Analysis of Inbound Tourists' Visit Trends and Regional Characteristics in the Digital Age

A Survey of Chinese-Speaking Tourists Visiting Dazaifu Tenmangu Shrine

Abstract

This research examines the impact of SNS and digital platforms on tourism, focusing on the behavior and motivations of tourists from Taiwan, Mainland China, and Hong Kong visiting Dazaifu Tenmangu Shrine, Japan. The research reveals that tourists from Taiwan and Mainland China heavily rely on SNS (e.g., Instagram, Xiaohongshu) for travel planning, influenced by influencers and blogs. In contrast, Hong Kong tourists prioritize official media. Additionally, those with a high intent to revisit Dazaifu are more likely to share their experiences on SNS. These findings emphasize the importance of regional cultural backgrounds and SNS in tourism promotion strategies.