インバウンド観光行動に対するネットくちコミの影響 : 台湾からの訪日観光者におけるネットくちコミ利用の現状

大津 正和, 王 怡人, OTSU Masakazu, Wang Yijen

doi:10.15020/00001382

The number of tourists coming to Japan has increased in recent years, reaching almost 20 million in 2015. The more tourists come to Japan, the more important it becomes to understand how they experience their visits. Consumers today often use electronic word of mouth (e-WOM), as the mobile devices (smart-phones, tablets and so on) become increasingly popular. Social Networking Services (SNS) connect people all over the world, and people can get information about places and things that are located far from them. The information gathered through SNS has a strong influence on tourism. When tourists attempt to decide where to go, what to see, what to do, and what to eat, they often depend on the e-WOM. We researched how tourists use the e-WOM in tourism. We focused on Taiwanese people.Many Taiwanese visit Japan every year, and almost all of them use mobile devices. We got data from Taiwanese people about their trips to Japan and analyzed the data. The findings from the data analysis are very interesting. The pattern of information usage is dependent on the type of tour they chose. The types of tour, from full-package, semi-package, skeleton tours or self-designed tours, changed how they used e-WOM. The tourist who self-designed their itineraries were the most depend on e-WOM. These toursist were most influenced by word of mouth information (including e-WOM), and were least dependent on promotional information. The tourist who designed his or her own tour has the characteristics of the innovative consumer, and so it is important that the country or region is attractive to this type of tourist. Our research suggests that e-WOM is a very powerful motivator for this type of tourist.

インバウンド観光行動に対するネットくちコミの影響 : 台湾からの訪日観光者におけるネットくちコミ利用の現状

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