What Do Tourists Require for Omiyage?

―Clarification of Basic Elements by Web Survey―

Abstract

In this study, we clarified the basic elements that Japanese tourists require for Omiyage (souvenirs) based on an online quantitative survey using the web consisting of 700 men and women of a wide range of generations. Re-viewing research on Omiyage, we set questions and conducted factor analysis. We found six factors for food Omiyage: “certainty,” “gift,” “uniqueness,” “locality,” “experiences/memories,” and “famousness.” For non-food Omiyage, five factors were extracted: “certainty,” “locality,” “experience / memories,” “gift,” and “uniqueness.” In addition, we provide clarification that “authenticity” is composed of “certainty,” “locality,” and “famousness” for food Omiyage and “certainty” and “locality” for non-food Omiyage.