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Economic Impact of Inbound Tourism on Regional Destinations of Japan Takeshi Kurihara Institute for Transport Policy Studies

Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

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Page 1: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Economic Impact of Inbound Tourism on Regional Destinations of Japan

Takeshi Kurihara

Institute for Transport Policy Studies

Page 2: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Research background and objective

• Japanese domestic travel market will decline

• Inbound tourism demand has been increasing

– Economic impact on the regional destination?

– Is Inbound tourism beneficial or not?

• Evaluate the economic impact on the regional destinations quantitatively

– Inbound tourism spending survey

– Effective inbound tourism policy for the regions

2

Page 3: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Research question

Is inbound tourism important compared to the domestic tourism?

What is the characteristics of inbound tourism spending behavior in the regional destination compared to that in the big cities?

How can we measure economic impact of inbound tourism on the regional destination?

What is the effective inbound tourism policy for the regional destination?

3

Page 4: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Positive impact of inbound tourism Economic Socio-cultural

ho

st increase income,

tax revenue creating job

improve destination image proud of their region conservation of cultural resources

bo

th

mutual understanding (cultural fusion, passport to peace)

gues

t

understanding of cultural resources destination attachment

4

Page 5: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Number of oversea visitors stayed (2013) 5

Data: JTA (2013), Population census (2010)

• Small numbers compared to the big cities

• Inbound tourism impact on some regional destinations

No. oversea visitors stayed (a)

/pop (a/pop)

oversea share (a/total no.)

Regional

Takayama 149,996 1.62 0.153

Fuji kawaguchiko

96,524 3.79 0.157

Big city

Sapporo 708,264 0.370 0.121

Kyoto 789,945 0.536 0.144

Page 6: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Data: JTA (2012)

6

Golden route: Visitors to Tokyo area, Mt. Fuji, Nagoya, Kyoto, Osaka

Travel experience and destination

• Popular destinations for 1st time visitors

• Repeat visitors travel to some other destinations

Visitors from

No. visits to Japan

Destination

Within Golden route

Hokkaido Kyushu

Taiwan 1st time 45% 19% 15%

3rd time 39% 20% 17%

Thailand 1st time 70% 0.4% 0.4%

3rd time 49% 14% 16%

Page 7: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Inbound tourism spending in Japan Spending/region (cumulative %, 2010)

7

0

20

40

60

80

Japan

Korea

Taiwan

China

S E Asia

N America

(%)

Kanto(incl. Tokyo)

Kinki(incl. Osaka)

Chubu(incl. Nagoya)

Data: JTA • Most spending goes to the metropolitan area

Page 8: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Necessities for the spending survey

• Consumption trend survey for foreigners visiting Japan – Japan Tourism Agency – Data limitation on the regional destinations

8

Needs their own survey

Know-how?

Page 9: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Variety of samples

Accurate spending amount

Low cost

2. Sample size

3. Survey sheets

1. Survey area

4. Place

Aims Points

5. Distribute & receive

6. Interviewer

9 Points to the survey

• Provide a finding to the regional destinations

Page 10: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

0 100km

2005年人口

(人)

1

Yufu

Aso

Kumamoto

Kagoshima

Miyazaki

Beppu

Fukuoka

Nagasaki

Kurokawa

Survey area

× × × ×

× ×

× ×

10

Page 11: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Benefit for collecting data

Cost benefit analysis

Who is the beneficiary of inbound tourism? →discussion on cost burden

11

1 Understand the travel spending behavior

2 Input for estimating the economic impact

Information for inbound tourism marketing

Page 12: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Survey outline

0 400km

Fuji kawaguchiko Oct 2012

Takayama Apr 2013

Yufu, Aso, Ibusuki Oct 2013 to Feb 2014

Popular destinations in Japan

12

Page 13: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Spending items 13

Accommodation Eating & drinking Transport

Amusement service Shopping

(exclude JR pass, etc.)

Page 14: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Survey Result 14

No. distribution (a)

No. respondents

Valid samples

(b)

Return rate (b/a)

Yufu 593 90 76 13%

Aso 620 91 87 14%

Ibusuki 600 58 43 7%

Fuji 258 160 156 60%

Takayama 377 210 198 53%

Page 15: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Visitors’ country/region 15

0 20 40 60 80 (%)

Takayama

Fuji

Ibusuki

Aso

Yufu North East Asia South East Asia

Europe

Australia N. America

• Small number of visitors from North East Asia at Aso, Fuji and Takayama.

Page 16: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Length of stay 16

0 20 40 60 80 (%)

Takayama

Fuji

Ibusuki

Aso

Yufu 1 night Day trip

2 nights 3+

• Yufu, Fuji: close to the major destination(Beppu, Shinjuku)

Page 17: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Travel spending in Takayama

• Oversea visitors’ travel expense – Total amount exceeds Japanese visitor for overnight visitor

– Spending for shopping is higher for both one day and overnight

0 5 10 15 20 (1,000yen/pop)

Accommodation

Eat & drink Shopping

Transport Amusement

One day

Overnight

Japanese

Oversea

Japanese

Oversea

Other

Japanese data: Takayama city tourism statistics (2012)

17

Page 18: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Travel spending in Takayama

• Travel spending of visitors from Europe and Australia is higher than visitors from Asia

• By spending items: Transport→Asia, Shopping→Australia

0 1 2 3 (10,000 yen/pop)

Asia (n=20)

N. America (n=24)

Europe (n=67)

Australia (n=39)

Shopping** Transport*

¥27,650

¥33,958

** ¥21,840

¥22,615

* 95% Sig. ** 99%

**

18

Page 19: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Travel spending (one night visitor) 19

0 5 10 15 20

Takayama

Fuji

Ibusuki*

Aso

Yufu

(1,000yen/pop

Shopping Accommodation

Eat & drink

Transport

Amusement service

Page 20: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

night(s) a b c d e Y

ufu

0-1 - ● × ● ●

1-2 - - - - -

Aso

0-1 - - - - -

1-2 ○ ● ● × ○

Fuji

0-1 - × × × ×

1-2 ○ × × × ×

2-3+ - - - - -

Takayam

a

0-1 - ● × ● ×

1-2 ● × × ○ ×

2-3+ × × × × ×

Travel spending and Length of stay

• Travel spending of each regional destination has its saturating point

● 99% significance level ○ 95% significance level × no significance

20

a) Accommodation b) Eating & Drinking c) Transportation d) Amusement Service e) Shopping

Page 21: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Conclusion • Propose the inbound tourism spending survey in

regional destinations

• Characteristics of inbound tourism spending in the region

– Value for money; regional specialty that reflects their own history or story

– Saturation of spending amount⇔even length of stay extend, spending increase?

– Visitors from Asia spend more? like Tokyo?

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Page 22: Economic Impact of Inbound Tourism on Regional …...Information for inbound tourism marketing Survey outline 0 400km Fuji kawaguchiko Oct 2012 Takayama Apr 2013 Yufu, Aso, Ibusuki

Policy implication 22

Monitoring the spending trend in the regions themselves

To increase the number of visitor is better than extend the length of stay in some regions

Quality and variety of local food, amusement service, products(souvenirs) for enhancing the economic impact