A Study on Characteristics of Japanese Bleisure Travelers and Initiatives in Destinations

Abstract

One of the most important considerations for the promotion of local tourism in the post-COVID era is to ensure that the same travelers stay in the same area or facility for as long as possible to reduce the risk of COVID-19 transmission. As the business and leisure integrated market is believed to be in line with this consideration, this study aims to illuminate the characteristics of Japanese “bleisure” travelers and to consider initiatives to promote the implementation of bleisure in destinations. This study found that the adoption of bleisure traveling is associated with an individual’s previous travel experience involving overnight accommodation, age, experience with telecommuting, previous visits to a location, as well as whether they have a good balance between work and their private life.