Slide1 : January, 2007 California Tourism
Japan Consumer Research
Table of Contents : ■ Research outline 3
■ Executive summary 5
■ Detailed survey results
1. Travel experiences to California
People traveled with in the last 12 months 14
Type of travel 15
Destinations 16
Number of visits to California 17
Amount of money spent on travel 18
Month of travel to California 19
What Japanese visited and what they were satisfied with 20
Awareness/visitation for destinations within California 21
Satisfaction levels for destinations within California 22
Competing Destinations considered before traveling to California 23
2. Perceptions about California (among Japanese who have never traveled to California)
Images of “California” – unaided awareness 25
Images of “San Francisco” – unaided awareness 26
Images of “Los Angeles” – unaided awareness 27
Images of “California”, “San Francisco” and “Los Angeles”
-- aided awareness 28
Positioning of each destination based on images 29
If Japanese have ever considered travel to California 30
Reasons Japanese did not travel to California after consideration 31
Destinations that Japanese ended up traveling to (over California) 32 Table of Contents Awareness of destinations within California (without explanations) 33
Attractiveness of destinations in California (after explanations) 34
Attractiveness of various aspects of California 35
3. Overseas Travel Experience and Travel Intention to California
Overseas travel experience (1) frequency 37
Overseas travel experience (2) destination 38
Travel intention to California
(before explaining destination and characteristics) 39
Reasons for Japanese travel intention to California (1)
(before explaining destination and characteristics) 40
Reasons for Japanese travel intention to California (2)
(before explaining destination and characteristics) 41
Japanese travel intention to California
(after explaining destination and characteristics) 42
4. Others
Decision-making process for overseas travel 44
Internet utilization when it comes to overseas travel 45
Household incomes 46
Appendix
Copy of internet survey vehicle
Research Outline : ■ Objective ： Establish current awareness and perception of California tourism among Japanese travelers to allow CTTC to refine its Japan marketing program
■ Audience ： Males and Females over 18 years old
1. Planning to travel overseas (to mid-long haul destinations)
in the next 12 months, AND
2. Who have never been to California
1. Planning to travel overseas (to mid-long haul destinations)
in the next 12 month, AND
2. Who have traveled to California (not for business) in the last 12 months
■ Regions ： Tokyo, Kanagawa,Chiba, Saitama, Aichi, Osaka and Hyogo prefectures covering Japan’s 3 major gateway regions
■ Method ： Internet Research
■ Duration ： December 2006-January 2007
■ Valid answers ： 1,444 samples
Research Outline
Executive Summary : Executive Summary
Travel experiences to CA : ■ Age/Sex Distribution of Japanese who have traveled to California in the last 12 months (p.14)
Japanese visitors to California come mainly from the following segments: men in their 20s to 40s, and females in their 20s and 60s. This validates the CTTC Japan target segments (males in their 30s and females in their 20s).
■ People Japanese have traveled to California with (p.14)
Females in their 20s travel mainly “With Same-sex friends” (28%). Males in their 20s travel mainly with “Girlfriends/ lovers” (31%). Males in their 40s travel primarily “With Spouses” (32%).
■ Japanese travel style to California (FIT vs. Group) (p. 15)
The majority of Japanese travelers to California are FIT travelers across all age segments. Note that this definition of FIT includes “Skeleton” air/hotel packages.
■ Choice of California destinations by Japanese (p. 16)
“Combination of SF and LA” is the top choice for males in their 20s and 30s, whereas “Only LA” ranked #1 for females in their 20s and 30s. Among students, “more than 3 cities including SF and LA” ranked higher than for any other segment.
■ Japanese Length of Stay in California (p. 17)
Answers scattered around from 3 to over 7 days. “ 3 to 4 days” ranked #1 among females in their 20s, and “over 7 days” ranked first among students.
■ Japanese Travel expenses in California (p. 18)
“Between 100,000 and 200,000 JPY” was the most common cost of travel to California among Japanese males in their 20s through 40s and among females in their 30s, whereas “below 200,000 JPY” was most common among females in their 20s. Travel experiences to CA ■ Japanese Month of travel to California (p. 19)
Among civil servants, company owners, and businessmen, May (for Golden Week) and August (for summer holidays) were most popular. There is generally good monthly distribution year-round from Japan.
■ Elements emphasized / high satisfaction (p. 20)
Japanese travelers to California put emphasis on and are highly satisfied with “climate”. Following that, “shopping and “great nature/national parks” show high satisfaction levels. Females in their 20s continue to put surprising emphasis on “shopping”.
■ Destinations within California (p. 8, 21 and 22)
Destinations with high visitation levels are the 2 gateways, Los Angeles and San Francisco. Beverly Hills, Hollywood, Disneyland follow with 60 to 70% visitation. Malibu and Universal Studios scored just less than 60%. All other destinations attracted under 50% of Japanese visitors to California.
National Parks scored surprisingly high satisfaction levels among Japanese who have visited CA, but Yosemite barely made it into the top 10 visited California destinations with only 39% of Japanese visitors to California.
Lake Tahoe and Monterey/Carmel also score high in satisfaction levels among Japanese visitors, but also ranked high in “have heard of it before, but don’t have a clear image” among those who have never visited – a real opportunity for CTTC Japan.
Most surprisingly, Napa & Sonoma are the least well-known major California destinations in Japan
■ Destinations that Japanese considered before deciding on traveling to California (p. 23)
U.S. East Coast and Hawaii are the prime competitors.
Slide6 : ■ Japanese perception of destinations in California by those who have never visited – Unaided awareness (table below – p. 25 to 27)
Places like “national parks” with high actual visitor satisfaction levels and high expectation by non-visitors do not rank high in unaided awareness.
■ Japanese perception of destinations in California – Aided awareness (table below – p. 28 and 29)
California belongs to the same cluster as Hawaii, Florida and Australia. Los Angeles and San Francisco are categorized with New York, Las Vegas and Hong Kong. In this cluster, Los Angeles is not ranked very high, other than 3rd in “liveliness” and “shopping and 2nd in “theme parks”. San Francisco is unique in its combination of “nice climate” and “beautiful city scenery”, although its image for “nice climate” is much lower than that of California as a whole.
■ If Japanese have considered travel to California in the past (p. 30)
43% of Japanese have considered travel to California. Canada and the U.S. East Coast rank high among “competing destinations that Japanese considered but ended up not visiting”. ■ Reasons Japanese did not end up choosing California after consideration (p. 31)
“Thought that we would not be able to enjoy the destination fully in just a short holiday” ranks top. “Travel cost was too expensive” comes in second. Cost is ranked #1 among students.
■ What they did after choosing not to travel to California (p. 32)
“Gave up on travel itself” comes in top. Hawaii comes in first if they ended up traveling. Among students, over 60% of them gave up on travel after considering California.
■ Japanese awareness of destinations in California among those who have never visited (p. 7, 8, 33 and 34)
Disneyland and Universal Studios score highest in terms of awareness among Japanese who have never visited.
Less than 40% have clear images of the 3 national parks, although they are highly ranked in terms of “attractiveness”.
Over 70% answered “don’t know anything about” Lake Tahoe and Napa/Sonoma that have high visitor satisfaction rates.
As far as Monterey/Carmel are concerned, over 50% responded “have heard of them but have no clear image”. ■ Characteristics of California (p. 7 and 35)
“Good climate”,”National Parks” and “Theme parks” rank high in “attractiveness“. As for “Whales”, awareness is low, but attractiveness is high (particularly for females in their 30s). “Sport watching” is below average in “attractiveness”, yet is high among men in their 20s and 30s. Perception on California
Slide7 : Awareness (%) * Green letters: Characteristics of CA. Blue letters: destinations within CA
* Based on Japanese who have never traveled to CA (n=1032） * Crossing point: Average
* Horizontal axis: “aware of the characteristic” or “can imagine what to expect at the destination”
* Vertical axis: Top answer “Find it very attractive” Climate World Famous National Parks Many Theme Parks Movie locations Whale watching from Dec. to Apr. Shopping Beautiful Beaches Sequioia Unique Lifestyle Sports watching Young image Cruise Travel Fly & Drive B&B Visits to wineries Route 66 Trendy spots Ski resort/winter sports Gold Rush Horse riding Trekking/Camping Surfing Plastic surgery Disneyland Resort Universal Studio Hollywood Yosemite N.P. San Francisco Sequioa/Kings Canyon N.P. Los Angeles Death Valley N.P. Hollywood/Melrose/Robertson Beverly Hills Sea World Malibu Beach/Santa Monica/Venice Beach/Marina Del Ray San Diego Wild Animal Park Anaheim Knott’s Berry Farm San Diego Santa Barbara Six Flags Magic Mountain Monterey/Carmel Palm Springs Lake Tahoe Napa/Sonoma Newport Beach/Huntington Beach/Laguna Beach 0.0 20.0 40.0 60.0 0.0 20.0 40.0 60.0 80.0 100.0 Perception of California Attractiveness (%)
〔カリフォルニア州渡航者／未渡航者〕 カリフォルニア州に関する意識 : 〔カリフォルニア州渡航者／未渡航者〕 カリフォルニア州に関する意識 ■ Top 10 answers ※ Please refer to page 22 for actual visitor numbers. Perception of California
Slide9 : ■ Japanese overseas travel frequency (p. 37)
Among Japanese who have traveled to California before, 73% are considered very frequent overseas travelers, having traveled more than 10 times overseas.
Among Japanese who have never traveled to California before, 20% have traveled overseas only 2-3 times and less than 24% have traveled overseas more than 10 times.
■ Destinations visited by Japanese (p. 38)
Japanese who have traveled to California before…
Compared to those who have never traveled to California, visitors have abundant overseas travel experiences. “Asia” and “Hawaii” score highest with around 80% of Japanese visitors to California having also visited. “Europe” follows these destinations with nearly 70% having visited.
Japanese who have never traveled to California…
“Asia” ranks high with over 60%, and “Europe” and “Hawaii” follow with around 40%. Generally, overseas travel experience among men in their 20s is lower than that of females in their 20s. Females in their 30s and 40s score higher in terms of travel experience. ■ Desire to travel to various overseas destinations (p. 39)
Japanese who have traveled to California before…
“California” comes in highest with 69% -- i.e. a very strong desire to repeat which again illustrates the key importance of targeting Japanese repeaters. “U.S. East Coast” and “Europe” come right behind.
Japanese who have never traveled to California…
“Europe” and “Hawaii” rank high. Particularly, “Europe” arouses strong desire to travel in this group. Following are “Asian Beach Resorts” among men in their 30s and 40s and females in their 20s and 30s. “Canada” scores high among men in their 50s and 60s. “California” and “U.S. East Coast” come in top among students.
■ Reasons for desire to travel to California (p. 40)
“City’s atmosphere” and “Full of tourist spots” come in top with scores near 50%. “National Parks and ocean” comes in next with over 30%. “City’s atmosphere” scores high among females in their 20s and 30s. Among students, “National parks and ocean” and “place where you can have fun with your boy/girlfriend” rank lower, and “without any specific reason” and “place where you can have fun with (same-sex) friends” ranks high.
■ What kind of feelings Japanese want to experience traveling to California (p. 41)
“Released/Free feeling” and “Refreshed/De-stressed” rank high. “Excited” comes in high among 40% of students. Overseas travel experiences and travel desire < Regardless of their CA travel experiences>
Slide10 : ■ Segments with generally strong desire to travel to California (left table, p. 39)
・ Those who have traveled to California before (repeaters)
・ Females 18/19 years old, that have never traveled to California
■ Segments for whom desire to travel to California grows after being provided more information about California destinations and attractions (left table, p. 42)
・ Males in their 30s and 40s and females in their 20s who have never traveled to California before.
■ Change in desire to travel to California after providing more information about destinations (left table) The answer “I would like to visit California a little” rises among both those who have and have not traveled to California before. However, “I would definitely like to go” slightly decreases. The total of “I would like to go a little” and “I would definitely like to go” rises for both audiences.
Desire to travel to California < Regardless of CA travel experience>
Japan Marketing Plan Implications : Japan Marketing Plan Implications
Japan Marketing Plan Implications : Japan Marketing Plan Implications
CALIFORNIA DESTINATION TARGETS FOR JAPAN:
Most Japanese travel experiences to California are centered around the large gateways (e.g. LA and SF) and theme parks, whereas the number of Japanese who travel to nearby areas which have abundant nature is limited. Also, when asked about destinations aside from the large gateways and theme parks, a high percentage of Japanese who have not been to California responded “Have heard the names but cannot come up with clear images” or “don’t know anything about” them. This suggests that there is not a good connection between the strong resort-oriented perception of California and the reality that the majority of travelers visit the large cities.
A large percentage of Japanese travelers have only traveled to the 2 major gateways (Los Angeles and San Francisco) Emphasizes the need to improve awareness and product volume in the Japan market featuring other California destinations. An example would be to work with Disney to create more programs focusing on Southern California outside Anaheim with a combination stay at the theme park.
Such destinations as Yosemite, Sequoia, Lake Tahoe, Monterey/Carmel, Napa/Sonoma and Palm Springs have relatively low visitation levels among Japanese, but have relatively higher satisfaction levels among those Japanese who have visited Needs a concerted effort to ensure major Japanese agents promote and package these destinations more aggressively, with renewed media coverage of these less visited destinations.
Such destinations as San Diego, Santa Barbara and Monterey/Carmel have such high name recognition among Japanese (over 50%) but without clear images. Please heavier PR emphasis to introduce detailed attractions of those cities, so that they can be turned into better understood destinations by Japanese.
The star destination of our Japan research, both among Japanese that have or have never traveled to California, National Parks score extremely high in terms of recognition and image. We must allocate more resources in Japan to promoting California’s National Parks.
Japan Marketing Plan Implications : Japan Marketing Plan Implications
MARKET REALITY AMONG JAPANESE WHO HAVE VISITED CALIFORNIA:
The majority of Japanese travel to California using skeleton-type tour packages (air and hotel only or “air-tel” packages) or via FIT arrangements Illustrates the continued need to focus on both Group package development and FIT development.
Average travel expenses to California by Japanese falls between $800-$1,500 -- yet over 25% of Japanese spent more than $2,400 Need to emphasize the value-for-money proposition of travel to California, given less expensive packages available to Hawaii (the leading direct competitor for California) and the continuing trend towards cheaper/closer destinations in Japan.
Japanese visitors purchasing California packages place heavy value/emphasis on natural elements of California, such as its “Climate” and “Great Nature” Need to encourage wholesalers to highlight/promote such powerful naturalistic themes/images in existing tour packages, and need to ensure such messages are included in key CTTC Japan messaging.
Japan Marketing Plan Implications : Japan Marketing Plan Implications
CALIFORNIA IMAGES AMONG JAPANESE WHO HAVE NEVER VISITED:
When asked about “images of California”, resort-associated words like “Ocean”, “Warm Climate”, “Sun” rank high with questions measuring unaided awareness. Given image questions to assess aided-awareness, the results indicate that California is categorized in the same cluster as resort destinations like Hawaii. Moreover, when asked about characteristics of California, “climate” comes in first in terms of attractiveness.
The image of “California” among Japanese who have never visited is very different from that of “Los Angeles” and “San Francisco” Key messages used in promoting California in Japan need to ensure the state is differentiated from the current images of Los Angeles or San Francisco among Japanese.
In terms of California’s brand personalities among Japanese who have never visited, the majority cited “cheerful”, “active” and “big-hearted” – which is also aligned with “sunny” and “positive climate” images. Such positive brand personalities need to be carefully blended in when creating key messages for California in Japan.
Nature-related images of California are reflected much more in the Japan research results than we had anticipated. California is categorized by Japanese with the same image/perception as Hawaii, Florida, and Gold Coast images. However, California is not viewed by Japanese as being superior in any of the categories when compared with such destinations The superior natural attributes of California must be communicated to the Japanese more clearly in our Japanese media coverage.
Japan Marketing Plan Implications : Japan Marketing Plan Implications KEY PERCEIVED BARRIERS PREVENTING JAPANESE FROM VISITING CALIFORNIA:
Over 65% of Japanese have considered travel to California. However, this means that over 34% of Japanese have NEVER even considered travel to California, which is higher than the equivalent percentage of Japanese who have never considered travel to Asia, Europe, Hawaii, Micronesia and even Australia. We need to increase exposure (media or product) on California in general to encourage a higher percentage of Japanese travelers to consider traveling to California.
The top reason why Japanese decide not to travel to California after consideration is: “felt the holiday is not long enough to appreciate the destination” and the 3rd reason is “too far”. We need to create/enhance the image that there is actually not much flight difference from Japan to Hawaii versus Japan to California, and that California can be enjoyed in an equivalent holiday period.
Nearly 6% of Japanese responded “they could not book travel to California as it was too full/crowded”. This is a major issue given continuing flight reductions/capacity reductions between Japan and California. Continue to appeal to airlines to increase seat capacity between Japan and the U.S.
Japan Marketing Plan Implications : Japan Marketing Plan Implications KEY CALIFORNIA MESSAGES/ATTRACTIONS WHICH SPEAK TO THE JAPAN MARKET:
The following California messages and elements are key Select from among these Encourage Japanese wholesalers to include selected messages/elements more aggressively in California packages and ensure media coverage is developed surrounding selected themes/destinations.
Destinations/Activities:
Gateways of SFO and LA as the entry point to a huge range of offerings beyond
National Parks
Napa/Sonoma
Movie locations
Whale Watching (minor but symbolic)
Images/Messages/Characteristics:
Attractive gateway cities but with world-class National Parks/nature
Everything in one destination/huge range of attractions/destinations
Ocean, big nature
Sunshine, warm sunny skies
Open-minded, free, relaxed
Refresh/De-stress and Calm
Virtually the same travel time to Northern California as to Hawaii
A product for every segment from students to silver-aged
Japan Marketing Plan Implications : Japan Marketing Plan Implications JAPAN TARGET SEGMENTS
After providing Japanese who have never visited California with actual destination descriptions and overviews of the attractions, and evaluating their desire to travel to California once better informed, Japanese responding “I would like to go a little” increases, but those who say “I want to go” decreases slightly among some segments. Vital to target Japanese segments where desire to travel to California grows as information is provided, and who have the strongest aspiration to visit California.
Also vital to tailor California destination targets to each target Japanese segment.
Japan targets are as follows:
Females in their 20s-30s
L.A, SFO, Theme Parks, National Parks, Coast Line Beach Resorts (Santa Barbara, Huntington Beach, Laguna Beach), Beverly Hills, Napa and Sonoma, and Fly & Drive along California Coastline
Males in their 30s-40s
LA, SFO, National Parks, Napa, Sonoma, Fly& Drive along California Coastline, San Diego, Beach Resorts (Santa Barbara, La Jolla, Del Mar, Laguna Beach, Monterey & Carmel)
Silver/60’s +
National Parks, Napa, Sonoma, Beach Resorts (Santa Barbara, La Jolla, Del Mar, Laguna Beach, Monterey & Carmel)
Repeaters
National Parks, Fly & Drive, Napa, Sonoma, San Diego, Beach Resorts
Detailed Research Results : Detailed Research Results
Analysis of Japanese Visitors to California : 1 Analysis of Japanese Visitors to California
California visitor segments from Japan in the past year・ : The following three Japanese segments travel most to California: “men in their 20s to 40s”, “women in their 20s”, and “women 60 and above”.
Among women in their 20s, “traveling with a friend of the same sex” ranks highest (28%).
Among men in their 20s, “traveling with a boy/girlfriend” ranks highest” (31%) .
Among Men in their 40s, “traveling with wife” ranks highest (32%).
Among students, “traveling with a friend of the same sex” ranks 26% and “traveling with a lover “or “alone” rank at 23%. These three account for a little over 70% of students. California visitor segments from Japan in the past year・ Q18．Who accompanied you when you traveled to California? 【% of visitation to California in the past year】
※The table below is included from the screening research.
※The top five values are circled. ※Please note that the chart for Q18 and the CA visitors from next page are those who plan to travel mid and long haul overseas vacation in this upcoming 1 year” .
Type of Travel by Japanese to California (FIT vs. Group) : Japanese Visitors tend to choose “Individual Tours” rather than “Package Tour”.
Please note, however, that inlcuded within “Individual Tour” are skeleton packages which are air/hotel only packages.
Package tours are defined as guided tours with fixed itineraries.
Further research may be required to further break-down the FIT category into Skeleton and non-Skeleton FITs. Type of Travel by Japanese to California (FIT vs. Group) Q17．How did you travel to California?
California destinations visited by Japanese : Among men in their 20s and 30s,“SF” and “LA” are the most frequently visited.
Among women in their 20s and 30s, “LA only” is most common.
Among students, “more than three cities including SF and LA” is most popular. California destinations visited by Japanese Q24．Please indicate your last travel itinerary to California (single answer) 1 city 2 cities More than 3 cities
Japanese Duration of Stay in California : A wide range of trip durations exists among Japanese, from “3-4 days” to “more than 7 days”.
Among women in their 20s, “3 to 4 days” was the most common trip duration.
Among students, “more than 7 days” is the most common trip duration. Japanese Duration of Stay in California Q26．Please indicate your duration of stay in California (single answer)
Japanese Travel Cost to California : Among men in their 20s to 40s and among Women in their 30s, “between Yen 100,000 and 200,000” is the most common cost of travel to California.
Among women in their 20s, “less than Yen 100,000” is the most typical cost. Japanese Travel Cost to California Q25．Please indicate the cost of your last trip to California, including accommodation
and air ticket (single answer) JPY100,000 to JPY200,000
Month of Travel to California by Japanese : California sees a relatively consistent month of travel pattern by Japanese throughout the year.
Low season for Japanese is November-February, with March, May, July, August, and September being peak.
Among students, March (graduating trip season) and August to September (summer vacation) are most popular.
Among “Public Workers, Executives, and Businessmen”, May (Golden Week) and August (summer vacation) are most popular. Month of Travel to California by Japanese Q23．Please indicate the month you visited California (single answer)
Importance／Satisfaction of California elements for Japanese : Importance／Satisfaction of California elements for Japanese Q23．Please rank the importance in the following matters when you planned to visit West Coast (single answer) “Climate” is the single most important dimension of California, as well as the single element that engenders the greatest satisfaction by Japanese visitors.
“Shopping” is the next highest particularly among women in their 20s.
Awareness of Each California Destination / % of Visitors who experience :
The most visited destinations in California by Japanese are “Los Angeles” and “San Francisco”.
Beverly Hills/Hollywood/Melrose, and Disneyland have been visited by 60-70% of Japanese who visit California.
Malibu/Santa Monica, and Universal Studios have been visited by 60% of Japanese visitors to California.
All other destinations in California are visited by fewer than 50% of Japanese visitors to California, with Lake Tahoe the least visited of major California destinations.
The top three destinations that Japanese visitors have “never visited, but for which they have a clear image” are “Sequoia & Kings Canyon National Park”, “Death Valley National Park” and “Yosemite National Park”.
The California destinations that Japanese visitors “have heard of by name but find it most difficult to picture” are Monterey and Carmel.
The top cities that visitors “don't know at all” are Napa and Sonoma. Awareness of Each California Destination / % of Visitors who experience Q11．For each of the following locations in California, select the answer that best reflects your opinion (single answer) ※CA渡航者ベース
Evaluation of California Destinations : For Japanese, the five most attractive destinations in California are “Yosemite National Park”, “Sequoia／Kings Canyon National Park”, “San Francisco”, “Lake Tahoe”, and “Death Valley National Park”.
The next most attractive in the eyes of Japanese are “Monterey／Carmel” and “Disneyland Resort.”.
“Yosemite National Park”, “Sequoia／Kings Canyon National Park” and “Lake Tahoe” are high in evaluation but visitation ratio are not high.
The lowest visitation by Japanese visitors to California is surprisingly to Lake Tahoe, although the perceived attractiveness for Japanese visitors ranks it #4. Evaluation of California Destinations Q13．Is your image of the following California destinations attractive, and did you actually visit? (single answer) ※Based on CA Visitors
※Attractiveness：TOPBOX
Competitive Destinations for California among Japanese : The top three competitive destinations are “U.S. East Coast”, “Hawaii”, and “USA other cities beside California and US East Coast”. Competitive Destinations for California among Japanese Q19．When you planned your California trip, what other destinations did you actively consider besides California? (multiple answers)
Recognition of California by Japanese who have never visited : 2 Recognition of California by Japanese who have never visited
Image of California among Japanese who have never visited (Unaided image) : Image of California among Japanese who have never visited (Unaided image) Q2．What images do you associate with California? (unlimited answers) The top five images of California among Japanese who have never visited are “Orange／Fruit,” “Ocean／Beach,” “Warm climate/Good Weather”, “Sun”, and “Blue Sky”
All unaided images of California among Japanese are overwhelmingly positive with no negative images raised.
Image of San Francisco among Japanese who have never visited (Unaided Image) : Image of San Francisco among Japanese who have never visited (Unaided Image) Q2．What images do you associate with San Francisco? (unlimited answers) The leading two images of San Francisco among Japanese who have never visited are the “Hilly Topography”and “the Golden Gate Bridge.”
Men 20s to 30s have a strong association of “Baseball” with SFO
In general, images of SFO among Japanese who have never visited are generally positive, if somewhat diffuse
Image of Los Angeles among Japanese who have never visited (Unaided Image) : Image of Los Angeles among Japanese who have never visited (Unaided Image) Q2. What images do you associate with Los Angeles? (unlimited answers)
The leading images of Los Angeles among Japanese are “Hollywood”, “Celebrity”, “Major Modern U.S. City”.
Men 20s to 30s highlight “Baseball” -- #3 image.
Unlike other California destinations, LA has a negative image of Danger -- #4 image.
Images of California, SFO, and LA among Japanese who have never visited (Aided Image) : California is included in Cluster 1 destinations which have a strong image of “good climate”, “rich nature,”and “place to enjoy sports”.
Note that the image of California’s weather is much more positive than any other destination including Hawaii.
The cities included in Cluster 2 have a strong image of being “energetic” with New York and Las Vegas especially ranking high.
San Francisco has a strong image for having a “good climate” and as a “beautiful city”, second only to Paris.
Los Angeles’ top images for being a “lively” city, with good shopping, and a place to enjoy theme parks (second to Las Vegas) but does not come in top in any of the competitive categories.
Images of California, SFO, and LA among Japanese who have never visited (Aided Image) Q4．Select the images that best suit the following destinations (multiple answer) ※This cluster classification is based on the correspondence analysis and cluster analysis on the next page.
※Lines in the graph indicates the cities in clusters 1 and 2.
Image Positioning of California and each city by Japanese (Aided Image) : Good service for Spa Place to enjoy diving, snorkeling,
golf, and other sports. Place to enjoy Entertainments and shows Good quality and service for hotels and restaurants Place to enjoy theme parks and attractions Place to enjoy shopping Place to enjoy museum and historical places Place to enjoy food and wine culture Place to visit
with friends Place to visit with spouse or
Girlfriend/boyfriend Place to visit with friends Quiet Place Lively Image Wild nature Beautiful City Good weather Reasonable Price
to travel Easy Access from
Japan Good Public Safety Hawaii Milan Paris London Hong Kong Paris Phuket Gold Coast Cairns Vancouver Florida Las Vegas New York Los Angeles San Francisco
California -1.0 -0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6 0.8 1.0 -0.8 -0.6 -0.4 -0.2 0.0 0.2 0.4 0.6 0.8 軸 2 軸 1 Cluster 2 Cluster 3 Cluster 1 Nature Culture Active Not Active The chart at left charts the image of each destination among Japanese, based on correspondence analysis. The horizontal axis shows the level of activity tourists expect (active to not active) and the vertical axis shows a continuum of nature to culture.
California is positioned by Japanese in Cluster 1 with Hawaii, Florida, and Australia’s Gold Coast, on the Active end of the range, with a balance of Nature and Culture but more tending towards Culture.
Los Angeles is positioned by Japanese as a more active, Energetic destination, and a Place to enjoy theme parks and attractions, together with Hong Kong and Las Vegas.
San Francisco is positioned very close to the center, offering something for everyone, but also lacking definition/image and a clear selling proposition in the minds of Japanese. Image Positioning of California and each city by Japanese (Aided Image) Q4．Select all images that best suit the following destinations (multiple answer) ※Both above and left charts are based on Japanese visitors who have never visited California.
Travel Planning by Japanese who have not visited California : 43% of Japanese have planned a trip to California but have not yet visited
22% of Japanese have planned a trip to California but not yet seriously
34% of Japanese have no plan/intention to visit California
Canada and the U.S. East Coast are also ranked high for Japanese who have planned but not traveled there (34.5%)
Asia, Europe, and Hawaii are ranked high in terms of number of Japanese who have visited before.
The Middle East, Africa, South America, the Caribbean, and “Other US cities” are ranked high among Japanese who have “No Plan” to visit. Travel Planning by Japanese who have not visited California Q7．Have you ever planned or visited the following destinations (multiple answers) ※ Based on Japanese with no experience visiting California.
※Cities：Highest to Lowest % of visitation.
Reasons for Japanese not to choose California as a destination : The #1 and #3 reasons for Japanese not to choose California as a destination is that it has a perception of being too far for just a short holiday.
The #2 reason is the perception among Japanese that California is too expensive to travel to.
The #4 reasons is perturbing – an image that California is not very safe. Reasons for Japanese not to choose California as a destination Q9．What are the reasons you canceled a planned California trip? (multiple answer) ※Left Chart： Based on Japanese with no experience visiting CA
※Right Chart：Based on who planned a trip to CA but never took the trip.
※Right Chart：Only shows results more than 5%
※Values less than=30 is for reference only.
Competing Destinations for California among Japanese planning a trip : “Canceled the trip” is the most common answer.
“Hawaii” is the #1 competitor among Japanese who visited other destinations instead of California. Competing Destinations for California among Japanese planning a trip Q8．Where did you visit instead of California (single answer) ※ Based on Japanese who planned to travel to California.
※ Values less than n=30 are included only for reference.
Awareness of California Destinations by Japanese who have never visited : Disneyland has the greatest awareness of any California destination among Japanese who have never visited California.
The next highest awareness levels are Los Angeles, Universal Studios Hollywood, Beverly Hills, San Francisco, and Hollywood/ Melrose/ Robertson.
For all other California destinations, fewer than 50% of Japanese who have never visited California have a clear image of the destination.
San Diego, Santa Barbara, and Monterey/Carmel are ranked the highest among California destinations that Japanese have heard of before, but for which they no clear image.
70-80% of Japanese have never heard of Napa/Sonoma, Lake Tahoe, or Six Flags. Awareness of California Destinations by Japanese who have never visited Q12．Select from the 3 answer choices below the answer which best describes your knowledge of the destination. (single answer) ※ Based on who never visit California
※ Never visited, but have a clear image of the destination
Attractiveness of California Destinations for Japanese (After Analysis) : Disneyland, Universal Studios, Yosemite and SFO are ranked the most attractive.
Women in their 20s and 30s especially attracted to destinations listed.
National Parks are very attractive but suffer from unclear image. Attractiveness of California Destinations for Japanese (After Analysis) Q13．Are you attracted to the following destinations? (single answer) ※ Attractiveness: TOPBOX（Attracted to）
Attractiveness and Recognition of California Characteristics among Japanese : “Moderate weather,” “National Parks,” and “Theme parks” are recognized attractive characteristics of California among Japanese.
“Whale watching” is low in recognition & high in attractiveness among women in their 30s.
Among men in their 20s to 30s, “Sports watching” is a recognized attractive characteristic of California. Attractiveness and Recognition of California Characteristics among Japanese Q15．Are you attracted to and recognize the following California characteristics? ※ Attractiveness: TOPBOX（Attracted to）
California Travel Experience by Japanese : 3 California Travel Experience by Japanese
Overseas travel frequency by Japanese : This question was asked only of Japanese who are “Planning to travel on a mid-haul or long-haul overseas vacation in the coming 1 year” and so it reflects a more experienced Japanese traveler.
Having traveled overseas more than 10 times in the past was the most common response, both among those who have visited California before and among those who have not.
Almost 70% of Japanese who have visited California before are experienced travelers, having traveled overseas more than 10 times in their lifetime.
Of those Japanese who have never visited California before, the most common travel frequency was either 2-3 times during their lifetime, or over 10 times. Overseas travel frequency by Japanese Q28．How many times have you traveled overseas? ※ Respondents limited to Japanese “Planning to travel on a mid or long haul overseas vacation in the coming 1 year”
Destination choice by traveling Japanese : Among “Japanese who have never traveled to California”……
A little over 60% chose Asia while 40% chose Europe and Hawaii.
Japanese women in their 20s are more interested in overseas travel than Men in their 20s.
Women in their 30s and 40s are generally more interested in overseas travel than any other clusters.
The top destination among students is “Asia”
“Japanese who have visited California in the past”……
Have more experience traveling overseas compared with Japanese who have never visited California.
80% are likely to have also traveled to “Asia” and “Hawaii”, the top 2 destinations, followed by Europe. Destination choice by traveling Japanese Q7．Have you ever planned to visit or actually visited the following destinations (not including business trips). ※ Respondents limited to Japanese “Planning to travel on a mid or long haul overseas vacation in the coming 1 year”
Japanese interest in traveling to California ～ Before providing explanation of California’s destinations and characteristics～ : Among “Japanese who have never traveled to California”……
Those most interested in traveling to California are:
Teenage women and students
Men and Women in their 20s
Men in their 40s
“Europe” and “Hawaii” rank high as aspirational destinations in every Japanese target segment.
Besides the above 2 destinations, “Asian Beach Resorts” rank high among Japanese men in their 30’s to 40’s and women in their 20’s to30’s.
Both Japanese men and women in their 50’s to 60’s indicate a distinct inclination to “Canada”.
Among Japanese students, “USA East Coast” and “California” rank high.
Among Japanese who have visited California before, the desire to repeat is very high at 69.4%, with California as their #1 desired destination Japanese interest in traveling to California ～ Before providing explanation of California’s destinations and characteristics～ Q1．Where would you like to travel on your next overseas leisure trip? ※Respondents limited to Japanese “Planning to travel on a mid or long haul overseas vacation in the coming 1 year”
Japanese motivation for wanting to travel to California (Cont.) ～ Before providing explanation of California’s destinations and characteristics～ : The dominant motivations for Japanese in wanting to travel to California are its “attractive cities” and the “wide range of tourist spots to visit”.
Once again, beautiful nature in the form of “National Parks and Ocean/Beach” was a compelling driver for over 30% of Japanese.
For our 2 key Japan segments, the main motivators in selecting California were:
-- Japanese men in their 30s are attracted by the breadth of tourism offerings (59%) and the attractive atmosphere of California’s cities (51%)
-- Japanese women in their 20s, and Repeaters (the other two key Japan target segments for California) are both attracted by exactly the two same motivators (although the order is reversed)
In developing key messages for the Japan market under the 2007-2008 consumer promotion campaign, these themes are expected to speak most powerfully to the CTTC’s target Japan market segments
Japanese motivation for wanting to travel to California (Cont.) ～ Before providing explanation of California’s destinations and characteristics～ Q5．What are the reasons you would like to visit California?
Japanese motivation for wanting to travel to California (Cont.) ～ Before providing explanation of California’s destinations and characteristics～ : For Japanese, a desire to “Relax”, an “Open-minded and free atmosphere”, and a desire to “Refresh and get rid of stress” were dominant themes motivating Japanese to choose California as a destination.
For our 3 key Japan segments, the main motivators were:
-- Japanese men in their 30s seek to experience an open-minded and free atmosphere (65%) and to refresh and rid themselves of stress (50.6%)
-- Japanese women in their 20s and Repeaters who have visited California before are motivated by exactly the two same motivators (although the order is reversed)
In developing key messages for the Japan market under the 2007-2008 consumer promotion campaign, these themes are expected to speak most powerfully to CTTC’s target Japan market segments Japanese motivation for wanting to travel to California (Cont.) ～ Before providing explanation of California’s destinations and characteristics～ Q6．When you visit California, what is it you most expect to feel?
Japanese interest in traveling to California ～After providing an overview of California’s tourist attractions and characteristics ～ : After providing an overview of California’s tourist attractions and characteristics, we asked Japanese about their interest in traveling to California.
The intent was to measure how susceptible different segments are to the California tourism message, and which segments will be most susceptible to CTTC promotions/ campaigns.
The Japanese segments which show the greatest prompted interest in traveling to California are:
-- Japanese Men in their 30’s who have not yet visited California (90.3%)
-- Japanese Women in their 20’s and 30’s who have not yet visited California (92.2% and 86.4% respectively)
-- Japanese repeat travelers who have previously visited California (93.9%) Japanese interest in traveling to California ～After providing an overview of California’s tourist attractions and characteristics ～ Q16．How much do you want to visit California?
Miscellaneous Research Conclusions : 4 Miscellaneous Research Conclusions
Tools used by Japanese in selecting a travel destination : The most powerful tool for Japanese in selecting a destination are Travel Agent Brochures which rank top in every single age/sex category.
This illustrates the key importance of working aggressively with the Japanese travel trade to maximize the number of pages for California, and the depth and breadth of California packages on offer.
General web portals such as Yahoo are important tools for Japanese to develop a general image of a destination.
Travel guidebooks are key tools in making a specific travel plan for Japanese, particularly for our key segment of Women in their 20s.
The percentage of Japanse using the internet as a destination selection tool is highest among men in their 30s and 40s.
General media exposure in print publications has a significant impact on destination selection, while paid advertising has a significantly lower impact on destination selection in Japan. Tools used by Japanese in selecting a travel destination Q27．How do you usually collect information when selecting a travel destination?
The Internet as a tool for Japanese to research/book overseas travel : The Internet as a tool for Japanese to research/book overseas travel Q29．Have you used the internet to book overseas travel? Less than 18% of Japanese use the internet to purchase overseas travel (packages, hotel or air).
17-18% of Japanese use the internet to book travel on-line.
20-22% of Japanese use the internet to check availability on-line.
The greatest use of the internet as a travel purchasing tool is for 20-30% of Japanese in their 20s to 30s – a key target for CTTC Japan.
Annual Income : Annual Income Q.30 What is your annual income? Japanese who have visited California in the past have a higher average annual household income than Japanese who have not yet visited California
Supports earlier evidence that travel to California is perceived by Japanese as a relatively more expensive overseas trip. ※Respondents limited to those “Planning to travel on mid and long haul overseas vacations in the coming one year”