Purchasing Behavior of Chinese Tourists in Japan: Changes in Purchasing Behavior and Brand Awareness about Travel Souvenirs.

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  • インバウンド観光における 中国人旅行者の観光土産の購買行動　ー購買行動の変化とブランド認知についてー
  • インバウンド カンコウ ニ オケル チュウゴクジン リョコウシャ ノ カンコウ ミヤゲ ノ コウバイ コウドウ : コウバイ コウドウ ノ ヘンカ ト ブランド ニンチ ニ ツイテ

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Japan has seen an increase in the number of foreign tourists over the years ; the number stood at 24 million in 2016. In fiscal 2016, the number of inbound tourists increased by 71.5％ on a year-on-year basis. The travel consumption was valued at JPY3.75 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 by a tourist during a visit to a location. To increase the sales of travel souvenirs, it is important to promote repeat purchases. To ensure repeat 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 his or her native place. This study focuses on the changes in Chinese tourists’ purchasing behavior and brand awareness, and makes a comparison between the periods 2016 and 2013/ 2014. The study noted the following. (1) Visits by Chinese middle-class tourists increased in 2016. (2) The number of first-time visitors to Japan increased, and these visitors visited less places compared to those who are visiting again. (3) As for the person with multiple visit-to-Japan experiences, brand awareness may increase.

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