Expectations of Japanese ecotourists by Masaru Takayama

NPO法人エコロッジ協会www.japan-ecolodge.org

Expectations of Japanese eco-tourists

April 22, 2015President, Spirit of Japan Travel

Masaru Takayama


HISTORY OF ECOTOURISM IN JAPAN

Data from: CONSUMERS’ NEEDS REPORT IN REGARDS TO ECOTOURISM and Ministry of Environment Japan

•1982: IUCN recognizes ecotourism as an effective tool for conservation

•1989: Ogasawara Whale Watching Association founded

•1990: TIES founded

•1991: Japanese Envenronment Agency investigates ecotourism for tourism promotion in Okinawa

•1993: Natural World Heritage sites Shirakami mountains, Yakushima island – ecotour operators open business

•1996: Iriomote Island (Okinawa) Ecotourism Association founded

•1998: Japan Ecotourism Promotion Council founded

•2008: Ecotourism Promotion Law took effect

www.ecolodge.travel www.eco-tourism.jpSpirit of Japan Travel – travel like no other


RECOGNITION OF ECOTOUR IN JAPAN

Data from: CONSUMERS’ NEEDS REPORT IN REGARDS TO ECOTOURISM

•Average of 57% know or heard about it

•In reverse, 40% are indifferent

•8.3% of women 30s and 40s actually participated

•4.8% of women 50 and over participated

•Men are generally less active at 3%

•Least is woman in 20s

Data reflect 500 responses in Tokyo



POTENTIAL JAPANESE ECOTOUIRSTS

Data from: CONSUMERS’ NEEDS REPORT IN REGARDS TO ECOTOURISM

6.0%

6.0%

8.4%

15.7%

11.9%

9.6%

9.6%

8.4%

13.1%

16.9%

10.8%

15.5%

21.7%

14.4%

59.0%

58.3%

57.8%

59.0%

56.0%

56.6%

57.8%

21.7%

17.9%

15.7%

10.8%

11.9%

9.6%

14.6%

0% 20% 40% 60% 80% 100%

men 20s

men 30-40

men <50

women 20s

women 30-40

women <50

average

love

like

interested

not interested

no

About 80% can be the potential ecotourists across the boardTarget potential ecotourists are women with time & money



US$40.0

US$45.0

US$50.0

US$55.0

US$60.0

US$65.0

US$70.0

US$75.0

US$80.0

US$85.0

IDEAL COST US$71. US$73. US$58. US$78. US$62. US$73. US$72. US$58. US$69.

men

20s

men

30-40

men

<50

women

20s

women

30-40

women

<50pro con

averag

e

PREFERRED ECOTOUR PRICE IN JAPAN•For 1 day, half say under 50USD

•Women in 20s willing to pay 80USD or more

•Generally 20s and 30s understand the benefit of participation

•Men over 50 do not want to pay as much, USD50max

w/interest

Nointerest



PRIORITIES TO OBSERVE FOR JAPANESE ECOTOURISTS

•Cost effectiveness, not necessarily cheap, but reasonable

•Local food in style, varieties with good presentation, better with interpretation (etc. place, picture of farmer/fisherman), organic

•Hospitality and comfort, value added service



PRIORITIES TO OBSERVE FOR JAPANESE ECOTOURISTS

•Clean toilets, ask for toilet stop every hour

•Now with automatic lid censors, audio, bidet, thermometer, uric acid level checker, blood pressure, body weight (BMI), graphs

•Sanitized cutlery and plates, reusable wet-towels

•Japanese or European cars/vans

•Local gifts/souvenirs (for family and friends)



“YAMA” mountain girls – adventurous and fashionable

•The new generation of girl hikers

•Young and fully equipped

•Colorful and fashionable

•Some soft, some hard adventure




Since 2009 – signs of Yama girl fashion booming and the first magazine dedicated for young women climbers published

THIS HAS INTRODUCED THE WHOLE NEW INDUSTRY




• mountain skirts – why limited to long pants?

• physical exercise – good for staying in shape

• family bonds – now a hard-core trekking father can take the whole family

• stress free – many that work in the city needs a weekend escape

• tourism products – ‘only girls’ hiking tour, ‘yamagirl college’



Active senior – adventurous couples with time and money

• coming to retiring age or have retired

• want to be independent, want to keep the money for them

• rely on word of mouth and don’t believe mass-media

• key words “healthy and safe”, “comfortable”, “entertaining and intellectural curiosity”, “customized”, etc.



Active senior – adventurous couples with time and money

• born in between 1947 and 1949 after WWII, 7 million people

• early senior aged 65-74, 75% are in good health condition

• experienced insdustrialization and massive consumption

• extremely eco-conscious

• internet savvy



ISSUES TO BE TACKLED TO PROMOTE ESTONIA

Ecotour needs to include eco-accommodation

Major travel agencies may bring bus loads of tourists in the name of ecotour

Ecotour operators must show their contribution to the community

Majority expect the Japanese-speaking guides and/the Japanese tour leader

Japanese websites with good photos of activities and food

On-line international payment still hesitant



Thank you for your kind attention.


Masaru Takayama

Spirit of Japan Travel

http://www.eco-tourism.jp/

Enjoy Japan with Spirit of Japan Travel

Japan's Community-based Ecotourism & Cultural Heritage Tourism Specialist

Linkedin: http://www.linkedin.com/in/masaruecotourism

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Expectations of Japanese ecotourists by Masaru Takayama