The Study on the Attractiveness of “Ura-Harajuku” for Inbound Travelers through a Customer Journey:

As an Example of Chinese Visitors

Abstract

This study focused on “Ura-Harajuku” where a considerably large number of inbound foreign travelers strolled around on its narrow streets, but not on areas well-known to foreign visitors, such as Ginza or Takeshita street, and then analyzed why such travelers are attracted to “Ura-Harajuku”. The study shows that the most frequent foreign visitors to “Ura-Harajuku” are travelers from China and that they are attracted by street fashion brands that are unique to “Ura-Harajuku”. It is also found clearly that these street fashion brands are perceived differently from other brands that have been considered to be the mainstream of fashion industry until recent years, and are mainly sold in department stores and SCs in Japan. The study also found through a customer journey modifying Kotler 5A model that such street brands are appreciated and recommended by such visitors for its uniqueness with “Ura-Harajuku”.