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Home > Japanese Society and Culture > No. 7 (2025)

 

Japanese Society and Culture

Keywords

COVID-19, GoTo Travel Campaign, Tourist Behavior, Tourism Industry, Demand Boosting

Received Date

10-15-2024

Revised Date

10-16-2024

Accepted Date

11-6-2024

Publication Date

3-28-2025

Abstract

This research set out to clarify how consumers perceive and change their tourism consumption as the government works on demand-stimulating measures such as the GoTo Travel campaign set up as a response to the worldwide spread of the COVID-19. The main purpose of this study is to give some suggestions about how the tourism industry can operate in such difficult circumstances and consider the implications for its management. Firstly, we referred to previous research and the latest data concerning travel agencies, the airline industry, and the accommodation and restaurant industry. These are the cornerstones of the tourism industry, and they have seen a decline in sales and profit margins. We surveyed the current situation where employment adjustments such as closure, personnel reduction, and secondment are taking place. Secondly, in order to achieve the above research objectives, we conducted an online questionnaire to which 349 people responded. It showed that about 90% of the respondents had some interest in future domestic tourism. In addition, it was not always possible to say that the interest in travel destinations changed as a result of COVID-19. Respondents who emphasized the discount rate of GoTo Travel were also influenced by "high-grade facilities and services", "refer to word of mouth on a web site", and "quality of hot springs". It was also revealed that respondents residing in Kanto were influenced by these variables.

Creative Commons License

Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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