) ( 4 ) ( 4 ) ( 2 ) ( 1 ) ( 1 )

470 53.4 19.4 34.6 34.1 10.3 25.9 23.6 * 14.3 9.5 19.4 25.9 8.3 * 4.3 ― 25.0 22.2 22.2 11.8 6.3 6.3


those who considered the Guam470


area considered

470



considered the Guam

Other

Micronesi

a

MaldivesGuam SaipanHawaii

(Oahu)Korea

Hawaii

(other

than

Oahu)

Taiwan

Hong

Kong

/ Macau

Okinawa Bali Oceania Singapore Shanghai Phuket Hokkaido Palau TahitiUSA

WestFrance Italy

Cebu

Island

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Guam

Destinations actually visited by those who considered the Guam

（％）

81

Guam



















All

destinations

/Total '11

Guam '11

(n=2639) (n=201)

Price is cheap for the content 55.9 ▲ 46.5

Cheap 25.9 ◎ 39.8








Can visit many tourist spots 14.5 × 4.2



The flight suits my schedule 21.4 ○ 28.7




















Hotel ambiance is good 14.1 ○ 20.1



Rooms suit my needs 7.2 ○ 16.8


Transportation is provided to and from hotel 10.0 ○ 15.1











There is a backup desk at destinations 6.5 ○ 13.0











There are leisure related perks 2.2 ○ 7.9












Other 1.2 　 1.1


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt


0 20 40 60

Items considered important Guam '11（％）

82

Guam








Guam '11


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=310) 88.3

(n=264) 80.8

(n=209) 87.2

(n=302) 70.0

(n=289) 76.1

(n=96) 69.6

(n=310) 82.7

(n=310) 91.1

(n=170) 81.9

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

18.1

19.5

24.5

19.0

19.8

31.6

34.5

26.1

3.7

6.8

13.1

7.7

9.4

7.5

4.5

8.7

8.0

12.3

9.0

16.9

16.2

21.0

9.8

4.5

9.555.7

56.6

51.1

49.7

57.2

45.4

67.7

62.7

67.3% 21.0

3.8

83

Guam


/ Hygiene" (91.1%) comprised the largest percentage and was followed by "Sports / Hands-on Activities"












3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Saipan '11 (n=76) 4.7

Saipan '10 (n=69) 4.5

18.9 15.7 9.4 10.1 14.4 11.4 4.515.6%

15.5

7.4

39.1

51.8

32.2

30.2 7.7

6.8

1.7

4.0

1.1

1.3

-

-

1.3

-


●Legend


Saipan '11 (n=64)

Saipan '10 (n=58)

80.0

86.8

38.1

20.0

13.2

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=76) 9.2

Saipan '10 (n=69) 8.3

Average

(tens of

1000s of

yen)

27.0 16.6

25.7

12.7 17.0

5.1

8.9 7.710.0%

11.7

16.7

44.8

49.1

30.3 8.1

6.3 2.1

-

-

-

-


more

Average

(times）

●Legend


Saipan '11 (n=76) 12.01.7

18.6

28.4

12.2

13.7

53.1

41.8

4.5%

14.3

11.5


●Legend


Saipan '11 (n=76)

51.9

47.452.6

48.1%


(yrs）

●Legend


Saipan '11 (n=76) 38.7

21.3

34.3

18.4

21.9

41.4

20.423.3

19.0%

Male Female

●Legend


Saipan '11 (n=76)

51.1

42.457.6

48.9%

84

Saipan









followed by "With friends (3 or more)" (17.7%).


by "To engage in sports" (38.4%).


largest percentage and was followed by "Diving and snorkeling" (6.6%).


Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Saipan '11

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

'11 76 20.4 25.7 5.8 22.7 11.9 3.0 10.5 ― 14.3 11.9

'10 69 24.1 34.0 12.3 16.7 3.4 2.8 6.8 ― 13.5 11.0

Average


Saipan '11

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

'11 76 4.0 11.6 28.9 18.8 10.2 14.1 12.5 ― 5.4 4.7

'10 69 9.0 11.1 24.2 22.8 11.9 11.1 8.7 1.3 5.7 3.4

'11 76 0.7 14.3 19.7 30.8 21.1 12.3 1.1 ― 2.5 2.4

'10 69 ― 6.6 41.7 29.8 12.5 5.9 2.1 1.3 2.7 2.0

'11 76 10.3 2.5 26.5 25.0 14.5 14.8 6.4 ― 2.6 2.8

'10 69 13.2 7.5 22.0 13.3 24.9 15.0 3.0 1.3 2.9 2.7

'11 11 ― 5.7 ― 28.7 17.5 23.8 24.3 ― 6.6 5.7

'10 * * * * * * * * * * *Accommodations


Total amount

Shopping

Meals

（％）

All

destinations

/Total '11

Saipan

'11

(n=5094) (n=76)




4 To shop 44.7 32.8



















23 To view art 14.4 ―






23 To have a look at Japan from overseas 5.7 ―


23 To visit a place that is in my memories 3.3 ―


Other 5.1 5.3

All

destinations

/Total '11

Saipan

'11

(n=5094) (n=76)








Honeymoon 3.5 1.1


Other 6.6 7.1

0 10 20 30

All destinations/Total '11 Saipan '11

（％）

（％）

Saipan '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=52) (n=76) (n=76)





5 Island tour 3.4 15.3 16.0

5 Shopping tour 3.4 ― 3.4



9 Theme park 1.7 ― ―

10 Art museums and historic museums ― ― ―


10 Dinner cruise ― ― 1.1


10 Golfing ― 3.0 1.8






10 Viewing of theater, musicals, concert, shows, etc. ― 0.7 4.0




10 Night tour ― 1.3 3.6



10 Trains ― ― ―

10 Car rental ― 7.9 10.8

Other ― 2.3 1.1

Nothing 7.6 36.1 28.3




85

Saipan










"no answer."





the destination).




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.)

New

spap

er

ads

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Mobi

le s

ites

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

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'11 64 85.5 46.8 26.8 9.5 8.3 6.6 6.5 4.8 3.9 3.7 3.1 2.6 1.3 ― ― ― ― ― ― 2.1

0

20

40

60

80

100

Saipan'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Saipan '11



When booked 64 ― 3.7 25.5 19.6 26.6 10.5 10.2 4.0 ― 2.3 1.8


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Saipan '11 64 52.7 28.4 20.5 ― ― ―

0

25

50

75

Saipan '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Saipan '11 64 52.0 41.8 26.9 ― ― 6.9 2.7

0

25

50

75

Saipan '11


（％）

86

Saipan



departure.


the largest percentage and was followed by "Travel agency pamphlets" (46.8%) and "Travel agency counter" (26.8%).


"Visiting" (26.9%).


telephone" (20.5%).

▽ A look at the destinations simultaneously considered by those who considered Saipan shows that "Guam" (84.2%) comprised the largest

percentage, followed by "Hawaii (Oahu)" (34.1%). In terms of actual destinations visited, "Guam" (35.6%) comprised the largest percentage,

followed by "Saipan" (25.0%).





the largest percentage and followed by "Cheap" (42.9%).




■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Saipan '11Reason for deciding Saipan '11


destinations

/Total '11

Saipan '11

All

destinations

/Total '11

Saipan '11

(n=4265) (n=64) (n=4265) (n=64)

Suited my budget 29.1 ◎ 58.3 7.6 　 9.8

Suited my date of departure, date of return, day of the week, travel period, etc. 33.5 ◎ 44.3 11.5 ◎ 26.5

It suited the needs of accompanying travelers, such as my children 4.9 ○ 13.7 1.2 ○ 7.9

Suited my flying time or flight from the closest airport, etc. 5.7 ○ 13.4 0.9 　 3.4




I had been there before and found that it was good 18.5 ◎ 30.2 6.5 　 9.1


I was interested in a particular event, activity 5.8 ○ 11.4 3.0 　 ―


Accompanying travelers wanted to go there 20.1 × 9.3 8.2 ▲ 1.3

I have family members, relatives, acquaintances, friends at the destination 11.0 　 7.1 7.3 ▲ 1.3

It was a location I had wanted to go to from before 21.2 × 7.1 8.5 ▲ 1.3







Seems safe 19.6 　 19.1 2.5 　 2.2

Prices seems cheap 20.0 　 17.6 3.3 　 ―

Hotel I want to stay at seems good 4.7 ○ 12.3 1.3 　 1.3

City seems good 15.2 ▲ 8.0 2.8 　 2.1

Food seems good 18.3 × 5.1 3.4 　 ―



Hygienic 4.9 　 1.3 0.1 　 ―

Other 9.6 　 5.7 6.7 　 7.3

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 20 40 60

Reasons for considering Saipan '11

Reason for deciding Saipan '11

（％）

Sample

100.0 84.2 34.1 20.7 15.0 12.1 12.0 11.7 11.3 11.1 10.7 8.6 8.5 8.1 7.3 6.5 6.4 6.3 6.2 5.3 4.8 4.6

( 258 ) ( 217 ) ( 88 ) ( 53 ) ( 39 ) ( 31 ) ( 31 ) ( 30 ) ( 29 ) ( 29 ) ( 28 ) ( 22 ) ( 22 ) ( 21 ) ( 19 ) ( 17 ) ( 17 ) ( 16 ) ( 16 ) ( 14 ) ( 12 ) ( 12 )

25.0 35.6 13.7 1.5 3.3 2.2 3.1 0.8 * 1.5 1.6 ― 1.5 0.6 * 0.7 0.4 0.5 0.2 1.4 0.4 1.2

( 64 ) ( 92 ) ( 35 ) ( 4 ) ( 8 ) ( 6 ) ( 8 ) ( 2 ) * ( 4 ) ( 4 ) ( 0 ) ( 4 ) ( 2 ) * ( 2 ) ( 1 ) ( 1 ) ( 1 ) ( 4 ) ( 1 ) ( 3 )

258 24.8 42.4 39.8 7.5 20.5 19.4 25.8 6.7 * 13.8 14.3 ― 18.2 9.5 * 11.8 5.9 6.3 6.3 28.6 8.3 25.0

258



considered the Saipan


those who considered the Saipan258

New

CaledoniaMaldives

Other

MicronesiaUSA WestSingapore Phuket Hokkaido

Cebu

IslandOkinawa Bali Palau TahitiKorea

Hong

Kong

/ Macau

Taiwan OceaniaSaipan GuamHawaii

(Oahu)

Hawaii

(other

than

Oahu)

Malaysian

beachesShanghai


area considered

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



















All

destinations

/Total '11

Saipan '11

(n=2639) (n=52)


Cheap 25.9 ◎ 42.9






Can pay by credit card 16.2 ▲ 9.6



Can visit many tourist spots 14.5 × 2.0





It is an assuring airline 27.8 × 8.3



It is a well-known airline 11.2 ▲ 5.3


It is a Japanese airline 7.4 ▲ 1.6


I earn miles on an affiliated airline 2.6 　 ―







Connecting flights are convenient 3.4 　 ―









Hotel grade is high 16.0 × 5.5


Hotel security is good 8.2 ▲ 2.0






Travel agency is very reliable 39.2 × 20.1

There is a backup desk at destinations 6.5 ◎ 16.9




Travel agency response is thorough 15.7 ▲ 9.5





Comes with guide 19.0 × ―

Can make reservations right away 6.3 ○ 14.6










All meals provided 14.0 × ―




Other 1.2 　 ―

Nothing in particular 3.0 ○ 11.6

Budg

et

and

conte

nt


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

0 20 40 60

Items considered important Saipan '11（％）

88

Saipan








Saipan '11


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=75) 81.6

(n=71) 85.4

(n=58) 96.3

(n=73) 76.3

(n=67) 63.6

(n=34) 93.4

(n=75) 84.9

(n=75) 84.7

(n=37) 83.3

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

22.9

18.0

31.4

20.5

31.9

33.0

34.2

31.4

7.1

7.7

8.9

19.3

5.1

12.0

8.3

7.8

11.3

6.9

0.9

14.8

17.1

3.1

7.0

8.951.9

50.4

51.9

61.6

43.1

45.0

78.4

62.5

63.1% 18.5

2.8

1.5

89

Saipan


/ Hands-on Activities" (96.3%) comprised the largest percentage and was followed by "Relaxation / Beauty

Treatments and Massages" (93.4%) and "Sightseeing / Viewing" (85.4%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Shanghai '11 (n=190) 4.8

Shanghai '10 (n=237) 4.9

18.9 15.7 9.4 10.1 14.4 11.4 4.5

18.4

30.0

15.6%

45.3

32.1

20.1

21.1

4.5

2.25.2

3.7

2.1

2.2

5.3

3.3

2.6

2.0


●Legend


Shanghai '11 (n=145)


65.1

74.5

38.1

34.9

25.5

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=190) 10.2

Shanghai '10 (n=237) 8.0

Average

(tens of

1000s of

yen)

27.0 16.6

13.6

12.7

7.4

7.1

17.0 8.9 7.7

31.5

17.8

10.0%

41.8

45.3 20.2

3.9

4.8

1.3

2.9

0.7

1.6


more

Average

(times）

●Legend


Shanghai '11 (n=190) 11.95.0

18.6

22.9

12.2

10.0

53.1

49.6

4.5%

12.5

11.5


●Legend



51.9

38.761.3

48.1%


(yrs）

●Legend


Shanghai '11 (n=190) 45.9

21.3

15.5

18.4

18.6

41.4

47.718.3

19.0%

Male Female

●Legend



51.1

38.961.1

48.9%

90

Shanghai








▽ Accompanying travelers: "Married couple travel" (18.8%) and "Family travel (with children)" (18.8%) comprised

the largest percentage.


percentage and was followed by "To eat good food" (38.2%).


largest percentage and was followed by "Famous dishes" (38.2%).


Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Shanghai '11

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

'11 190 46.3 24.8 5.8 10.2 3.3 3.2 6.2 0.3 14.3 7.2

'10 237 41.5 26.5 6.8 14.7 5.7 2.8 2.1 ― 13.5 7.0

Average


Shanghai '11

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

'11 190 12.0 13.5 24.7 16.6 20.7 10.7 1.6 0.3 5.4 2.2

'10 237 5.5 10.5 29.3 16.5 17.2 17.6 3.2 0.2 5.7 2.9

'11 190 21.1 19.0 26.6 16.1 9.8 3.9 3.1 0.3 2.5 1.6

'10 237 25.4 12.2 28.5 16.4 11.5 3.9 1.1 1.0 2.7 1.4

'11 190 26.3 13.1 26.4 14.4 10.3 6.2 3.1 0.3 2.6 1.7

'10 237 26.2 8.4 27.6 16.2 8.2 9.1 3.3 1.0 2.9 1.9

'11 33 ― 5.7 15.1 21.3 24.5 24.1 9.3 ― 6.6 4.0

'10 * * * * * * * * * * *

Total amount

Shopping

Accommodations

Meals


（％）

All

destinations

/Total '11

Shanghai

'11

(n=5094) (n=190)



3 To shop 44.7 24.8







10 To view art 14.4 13.1























Other 5.1 17.5

All

destinations

/Total '11

Shanghai

'11

(n=5094) (n=190)








Honeymoon 3.5 ―


Other 6.6 8.4

0 10 20 30

All destinations/Total '11 Shanghai '11

（％）

（％）

Shanghai '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=95) (n=190) (n=190)





5 Theme park 18.8 4.8 4.0





10 Island tour 3.5 1.5 ―

11 Trains 3.3 1.3 1.6





16 Night tour 1.7 2.8 1.5

17 Dinner cruise ― 1.0 1.3

17 Golfing ― ― 0.9











Other 3.4 0.7 0.5

Nothing 2.0 57.3 49.7




91

Shanghai










"no answer."





the destination).




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

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

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

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

TV

pro

gram

s an

d com

merc

ials

Mobi

le s

ites

Inte

rnet

(sm

artp

hone, e

tc.)

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

Fre

e fly

ers

and

flyers

in

new

spap

ers

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Shanghai'11 145 74.2 23.3 12.1 11.7 10.7 10.3 10.1 9.0 4.3 3.0 3.0 2.4 2.3 2.0 1.7 1.3 1.1 0.4 1.6 5.8

0

20

40

60

80

100

Shanghai'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Shanghai '11



When booked 145 0.6 2.0 20.2 22.2 31.5 8.7 8.4 2.5 3.9 2.3 1.8


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *

By


Don't

know/

Don't

remember


Shanghai '11 145 57.1 17.9 17.8 0.6 1.8 6.1

0

25

50

75

Shanghai '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Shanghai '11 145 56.7 33.9 19.3 2.5 0.6 13.5 3.7

0

25

50

75

Shanghai '11


（％）

92

Shanghai



departure.


highest percentage by far, followed by "Travel agency pamphlets" (23.3%) and "Feedback and introductions (word-of-mouth) of friends,

acquaintances, family members" (12.1%).


"Visiting" (19.3%).


"Visiting" (17.8%).

▽ A look at the destinations simultaneously considered by those who considered Shanghai shows that "Hong Kong / Macau" (34.2%) comprised

the largest percentage, followed by "Korea" (32.0%) and "Taiwan" (28.7%). In terms of actual destinations visited, "Shanghai" (54.5%)

comprised the largest percentage, followed by "Korea" (13.5%).



"Suited my budget" (16.8%) comprised the largest percentage.






■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Shanghai '11Reason for deciding Shanghai '11


destinations

/Total '11

Shanghai '11

All

destinations

/Total '11

Shanghai '11

(n=4265) (n=145) (n=4265) (n=145)

Suited my budget 29.1 ◎ 41.1 7.6 ○ 16.8







I was interested in a particular event, activity 5.8 ◎ 17.7 3.0 ○ 11.7



Accompanying travelers wanted to go there 20.1 ▲ 11.9 8.2 ▲ 2.9




I had been there before and found that it was good 18.5 × 4.0 6.5 ▲ 0.4




Prices seems cheap 20.0 ○ 26.4 3.3 　 5.1


Food seems good 18.3 ▲ 10.6 3.4 　 2.6

Seems safe 19.6 × 6.0 2.5 　 1.2

City seems good 15.2 × 5.0 2.8 　 ―

Climate seems good 18.5 × 4.7 2.6 　 ―




Hygienic 4.9 　 2.1 0.1 　 ―

Other 9.6 　 12.3 6.7 　 8.5

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 Shanghai '11

Reason for deciding Shanghai '11

（％）

Sample

100.0 34.2 32.0 28.7 22.4 17.2 10.0 8.3 7.5 7.3 7.2 7.1 5.7 5.5 5.3 4.6 4.5 4.4 4.2 4.2 4.0 3.8

( 266 ) ( 91 ) ( 85 ) ( 76 ) ( 60 ) ( 46 ) ( 27 ) ( 22 ) ( 20 ) ( 20 ) ( 19 ) ( 19 ) ( 15 ) ( 15 ) ( 14 ) ( 12 ) ( 12 ) ( 12 ) ( 11 ) ( 11 ) ( 11 ) ( 10 )

54.5 8.5 13.5 6.6 7.0 5.7 2.4 1.7 * 0.7 1.9 0.8 * 0.8 * 1.0 1.1 ― 1.7 ― 0.7 0.4

( 145 ) ( 23 ) ( 36 ) ( 18 ) ( 19 ) ( 15 ) ( 6 ) ( 5 ) * ( 2 ) ( 5 ) ( 2 ) * ( 2 ) * ( 3 ) ( 3 ) ( 0 ) ( 4 ) ( 0 ) ( 2 ) ( 1 )

266 54.5 25.3 42.4 23.7 31.7 32.6 22.2 22.7 * 10.0 26.3 10.5 * 13.3 * 25.0 25.0 ― 36.4 ― 18.2 10.0



Shanghai

266


area considered

266



considered the Shanghai

Canada

/ Alaska

Hawaii

(other

than

Oahu)

Shanghai

Hong

Kong

/ Macau

Korea Taiwan Beijing

Other

China

(exc.

Hong

Kong and

Macau)

Guam Singapore Hokkaido Oceania France

Thailand

(other

than Thai

beaches)

Okinawa Vietnam KyushuHawaii

(Oahu)UK Saipan Italy Bali

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Shanghai

Destinations actually visited by those who considered the Shanghai

（％）

93

Shanghai



















All

destinations

/Total '11

Shanghai '11

(n=2639) (n=95)


Cheap 25.9 ○ 31.9

Includes spots I want to go to 26.1 ○ 31.6


























The airline is designated 6.7 ▲ 0.6












Rooms suit my needs 7.2 ▲ 2.0







Comes with guide 19.0 　 23.2








Travel agency has ability to make arrangements 8.0 ▲ 1.6


All meals provided 14.0 ○ 21.4














Other 1.2 　 0.9


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt


0 20 40 60 80

Items considered important Shanghai '11（％）

94

Shanghai








Shanghai '11


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=178) 77.4

(n=171) 78.4

(n=48) 70.6

(n=177) 68.9

(n=143) 63.4

(n=72) 80.2

(n=178) 59.1

(n=178) 62.2

(n=102) 77.8

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

26.3

21.6

29.9

27.2

29.2

33.0

37.4

42.5

9.0

7.8

16.3

14.2

21.1

11.2

31.9

30.9

16.6

13.7

13.8

13.1

16.9

15.5

8.6

9.1

6.9

5.635.3

24.8

26.1

51.0

36.1

39.1

49.0

52.1

49.3% 28.1

95

Shanghai


"Relaxation / Beauty Treatments and Massages" (80.2%) comprised the largest percentage and was followed

by "Sightseeing / Viewing" (78.4%) and "Night life" (77.8%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Beijing '11 (n=91) 5.1

Beijing '10 (n=115) 5.1

18.9 15.7 9.4 10.1 14.4 11.4 4.515.6%

14.2

16.0

47.5

40.8

22.0

28.4 4.1

5.4

4.0

1.1

3.3

2.7

1.2

5.1

2.2

2.1


●Legend


Beijing '11 (n=73)

Beijing '10 (n=94)

78.2

79.5

38.1

21.8

20.5

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=91) 9.3

Beijing '10 (n=115) 7.8

Average

(tens of

1000s of

yen)

27.0 16.6

10.7

12.7

5.4

17.0 8.9 7.7

36.5

17.6

10.0%

40.0

51.1 15.9 7.3

5.1

3.7

2.3

1.7

-

2.7


more

Average

(times）

●Legend


Beijing '11 (n=91) 11.85.7 11.0

18.6

21.0

12.2

18.7

53.1

43.6

4.5% 11.5


●Legend


Beijing '11 (n=91)

51.9

22.177.9

48.1%


(yrs）

●Legend


Beijing '11 (n=91) 48.4

21.3

16.5

18.4

9.3

41.4

56.417.8

19.0%

Male Female

●Legend


Beijing '11 (n=91)

51.1

45.254.8

48.9%

96

Beijing















Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Beijing '11

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

'11 91 38.3 38.8 3.8 7.4 2.8 ― 6.1 2.8 14.3 7.3

'10 115 54.7 17.8 4.3 16.4 3.3 ― 3.5 ― 13.5 6.3

Average


Beijing '11

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

'11 91 3.2 13.7 9.8 29.5 19.3 12.9 7.8 3.8 5.4 4.4

'10 115 10.2 8.9 31.8 18.9 11.4 10.6 6.5 1.6 5.7 3.0

'11 91 29.8 21.5 30.7 8.4 3.2 2.6 ― 3.8 2.5 0.9

'10 115 37.4 15.5 24.0 12.4 4.7 3.0 1.5 1.6 2.7 1.1

'11 91 25.2 15.5 31.2 13.5 9.0 1.7 ― 3.8 2.6 1.1

'10 115 37.3 14.5 17.1 15.7 7.1 4.3 2.5 1.6 2.9 1.3

'11 11 ― 24.5 21.2 15.8 9.5 14.3 ― 14.8 6.6 2.5

'10 * * * * * * * * * * *Accommodations


Total amount

Shopping

Meals

（％）

All

destinations

/Total '11

Beijing

'11

(n=5094) (n=91)





5 To shop 44.7 33.3


7 To view art 14.4 20.9


























Other 5.1 ―

All

destinations

/Total '11

Beijing

'11

(n=5094) (n=91)








Honeymoon 3.5 ―


Other 6.6 10.8

0 10 20 30

All destinations/Total '11 Beijing '11

（％）

（％）

Beijing '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=57) (n=91) (n=91)








8 Theme park 4.5 0.9 1.9

9 Trains 1.8 ― 1.9

10 Pleasure cruise 0.9 ― 0.6


12 Island tour ― ― ―

12 Dinner cruise ― ― ―










12 Other event viewing ― ― 1.7


12 Night tour ― 1.7 4.6




Other ― ― ―

Nothing 0.9 63.8 38.5




97

Beijing










"no answer."





the destination).




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

Tra

vel a

gency

counte

rs

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

New

spap

er

ads

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

Acqu

ainta

nces

at t

rave

l

agencie

s

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

Seik

yo p

amph

lets

and

counte

rs

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

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

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Beijing'11 73 72.4 40.4 23.6 17.2 12.1 11.1 6.0 5.6 4.5 3.1 2.2 1.4 0.7 ― ― ― ― ― 2.1 0.7

0

20

40

60

80

100

Beijing'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Beijing '11


When started considering 73 ― 7.6 31.8 20.4 28.4 6.7 2.4 0.8 1.9 3.0 2.2

When booked 73 ― 4.5 13.1 28.0 27.3 17.2 7.2 0.8 1.9 2.3 1.7


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Beijing '11 73 49.5 20.9 19.5 1.2 1.4 7.6

0

25

50

75

Beijing '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Beijing '11 73 40.9 29.9 20.8 2.3 ― 22.8 4.2

0

25

50

75

Beijing '11


（％）

98

Beijing



departure.


the largest percentage and was followed by "Travel agency pamphlets" (40.4%) and "Information magazines sent from travel agencies and

airlines" (23.6%).


"Visiting" (20.8%).


telephone" (19.5%).

▽ A look at the destinations simultaneously considered by those who considered Beijing shows that , "Shanghai" (44.1%) comprised the largest

percentage, followed by "Hong Kong / Macau" (36.0%). In terms of actual destinations visited, "Beijing" (54.3%) comprised the largest

percentage, followed by "Shanghai" (11.1%).


my date of departure, date of return, day of the week, travel period, etc." (32.1%). Among the responses given as the reason for deciding, "I

was interested in a particular sightseeing spot" (13.6%) comprised the largest percentage.


the largest percentage and followed by "Includes spots I want to go to" (55.5%).




■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Beijing '11Reason for deciding Beijing '11


destinations

/Total '11

Beijing '11

All

destinations

/Total '11

Beijing '11

(n=4265) (n=73) (n=4265) (n=73)

Suited my budget 29.1 ◎ 43.6 7.6 　 11.8


I just happened to discover a good travel product 11.4 ○ 17.4 3.8 　 7.2




Because I wanted to earn miles 2.8 　 ― 0.4 　 ―





Was recommended by a travel agent 1.8 ○ 11.1 0.6 　 5.4


I felt like going after seeing it on TV, in a magazine, on the web, etc. 10.1 ▲ 4.2 1.3 　 1.2

I was interested in a particular event, activity 5.8 ▲ 0.7 3.0 　 2.1

Was recommended by family members, acquaintances, friends 7.3 ▲ ― 1.9 　 ―

I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.6 　 ― 0.3 　 ―

I felt like going after seeing the website of the travel bureau 2.0 　 ― 0.1 　 ―


Nature seems good 19.5 ▲ 10.7 3.9 　 ―



Seems safe 19.6 × 8.2 2.5 　 ―

Food seems good 18.3 × 7.4 3.4 　 2.1

Hygienic 4.9 　 6.9 0.1 　 ―

City seems good 15.2 ▲ 5.9 2.8 　 3.1



Other 9.6 　 11.4 6.7 　 6.8

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 Beijing '11

Reason for deciding Beijing '11

（％）

Sample

100.0 44.1 36.0 30.9 29.7 29.5 11.4 10.0 8.5 8.5 7.9 7.9 6.7 5.6 5.6 5.3 4.7 4.5 4.3 4.3 4.0 4.0

( 135 ) ( 60 ) ( 49 ) ( 42 ) ( 40 ) ( 40 ) ( 15 ) ( 14 ) ( 11 ) ( 11 ) ( 11 ) ( 11 ) ( 9 ) ( 8 ) ( 8 ) ( 7 ) ( 6 ) ( 6 ) ( 6 ) ( 6 ) ( 5 ) ( 5 )

54.3 11.1 6.7 4.7 9.0 9.1 3.5 1.1 1.4 0.5 1.3 * 1.8 ― ― 0.5 ― 1.3 1.3 ― 1.1 ―

( 73 ) ( 15 ) ( 9 ) ( 6 ) ( 12 ) ( 12 ) ( 5 ) ( 2 ) ( 2 ) ( 1 ) ( 2 ) * ( 2 ) ( 0 ) ( 0 ) ( 1 ) ( 0 ) ( 2 ) ( 2 ) ( 0 ) ( 1 ) ( 0 )

135 54.1 25.0 18.4 14.3 30.0 30.0 33.3 14.3 18.2 9.1 18.2 * 22.2 ― ― 14.3 ― 33.3 33.3 ― 20.0 ―

135



considered the Beijing


those who considered the Beijing135

Germany Egypt Spain CambodiaFranceHawaii

(Oahu)Saipan

Thailand

(other

than Thai

beaches)

Vietnam Oceania Italy HokkaidoKorea

Other

China

(exc.

Hong

Kong and

Macau)

Singapore GuamBeijing Shanghai

Hong

Kong

/ Macau

Taiwan UK

Other

nations in

west

Europe


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Beijing

Destinations actually visited by those who considered the Beijing

（％）

99

Beijing



















All

destinations

/Total '11

Beijing '11

(n=2639) (n=57)





Cheap 25.9 　 24.4


Time stayed at destination is long 14.0 ▲ 7.1








There are direct flights 19.0 ▲ 12.0












































Comes with famous dishes 8.4 ◎ 28.6


Group travel done in groups of appropriate size 3.5 ○ 8.8

Clientele is well suited to me 2.1 ○ 8.2









Possible to participate alone 4.5 　 ―

Other 1.2 　 3.0


Budg

et

and

conte

nt


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

0 20 40 60 80

Items considered important Beijing '11（％）

100

Beijing








Beijing '11


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=86) 87.7

(n=86) 93.5

(n=11) 67.5

(n=83) 67.2

(n=72) 57.0

(n=22) 89.0

(n=86) 59.6

(n=86) 64.8

(n=45) 73.6

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

24.2

53.0

21.7

20.1

27.9

33.7

38.0

39.2

5.0

1.8

24.8

11.6

25.4

-

33.5

30.7

23.4

7.4

7.7

21.3

17.6

11.0

6.9

4.4

2.934.4

26.8

25.9

61.2

37.0

45.4

14.5

69.3

63.8% 23.9

4.6

101

Beijing



"Meals" (67.2%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Other China (exc. Hong Kong and Macau) '11 (n=132) 5.9


18.9 15.7 9.4

8.8

10.1 14.4 11.4 4.515.6%

11.0

11.6

28.9

28.2

21.7

26.4

7.9

9.5

7.5

6.6

9.7

8.0

11.3

0.7

2.0

49,999

yen

or less

50,000-

99,999

yen

100,00-

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)

27.0

38.5

16.6

21.6

12.7

6.7

7.7

17.0

12.1

9.2

8.9 7.7

15.3

14.2

10.0%

40.8 21.6

4.9

2.6

2.9

2.0


●Legend


Other China (exc. Hong Kong and Macau) '11 (n=132)

51.9

52.747.3

48.1%

Male Female

●Legend



51.1

36.263.8

48.9%

102

Other China (exc. Hong Kong and Macau)












▽ Local activities included in package: "Visit famous and historic places" (82.1%) comprised the largest

percentage and was followed by "City sightseeing / Tour to surrounding area" (81.0%).


Profile






Travel Outline

■Travel expenses







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."


(yrs）

●Legend



21.3

12.5

18.4

11.9

41.4

64.511.2

19.0%


more

Average

(times）

●Legend


Other China (exc. Hong Kong and Macau) '11 (n=132) 15.72.0

18.6

21.8

12.2

11.5

53.1

53.5

4.5%

11.2

11.5


●Legend




62.0

56.7

38.1

38.0

43.3

61.9%



（％）

Average


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)

'11 132 48.8 23.0 6.6 8.4 2.9 4.4 5.9 ― 14.3 8.1

'10 155 47.5 22.5 6.4 11.5 5.8 2.3 4.0 ― 13.5 7.3

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

Other

China (exc.

Hong Kong

and Macau)

'11 132 13.2 15.1 26.8 24.6 11.0 5.0 4.5 ― 5.4 2.5

'10 155 10.8 16.7 21.0 18.0 13.9 12.2 5.1 2.3 5.7 3.1

'11 132 37.7 15.4 19.9 11.3 8.8 2.4 3.3 1.2 2.5 1.3

'10 155 28.0 15.7 24.3 12.8 9.8 4.9 2.1 2.3 2.7 1.6

'11 132 31.2 10.5 23.9 9.7 11.5 8.2 3.9 1.2 2.6 2.1

'10 155 36.3 7.2 21.7 13.8 10.1 6.1 3.8 1.1 2.9 1.7

'11 28 1.8 9.7 21.3 31.0 1.8 21.7 12.5 ― 6.6 4.1

'10 * * * * * * * * * * *Accommodations

Meals


Total amount

Shopping

Other China (exc. Hong Kong and Macau) '11


（％）

All

destinations

/Total '11

Other China

(exc. Hong

Kong and

Macau)

'11

(n=5094) (n=132)





5 To shop 44.7 25.2









14 To view art 14.4 7.7



















Other 5.1 4.0

All destinations

/Total '11

(n=5094) (n=132)








Honeymoon 3.5 ―


Other 6.6 7.0

Other China

(exc. Hong Kong

and Macau)

'110 10 20 30


Other China (exc. Hong Kong and Macau) '11（％）

（％）


included in

the package

※

applied for in

japan

applied for

on the spot

(n=62) (n=132) (n=132)




4 Shopping tour 40.5 ― 1.3

5 Art museums and historic museums 34.2 ― 2.5


7 Aquariums/zoos 9.8 ― 2.0


9 Theme park 6.9 1.3 1.9


11 Night tour 5.6 ― 7.1

11 Trains 5.6 1.4 3.0


14 Dinner cruise 2.8 0.6 ―

14 Outdoor (fishing, climbing, etc.） 2.8 ― ―


17 Island tour 2.5 ― ―

18 Golfing ― 1.3 ―




18 Riding (horseback, rafting, etc.) ― 1.2 1.4






18 Car rental ― 1.8 2.5

Other ― ― 2.5

Nothing 1.3 73.8 50.8




103











"no answer."





the destination).




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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Other China

(exc. Hong

Kong and

Macau) '11


When started considering 100 1.7 4.8 19.9 32.3 29.4 3.9 2.5 5.5 ― 3.0 2.1

When booked 100 ― 2.4 14.5 28.7 32.4 9.0 5.6 7.4 ― 2.3 1.6


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Other China (exc. Hong Kong and Macau) '11 100 69.2 27.3 15.3 ― 0.5 8.9 ―

0

25

50

75



（％）

104




departure.


highest percentage by far, followed by "Travel agency pamphlets" (30.9%) and "Information magazines sent from travel agencies and airlines"

(29.3%).


"Visiting" (15.3%).


"Visiting" (15.6%).

▽ A look at the destinations simultaneously considered by those who considered other China (exc. Hong Kong and Macau) shows that "Hong

Kong / Macau" (26.3%) comprised the largest percentage, followed by "Korea" (25.7%). In terms of actual destinations visited, "Other China

(exc. Hong Kong and Macau)" (50.5%) comprised the largest percentage, followed by "Korea" (9.8%).


(34.9%) comprised the largest percentage, followed by "I was interested in a particular sightseeing spot" (29.3%). Among the responses given

as the reason for deciding, "I was interested in a particular sightseeing spot" (12.7%) comprised the largest percentage, followed by "Suited

my date of departure, date of return, day of the week, travel period, etc." (12.0%).


the largest percentage and followed by "All meals provided" (51.5%).




■Means of inquiry


■Means of booking


Sample

Web/

e-mail *

By


Don't

know/

Don't

remember


Other China (exc. Hong Kong and Macau) '11 100 66.7 19.8 15.6 ― 0.5 ―

0

25

50

75



（％）

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

New

spap

er

ads

Guid

ebo

oks

("C

hik

yuu n

o

aruki

kata

," e

tc.)

Tra

vel a

gency

counte

rs

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

Art

icle

s an

d ad

s in

genera

l-

inte

rest

mag

azin

es

Guid

ebo

ok-

styl

e m

agaz

ines

such a

s "R

uru

bu H

awai

i," e

tc.

Mobi

le s

ites

Inte

rnet

(sm

artp

hone, e

tc.)

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

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

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Other China (exc. Hong Kong and Macau)'11 100 74.5 30.9 29.3 11.3 9.8 9.0 7.7 4.9 1.7 1.7 1.6 1.5 1.4 0.9 0.9 0.5 ― ― ― 2.4

0

20

40

60

80

100

Other China (exc. Hong Kong and Macau)'11


（％）

＊ "Web/e-mail" combines "by

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

Internet or text

(smartphone)," and "by

Internet or text (mobile

phone)."



Reasons for considering Other China (exc. Hong Kong and Macau) '11Reason for deciding Other China (exc. Hong Kong and Macau) '11

Reasons for considering Reason for deciding

All

destinations

/Total '11

Other China

(exc. Hong

Kong and

Macau) '11

All

destinations

/Total '11

Other China

(exc. Hong

Kong and

Macau) '11

(n=4265) (n=100) (n=4265) (n=100)


Suited my budget 29.1 　 29.1 7.6 　 5.1

I just happened to discover a good travel product 11.4 ◎ 21.9 3.8 　 4.1




Because I wanted to earn miles 2.8 　 ― 0.4 　 ―



It was a location I had wanted to go to from before 21.2 　 20.3 8.5 ▲ 1.7








I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.6 　 ― 0.3 　 ―

Prices seems cheap 20.0 ○ 29.0 3.3 ○ 10.2

Nature seems good 19.5 ○ 24.8 3.9 　 5.9

Climate seems good 18.5 　 14.0 2.6 ○ 8.4

City seems good 15.2 ▲ 8.9 2.8 　 1.7

Seems safe 19.6 × 8.0 2.5 　 ―

Food seems good 18.3 × 6.4 3.4 　 0.5



Hygienic 4.9 　 1.6 0.1 　 ―


Other 9.6 　 7.7 6.7 　 6.4

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) '11

Reason for deciding Other China (exc. Hong Kong and Macau) '11

（％）

Sample

100.0 26.3 25.7 23.1 22.9 20.2 11.1 10.2 7.5 6.9 6.8 6.2 5.5 4.7 4.6 4.4 3.8 3.3 3.2 3.2 3.2 3.0

( 198 ) ( 52 ) ( 51 ) ( 46 ) ( 45 ) ( 40 ) ( 22 ) ( 20 ) ( 15 ) ( 14 ) ( 13 ) ( 12 ) ( 11 ) ( 9 ) ( 9 ) ( 9 ) ( 7 ) ( 6 ) ( 6 ) ( 6 ) ( 6 ) ( 6 )

50.5 7.5 9.8 7.4 8.3 6.9 3.2 3.3 1.6 ― 2.0 1.2 * ― 1.2 2.4 0.4 0.8 1.2 1.4 ― ―

( 100 ) ( 15 ) ( 19 ) ( 15 ) ( 16 ) ( 14 ) ( 6 ) ( 6 ) ( 3 ) ( 0 ) ( 4 ) ( 2 ) * ( 0 ) ( 2 ) ( 5 ) ( 1 ) ( 2 ) ( 2 ) ( 3 ) ( 0 ) ( 0 )

198 50.5 28.8 37.3 32.6 35.6 35.0 27.3 30.0 20.0 ― 30.8 16.7 * ― 22.2 55.6 14.3 33.3 33.3 50.0 ― ―


those who considered the Other

China (exc. Hong Kong and Macau)

198


area considered

198



considered the Other China (exc.

Hong Kong and Macau)

Saipan Bali

Other

China

(exc.

Hong

Kong and

Macau)

Hong

Kong

/ Macau

Korea Shanghai Taiwan Beijing Vietnam

Thailand

(other

than Thai

beaches)

Singapore Oceania Guam Italy Hokkaido Germany

Other

nations in

west

Europe

Turkey Spain Greece

Countries

of

eastern

Europe

USA

West

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)

（％）

105




















All

destinations

/Total '11

Other China

(exc. Hong

Kong and

Macau) '11

(n=2639) (n=62)



Cheap 25.9 　 28.8


There is city sightseeing 11.1 ○ 18.6








It is an assuring airline 27.8 ▲ 21.3

There are direct flights 19.0 ▲ 10.7



The flight suits my schedule 21.4 × 8.1





I earn miles on the airline I use 8.6 ▲ 0.8








There are cabin crew who speak Japanese 4.6 　 ―












Rooms suit my needs 7.2 ▲ 1.0

Hotel ambiance is good 14.1 × ―





Travel agency is familiar 13.9 ◎ 24.5





Travel agency response is thorough 15.7 × 5.1


Travel agency is good at what it does 8.9 ▲ 2.5

There is a backup desk at destinations 6.5 ▲ ―

Travel agency is in a location easy to visit 5.5 ▲ ―















Other 1.2 　 1.0


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt


0 20 40 60 80

Items considered important Other China (exc. Hong Kong and Macau) '11 （％）

106











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=122) 91.3

(n=120) 94.1

(n=19) 80.2

(n=122) 69.8

(n=98) 45.2

(n=27) 74.5

(n=122) 70.3

(n=122) 60.4

(n=58) 69.7

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

33.9

21.7

31.7

20.4

27.9

43.9

36.1

38.4

3.9

2.5

10.8

10.9

34.3

16.1

26.8

35.4

23.5

4.8

9.0

19.3

20.5

9.5

2.9

4.2

6.831.4

24.3

26.4

46.6

24.8

38.1

58.5

60.2

56.5% 34.8

3.4

107



"Sightseeing / Viewing" (94.1%) comprised the largest percentage and was followed by "Local Hospitality"

(70.3%) and "Meals" (69.8%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Hong Kong / Macau '11 (n=222) 4.8


18.9 15.7 9.4 10.1 14.4 11.4 4.515.6%

29.2

21.2

38.9

43.7

17.9

24.6 3.7

3.8

2.9

1.5

1.8

4.2

2.6

1.5

0.6

1.9


●Legend


Hong Kong / Macau '11 (n=183)


60.4

61.7

38.1

39.6

38.3

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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)

27.0 16.6

16.6

12.7

14.4

7.6

17.0

6.3

8.9 7.7

18.1

10.3

10.0%

46.9

41.5 22.6 7.0

2.1

1.5

2.4

2.7


more

Average

(times）

●Legend


Hong Kong / Macau '11 (n=222) 15.93.3

18.6

16.5

12.2

11.4

53.1

57.5

4.5%

11.3

11.5


●Legend



51.9

57.442.6

48.1%


(yrs）

●Legend



21.3

24.8

18.4

23.9

41.4

34.616.7

19.0%

Male Female

●Legend



51.1

42.357.7

48.9%

108

Hong Kong / Macau








▽ Accompanying travelers: "With friends (3 or more)" (19.1%) comprised the largest percentage and was

followed by "Travel alone" (18.2%).

▽ In terms of purposes of travel, "To eat good food" (66.7%) comprised the largest percentage and was followed

by "To shop" (51.4%).




Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Hong Kong / Macau '11

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

'11 222 27.9 23.7 6.6 15.3 11.7 6.6 7.1 1.2 14.3 11.7

'10 248 27.6 28.2 4.3 12.6 8.5 4.4 13.5 0.9 13.5 11.7

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

'11 222 5.1 10.6 21.1 18.3 16.0 15.6 12.3 1.2 5.4 4.8

'10 248 6.2 5.9 19.6 17.2 16.1 16.7 17.3 0.9 5.7 5.3

'11 222 7.7 9.6 35.9 23.2 10.6 10.2 1.8 1.2 2.5 2.1

'10 248 5.9 13.1 30.4 17.9 18.1 10.3 3.3 0.9 2.7 2.4

'11 222 25.2 8.2 24.8 16.9 9.9 9.3 3.7 2.0 2.6 2.0

'10 248 16.8 7.1 26.9 18.4 15.5 8.5 6.2 0.6 2.9 2.4

'11 60 ― 4.0 10.6 16.1 27.6 23.7 15.2 2.9 6.6 5.8

'10 * * * * * * * * * * *

Total amount

Shopping

Accommodations

Meals


（％）

All

destinations

/Total '11

Hong Kong

/ Macau

'11

(n=5094) (n=222)


2 To shop 44.7 51.4















17 To view art 14.4 4.4
















Other 5.1 5.3

All

destinations

/Total '11

Hong Kong /

Macau

'11

(n=5094) (n=222)








Honeymoon 3.5 0.5


Other 6.6 8.3

0 10 20 30

All destinations/Total '11 Hong Kong / Macau '11

（％）

（％）


included in

the package

※

applied for in

japan

applied for

on the spot

(n=110) (n=222) (n=222)





5 Night tour 10.2 3.0 1.4


7 Gambling 6.4 1.9 2.8

8 Trains 3.0 0.4 2.1


10 Island tour 2.3 1.4 0.4


12 Viewing of theater, musicals, concert, shows, etc. 1.5 2.3 ―


14 Theme park 1.3 1.1 2.8


15 Car rental 0.8 0.4 0.8



19 Golfing ― 0.4 ―










Other ― 0.8 0.9

Nothing 2.9 65.5 69.3




109

Hong Kong / Macau










"no answer."





the destination).




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.

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

Acqu

ainta

nces

at t

rave

l

agencie

s

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

New

spap

er

ads

Inte

rnet

(sm

artp

hone, e

tc.)

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

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


Hong Kong / Macau'11 183 75.7 35.4 15.8 12.3 11.1 7.4 7.4 3.1 2.5 2.4 2.2 2.2 2.0 1.7 0.5 0.5 0.3 ― 0.9 4.8

0

20

40

60

80

100

Hong Kong / Macau'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Hong Kong /

Macau '11



When booked 183 2.6 3.9 18.0 20.7 31.6 7.9 9.1 4.8 1.2 2.3 1.9


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Hong Kong / Macau '11 183 54.8 22.7 15.5 1.3 1.6 5.1

0

25

50

75



（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Hong Kong / Macau '11 183 44.9 24.4 21.3 0.8 0.3 21.5 3.4

0

25

50

75



（％）

110

Hong Kong / Macau



departure.


highest percentage by far, followed by "Travel agency pamphlets" (35.4%) and "Guidebooks ( 'Chikyuu no arukikata,' etc.)" (15.8%).


"Visiting" (21.3%).

▽ In terms of means of booking, "Web / e-mail" (54.8%) comprised the largest percentage and was followed by "Visiting"(22.7%) and "By

telephone" (15.5%).

▽ A look at the destinations simultaneously considered by those who considered Hong Kong / Macau shows that "Taiwan" (40.9%) comprised the

largest percentage, followed by "Korea" (37.7%). In terms of actual destinations visited, "Hong Kong / Macau" (43.3%) comprised the largest

percentage, followed by "Korea" (16.0%) and "Taiwan" (14.7%).


(47.8%) comprised the largest percentage, followed by "Suited my budget" (28.8%) and "Food seems good" (27.5%). Among the responses

given as the reason for deciding, "Suited my date of departure, date of return, day of the week, travel period, etc." (18.8%) comprised the

largest percentage.






■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Hong Kong / Macau '11Reason for deciding Hong Kong / Macau '11


destinations

/Total '11

Hong Kong /

Macau '11

All

destinations

/Total '11

Hong Kong /

Macau '11

(n=4265) (n=183) (n=4265) (n=183)

Suited my date of departure, date of return, day of the week, travel period, etc. 33.5 ◎ 47.8 11.5 ○ 18.8

Suited my budget 29.1 　 28.8 7.6 　 8.9












I have family members, relatives, acquaintances, friends at the destination 11.0 ▲ 5.8 7.3 　 3.3





Food seems good 18.3 ○ 27.5 3.4 ○ 8.4


Seems safe 19.6 　 16.6 2.5 　 2.0

City seems good 15.2 　 14.8 2.8 　 2.2





Hygienic 4.9 　 2.8 0.1 　 ―

Hospitality seems good 7.7 ▲ 2.4 1.1 　 1.0

Other 9.6 　 10.7 6.7 　 6.7

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 20 40 60

Reasons for considering Hong Kong / Macau '11

Reason for deciding Hong Kong / Macau '11

（％）

Sample

100.0 40.9 37.7 21.6 14.1 13.0 12.3 11.6 8.3 8.0 7.4 6.5 6.5 5.9 5.7 4.0 3.5 3.4 3.3 3.2 3.1 3.1

( 422 ) ( 172 ) ( 159 ) ( 91 ) ( 59 ) ( 55 ) ( 52 ) ( 49 ) ( 35 ) ( 34 ) ( 31 ) ( 27 ) ( 27 ) ( 25 ) ( 24 ) ( 17 ) ( 15 ) ( 14 ) ( 14 ) ( 14 ) ( 13 ) ( 13 )

43.3 14.7 16.0 4.6 3.0 3.4 4.0 4.3 1.9 2.0 0.2 1.4 * 0.4 * 0.2 0.9 0.4 0.8 * 0.4 0.8

( 183 ) ( 62 ) ( 67 ) ( 20 ) ( 13 ) ( 14 ) ( 17 ) ( 18 ) ( 8 ) ( 9 ) ( 1 ) ( 6 ) * ( 2 ) * ( 1 ) ( 4 ) ( 2 ) ( 3 ) * ( 2 ) ( 3 )

422 43.4 36.0 42.1 22.0 22.0 25.5 32.7 36.7 22.9 26.5 3.2 22.2 * 8.0 * 5.9 26.7 14.3 21.4 * 15.4 23.1

422



considered the Hong Kong /

Macau


those who considered the Hong

Kong / Macau

422

USA

West

Hawaii

(other

than

Oahu)

Italy KyushuOkinawa Oceania Hokkaido BaliVietnam

Thailand

(other

than Thai

beaches)

SaipanHawaii

(Oahu)Singapore Guam

Other

China

(exc.

Hong

Kong and

Macau)

Beijing

Hong

Kong

/ Macau

Taiwan Korea Shanghai Germany

Malaysia

(other

than

beach

resorts)


area considered

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 422 respondents who considered Hong Kong or Macau

・those who actually visited Hong Kong / those who considered Hong Kong = 188 /

385

・those who actually visited Macau / those who considered Macau = 69 / 162



※ Of those who considered Hong Kong or Macau as destinations, those who actually visited either area were counted in "Destinations actually visited."














All

destinations

/Total '11

Hong Kong /

Macau '11

(n=2639) (n=110)


Cheap 25.9 　 24.7

















It is a well-known airline 11.2 ▲ 5.1













Hotel location is good 35.3 ○ 41.4





















Travel agency is well known 11.7 ▲ 4.3


There are local staff who speak Japanese 9.6 ▲ 4.0


Travel agency is highly specialized 6.8 ▲ ―



All meals provided 14.0 ▲ 8.7












Other 1.2 　 2.0


Budg

et

and

conte

nt


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

0 20 40 60

Items considered important Hong Kong / Macau '11（％）

112

Hong Kong / Macau










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=215) 85.5

(n=195) 78.9

(n=51) 72.6

(n=212) 84.6

(n=190) 78.4

(n=84) 77.7

(n=215) 81.2

(n=215) 84.0

(n=135) 85.7

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

17.0

24.8

21.3

21.7

30.0

37.6

36.3

23.4

3.4

5.0

13.1

2.3

6.1

5.5

9.3

10.4

6.8

11.1

16.2

14.3

13.1

15.5

16.7

9.5

5.6

7.562.3

47.7

43.6

47.8

56.6

63.3

47.8

61.8

66.8% 18.6

113

Hong Kong / Macau

●Degree of satisfaction▽ The overall degree of satisfaction was 85.5%. A look at each degree of satisfaction attribute shows that "Night

life" (85.7%) comprised the largest percentage and was followed by "Meals" (84.6%) and "Safety / Hygiene"

(84.0%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Taiwan '11 (n=384) 4.5

Taiwan '10 (n=337) 4.3

18.9 15.7 9.4 10.1 14.4 11.4 4.515.6%

28.9

28.9

40.1

44.3

18.1

16.1 2.9

4.6

2.7

2.9

2.5

2.6

2.6

2.3

-

0.5


●Legend


Taiwan '11 (n=306)

Taiwan '10 (n=276)

67.7

69.6

38.1

32.3

30.4

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=384) 8.0

Taiwan '10 (n=337) 7.2

Average

(tens of

1000s of

yen)

27.0 16.6

13.4

12.7 17.0 8.9 7.7

35.4

14.4

10.0%

43.4

57.9 18.4

4.2

7.9

2.7

1.0

0.3

0.5

0.5

-


more

Average

(times）

●Legend


Taiwan '11 (n=384) 13.54.5 12.8

18.6

21.2

12.2

13.0

53.1

48.6

4.5% 11.5


●Legend


Taiwan '11 (n=384)

51.9

49.051.0

48.1%


(yrs）

●Legend


Taiwan '11 (n=384) 45.5

21.3

21.0

18.4

15.8

41.4

43.719.6

19.0%

Male Female

●Legend


Taiwan '11 (n=384)

51.1

47.252.8

48.9%

114

Taiwan











by "To visit famous sites and historic spots" (65.1%).


largest percentage and was followed by "To visit famous sites and historic spots" (44.0%).


Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Taiwan '11

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

'11 384 37.9 28.7 10.3 13.6 5.9 1.5 2.0 0.1 14.3 7.2

'10 337 48.3 28.1 4.0 9.3 4.9 2.2 2.9 0.4 13.5 6.7

Average


Taiwan '11

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

'11 384 7.0 11.0 27.2 19.5 17.1 13.0 4.8 0.3 5.4 2.9

'10 337 6.1 8.2 32.9 17.7 16.8 11.8 5.4 1.1 5.7 2.8

'11 384 14.3 17.8 33.5 19.1 11.2 3.4 0.5 0.3 2.5 1.5

'10 337 13.9 16.5 34.4 20.5 9.1 2.7 1.3 1.7 2.7 1.6

'11 384 26.8 17.3 28.8 11.4 9.6 5.0 0.8 0.3 2.6 1.3

'10 337 24.2 15.7 30.6 14.0 8.1 3.8 1.6 2.1 2.9 1.4

'11 82 1.1 7.3 23.2 18.7 30.3 16.8 2.7 ― 6.6 3.2

'10 * * * * * * * * * * *Accommodations


Total amount

Shopping

Meals

（％）

All

destinations

/Total '11

Taiwan

'11

(n=5094) (n=384)



3 To shop 44.7 42.5








11 To view art 14.4 15.9






















Other 5.1 2.3

All

destinations

/Total '11

Taiwan

'11

(n=5094) (n=384)








Honeymoon 3.5 0.7


Other 6.6 4.7

0 10 20 30

All destinations/Total '11 Taiwan '11

（％）

（％）

Taiwan '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=207) (n=384) (n=384)






6 Trains 13.3 1.9 6.6


8 Night tour 5.7 1.4 4.4




12 Theme park 1.1 0.6 0.4

13 Riding (horseback, rafting, etc.) 0.8 0.2 ―

13 Other sports 0.8 0.2 ―

13 Car rental 0.8 0.9 0.9



17 Golfing 0.4 1.1 0.9

17 Outdoor (fishing, climbing, etc.） 0.4 ― ―









20 Instruction ― ― 0.2

Other ― 2.7 1.5

Nothing 5.4 61.3 56.7




115

Taiwan










"no answer."





the destination).




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.

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

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

Acqu

ainta

nces

at t

rave

l

agencie

s

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

Inte

rnet

(sm

artp

hone, e

tc.)

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

Seik

yo p

amph

lets

and

counte

rs

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Taiwan'11 306 79.4 35.6 17.6 16.6 12.0 8.8 8.0 5.3 3.6 3.1 2.8 1.7 1.4 1.1 0.5 0.4 ― ― 1.2 1.7

0

20

40

60

80

100

Taiwan'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Taiwan '11



When booked 306 0.7 1.9 15.7 22.0 28.2 16.5 8.0 3.9 3.0 2.3 1.6


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Taiwan '11 306 58.6 23.5 13.8 1.6 1.7 3.9

0

25

50

75

Taiwan '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Taiwan '11 306 51.0 25.3 21.7 1.0 1.4 15.5 3.2

0

25

50

75

Taiwan '11


（％）

116

Taiwan



departure.


the largest percentage and was followed by "Travel agency pamphlets" (35.6%) and "Travel agency counters" (17.6%).


"Visiting" (21.7%).


telephone" (13.8%).

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

percentage, followed by "Hong Kong / Macau" (31.3%). In terms of actual destinations visited, "Taiwan" (55.5%) comprised the largest

percentage, followed by "Korea" (17.0%).


(40.8%) comprised the largest percentage, followed by "Food seems good" (36.5%). Among the responses given as the reason for deciding,







■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Taiwan '11Reason for deciding Taiwan '11


destinations

/Total '11

Taiwan '11

All

destinations

/Total '11

Taiwan '11

(n=4265) (n=306) (n=4265) (n=306)

Suited my date of departure, date of return, day of the week, travel period, etc. 33.5 ○ 40.8 11.5 　 16.0

Suited my budget 29.1 　 34.0 7.6 　 9.5

















Food seems good 18.3 ◎ 36.5 3.4 　 7.9

Prices seems cheap 20.0 ◎ 32.0 3.3 　 4.1

Seems safe 19.6 ○ 29.5 2.5 　 4.9



City seems good 15.2 ▲ 9.3 2.8 　 0.6



Hygienic 4.9 　 6.3 0.1 　 ―


Other 9.6 　 9.2 6.7 　 6.9

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 Taiwan '11

Reason for deciding Taiwan '11

（％）

Sample

100.0 43.2 31.3 13.9 10.6 10.5 8.7 8.2 7.6 7.6 6.5 5.6 5.6 4.9 4.7 4.3 3.7 3.2 2.9 2.7 2.4 2.3

( 550 ) ( 238 ) ( 172 ) ( 76 ) ( 58 ) ( 58 ) ( 48 ) ( 45 ) ( 42 ) ( 42 ) ( 36 ) ( 31 ) ( 31 ) ( 27 ) ( 26 ) ( 24 ) ( 20 ) ( 18 ) ( 16 ) ( 15 ) ( 13 ) ( 12 )

55.5 17.0 6.6 3.0 3.0 1.8 1.9 1.4 3.1 2.7 * 1.0 0.5 0.5 * 0.6 * 0.2 ― 0.3 0.5 0.8

( 306 ) ( 94 ) ( 36 ) ( 17 ) ( 17 ) ( 10 ) ( 10 ) ( 8 ) ( 17 ) ( 15 ) * ( 5 ) ( 3 ) ( 3 ) * ( 3 ) * ( 1 ) ( 0 ) ( 2 ) ( 3 ) ( 4 )

550 55.6 39.5 20.9 22.4 29.3 17.2 20.8 17.8 40.5 35.7 * 16.1 9.7 11.1 * 12.5 * 5.6 ― 13.3 23.1 33.3


those who considered the Taiwan550


area considered

550



considered the Taiwan

Malaysia

(other

than

beach

resorts)

ItalyTaiwan Korea

Hong

Kong

/ Macau

Shanghai Guam Singapore Vietnam

Other

China

(exc.

Hong

Kong and

Macau)

Beijing

Thailand

(other

than Thai

beaches)

OkinawaHawaii

(Oahu)Saipan Oceania Hokkaido Bali Kyushu Phuket

Hawaii

(other

than

Oahu)

Thai

beaches

(other

than

Phuket)

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Taiwan

Destinations actually visited by those who considered the Taiwan

（％）

117

Taiwan



















All

destinations

/Total '11

Taiwan '11

(n=2639) (n=207)


Cheap 25.9 ○ 31.3































Hotel is designated 16.0 ○ 22.0







































Other 1.2 　 0.4


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt


0 20 40 60

Items considered important Taiwan '11（％）

118

Taiwan








Taiwan '11


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=380) 92.7

(n=360) 93.9

(n=75) 82.8

(n=378) 87.1

(n=348) 78.0

(n=215) 87.2

(n=380) 88.9

(n=380) 85.5

(n=237) 84.1

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

18.1

13.4

13.3

18.6

19.3

28.9

23.1

23.4

0.8

1.0

7.3

2.9

7.1

2.3

6.7

8.1

4.1

9.9

10.0

14.9

10.5

4.3

6.4

11.860.7

62.4

60.0

68.0

59.5

73.7

69.3

75.8

73.6% 19.2

5.1

6.5

119

Taiwan

●Degree of satisfaction▽ The overall degree of satisfaction was 92.7%. A look at each degree of satisfaction attribute shows that "

Sightseeing / Viewing" (93.9%) comprised the largest percentage and was followed by "Local Hospitality"

(88.9%) and "Relaxation / Beauty Treatments and Massages" (87.2%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Korea '11 (n=788) 3.9

Korea '10 (n=908) 3.8

18.9 15.7 9.4 10.1 14.4 11.4 4.515.6%

53.0

51.0

33.8

33.7

8.3

8.9

2.2

1.4

2.4

1.2

0.9

0.6

0.9

0.8

0.1

0.9


●Legend


Korea '11 (n=619)

Korea '10 (n=728)

68.4

69.6

38.1

31.6

30.4

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=788) 6.5

Korea '10 (n=908) 6.3

Average

(tens of

1000s of

yen)

27.0 16.6 12.7 17.0 8.9 7.7

40.8

32.9

10.0%

44.3

51.7

10.1

9.8

2.9

3.7

1.2

1.4

0.7

0.1

0.4

0.1


more

Average

(times）

●Legend


Korea '11 (n=788) 12.34.2 14.0

18.6

22.3

12.2

13.2

53.1

46.4

4.5% 11.5


●Legend


Korea '11 (n=788)

51.9

65.534.5

48.1%


(yrs）

●Legend


Korea '11 (n=788) 43.5

21.3

17.0

18.4

20.7

41.4

39.622.7

19.0%

Male Female

●Legend


Korea '11 (n=788)

51.1

60.939.1

48.9%

120

Korea








▽ Accompanying travelers: "With friends (3 or more)" (21.8%) comprised the largest percentage and was

followed by "With friend (alone)" (17.2%) and "Married couple travel" (15.4%).


by "To shop" (67.3%).


largest percentage and was followed by "Visit famous and historic places" (19.3%) and "Famous dishes"

(19.0%).


Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Korea '11

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

'11 788 28.4 30.2 6.8 17.6 8.2 2.7 5.5 0.5 14.3 9.1

'10 908 27.4 28.4 10.2 16.8 6.4 4.5 6.4 ― 13.5 9.5

Average


Korea '11

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

'11 788 4.2 6.6 18.5 18.0 20.9 17.2 13.5 1.1 5.4 4.5

'10 908 2.9 4.7 16.8 16.2 21.8 21.7 15.6 0.2 5.7 4.9

'11 788 8.7 16.1 38.6 19.7 11.5 3.6 0.9 0.9 2.5 1.6

'10 908 7.4 13.2 38.7 22.9 11.5 4.8 1.3 0.1 2.7 1.8

'11 788 30.4 13.5 26.2 14.1 9.6 3.6 1.6 0.9 2.6 1.4

'10 908 26.3 12.1 27.4 15.9 9.1 5.7 2.7 0.9 2.9 1.8

'11 163 1.7 10.4 32.7 18.4 18.9 12.2 3.0 2.5 6.6 2.8

'10 * * * * * * * * * * *

Total amount

Shopping

Accommodations

Meals


（％）

All

destinations

/Total '11

Korea

'11

(n=5094) (n=788)


2 To shop 44.7 67.3













15 To view art 14.4 6.3


















Other 5.1 3.3

All

destinations

/Total '11

Korea

'11

(n=5094) (n=788)








Honeymoon 3.5 0.3


Other 6.6 8.3

0 10 20 30

All destinations/Total '11 Korea '11

（％）

（％）

Korea '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=424) (n=788) (n=788)







7 Gambling 2.3 1.4 1.7

8 Theme park 2.2 1.2 0.8




12 Night tour 1.1 1.3 1.4

13 Island tour 0.6 0.8 0.6



15 Trains 0.2 1.0 1.3

17 Other sports 0.1 0.4 0.7

17 Car rental 0.1 0.8 0.6


19 Golfing ― 0.1 ―

19 Diving and snorkeling ― 0.1 0.1


19 Skiing and snowboarding ― 0.1 ―






Other 0.3 1.7 1.3

Nothing 3.2 62.3 58.6




121

Korea










"no answer."





the destination).




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.)

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.

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

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

Fre

e fly

ers

and

flyers

in

new

spap

ers

Inte

rnet

(sm

artp

hone, e

tc.)

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 s

tations

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Korea'11 619 82.2 30.9 14.8 13.1 12.1 10.7 7.8 4.8 3.6 2.7 2.4 2.4 2.4 2.3 1.2 0.6 0.1 ― 0.8 1.9

0

20

40

60

80

100

Korea'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Korea '11



When booked 619 2.1 3.2 15.2 18.9 35.9 12.0 7.8 3.5 1.3 2.3 1.8


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Korea '11 619 55.3 23.2 16.6 2.0 1.7 2.7

0

25

50

75

Korea '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Korea '11 619 52.9 28.3 20.8 1.1 0.2 16.1 1.6

0

25

50

75

Korea '11


（％）

122

Korea



departure.


highest percentage by far, followed by "Travel agency pamphlets" (30.9%) and "Travel agency counter" (14.8%).


"Visiting" (20.8%).


telephone" (16.6%).

▽ A look at the destinations simultaneously considered by those who considered Korea shows that "Taiwan" (27.4%) comprised the largest

percentage, followed by "Hong Kong / Macau" (18.4%). In terms of actual destinations visited, "Korea" (71.4%) comprised the largest

percentage.


(42.8%) comprised the largest percentage, followed by "Prices seems cheap" (41.5%). Among the responses given as the reason for deciding,

"Suited my date of departure, date of return, day of the week, travel period, etc." (13.2%) comprised the largest percentage, followed by

"Accompanying travelers wanted to go there" (10.7%) and "Food seems good" (10.3%).






■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Korea '11Reason for deciding Korea '11


destinations

/Total '11

Korea '11

All

destinations

/Total '11

Korea '11

(n=4265) (n=619) (n=4265) (n=619)


Suited my budget 29.1 ○ 38.3 7.6 　 9.1

















Prices seems cheap 20.0 ◎ 41.5 3.3 ○ 8.3

Food seems good 18.3 ◎ 35.0 3.4 ○ 10.3

Seems safe 19.6 　 20.1 2.5 　 2.1

City seems good 15.2 ▲ 8.7 2.8 　 0.9




Climate seems good 18.5 × 4.9 2.6 　 0.1


Hygienic 4.9 　 3.0 0.1 　 0.1

Other 9.6 　 6.9 6.7 　 5.4

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 '11

Reason for deciding Korea '11

（％）

Sample

100.0 27.4 18.4 9.8 9.8 6.6 5.9 5.4 5.2 4.8 4.6 4.5 4.2 3.8 3.0 3.0 2.4 2.0 1.9 1.9 1.8 1.8

( 867 ) ( 238 ) ( 159 ) ( 85 ) ( 85 ) ( 57 ) ( 51 ) ( 47 ) ( 45 ) ( 41 ) ( 40 ) ( 39 ) ( 37 ) ( 33 ) ( 26 ) ( 26 ) ( 21 ) ( 17 ) ( 17 ) ( 17 ) ( 16 ) ( 16 )

71.4 9.4 3.7 2.9 2.6 0.9 1.8 * * 1.5 1.7 0.6 0.7 1.1 0.3 * 0.1 ― 1.0 * 0.9 0.1

( 619 ) ( 81 ) ( 32 ) ( 25 ) ( 22 ) ( 7 ) ( 15 ) * * ( 13 ) ( 15 ) ( 5 ) ( 6 ) ( 9 ) ( 3 ) * ( 1 ) ( 0 ) ( 9 ) * ( 8 ) ( 1 )

867 71.4 34.0 20.1 29.4 25.9 12.3 29.4 * * 31.7 37.5 12.8 16.2 27.3 11.5 * 4.8 ― 52.9 * 50.0 6.3

867



considered the Korea


those who considered the Korea867

Oceania

Hawaii

(other

than

Oahu)

France KinkiVietnam

Thailand

(other

than Thai

beaches)

Bali KyushuHokkaidoHawaii

(Oahu)Beijing SaipanShanghai Singapore

Other

China

(exc.

Hong

Kong and

Macau)

OkinawaKorea Taiwan

Hong

Kong

/ Macau

Guam Italy

Thai

beaches

(other

than

Phuket)


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Korea

Destinations actually visited by those who considered the Korea

（％）

123

Korea



















All

destinations

/Total '11

Korea '11

(n=2639) (n=424)



Cheap 25.9 ○ 32.8



























































All breakfasts provided 13.0 × 2.4










Other 1.2 　 1.5


Budg

et

and

conte

nt


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

0 20 40 60

Items considered important Korea '11（％）

124

Korea








Korea '11


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=779) 94.1

(n=675) 90.7

(n=143) 79.9

(n=766) 89.1

(n=726) 88.3

(n=427) 80.8

(n=779) 80.6

(n=779) 82.7

(n=449) 87.9

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

24.9

21.7

17.4

16.5

18.0

33.7

34.6

31.0

1.4

3.4

8.8

2.2

3.2

3.1

12.2

10.1

3.4

5.9

11.3

8.7

8.4

16.1

7.2

7.2

8.656.9

48.1

46.9

62.8

71.8

71.7

58.2

65.8

71.3% 22.8 4.5

125

Korea


"Sightseeing / Viewing" (90.7%) comprised the largest percentage and was followed by "Meals" (89.1%) and

"Shopping" (88.3%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Singapore '11 (n=96) 6.0


18.9 15.7 9.4

11.2

10.1

13.3

4.2

14.4

7.9

11.4 4.515.6%

10.7

7.5

21.3

27.6

34.4

32.6

11.43.3

3.0

4.2 4.9

2.6


●Legend


Singapore '11 (n=86)


50.7

59.5

38.1

49.3

40.5

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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)

27.0 16.6

14.9

12.7

17.1

7.1

17.0

11.2

11.3

8.9

5.1

7.7

9.8

5.9

10.0%

47.0

31.8 23.3

4.2 5.7

5.7


more

Average

(times）

●Legend


Singapore '11 (n=96) 16.30.8

18.6

18.1

12.2

9.7

53.1

60.3

4.5%

11.1

11.5


●Legend



51.9

53.446.6

48.1%


(yrs）

●Legend



21.3

22.7

18.4

28.6

41.4

32.915.9

19.0%

Male Female

●Legend



51.1

50.149.9

48.9%

126

Singapore











by "To shop" (50.4%).




Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Singapore '11

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

'11 96 21.9 21.7 6.6 17.8 7.4 10.2 14.4 ― 14.3 16.0

'10 97 33.8 20.8 6.1 17.0 7.7 4.1 10.4 ― 13.5 10.2

Average


Singapore '11

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

'11 96 8.0 7.1 17.5 18.9 15.1 16.0 17.4 ― 5.4 5.7

'10 97 7.7 9.9 21.3 16.3 14.5 15.3 14.9 ― 5.7 4.3

'11 96 7.4 8.7 28.6 19.2 21.6 9.1 5.4 ― 2.5 2.7

'10 97 4.6 10.5 31.1 23.2 15.9 9.0 5.7 ― 2.7 2.4

'11 96 16.6 6.3 24.1 25.6 14.9 5.4 7.2 ― 2.6 2.4

'10 97 16.1 12.7 21.7 18.2 19.2 10.0 2.1 ― 2.9 2.2

'11 31 ― ― 8.2 11.5 13.2 21.6 45.5 ― 6.6 11.9

'10 * * * * * * * * * * *Accommodations


Total amount

Shopping

Meals

（％）

All

destinations

/Total '11

Singapore

'11

(n=5094) (n=96)


2 To shop 44.7 50.4

























27 To view art 14.4 1.1






Other 5.1 6.3

All

destinations

/Total '11

Singapore

'11

(n=5094) (n=96)








Honeymoon 3.5 0.5


Other 6.6 3.1

0 10 20 30

All destinations/Total '11 Singapore '11

（％）

（％）

Singapore '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=44) (n=96) (n=96)




4 Island tour 14.5 3.4 1.3


6 Safari jungle tour 9.7 3.4 3.4




10 Theme park 3.3 2.7 6.5


12 Night tour 1.4 4.6 6.3

12 Trains 1.4 ― ―

14 Dinner cruise ― 1.8 ―


14 Golfing ― 1.8 1.8








14 Other event viewing ― 0.6 ―





Other ― 2.3 0.6

Nothing 3.4 61.6 51.9




127

Singapore










"no answer."





the destination).




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

Ove

rseas

tra

vel m

agaz

ines

oth

er

than

guid

ebo

ok-

styl

e

mag

azin

es

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

New

spap

er

ads

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

TV

pro

gram

s an

d com

merc

ials

Mobi

le s

ites

Fre

e fly

ers

and

flyers

in

new

spap

ers

Seik

yo p

amph

lets

and

counte

rs

Inte

rnet

(sm

artp

hone, e

tc.)

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


Singapore'11 86 68.6 30.0 17.9 13.1 10.7 9.0 5.7 4.9 3.1 3.0 2.0 2.0 1.8 1.2 0.6 ― ― ― 4.1 8.3

0

20

40

60

80

100

Singapore'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Singapore '11



When booked 86 2.4 10.1 31.0 14.9 24.1 6.2 3.9 3.6 3.7 2.3 2.5


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Singapore '11 86 54.7 27.4 13.1 1.0 5.5 2.0

0

25

50

75

Singapore '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Singapore '11 86 47.8 25.0 21.6 1.0 0.6 21.5 1.8

0

25

50

75

Singapore '11


（％）

128

Singapore



departure.




"Visiting" (21.6%).

▽ In terms of means of booking, "Web / e-mail" (54.7%) comprised the largest percentage and was followed by "Visiting” (27.4%) and "By

telephone" (13.1%).

▽ A look at the destinations simultaneously considered by those who considered Singapore shows that "Hong Kong / Macau" (26.8%) comprised

the largest percentage, followed by "Taiwan" (26.1%). In terms of actual destinations visited, "Singapore" (38.8%) comprised the largest

percentage, followed by "Korea" (10.5%).

▽ Among the responses given as the reasons for considering, "Seems safe" (32.2%) comprised the largest percentage, followed by "Suited my

date of departure, date of return, day of the week, travel period, etc." (29.5%). Among the responses given as the reason for deciding, "Seems

safe" (10.4%) comprised the largest percentage.

▽ A look at key factors and points considered important when deciding on a tour shows that "Travel agency is very reliable" (49.5%) comprised

the largest percentage and followed by "Price is cheap for the content" (49.2%).




■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Singapore '11Reason for deciding Singapore '11


destinations

/Total '11

Singapore '11

All

destinations

/Total '11

Singapore '11

(n=4265) (n=86) (n=4265) (n=86)


Suited my budget 29.1 　 26.0 7.6 　 8.1

Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.9 ○ 16.4 2.5 　 6.6







It was a location I had wanted to go to from before 21.2 ▲ 14.1 8.5 ▲ 3.1









Seems safe 19.6 ◎ 32.2 2.5 ○ 10.4


Food seems good 18.3 　 16.7 3.4 　 4.6

City seems good 15.2 　 15.1 2.8 　 2.0

Prices seems cheap 20.0 ▲ 14.2 3.3 　 2.0

Hygienic 4.9 ○ 14.2 0.1 　 0.7

Nature seems good 19.5 ▲ 11.3 3.9 　 ―



Timing of the trip seems good (best season at that destination, etc.) 7.6 　 4.4 1.8 　 ―

Other 9.6 　 10.9 6.7 ○ 12.6

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 Singapore '11

Reason for deciding Singapore '11

（％）

Sample

100.0 26.8 26.1 25.9 17.5 16.3 14.4 14.1 13.1 12.2 11.9 10.0 10.0 9.9 9.0 8.8 8.5 8.2 7.5 7.4 7.3 7.0

( 222 ) ( 59 ) ( 58 ) ( 57 ) ( 39 ) ( 36 ) ( 32 ) ( 31 ) ( 29 ) ( 27 ) ( 26 ) ( 22 ) ( 22 ) ( 22 ) ( 20 ) ( 20 ) ( 19 ) ( 18 ) ( 17 ) ( 16 ) ( 16 ) ( 15 )

38.8 5.1 9.7 10.5 5.0 3.1 2.9 1.4 4.4 0.9 4.1 3.9 2.3 0.8 1.5 1.7 2.3 0.3 0.3 * 1.2 1.9

( 86 ) ( 11 ) ( 22 ) ( 23 ) ( 11 ) ( 7 ) ( 6 ) ( 3 ) ( 10 ) ( 2 ) ( 9 ) ( 9 ) ( 5 ) ( 2 ) ( 3 ) ( 4 ) ( 5 ) ( 1 ) ( 1 ) * ( 3 ) ( 4 )

222 38.7 18.6 37.9 40.4 28.2 19.4 18.8 9.7 34.5 7.4 34.6 40.9 22.7 9.1 15.0 20.0 26.3 5.6 5.9 * 18.8 26.7



Singapore

222


area considered

222



considered the Singapore

Germany BeijingSingapore

Hong

Kong

/ Macau

Taiwan Korea

Thailand

(other

than Thai

beaches)

GuamHawaii

(Oahu)Oceania

Malaysia

(other

than

beach

resorts)

Bali Vietnam ShanghaiMalaysian

beachesSaipan France Italy

Thai

beaches

(other

than

Phuket)

Phuket

Hawaii

(other

than

Oahu)

Hokkaido

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Singapore

Destinations actually visited by those who considered the Singapore

（％）

129

Singapore



















All

destinations

/Total '11

Singapore '11

(n=2639) (n=44)


Cheap 25.9 ○ 31.0












There are direct flights 19.0 ○ 27.8



Cabin crew provides good service 2.1 ○ 9.9

Full lineup of in-flight food is offered 2.1 ○ 8.3



The flight suits my schedule 21.4 × 6.0





























Travel agency is good at what it does 8.9 ○ 15.7









Can increase or decrease the number of nights 2.9 ◎ 13.1







All meals provided 14.0 × ―






Other 1.2 　 ―


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt


0 20 40 60

Items considered important Singapore '11（％）

130

Singapore








Singapore '11


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=85) 99.3

(n=81) 98.2

(n=28) 90.4

(n=82) 92.0

(n=69) 88.5

(n=35) 91.7

(n=85) 86.7

(n=85) 97.0

(n=55) 94.5

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

21.6

21.7

25.8

15.4

16.7

26.9

16.7

21.3

6.0

3.0

0.9

2.9

10.3

0.7

1.6

3.6

5.0

10.6

5.4

3.0

73.2

80.4

59.8

75.0

73.1

66.2

68.7

76.6

76.0% 23.3

-

-

3.9

1.8

2.2

0.7

131

Singapore



(97.0%) and "Night life" (94.5%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Thailand (other than Thai beaches) '11 (n=174) 10.2


18.9 15.7 9.4

14.2

10.1

17.1

12.2

14.4

5.0

8.6

11.4

10.5

6.5

4.5

14.5

9.8

15.6%

4.3

4.8

11.5

16.1

22.4

27.9

14.6

49,999

yen

or less

50,000-

99,999

yen

100,00-

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)

27.0 16.6

30.8

12.7

18.5

14.6

17.0

11.6

7.2

8.9 7.7

10.2

5.0

10.0%

31.4

25.3 29.6

3.1

4.8

2.7

5.2


more

Average

(times）

●Legend



18.6

18.3

12.2

7.6

53.1

67.21.8

4.5%

5.0

11.5


●Legend


Thailand (other than Thai beaches) '11 (n=174)

51.9

67.132.9

48.1%


(yrs）

●Legend



21.3

17.1

18.4

19.4

41.4

49.913.7

19.0%

Male Female

●Legend



51.1

29.570.5

48.9%

132

Thailand (other than Thai beaches)








▽ Accompanying travelers: "Travel alone" (35.1%) comprised the largest percentage and was followed by "With

friend (alone)" (16.8%) and "With friends (3 or more)" (16.7%).


by "To relax and rest" (51.3%).




Profile






Travel Outline

■Travel expenses










transportation."


●Legend




31.6

38.0

38.1

68.4

62.0

61.9%



（％）

Average


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)

'11 174 24.6 24.2 9.4 12.7 9.1 10.5 8.5 1.0 14.3 11.9

'10 193 24.7 29.2 4.7 20.0 10.4 5.5 5.0 0.5 13.5 9.9

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)

'11 174 4.4 14.1 28.5 23.1 10.1 11.6 4.8 3.4 5.4 2.4

'10 193 9.4 7.9 23.7 21.7 18.1 13.3 3.6 2.4 5.7 2.6

'11 174 7.1 8.6 29.9 24.5 17.9 5.2 3.4 3.4 2.5 2.4

'10 193 6.9 12.1 24.4 23.4 21.0 8.0 1.7 2.4 2.7 2.2

'11 174 17.8 8.7 17.6 16.9 16.5 11.5 7.6 3.4 2.6 3.3

'10 193 15.7 6.4 21.7 18.5 14.4 14.4 6.5 2.4 2.9 3.1

'11 82 1.7 8.1 14.1 20.2 22.3 11.7 14.7 7.2 6.6 4.6

'10 * * * * * * * * * * *Accommodations


Total amount

Shopping

Meals

Thailand (other than Thai beaches) '11


（％）

All

destinations

/Total '11

Thailand

(other than

Thai

beaches)

'11

(n=5094) (n=174)





5 To shop 44.7 41.7





















26 To view art 14.4 0.9







Other 5.1 5.1

All

destinations

/Total '11

(n=5094) (n=174)








Honeymoon 3.5 ―


Other 6.6 2.9

Thailand

(other than

Thai beaches)

'110 10 20 30 40


Thailand (other than Thai beaches) '11 （％）

（％）


included in

the package

※

applied for in

japan

applied for

on the spot

(n=50) (n=174) (n=174)










10 Golfing 3.5 6.4 5.3

10 Night tour 3.5 1.4 1.0



14 Theme park ― 0.3 ―

14 Aquariums/zoos ― ― 0.9






14 Other sports ― ― 1.9


14 Sports viewing ― ― 0.3

14 Other event viewing ― ― 0.9


14 Instruction ― 0.4 0.5

14 Trains ― 0.5 1.3

14 Car rental ― 3.5 2.5

Other ― 2.0 1.4

Nothing 1.6 68.2 61.1

Don't know or don't remember ― ― ―



133











"no answer."





the destination).




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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Thailand

(other than

Thai beaches)

'11



When booked 159 5.3 5.6 18.4 17.2 31.3 8.4 9.2 4.2 0.5 2.3 2.3


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Thailand (other than Thai beaches) '11 159 66.4 20.4 9.7 0.7 0.5 14.4 1.2

0

25

50

75



（％）

134




departure.


highest percentage by far, followed by "Guidebooks ( 'Chikyuu no arukikata,' etc.)" (15.6%) and "Feedback and introductions (word-of-mouth)

of friends, acquaintances, family members" (12.4%).


"Visiting" (9.7%).


telephone" (12.2%).

▽ A look at the destinations simultaneously considered by those who considered Thailand (other than Thai beaches) shows that "Vietnam"

(20.1%) comprised the largest percentage, followed by "Thai beaches (other than Phuket)" (19.4%). In terms of actual destinations visited,

"Thailand (other than Thai beaches)" (61.4%) comprised the largest percentage, followed by "Thai beaches (other than Phuket)" (5.5%).

▽ Among the responses given as the reasons for considering, "Prices seem cheap" (39.0%) comprised the largest percentage, followed by

"Suited my budget" (29.8%). Among the responses given as the reason for deciding, "I have family members, relatives, acquaintances, friends

at the destination" (21.2%) comprised the largest percentage.


the largest percentage and followed by "Hotel location is good" (41.0%) and "Travel agency is very reliable" (40.9%).




■Means of inquiry


■Means of booking


Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Thailand (other than Thai beaches) '11 159 75.7 13.8 12.2 1.8 0.5 1.6

0

20

40

60

80



（％）

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

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.)

Info

rmat

ion m

agaz

ines

sent

from

trav

el a

gents

and

airlin

es

New

spap

er

ads

Acqu

ainta

nces

at t

rave

l

agencie

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

Direct

mai

l and

mem

bers

mag

azin

es

from

cre

dit

car

d

com

panie

s

Mobi

le s

ites

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

TV

pro

gram

s an

d com

merc

ials

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Thailand (other than Thai beaches)'11 159 85.3 15.6 12.4 11.9 7.9 4.5 3.5 3.4 2.2 2.1 1.8 1.3 1.1 0.5 0.3 0.3 ― ― 0.5 3.1

0

20

40

60

80

100

Thailand (other than Thai beaches)'11


（％）

＊ "Web/e-mail" combines "by

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

Internet or text

(smartphone)," and "by

Internet or text (mobile

phone)."



Reasons for considering Thailand (other than Thai beaches) '11Reason for deciding Thailand (other than Thai beaches) '11

Reasons for considering Reason for deciding

All

destinations

/Total '11

Thailand

(other than

Thai beaches)

'11

All

destinations

/Total '11

Thailand

(other than

Thai beaches)

'11

(n=4265) (n=159) (n=4265) (n=159)

Suited my budget 29.1 　 29.8 7.6 　 9.7




I just happened to discover a good travel product 11.4 ▲ 6.4 3.8 　 ―



I have family members, relatives, acquaintances, friends at the destination 11.0 ◎ 26.0 7.3 ◎ 21.2











Prices seems cheap 20.0 ◎ 39.0 3.3 　 5.5

Food seems good 18.3 　 17.3 3.4 　 2.9


Seems safe 19.6 　 16.2 2.5 　 3.8



City seems good 15.2 ▲ 8.1 2.8 　 0.5



Hygienic 4.9 　 3.0 0.1 　 ―

Other 9.6 　 11.2 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

Reasons for considering Thailand (other than Thai beaches) '11

Reason for deciding Thailand (other than Thai beaches) '11

（％）

Sample

100.0 20.1 19.4 16.1 15.0 13.0 12.9 8.6 7.9 7.8 7.8 7.5 7.3 5.8 4.8 4.4 4.1 4.0 4.0 3.8 3.8 3.5

( 259 ) ( 52 ) ( 50 ) ( 42 ) ( 39 ) ( 34 ) ( 33 ) ( 22 ) ( 21 ) ( 20 ) ( 20 ) ( 19 ) ( 19 ) ( 15 ) ( 12 ) ( 11 ) ( 11 ) ( 10 ) ( 10 ) ( 10 ) ( 10 ) ( 9 )

61.4 3.8 5.5 5.0 5.1 3.5 4.6 2.4 1.1 1.4 0.5 2.4 3.1 1.2 ― 0.4 * 1.4 * 1.0 1.0 0.3

( 159 ) ( 10 ) ( 14 ) ( 13 ) ( 13 ) ( 9 ) ( 12 ) ( 6 ) ( 3 ) ( 4 ) ( 1 ) ( 6 ) ( 8 ) ( 3 ) ( 0 ) ( 1 ) * ( 4 ) * ( 3 ) ( 3 ) ( 1 )

259 61.4 19.2 28.0 31.0 33.3 26.5 36.4 27.3 14.3 20.0 5.0 31.6 42.1 20.0 ― 9.1 * 40.0 * 30.0 30.0 11.1

259

Destinations simultaneously considered

by those who considered the Thailand

(other than Thai beaches)


who considered the Thailand (other

than Thai beaches)

259

KyushuMalaysian

beachesHokkaido

Hawaii

(Oahu)Shanghai

Malaysia

(other

than

beach

resorts)

Guam BaliPhuket

Other

China

(exc.

Hong

Kong and

Macau)

Oceania

Other

places in

Asia

Singapore

Hong

Kong

/ Macau

Korea Cambodia

Thailand

(other

than Thai

beaches)

Vietnam

Thai

beaches

(other

than

Phuket)

Taiwan Saipan

Indonesia

(other

than

beach

resorts)


area considered

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)

（％）

135




















All

destinations

/Total '11

Thailand

(other than

Thai beaches)

'11

(n=2639) (n=50)


Cheap 25.9 ○ 32.6













Departs from nearest airport 7.3 ○ 14.4







I earn miles on the airline I use 8.6 ▲ 2.8

































Travel agency is familiar 13.9 × 3.5

















Other 1.2 　 ―


Budg

et

and

conte

nt


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

0 20 40 60

Items considered important Thailand (other than Thai beaches) '11

（％）

136











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=164) 91.7

(n=148) 91.4

(n=67) 84.6

(n=157) 87.8

(n=144) 88.3

(n=127) 92.7

(n=164) 88.4

(n=164) 82.7

(n=122) 90.9

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

21.7

25.0

21.6

23.7

15.2

28.6

32.8

21.6

1.5

-

3.5

4.3

3.3

1.4

6.9

10.4

4.2

11.9

7.9

8.4

5.9

4.8

6.9

69.3

49.9

59.8

77.5

64.6

66.1

59.6

69.7

76.2% 15.6

4.9

8.6

6.8

137




by "Sightseeing / Viewing" (91.4%) and "Night life" (90.9%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Vietnam '11 (n=86) 6.3

Vietnam '10 (n=93) 7.6

18.9 15.7 9.4

13.9

10.1

12.1

5.3

14.4

4.4

11.4

8.8

4.515.6%

4.8

4.0

22.9

19.1

31.2

39.3

14.1

11.1 0.9 6.4

1.7


●Legend


Vietnam '11 (n=77)

Vietnam '10 (n=81)

61.0

64.3

38.1

39.0

35.7

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=86) 12.0

Vietnam '10 (n=93) 16.8

Average

(tens of

1000s of

yen)

27.0 16.6

27.6

12.7

14.8

18.1

17.0

7.7

16.5

8.9 7.7

7.9

3.1

10.0%

24.4

36.7 33.8

3.6

2.0

1.9

1.9


more

Average

(times）

●Legend


Vietnam '11 (n=86) 15.9

18.6

13.4

12.2

13.5

53.1

65.81.5

4.5%

5.8

11.5


●Legend


Vietnam '11 (n=86)

51.9

34.165.9

48.1%


(yrs）

●Legend


Vietnam '11 (n=86) 45.8

21.3

26.1

18.4

15.4

41.4

43.914.7

19.0%

Male Female

●Legend


Vietnam '11 (n=86)

51.1

50.649.4

48.9%

138

Vietnam









by "With friend (alone)" (22.8%).






Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Vietnam '11

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

'11 86 46.3 27.9 2.2 11.5 5.7 1.6 4.8 ― 14.3 7.6

'10 93 40.9 21.3 6.0 20.9 4.8 6.3 ― ― 13.5 7.0

Average


Vietnam '11

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

'11 86 9.7 10.4 33.8 22.7 14.5 5.2 3.8 ― 5.4 2.1

'10 93 5.8 14.0 22.4 21.7 15.3 14.5 3.5 2.9 5.7 2.5

'11 86 16.5 25.0 38.0 7.2 6.5 6.8 ― ― 2.5 1.3

'10 93 20.2 18.1 24.3 10.2 15.3 9.2 ― 2.9 2.7 1.6

'11 86 15.1 15.4 33.4 13.6 10.4 6.2 6.0 ― 2.6 2.3

'10 93 30.4 8.3 23.9 14.7 9.1 10.8 ― 2.9 2.9 1.6

'11 23 15.2 7.4 2.7 19.9 28.3 19.6 6.9 ― 6.6 4.5

'10 * * * * * * * * * * *Accommodations


Total amount

Shopping

Meals

（％）

All

destinations

/Total '11

Vietnam

'11

(n=5094) (n=86)




4 To shop 44.7 42.3












16 To view art 14.4 10.4
















26 For my hobby / what I'm learning 3.2 ―

Other 5.1 ―

All

destinations

/Total '11

Vietnam

'11

(n=5094) (n=86)








Honeymoon 3.5 0.9


Other 6.6 8.9

0 10 20 30 40

All destinations/Total '11 Vietnam '11

（％）

（％）

Vietnam '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=47) (n=86) (n=86)







7 Island tour 12.1 3.8 3.1



10 Riding (horseback, rafting, etc.) 3.7 ― ―

11 Night tour 3.4 0.7 2.7



13 Aquariums/zoos ― ― 2.0


13 Golfing ― ― 1.2











13 Trains ― 1.0 4.4

13 Car rental ― ― 3.2

Other ― 2.0 1.0

Nothing 3.7 64.4 36.7




139

Vietnam










"no answer."





the destination).




Sample

Inte

rnet

(PC

)

Tra

vel a

gency

pam

phle

ts

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

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

Tra

vel a

gency

counte

rs

New

spap

er

ads

Mobi

le s

ites

Acqu

ainta

nces

at t

rave

l

agencie

s

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

Inte

rnet

(sm

artp

hone, e

tc.)

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


Vietnam'11 77 82.8 29.5 20.8 17.6 14.6 7.4 7.2 7.2 6.4 5.6 5.2 4.3 2.1 1.1 ― ― ― ― ― ―

0

20

40

60

80

100

Vietnam'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Vietnam '11



When booked 77 1.3 ― 24.1 15.3 33.0 14.6 7.5 2.2 2.1 2.3 1.7


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Vietnam '11 77 75.1 14.6 13.2 ― ― 1.1

0

20

40

60

80

Vietnam '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Vietnam '11 77 72.2 33.9 17.0 ― ― 11.2 ―

0

25

50

75

Vietnam '11


（％）

140

Vietnam



departure.




"Visiting" (17.0%).


telephone" (13.2%).

▽ A look at the destinations simultaneously considered by those who considered Vietnam shows that "Thailand (other than beach resorts)"

(26.3%) comprised the largest percentage, followed by "Taiwan" (24.2%) and "Cambodia" (22.5%). In terms of actual destinations visited,

"Vietnam" (39.0%) comprised the largest percentage, followed by "Thailand (other than beach resorts)" (10.8%) and "Cambodia" (10.0%).

▽ Among the responses given as the reasons for considering, "Prices seems cheap" (50.4%) comprised the largest percentage, followed by

"Suited my budget" (42.1%) and "Suited my date of departure, date of return, day of the week, travel period, etc. " (42.0%). Among the

responses given as the reason for deciding, "It was a location I had wanted to go to from before" (15.0%) comprised the largest percentage.






■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Vietnam '11Reason for deciding Vietnam '11


destinations

/Total '11

Vietnam '11

All

destinations

/Total '11

Vietnam '11

(n=4265) (n=77) (n=4265) (n=77)

Suited my budget 29.1 ◎ 42.1 7.6 　 4.7







It was a location I had wanted to go to from before 21.2 ◎ 31.3 8.5 ○ 15.0



I have family members, relatives, acquaintances, friends at the destination 11.0 　 15.7 7.3 ○ 13.7

I had been there before and found that it was good 18.5 ▲ 10.0 6.5 ▲ 0.7

I felt like going after seeing it on TV, in a magazine, on the web, etc. 10.1 　 9.7 1.3 ○ 6.4




I was interested in a particular event, activity 5.8 　 1.3 3.0 　 ―


Prices seems cheap 20.0 ◎ 50.4 3.3 ○ 12.0

Seems safe 19.6 　 18.3 2.5 　 2.3

Food seems good 18.3 　 17.6 3.4 　 4.1

Nature seems good 19.5 ▲ 14.3 3.9 　 4.6

Climate seems good 18.5 ▲ 11.9 2.6 　 ―


City seems good 15.2 ▲ 8.5 2.8 　 1.1



Hygienic 4.9 　 2.3 0.1 　 ―

Other 9.6 　 8.4 6.7 　 4.1

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 20 40 60

Reasons for considering Vietnam '11

Reason for deciding Vietnam '11

（％）

Sample

100.0 26.3 24.2 22.5 18.6 17.7 13.4 13.1 11.3 11.2 10.8 9.1 8.0 7.6 7.4 6.9 5.8 5.5 5.3 5.3 5.0 4.5

( 197 ) ( 52 ) ( 48 ) ( 44 ) ( 37 ) ( 35 ) ( 26 ) ( 26 ) ( 22 ) ( 22 ) ( 21 ) ( 18 ) ( 16 ) ( 15 ) ( 15 ) ( 14 ) ( 11 ) ( 11 ) ( 10 ) ( 10 ) ( 10 ) ( 9 )

39.0 10.8 6.7 10.0 8.6 5.0 2.5 5.0 0.4 4.8 1.9 0.8 0.3 2.3 1.5 ― 1.7 ― 1.9 1.7 0.4 0.7

( 77 ) ( 21 ) ( 13 ) ( 20 ) ( 17 ) ( 10 ) ( 5 ) ( 10 ) ( 1 ) ( 9 ) ( 4 ) ( 1 ) ( 1 ) ( 4 ) ( 3 ) ( 0 ) ( 3 ) ( 0 ) ( 4 ) ( 3 ) ( 1 ) ( 1 )

197 39.1 40.4 27.1 45.5 45.9 28.6 19.2 38.5 4.5 40.9 19.0 5.6 6.3 26.7 20.0 ― 27.3 ― 40.0 30.0 10.0 11.1Rate of actual visit to country /

area considered

Spain

Indonesia

(other

than

beach

resorts)

Vietnam

Thailand

(other

than Thai

beaches)

Taiwan Cambodia Korea

Hong

Kong

/ Macau

Singapore Bali Oceania

Other

China

(exc.

Hong

Kong and

Macau)

Thai

beaches

(other

than

Phuket)

Malaysian

beachesPhuket

Malaysia

(other

than

beach

resorts)

Shanghai Guam Beijing Italy Egypt India

197



the Vietnam


who considered the Vietnam197

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Vietnam

Destinations actually visited by those who considered the Vietnam

（％）

141

Vietnam


















All

destinations

/Total '11

Vietnam '11

(n=2639) (n=47)






Cheap 25.9 ▲ 19.8


There is city sightseeing 11.1 ○ 16.6





The flight suits my schedule 21.4 ◎ 31.7


























Checkout time is late 1.9 ◎ 12.2




The room is designated 2.3 ○ 8.4






Travel agency response is thorough 15.7 ○ 21.1

Travel agency has ability to make arrangements 8.0 ◎ 18.8


Travel agency is good at what it does 8.9 ○ 17.2




















Other 1.2 　 ―


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt


0 20 40 60 80

Items considered important Vietnam '11（％）

142

Vietnam








Vietnam '11


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) 83.2

(n=72) 78.0

(n=14) 79.6

(n=74) 83.5

(n=67) 71.7

(n=36) 86.2

(n=74) 77.5

(n=74) 69.9

(n=28) 76.4

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

26.6

12.0

33.4

32.8

45.7

48.6

49.8

51.1

2.1

7.8

-

4.9

6.2

2.3

11.0

26.0

14.1

20.4

11.6

22.2

11.5

11.5

4.0

25.3

20.1

28.8

40.5

38.9

50.0

67.7

51.4

63.3% 19.9

9.6

14.2

14.7

143

Vietnam



by "Meals" (83.5%) and "Sightseeing / Viewing" (78.0%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Bali '11 (n=96) 7.3

Bali '10 (n=152) 7.0

18.9 15.7 9.4

17.2

10.1

12.9

16.2

14.4

6.2

17.2

11.4 4.515.6%

2.9

2.4

7.7

6.2

32.5

28.8

28.8

8.7

4.1

3.3

4.8


●Legend


Bali '11 (n=78)

Bali '10 (n=126)

69.3

73.6

38.1

30.7

26.4

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=96) 15.2

Bali '10 (n=152) 15.1

Average

(tens of

1000s of

yen)

27.0 16.6

30.5

12.7

14.6

19.7

17.0

17.4

13.4

8.9

3.4

2.0

7.7

3.8

1.1

10.0%

24.9

17.7 42.1

5.6

3.8


more

Average

(times）

●Legend


Bali '11 (n=96) 16.47.2

18.6

15.5

12.2

6.7

53.1

63.3

4.5%

7.3

11.5


●Legend


Bali '11 (n=96)

51.9

51.948.1

48.1%


(yrs）

●Legend


Bali '11 (n=96) 42.7

21.3

20.2

18.4

28.6

41.4

32.219.1

19.0%

Male Female

●Legend


Bali '11 (n=96)

51.1

59.840.2

48.9%

144

Bali











by "Beauty treatments and massages" (59.4%).




Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Bali '11

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

'11 96 16.7 29.0 8.8 23.3 9.4 4.9 7.9 ― 14.3 11.9

'10 152 25.6 27.2 6.7 17.6 7.9 6.3 7.8 0.9 13.5 11.2

Average


Bali '11

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

'11 96 6.6 6.4 23.3 16.0 20.6 23.6 3.6 ― 5.4 3.0

'10 152 6.3 11.3 21.1 18.8 18.8 16.5 6.1 0.9 5.7 3.3

'11 96 10.2 7.7 33.2 23.0 12.2 13.1 0.6 ― 2.5 2.0

'10 152 9.7 10.2 25.5 24.5 11.8 15.2 2.2 0.9 2.7 2.3

'11 96 11.0 12.5 24.9 13.2 19.2 13.5 5.7 ― 2.6 2.6

'10 152 11.9 4.2 24.0 16.8 22.2 12.1 8.0 0.9 2.9 3.0

'11 19 ― ― 11.8 23.4 30.5 11.3 22.9 ― 6.6 8.6

'10 * * * * * * * * * * *Accommodations


Total amount

Shopping

Meals

（％）

All

destinations

/Total '11

Bali

'11

(n=5094) (n=96)



3 To shop 44.7 47.1










13 To view art 14.4 13.2



















29 To improve my language ability 4.4 ―

Other 5.1 3.1

All

destinations

/Total '11

Bali

'11

(n=5094) (n=96)








Honeymoon 3.5 4.8


Other 6.6 10.0

0 10 20 30

All destinations/Total '11 Bali '11

（％）

（％）

Bali '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=54) (n=96) (n=96)














11 Golfing ― ― 3.3


11 Other marine sports ― 4.3 5.5







11 Other event viewing ― 0.9 ―


11 Night tour ― 1.1 4.0


11 Trains ― ― 1.6

11 Car rental ― 2.3 4.9

Other 7.2 2.5 0.6

Nothing 5.4 46.1 33.3




145

Bali










"no answer."





the destination).




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

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

Acqu

ainta

nces

at t

rave

l

agencie

s

TV

pro

gram

s an

d com

merc

ials

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

Seik

yo p

amph

lets

and

counte

rs

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

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

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Bali'11 78 88.7 36.3 16.9 14.3 13.9 10.2 9.3 4.8 3.3 3.1 2.2 1.8 1.3 1.1 1.0 1.0 0.8 ― ― 1.3

0

20

40

60

80

100

Bali'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Bali '11

When first thought of traveling 78 12.9 22.3 29.7 16.9 10.4 2.8 1.8 ― 3.3 4.6 4.4


When booked 78 3.6 10.4 20.5 26.4 22.9 8.4 4.7 1.8 1.3 2.3 2.5


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Bali '11 78 48.0 27.2 26.1 ― ― 1.1

0

25

50

75

Bali '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Bali '11 78 60.8 45.5 29.3 1.1 0.8 3.7 ―

0

25

50

75

Bali '11


（％）

146

Bali



departure.




"Visiting" (29.3%).


telephone" (26.1%).

▽ A look at the destinations simultaneously considered by those who considered Bali shows that "Guam" (24.8%) comprised the largest

percentage, followed by "Hawaii (Oahu)" (20.5%). In terms of actual destinations visited, "Bali" (39.6%) comprised the largest percentage,


▽ Among the responses given as the reasons for considering, "Nature seems good" (35.4%) comprised the largest percentage, followed by "I had

been there before and found that it was good" (35.1%) and "Suited my budget" (31.9%). Among the responses given as the reason for

deciding, "I had been there before and found that it was good" (16.0%) comprised the largest percentage.


largest percentage and followed by "Hotel ambiance is good" (44.9%) and "Hotel grade is high" (43.4%).




■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Bali '11 Reason for deciding Bali '11


destinations

/Total '11

Bali '11

All

destinations

/Total '11

Bali '11

(n=4265) (n=78) (n=4265) (n=78)

Suited my budget 29.1 　 31.9 7.6 　 8.1














I was interested in a particular event, activity 5.8 　 6.2 3.0 　 ―





Prices seems cheap 20.0 ○ 28.8 3.3 　 4.4

Climate seems good 18.5 ○ 26.6 2.6 　 5.2

Hospitality seems good 7.7 ◎ 19.8 1.1 　 2.2

Food seems good 18.3 　 15.8 3.4 　 ―

Hotel I want to stay at seems good 4.7 ◎ 14.9 1.3 　 3.6

City seems good 15.2 　 13.8 2.8 　 ―

Seems safe 19.6 ▲ 9.9 2.5 　 0.7

Timing of the trip seems good (best season at that destination, etc.) 7.6 ▲ 2.3 1.8 　 ―

Hygienic 4.9 　 1.1 0.1 　 ―

Other 9.6 ▲ 3.1 6.7 ▲ ―

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 Bali '11

Reason for deciding Bali '11

（％）

Sample

100.0 24.8 20.5 19.5 17.5 14.6 14.5 14.1 13.8 13.6 13.2 13.1 11.9 11.3 11.2 11.0 10.9 8.9 8.7 8.5 8.0 7.5

( 198 ) ( 49 ) ( 41 ) ( 39 ) ( 35 ) ( 29 ) ( 29 ) ( 28 ) ( 27 ) ( 27 ) ( 26 ) ( 26 ) ( 24 ) ( 22 ) ( 22 ) ( 22 ) ( 22 ) ( 18 ) ( 17 ) ( 17 ) ( 16 ) ( 15 )

39.6 5.8 6.5 2.4 1.3 2.1 4.4 1.4 2.2 1.8 6.6 1.7 4.0 3.8 ― * 1.1 0.7 0.5 4.1 1.8 1.0

( 78 ) ( 11 ) ( 13 ) ( 5 ) ( 3 ) ( 4 ) ( 9 ) ( 3 ) ( 4 ) ( 4 ) ( 13 ) ( 3 ) ( 8 ) ( 8 ) ( 0 ) * ( 2 ) ( 1 ) ( 1 ) ( 8 ) ( 4 ) ( 2 )

198 39.4 22.4 31.7 12.8 8.6 13.8 31.0 10.7 14.8 14.8 50.0 11.5 33.3 36.4 ― * 9.1 5.6 5.9 47.1 25.0 13.3


those who considered the Bali198


area considered

198



considered the Bali

Indonesia

n

beaches

(other

than Bali)

ItalyBali GuamHawaii

(Oahu)Phuket Oceania

Malaysian

beachesSaipan Maldives

Thai

beaches

(other

than

Phuket)

Singapore Korea Vietnam TaiwanCebu

IslandTahiti Okinawa

Hawaii

(other

than

Oahu)

FranceNew

Caledonia

Hong

Kong

/ Macau

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Bali

Destinations actually visited by those who considered the Bali

（％）

147

Bali



















All

destinations

/Total '11

Bali '11

(n=2639) (n=54)


Cheap 25.9 ○ 33.7












There are direct flights 19.0 ◎ 32.9















I earn miles on an affiliated airline 2.6 　 ―







Transportation is provided to and from hotel 10.0 ◎ 30.6

Hotel security is good 8.2 ◎ 20.9






















There are leisure related perks 2.2 ○ 8.5













Other 1.2 　 ―


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

Budg

et

and

conte

nt


0 20 40 60

Items considered important Bali '11（％）

148

Bali








Bali '11


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=92) 93.9

(n=88) 90.7

(n=48) 87.6

(n=90) 85.6

(n=82) 81.4

(n=82) 95.3

(n=92) 88.4

(n=92) 77.8

(n=43) 80.8

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

15.1

19.3

20.6

21.3

14.8

26.6

32.2

35.1

1.9

0.9

1.8

8.0

10.9

1.8

7.5

17.2

10.7

8.4

10.6

6.4

7.7

4.0

5.0

8.545.8

45.7

61.8

80.6

60.0

65.0

68.3

75.6

82.2% 11.7

2.9

4.3

149

Bali



by "Sightseeing / Viewing" (90.7%) and "Local Hospitality" (88.4%).











3 days


8-

9 days

10-

14 days

15 days

or more

Average

(days)

●Legend


Oceania '11 (n=151) 12.2

Oceania '10 (n=152) 11.9

18.9 15.7 9.4

14.5

10.1

21.7

19.0

14.4

17.1

18.8

11.4

11.6

9.1

4.5

11.7

12.7

15.6%

1.6

1.1

2.6

2.8

20.4

21.9

13.2


●Legend


Oceania '11 (n=128)

Oceania '10 (n=129)

50.6

61.1

38.1

49.4

38.9

61.9%

49,999

yen

or less

50,000-

99,999

yen

100,00-

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 '11 (n=151) 23.6

Oceania '10 (n=152) 25.7

Average

(tens of

1000s of

yen)

27.0 16.6

12.0

12.7

23.1

15.5

17.0

25.0

35.2

8.9

15.0

14.5

7.7

13.42.6

1.2

10.0%

6.7

7.6 15.1 12.9


more

Average

(times）

●Legend


Oceania '11 (n=151) 10.47.5 16.4

18.6

20.0

12.2

10.8

53.1

45.3

4.5% 11.5


●Legend


Oceania '11 (n=151)

51.9

40.359.7

48.1%


(yrs）

●Legend


Oceania '11 (n=151) 41.6

21.3

24.5

18.4

14.9

41.4

32.428.2

19.0%

Male Female

●Legend


Oceania '11 (n=151)

51.1

50.050.0

48.9%

150

Oceania










▽ In terms of purposes of travel, "To enjoy nature" (55.5%) comprised the largest percentage and was followed

by "To visit famous sites and historic spots" (42.9%) and "To relax and rest" (42.8%).




Profile






Travel Outline

■Travel expenses










transportation."



（％）

Average


Oceania '11

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

'11 151 13.7 13.7 11.3 22.4 14.7 5.7 16.4 2.2 14.3 15.2

'10 152 12.4 16.7 8.2 23.5 13.4 11.0 14.2 0.6 13.5 15.6

Average


Oceania '11

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

'11 151 4.4 3.4 20.9 22.1 21.0 17.4 8.5 2.2 5.4 4.1

'10 152 1.8 2.8 13.8 24.0 16.4 23.3 16.1 1.7 5.7 5.1

'11 151 8.6 4.9 16.0 21.1 22.7 18.6 6.0 2.2 2.5 3.4

'10 152 8.0 3.6 13.9 20.7 25.7 18.4 8.0 1.7 2.7 3.4

'11 151 10.1 3.2 14.7 18.3 17.3 23.0 10.4 2.9 2.6 4.1

'10 152 11.6 2.9 9.1 9.6 16.1 31.0 18.0 1.7 2.9 4.9

'11 45 ― 3.4 15.4 1.8 21.8 35.4 22.3 ― 6.6 7.6

'10 * * * * * * * * * * *

Total amount

Shopping

Accommodations

Meals


（％）

All

destinations

/Total '11

Oceania

'11

(n=5094) (n=151)







7 To shop 44.7 26.7






















29 To view art 14.4 1.5




Other 5.1 8.2

All

destinations

/Total '11

Oceania

'11

(n=5094) (n=151)








Honeymoon 3.5 10.5


Other 6.6 3.1

0 10 20 30

All destinations/Total '11 Oceania '11

（％）

（％）

Oceania '11

included in

the package

※

applied for in

japan

applied for

on the spot

(n=65) (n=151) (n=151)




4 Island tour 18.9 13.9 5.4







11 Night tour 5.9 4.5 4.0


13 Theme park 5.3 2.5 4.0

14 Trains 4.4 4.5 1.7

15 Other sports 2.9 ― 1.1

16 Golfing 2.7 2.9 3.6

16 Sports viewing 2.7 1.7 ―


19 Safari jungle tour 2.2 1.6 1.1


20 Car rental 1.3 11.7 1.6




22 Viewing of theater, musicals, concert, shows, etc. ― 0.4 4.5


22 Gambling ― 0.5 2.1


Other 0.8 2.8 3.5

Nothing 2.4 42.0 38.8




151

Oceania










"no answer."





the destination).




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

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

New

spap

er

ads

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

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

Fre

e fly

ers

and

flyers

in

new

spap

ers

Mobi

le s

ites

Seik

yo p

amph

lets

and

counte

rs

Inte

rnet

(sm

artp

hone, e

tc.)

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

Oth

er

I do

n't r

eal

ly g

ather

info

rmat

ion


Oceania'11 128 83.2 40.2 20.2 16.0 14.8 12.0 9.1 4.3 2.5 1.9 1.7 1.7 1.6 1.2 1.2 0.8 0.4 0.4 3.1 1.3

0

20

40

60

80

100

Oceania'11


（％）

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 1week

prior to

departure

Don't know/

Don't

remember

All

destinations

/Total '11

Oceania '11

When first thought of traveling 128 22.6 22.5 26.4 11.5 8.7 ― ― 2.9 5.2 4.6 5.6

When started considering 128 9.6 17.1 27.9 19.1 15.7 3.8 ― 2.9 3.8 3.0 3.6

When booked 128 4.4 12.8 18.1 21.4 29.1 3.4 4.5 3.4 2.8 2.3 2.6


10

20

30

40

50



When booked

（％）

Sample

Web/

e-mail *Visiting

By


Don't

know/

Don't

remember


Oceania '11 128 60.0 26.8 11.9 0.8 0.8 1.8

0

25

50

75

Oceania '11


（％）

Sample

Web/

e-mail *

By


Haven't

really

inquired

Don't

know/

Don't

remember


Oceania '11 128 60.5 25.4 23.0 0.6 0.8 8.7 1.1

0

25

50

75

Oceania '11


（％）

152

Oceania



departure.




"Visiting" (23.0%).


telephone" (11.9%).

▽ A look at the destinations simultaneously considered by those who considered Oceania shows that "Hawaii (Oahu)" (20.2%) comprised the

largest percentage, followed by "France" (15.3%). In terms of actual destinations visited, "Oceania" (38.8%) comprised the largest percentage,


▽ Among the responses given as the reasons for considering, "Nature seems good" (36.0%) comprised the largest percentage, followed by

"Climate seems good" (29.7%) and "Seems safe" (28.7%). Among the responses given as the reason for deciding, "I have family members,

relatives, acquaintances, friends at the destination" (10.4%) comprised the largest percentage.






■Means of inquiry


■Means of booking





(mobile phone)."



Reasons for considering Oceania '11Reason for deciding Oceania '11


destinations

/Total '11

Oceania '11

All

destinations

/Total '11

Oceania '11

(n=4265) (n=128) (n=4265) (n=128)


Suited my budget 29.1 　 24.8 7.6 　 9.3






I was interested in a particular sightseeing spot 17.0 ○ 23.2 4.7 　 5.0













Seems safe 19.6 ○ 28.7 2.5 　 3.9

City seems good 15.2 　 16.0 2.8 　 ―

Hygienic 4.9 　 9.6 0.1 　 ―



Food seems good 18.3 × 8.1 3.4 　 0.8



Other 9.6 　 10.8 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 Oceania '11

Reason for deciding Oceania '11

（％）

Sample

100.0 20.2 15.3 14.4 14.1 12.7 12.1 12.0 10.5 9.5 9.5 9.5 9.2 8.2 8.1 8.0 7.6 7.3 7.1 7.0 6.8 6.7

( 329 ) ( 67 ) ( 51 ) ( 47 ) ( 47 ) ( 42 ) ( 40 ) ( 39 ) ( 35 ) ( 31 ) ( 31 ) ( 31 ) ( 30 ) ( 27 ) ( 27 ) ( 26 ) ( 25 ) ( 24 ) ( 23 ) ( 23 ) ( 22 ) ( 22 )

38.8 10.3 3.4 4.4 2.6 3.3 2.4 2.1 2.9 2.1 1.4 1.8 1.6 4.1 1.1 2.4 1.9 * 2.3 1.0 1.2 2.0

( 128 ) ( 34 ) ( 11 ) ( 14 ) ( 9 ) ( 11 ) ( 8 ) ( 7 ) ( 10 ) ( 7 ) ( 5 ) ( 6 ) ( 5 ) ( 13 ) ( 4 ) ( 8 ) ( 6 ) * ( 8 ) ( 3 ) ( 4 ) ( 7 )

329 38.9 50.7 21.6 29.8 19.1 26.2 20.0 17.9 28.6 22.6 16.1 19.4 16.7 48.1 14.8 30.8 24.0 * 34.8 13.0 18.2 31.8

329



considered the Oceania



Oceania

329

Hong

Kong

/ Macau

Okinawa

Other

nations in

west

Europe

MaldivesSaipan Taiwan Germany USA EastBali UK Spain Singapore

Hawaii

(other

than

Oahu)

GuamCanada

/ Alaska

USA

WestOceania

Hawaii

(Oahu)France Italy

New

CaledoniaVietnam


area considered

0

20

40

60

80

100

Destinations simultaneously considered by those who considered the Oceania

Destinations actually visited by those who considered the Oceania

（％）

153

Oceania

Of the 329 respondents who considered Oceania

・those who actually visited Australia / those who considered Australia = 124 / 271

・those who actually visited New Zealand / those who considered New Zealand = 24 / 101

・those who actually visited other Oceania / those who considered other Oceania = 4 / 16



※ Of those who considered Oceania (Australia, New Zealand, other Oceania) as destinations, those who actually visited either area were counted in "Destinations actually visited."

















All

destinations

/Total '11

Oceania '11

(n=2639) (n=65)


Includes spots I want to go to 26.1 ○ 31.2




Cheap 25.9 ▲ 16.5


































































Other 1.2 　 3.3


Budg

et

and

conte

nt


Tra

vel a

gency

Oth

er

Airlin

e a

nd

airp

ort

Accom

moda

tions

0 20 40 60

Items considered important Oceania '11（％）

154

Oceania








Oceania '11


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=147) 96.1

(n=137) 94.2

(n=98) 89.3

(n=145) 78.5

(n=129) 72.9

(n=38) 81.8

(n=147) 90.0

(n=147) 94.2

(n=81) 90.4

Overall




Meals

Night life

Shopping


Massages

Local Hospitality

Safety / Hygiene

16.6

15.3

30.5

26.4

16.9

28.6

23.2

24.5

0.3

0.6

-

7.1

12.3

6.7

4.6

3.7

10.7

14.4

14.8

11.5

5.4

6.065.8

71.0

61.4

64.9

46.5

48.0

74.0

77.5

77.9% 18.2

1.7 4.1

5.2

3.6

155

Oceania


"Sightseeing / Viewing" (94.2%) and "Safety / Hygiene" (94.2%) garnered the largest percentage and was

followed by "Night life" (90.4%) and "Local Hospitality" (90.0%).









Issue : JULY 2011

AB-ROAD Research Center, Travel Information Div. RECRUIT CO.,LTD.GranTokyo SOUTHTOWER,1-9-2 Marunouchi Chiyoda-ku Tokyo

Copyright(C) RECRUIT.CO.,LTD.

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