2018 Volume 3 Issue 1 Pages 59-62
As people’s spending on travel and tourism is on the increase (Japan Tourism Agency), the Japanese female market is becoming important, since more than half of the Japanese population today is female. However, not many companies seem interested in understanding the sense of values and the hierarchy of importance that exist in the lives of Japanese women as well as how Japanese women act today and what they want in life. Needless to say, these factors are important for any group considering the value of the female market in order to stimulate the Japanese economy. The purpose of this research paper is to pursue what Japanese women want from travel, and new data from a survey conducted for this paper are examined in relation to previous data about Japanese females today.