Consideration of How the American Market understands Japanese Hot-springs as Tourist Orientations

Abstract

Towns and areas where foreign tourists visiting Japan tour around have, in general, common features although there are some variations according to the tourist's nationality. Unlike visitors in transit, it is remarkable that repeat tourists have started to give priority to their preference including interest and emotion, and even take sightseeing action superseding handicaps such as lack of traffic facilities. In the areas whose basic industry consists of hot springs, not only Japanese tourists but foreign tourists are viewed as their future market. The number of bathers from Taiwan, Hong Kong, South Korea and other Asian countries is gradually getting larger. In this paper, we examine the level of understanding of the Japanese traditional hot spring resorts by the American people and their market potentiality. We then consider the possibility of making hot spring tourism an eye-catcher to attract inbound foreign tourists.