Generational Analysis of potential inbound tourists to Japan

― A survey of foreign travelers’ attitudes on visiting Japan under the Covid-19 situation ―

Abstract

The aim of this study is to analyse the motivations of potential inbound tourists by their generation. In the post-Covid-19 setting, efficient inbound strategies are required. In recent years, generational segments such as Generation Z have been increasingly discussed in marketing segmentation. In this study, 20 motivation factors for visiting Japan’ are analysed by generational segmentation for the top 14 inbound countries, targeting potential tourists interested in tourism to Japan during the Covid-19 situation (N=4043) One-Way ANOVA analysis was performed for 14 East Asian countries/regions (N=1382), six countries in the South-East Asia region (N=1906) and three regions in Europe, the US and Australia (N=755) by 14 countries and regions. The results of the analysis of variance by generation, shown in the matrix, provide basic data for future inbound strategies in the post Covid-19 situation.