Japanese Tourism Values

Abstract

This study evaluates the research method of means–end in a cross-cultural research context in order to understand Japanese tourists’ values that drive travel choices in New Zealand. It contributes an extensive critique of means–end analysis and its advantages over quantitative research methods in cross-cultural research. Its theoretical contribution comes in the form of a set of values or travel motivators, including a number of culturally motivated values that reveal unique insights into Japanese travel experiences. The article argues that meaningful values research must consider not only those values that are commonly understood across cultures but also those that are particular to the culture of interest, in order to understand what drives perception and satisfaction relevant for destination management and marketing. The data can be used to address a number of practical issues facing tourism practitioners such as segmenting the Japanese market, positioning tourism offerings within this market, and developing communication strategies.

Means-End Chain theory: a critical review of literature

“…Another area of interest with a representative number of articles is travelling and tourism. There is a notable tendency in moving from pure travel-related topics, such as the search for/evaluation of travel destinations (Klenosky, 2002;Naoi, Airey, Iijima, and Niininen, 2006;Pike, 2012;Watkins and Gnoth, 2011) and car-sharing (Wilhelms, Henkel, and Falk, 2017;Schaefers, 2013) to health and medication related issues (Boga and Weiermair, 2011;Menvielle, Menvielle, and Tournois, 2014).…”

Are Luxury Travelers Alike? A Qualitative Means–End Segmentation Approach

“…Klenosky (2002) identified seven means (e.g., beach, warm weather) and four ends (e.g., self-esteem, excitement) that exemplify different means meeting different ends. Watkins and Gnoth (2011) found that two means (backpacking and joining package tours) were adopted for different ends: human relationships and freedom for backpackers and comfort and safety for package tourists. These three scenarios demonstrate the potential of using means (luxury travel) and ends (personal values) to segment luxury travelers.…”

The Practice of Religious Tourism among Generation Z’s Higher Education Students

“…In the context of tourism, many researchers have studied how values influence the behavior of tourists in leisure and travel [59,60]. In this sense, the values are also widely used for the segmentation of the tourism market.…”

“…Their values primarily comprise internallyoriented values (personal fulfillment, fun and enjoyment, excitement, accomplishment, warm relationships with others, and self-respect) and outward-oriented values (a sense of belonging, being respected, and security). Focusing on inner recollection, Watkins and Gnoth, (2011) [60] found that personal inner harmony and spirituality are important elements of the analysis.…”

“…While the aforementioned list of values focuses on individuals, Dalen (1989) [63] tries to segment tourism markets into levels by identifying four types in the Norwegian population: traditional idealists, modern idealists, traditional materialists, and modern materialists. Different social cultures can generate a variety of values, which are good predictors of tourism behavior [60]. Likewise, the cultural environment where people live will shape their values towards life and the world [64].…”