Tourist Growth and the Implications for Retail Marketing Strategy: Insights from Japan

ABSTRACT

Japan is experiencing significant growth in inbound tourist numbers, with this expected to continue. This research examines the effects of this increase on the Japanese retail sector. Tourist survey data are examined, and the level of interest and tactical marketing activity from the retail sector in targeting tourists is analyzed using a content analysis of national press sources. These findings are viewed through the lens of the literature on tourist shoppers and implications for marketing managers are discussed. Findings suggest retailers need to become more sophisticated in their marketing strategies in order to effectively meet the needs of inbound tourists.

KEYWORDS:

• Japan
• retail
• tourism
• strategy

Additional information

Notes on contributors

Roy Larke

Roy Larke [PhD] is Senior Lecturer, Department of Marketing, Waikato Management School, Waikato University, Private Bag 3105, Hamilton, 3420, New Zealand (E-mail: [email protected]).

Mark Kilgour

Mark Kilgour [PhD] is Senior Lecturer, Department of Marketing, Waikato Management School, Waikato University, Private Bag 3105, Hamilton, 3420, New Zealand (E-mail: [email protected]).

Surej P. John

Surej P. John is Teaching Fellow, Department of Marketing, Waikato Management School, Waikato University, Private Bag 3105, Hamilton, 3420, New Zealand (E-mail: [email protected]).