Segmenting Japanese Tourists to Hawaii According to Tour Purpose

Abstract

This study will focus on Japanese tourists who make up the largest international tourist market for Hawaiian tourism. The goal of this study was to explore the potential of the segmentation of Japanese tourists by their specific tour purpose. Respondents indicated five main purposes such as honeymoon tourism (10.8%), fraternal association tourism (17.8%), sports tourism (33.8%), tourism for rest and relaxation (7.6%), and business/VFR tourism (29.9%). According to results of one-way ANOVA test, chi-square test, and correspondence analysis, respondents' characteristics were differently shown on the basis of tour purpose-based segments. Thus, it is concluded that tour purpose-based segmentation is very useful and straightforward in practical application. Finally, the results of this study are expected to establish marketing strategies for attracting more Japanese tourists and providing satisfaction through differentiating demands according to the main purpose of their tour.

Key Words:

• Tour purpose
• segmentation
• Hawaii
• Japanese tourists