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January, 2007

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Title: January, 2007


1
January, 2007
California Tourism Japan Consumer Research
2
Table of Contents
Awareness of destinations within California
(without explanations) 33 Attractiveness of
destinations in California (after
explanations) 34 Attractiveness of various
aspects of California 35 3. Overseas Travel
Experience and Travel Intention to California
Overseas travel experience (1) frequency 37
Overseas travel experience (2) destination 38
Travel intention to California (before
explaining destination and characteristics) 39
Reasons for Japanese travel intention to
California (1) (before explaining
destination and characteristics) 40 Reasons for
Japanese travel intention to California (2)
(before explaining destination and
characteristics) 41 Japanese travel intention to
California (after explaining destination
and characteristics) 42 4. Others
Decision-making process for overseas travel 44
Internet utilization when it comes to overseas
travel 45 Household incomes 46 Appendix
Copy of internet survey vehicle
Research outline 3 Executive
summary 5 Detailed survey results 1. Travel
experiences to California People traveled with
in the last 12 months 14 Type of
travel 15 Destinations 16 Number of
visits to California 17 Amount of money spent
on travel 18 Month of travel to
California 19 What Japanese visited and what
they were satisfied with 20 Awareness/visitation
for destinations within California 21
Satisfaction levels for destinations within
California 22 Competing Destinations considered
before traveling to California 23 2.
Perceptions about California (among Japanese who
have never traveled to California) Images of
California unaided awareness 25 Images of
San Francisco unaided awareness 26 Images
of Los Angeles unaided awareness 27 Images
of California, San Francisco and Los
Angeles -- aided awareness 28 Positioning
of each destination based on images 29 If
Japanese have ever considered travel to
California 30 Reasons Japanese did not travel to
California after consideration 31 Destinations
that Japanese ended up traveling to (over
California) 32
3
Research Outline
Objective Establish current awareness and
perception of California tourism among
Japanese travelers to allow CTTC to refine
its Japan marketing program Audience Males
and Females over 18 years old ltThose who
have never traveled to Californiagt 1.
Planning to travel overseas (to mid-long haul
destinations) in the next 12 months,
AND 2. Who have never been to
California ltThose who have traveled to
California beforegt 1. Planning to travel
overseas (to mid-long haul destinations)
in the next 12 month, AND 2. Who have
traveled to California (not for business) in the
last 12 months Regions Tokyo,
Kanagawa,Chiba, Saitama, Aichi, Osaka and Hyogo
prefectures covering Japans 3 major
gateway regions Method Internet Research
Duration December 2006-January 2007 Valid
answers 1,444 samples
4
Executive Summary
5
ltThose who have traveled to California beforegt
Travel experiences to CA
  • Age/Sex Distribution of Japanese who have
    traveled to California in the last 12 months
    (p.14)
  • Japanese visitors to California come mainly from
    the following segments men in their 20s to
    40s, and females in their 20s and 60s. This
    validates the CTTC Japan target segments (males
    in their 30s and females in their 20s).
  • People Japanese have traveled to California
    with (p.14)
  • Females in their 20s travel mainly With Same-sex
    friends (28). Males in their 20s travel mainly
    with Girlfriends/ lovers (31). Males in
    their 40s travel primarily With Spouses (32).
  • Japanese travel style to California (FIT vs.
    Group) (p. 15)
  • The majority of Japanese travelers to California
    are FIT travelers across all age segments.
    Note that this definition of FIT includes
    Skeleton air/hotel packages.
  • Choice of California destinations by Japanese
    (p. 16)
  • Combination of SF and LA is the top choice for
    males in their 20s and 30s, whereas Only LA
    ranked 1 for females in their 20s and 30s.
    Among students, more than 3 cities including SF
    and LA ranked higher than for any other segment.
  • Japanese Length of Stay in California (p. 17)
  • Answers scattered around from 3 to over 7 days.
    3 to 4 days ranked 1 among females in their
    20s, and over 7 days ranked first among
    students.
  • Japanese Travel expenses in California (p. 18)
  • Between 100,000 and 200,000 JPY was the most
    common cost of travel to California among
    Japanese males in their 20s through 40s and among
    females in their 30s, whereas below 200,000 JPY
    was most common among females in their 20s.
  • Japanese Month of travel to California (p. 19)
  • Among civil servants, company owners, and
    businessmen, May (for Golden Week) and August
    (for summer holidays) were most popular. There
    is generally good monthly distribution year-round
    from Japan.
  • Elements emphasized / high satisfaction (p. 20)
  • Japanese travelers to California put emphasis on
    and are highly satisfied with climate.
    Following that, shopping and great
    nature/national parks show high satisfaction
    levels. Females in their 20s continue to put
    surprising emphasis on shopping.
  • Destinations within California (p. 8, 21 and
    22)
  • Destinations with high visitation levels are the
    2 gateways, Los Angeles and San Francisco.
    Beverly Hills, Hollywood, Disneyland follow with
    60 to 70 visitation. Malibu and Universal
    Studios scored just less than 60. All other
    destinations attracted under 50 of Japanese
    visitors to California.
  • National Parks scored surprisingly high
    satisfaction levels among Japanese who have
    visited CA, but Yosemite barely made it into the
    top 10 visited California destinations with only
    39 of Japanese visitors to California.
  • Lake Tahoe and Monterey/Carmel also score high
    in satisfaction levels among Japanese visitors,
    but also ranked high in have heard of it before,
    but dont have a clear image among those who
    have never visited a real opportunity for CTTC
    Japan.
  • Most surprisingly, Napa Sonoma are the least
    well-known major California destinations in Japan
  • Destinations that Japanese considered before
    deciding on traveling to California (p. 23)
  • U.S. East Coast and Hawaii are the prime
    competitors.

6
ltThose who have never traveled to Californiagt
Perception on California
Japanese perception of destinations in
California by those who have never visited
Unaided awareness (table below p. 25 to
27) Places like national parks with high actual
visitor satisfaction levels and high expectation
by non-visitors do not rank high in unaided
awareness. Japanese perception of destinations
in California Aided awareness (table below p.
28 and 29) California belongs to the same cluster
as Hawaii, Florida and Australia. Los Angeles
and San Francisco are categorized with New York,
Las Vegas and Hong Kong. In this cluster, Los
Angeles is not ranked very high, other than 3rd
in liveliness and shopping and 2nd in theme
parks. San Francisco is unique in its
combination of nice climate and beautiful city
scenery, although its image for nice climate
is much lower than that of California as a
whole. If Japanese have considered travel to
California in the past (p. 30) 43 of Japanese
have considered travel to California. Canada and
the U.S. East Coast rank high among competing
destinations that Japanese considered but ended
up not visiting.
  • Reasons Japanese did not end up choosing
    California after consideration (p. 31)
  • Thought that we would not be able to enjoy the
    destination fully in just a short holiday ranks
    top. Travel cost was too expensive comes in
    second. Cost is ranked 1 among students.
  • What they did after choosing not to travel to
    California (p. 32)
  • Gave up on travel itself comes in top. Hawaii
    comes in first if they ended up traveling. Among
    students, over 60 of them gave up on travel
    after considering California.
  • Japanese awareness of destinations in
    California among those who have never visited (p.
    7, 8, 33 and 34)
  • Disneyland and Universal Studios score highest
    in terms of awareness among Japanese who have
    never visited.
  • Less than 40 have clear images of the 3
    national parks, although they are highly ranked
    in terms of attractiveness.
  • Over 70 answered dont know anything about
    Lake Tahoe and Napa/Sonoma that have high visitor
    satisfaction rates.
  • As far as Monterey/Carmel are concerned, over 50
    responded have heard of them but have no clear
    image.

Characteristics of California (p. 7 and
35) Good climate,National Parks and Theme
parks rank high in attractiveness. As for
Whales, awareness is low, but attractiveness is
high (particularly for females in their 30s).
Sport watching is below average in
attractiveness, yet is high among men in their
20s and 30s.
7
ltJapanese who have never traveled to Californiagt
Perception of California
60.0
Climate
World Famous National Parks
Disneyland Resort
Many Theme Parks
Universal Studio Hollywood
Yosemite N.P.
40.0
San Francisco
Sequioa/Kings Canyon N.P.
Los Angeles
Movie locations
Whale watching from Dec. to Apr.
Attractiveness ()
Death Valley N.P.
Hollywood/Melrose/Robertson
Knotts Berry Farm
Shopping
Beautiful Beaches
Unique Lifestyle
Beverly Hills
Sequioia
Cruise Travel
Sea World
Malibu Beach/Santa Monica/Venice Beach/Marina Del
Ray
Young image
0.0
20.0
40.0
60.0
80.0
100.0
San Diego Wild Animal Park
Anaheim
20.0
Sports watching
Fly Drive
Santa Barbara
BB
San Diego
Route 66
Visits to wineries
Trendy spots
Monterey/Carmel
Palm Springs
Gold Rush
Horse riding
Trekking/Camping
Surfing
Six Flags Magic Mountain
Newport Beach/Huntington Beach/Laguna Beach
Lake Tahoe
Plastic surgery
Napa/Sonoma
Ski resort/winter sports
0.0
Awareness ()
Green letters Characteristics of CA. Blue
letters destinations within CA Based on
Japanese who have never traveled to CA (n1032)
Crossing point Average Horizontal axis aware
of the characteristic or can imagine what to
expect at the destination Vertical axis Top
answer Find it very attractive
8
????????????/????? ??????????????
Perception of California ltRegardless of CA travel
experiencegt
Top 10 answers
? Please refer to page 22 for actual visitor
numbers.
9
Overseas travel experiences and travel desire lt
Regardless of their CA travel experiencesgt
Japanese overseas travel frequency (p.
37) Among Japanese who have traveled to
California before, 73 are considered very
frequent overseas travelers, having traveled more
than 10 times overseas. Among Japanese who have
never traveled to California before, 20 have
traveled overseas only 2-3 times and less than
24 have traveled overseas more than 10 times.
Destinations visited by Japanese (p.
38) Japanese who have traveled to California
before… Compared to those who have never traveled
to California, visitors have abundant overseas
travel experiences. Asia and Hawaii score
highest with around 80 of Japanese visitors to
California having also visited. Europe follows
these destinations with nearly 70 having
visited. Japanese who have never traveled to
California… Asia ranks high with over 60, and
Europe and Hawaii follow with around 40.
Generally, overseas travel experience among men
in their 20s is lower than that of females in
their 20s. Females in their 30s and 40s score
higher in terms of travel experience.
Desire to travel to various overseas
destinations (p. 39) Japanese who have traveled
to California before… California comes in
highest with 69 -- i.e. a very strong desire to
repeat which again illustrates the key importance
of targeting Japanese repeaters. U.S. East
Coast and Europe come right behind. Japanese
who have never traveled to California… Europe
and Hawaii rank high. Particularly, Europe
arouses strong desire to travel in this group.
Following are Asian Beach Resorts among men in
their 30s and 40s and females in their 20s and
30s. Canada scores high among men in their 50s
and 60s. California and U.S. East Coast come
in top among students. Reasons for desire to
travel to California (p. 40) Citys atmosphere
and Full of tourist spots come in top with
scores near 50. National Parks and ocean
comes in next with over 30. Citys atmosphere
scores high among females in their 20s and 30s.
Among students, National parks and ocean and
place where you can have fun with your
boy/girlfriend rank lower, and without any
specific reason and place where you can have
fun with (same-sex) friends ranks high. What
kind of feelings Japanese want to experience
traveling to California (p. 41) Released/Free
feeling and Refreshed/De-stressed rank high.
Excited comes in high among 40 of students.
10
Desire to travel to California lt Regardless of
CA travel experiencegt
Segments with generally strong desire to travel
to California (left table, p. 39) Those who
have traveled to California before (repeaters)
Females 18/19 years old, that have never traveled
to California Segments for whom desire to
travel to California grows after being provided
more information about California destinations
and attractions (left table, p. 42) Males in
their 30s and 40s and females in their 20s who
have never traveled to California before.
Change in desire to travel to California after
providing more information about destinations
(left table) The answer I would like to visit
California a little rises among both those who
have and have not traveled to California before.
However, I would definitely like to go slightly
decreases. The total of I would like to go a
little and I would definitely like to go rises
for both audiences.
ltSlight decreasegt
ltIncreasegt
ltSlight increasegt
ltSlight decreasegt
11
Japan Marketing Plan Implications
12
Japan Marketing Plan Implications
  • CALIFORNIA DESTINATION TARGETS FOR JAPAN
  • Most Japanese travel experiences to California
    are centered around the large gateways (e.g. LA
    and SF) and theme parks, whereas the number of
    Japanese who travel to nearby areas which have
    abundant nature is limited. Also, when asked
    about destinations aside from the large gateways
    and theme parks, a high percentage of Japanese
    who have not been to California responded Have
    heard the names but cannot come up with clear
    images or dont know anything about them.
    This suggests that there is not a good connection
    between the strong resort-oriented perception of
    California and the reality that the majority of
    travelers visit the large cities.
  • A large percentage of Japanese travelers have
    only traveled to the 2 major gateways (Los
    Angeles and San Francisco) ? Emphasizes the need
    to improve awareness and product volume in the
    Japan market featuring other California
    destinations. An example would be to work with
    Disney to create more programs focusing on
    Southern California outside Anaheim with a
    combination stay at the theme park.
  • Such destinations as Yosemite, Sequoia, Lake
    Tahoe, Monterey/Carmel, Napa/Sonoma and Palm
    Springs have relatively low visitation levels
    among Japanese, but have relatively higher
    satisfaction levels among those Japanese who have
    visited ? Needs a concerted effort to ensure
    major Japanese agents promote and package these
    destinations more aggressively, with renewed
    media coverage of these less visited
    destinations.
  • Such destinations as San Diego, Santa Barbara
    and Monterey/Carmel have such high name
    recognition among Japanese (over 50) but without
    clear images. ? Please heavier PR emphasis to
    introduce detailed attractions of those cities,
    so that they can be turned into better understood
    destinations by Japanese.
  • The star destination of our Japan research,
    both among Japanese that have or have never
    traveled to California, National Parks score
    extremely high in terms of recognition and image.
    ? We must allocate more resources in Japan to
    promoting Californias National Parks.

13
Japan Marketing Plan Implications
  • MARKET REALITY AMONG JAPANESE WHO HAVE VISITED
    CALIFORNIA
  • The majority of Japanese travel to California
    using skeleton-type tour packages (air and hotel
    only or air-tel packages) or via FIT
    arrangements ? Illustrates the continued need to
    focus on both Group package development and FIT
    development.
  • Average travel expenses to California by
    Japanese falls between 800-1,500 -- yet over
    25 of Japanese spent more than 2,400 ? Need to
    emphasize the value-for-money proposition of
    travel to California, given less expensive
    packages available to Hawaii (the leading direct
    competitor for California) and the continuing
    trend towards cheaper/closer destinations in
    Japan.
  • Japanese visitors purchasing California
    packages place heavy value/emphasis on natural
    elements of California, such as its Climate and
    Great Nature ? Need to encourage wholesalers
    to highlight/promote such powerful naturalistic
    themes/images in existing tour packages, and
    need to ensure such messages are included in key
    CTTC Japan messaging.

14
Japan Marketing Plan Implications
  • CALIFORNIA IMAGES AMONG JAPANESE WHO HAVE NEVER
    VISITED
  • When asked about images of California,
    resort-associated words like Ocean, Warm
    Climate, Sun rank high with questions
    measuring unaided awareness. Given image
    questions to assess aided-awareness, the results
    indicate that California is categorized in the
    same cluster as resort destinations like Hawaii.
    Moreover, when asked about characteristics of
    California, climate comes in first in terms of
    attractiveness.
  • The image of California among Japanese who
    have never visited is very different from that of
    Los Angeles and San Francisco ? Key messages
    used in promoting California in Japan need to
    ensure the state is differentiated from the
    current images of Los Angeles or San Francisco
    among Japanese.
  • In terms of Californias brand personalities
    among Japanese who have never visited, the
    majority cited cheerful, active and
    big-hearted which is also aligned with
    sunny and positive climate images. ? Such
    positive brand personalities need to be carefully
    blended in when creating key messages for
    California in Japan.
  • Nature-related images of California are reflected
    much more in the Japan research results than we
    had anticipated. California is categorized by
    Japanese with the same image/perception as
    Hawaii, Florida, and Gold Coast images.
    However, California is not viewed by Japanese as
    being superior in any of the categories when
    compared with such destinations ? The superior
    natural attributes of California must be
    communicated to the Japanese more clearly in our
    Japanese media coverage.

15
Japan Marketing Plan Implications
  • KEY PERCEIVED BARRIERS PREVENTING JAPANESE FROM
    VISITING CALIFORNIA
  • Over 65 of Japanese have considered travel to
    California. However, this means that over 34 of
    Japanese have NEVER even considered travel to
    California, which is higher than the equivalent
    percentage of Japanese who have never considered
    travel to Asia, Europe, Hawaii, Micronesia and
    even Australia. ? We need to increase exposure
    (media or product) on California in general to
    encourage a higher percentage of Japanese
    travelers to consider traveling to California.
  • The top reason why Japanese decide not to travel
    to California after consideration is felt the
    holiday is not long enough to appreciate the
    destination and the 3rd reason is too far. ?
    We need to create/enhance the image that there
    is actually not much flight difference from Japan
    to Hawaii versus Japan to California, and that
    California can be enjoyed in an equivalent
    holiday period.
  • Nearly 6 of Japanese responded they could not
    book travel to California as it was too
    full/crowded. This is a major issue given
    continuing flight reductions/capacity reductions
    between Japan and California. ? Continue to
    appeal to airlines to increase seat capacity
    between Japan and the U.S.

16
Japan Marketing Plan Implications
  • KEY CALIFORNIA MESSAGES/ATTRACTIONS WHICH SPEAK
    TO THE JAPAN MARKET
  • The following California messages and elements
    are key ? Select from among these ? Encourage
    Japanese wholesalers to include selected
    messages/elements more aggressively in California
    packages and ensure media coverage is developed
    surrounding selected themes/destinations.
  • Destinations/Activities
  • Gateways of SFO and LA as the entry point to a
    huge range of offerings beyond
  • National Parks
  • Napa/Sonoma
  • Movie locations
  • Whale Watching (minor but symbolic)
  • Images/Messages/Characteristics
  • Attractive gateway cities but with world-class
    National Parks/nature
  • Everything in one destination/huge range of
    attractions/destinations
  • Ocean, big nature
  • Sunshine, warm sunny skies
  • Open-minded, free, relaxed

17
Japan Marketing Plan Implications
  • JAPAN TARGET SEGMENTS
  • After providing Japanese who have never visited
    California with actual destination descriptions
    and overviews of the attractions, and evaluating
    their desire to travel to California once better
    informed, Japanese responding I would like to go
    a little increases, but those who say I want to
    go decreases slightly among some segments. ?
    Vital to target Japanese segments where desire to
    travel to California grows as information is
    provided, and who have the strongest aspiration
    to visit California.
  • Also vital to tailor California destination
    targets to each target Japanese segment.
  • Japan targets are as follows
  • Females in their 20s-30s
  • L.A, SFO, Theme Parks, National Parks, Coast
    Line Beach Resorts (Santa Barbara, Huntington
    Beach, Laguna Beach), Beverly Hills, Napa and
    Sonoma, and Fly Drive along California
    Coastline
  • Males in their 30s-40s
  • LA, SFO, National Parks, Napa, Sonoma, Fly
    Drive along California Coastline, San Diego,
    Beach Resorts (Santa Barbara, La Jolla, Del Mar,
    Laguna Beach, Monterey Carmel)
  • Silver/60s
  • National Parks, Napa, Sonoma, Beach Resorts
    (Santa Barbara, La Jolla, Del Mar, Laguna Beach,
    Monterey Carmel)
  • Repeaters
  • National Parks, Fly Drive, Napa, Sonoma, San
    Diego, Beach Resorts

18
Detailed Research Results
19
Analysis of Japanese Visitors to California
1
20
California visitor segments from Japan in the
past year
  • The following three Japanese segments travel most
    to California men in their 20s to 40s, women
    in their 20s, and women 60 and above.
  • Among women in their 20s, traveling with a
    friend of the same sex ranks highest (28).
  • Among men in their 20s, traveling with a
    boy/girlfriend ranks highest (31) .
  • Among Men in their 40s, traveling with wife
    ranks highest (32).
  • Among students, traveling with a friend of the
    same sex ranks 26 and traveling with a lover
    or alone rank at 23. These three account
    for a little over 70 of students.

Q18.Who accompanied you when you traveled to
California?
? of visitation to California in the past
year? ?The table below is included from the
screening research. ?The top five values are
circled.
?Please note that the chart for Q18 and the CA
visitors from next page are those who plan to
travel mid and long haul overseas vacation in
this upcoming 1 year .
21
Type of Travel by Japanese to California (FIT vs.
Group)
  • Japanese Visitors tend to choose Individual
    Tours rather than Package Tour.
  • Please note, however, that inlcuded within
    Individual Tour are skeleton packages which are
    air/hotel only packages.
  • Package tours are defined as guided tours with
    fixed itineraries.
  • Further research may be required to further
    break-down the FIT category into Skeleton and
    non-Skeleton FITs.

Q17.How did you travel to California?
22
California destinations visited by Japanese
  • Among men in their 20s and 30s,SF and LA
    are the most frequently visited.
  • Among women in their 20s and 30s, LA only is
    most common.
  • Among students, more than three cities
    including SF and LA is most popular.

Q24.Please indicate your last travel itinerary to
California (single answer)
1 city
2 cities
More than 3 cities
23
Japanese Duration of Stay in California
Q26.Please indicate your duration of stay in
California (single answer)
  • A wide range of trip durations exists among
    Japanese, from 3-4 days to more than 7 days.
  • Among women in their 20s, 3 to 4 days was the
    most common trip duration.
  • Among students, more than 7 days is the most
    common trip duration.

24
Japanese Travel Cost to California
  • Among men in their 20s to 40s and among Women in
    their 30s, between Yen 100,000 and 200,000 is
    the most common cost of travel to California.
  • Among women in their 20s, less than Yen 100,000
    is the most typical cost.

Q25.Please indicate the cost of your last trip to
California, including accommodation and air
ticket (single answer)
JPY100,000 to JPY200,000
25
Month of Travel to California by Japanese
  • California sees a relatively consistent month of
    travel pattern by Japanese throughout the year.
  • Low season for Japanese is November-February,
    with March, May, July, August, and September
    being peak.
  • Among students, March (graduating trip season)
    and August to September (summer vacation) are
    most popular.
  • Among Public Workers, Executives, and
    Businessmen, May (Golden Week) and August
    (summer vacation) are most popular.

Q23.Please indicate the month you visited
California (single answer)
26
Importance/Satisfaction of California elements
for Japanese
Q23.Please rank the importance in the following
matters when you planned to visit West Coast
(single answer)
  • Climate is the single most important dimension
    of California, as well as the single element that
    engenders the greatest satisfaction by Japanese
    visitors.
  • Shopping is the next highest particularly among
    women in their 20s.

27
Awareness of Each California Destination / of
Visitors who experience
Q11.For each of the following locations in
California, select the answer that best reflects
your opinion (single answer)
  • The most visited destinations in California by
    Japanese are Los Angeles and San Francisco.
  • Beverly Hills/Hollywood/Melrose, and Disneyland
    have been visited by 60-70 of Japanese who visit
    California.
  • Malibu/Santa Monica, and Universal Studios have
    been visited by 60 of Japanese visitors to
    California.
  • All other destinations in California are visited
    by fewer than 50 of Japanese visitors to
    California, with Lake Tahoe the least visited of
    major California destinations.
  • The top three destinations that Japanese visitors
    have never visited, but for which they have a
    clear image are Sequoia Kings Canyon National
    Park, Death Valley National Park and Yosemite
    National Park.
  • The California destinations that Japanese
    visitors have heard of by name but find it most
    difficult to picture are Monterey and Carmel.
  • The top cities that visitors don't know at all
    are Napa and Sonoma.

?CA??????
28
Evaluation of California Destinations
  • For Japanese, the five most attractive
    destinations in California are Yosemite National
    Park, Sequoia/Kings Canyon National Park, San
    Francisco, Lake Tahoe, and Death Valley
    National Park.
  • The next most attractive in the eyes of Japanese
    are Monterey/Carmel and Disneyland Resort..
  • Yosemite National Park, Sequoia/Kings Canyon
    National Park and Lake Tahoe are high in
    evaluation but visitation ratio are not high.
  • The lowest visitation by Japanese visitors to
    California is surprisingly to Lake Tahoe,
    although the perceived attractiveness for
    Japanese visitors ranks it 4.

Q13.Is your image of the following California
destinations attractive, and did you actually
visit? (single answer)
?Based on CA Visitors ?AttractivenessTOPBOX
29
Competitive Destinations for California among
Japanese
  • The top three competitive destinations are U.S.
    East Coast, Hawaii, and USA other cities
    beside California and US East Coast.

Q19.When you planned your California trip, what
other destinations did you actively consider
besides California? (multiple answers)
30
Recognition of California by Japanese who have
never visited
2
31
Image of California among Japanese who have never
visited (Unaided image)
Q2.What images do you associate with California?
(unlimited answers)
  • The top five images of California among Japanese
    who have never visited are Orange/Fruit,
    Ocean/Beach, Warm climate/Good Weather,
    Sun, and Blue Sky
  • All unaided images of California among Japanese
    are overwhelmingly positive with no negative
    images raised.

32
Image of San Francisco among Japanese who have
never visited (Unaided Image)
  • The leading two images of San Francisco among
    Japanese who have never visited are the Hilly
    Topographyand the Golden Gate Bridge.
  • Men 20s to 30s have a strong association of
    Baseball with SFO
  • In general, images of SFO among Japanese who
    have never visited are generally positive, if
    somewhat diffuse

Q2.What images do you associate with San
Francisco? (unlimited answers)
33
Image of Los Angeles among Japanese who have
never visited (Unaided Image)
Q2. What images do you associate with Los
Angeles? (unlimited answers)
  • The leading images of Los Angeles among Japanese
    are Hollywood, Celebrity, Major Modern U.S.
    City.
  • Men 20s to 30s highlight Baseball -- 3 image.
  • Unlike other California destinations, LA has a
    negative image of Danger -- 4 image.

34
Images of California, SFO, and LA among Japanese
who have never visited (Aided Image)
  • California is included in Cluster 1 destinations
    which have a strong image of good climate,
    rich nature,and place to enjoy sports.
  • Note that the image of Californias weather is
    much more positive than any other destination
    including Hawaii.
  • The cities included in Cluster 2 have a strong
    image of being energetic with New York and Las
    Vegas especially ranking high.
  • San Francisco has a strong image for having a
    good climate and as a beautiful city, second
    only to Paris.
  • Los Angeles top images for being a lively
    city, with good shopping, and a place to enjoy
    theme parks (second to Las Vegas) but does not
    come in top in any of the competitive categories.

Q4.Select the images that best suit the following
destinations (multiple answer)
?This cluster classification is based on the
correspondence analysis and cluster analysis on
the next page. ?Lines in the graph indicates the
cities in clusters 1 and 2.
35
Image Positioning of California and each city by
Japanese (Aided Image)
Q4.Select all images that best suit the following
destinations (multiple answer)
Nature
1.0
? 1
  • The chart at left charts the image of each
    destination among Japanese, based on
    correspondence analysis. The horizontal axis
    shows the level of activity tourists expect
    (active to not active) and the vertical axis
    shows a continuum of nature to culture.
  • California is positioned by Japanese in Cluster 1
    with Hawaii, Florida, and Australias Gold Coast,
    on the Active end of the range, with a balance of
    Nature and Culture but more tending towards
    Culture.
  • Los Angeles is positioned by Japanese as a more
    active, Energetic destination, and a Place to
    enjoy theme parks and attractions, together with
    Hong Kong and Las Vegas.
  • San Francisco is positioned very close to the
    center, offering something for everyone, but also
    lacking definition/image and a clear selling
    proposition in the minds of Japanese.

Place to enjoy diving, snorkeling, golf, and
other sports.
Wild nature
0.8
Cluster 1
Phuket
Good weather
Cairns
0.6
Gold Coast
Paris
Florida
Good service for
Hawaii
Spa
Place to visit with friends
0.4
Easy Access from Japan
Good Public Safety
California
Reasonable Price to travel
Vancouver
0.2
Active
Not Active
Place to visit with spouse or Girlfriend/boyfrien
d
Place to visit with friends
0.0
San Francisco
Place to enjoy
theme parks and attractions
Beautiful City
-0.2
Hong Kong
Los Angeles
Quiet Place
Lively Image
Place to enjoy
food and wine culture
-0.4
Good quality and service
Place to enjoy shopping
for hotels and restaurants
Cluster 3
Las Vegas
-0.6
Place to enjoy
Entertainments and shows
Milan
London
Paris
New York
-0.8
Cluster 2
Place to enjoy
Culture
museum and historical places
?Both above and left charts are based on Japanese
visitors who have never visited California.
-1.0
-0.8
-0.6
-0.4
-0.2
0.0
0.2
0.4
0.6
0.8
? 2
36
Travel Planning by Japanese who have not visited
California
Q7.Have you ever planned or visited the following
destinations (multiple answers)
  • 43 of Japanese have planned a trip to
    California but have not yet visited
  • 22 of Japanese have planned a trip to
    California but not yet seriously
  • 34 of Japanese have no plan/intention to visit
    California
  • Canada and the U.S. East Coast are also ranked
    high for Japanese who have planned but not
    traveled there (34.5)
  • Asia, Europe, and Hawaii are ranked high in
    terms of number of Japanese who have visited
    before.
  • The Middle East, Africa, South America, the
    Caribbean, and Other US cities are ranked high
    among Japanese who have No Plan to visit.

? Based on Japanese with no experience visiting
California. ?CitiesHighest to Lowest of
visitation.
37
Reasons for Japanese not to choose California as
a destination
Q9.What are the reasons you canceled a planned
California trip? (multiple answer)
  • The 1 and 3 reasons for Japanese not to
    choose California as a destination is that it has
    a perception of being too far for just a short
    holiday.
  • The 2 reason is the perception among Japanese
    that California is too expensive to travel to.
  • The 4 reasons is perturbing an image that
    California is not very safe.

?Left Chart Based on Japanese with no experience
visiting CA ?Right ChartBased on who planned a
trip to CA but never took the trip. ?Right
ChartOnly shows results more than 5 ?Values
less than30 is for reference only.
38
Competing Destinations for California among
Japanese planning a trip
Q8.Where did you visit instead of California
(single answer)
  • Canceled the trip is the most common answer.
  • Hawaii is the 1 competitor among Japanese who
    visited other destinations instead of California.

? Based on Japanese who planned to travel to
California. ? Values less than n30 are
included only for reference.
39
Awareness of California Destinations by Japanese
who have never visited
  • Disneyland has the greatest awareness of any
    California destination among Japanese who have
    never visited California.
  • The next highest awareness levels are Los
    Angeles, Universal Studios Hollywood, Beverly
    Hills, San Francisco, and Hollywood/ Melrose/
    Robertson.
  • For all other California destinations, fewer than
    50 of Japanese who have never visited California
    have a clear image of the destination.
  • San Diego, Santa Barbara, and Monterey/Carmel are
    ranked the highest among California destinations
    that Japanese have heard of before, but for which
    they no clear image.
  • 70-80 of Japanese have never heard of
    Napa/Sonoma, Lake Tahoe, or Six Flags.

Q12.Select from the 3 answer choices below the
answer which best describes your knowledge of the
destination. (single answer)
? Based on who never visit California ? Never
visited, but have a clear image of the
destination
40
Attractiveness of California Destinations for
Japanese (After Analysis)
Q13.Are you attracted to the following
destinations? (single answer)
  • Disneyland, Universal Studios, Yosemite and SFO
    are ranked the most attractive.
  • Women in their 20s and 30s especially attracted
    to destinations listed.
  • National Parks are very attractive but suffer
    from unclear image.

? Attractiveness TOPBOX(Attracted to)
41
Attractiveness and Recognition of California
Characteristics among Japanese
Q15.Are you attracted to and recognize the
following California characteristics?
  • Moderate weather, National Parks, and Theme
    parks are recognized attractive characteristics
    of California among Japanese.
  • Whale watching is low in recognition high in
    attractiveness among women in their 30s.
  • Among men in their 20s to 30s, Sports watching
    is a recognized attractive characteristic of
    California.

? Attractiveness TOPBOX(Attracted to)
42
California Travel Experience by Japanese
3
43
Overseas travel frequency by Japanese
Q28.How many times have you traveled overseas?
  • This question was asked only of Japanese who
    are Planning to travel on a mid-haul or
    long-haul overseas vacation in the coming 1 year
    and so it reflects a more experienced Japanese
    traveler.
  • Having traveled overseas more than 10 times in
    the past was the most common response, both among
    those who have visited California before and
    among those who have not.
  • Almost 70 of Japanese who have visited
    California before are experienced travelers,
    having traveled overseas more than 10 times in
    their lifetime.
  • Of those Japanese who have never visited
    California before, the most common travel
    frequency was either 2-3 times during their
    lifetime, or over 10 times.

? Respondents limited to Japanese Planning to
travel on a mid or long haul overseas vacation in
the coming 1 year
44
Destination choice by traveling Japanese
Q7.Have you ever planned to visit or actually
visited the following destinations (not
including business trips).
  • Among Japanese who have never traveled to
    California……
  • A little over 60 chose Asia while 40 chose
    Europe and Hawaii.
  • Japanese women in their 20s are more interested
    in overseas travel than Men in their 20s.
  • Women in their 30s and 40s are generally more
    interested in overseas travel than any other
    clusters.
  • The top destination among students is Asia
  • Japanese who have visited California in the
    past……
  • Have more experience traveling overseas
    compared with Japanese who have never visited
    California.
  • 80 are likely to have also traveled to Asia
    and Hawaii, the top 2 destinations, followed by
    Europe.

? Respondents limited to Japanese Planning to
travel on a mid or long haul overseas vacation in
the coming 1 year
45
Japanese interest in traveling to California
Before providing explanation of Californias
destinations and characteristics
  • Among Japanese who have never traveled to
    California……
  • Those most interested in traveling to California
    are
  • Teenage women and students
  • Men and Women in their 20s
  • Men in their 40s
  • Europe and Hawaii rank high as aspirational
    destinations in every Japanese target segment.
  • Besides the above 2 destinations, Asian Beach
    Resorts rank high among Japanese men in their
    30s to 40s and women in their 20s to30s.
  • Both Japanese men and women in their 50s to 60s
    indicate a distinct inclination to Canada.
  • Among Japanese students, USA East Coast and
    California rank high.
  • Among Japanese who have visited California
    before, the desire to repeat is very high at
    69.4, with California as their 1 desired
    destination

Q1.Where would you like to travel on your next
overseas leisure trip?
?Respondents limited to Japanese Planning to
travel on a mid or long haul overseas vacation in
the coming 1 year
46
Japanese motivation for wanting to travel to
California (Cont.) Before providing explanation
of Californias destinations and characteristics
Q5.What are the reasons you would like to visit
California?
  • The dominant motivations for Japanese in wanting
    to travel to California are its attractive
    cities and the wide range of tourist spots to
    visit.
  • Once again, beautiful nature in the form of
    National Parks and Ocean/Beach was a compelling
    driver for over 30 of Japanese.
  • For our 2 key Japan segments, the main
    motivators in selecting California were
  • -- Japanese men in their 30s are attracted by the
    breadth of tourism offerings (59) and the
    attractive atmosphere of Californias cities
    (51)
  • -- Japanese women in their 20s, and Repeaters
    (the other two key Japan target segments for
    California) are both attracted by exactly the two
    same motivators (although the order is reversed)
  • In developing key messages for the Japan market
    under the 2007-2008 consumer promotion campaign,
    these themes are expected to speak most
    powerfully to the CTTCs target Japan market
    segments

47
Japanese motivation for wanting to travel to
California (Cont.) Before providing
explanation of Californias destinations and
characteristics
  • For Japanese, a desire to Relax, an
    Open-minded and free atmosphere, and a desire
    to Refresh and get rid of stress were dominant
    themes motivating Japanese to choose California
    as a destination.
  • For our 3 key Japan segments, the main
    motivators were
  • -- Japanese men in their 30s seek to experience
    an open-minded and free atmosphere (65) and to
    refresh and rid themselves of stress (50.6)
  • -- Japanese women in their 20s and Repeaters who
    have visited California before are motivated by
    exactly the two same motivators (although the
    order is reversed)
  • In developing key messages for the Japan market
    under the 2007-2008 consumer promotion campaign,
    these themes are expected to speak most
    powerfully to CTTCs target Japan market segments

Q6.When you visit California, what is it you
most expect to feel?
48
Japanese interest in traveling to California
After providing an overview of Californias
tourist attractions and characteristics
Q16.How much do you want to visit California?
  • After providing an overview of Californias
    tourist attractions and characteristics, we asked
    Japanese about their interest in traveling to
    California.
  • The intent was to measure how susceptible
    different segments are to the California tourism
    message, and which segments will be most
    susceptible to CTTC promotions/ campaigns.
  • The Japanese segments which show the greatest
    prompted interest in traveling to California are
  • -- Japanese Men in their 30s who have not yet
    visited California (90.3)
  • -- Japanese Women in their 20s and 30s who have
    not yet visited California (92.2 and 86.4
    respectively)
  • -- Japanese repeat travelers who have previously
    visited California (93.9)

49
Miscellaneous Research Conclusions
4
50
Tools used by Japanese in selecting a travel
destination
Q27.How do you usually collect information when
selecting a travel destination?
  • The most powerful tool for Japanese in selecting
    a destination are Travel Agent Brochures which
    rank top in every single age/sex category.
  • This illustrates the key importance of working
    aggressively with the Japanese travel trade to
    maximize the number of pages for California, and
    the depth and breadth of California packages on
    offer.
  • General web portals such as Yahoo are important
    tools for Japanese to develop a general image of
    a destination.
  • Travel guidebooks are key tools in making a
    specific travel plan for Japanese, particularly
    for our key segment of Women in their 20s.
  • The percentage of Japanse using the internet as a
    destination selection tool is highest among men
    in their 30s and 40s.
  • General media exposure in print publications has
    a significant impact on destination selection,
    while paid advertising has a significantly lower
    impact on destination selection in Japan.

51
The Internet as a tool for Japanese to
research/book overseas travel
  • Less than 18 of Japanese use the internet to
    purchase overseas travel (packages, hotel or
    air).
  • 17-18 of Japanese use the internet to book
    travel on-line.
  • 20-22 of Japanese use the internet to check
    availability on-line.
  • The greatest use of the internet as a travel
    purchasing tool is for 20-30 of Japanese in
    their 20s to 30s a key target for CTTC Japan.

Q29.Have you used the internet to book overseas
travel?
52
Annual Income
Q.30 What is your annual income?
  • Japanese who have visited California in the past
    have a higher average annual household income
    than Japanese who have not yet visited California
  • Supports earlier evidence that travel to
    California is perceived by Japanese as a
    relatively more expensive overseas trip.

?Respondents limited to those Planning to
travel on mid and long haul overseas vacations in
the coming one year
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