According to the “Research on Women’s Travel and Information Gathering” conducted by Japan Tourism Marketing Co, “conversation with friends or family” is the most common trigger for women to be inspired to go on a travel (51.1%.) “Brochures from travel agents” follows in the 2nd place (42.0%) and other factors- “TV programs” (38.8%), “websites of travel agents or travel information” (28.9%), “guidebooks” (26.6%) and “magazines” (14.1%) follow.
Also, 5.3% had traveled to recently spotlighted places in order to post messages in SNS. This is more prominent among the twenties, for as much as 11.2% of them have done so, suggesting that SNS has become one of the popular motivator for taking a trip.
From the Press Release byJapan Tourism Marketing CoAs for the tools to be used to obtain information during travels, guidebooks are used the most, and smartphones and search results from internet follow. However, smartphones are used the most among the twenties (domestic travel: 74.1%, international travel: 55.8%) which is overwhelmingly more compared with other age groups.
Japan Tourism Marketing Co pointed out that SNS has become a common tool for sending out one’s experience and at the same time a motivator for travels. 28.4% of the twenties answered that they “send out their experience during a domestic travel.” Therefore, destinations which can fulfill travelers’ wish to send out their experience can satisfy the travelers more while the travelers themselves will act as information media, generate synergetic effect. For this reason, the tourism market needs to make efforts to fulfill travelers’ wish.
This research was summarized from result of “Survey on Women’s Use of Time and Travels” conducted by Japan Tourism Marketing Co in May 2014. The survey was targeted at 2,060 women from age 20 to 64 who had traveled domestically or internationally in past 3 years.
From the Press Release by Japan Tourism Marketing Co
From the Press Release by Japan Tourism Marketing Co
