How Japan’s Inbound Tourism Promotion Policies Affect Chinese Tourists

―A Dynamic Panel Data Analysis―

Abstract

Inbound tourism is one of the most promising industries in Japan. In this study, we conducted a dynamic panel data analysis to evaluate whether the policy factors, including SNS tourism promotion, commercial facilities, and transportation accessibility, contribute to increasing Chinese tourists to Japan. This study found that the number of Weibo posted by JNTO contributes to the rise in Chinese tourists. Both commercial facilities and transportation accessibility have a positive influence on Chinese tourists. Drawing on the findings, it is recommended that JNTO and other tourism promotion organizations intensify their SNS promotion strategies and optimize the utilization of various prominent Chinese SNS platforms to achieve better effect.