A Typology of Tourist Behavior among High-Income Inbound Travelers to Japan

― An Activity-Based Segmentation Using Multiple Correspondence Analysis and Cluster Analysis ―

Abstract

This study challenges the monolithic view of high-income inbound tourists by segmenting them based on their travel activities rather than solely on income. Applying Multiple Correspondence Analysis and Cluster Analysis to survey data from 1,350 high-income visitors, the research identifies two primary behavioral dimensions: ‘Consumption/Dining vs. Appreciation’ and ‘Nature vs. Culture/History’. This analysis yielded three distinct segments: Appreciation & Nature Hybrid （53.3％）: The largest group, balancing sightseeing at famous landmarks with nature-based activities.

Urban Consumption & Entertainment （32.2％）: Focused on shopping and dining, characterized by shorter, more frequent trips and lower interest in sustainability.

Cultural Heritage Enthusiasts （14.5％）: A specialized group dedicated to museums and historical sites, exhibiting the highest recommendation intent.

A key finding is that while spending per activity is similar across groups, the purchase rate varies significantly. The study concludes that effective marketing should focus on increasing engagement by offering tailored experiences─such as convenience for the urban segment and in-depth content for the cultural segment─to raise the overall expenditure of this diverse and lucrative market.