中国人旅行者の観光土産のブランド認知 ――人気観光土産に対するブランド態度と消費者関与――

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タイトル別名
  • Brand Awareness of Travel Souvenirs: The Case of Chinese Tourists in Japan
  • チュウゴクジン リョコウシャ ノ カンコウ ミヤゲ ノ ブランド ニンチ : ニンキ カンコウ ミヤゲ ニ タイスル ブランド タイド ト ショウヒシャ カンヨ

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説明

Up until 2019, Japan has seen an increase in the number of foreign tourists; the number stood at 32 million in 2019. In fiscal 2019, the number of inbound tourists increased by 2.2% on a year-on-year basis. Travel consumption was valued at JPY4.81 trillion, which is primarily attributable to tourists from China. This study proposes a new viewpoint on the travel souvenir-related purchasing behavior of Chinese tourists in Japan. The purchase of a travel souvenir is typically a one-time purchase during a visit to a location. To increase the sales of travel souvenirs, it is important to promote repeat purchases. To ensure such purchases, it is necessary to create brand awareness and increase brand accessibility, so that the tourist can easily recall the brand name and place a repeat order even from their home location. This study focuses on Chinese tourists’ brand awareness. Attitude to the brand is constructed of three components: cognition, affect, and behavior. The attitude is affected by consumer involvement. This study developed a validation model and clarified how consumer involvement and Japan-visit experience affected the attitude to “Shiroikoibito,” the most popular travel souvenir. The used variables were brand commitment, product involvement, and purchasing involvement toward confectionery, and brand loyalty toward Japanese confectionery, age, Japan-visit experience, and the attitude toward Japanese confectionery brands. The results revealed the following. （1） “Shiroikoibito” was the most popular travel souvenir and the top of mind’s brand in Japanese confectionery. （2） Brand commitment had a positive impact on the three components of the attitude toward “Shiroikoibito.” （3） Brand loyalty toward Japanese confectionery had a positive impact on cognition and affect for “Shiroikoibito.” （4） Japan-visit experience had a negative impact on cognition and behavior for “Shiroikoibito.” （5） Age had a negative impact on the three components of the attitude toward “Shiroikoibito.”

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