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Abstract

The purpose of this study is to segment Japanese tourists by the motivation. We conducted the survey focused on Japanese tourist motivation during Golden Week, which at almost one week is one of the longest holidays in Japan. The method of segmentation is cluster analysis and it revealed four clusters. The highly rated motivational factors among the clusters are “nature,” “relaxation,” and “family/partner/friends.” Our result is useful for tourism strategy of destinations. For example, some destinations are making efforts to attract young female tourists. According to our result, the important factors of attracting them are “family” and “foods.”

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Tourist segmentation by the motivation –A Case of Japanese tourists

The purpose of this study is to segment Japanese tourists by the motivation. We conducted the survey focused on Japanese tourist motivation during Golden Week, which at almost one week is one of the longest holidays in Japan. The method of segmentation is cluster analysis and it revealed four clusters. The highly rated motivational factors among the clusters are “nature,” “relaxation,” and “family/partner/friends.” Our result is useful for tourism strategy of destinations. For example, some destinations are making efforts to attract young female tourists. According to our result, the important factors of attracting them are “family” and “foods.”