Research on Tourism Marketing in the Early Days in Japan:

Trends from 1961 to 1970

Abstract

This study assessed trends in research on tourism marketing in Japan during the 1960s and 1970s. Several articles were surveyed in major academic research databases and an academic paper search engine to determine the number of references, ultimately pinpointing 20 references. Research trends were analyzed for these articles using the TCCM framework. The following four trends were identified: (1) T (Theory), existing theories were employed alongside an endeavor to introduce a new theoretical model; (2) C (Context), a relatively large number of studies have focused on inbound travel and tourism industries; (3) C (Characteristics), the studies focused more on the external environment as an independent variable in tourism marketing, and many of the references referred to the economic impact through the acquisition of foreign currency and contribution to international peace as the outcomes of tourism marketing; and (4) M (Methodology), few empirical studies have so far been conducted.