Inbound Tourism Marketing to Wealthy Western Tourists:

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  • Ono Makoto
    Senior Assistant Professor, School of Global Japanese Studies, Meiji University, Japan

Bibliographic Information

Other Title
  • 欧米富裕層をターゲットにしたインバウンド・観光マーケティング
  • Connecting “Regional Japan” and “Global Travelers” by Wondertrunk & Co.
  • ― 「日本の地方」と「世界の旅人」をつなぐワンダートランク社 ―

Abstract

<p>Wondertrunk & Co., founded in 2016, is an inbound company with a mission to transform local regions in Japan into global travel destinations. Based on the difference between tourism marketing, which considers tourist destinations as products, and conventional marketing, this paper examines Wondertrunk & Co.’s approach in the context of tourism marketing. This approach targets wealthy Western travelers to fulfill the objectives of Japan’s tourism policy of “sustainable tourism,” “expansion of consumer spending,” and “promotion of regional tourism”. The analysis focuses on destination marketing campaign projects carried out in collaboration with the Japan Tourism Agency and local governments, as well as the tourism business tailored to wealthy Western travelers. This paper concludes that the key success factors are (1) comprehensive marketing analysis and STP strategy development, (2) relationship building with international travel agencies, and (3) customization of luxury tourism services.</p>

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