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海外旅行調査2012Market Survey Of Overseas Travel
~2011年訪問地別の海外旅行分析~
(ENGLISH VERSION Analysis by Each Destination)
AB-ROAD Overseas Travel Survey 2012 2
Index
Prologue: Outline of the Report 3
Outline of the Survey 4
Definitions of Categories in the Report 5
Report: Analysis by Each Destination 7
Total 8
UK 12
France 18
Germany 24
Spain 30
Italy 36
Turkey 42
USA East 48
USA West 54
Canada / Alaska 60
Hawaii (Oahu) 66
Hawaii (other than Oahu) 72
Guam 78
Saipan 84
Shanghai 90
Beijing 96
Other China (exc. Hong Kong and Macau) 102
Hong Kong / Macau 108
Taiwan 114
Korea 120
Singapore 126
Thailand (other than Thai beaches) 132
Vietnam 138
Bali 144
Oceania 150
3
Prologue
Outline of the Report
AB-ROAD Overseas Travel Survey 2012 4
Outline of the Survey
●PurposeTo determine details regarding booking, expenses, and degree of satisfaction among those who traveled overseas
in 2011.
●RespondentsThose who traveled overseas in 2011 (whose month of departure was in 2011) were selected from INTAGE’s
Intage Net Panel (the three regions of Kanto, Kansai, and Tokai).
●PeriodMar 21 (Wed.) through Mar 23 (Fri.), 2012
●Method
Internet survey
●Sample Size5,077 respondents (8,495 approached, 5,241 collected from for a collection rate of 61.7%)
●Tabulation Method
The survey results were subjected to tabulation (weight-back tabulation) by converting to the sex and age
composition of leisure travelers. The three areas covered were Kanto (Tokyo, Kanagawa, Chiba, Saitama,
Gunma, Tochigi, Ibaragi prefectures,) Kansai (Osaka, Kyoto, Hyogo, Nara, Shiga, Wakayama prefectures,) and
Tokai (Gifu, Shizuoka, Aichi, Mie prefectures.)
Weight
Addenda:
(1) Figures from past versions of this survey are quoted as time-series data.
2011 survey: Mar 29 through Apr 1, 2011; tabulation sample size of 5,094† The 2011 survey excluded all of Ibaragi prefecture and part of Chiba prefecture due to the impact of the Great East Japan Earthquake.
2010 survey: Mar 23-26, 2010; tabulation sample size of 5,280
(2) For single answers, since figures for each option are rounded off to the second decimal place, the total of all
options may not add up to exactly 100%.
(3) Since figures are rounded off, figures of 0.04% or less (including 0%) are all indicated as "‐."
(4) In order to precisely identify destinations, respondents who had been on multiple trips were asked about the
last trip they took.
(5) The terms "first visit" and "repeater" in the "incidence of first visit" graph are defined as follows.
"First visit": The last trip taken was the first visit to the corresponding country / area.
"Repeater": The last trip taken was the second visit or even later visit to the corresponding country / area.
† If two or more countries / area are designated (such as "Canada / Alaska") a second or later visit to either country
/ area constitutes a "repeater."
(6) Because the tabulated results were based on weight-back tabulation, there are sample sizes (n) in this report
that do not match the tabulation sample sizes that were actually yielded by the survey.
18-29 yrs 30-39 yrs 40-49 yrs 50 yrs+ 18-29 yrs 30-39 yrs 40-49 yrs 50 yrs+0.572 0.820 0.951 1.722 1.016 0.844 0.639 1.413
Male Female
AB-ROAD Overseas Travel Survey 2012 5
Definitions of Categories in the Report
Definitions of areas visited(respondents will have visited any of the following countries / areas)
UK UK
France France
Germany Germany
Spain Spain
Italy Italy
Turkey Turkey
USA East USA East (New York, Niagara Falls, etc.)
USA West USA West (Los Angeles, Las Vegas, etc.)
Canada / Alaska Canada / Alaska
Hawaii (Oahu) Stay in Oahu, Hawaii
Hawaii (other than Oahu) Stay in part of Hawaii other than Oahu
Guam Guam
Saipan Saipan
Shanghai Shanghai
Beijing Beijing
Other China (exc. Hong Kong and Macau) China other than Shanghai, Beijing, Hong Kong, and Macau
Hong Kong / Macau Hong Kong / Macau
Taiwan Taiwan
Korea Korea
Singapore Singapore
Thailand (other than Thai beaches) Thailand (non-beach resorts such as Bangkok, Chiengmai, Ayuttaya, etc.)
Vietnam Vietnam
Bali Bali
Oceania Australia, New Zealand, other Oceania
6
Report: Analysis by Each Destination
7
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
All destinations/Total '11 (n=4265)
All destinations/Total '10 (n=4436)
61.9
64.3
40.8
38.1
35.7
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
All destinations/Total '11 (n=5094) 7.2
All destinations/Total '10 (n=5280) 6.8
18.1
18.9
19.9
15.7
15.7
17.0
10.2
9.4
9.7
11.8
10.1
10.3
13.9
14.4
14.2
11.0
11.4
10.2
4.6
4.5
3.814.9
15.6
14.7%
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
All destinations/Total '11 (n=5094)
All destinations/Total '10 (n=5280)
54.3
51.9
50.3
45.7%
48.1
49.7
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male 50
yrs or
older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
All destinations/Total '11 (n=5094)
All destinations/Total '10 (n=5280)
6.3
6.8
10.2
11.2
10.7
11.1
21.3
21.7
21.8
12.9
12.7
12.8
11.0
11.1
11.3
8.1
7.7
7.2
18.3
19.6
17.8
6.8% 9.9 11.7
8
Total
●Profile▽ Sex and age: "male 50 yrs or older" (21.3%) comprised the largest percentage and was followed by "female 50
yrs or older" (18.3%).
▽ Incidence of first visit: 45.7%.
▽ Number of trips overseas thus far: average of 14.4 times.
●Travel Outline▽ Travel expenses: average of 152,000 yen.
▽ Incidence of package tour use: 59.2%.
▽ Number of days traveled: average of 7.3 days.
▽ Accompanying travelers: "married couple travel" is largest percentage (25.6%).
▽ Purpose for travel: "to eat good food" is largest percentage (50.3%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (47.0%) is largest percentage,
followed by "visit famous and historic places" (33.6%) and "famous dishes" (26.9%).
▽ Total expenditures at destination: average of 191,000 yen.
Profile
■Sex and age (Total/Single answer) ■Incidence of first visit (Total/Single answer)
■Number of overseas trips thus far (Total/Single answer)
Travel Outline■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled (Total/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
All destinations/Total '11 (n=5094) 14.0
All destinations/Total '10 (n=5280) 14.4
4.5
4.9
11.5
12.2
17.5
18.6
18.8
10.7
12.2
11.5
55.5
53.1
52.6
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
All destinations/Total '11 (n=4265) 17.6
All destinations/Total '10 (n=4436) 16.2
Average
(tens of
1000s
of yen)
9.6
15.1
26.4
25.4
17.6
16.2
15.8
11.9
12.8
11.8
14.6
17.5
16.5
6.8
9.5
17.1% 26.6
8.5
5.5
8.1
6.8
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
(%)
Average
(in 10s of
1000s of yen)
All destinations/Total '12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
'12 4243 18.7 15.5 6.5 16.6 9.8 8.8 23.3 0.8 19.1
'11 4265 21.1 21.2 6.9 16.8 10.0 6.6 16.8 0.5 15.0
(%)
Average
(in 10s of
1000s of yen)
All destinations/Total '12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
'12 4243 4.8 7.8 19.3 15.5 17.0 18.1 16.2 1.1 5.6
'11 4265 4.4 7.3 17.9 17.2 16.4 18.9 17.1 0.9 5.6
'12 4243 9.8 11.7 27.4 19.5 15.6 10.9 3.9 1.2 2.4
'11 4265 10.0 10.4 26.6 18.5 16.7 12.2 4.8 0.9 2.6
'12 4243 20.4 8.5 22.4 15.8 13.9 11.2 6.2 1.6 2.6
'11 4265 20.8 8.6 21.0 15.5 13.9 12.7 6.4 1.1 2.7Sightseeing and activities
Total amount
Shopping
Meals
All
destinations/
Total '12
All
destinations/
Total '11
All
destinations/
Total '10
(n=5076) (n=5094) (n=5280)
Married couple travel 25.6 23.3 24.5
Family travel (with children) 13.9 14.1 13.6
Travel alone 13.1 13.7 13.1
With friends (3 or more) 12.0 13.2 12.9
With friend (alone) 11.6 11.8 12.1
Family travel (with parents) 6.7 6.2 6.4
Couple travel 4.8 4.8 5.3
Honeymoon 3.5 3.5 3.5
Family travel (3 generations) 2.6 2.7 2.3
Other 6.1 6.6 6.1
0 10 20 30
All destinations/Total '12(%)
9
Total
■Accompanying travelers (Total/Single answer)
■Purpose for travel (Total/Multiple answer) ■Activities at destination (Total/Multiple answer)
■Expenditures made at destination
(Those involved in the consideration of travel plans/Single answer)
† "*" :indicated that item is not applicable.
† "Included in the package" items were calculated on the basis of package tour users.† "*" :indicated that item is not applicable.
† The 2011 figure for "In expectation of interactions and new encounters with local people"
is the result of asking about "encounters/interactions with local people"
† The 2011 figure for "to see Japanese friends and acquaintances who live there"
is the result of asking about "to meet local friends and acquaintances"
† The 2011 figure for "to get a better grounding in hobbies and studies pursued"
is the result of asking about "For hobbies and studies pursued"
(%)
(n=5076) (n=5094) (n=5280)
1 To eat good food 50.3 47.2 48.6
2 To visit famous sites and historic spots 49.6 50.5 51.4
3 To shop 46.0 44.7 45.7
4 To relax and rest 32.5 34.7 36.4
5 To escape from the routine 25.0 26.1 27.4
6 To create memories 23.2 23.7 24.6
7 To experience a different culture 20.9 27.0 27.3
8 To enjoy nature 20.7 22.1 21.0
9 To broaden my horizons/perspective 16.9 19.5 19.8
10 Just to try getting to a foreign country 15.3 15.3 16.0
11 Beauty treatments and massages 15.2 15.5 15.7
12 To view art 14.1 14.4 14.8
13 To see stimulation 11.4 12.9 13.2
14 In expectation of interactions and new encounters with local people 10.0 13.9 14.0
15 To stay at luxury hotels 9.8 9.3 10.2
16 To engage in sports 7.7 8.2 9.6
17 To see Japanese friends and acquaintances who live there 7.2 13.0 12.7
18 For my children 6.3 5.9 5.6
19 To have a look at Japan from overseas 5.0 5.7 4.4
20 To experience places off the beaten track / adventures 4.7 4.5 4.7
21 To improve my language ability 4.5 4.4 4.1
22 To visit a place that is in my memories 3.3 3.3 3.6
23 For my parents 3.1 3.0 3.3
24 To enjoy a concert / musical performance 2.8 3.0 3.2
25 To tour locations of filming 2.2 * *
26 To get a better grounding in hobbies and studies pursued 2.1 3.2 2.9
27 To view a sport event 1.7 1.9 1.7
28 To visit a place that I live at before 1.6 1.7 1.5
29 To see an event held during a particular time (carnival in Rio, etc.) 1.5 2.2 1.2
30 To attend a wedding ceremony 1.3 1.2 1.4
31 To do a home-stay / study abroad 0.9 0.8 0.5
32 To benefit my career opportunities 0.7 0.5 0.5
33 Working holiday 0.2 0.3 0.1
Other 5.5 5.1 5.1
All
destinations
/Total '12
All
destinations
/Total '11
All
destinations
/Total '10
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
(%)
All
destinations
/Total '12
All
destinations
/Total '11
All
destinations
/Total '10
All
destinations
/Total '12
All
destinations
/Total '11
All
destinations
/Total '10
All
destinations
/Total '12
All
destinations
/Total '11
All
destinations
/Total '10
(n=2513) (n=2639) (n=2850) (n=5076) (n=5094) (n=5280) (n=5076) (n=5094) (n=5280)
1 City sightseeing / Tour to surrounding area 47.0 46.6 44.2 14.7 14.4 14.5 8.5 8.6 8.7
2 Visit famous and historic places 33.6 35.0 33.7 7.5 7.3 7.1 6.1 5.2 5.0
3 Famous dishes 26.9 29.2 26.6 4.7 4.2 4.0 8.5 8.0 6.1
4 Art museums and historic museums 16.4 18.3 16.3 2.8 2.7 2.5 5.4 4.4 3.9
5 Shopping tour 14.7 17.1 17.2 2.2 2.1 1.7 2.2 2.1 1.4
6 Pleasure cruise 8.9 9.0 8.9 3.6 3.6 3.0 4.2 3.6 3.4
7 Island tour 6.4 5.3 5.2 2.8 3.0 3.0 2.8 1.9 2.5
8 Viewing of theater, musicals, concert, shows, etc. 4.2 4.8 4.8 5.0 4.0 5.3 5.6 5.3 5.7
9 Trains 3.9 4.1 4.8 2.4 2.6 2.6 3.5 3.0 3.2
10 Theme park 3.7 3.5 2.3 1.6 1.4 1.1 2.1 1.6 1.3
11 Night tour 3.1 3.2 4.2 1.7 1.7 2.1 2.7 2.4 2.7
12 Ethnic cultural experiences 2.7 2.7 3.1 1.0 0.8 0.9 0.8 0.9 1.1
13 Dinner cruise 2.6 2.9 2.7 1.8 1.2 1.6 1.2 1.2 1.4
14 Aquariums/zoos 2.1 1.7 1.4 1.0 1.0 0.6 2.7 2.1 1.1
14 To tour locations of filming 2.1 * * 0.8 * * 0.8 * *
14 Beauty treatments, spa, massage, hot springs 2.1 3.0 3.3 3.7 3.2 3.7 9.6 9.7 8.4
17 Diving and snorkeling 1.5 1.1 1.7 2.7 2.8 3.3 2.6 2.7 2.5
18 Outdoor (fishing, climbing, etc.) 1.4 1.0 1.2 0.9 0.6 0.8 1.2 0.6 0.7
19 Gambling 1.2 0.8 1.7 0.5 0.4 0.4 1.2 0.8 0.7
20 Riding (horseback, rafting, etc.) 0.9 1.0 1.4 1.0 0.7 1.2 1.7 1.2 1.4
21 Safari jungle tour 0.7 0.4 0.5 0.4 0.3 0.6 0.5 0.4 0.7
21 Other event viewing 0.7 1.2 0.5 0.5 0.5 0.4 0.5 0.5 0.5
23 Other marine sports 0.6 0.6 0.9 1.5 1.4 2.0 2.1 2.2 2.4
24 Other sports 0.5 0.4 0.5 0.6 0.7 0.5 0.4 0.5 0.6
24 Car rental 0.5 0.2 0.3 4.3 4.9 4.1 1.9 2.2 2.3
26 Golfing 0.4 0.3 0.6 1.4 1.5 1.3 1.5 1.2 1.2
26 Sports viewing 0.4 0.2 0.4 0.9 0.9 0.9 0.6 0.4 0.8
28 Skiing and snowboarding 0.1 0.1 0.1 0.2 0.1 0.1 0.3 0.2 0.1
28 Instruction 0.1 0.1 ― 0.3 0.2 ― 0.1 0.1 0.2
Other 0.4 1.1 1.1 2.5 2.2 2.6 2.1 1.7 2.6
Nothing 2.2 2.9 1.9 54.5 55.2 55.5 50.9 51.9 53.5
Don't know or don't remember 0.6 0.9 1.0 3.1 3.2 3.1 3.0 3.2 2.6
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation41.2 40.9 43.6
included in the package applied for in Japan applied for on the spot
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Sample
20.9 13.4 13.3 10.3 10.2 9.3 8.6 7.2 6.7 6.4 6.3 6.0 6.0 5.8 5.6 5.4 5.2 5.1 4.5 4.3
( 887 ) ( 567 ) ( 562 ) ( 437 ) ( 432 ) ( 396 ) ( 366 ) ( 306 ) ( 282 ) ( 270 ) ( 267 ) ( 253 ) ( 253 ) ( 245 ) ( 238 ) ( 228 ) ( 222 ) ( 218 ) ( 191 ) ( 184 )
16.7 7.3 9.2 5.1 5.6 4.2 4.0 3.0 2.6 2.9 3.0 2.5 3.6 1.8 3.7 2.1 2.9 1.2 1.5 1.8
( 708 ) ( 309 ) ( 392 ) ( 215 ) ( 238 ) ( 176 ) ( 170 ) ( 127 ) ( 112 ) ( 122 ) ( 129 ) ( 105 ) ( 151 ) ( 78 ) ( 155 ) ( 90 ) ( 122 ) ( 53 ) ( 64 ) ( 78 )
4243 79.8 54.5 69.8 49.2 55.1 44.4 46.4 41.5 39.7 45.2 48.3 41.5 59.7 31.8 65.1 39.5 55.0 24.3 33.5 42.4
Shanghai Saipan Bali Vietnam
Thailand
(other
than Thai
beaches)
Hawaii
(other
than
Oahu)
USA
WestSpainGermany UK
Other
nations in
west
Europe
SingaporeGuam
Hong
Kong
/ Macau
Italy OceaniaKorea TaiwanHawaii
(Oahu)France
4243Destinations considered
Destinations actually visited 4243
Rate of actual visit to country/
area considered
0
5
10
15
20
25
Destinations considered
Destinations actually visited
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
counte
rs
Guid
ebo
ok-
styl
e m
agaz
ines
such
as "
Ruru
bu H
awai
i," e
tc.
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Feedb
ack
and
intr
odu
ctions
(word
-
of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
New
spap
er
ads
Inte
rnet
(sm
artp
hone, e
tc.)
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e m
agaz
ines
TV
pro
gram
s an
d com
merc
ials
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Fre
e fly
ers
and
flyers
in
new
spap
ers
Acqu
ainta
nces
at t
rave
l age
ncie
s
Mobi
le s
ites
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d com
panie
s
Seik
yo p
amph
lets
and
counte
rs
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d at
stat
ions
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 18.5 14.8 11.3 10.9 9.8 4.7 4.4 3.5 2.3 2.2 1.8 1.4 1.2 1.2 0.5 0.2 1.1 3.5
All destinations/Total '11 4265 80.7 36.8 19.2 16.1 11.7 12.3 11.8 5.7 1.6 3.2 1.8 2.1 1.8 2.7 1.9 1.2 0.3 0.3 1.5 2.7
0
20
40
60
80
100
All destinations/Total '12
(%)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total
When first thought of traveling 4243 15.5 16.5 26.9 17.2 13.5 2.7 1.9 0.9 5.0 4.5
When started considering 4243 6.3 12.6 27.6 21.8 19.3 5.3 2.8 1.3 3.0 3.1
When booked 4243 3.7 6.8 22.9 23.7 24.9 8.0 5.3 2.1 2.6 2.4
When first thought of traveling 4265 16.1 18.3 26.2 16.0 13.9 2.7 2.0 0.9 3.9 4.6
When started considering 4265 6.3 11.5 29.5 20.8 19.8 5.4 3.1 1.5 2.1 3.0
When booked 4265 3.0 6.6 22.8 22.0 26.5 8.3 6.2 2.8 1.8 2.3
Average
(months
prior)
'12
'11
0
10
20
30
40
50
When first thought of traveling '12 When started considering '12
When booked '12 When first thought of traveling '11
When started considering '11 When booked '11
(%)
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 4.5 months prior to departure, "when started
considering" was given an average of 3.1 months prior to departure, and "when booked" was given an average of 2.4 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (80.3%) comprised
the largest percentage, followed by "travel agency pamphlets" (31.3%) and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (18.5%).
▽ A look at the destinations considered shows that "Korea" (20.9%) comprised the largest percentage, followed by "Taiwan" (13.4%) and "Hawaii
(Oahu)" (13.3%). In terms of actual destinations visited, "Korea" (16.7%) comprised the largest percentage, followed by "Hawaii (Oahu)"(9.2%).
▽ In terms of means of inquiry, "web / e-mail" (56.9%) comprised the largest percentage and was followed by "by telephone" (24.3%) and
"visiting" (18.9%).
▽ In terms of means of booking, "web / e-mail" (64.3%) comprised the largest percentage and was followed by "visiting" (21.7%) and "by
telephone" (15.5%).
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (52.5%) yielded the
largest percentage.
10
Total
Actions Taken in the Consideration Process■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■The top 20 destinations considered as possible destinations and the destinations actually visited
(Those involved in the consideration of travel plans/Multiple answer)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "Rate of actual visit to country / area considered" was calculated by dividing
by the number of actual visitors by those who considered.
† Rates of visit 50% or more are shaded.
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
† Number of people in parentheses
† "Destinations actually visited" were counted with multiple answers
about the last country / area visited in 2011
† "web/e-mail" combines "by Internet or e-mail
(PC)," "by Internet or text (smartphone)," and
"by Internet or text (mobile phone)."
† The 2011 study figures are results of the single
answers received
† "*" :indicated that item is not applicable.
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
All destinations/Total '11 4265 55.8 30.8 21.6 1.5 0.7 14.1 1.9
0
25
50
75
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
All destinations/Total '11 4265 57.0 23.4 17.0 1.1 1.4 * 2.9
0
25
50
75
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 11
Total
■Points considered important factors in selecting a tour (Package tour users/Multiple answers)
† "*" :indicated that item is not applicable.
† The 2011 figure for "Is a flight that meets my schedule and connecting flights" is based on the answers "Is a flight that meets my schedule"
and "Is convenient for connecting flights"
† The 2011 figure for "Accumulate mileage with the airline used/affiliated" is based on the answers "Accumulate mileage for the airline used"
and "Accumulate mileage for affiliates of the airline used"
† The 2011 figures for "Aircraft equipment is good (new, clean)" and "Aircraft amenities (width of seats, etc.) are good" are based on the 2011
figures for the answer "Aircraft equipment and amenities are good," and the 2011 figure for "Aircraft equipment, amenities are good" are displayed.
† The 2011 figure for "Premium economy or business class or better" is based on the results of 2011 answer "Business class or more"
† The 2011 figure for "hotel ambiance is nice / grade of notoriety is high" is the 2011 total for the answers "hotel ambiance is nice," "hotel grade is high,"
and "hotel notoriety is high."
† The 2011 figure for "travel agency has good ability to arrange and do good work" is the total for the answers "travel agency does quick work“
and "travel agency has good ability to arrange"
All
destinations
/Total '12
(n=2513) (n=2639)
Price is cheap for the content 52.5 55.9
Cheap 27.6 25.9
Includes spots I want to go to 22.3 26.1
Content/Breakdown of the price indicated is clear 20.4 *
There is a lot of free time 19.8 25.1
Can pay by credit card 16.3 16.2
Can visit many tourist spots 13.7 14.5
There is city sightseeing 13.4 11.1
Time stayed at destination is long 8.8 14.0
Discounts are available for early reservations 7.0 5.8
There is no city sightseeing 2.7 2.9
Discounts are available for children 1.7 2.6
It is an assuring airline 22.6 27.8
There are direct flights 16.0 19.0
It is a well-known airline 9.1 11.2
Departs from nearest airport 7.7 7.3
Is a flight that meets my schedule and connecting flights 7.6 23.2
It is a Japanese airline 6.8 7.4
Accumulate mileage with the airline used/affiliated 3.9 10.0
Aircraft equipment is good (new, clean) 2.1 2.3
Aircraft amenities (width of seats, etc.) are good 2.0 *
Premium economy or business class or better 1.7 2.1
Is a Low-Cost Carrier 1.2 *
Is not a Low-Cost Carrier 0.6 *
Hotel location is good 24.5 35.3
Hotel ambiance is nice / Grade of notoriety is high 17.5 25.1
Hotel is designated 15.6 16.0
Transportation is provided to and from hotel 12.9 10.0
Hotel facilities and services are complete 11.0 11.1
Rooms suit my needs 5.3 7.2
Checkout time is late 1.3 1.9
Check-in time is early 1.1 1.3
Travel agency is very reliable 31.5 39.2
Comes with guide 18.2 19.0
Travel agency response is thorough 12.9 15.7
There are local staff who speak Japanese 12.5 9.6
Travel agency is familiar 11.0 13.9
Travel agency is well known 10.6 11.7
Travel agency has good ability to arrange and do good work 8.5 11.8
Travel agency is highly specialized 5.1 6.8
There is a backup desk at destinations 4.8 6.5
Travel agency is in a location easy to visit 4.1 5.5
All meals provided 12.3 14.0
All breakfasts provided 11.9 13.0
Comes with famous dishes 9.2 8.4
Can make reservations right away 6.1 6.3
Possible to participate alone 2.7 4.5
Can increase or decrease the number of nights 2.0 2.9
Other 1.2 1.2
Nothing in particular 3.6 3.0
Items considered important
Budg
et
and
conte
nt
All
destinations
/Total '11
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 20 40 60
Items considered important All destinations/Total '12(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
UK'12 (n=122)
UK'11 (n=120)
51.2
46.7
40.8
48.8
53.3
59.2%
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
UK '12 (n=137)
UK '11 (n=131)
9.6
8.6
9.0
9.9
7.7
6.6
21.3
20.2
12.0
12.9
11.9
16.1
11.0
14.8
9.9
8.1
6.1
5.6
18.3
20.7
31.2
6.8% 9.9 11.7
12
UK
●Profile▽ Sex and age: "female 50 yrs or older" (20.7%) comprised the largest percentage and was followed by "male 50
yrs or older" (20.2%).
▽ Incidence of first visit: 41.0%.
▽ Number of trips overseas thus far: average of 13.5 times.
●Travel Outline▽ Travel expenses: average of 231,000 yen.
▽ Incidence of package tour use: 51.2%.
▽ Number of days traveled: average of 11.9 days.
▽ Accompanying travelers: "travel alone" (30.1%) comprised the largest percentage and was followed by
"married couple travel" (24.4%).
▽ In terms of purposes of travel, "to visit famous sites and historic spots" (67.0%) comprised the largest
percentage and was followed by "to view art" (39.1%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (60.9%) comprised the largest
percentage and was followed by "visit famous and historic places" (40.2%).
▽ Total expenditures at destination: average of 271,000 yen.
Profile
Travel Outline
■Sex and age
(Those for whom this destination was their last/Single answer)
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
UK '12 (n=137)
UK '11 (n=131) 50.0
41.0
45.7%
50.0
59.0
54.3
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
UK'12 (n=137) 11.9
UK'11 (n=131) 13.0
18.1 15.7 10.2 11.8
21.2
14.8
13.9
27.2
21.9
11.0
25.5
31.3
4.6
8.6
13.8
14.7%
2.3
1.8
0.7
2.9
7.2
3.5 9.9
7.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
UK '12 (n=137) 13.5
UK '11 (n=131) 14.4
7.6
5.4
16.2
14.6
17.5
13.0
16.3
10.7
4.8
13.7
55.5
58.5
50.1
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
UK'12 (n=122) 23.1
UK'11 (n=120) 26.8
Average
(tens of
1000s of
yen)
26.6 17.6 11.9
15.9
19.7
14.6
33.3
28.4
6.8
17.0
17.8
5.5
18.1
17.1%
4.3
-
5.8
8.5
16.3
7.5
7.3
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
13
UK
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
All
destinations/
Total '12
UK
'12
(n=5076) (n=137)
Married couple travel 25.6 24.4
Family travel (with children) 13.9 10.8
Travel alone 13.1 30.1
With friends (3 or more) 12.0 6.4
With friend (alone) 11.6 8.0
Family travel (with parents) 6.7 7.2
Couple travel 4.8 2.0
Honeymoon 3.5 1.4
Family travel (3 generations) 2.6 2.5
Other 6.1 7.2
0 10 20 30 40
All destinations/Total '12 UK'12
(%)
(%)
Average
(in 10s of 1000s of yen)
UK'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
UK
'12 122 7.7 12.4 2.0 14.2 11.2 12.1 39.6 0.7 19.1 27.1
'11 120 12.2 21.2 5.8 12.5 10.1 9.6 28.2 0.4 15.0 20.4
(%)
Average
(in 10s of 1000s of yen)
UK'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
UK
'12 122 0.7 0.5 17.1 12.8 19.1 20.1 29.0 0.7 5.6 7.3
'11 120 1.1 0.8 18.1 18.0 21.1 17.6 22.9 0.4 5.6 5.9
'12 122 5.2 3.5 25.6 18.5 20.4 18.0 8.1 0.7 2.4 3.3
'11 120 8.1 5.4 24.2 15.6 22.1 10.9 13.3 0.4 2.6 3.5
'12 122 9.1 2.0 14.8 15.3 18.9 23.8 15.3 0.7 2.6 4.4
'11 120 15.4 4.7 20.0 18.3 18.2 11.4 11.5 0.4 2.7 3.2Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
UK
'12
(n=5076) (n=137)
1 To visit famous sites and historic spots 49.6 67.0
2 To view art 14.1 39.1
3 To shop 46.0 38.9
4 To eat good food 50.3 28.1
5 To relax and rest 32.5 26.3
6 To escape from the routine 25.0 25.7
7 To create memories 23.2 23.2
8 Just to try getting to a foreign country 15.3 22.5
9 To enjoy nature 20.7 21.8
10 To experience a different culture 20.9 21.7
11 To broaden my horizons/perspective 16.9 19.8
12 To see Japanese friends and acquaintances who live there 7.2 19.1
13 To see stimulation 11.4 15.7
14 In expectation of interactions and new encounters with local people 10.0 13.0
15 To stay at luxury hotels 9.8 11.0
16 To have a look at Japan from overseas 5.0 10.1
17 For my children 6.3 7.8
18 To improve my language ability 4.5 7.0
19 To enjoy a concert / musical performance 2.8 6.5
20 To visit a place that I live at before 1.6 6.3
21 To tour locations of filming 2.2 5.6
21 To visit a place that is in my memories 3.3 5.6
23 To engage in sports 7.7 5.2
24 To get a better grounding in hobbies and studies pursued 2.1 4.4
25 To do a home-stay / study abroad 0.9 4.1
26 To view a sport event 1.7 3.9
27 To see an event held during a particular time (carnival in Rio, etc.) 1.5 3.6
28 To benefit my career opportunities 0.7 3.2
29 To attend a wedding ceremony 1.3 3.1
30 Beauty treatments and massages 15.2 3.0
31 To experience places off the beaten track / adventures 4.7 1.9
32 Working holiday 0.2 1.5
32 For my parents 3.1 1.5
Other 5.5 4.8
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
UK'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=62) (n=137) (n=137)
1 City sightseeing / Tour to surrounding area 60.9 21.2 10.6
2 Visit famous and historic places 40.2 9.8 11.8
3 Famous dishes 27.0 3.6 9.1
4 Art museums and historic museums 26.6 7.4 23.6
5 Shopping tour 13.0 0.8 2.0
6 Aquariums/zoos 9.2 2.2 7.1
7 Pleasure cruise 9.0 4.3 5.8
8 Night tour 8.2 3.7 1.0
9 Trains 7.0 7.8 7.1
10 Theme park 6.3 2.2 3.1
11 Other event viewing 5.0 1.7 0.6
12 Ethnic cultural experiences 4.9 1.6 1.0
13 Riding (horseback, rafting, etc.) 4.5 1.0 1.5
14 Beauty treatments, spa, massage, hot springs 4.4 3.6 1.7
15 Dinner cruise 4.1 1.7 3.4
16 Other sports 3.7 2.8 ―
16 Gambling 3.7 1.0 0.5
18 Viewing of theater, musicals, concert, shows, etc. 3.2 13.9 10.2
18 Sports viewing 3.2 1.7 1.5
20 To tour locations of filming 3.0 0.7 1.5
21 Other marine sports 2.6 1.2 ―
21 Instruction 2.6 ― 0.6
23 Golfing 2.2 0.6 ―
24 Diving and snorkeling 1.6 ― 1.8
24 Skiing and snowboarding 1.6 ― 2.3
26 Island tour 1.5 3.1 2.0
27 Outdoor (fishing, climbing, etc.) 0.9 1.3 0.6
28 Safari jungle tour ― ― ―
28 Car rental ― 4.8 0.5
Other ― 0.6 1.1
Nothing ― 43.9 44.7
Don't know or don't remember ― 0.9 1.3
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation24.7
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 14
UK
Actions Taken in the Consideration Process
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 4.8 months prior to departure, "when started
considering" was given an average of 3.3 months prior to departure, and "when booked" was given an average of 2.6 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (81.3%) yielded the
highest percentage by far and was followed by "guidebooks ( 'Chikyuu no arukikata,' etc.)" (23.5%) and "travel agency pamphlets" (21.2%).
▽ In terms of means of inquiry, "web / e-mail" (62.3%) comprised the largest percentage and was followed by "by telephone" (24.7%) and
"visiting" (15.7%).
▽ In terms of means of booking, "web / e-mail" (71.8%) comprised the largest percentage and was followed by "visiting" (18.4%) and "by
telephone" (15.7%).
▽ A look at the destinations simultaneously considered by those who considered the UK shows that "France" (53.9%) comprised the largest
percentage, followed by "Germany" (34.4%) and "Italy" (30.3%). In terms of actual destinations visited, "UK" (45.0%) comprised the largest
percentage, followed by "France" (23.1%).
▽ Among the responses given as the reasons for considering, "suited my budget" (30.8%) comprised the largest percentage, followed by "suited
my date of departure, date of return, day of the week, travel period, etc." (26.7%). Among the responses given as the reason for deciding,
"accompanying travelers wanted to go there" (16.2%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (62.2%) comprised
the largest percentage and followed by "travel agency is very reliable" (42.7%) and "it is an assuring airline" (33.1%).
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
UK'12 UK'11
When first thought of traveling 122 16.8 26.3 23.8 12.0 11.3 2.2 ― 1.9 5.8 4.5 4.8 4.7
When started considering 122 7.8 12.8 33.0 19.6 16.2 2.5 2.2 1.9 3.9 3.1 3.3 3.0
When booked 122 4.1 8.3 26.9 26.0 12.8 10.5 6.4 1.9 3.2 2.4 2.6 2.1
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
pam
phle
ts
Tra
vel a
gency
counte
rs
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Inte
rnet
(sm
artp
hone, e
tc.)
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
New
spap
er
ads
Mobi
le s
ites
TV
pro
gram
s an
d com
merc
ials
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Fre
e fly
ers
and
flyers
in
new
spap
ers
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Acqu
ainta
nces
at t
rave
l
agencie
s
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 18.5 31.3 14.8 11.3 10.9 9.8 4.4 3.5 4.7 1.2 2.3 2.2 1.8 0.2 1.2 1.4 0.5 1.1 3.5
UK'12 122 81.3 23.5 21.2 12.9 12.3 12.2 10.3 8.2 8.1 5.8 4.8 3.9 3.8 3.2 3.1 3.1 3.0 2.1 ― 4.7
0
20
40
60
80
100
UK'12
All destinations/Total '12
(%)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
UK'12 122 62.3 24.7 15.7 2.1 ― 20.0 2.2
0
25
50
75
UK'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
UK'12 122 71.8 18.4 15.7 1.3 2.6 ― 3.1
0
25
50
75
UK'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 15
UK
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
Reasons for considering UK'12 Reason for deciding UK'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
UK'12
All
destinations/
Total '12
UK'12
(n=4243) (n=122) (n=4243) (n=122)
Suited my budget 27.6 30.8 8.8 10.1
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ▲ 26.7 11.0 ▲ 4.9
I just happened to discover a good travel product 9.2 11.4 3.2 3.0
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 6.1 2.2 1.4
Suited my flying time or flight from the closest airport, etc. 5.5 4.9 0.8 ―
Because I wanted to earn miles 3.4 4.3 0.5 ―
It suited the needs of accompanying travelers, such as my children 4.8 2.1 1.5 2.2
It was a location I had wanted to go to from before 21.2 24.3 10.3 9.5
Accompanying travelers wanted to go there 20.2 23.0 10.6 ○ 16.2
I was interested in a particular sightseeing spot 14.3 ○ 19.5 4.1 4.7
I have family members, relatives, acquaintances, friends at the destination 8.6 ○ 13.9 6.4 ○ 11.5
I had been there before and found that it was good 15.8 13.4 6.2 5.0
Was recommended by family members, acquaintances, friends 7.8 11.7 1.7 0.5
I was interested in a particular event, activity 5.4 ○ 11.1 3.0 5.3
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 9.7 1.3 0.5
Was recommended by a travel agent 1.5 5.5 0.5 2.9
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 2.5 0.2 ―
I felt like going after seeing the website of the travel bureau 2.3 1.4 0.2 ―
City seems good 14.9 ○ 24.5 1.8 2.9
Seems safe 17.8 22.5 2.0 2.9
Climate seems good 18.0 14.7 3.0 2.1
Nature seems good 17.3 ▲ 11.9 3.1 1.4
Timing of the trip seems good (best season at that destination, etc.) 6.6 10.5 1.6 3.1
Food seems good 18.8 ▲ 9.3 3.4 ―
Hospitality seems good 6.0 6.4 0.5 1.2
Prices seems cheap 19.4 × 6.3 3.6 0.5
Hotel I want to stay at seems good 4.4 4.8 1.6 1.2
Hygienic 4.8 2.9 0.1 ―
Other 8.6 10.1 6.7 7.0
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40
Reasons for considering UK'12
Reason for deciding UK'12
(%)
Sample
100.0 53.9 34.4 30.3 25.9 22.2 16.5 12.9 12.5 8.4 8.2 8.2 8.0 7.1 7.0 5.2 5.0 4.7 4.7 4.3
( 270 ) ( 146 ) ( 93 ) ( 82 ) ( 70 ) ( 60 ) ( 45 ) ( 35 ) ( 34 ) ( 23 ) ( 22 ) ( 22 ) ( 22 ) ( 19 ) ( 19 ) ( 14 ) ( 13 ) ( 13 ) ( 13 ) ( 12 )
45.0 23.1 10.1 8.8 9.8 5.9 7.8 2.8 1.9 2.4 0.9 1.7 1.8 2.4 ― 2.4 * 0.3 1.5 1.0
( 122 ) ( 62 ) ( 27 ) ( 24 ) ( 27 ) ( 16 ) ( 21 ) ( 8 ) ( 5 ) ( 6 ) ( 2 ) ( 5 ) ( 5 ) ( 6 ) ( 0 ) ( 6 ) * ( 1 ) ( 4 ) ( 3 )
270 45.2 42.5 29.0 29.3 38.6 26.7 46.7 22.9 14.7 26.1 9.1 22.7 22.7 31.6 ― 42.9 * 7.7 30.8 25.0Rate of actual visit to country /
area considered
UK France Germany Italy
Other
nations in
west
Europe
Spain
Countries
of
eastern
Europe
Oceania
Countries
of
northern
Europe
USA
WestTurkey USA East
Canada
/ Alaska
Hawaii
(Oahu)Greece Guam Okinawa Egypt Taiwan Saipan
270
Destinations simultaneously
considered by those who
considered the UK
Destinations actually visited by
those who considered the UK270
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the UK
Destinations actually visited by those who considered the UK
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 16
UK
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important UK'12
All
destinations
/Total '12
UK'12
(n=2513) (n=62)
Price is cheap for the content 52.5 ○ 62.2
Cheap 27.6 30.4
Includes spots I want to go to 22.3 26.8
Content/Breakdown of the price indicated is clear 20.4 ○ 25.8
Can visit many tourist spots 13.7 18.1
There is a lot of free time 19.8 17.3
There is city sightseeing 13.4 17.0
Can pay by credit card 16.3 15.4
Time stayed at destination is long 8.8 11.8
Discounts are available for early reservations 7.0 4.6
Discounts are available for children 1.7 ―
There is no city sightseeing 2.7 ―
It is an assuring airline 22.6 ◎ 33.1
There are direct flights 16.0 ○ 23.2
It is a well-known airline 9.1 ◎ 19.5
It is a Japanese airline 6.8 ○ 12.6
Departs from nearest airport 7.7 7.8
Is a flight that meets my schedule and connecting flights 7.6 7.3
Accumulate mileage with the airline used/affiliated 3.9 5.6
Aircraft equipment is good (new, clean) 2.1 4.9
Is a Low-Cost Carrier 1.2 4.8
Aircraft amenities (width of seats, etc.) are good 2.0 2.3
Premium economy or business class or better 1.7 2.3
Is not a Low-Cost Carrier 0.6 ―
Hotel location is good 24.5 27.1
Hotel is designated 15.6 ○ 24.1
Hotel ambiance is nice / Grade of notoriety is high 17.5 13.1
Hotel facilities and services are complete 11.0 7.9
Transportation is provided to and from hotel 12.9 ▲ 5.4
Checkout time is late 1.3 2.3
Rooms suit my needs 5.3 2.3
Check-in time is early 1.1 1.0
Travel agency is very reliable 31.5 ◎ 42.7
Comes with guide 18.2 ◎ 30.7
Travel agency is well known 10.6 13.5
Travel agency response is thorough 12.9 10.8
Travel agency is familiar 11.0 10.4
Travel agency has good ability to arrange and do good work 8.5 10.0
There are local staff who speak Japanese 12.5 9.3
Travel agency is in a location easy to visit 4.1 5.4
Travel agency is highly specialized 5.1 5.2
There is a backup desk at destinations 4.8 1.3
All breakfasts provided 11.9 ○ 20.5
Possible to participate alone 2.7 ○ 11.6
Comes with famous dishes 9.2 11.5
All meals provided 12.3 11.3
Can make reservations right away 6.1 4.1
Can increase or decrease the number of nights 2.0 4.0
Other 1.2 ―
Nothing in particular 3.6 ―
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
Budg
et
and
conte
nt
Items considered important
0 20 40 60 80
Items considered important UK'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 17
UK
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
●Degree of satisfaction▽ The overall degree of satisfaction was 90.4%. A look at each degree of satisfaction attribute shows that "night
life" (89.4%) garnered the largest percentage and was followed by "sightseeing / viewing" (88.0%) and "safety /
hygiene" (87.8%).
▽ Opinions and action after travel: "I became more fond of that country/area" (61.9%) comprised the largest
percentage and was followed by "I'd like to stay longer in that country/area" (55.9%). Intention to revisit/total
was 76.1%.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
UK'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=116) 90.4
(n=107) 88.0
(n=36) 82.1
(n=108) 68.8
(n=101) 84.5
(n=32) 77.3
(n=116) 81.2
(n=116) 87.8
(n=61) 89.4
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
8.6
15.9
31.2
20.9
23.9
30.1
25.8
26.1
2.0
1.4
2.3
19.7
4.4
8.0
11.0
5.0
1.0
15.6
11.6
11.1
14.7
7.8
7.2
63.3
62.1
51.1
53.4
63.5
37.5
66.2
79.4
76.2% 14.2
9.6
10.6
7.7
Sample
I became more
fond of that
country/area
I'd like to stay
longer in that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album with
printed out
images
I'd like to try
more luxurious
travel in that
country/area
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 42.5 46.7 36.7 46.5 26.0 20.9 10.9 13.6 17.2 7.2 9.4 74.0
UK'12 116 61.9 55.9 47.1 46.9 37.3 28.4 19.0 17.3 17.3 16.5 8.8 5.1 76.1
0
20
40
60
80
UK'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
France'12 (n=215)
France'11 (n=194)
61.0
62.8
40.8
39.0
37.2
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
France'12 (n=250) 9.5
France'11 (n=219) 9.4
18.1 15.7 10.2 11.8
17.0
13.7
13.9
35.3
35.9
11.0
25.7
30.9
4.6
7.4
5.7
14.7%
0.2
1.8
0.6
0.5
4.7
4.3 7.4
9.0
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
France '12 (n=250)
France '11 (n=219) 48.3
52.7
45.7%
51.7
47.3
54.3
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
France '12 (n=250)
France '11 (n=219)
8.5
8.7
10.2
10.8
6.1
4.7
21.3
15.8
20.7
12.9
21.5
12.0
11.0
10.8
13.1
8.1
5.1
6.2
18.3
22.0
23.8
6.8% 9.9 11.7
18
France
●Profile▽ Sex and age: "female 50 yrs or older" (22.0%) comprised the largest percentage and was followed by "female
18-29 yrs" (21.5%).
▽ Incidence of first visit: 52.7%.
▽ Number of trips overseas thus far: average of 11.8 times.
●Travel Outline▽ Travel expenses: average of 253,000 yen.
▽ Incidence of package tour use: 61.0%.
▽ Number of days traveled: average of 9.5 days.
▽ Accompanying travelers: "married couple travel" (25.8%) comprised the largest percentage and was followed
by "travel alone" (12.6%).
▽ In terms of purposes of travel, "to visit famous sites and historic spots" (79.9%) comprised the largest
percentage and was followed by "to view art" (51.9%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (74.1%) comprised the largest
percentage and was followed by "visit famous and historic places" (59.9%).
▽ Total expenditures at destination: average of 292,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
France '12 (n=250) 11.8
France '11 (n=219) 15.2
7.2
4.2
15.6
15.0
17.5
20.9
14.4
10.7
11.1
12.9
55.5
45.2
53.6
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
France'12 (n=215) 25.3
France'11 (n=194) 31.2
Average
(tens of
1000s of
yen)
26.6 17.6 11.9 14.6
32.1
38.5
6.8
21.3
19.1
5.5
22.51.1
3.6
17.1%
2.3
2.4
5.7
14.5
10.9
15.0 11.1
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 19
France
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
France
'12
(n=5076) (n=250)
Married couple travel 25.6 25.8
Family travel (with children) 13.9 10.2
Travel alone 13.1 12.6
With friends (3 or more) 12.0 10.4
With friend (alone) 11.6 12.1
Family travel (with parents) 6.7 7.4
Couple travel 4.8 3.5
Honeymoon 3.5 12.5
Family travel (3 generations) 2.6 0.4
Other 6.1 5.1
0 10 20 30
All destinations/Total '12 France'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
France'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
France
'12 215 9.2 11.2 2.6 20.7 5.6 7.3 43.4 ― 19.1 29.2
'11 194 11.0 11.1 4.9 18.8 15.8 5.8 32.6 ― 15.0 22.0
(%)
Average
(in 10s of 1000s of yen)
France'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
France
'12 215 1.8 3.1 11.6 16.5 17.2 22.9 27.1 ― 5.6 9.0
'11 194 2.5 4.8 9.6 11.1 17.6 30.1 24.3 ― 5.6 7.6
'12 215 3.8 6.2 22.0 21.7 24.7 14.1 7.5 ― 2.4 3.3
'11 194 3.7 5.0 17.3 22.2 20.7 19.0 11.1 0.9 2.6 3.8
'12 215 11.2 8.0 18.9 19.4 23.2 10.0 8.6 0.8 2.6 3.1
'11 194 13.5 9.3 15.2 15.9 19.0 17.8 9.2 ― 2.7 3.3Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
France
'12
(n=5076) (n=250)
1 To visit famous sites and historic spots 49.6 79.9
2 To view art 14.1 51.9
3 To eat good food 50.3 51.7
4 To shop 46.0 47.8
5 To create memories 23.2 32.3
6 To escape from the routine 25.0 28.9
7 To experience a different culture 20.9 27.7
8 To relax and rest 32.5 23.8
9 To broaden my horizons/perspective 16.9 23.3
10 Just to try getting to a foreign country 15.3 21.2
11 To enjoy nature 20.7 16.2
12 To see stimulation 11.4 15.3
13 To have a look at Japan from overseas 5.0 8.9
14 To stay at luxury hotels 9.8 8.6
15 In expectation of interactions and new encounters with local people 10.0 8.1
16 To visit a place that is in my memories 3.3 5.8
17 To see Japanese friends and acquaintances who live there 7.2 5.5
18 For my children 6.3 3.7
19 To get a better grounding in hobbies and studies pursued 2.1 3.6
20 To improve my language ability 4.5 3.5
21 To engage in sports 7.7 3.1
22 To visit a place that I live at before 1.6 3.0
23 To experience places off the beaten track / adventures 4.7 2.7
23 To enjoy a concert / musical performance 2.8 2.7
25 To see an event held during a particular time (carnival in Rio, etc.) 1.5 2.6
26 To tour locations of filming 2.2 1.8
27 For my parents 3.1 1.6
28 To benefit my career opportunities 0.7 1.3
29 To do a home-stay / study abroad 0.9 1.2
29 To attend a wedding ceremony 1.3 1.2
31 Beauty treatments and massages 15.2 1.1
32 To view a sport event 1.7 0.8
33 Working holiday 0.2 0.6
Other 5.5 5.1
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
France'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=131) (n=250) (n=250)
1 City sightseeing / Tour to surrounding area 74.1 16.3 7.3
2 Visit famous and historic places 59.9 8.9 7.8
3 Famous dishes 47.3 3.7 12.1
4 Art museums and historic museums 41.9 10.9 20.5
5 Shopping tour 11.9 1.0 1.8
6 Trains 10.2 10.3 9.4
7 Island tour 8.5 1.3 0.9
8 Pleasure cruise 6.3 3.8 5.2
9 Theme park 5.9 1.8 1.7
10 Aquariums/zoos 5.0 1.0 1.3
11 Night tour 4.1 2.0 4.9
12 Riding (horseback, rafting, etc.) 3.4 0.6 0.6
13 Viewing of theater, musicals, concert, shows, etc. 2.8 6.7 5.4
13 Ethnic cultural experiences 2.8 1.5 0.9
15 Dinner cruise 2.2 3.3 2.7
15 Outdoor (fishing, climbing, etc.) 2.2 0.9 0.7
15 Sports viewing 2.2 1.6 0.2
18 Car rental 1.5 3.6 ―
19 Other sports 1.1 0.3 ―
19 Other event viewing 1.1 ― 0.6
21 To tour locations of filming 0.8 0.2 0.4
22 Golfing 0.4 ― ―
22 Skiing and snowboarding 0.4 ― 1.1
22 Safari jungle tour 0.4 ― ―
22 Gambling 0.4 1.1 ―
26 Beauty treatments, spa, massage, hot springs ― 0.8 1.5
26 Diving and snorkeling ― 0.2 0.6
26 Other marine sports ― ― 0.3
26 Instruction ― ― ―
Other ― 2.0 2.3
Nothing 0.8 47.1 47.4
Don't know or don't remember ― 3.3 3.8
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation19.7
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 20
France
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 5.5 months prior to departure, "when started
considering" was given an average of 3.5 months prior to departure, and "when booked" was given an average of 2.6 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (79.6%) comprised
the largest percentage and was followed by "travel agency pamphlets" (42.0%), and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (25.8%).
▽ In terms of means of inquiry, "web / e-mail" (50.6%) comprised the largest percentage and was followed by "visiting" (27.9%) and "by
telephone" (26.8%).
▽ In terms of means of booking, "web / e-mail" (57.6%) comprised the largest percentage and was followed by "visiting" (27.6%) and "by
telephone" (15.2%).
▽ A look at the destinations simultaneously considered by those who considered France shows that "Italy" (43.2%) comprised the largest
percentage, followed by "Germany" (37.5%), "UK" (33.4%). In terms of actual destinations visited, "France" (49.1%) comprised the largest
percentage, followed by "Italy" (17.9%).
▽ Among the responses given as the reasons for considering, "it was a location I had wanted to go to from before" (35.6%) comprised the largest
percentage, followed by "I was interested in a particular sightseeing spot" (29.0%) and "accompanying travelers wanted to go there" (28.9%).
Among the responses given as the reason for deciding, "accompanying travelers wanted to go there" (18.1%) comprised the largest
percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (51.5%) comprised
the largest percentage and followed by "comes with guide" (49.3%) and "includes spots I want to go to" (45.6%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
France'12 France'11
When first thought of traveling 215 23.1 22.9 23.1 15.4 6.8 2.9 0.4 ― 5.5 4.5 5.5 5.4
When started considering 215 7.6 16.8 30.5 23.6 12.8 3.7 2.3 ― 2.6 3.1 3.5 3.4
When booked 215 3.6 7.5 25.7 31.1 19.1 4.5 4.5 1.4 2.6 2.4 2.6 2.5
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
counte
rs
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
New
spap
er
ads
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Inte
rnet
(sm
artp
hone, e
tc.)
Acqu
ainta
nces
at t
rave
l
agencie
s
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Fre
e fly
ers
and
flyers
in
new
spap
ers
TV
pro
gram
s an
d com
merc
ials
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Mobi
le s
ites
Seik
yo p
amph
lets
and
counte
rs
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 18.5 14.8 10.9 9.8 11.3 4.7 3.5 4.4 1.4 2.2 1.8 2.3 1.2 1.2 0.5 0.2 1.1 3.5
France'12 215 79.6 42.0 25.8 20.3 14.7 14.6 11.6 10.9 7.6 5.1 5.0 4.4 3.8 3.4 2.2 1.9 1.6 1.3 ― 2.4
0
20
40
60
80
100
France'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 18.9 24.3 1.0 1.2 13.0 3.5
France'12 215 50.6 27.9 26.8 2.7 1.6 12.0 5.0
0
25
50
75
France'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
France'12 215 57.6 27.6 15.2 0.3 1.6 1.2 3.1
0
25
50
75
France'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 21
France
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering France'12Reason for deciding France'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
France'12
All
destinations/
Total '12
France'12
(n=4243) (n=215) (n=4243) (n=215)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ▲ 25.2 11.0 6.7
I just happened to discover a good travel product 9.2 ○ 14.7 3.2 4.6
Suited my budget 27.6 × 12.0 8.8 ▲ 2.6
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 5.6 2.2 2.2
Suited my flying time or flight from the closest airport, etc. 5.5 5.5 0.8 0.5
Because I wanted to earn miles 3.4 4.6 0.5 1.2
It suited the needs of accompanying travelers, such as my children 4.8 2.0 1.5 1.0
It was a location I had wanted to go to from before 21.2 ◎ 35.6 10.3 ○ 17.6
I was interested in a particular sightseeing spot 14.3 ◎ 29.0 4.1 ○ 11.8
Accompanying travelers wanted to go there 20.2 ○ 28.9 10.6 ○ 18.1
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 ○ 16.9 1.3 0.5
I have family members, relatives, acquaintances, friends at the destination 8.6 9.6 6.4 5.5
I had been there before and found that it was good 15.8 ▲ 8.9 6.2 3.6
Was recommended by family members, acquaintances, friends 7.8 7.0 1.7 1.6
I felt like going after seeing the website of the travel bureau 2.3 4.4 0.2 0.8
I was interested in a particular event, activity 5.4 3.6 3.0 1.8
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 3.4 0.2 ―
Was recommended by a travel agent 1.5 1.9 0.5 0.4
City seems good 14.9 ◎ 27.4 1.8 4.9
Food seems good 18.8 20.0 3.4 0.9
Nature seems good 17.3 17.9 3.1 2.9
Climate seems good 18.0 15.1 3.0 3.3
Seems safe 17.8 ▲ 9.3 2.0 0.7
Timing of the trip seems good (best season at that destination, etc.) 6.6 7.3 1.6 1.4
Hospitality seems good 6.0 4.7 0.5 ―
Hotel I want to stay at seems good 4.4 4.6 1.6 1.0
Hygienic 4.8 2.2 0.1 ―
Prices seems cheap 19.4 × 2.1 3.6 0.7
Other 8.6 3.5 6.7 3.9
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40
Reasons for considering France'12
Reason for deciding France'12
(%)
Sample
100.0 43.2 37.5 33.4 24.9 24.7 10.4 9.8 8.3 8.1 6.7 5.8 5.8 5.8 5.7 4.9 4.2 3.9 3.7 3.5 3.5
( 437 ) ( 189 ) ( 164 ) ( 146 ) ( 109 ) ( 108 ) ( 45 ) ( 43 ) ( 36 ) ( 35 ) ( 29 ) ( 26 ) ( 25 ) ( 25 ) ( 25 ) ( 21 ) ( 18 ) ( 17 ) ( 16 ) ( 15 ) ( 15 )
49.1 17.9 11.0 10.5 11.7 4.8 1.5 4.2 1.3 2.3 1.6 0.1 2.4 1.7 1.0 ― 1.0 0.6 0.2 1.8 0.3
( 215 ) ( 78 ) ( 48 ) ( 46 ) ( 51 ) ( 21 ) ( 7 ) ( 18 ) ( 6 ) ( 10 ) ( 7 ) ( 1 ) ( 10 ) ( 7 ) ( 4 ) ( 0 ) ( 5 ) ( 3 ) ( 1 ) ( 8 ) ( 1 )
437 49.2 41.3 29.3 31.5 46.8 19.4 15.6 41.9 16.7 28.6 24.1 3.8 40.0 28.0 16.0 ― 27.8 17.6 6.3 53.3 6.7
Taiwan
Hawaii
(other
than
Oahu)
Saipan KoreaHawaii
(Oahu)Guam USA East EgyptOceania
Countries
of
northern
Europe
USA
WestGreece
Other
nations in
west
Europe
Spain Turkey
Countries
of
eastern
Europe
France Italy Germany UK Singapore
437
Destinations simultaneously
considered by those who
considered the France
Destinations actually visited by
those who considered the France437
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the France
Destinations actually visited by those who considered the France
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 22
France
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important France'12
All
destinations
/Total '12
France'12
(n=2513) (n=131)
Price is cheap for the content 52.5 51.5
Includes spots I want to go to 22.3 ◎ 45.6
Content/Breakdown of the price indicated is clear 20.4 ○ 27.8
Cheap 27.6 27.0
Can visit many tourist spots 13.7 ◎ 26.2
There is city sightseeing 13.4 ○ 21.5
There is a lot of free time 19.8 18.9
Time stayed at destination is long 8.8 ○ 16.5
Can pay by credit card 16.3 15.2
Discounts are available for early reservations 7.0 10.6
Discounts are available for children 1.7 0.6
There is no city sightseeing 2.7 0.6
It is an assuring airline 22.6 ◎ 33.4
There are direct flights 16.0 19.3
It is a well-known airline 9.1 ○ 17.4
Is a flight that meets my schedule and connecting flights 7.6 ○ 13.9
It is a Japanese airline 6.8 9.2
Departs from nearest airport 7.7 7.4
Aircraft equipment is good (new, clean) 2.1 6.3
Accumulate mileage with the airline used/affiliated 3.9 6.1
Aircraft amenities (width of seats, etc.) are good 2.0 4.2
Is not a Low-Cost Carrier 0.6 3.4
Premium economy or business class or better 1.7 1.7
Is a Low-Cost Carrier 1.2 1.5
Hotel is designated 15.6 14.5
Hotel location is good 24.5 × 12.4
Hotel ambiance is nice / Grade of notoriety is high 17.5 ▲ 11.7
Hotel facilities and services are complete 11.0 6.7
Rooms suit my needs 5.3 3.2
Transportation is provided to and from hotel 12.9 × 2.8
Checkout time is late 1.3 1.1
Check-in time is early 1.1 ―
Comes with guide 18.2 ◎ 49.3
Travel agency is very reliable 31.5 ○ 41.4
Travel agency response is thorough 12.9 ○ 20.0
There are local staff who speak Japanese 12.5 15.8
Travel agency is well known 10.6 13.2
Travel agency is familiar 11.0 10.5
Travel agency has good ability to arrange and do good work 8.5 6.1
Travel agency is in a location easy to visit 4.1 6.0
There is a backup desk at destinations 4.8 4.6
Travel agency is highly specialized 5.1 4.3
All breakfasts provided 11.9 ○ 21.3
All meals provided 12.3 ○ 18.4
Comes with famous dishes 9.2 ○ 17.1
Possible to participate alone 2.7 5.9
Can make reservations right away 6.1 4.9
Can increase or decrease the number of nights 2.0 3.9
Other 1.2 3.1
Nothing in particular 3.6 1.8
Items considered important
Budg
et
and
conte
nt
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 20 40 60
Items considered important France'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 23
France
●Degree of satisfaction▽ The overall degree of satisfaction was 94.8%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (95.4%) comprised the largest percentage and was followed by "sports / hands-on
activities" (88.7%) and "relaxation / beauty treatments and massages" (85.9%).
▽ Opinions and action after travel: "I'd like to go to a different area in that country/area" (61.8%) comprised the
largest percentage and was followed by "I became more fond of that country/area" (61.5%). Intention to
revisit/total was 83.3%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
France'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=206) 94.8
(n=200) 95.4
(n=50) 88.7
(n=199) 73.4
(n=179) 82.0
(n=34) 85.9
(n=206) 72.0
(n=206) 67.0
(n=111) 82.2
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
14.7
14.8
11.8
15.7
25.6
23.6
21.2
0.7
3.4
5.8
2.1
-
16.1
22.2
9.4
7.9
20.8
15.9
14.1
11.9
10.8
8.361.0
43.4
46.4
70.2
70.2
58.6
74.0
88.6
87.7%
6.8
7.0 1.5
3.9
3.7
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I'd like to go to
a different area
in that
country/area
I became more
fond of that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to stay
longer in that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to try
traveling more
deeply in the
same area
I'd like to try
more luxurious
travel in that
country/area
I collected
(would like to
collect)
information
about that
country/area
I made (would
like to make)
an album with
printed out
images
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 46.7 57.0 36.7 42.5 46.5 26.0 17.2 20.9 13.6 10.9 7.2 9.4 74.0
France'12 206 61.8 61.5 54.1 49.3 47.6 35.4 28.0 27.1 16.0 14.5 7.9 3.1 83.3
0
20
40
60
80
France'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Germany'12 (n=112)
Germany'11 (n=95)
56.4
53.9
40.8
43.6
46.1
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Germany'12 (n=136) 10.9
Germany'11 (n=108) 10.2
18.1 15.7 10.2 11.8
15.3
8.9
13.9
29.2
30.0
11.0
27.7
31.1
4.6
11.3
8.7
14.7%
1.6
1.4
-
-
5.1
9.7 10.2
9.8
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Germany '12 (n=136)
Germany '11 (n=108)
8.8
8.6
10.8
6.8
6.3
7.2
21.3
25.3
24.3
12.9
20.1
13.1
11.0
7.4
8.9
8.1
5.6
6.3
18.3
15.6
24.9
6.8% 9.9 11.7
24
Germany
●Profile▽ Sex and age: "male 50 yrs or older" (25.3%) comprised the largest percentage and was followed by "female
18-29 yrs" (20.1%).
▽ Incidence of first visit: 62.1%.
▽ Number of trips overseas thus far: average of 12.3 times.
●Travel Outline▽ Travel expenses: average of 271,000 yen.
▽ Incidence of package tour use: 56.4%.
▽ Number of days traveled: average of 10.9 days.
▽ Accompanying travelers: "married couple travel" (40.0%) comprised the largest percentage and was followed
by "travel alone" (16.0%).
▽ In terms of purposes of travel, "to visit famous sites and historic spots" (78.5%) comprised the largest
percentage and was followed by "to eat good food" (40.0%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (92.3%) comprised the largest
percentage and was followed by "visit famous and historic places" (82.4%).
▽ Total expenditures at destination: average of 262,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Germany '12 (n=136)
Germany '11 (n=108) 47.5
62.1
45.7%
52.5
37.9
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Germany '12 (n=136) 12.3
Germany '11 (n=108) 14.2
8.8
3.6
13.9
10.2
17.5
16.9
20.1
10.7
8.3
12.7
55.5
52.2
53.4
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Germany'12 (n=112) 27.1
Germany'11 (n=95) 30.3
Average
(tens of
1000s of
yen)
26.6 17.6 11.9 14.6
30.4
28.9
6.8
21.7
23.4
5.5
27.7-
1.4
17.1%
3.9
2.5
2.6
9.7
13.5
18.2 16.1
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 25
Germany
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Germany
'12
(n=5076) (n=136)
Married couple travel 25.6 40.0
Family travel (with children) 13.9 6.5
Travel alone 13.1 16.0
With friends (3 or more) 12.0 4.3
With friend (alone) 11.6 12.8
Family travel (with parents) 6.7 4.5
Couple travel 4.8 3.4
Honeymoon 3.5 4.5
Family travel (3 generations) 2.6 ―
Other 6.1 8.0
0 10 20 30 40 50
All destinations/Total '12 Germany'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Germany'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Germany
'12 112 13.7 11.7 1.4 13.0 8.6 15.0 36.6 ― 19.1 26.2
'11 95 15.0 14.5 6.3 12.2 14.7 7.4 29.9 ― 15.0 19.1
(%)
Average
(in 10s of 1000s of yen)
Germany'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Germany
'12 112 1.6 5.6 16.7 20.1 11.5 23.0 20.6 0.9 5.6 5.4
'11 95 1.8 5.4 17.5 15.5 14.5 31.8 13.5 ― 5.6 5.4
'12 112 8.5 12.2 24.4 14.1 17.4 17.2 5.3 0.9 2.4 2.8
'11 95 7.3 17.1 15.3 12.4 24.9 17.5 5.5 ― 2.6 3.0
'12 112 23.2 6.7 15.4 12.0 14.4 18.1 9.3 0.9 2.6 3.2
'11 95 18.7 7.5 19.0 9.9 15.2 21.4 8.3 ― 2.7 3.1Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Germany
'12
(n=5076) (n=136)
1 To visit famous sites and historic spots 49.6 78.5
2 To eat good food 50.3 40.0
3 To view art 14.1 32.7
4 To shop 46.0 32.1
5 To broaden my horizons/perspective 16.9 31.3
6 To create memories 23.2 29.3
7 To experience a different culture 20.9 27.6
8 To enjoy nature 20.7 22.6
9 To escape from the routine 25.0 22.5
10 Just to try getting to a foreign country 15.3 21.0
11 To relax and rest 32.5 17.9
12 To see stimulation 11.4 14.8
13 In expectation of interactions and new encounters with local people 10.0 12.6
14 To see an event held during a particular time (carnival in Rio, etc.) 1.5 9.5
15 To have a look at Japan from overseas 5.0 9.2
16 To improve my language ability 4.5 8.6
17 To see Japanese friends and acquaintances who live there 7.2 7.2
18 To get a better grounding in hobbies and studies pursued 2.1 5.0
19 To enjoy a concert / musical performance 2.8 4.8
20 To view a sport event 1.7 4.7
21 To do a home-stay / study abroad 0.9 4.3
22 To visit a place that I live at before 1.6 4.2
23 To visit a place that is in my memories 3.3 3.8
24 To stay at luxury hotels 9.8 3.6
25 For my children 6.3 3.1
26 To benefit my career opportunities 0.7 2.3
27 To engage in sports 7.7 1.7
28 To experience places off the beaten track / adventures 4.7 1.5
29 For my parents 3.1 1.2
30 To attend a wedding ceremony 1.3 0.6
31 Beauty treatments and massages 15.2 0.4
32 To tour locations of filming 2.2 ―
32 Working holiday 0.2 ―
Other 5.5 9.8
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Germany'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=63) (n=136) (n=136)
1 City sightseeing / Tour to surrounding area 92.3 11.6 7.1
2 Visit famous and historic places 82.4 10.9 8.9
3 Famous dishes 58.9 1.7 10.7
4 Art museums and historic museums 44.1 4.5 9.7
5 Shopping tour 26.0 1.1 1.7
6 Pleasure cruise 22.9 3.8 1.9
7 Trains 18.8 12.6 14.5
8 Night tour 9.8 2.3 1.3
9 Theme park 8.1 1.6 1.6
10 Island tour 6.9 1.5 1.2
11 Dinner cruise 4.5 ― 2.0
11 Viewing of theater, musicals, concert, shows, etc. 4.5 7.0 3.5
13 Outdoor (fishing, climbing, etc.) 3.1 1.3 ―
14 Other sports 2.7 0.7 ―
15 Other marine sports 2.5 0.7 ―
16 Beauty treatments, spa, massage, hot springs 1.6 0.7 1.3
16 Diving and snorkeling 1.6 ― 0.7
16 Skiing and snowboarding 1.6 ― ―
19 Aquariums/zoos 1.5 ― 1.3
20 Riding (horseback, rafting, etc.) 1.3 ― ―
20 Ethnic cultural experiences 1.3 0.6 ―
22 Golfing 0.9 ― ―
22 Sports viewing 0.9 2.5 1.0
22 Gambling 0.9 ― ―
22 Instruction 0.9 ― ―
26 To tour locations of filming ― 1.4 1.0
26 Safari jungle tour ― ― ―
26 Other event viewing ― ― 1.3
26 Car rental ― 5.0 0.6
Other ― 0.5 3.5
Nothing ― 56.9 62.9
Don't know or don't remember ― 3.0 3.8
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation4.5
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Germany
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 6.0 months prior to departure, "when started
considering" was given an average of 3.7 months prior to departure, and "when booked" was given an average of 2.6 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (78.4%) comprised
the largest percentage and was followed by "travel agency pamphlets" (43.9%) and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (31.7%).
▽ In terms of means of inquiry, "web / e-mail" (47.2%) comprised the largest percentage and was followed by "by telephone" (31.4%) and
"visiting" (21.2%).
▽ In terms of means of booking, "web / e-mail" (58.0%) comprised the largest percentage and was followed by "by telephone" (25.4%) and
"visiting" (23.4%).
▽ A look at the destinations simultaneously considered by those who considered Germany shows that "France" (58.0%) comprised the largest
percentage, followed by "Italy" (38.6%) and "other nations in west Europe" (37.3%). In terms of actual destinations visited, "Germany" (39.7%)
comprised the largest percentage, followed by "France" (24.6%) and "other nations in west Europe" (17.4%).
▽ Among the responses given as the reasons for considering, "I was interested in a particular sightseeing spot" (34.2%) comprised the largest
percentage, followed by "it was a location I had wanted to go to from before" (34.1%). Among the responses given as the reason for deciding,
"it was a location I had wanted to go to from before" (15.6%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "comes with guide" (59.4%) comprised the largest
percentage and followed by "price is cheap for the content" (56.3%).
26
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Germany'12 Germany'11
When first thought of traveling 112 27.7 24.4 25.5 4.6 10.3 0.5 1.8 ― 5.2 4.5 6.0 6.0
When started considering 112 6.4 23.6 34.1 14.4 12.6 2.0 2.8 ― 4.1 3.1 3.7 3.8
When booked 112 4.1 7.7 28.1 19.7 26.3 6.5 4.5 0.5 2.6 2.4 2.6 2.8
Average (months prior)0
10
20
30
40
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
counte
rs
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
New
spap
er
ads
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Inte
rnet
(sm
artp
hone, e
tc.)
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
TV
pro
gram
s an
d com
merc
ials
Fre
e fly
ers
and
flyers
in
new
spap
ers
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Mobi
le s
ites
Seik
yo p
amph
lets
and
counte
rs
Acqu
ainta
nces
at t
rave
l
agencie
s
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 18.5 14.8 10.9 4.7 9.8 11.3 3.5 4.4 2.2 1.2 2.3 1.8 0.2 1.2 0.5 1.4 1.1 3.5
Germany'12 112 78.4 43.9 31.7 24.1 21.5 12.1 10.5 6.9 4.0 3.9 3.0 2.4 2.4 1.8 1.6 1.4 1.4 1.0 1.5 0.7
0
20
40
60
80
100
Germany'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Germany'12 112 47.2 31.4 21.2 2.0 ― 22.1 0.9
0
25
50
75
Germany'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 15.5 21.7 0.7 1.7 0.9 2.4
Germany'12 112 58.0 25.4 23.4 0.9 ― ― ―
0
25
50
75
Germany'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 27
Germany
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Germany'12Reason for deciding Germany'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Germany'12
All
destinations/
Total '12
Germany'12
(n=4243) (n=112) (n=4243) (n=112)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ▲ 24.1 11.0 10.7
Suited my budget 27.6 × 15.7 8.8 ▲ 3.3
I just happened to discover a good travel product 9.2 8.1 3.2 1.6
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 6.4 2.2 2.2
Suited my flying time or flight from the closest airport, etc. 5.5 2.9 0.8 ―
Because I wanted to earn miles 3.4 1.6 0.5 1.6
It suited the needs of accompanying travelers, such as my children 4.8 1.4 1.5 1.4
I was interested in a particular sightseeing spot 14.3 ◎ 34.2 4.1 ◎ 14.2
It was a location I had wanted to go to from before 21.2 ◎ 34.1 10.3 ○ 15.6
Accompanying travelers wanted to go there 20.2 23.4 10.6 12.4
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 12.6 1.3 ―
I was interested in a particular event, activity 5.4 ○ 12.5 3.0 7.1
I had been there before and found that it was good 15.8 11.5 6.2 4.4
I have family members, relatives, acquaintances, friends at the destination 8.6 10.2 6.4 6.9
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 6.7 0.2 ―
I felt like going after seeing the website of the travel bureau 2.3 5.1 0.2 ―
Was recommended by family members, acquaintances, friends 7.8 4.4 1.7 0.5
Was recommended by a travel agent 1.5 ― 0.5 ―
City seems good 14.9 ◎ 28.2 1.8 1.3
Seems safe 17.8 ○ 26.1 2.0 4.0
Nature seems good 17.3 ○ 24.0 3.1 6.7
Climate seems good 18.0 20.0 3.0 1.5
Hygienic 4.8 ◎ 16.9 0.1 ―
Food seems good 18.8 14.5 3.4 ―
Timing of the trip seems good (best season at that destination, etc.) 6.6 11.2 1.6 1.2
Hospitality seems good 6.0 8.4 0.5 ―
Prices seems cheap 19.4 × 7.6 3.6 ―
Hotel I want to stay at seems good 4.4 1.5 1.6 ―
Other 8.6 8.0 6.7 3.3
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40
Reasons for considering Germany'12
Reason for deciding Germany'12
(%)
Sample
100.0 58.0 38.6 37.3 32.9 27.6 17.8 11.8 11.0 8.4 7.5 6.4 5.7 5.3 5.0 5.0 4.8 4.3 3.3 3.1 3.1
( 282 ) ( 164 ) ( 109 ) ( 105 ) ( 93 ) ( 78 ) ( 50 ) ( 33 ) ( 31 ) ( 24 ) ( 21 ) ( 18 ) ( 16 ) ( 15 ) ( 14 ) ( 14 ) ( 14 ) ( 12 ) ( 9 ) ( 9 ) ( 9 )
39.7 24.6 13.4 17.4 8.8 5.8 9.3 1.7 2.3 1.2 0.6 1.1 1.4 1.5 ― 1.5 0.7 1.0 1.9 0.6 0.3
( 112 ) ( 69 ) ( 38 ) ( 49 ) ( 25 ) ( 16 ) ( 26 ) ( 5 ) ( 7 ) ( 3 ) ( 2 ) ( 3 ) ( 4 ) ( 4 ) ( 0 ) ( 4 ) ( 2 ) ( 3 ) ( 5 ) ( 2 ) ( 1 )
282 39.7 42.1 34.9 46.7 26.9 20.5 52.0 15.2 22.6 12.5 9.5 16.7 25.0 26.7 ― 28.6 14.3 25.0 55.6 22.2 11.1Rate of actual visit to country /
area considered
USA
SouthGermany France Italy
Other
nations in
west
Europe
UK Spain
Countries
of
eastern
Europe
Turkey
Countries
of
northern
Europe
Oceania Greece USA EastUSA
West
Hawaii
(Oahu)Egypt Guam
Canada
/ AlaskaSaipan Korea Morocco
282
Destinations simultaneously
considered by those who
considered the Germany
Destinations actually visited by
those who considered the
Germany
282
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Germany
Destinations actually visited by those who considered the Germany
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 28
Germany
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Germany'12
All
destinations
/Total '12
Germany'12
(n=2513) (n=63)
Price is cheap for the content 52.5 56.3
Includes spots I want to go to 22.3 ◎ 48.0
Can visit many tourist spots 13.7 ◎ 29.9
There is city sightseeing 13.4 ○ 20.2
Content/Breakdown of the price indicated is clear 20.4 19.6
Cheap 27.6 × 14.1
Can pay by credit card 16.3 13.1
Time stayed at destination is long 8.8 12.8
There is a lot of free time 19.8 ▲ 11.7
Discounts are available for early reservations 7.0 7.6
Discounts are available for children 1.7 ―
There is no city sightseeing 2.7 ―
It is an assuring airline 22.6 ◎ 36.5
There are direct flights 16.0 ◎ 29.4
It is a well-known airline 9.1 ○ 15.9
It is a Japanese airline 6.8 ○ 15.0
Is a flight that meets my schedule and connecting flights 7.6 10.9
Accumulate mileage with the airline used/affiliated 3.9 ○ 9.2
Departs from nearest airport 7.7 7.6
Aircraft equipment is good (new, clean) 2.1 4.1
Aircraft amenities (width of seats, etc.) are good 2.0 2.7
Premium economy or business class or better 1.7 2.7
Is a Low-Cost Carrier 1.2 ―
Is not a Low-Cost Carrier 0.6 ―
Hotel ambiance is nice / Grade of notoriety is high 17.5 ▲ 10.8
Hotel facilities and services are complete 11.0 10.3
Hotel is designated 15.6 ▲ 8.2
Hotel location is good 24.5 × 2.5
Transportation is provided to and from hotel 12.9 × ―
Checkout time is late 1.3 ―
Check-in time is early 1.1 ―
Rooms suit my needs 5.3 ▲ ―
Comes with guide 18.2 ◎ 59.4
Travel agency is very reliable 31.5 ○ 40.7
Travel agency is well known 10.6 ○ 19.6
Travel agency is highly specialized 5.1 ◎ 16.8
Travel agency is familiar 11.0 12.1
There are local staff who speak Japanese 12.5 11.9
Travel agency response is thorough 12.9 11.7
Travel agency has good ability to arrange and do good work 8.5 10.3
Travel agency is in a location easy to visit 4.1 8.0
There is a backup desk at destinations 4.8 5.3
All meals provided 12.3 ◎ 29.1
All breakfasts provided 11.9 ◎ 27.5
Comes with famous dishes 9.2 ◎ 25.0
Possible to participate alone 2.7 7.5
Can make reservations right away 6.1 5.1
Can increase or decrease the number of nights 2.0 1.3
Other 1.2 ―
Nothing in particular 3.6 ―
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
Budg
et
and
conte
nt
Items considered important
0 20 40 60
Items considered important Germany'12 (%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 29
Germany
●Degree of satisfaction▽ The overall degree of satisfaction was 95.1%. A look at each degree of satisfaction attribute shows that "safety
/ hygiene" (96.5%) comprised the largest percentage and was followed by "local hospitality" (94.5%) and
"sightseeing / viewing" (93.9%).
▽ Opinions and action after travel: "I became more fond of that country/area" (75.4%) comprised the largest
percentage and was followed by "I'd like to try going to that country/area in a different season/period" (56.9%).
Intention to revisit/total was 78.8%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Germany'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=98) 95.1
(n=95) 93.9
(n=21) 95.4
(n=96) 85.5
(n=89) 86.5
(n=15) 88.1
(n=98) 94.5
(n=98) 96.5
(n=50) 91.3
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
9.4
23.3
27.2
17.5
13.5
31.0
28.0
19.8
-
4.8
3.4
6.6
1.8
0.6
9.6
10.1
85.9%
84.6
72.1
58.3
69.0
74.6
63.5
68.5
71.5
9.2
-
0.6
-
2.9
3.6
4.3
6.1
8.7
5.3
4.6
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to stay
longer in that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I made (would
like to make)
an album with
printed out
images
I'd like to try
more luxurious
travel in that
country/area
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 36.7 46.5 42.5 46.7 26.0 20.9 13.6 17.2 10.9 7.2 9.4 74.0
Germany'12 98 75.4 56.9 56.1 54.0 53.8 29.9 25.6 22.2 16.5 15.7 12.2 3.3 78.8
0
20
40
60
80
Germany'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Spain'12 (n=90)
Spain'11 (n=84)
64.1
60.1
40.8
35.9
39.9
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Spain'12 (n=98) 9.6
Spain'11 (n=97) 12.4
18.1 15.7 10.2 11.8 13.9
33.4
42.4
11.0
32.7
27.6
4.6
6.9
10.2
14.7%
1.7
-
1.0
-
2.6
1.6
4.5
8.7
13.7
13.0
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Spain '12 (n=98)
Spain '11 (n=97)
8.7
5.8
7.5
10.9
4.8
3.6
21.3
21.0
17.9
12.9
14.4
15.6
11.0
14.6
10.7
8.1
4.5
6.3
18.3
24.4
29.2
6.8% 9.9 11.7
30
Spain
●Profile▽ Sex and age: "female 50 yrs or older" (24.4%) comprised the largest percentage and was followed by "male 50
yrs or older" (21.0%).
▽ Incidence of first visit: 70.4%.
▽ Number of trips overseas thus far: average of 15.8 times.
●Travel Outline▽ Travel expenses: average of 272,000 yen.
▽ Incidence of package tour use: 64.1%.
▽ Number of days traveled: average of 9.6 days.
▽ Accompanying travelers: "married couple travel" (34.3%) comprised the largest percentage and was followed
by "Family travel (with children)" (12.2%).
▽ In terms of purposes of travel, "to visit famous sites and historic spots" (84.8%) comprised the largest
percentage and was followed by "to eat good food" (53.9%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (77.8%) comprised the largest
percentage and was followed by "art museums and historic museums" (63.5%).
▽ Total expenditures at destination: average of 244,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Spain '12 (n=98)
Spain '11 (n=97) 68.9
70.4
45.7%
31.1
29.6
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Spain '12 (n=98) 15.8
Spain '11 (n=97) 15.3
3.0
3.1
17.5
13.5
10.7
10.1
12.9
55.5
67.7
61.6
4.9%
8.8
6.1
11.4
13.0
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Spain'12 (n=90) 27.2
Spain'11 (n=84) 33.0
Average
(tens of
1000s of
yen)
26.6 17.6 11.9 14.6
37.1
39.5
6.8
13.4
21.0
5.5
20.8-
17.1%
-
1.8
0.9
2.2
15.4
14.7
19.8 13.4
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 31
Spain
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Spain
'12
(n=5076) (n=98)
Married couple travel 25.6 34.3
Family travel (with children) 13.9 12.2
Travel alone 13.1 8.7
With friends (3 or more) 12.0 10.7
With friend (alone) 11.6 10.4
Family travel (with parents) 6.7 9.3
Couple travel 4.8 3.8
Honeymoon 3.5 7.3
Family travel (3 generations) 2.6 ―
Other 6.1 3.3
0 10 20 30 40
All destinations/Total '12 Spain'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Spain'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Spain
'12 90 13.9 14.3 2.5 10.0 11.9 10.6 36.8 ― 19.1 24.4
'11 84 12.3 18.7 7.6 18.2 14.0 7.4 21.8 ― 15.0 18.0
(%)
Average
(in 10s of 1000s of yen)
Spain'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Spain
'12 90 2.6 1.6 17.4 12.8 14.8 28.0 22.9 ― 5.6 6.3
'11 84 2.6 ― 10.3 28.5 13.7 29.1 15.8 ― 5.6 5.3
'12 90 7.7 14.5 23.3 17.6 13.8 17.3 5.7 ― 2.4 2.7
'11 84 9.4 7.6 15.5 14.2 24.9 20.1 8.2 ― 2.6 3.4
'12 90 15.5 4.8 15.3 14.9 17.5 22.5 7.9 1.6 2.6 3.6
'11 84 19.6 2.2 22.3 14.1 15.1 17.8 8.9 ― 2.7 3.2Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Spain
'12
(n=5076) (n=98)
1 To visit famous sites and historic spots 49.6 84.8
2 To eat good food 50.3 53.9
3 To view art 14.1 48.2
4 To shop 46.0 36.1
5 To create memories 23.2 34.4
6 To experience a different culture 20.9 30.0
7 To broaden my horizons/perspective 16.9 23.0
8 To escape from the routine 25.0 19.8
9 To relax and rest 32.5 19.6
10 Just to try getting to a foreign country 15.3 18.9
11 To see stimulation 11.4 15.2
12 To enjoy nature 20.7 13.5
13 To stay at luxury hotels 9.8 11.0
14 In expectation of interactions and new encounters with local people 10.0 9.9
15 To get a better grounding in hobbies and studies pursued 2.1 6.4
16 To view a sport event 1.7 6.1
17 To see an event held during a particular time (carnival in Rio, etc.) 1.5 5.1
18 To have a look at Japan from overseas 5.0 4.1
19 To engage in sports 7.7 3.3
20 Beauty treatments and massages 15.2 2.9
20 To visit a place that is in my memories 3.3 2.9
22 To see Japanese friends and acquaintances who live there 7.2 2.7
22 To improve my language ability 4.5 2.7
24 To experience places off the beaten track / adventures 4.7 2.0
24 To tour locations of filming 2.2 2.0
24 To attend a wedding ceremony 1.3 2.0
27 To do a home-stay / study abroad 0.9 1.4
27 Working holiday 0.2 1.4
27 To benefit my career opportunities 0.7 1.4
30 To enjoy a concert / musical performance 2.8 1.0
31 For my children 6.3 0.8
32 To visit a place that I live at before 1.6 ―
32 For my parents 3.1 ―
Other 5.5 4.6
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Spain'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=58) (n=98) (n=98)
1 City sightseeing / Tour to surrounding area 77.8 18.6 8.1
2 Art museums and historic museums 63.5 5.9 13.4
3 Visit famous and historic places 61.8 10.8 8.4
4 Famous dishes 47.9 6.2 5.8
5 Viewing of theater, musicals, concert, shows, etc. 19.0 14.0 6.8
6 Shopping tour 17.8 1.6 0.8
7 Trains 15.0 6.2 8.1
8 Ethnic cultural experiences 8.8 2.3 1.4
9 Night tour 5.3 4.6 5.2
10 Theme park 4.9 1.5 ―
11 Aquariums/zoos 3.9 1.4 2.3
12 Island tour 3.6 1.4 ―
13 Other event viewing 3.4 1.0 1.4
14 Riding (horseback, rafting, etc.) 2.4 1.4 1.4
14 Sports viewing 2.4 5.9 4.0
16 Diving and snorkeling 1.6 ― 1.4
17 Pleasure cruise 1.0 2.3 1.4
18 To tour locations of filming ― ― 1.0
18 Dinner cruise ― ― ―
18 Beauty treatments, spa, massage, hot springs ― 3.0 4.5
18 Golfing ― ― ―
18 Other marine sports ― ― ―
18 Skiing and snowboarding ― ― 1.4
18 Outdoor (fishing, climbing, etc.) ― 1.0 ―
18 Other sports ― ― 1.0
18 Safari jungle tour ― 1.0 ―
18 Gambling ― 2.5 ―
18 Instruction ― 2.0 1.0
18 Car rental ― 3.4 3.2
Other ― 3.2 6.1
Nothing 2.8 46.9 57.4
Don't know or don't remember ― 0.9 0.9
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation9.5
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 32
Spain
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 4.6 months prior to departure, "when started
considering" was given an average of 3.3 months prior to departure, and "when booked" was given an average of 2.4 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (78.9%) comprised
the largest percentage and was followed by "travel agency pamphlets" (41.2%), and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (22.0%).
▽ In terms of means of inquiry, "web / e-mail" (59.6%) comprised the largest percentage and was followed by "by telephone" (32.8%) and
"visiting" (18.0%).
▽ In terms of means of booking, "web / e-mail" (59.0%) comprised the largest percentage and was followed by "visiting" (21.7%) and "by
telephone" (20.8%).
▽ A look at the destinations simultaneously considered by those who considered Spain shows that "Italy" (55.5%) comprised the largest
percentage, followed by "France" (47.3%) and "Germany" (34.1%). In terms of actual destinations visited, "Spain" (39.4%) comprised the
largest percentage, followed by "Italy" (21.8%).
▽ Among the responses given as the reasons for considering, "it was a location I had wanted to go to from before" (33.9%) comprised the largest
percentage, followed by "accompanying travelers wanted to go there" (26.6%). Among the responses given as the reason for deciding, "it was
a location I had wanted to go to from before" (18.8%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "comes with guide" (49.8%) comprised the largest
percentage and followed by "price is cheap for the content" (45.7%) and "includes spots I want to go to" (44.6%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Spain'12 Spain'11
When first thought of traveling 90 15.5 17.5 38.7 12.8 7.4 2.5 1.1 ― 4.5 4.5 4.6 4.6
When started considering 90 4.8 13.9 42.4 14.7 12.6 4.1 3.0 ― 4.5 3.1 3.3 3.4
When booked 90 1.3 4.7 36.8 26.1 19.2 4.0 3.2 2.0 2.5 2.4 2.4 2.7
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Tra
vel a
gency
counte
rs
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
New
spap
er
ads
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
TV
pro
gram
s an
d com
merc
ials
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Fre
e fly
ers
and
flyers
in
new
spap
ers
Acqu
ainta
nces
at t
rave
l
agencie
s
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Seik
yo p
amph
lets
and
counte
rs
Inte
rnet
(sm
artp
hone, e
tc.)
Mobi
le s
ites
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 18.5 10.9 14.8 11.3 4.7 9.8 3.5 2.3 2.2 1.2 1.8 1.4 0.2 0.5 4.4 1.2 1.1 3.5
Spain'12 90 78.9 41.2 22.0 19.7 14.2 14.1 11.4 11.4 5.3 5.1 4.9 4.4 4.1 3.3 2.5 2.2 1.9 1.6 ― 1.6
0
20
40
60
80
100
Spain'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Spain'12 90 59.6 32.8 18.0 2.6 ― 7.6 4.8
0
25
50
75
Spain'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Spain'12 90 59.0 21.7 20.8 1.1 ― 1.1 3.2
0
25
50
75
Spain'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 33
Spain
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Spain'12Reason for deciding Spain'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Spain'12
All
destinations/
Total '12
Spain'12
(n=4243) (n=90) (n=4243) (n=90)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ▲ 22.1 11.0 6.5
Suited my budget 27.6 × 15.3 8.8 6.8
I just happened to discover a good travel product 9.2 ○ 14.9 3.2 2.5
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 9.9 2.2 1.1
Because I wanted to earn miles 3.4 4.9 0.5 1.1
Suited my flying time or flight from the closest airport, etc. 5.5 4.1 0.8 2.5
It suited the needs of accompanying travelers, such as my children 4.8 ― 1.5 ―
It was a location I had wanted to go to from before 21.2 ◎ 33.9 10.3 ○ 18.8
Accompanying travelers wanted to go there 20.2 ○ 26.6 10.6 9.0
I was interested in a particular sightseeing spot 14.3 ○ 22.1 4.1 ○ 9.3
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 ○ 14.2 1.3 4.5
I had been there before and found that it was good 15.8 11.2 6.2 5.3
Was recommended by family members, acquaintances, friends 7.8 8.7 1.7 2.1
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 7.3 0.2 ―
I was interested in a particular event, activity 5.4 7.2 3.0 1.3
I have family members, relatives, acquaintances, friends at the destination 8.6 7.0 6.4 2.2
I felt like going after seeing the website of the travel bureau 2.3 6.0 0.2 0.7
Was recommended by a travel agent 1.5 2.5 0.5 1.8
Climate seems good 18.0 22.1 3.0 ○ 8.9
City seems good 14.9 ○ 21.5 1.8 3.2
Nature seems good 17.3 18.7 3.1 1.6
Food seems good 18.8 17.0 3.4 6.6
Timing of the trip seems good (best season at that destination, etc.) 6.6 6.5 1.6 1.6
Hospitality seems good 6.0 6.1 0.5 ―
Hotel I want to stay at seems good 4.4 5.4 1.6 0.9
Seems safe 17.8 × 4.5 2.0 ―
Hygienic 4.8 4.1 0.1 ―
Prices seems cheap 19.4 × 0.7 3.6 ―
Other 8.6 6.8 6.7 1.6
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40
Reasons for considering Spain'12
Reason for deciding Spain'12
(%)
Sample
100.0 55.5 47.3 34.1 26.3 22.7 22.2 13.1 12.0 9.2 8.8 7.7 7.1 5.4 5.3 5.2 5.1 4.7 3.8 3.7 3.7
( 228 ) ( 127 ) ( 108 ) ( 78 ) ( 60 ) ( 52 ) ( 51 ) ( 30 ) ( 27 ) ( 21 ) ( 20 ) ( 18 ) ( 16 ) ( 12 ) ( 12 ) ( 12 ) ( 12 ) ( 11 ) ( 9 ) ( 9 ) ( 8 )
39.4 21.8 19.8 7.7 5.7 8.7 6.1 1.4 4.0 1.1 0.3 1.4 0.4 1.2 1.0 * 1.3 0.8 0.9 * 1.6
( 90 ) ( 50 ) ( 45 ) ( 18 ) ( 13 ) ( 20 ) ( 14 ) ( 3 ) ( 9 ) ( 2 ) ( 1 ) ( 3 ) ( 1 ) ( 3 ) ( 2 ) * ( 3 ) ( 2 ) ( 2 ) * ( 4 )
228 39.5 39.4 41.7 23.1 21.7 38.5 27.5 10.0 33.3 9.5 5.0 16.7 6.3 25.0 16.7 * 25.0 18.2 22.2 * 50.0
USA EastCanada
/ AlaskaGuam HokkaidoEgypt
Hawaii
(Oahu)Morocco Okinawa
Countries
of
eastern
Europe
Countries
of
northern
Europe
GreeceUSA
WestUK
Other
nations in
west
Europe
Turkey OceaniaSpain Italy France Germany Taiwan
228
Destinations simultaneously
considered by those who
considered the Spain
Destinations actually visited by
those who considered the Spain228
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Spain
Destinations actually visited by those who considered the Spain
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 34
Spain
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Spain'12
All
destinations
/Total '12
Spain'12
(n=2513) (n=58)
Price is cheap for the content 52.5 ▲ 45.7
Includes spots I want to go to 22.3 ◎ 44.6
Can visit many tourist spots 13.7 ○ 22.8
There is city sightseeing 13.4 ○ 21.4
Content/Breakdown of the price indicated is clear 20.4 18.4
Can pay by credit card 16.3 15.1
Cheap 27.6 × 14.0
There is a lot of free time 19.8 × 7.4
Time stayed at destination is long 8.8 3.9
Discounts are available for early reservations 7.0 ▲ 1.5
Discounts are available for children 1.7 ―
There is no city sightseeing 2.7 ―
It is an assuring airline 22.6 22.2
It is a well-known airline 9.1 ○ 16.3
Is a flight that meets my schedule and connecting flights 7.6 ○ 12.6
Premium economy or business class or better 1.7 ○ 8.4
Departs from nearest airport 7.7 7.8
Accumulate mileage with the airline used/affiliated 3.9 7.4
There are direct flights 16.0 × 4.1
Is a Low-Cost Carrier 1.2 2.4
Aircraft equipment is good (new, clean) 2.1 2.4
Aircraft amenities (width of seats, etc.) are good 2.0 2.4
It is a Japanese airline 6.8 ▲ 1.4
Is not a Low-Cost Carrier 0.6 ―
Hotel is designated 15.6 12.9
Hotel location is good 24.5 × 8.3
Hotel ambiance is nice / Grade of notoriety is high 17.5 × 7.3
Transportation is provided to and from hotel 12.9 ▲ 7.3
Hotel facilities and services are complete 11.0 ▲ 5.6
Checkout time is late 1.3 2.4
Rooms suit my needs 5.3 2.4
Check-in time is early 1.1 1.6
Comes with guide 18.2 ◎ 49.8
Travel agency is very reliable 31.5 33.9
Travel agency response is thorough 12.9 15.6
Travel agency is familiar 11.0 15.2
Travel agency is well known 10.6 13.6
Travel agency has good ability to arrange and do good work 8.5 8.1
Travel agency is highly specialized 5.1 8.1
There are local staff who speak Japanese 12.5 ▲ 6.3
Travel agency is in a location easy to visit 4.1 5.3
There is a backup desk at destinations 4.8 1.4
All meals provided 12.3 ◎ 22.6
Comes with famous dishes 9.2 ○ 18.5
All breakfasts provided 11.9 15.1
Possible to participate alone 2.7 4.4
Can increase or decrease the number of nights 2.0 1.4
Can make reservations right away 6.1 1.4
Other 1.2 ―
Nothing in particular 3.6 3.4
Items considered important
Budg
et
and
conte
nt
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 20 40 60
Items considered important Spain'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 35
Spain
●Degree of satisfaction▽ The overall degree of satisfaction was 95.1%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (96.1%) comprised the largest percentage and was followed by "sports / hands-on
activities" (92.3%) and "night life" (86.3%).
▽ Opinions and action after travel: "I became more fond of that country/area" (68.2%) comprised the largest
percentage and was followed by "I'd like to go to a different area in that country/area" (46.3%). Intention to
revisit/total was 67.2%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Spain'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=89) 95.1
(n=86) 96.1
(n=30) 92.3
(n=84) 72.6
(n=80) 83.6
(n=23) 81.9
(n=89) 74.1
(n=89) 83.5
(n=52) 86.3
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
24.1
17.3
23.6
36.0
38.6
49.8
25.3
-
-
-
5.7
3.0
7.4
15.5
11.6
4.4
21.7
13.4
10.7
10.4
4.9
9.361.0
33.7
35.5
45.9
60.0
55.3
68.2
89.1
87.4%
7.0
7.7
7.7
3.9
4.9
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to stay
longer in that
country/area
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I made (would
like to make)
an album with
printed out
images
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
I'd like to try
more luxurious
travel in that
country/area
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.7 36.7 46.5 42.5 26.0 20.9 13.6 10.9 7.2 17.2 9.4 74.0
Spain'12 89 68.2 46.3 45.8 45.4 40.3 33.6 21.3 16.6 13.8 12.7 12.4 11.8 67.2
0
20
40
60
80
Spain'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Italy'12 (n=170)
Italy'11 (n=182)
71.8
74.0
40.8
28.2
26.0
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Italy'12 (n=191) 10.2
Italy'11 (n=200) 10.0
18.1 15.7 10.2 11.8 13.9
45.8
50.4
11.0
26.3
27.5
4.6
5.0
5.2
14.7%
-
-
0.4
1.0
6.2
1.5
3.1
3.3
11.3
12.9
36
Italy
●Profile▽ Sex and age: "male 50 yrs or older" (22.5%) comprised the largest percentage and was followed by "female
18-29 yrs" (21.8%).
▽ Incidence of first visit: 71.3%.
▽ Number of trips overseas thus far: average of 10.0 times.
●Travel Outline▽ Travel expenses: average of 263,000 yen.
▽ Incidence of package tour use: 71.8%.
▽ Number of days traveled: average of 10.2 days.
▽ Accompanying travelers: "married couple travel" (28.2%) comprised the largest percentage and was followed
by "Honeymoon" (14.9%).
▽ In terms of purposes of travel, "to visit famous sites and historic spots" (88.9%) comprised the largest
percentage and was followed by "to eat good food" (58.3%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (78.6%) comprised the largest
percentage and was followed by "visit famous and historic places" (66.7%).
▽ Total expenditures at destination: average of 260,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Italy '12 (n=191)
Italy '11 (n=200)
9.6
6.7
10.7
9.0
6.5
5.6
21.3
22.5
20.9
12.9
21.8
12.6
11.0
8.4
11.3
8.1
2.7
4.0
18.3
17.8
30.0
6.8% 9.9 11.7
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Italy '12 (n=191)
Italy '11 (n=200) 61.4
71.3
45.7%
38.6
28.7
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Italy '12 (n=191) 10.0
Italy '11 (n=200) 12.1
6.1
4.8
21.9
11.8
17.5
22.0
22.9
10.7
12.0
10.1
55.5
38.0
50.4
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Italy'12 (n=170) 26.3
Italy'11 (n=182) 29.7
Average
(tens of
1000s of
yen)
26.6 17.6 11.9 14.6
31.6
32.6
6.8
17.6
28.8
5.5
19.5-
2.5
17.1%
1.9
4.4
5.0
11.8
12.3
16.8 15.3
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 37
Italy
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Italy
'12
(n=5076) (n=191)
Married couple travel 25.6 28.2
Family travel (with children) 13.9 9.0
Travel alone 13.1 11.0
With friends (3 or more) 12.0 13.3
With friend (alone) 11.6 10.6
Family travel (with parents) 6.7 4.9
Couple travel 4.8 3.1
Honeymoon 3.5 14.9
Family travel (3 generations) 2.6 ―
Other 6.1 4.9
0 10 20 30
All destinations/Total '12 Italy'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Italy'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Italy
'12 170 6.4 14.3 8.3 15.4 7.5 11.2 36.8 ― 19.1 26.0
'11 182 14.0 14.3 7.8 19.1 9.4 8.0 27.2 ― 15.0 18.4
(%)
Average
(in 10s of 1000s of yen)
Italy'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Italy
'12 170 0.8 4.5 7.4 12.5 21.5 26.9 26.5 ― 5.6 8.1
'11 182 1.8 3.3 11.3 14.2 15.0 20.8 31.7 1.8 5.6 8.5
'12 170 6.0 8.6 22.4 21.2 20.7 15.1 4.9 1.0 2.4 2.9
'11 182 12.4 3.8 24.1 16.5 17.8 18.1 4.6 2.8 2.6 2.8
'12 170 18.8 5.7 18.3 14.1 20.0 16.5 6.6 ― 2.6 2.9
'11 182 21.3 7.1 18.3 20.2 10.2 12.5 7.7 2.8 2.7 2.6Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Italy
'12
(n=5076) (n=191)
1 To visit famous sites and historic spots 49.6 88.9
2 To eat good food 50.3 58.3
3 To shop 46.0 51.2
4 To view art 14.1 49.9
5 To create memories 23.2 41.5
6 To escape from the routine 25.0 27.9
7 To experience a different culture 20.9 25.3
8 To broaden my horizons/perspective 16.9 23.9
9 Just to try getting to a foreign country 15.3 19.1
10 To relax and rest 32.5 19.0
11 To enjoy nature 20.7 14.1
12 To see stimulation 11.4 14.0
13 In expectation of interactions and new encounters with local people 10.0 8.5
14 To experience places off the beaten track / adventures 4.7 6.3
15 To stay at luxury hotels 9.8 5.6
15 To have a look at Japan from overseas 5.0 5.6
17 To get a better grounding in hobbies and studies pursued 2.1 4.6
18 To engage in sports 7.7 3.9
18 To visit a place that is in my memories 3.3 3.9
20 To improve my language ability 4.5 3.2
21 To view a sport event 1.7 2.9
21 To tour locations of filming 2.2 2.9
23 To enjoy a concert / musical performance 2.8 2.4
23 To see Japanese friends and acquaintances who live there 7.2 2.4
25 For my children 6.3 2.0
26 To do a home-stay / study abroad 0.9 1.9
27 Beauty treatments and massages 15.2 1.8
28 To see an event held during a particular time (carnival in Rio, etc.) 1.5 1.7
29 To benefit my career opportunities 0.7 1.6
30 To visit a place that I live at before 1.6 1.5
31 Working holiday 0.2 0.7
31 To attend a wedding ceremony 1.3 0.7
31 For my parents 3.1 0.7
Other 5.5 2.9
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Italy'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=122) (n=191) (n=191)
1 City sightseeing / Tour to surrounding area 78.6 19.8 5.3
2 Visit famous and historic places 66.7 15.6 8.3
3 Famous dishes 49.7 8.9 5.7
4 Art museums and historic museums 48.4 18.4 10.6
5 Island tour 29.1 4.3 2.6
6 Shopping tour 25.7 3.1 0.5
7 Pleasure cruise 20.7 4.4 4.9
8 Trains 8.1 10.9 7.9
9 Night tour 3.2 1.6 1.9
10 Riding (horseback, rafting, etc.) 2.6 2.0 1.6
11 Dinner cruise 2.3 0.3 1.4
12 Viewing of theater, musicals, concert, shows, etc. 1.9 5.9 3.1
13 Aquariums/zoos 1.8 0.7 0.7
13 Ethnic cultural experiences 1.8 1.2 0.7
15 Theme park 1.6 ― 0.3
16 Other sports 1.4 0.4 ―
17 Sports viewing 1.2 1.4 0.3
18 To tour locations of filming ― 0.3 0.5
18 Beauty treatments, spa, massage, hot springs ― 0.7 1.8
18 Golfing ― ― ―
18 Diving and snorkeling ― ― 0.7
18 Other marine sports ― ― ―
18 Skiing and snowboarding ― ― 0.7
18 Outdoor (fishing, climbing, etc.) ― ― ―
18 Safari jungle tour ― ― ―
18 Other event viewing ― 0.5 ―
18 Gambling ― 0.7 0.4
18 Instruction ― 0.4 ―
18 Car rental ― 1.9 0.8
Other ― 3.4 ―
Nothing 0.8 43.0 63.2
Don't know or don't remember ― 4.2 2.7
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation16.5
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 38
Italy
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 5.6 months prior to departure, "when started
considering" was given an average of 3.5 months prior to departure, and "when booked" was given an average of 2.4 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (77.0%) comprised
the largest percentage and was followed by "travel agency pamphlets" (51.1%) and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (32.4%).
▽ In terms of means of inquiry, "web / e-mail" (46.8%) comprised the largest percentage and was followed by "visiting" (34.9%) and "by
telephone" (25.5%).
▽ In terms of means of booking, "web / e-mail" (50.5%) comprised the largest percentage and was followed by "visiting" (38.0%) and "by
telephone" (13.8%).
▽ A look at the destinations simultaneously considered by those who considered Italy shows that "France" (51.7%) comprised the largest
percentage, followed by "Spain" (34.7%) and "Germany" (29.8%). In terms of actual destinations visited, "Italy" (46.5%) comprised the largest
percentage, followed by "France" (21.4%).
▽ Among the responses given as the reasons for considering, "it was a location I had wanted to go to from before" (44.6%) comprised the largest
percentage, followed by "city seems good" (31.8%). Among the responses given as the reason for deciding, "it was a location I had wanted to
go to from before" (25.6%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "comes with guide" (53.8%) comprised the largest
percentage and followed by "includes spots I want to go to" (51.5%) and "price is cheap for the content" (51.2%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Italy'12 Italy'11
When first thought of traveling 170 23.2 21.8 30.2 11.3 5.5 1.6 0.4 0.3 5.7 4.5 5.6 5.7
When started considering 170 7.5 16.9 33.7 25.2 8.8 0.5 3.6 0.3 3.5 3.1 3.5 3.7
When booked 170 1.7 7.9 28.8 31.4 16.5 6.6 3.5 0.8 2.9 2.4 2.4 2.8
Average (months prior)0
10
20
30
40
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
counte
rs
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
New
spap
er
ads
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Inte
rnet
(sm
artp
hone, e
tc.)
Fre
e fly
ers
and
flyers
in
new
spap
ers
Seik
yo p
amph
lets
and
counte
rs
TV
pro
gram
s an
d com
merc
ials
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Acqu
ainta
nces
at t
rave
l
agencie
s
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Mobi
le s
ites
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 18.5 14.8 10.9 11.3 9.8 4.7 3.5 4.4 1.8 0.5 2.3 1.2 1.4 2.2 0.2 1.2 1.1 3.5
Italy'12 170 77.0 51.1 32.4 30.2 22.6 17.1 8.1 6.1 5.3 5.0 4.0 3.6 2.8 2.5 2.5 2.1 1.3 ― ― 1.6
0
20
40
60
80
100
Italy'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 18.9 24.3 1.0 1.2 13.0 3.5
Italy'12 170 46.8 34.9 25.5 2.2 ― 14.4 2.8
0
25
50
75
Italy'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Italy'12 170 50.5 38.0 13.8 ― ― 0.5 1.9
0
25
50
75
Italy'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 39
Italy
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Italy'12 Reason for deciding Italy'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Italy'12
All
destinations/
Total '12
Italy'12
(n=4243) (n=170) (n=4243) (n=170)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ▲ 23.3 11.0 8.8
Suited my budget 27.6 × 16.7 8.8 3.9
I just happened to discover a good travel product 9.2 5.3 3.2 4.6
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 3.0 2.2 0.5
Suited my flying time or flight from the closest airport, etc. 5.5 2.9 0.8 0.6
Because I wanted to earn miles 3.4 2.0 0.5 ―
It suited the needs of accompanying travelers, such as my children 4.8 0.8 1.5 ―
It was a location I had wanted to go to from before 21.2 ◎ 44.6 10.3 ◎ 25.6
Accompanying travelers wanted to go there 20.2 ○ 25.4 10.6 15.1
I was interested in a particular sightseeing spot 14.3 ◎ 25.2 4.1 5.3
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 12.3 1.3 3.4
I had been there before and found that it was good 15.8 11.0 6.2 4.1
Was recommended by family members, acquaintances, friends 7.8 9.6 1.7 1.0
I was interested in a particular event, activity 5.4 4.6 3.0 1.8
I have family members, relatives, acquaintances, friends at the destination 8.6 3.9 6.4 4.1
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 3.7 0.2 ―
I felt like going after seeing the website of the travel bureau 2.3 3.1 0.2 0.5
Was recommended by a travel agent 1.5 2.4 0.5 2.3
City seems good 14.9 ◎ 31.8 1.8 4.4
Food seems good 18.8 23.0 3.4 4.6
Climate seems good 18.0 14.1 3.0 1.5
Nature seems good 17.3 13.2 3.1 1.6
Seems safe 17.8 ▲ 9.3 2.0 0.3
Hospitality seems good 6.0 5.4 0.5 ―
Prices seems cheap 19.4 × 4.9 3.6 0.6
Timing of the trip seems good (best season at that destination, etc.) 6.6 2.9 1.6 1.2
Hygienic 4.8 2.5 0.1 ―
Hotel I want to stay at seems good 4.4 1.5 1.6 ―
Other 8.6 7.1 6.7 4.3
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40 50
Reasons for considering Italy'12
Reason for deciding Italy'12
(%)
Sample
100.0 51.7 34.7 29.8 22.4 21.1 14.5 11.3 10.2 8.5 6.6 6.1 5.7 5.5 4.6 4.1 3.8 3.7 3.6 3.6
( 366 ) ( 189 ) ( 127 ) ( 109 ) ( 82 ) ( 77 ) ( 53 ) ( 41 ) ( 37 ) ( 31 ) ( 24 ) ( 22 ) ( 21 ) ( 20 ) ( 17 ) ( 15 ) ( 14 ) ( 14 ) ( 13 ) ( 13 )
46.5 21.4 9.4 7.4 6.7 8.8 3.9 4.7 0.4 0.7 2.9 0.8 1.5 ― 1.3 1.2 ― 1.1 0.4 1.4
( 170 ) ( 78 ) ( 35 ) ( 27 ) ( 24 ) ( 32 ) ( 14 ) ( 17 ) ( 1 ) ( 3 ) ( 10 ) ( 3 ) ( 6 ) ( 0 ) ( 5 ) ( 4 ) ( 0 ) ( 4 ) ( 1 ) ( 5 )
366 46.4 41.3 27.6 24.8 29.3 41.6 26.4 41.5 2.7 9.7 41.7 13.6 28.6 ― 29.4 26.7 ― 28.6 7.7 38.5
Hawaii
(other
than
Oahu)
Singapore USA East Korea
Countries
of
northern
Europe
EgyptCanada
/ AlaskaGuamOceania Greece
Hawaii
(Oahu)
USA
WestUK
Other
nations in
west
Europe
Turkey
Countries
of
eastern
Europe
Italy France Spain Germany
366
Destinations simultaneously
considered by those who
considered the Italy
Destinations actually visited by
those who considered the Italy366
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Italy
Destinations actually visited by those who considered the Italy
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 40
Italy
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Italy'12
All
destinations
/Total '12
Italy'12
(n=2513) (n=122)
Includes spots I want to go to 22.3 ◎ 51.5
Price is cheap for the content 52.5 51.2
Can visit many tourist spots 13.7 ◎ 33.1
Content/Breakdown of the price indicated is clear 20.4 ○ 27.5
Cheap 27.6 ▲ 19.7
There is city sightseeing 13.4 ○ 18.8
There is a lot of free time 19.8 ▲ 14.1
Discounts are available for early reservations 7.0 ○ 12.1
Time stayed at destination is long 8.8 9.0
Can pay by credit card 16.3 ▲ 8.2
Discounts are available for children 1.7 0.7
There is no city sightseeing 2.7 ―
It is an assuring airline 22.6 26.8
There are direct flights 16.0 15.4
It is a well-known airline 9.1 11.8
Is a flight that meets my schedule and connecting flights 7.6 10.9
Departs from nearest airport 7.7 9.3
Premium economy or business class or better 1.7 5.7
Aircraft amenities (width of seats, etc.) are good 2.0 5.1
Aircraft equipment is good (new, clean) 2.1 4.4
Accumulate mileage with the airline used/affiliated 3.9 2.3
It is a Japanese airline 6.8 2.1
Is a Low-Cost Carrier 1.2 1.8
Is not a Low-Cost Carrier 0.6 ―
Hotel ambiance is nice / Grade of notoriety is high 17.5 ▲ 9.3
Hotel location is good 24.5 × 9.1
Hotel is designated 15.6 ▲ 6.2
Hotel facilities and services are complete 11.0 ▲ 5.9
Rooms suit my needs 5.3 3.8
Transportation is provided to and from hotel 12.9 × 2.8
Checkout time is late 1.3 1.2
Check-in time is early 1.1 ―
Comes with guide 18.2 ◎ 53.8
Travel agency is very reliable 31.5 33.8
Travel agency is familiar 11.0 ○ 17.9
Travel agency is well known 10.6 15.2
Travel agency response is thorough 12.9 12.0
Travel agency has good ability to arrange and do good work 8.5 11.1
There are local staff who speak Japanese 12.5 10.6
Travel agency is highly specialized 5.1 8.9
Travel agency is in a location easy to visit 4.1 5.8
There is a backup desk at destinations 4.8 1.5
All meals provided 12.3 ○ 17.9
Comes with famous dishes 9.2 ○ 15.0
All breakfasts provided 11.9 14.1
Can increase or decrease the number of nights 2.0 4.3
Can make reservations right away 6.1 3.8
Possible to participate alone 2.7 0.9
Other 1.2 1.2
Nothing in particular 3.6 0.9
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
Budg
et
and
conte
nt
Items considered important
0 20 40 60
Items considered important Italy'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 41
Italy
●Degree of satisfaction▽ The overall degree of satisfaction was 95.8%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (97.5%) comprised the largest percentage and was followed by "shopping" (83.6%) and
"local hospitality" (79.7%).
▽ Opinions and action after travel: "I became more fond of that country/area" (62.9%) comprised the largest
percentage and was followed by "I'd like to go to a different area in that country/area" (62.7%). Intention to
revisit/total was 84.3%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Italy'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=158) 95.8
(n=157) 97.5
(n=25) 85.3
(n=156) 72.3
(n=142) 83.6
(n=22) 77.0
(n=158) 79.7
(n=158) 70.0
(n=72) 77.1
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
8.0
12.9
14.8
4.7
29.2
38.3
24.0
5.5
2.6
6.6
7.7
16.3
7.8
22.2
13.8
16.4
12.6
13.7
15.153.1
31.7
50.5
72.3
68.9
59.4
77.4
90.5
88.8%
7.1
7.0
-
-
0.6 3.5
14.7
2.5
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I'd like to go to
a different area
in that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to stay
longer in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I'd like to try
more luxurious
travel in that
country/area
I made (would
like to make)
an album with
printed out
images
I made (would
like to make)
an album or
movies on a
PC or the web
I wrote (would
like to write)
on a blog or
SNS
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.7 46.5 42.5 36.7 26.0 20.9 17.2 13.6 7.2 10.9 9.4 74.0
Italy'12 158 62.9 62.7 52.1 47.2 46.9 35.1 23.5 22.1 18.9 14.6 14.1 7.6 84.3
0
20
40
60
80
Italy'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Turkey'12 (n=57)
Turkey'11 (n=62)
81.1
89.0
40.8
18.9
11.0
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Turkey'12 (n=67) 10.6
Turkey'11 (n=66) 10.2
18.1 15.7 10.2 11.8 13.9
46.6
46.1
11.0
31.9
40.3
4.6
7.5
6.3
14.7%
-
-
-
1.3
2.6
2.8
0.9
2.1
2.2
9.3
42
Turkey
●Profile▽ Sex and age: "male 50 yrs or older" (28.2%) comprised the largest percentage and was followed by "female 50
yrs or older" (23.1%).
▽ Incidence of first visit: 79.3%.
▽ Number of trips overseas thus far: average of 14.0 times.
●Travel Outline▽ Travel expenses: average of 206,000 yen.
▽ Incidence of package tour use: 81.1%.
▽ Number of days traveled: average of 10.6 days.
▽ Accompanying travelers: "married couple travel" (36.7%) comprised the largest percentage and was followed
by "travel alone" (13.5%).
▽ In terms of purposes of travel, "to visit famous sites and historic spots" (93.1%) comprised the largest
percentage and was followed by "to experience a different culture" (58.4%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (87.9%) comprised the largest
percentage and was followed by "visit famous and historic places" (82.1%).
▽ Total expenditures at destination: average of 239,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Turkey '12 (n=67)
Turkey '11 (n=66)
2.6 12.2 5.7
21.3
28.2
34.3
12.9
10.6
4.6
11.0
13.8
13.1
8.1
3.8
4.6
18.3
23.1
33.42.3
6.8%
2.5
9.9
5.2
11.7
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Turkey '12 (n=67)
Turkey '11 (n=66) 97.4
79.3
45.7%
2.6
20.7
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Turkey '12 (n=67) 14.0
Turkey '11 (n=66) 13.1
5.0
17.5
9.9
10.8
10.7
10.9
13.3
55.5
69.2
67.14.1
4.9%
4.7
5.0
11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Turkey'12 (n=57) 20.6
Turkey'11 (n=62) 23.3
Average
(tens of
1000s of
yen)
26.6 17.6 11.9
19.7
14.6
20.6
25.4
6.8
15.8
10.4
5.5
11.9-
2.9
17.1%
8.6
4.9
24.0
13.4 36.5 6.0
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 43
Turkey
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Turkey
'12
(n=5076) (n=67)
Married couple travel 25.6 36.7
Family travel (with children) 13.9 7.3
Travel alone 13.1 13.5
With friends (3 or more) 12.0 7.4
With friend (alone) 11.6 11.9
Family travel (with parents) 6.7 6.2
Couple travel 4.8 1.2
Honeymoon 3.5 7.3
Family travel (3 generations) 2.6 ―
Other 6.1 8.5
0 10 20 30 40
All destinations/Total '12 Turkey'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Turkey'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Turkey
'12 57 14.1 8.1 1.0 13.2 13.5 8.6 39.9 1.7 19.1 23.9
'11 62 18.1 13.8 3.9 11.2 5.8 4.7 41.0 1.4 15.0 22.3
(%)
Average
(in 10s of 1000s of yen)
Turkey'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Turkey
'12 57 7.4 7.1 18.2 5.2 15.4 17.0 28.1 1.7 5.6 10.5
'11 62 2.5 6.5 10.4 17.1 10.2 7.8 44.1 1.4 5.6 16.0
'12 57 22.1 14.9 27.1 11.6 15.0 4.8 3.0 1.7 2.4 1.7
'11 62 14.0 18.3 39.2 16.6 6.4 4.1 ― 1.4 2.6 1.3
'12 57 40.3 6.0 13.5 7.8 19.4 8.3 3.0 1.7 2.6 2.0
'11 62 24.9 9.3 20.3 10.4 15.1 14.5 4.2 1.4 2.7 2.3Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Turkey
'12
(n=5076) (n=67)
1 To visit famous sites and historic spots 49.6 93.1
2 To experience a different culture 20.9 58.4
3 To broaden my horizons/perspective 16.9 37.9
4 To enjoy nature 20.7 37.0
5 To create memories 23.2 34.9
6 To shop 46.0 30.5
7 To eat good food 50.3 27.5
8 Just to try getting to a foreign country 15.3 25.0
9 To escape from the routine 25.0 22.9
10 In expectation of interactions and new encounters with local people 10.0 15.9
11 To see stimulation 11.4 14.9
12 To view art 14.1 13.7
13 To experience places off the beaten track / adventures 4.7 11.7
14 To relax and rest 32.5 10.3
15 To stay at luxury hotels 9.8 6.3
16 To have a look at Japan from overseas 5.0 3.5
17 To improve my language ability 4.5 2.9
18 To visit a place that is in my memories 3.3 2.8
19 To see an event held during a particular time (carnival in Rio, etc.) 1.5 2.6
20 To see Japanese friends and acquaintances who live there 7.2 1.9
21 To do a home-stay / study abroad 0.9 1.5
21 To visit a place that I live at before 1.6 1.5
21 For my parents 3.1 1.5
24 To get a better grounding in hobbies and studies pursued 2.1 1.3
25 Beauty treatments and massages 15.2 1.2
25 To view a sport event 1.7 1.2
27 To engage in sports 7.7 ―
27 To enjoy a concert / musical performance 2.8 ―
27 To tour locations of filming 2.2 ―
27 Working holiday 0.2 ―
27 To attend a wedding ceremony 1.3 ―
27 To benefit my career opportunities 0.7 ―
27 For my children 6.3 ―
Other 5.5 3.1
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Turkey'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=47) (n=67) (n=67)
1 City sightseeing / Tour to surrounding area 87.9 18.3 7.8
2 Visit famous and historic places 82.1 19.3 4.9
3 Famous dishes 66.4 12.3 4.7
4 Shopping tour 46.1 3.4 2.6
5 Pleasure cruise 42.2 20.1 6.0
6 Art museums and historic museums 38.9 8.0 7.9
7 Ethnic cultural experiences 16.3 2.6 4.9
8 Viewing of theater, musicals, concert, shows, etc. 10.6 4.0 1.3
9 Night tour 9.1 8.5 4.7
10 Trains 6.6 ― 9.3
11 Dinner cruise 6.1 3.3 1.0
12 Beauty treatments, spa, massage, hot springs 5.5 2.1 5.9
13 Island tour 3.7 ― ―
14 Theme park ― ― ―
14 Aquariums/zoos ― ― ―
14 To tour locations of filming ― ― ―
14 Golfing ― ― ―
14 Diving and snorkeling ― ― ―
14 Other marine sports ― ― ―
14 Skiing and snowboarding ― ― ―
14 Outdoor (fishing, climbing, etc.) ― 2.1 2.1
14 Riding (horseback, rafting, etc.) ― 7.9 4.2
14 Other sports ― ― ―
14 Safari jungle tour ― ― ―
14 Sports viewing ― ― ―
14 Other event viewing ― ― ―
14 Gambling ― ― ―
14 Instruction ― ― ―
14 Car rental ― ― 1.5
Other 3.0 1.2 6.6
Nothing ― 49.8 54.5
Don't know or don't remember ― 1.5 1.5
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation6.1
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 44
Turkey
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 4.9 months prior to departure, "when started
considering" was given an average of 3.1 months prior to departure, and "when booked" was given an average of 2.2 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (69.5%) comprised
the largest percentage and was followed by "travel agency pamphlets" (43.4%) and "information magazines sent from travel agents and
airlines" (33.4%).
▽ In terms of means of inquiry, "web / e-mail" (41.5%) comprised the largest percentage and was followed by "by telephone" (22.1%) and
"visiting" (19.2%).
▽ In terms of means of booking, "web / e-mail" (55.1%) comprised the largest percentage and was followed by "by telephone" (28.9%) and
"visiting" (21.0%).
▽ A look at the destinations simultaneously considered by those who considered Turkey shows that "Italy" (35.2%) comprised the largest
percentage, followed by "Spain" (33.6%). In terms of actual destinations visited, "Turkey" (38.1%) comprised the largest percentage, followed
by "Italy" (15.5%).
▽ Among the responses given as the reasons for considering, "it was a location I had wanted to go to from before" (44.4%) comprised the largest
percentage, followed by "nature seems good" (29.3%) and "city seems good" (28.4%). Among the responses given as the reason for deciding,
"it was a location I had wanted to go to from before" (23.3%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "includes spots I want to go to" (57.0%) comprised
the largest percentage and followed by "travel agency is very reliable" (53.5%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Turkey'12 Turkey'11
When first thought of traveling 57 15.7 21.4 31.6 14.4 5.2 3.0 2.5 3.2 3.0 4.5 4.9 5.3
When started considering 57 5.4 10.0 49.9 16.6 8.4 4.1 2.5 3.2 ― 3.1 3.1 3.2
When booked 57 ― 3.9 37.6 31.4 11.4 8.9 3.6 3.2 ― 2.4 2.2 2.3
Average (months prior)0
10
20
30
40
50
60
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
counte
rs
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
New
spap
er
ads
Inte
rnet
(sm
artp
hone, e
tc.)
TV
pro
gram
s an
d com
merc
ials
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Acqu
ainta
nces
at t
rave
l
agencie
s
Fre
e fly
ers
and
flyers
in
new
spap
ers
Mobi
le s
ites
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 10.9 18.5 14.8 9.8 4.7 4.4 2.3 11.3 3.5 1.4 1.8 1.2 2.2 0.2 1.2 0.5 1.1 3.5
Turkey'12 57 69.5 43.4 33.4 25.9 19.3 9.0 7.6 5.6 5.5 5.0 3.0 1.4 1.0 ― ― ― ― ― 3.0 ―
0
20
40
60
80
100
Turkey'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Turkey'12 57 41.5 22.1 19.2 ― 5.5 19.2 1.8
0
25
50
75
Turkey'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 15.5 21.7 0.7 1.7 0.9 2.4
Turkey'12 57 55.1 28.9 21.0 ― ― ― ―
0
25
50
75
Turkey'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 45
Turkey
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Turkey'12Reason for deciding Turkey'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Turkey'12
All
destinations/
Total '12
Turkey'12
(n=4243) (n=57) (n=4243) (n=57)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ▲ 24.6 11.0 10.7
Suited my budget 27.6 23.5 8.8 ▲ ―
I just happened to discover a good travel product 9.2 ◎ 20.0 3.2 7.7
It suited the needs of accompanying travelers, such as my children 4.8 1.7 1.5 ―
Because I wanted to earn miles 3.4 1.1 0.5 ―
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 ▲ ― 2.2 ―
Suited my flying time or flight from the closest airport, etc. 5.5 ▲ ― 0.8 ―
It was a location I had wanted to go to from before 21.2 ◎ 44.4 10.3 ◎ 23.3
I was interested in a particular sightseeing spot 14.3 ◎ 24.7 4.1 ―
Accompanying travelers wanted to go there 20.2 24.0 10.6 9.9
Was recommended by family members, acquaintances, friends 7.8 ○ 16.8 1.7 5.5
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 12.9 1.3 1.1
I had been there before and found that it was good 15.8 ▲ 8.9 6.2 ▲ ―
I have family members, relatives, acquaintances, friends at the destination 8.6 8.8 6.4 6.1
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 4.5 0.2 1.5
I felt like going after seeing the website of the travel bureau 2.3 4.5 0.2 ―
I was interested in a particular event, activity 5.4 1.8 3.0 ―
Was recommended by a travel agent 1.5 ― 0.5 ―
Nature seems good 17.3 ◎ 29.3 3.1 5.4
City seems good 14.9 ◎ 28.4 1.8 4.8
Climate seems good 18.0 17.4 3.0 ―
Food seems good 18.8 16.9 3.4 4.4
Seems safe 17.8 ▲ 11.7 2.0 ―
Hospitality seems good 6.0 8.6 0.5 3.0
Prices seems cheap 19.4 × 8.0 3.6 1.8
Timing of the trip seems good (best season at that destination, etc.) 6.6 7.1 1.6 6.0
Hygienic 4.8 4.7 0.1 ―
Hotel I want to stay at seems good 4.4 2.5 1.6 2.5
Other 8.6 4.5 6.7 6.3
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40 50
Reasons for considering Turkey'12
Reason for deciding Turkey'12
(%)
Sample
100.0 35.2 33.6 30.1 22.1 17.1 17.1 15.0 14.7 14.5 14.1 10.2 8.0 6.8 6.4 5.5 5.4 5.2 5.1 4.9
( 151 ) ( 53 ) ( 51 ) ( 45 ) ( 33 ) ( 26 ) ( 26 ) ( 23 ) ( 22 ) ( 22 ) ( 21 ) ( 15 ) ( 12 ) ( 10 ) ( 10 ) ( 8 ) ( 8 ) ( 8 ) ( 8 ) ( 7 )
38.1 15.5 8.7 8.3 4.8 6.6 2.4 5.0 4.1 1.1 2.5 1.1 3.8 1.5 4.7 1.1 1.0 0.4 1.2 0.9
( 57 ) ( 23 ) ( 13 ) ( 13 ) ( 7 ) ( 10 ) ( 4 ) ( 8 ) ( 6 ) ( 2 ) ( 4 ) ( 2 ) ( 6 ) ( 2 ) ( 7 ) ( 2 ) ( 2 ) ( 1 ) ( 2 ) ( 1 )
151 37.7 43.4 25.5 28.9 21.2 38.5 15.4 34.8 27.3 9.1 19.0 13.3 50.0 20.0 70.0 25.0 25.0 12.5 25.0 14.3Rate of actual visit to country /
area considered
Turkey Italy Spain France Germany
Other
nations in
west
Europe
Greece
Countries
of
eastern
Europe
UK Egypt Oceania
Countries
of
northern
Europe
TaiwanHawaii
(Oahu)Korea Morocco Vietnam
USA
WestCambodia
Canada
/ Alaska
151
Destinations simultaneously
considered by those who
considered the Turkey
Destinations actually visited by
those who considered the
Turkey
151
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Turkey
Destinations actually visited by those who considered the Turkey
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 46
Turkey
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Turkey'12
All
destinations
/Total '12
Turkey'12
(n=2513) (n=47)
Includes spots I want to go to 22.3 ◎ 57.0
Price is cheap for the content 52.5 50.9
Can visit many tourist spots 13.7 ◎ 34.5
There is city sightseeing 13.4 ◎ 26.3
Content/Breakdown of the price indicated is clear 20.4 23.2
Cheap 27.6 ▲ 18.5
Can pay by credit card 16.3 12.9
There is a lot of free time 19.8 ▲ 11.4
Time stayed at destination is long 8.8 9.4
Discounts are available for children 1.7 1.8
Discounts are available for early reservations 7.0 ▲ 1.8
There is no city sightseeing 2.7 ―
There are direct flights 16.0 ◎ 26.9
It is an assuring airline 22.6 25.9
It is a well-known airline 9.1 10.4
Departs from nearest airport 7.7 9.7
Is a flight that meets my schedule and connecting flights 7.6 5.2
Aircraft equipment is good (new, clean) 2.1 3.9
Aircraft amenities (width of seats, etc.) are good 2.0 3.0
It is a Japanese airline 6.8 2.2
Is a Low-Cost Carrier 1.2 ―
Is not a Low-Cost Carrier 0.6 ―
Accumulate mileage with the airline used/affiliated 3.9 ―
Premium economy or business class or better 1.7 ―
Hotel ambiance is nice / Grade of notoriety is high 17.5 ○ 24.4
Hotel facilities and services are complete 11.0 ○ 18.0
Hotel is designated 15.6 12.8
Hotel location is good 24.5 × 10.4
Checkout time is late 1.3 3.7
Rooms suit my needs 5.3 3.7
Transportation is provided to and from hotel 12.9 × ―
Check-in time is early 1.1 ―
Travel agency is very reliable 31.5 ◎ 53.5
Comes with guide 18.2 ◎ 48.8
There are local staff who speak Japanese 12.5 16.3
Travel agency is familiar 11.0 ○ 16.0
Travel agency response is thorough 12.9 13.1
Travel agency has good ability to arrange and do good work 8.5 12.3
Travel agency is well known 10.6 10.4
Travel agency is highly specialized 5.1 ○ 10.4
Travel agency is in a location easy to visit 4.1 6.1
There is a backup desk at destinations 4.8 ―
Comes with famous dishes 9.2 ◎ 30.5
All meals provided 12.3 ◎ 28.6
All breakfasts provided 11.9 ○ 19.0
Can make reservations right away 6.1 6.7
Possible to participate alone 2.7 2.0
Can increase or decrease the number of nights 2.0 1.8
Other 1.2 ―
Nothing in particular 3.6 1.2
Items considered important
Budg
et
and
conte
nt
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 20 40 60
Items considered important Turkey'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 47
Turkey
●Degree of satisfaction▽ The overall degree of satisfaction was 97.0%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (98.6%) comprised the largest percentage and was followed by "shopping" (85.9%) and
"local hospitality" (84.0%).
▽ Opinions and action after travel: "I became more fond of that country/area" (70.4%) comprised the largest
percentage and was followed by "I recommended (would like to recommend) to others that country/area"
(70.1%). Intention to revisit/total was 70.0%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Turkey'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=60) 97.0
(n=58) 98.6
(n=15) 94.7
(n=57) 66.0
(n=54) 85.9
(n=11) 63.2
(n=60) 84.0
(n=60) 81.1
(n=24) 77.4
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
39.6
24.4
33.3
17.0
37.4
39.5
35.2
-
13.6
4.2
-
13.5
9.6
20.4
9.9
36.8
5.4
13.142.1
41.6
46.6
46.2
52.6
41.6
55.1
89.0
86.1%
9.6
10.9
8.1
-
1.6
7.9
1.4
5.3
1.4
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to stay
longer in that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I made (would
like to make)
an album with
printed out
images
I'd like to try
more luxurious
travel in that
country/area
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.5 42.5 46.7 36.7 26.0 20.9 13.6 17.2 10.9 7.2 9.4 74.0
Turkey'12 60 70.4 70.1 48.0 45.0 31.9 26.0 22.4 21.5 12.9 11.7 6.5 2.9 70.0
0
20
40
60
80
Turkey'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
USA East'12 (n=92)
USA East'11 (n=113)
37.5
24.3
40.8
62.5
75.7
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
USA East'12 (n=109) 9.2
USA East'11 (n=128) 10.8
18.1 15.7 10.2
8.4
11.8
16.3
17.3
13.9
21.3
17.5
11.0
23.9
20.6
4.6
8.8
12.8
14.7%
2.6
1.6
2.2
4.1
13.3
17.7
11.7
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
USA East '12 (n=109)
USA East '11 (n=128)
13.7
14.8
12.1
8.3
7.0
8.1
21.3
19.0
13.6
12.9
9.3
18.9
11.0
7.8
10.9
8.1
6.5
8.1
18.3
24.7
17.2
6.8% 9.9 11.7
48
USA East
●Profile▽ Sex and age: "female 50 yrs or older" (24.7%) comprised the largest percentage and was followed by "male 50
yrs or older" (19.0%).
▽ Incidence of first visit: 43.6%.
▽ Number of trips overseas thus far: average of 15.4 times.
●Travel Outline▽ Travel expenses: average of 220,000 yen.
▽ Incidence of package tour use: 37.5%.
▽ Number of days traveled: average of 9.2 days.
▽ Accompanying travelers: "married couple travel" (32.9%) comprised the largest percentage and was followed
by "travel alone" (24.4%).
▽ In terms of purposes of travel, "to visit famous sites and historic spots" (53.4%) comprised the largest
percentage and was followed by "to shop" (48.7%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (32.5%) comprised the largest
percentage and was followed by "art museums and historic museums" (15.7%).
▽ Total expenditures at destination: average of 264,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
USA East '12 (n=109)
USA East '11 (n=128) 38.4
43.6
45.7%
61.6
56.4
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
USA East '12 (n=109) 15.4
USA East '11 (n=128) 13.6
3.1
5.6 13.2
17.5
17.4
12.2
10.7
18.9
15.5
55.5
53.9
53.5
4.9%
6.7
11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
USA East'12 (n=92) 22.0
USA East'11 (n=113) 25.6
Average
(tens of
1000s of
yen)
26.6 17.6 11.9
25.3
12.0
14.6
26.8
37.8
6.8
9.5
17.3
5.5
15.7-
2.5
17.1%
4.4
9.6
12.8
17.2 9.0
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 49
USA East
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
USA East
'12
(n=5076) (n=109)
Married couple travel 25.6 32.9
Family travel (with children) 13.9 7.0
Travel alone 13.1 24.4
With friends (3 or more) 12.0 9.0
With friend (alone) 11.6 12.1
Family travel (with parents) 6.7 2.9
Couple travel 4.8 7.1
Honeymoon 3.5 ―
Family travel (3 generations) 2.6 0.5
Other 6.1 4.1
0 10 20 30 40
All destinations/Total '12 USA East'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
USA East'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
USA East
'12 92 3.7 5.7 3.5 14.7 8.9 17.5 46.0 ― 19.1 26.4
'11 113 5.6 9.3 3.5 17.4 20.0 11.4 31.4 1.4 15.0 24.5
(%)
Average
(in 10s of 1000s of yen)
USA East'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
USA East
'12 92 4.0 3.0 11.5 13.9 19.1 24.8 23.7 ― 5.6 5.5
'11 113 2.1 3.3 6.4 17.2 13.1 33.9 22.6 1.4 5.6 7.1
'12 92 4.6 3.4 12.7 27.0 31.4 16.9 4.0 ― 2.4 3.1
'11 113 3.2 4.7 12.3 22.6 27.3 19.2 9.3 1.4 2.6 4.0
'12 92 10.9 2.0 14.0 11.4 23.0 26.0 12.7 ― 2.6 4.2
'11 113 9.2 2.5 15.1 16.2 19.0 17.4 18.4 2.3 2.7 4.5Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
USA East
'12
(n=5076) (n=109)
1 To visit famous sites and historic spots 49.6 53.4
2 To shop 46.0 48.7
3 To view art 14.1 44.9
4 To eat good food 50.3 36.8
5 To create memories 23.2 27.6
6 To see Japanese friends and acquaintances who live there 7.2 25.7
7 To relax and rest 32.5 23.6
8 To broaden my horizons/perspective 16.9 22.8
9 To experience a different culture 20.9 16.1
10 To enjoy nature 20.7 14.6
11 To see stimulation 11.4 14.0
12 For my children 6.3 13.5
13 Just to try getting to a foreign country 15.3 13.4
14 To escape from the routine 25.0 13.2
15 To enjoy a concert / musical performance 2.8 11.8
16 To view a sport event 1.7 9.7
17 To get a better grounding in hobbies and studies pursued 2.1 8.6
18 In expectation of interactions and new encounters with local people 10.0 7.3
19 To have a look at Japan from overseas 5.0 6.6
20 To experience places off the beaten track / adventures 4.7 6.5
21 To visit a place that I live at before 1.6 6.3
22 To stay at luxury hotels 9.8 5.9
23 To visit a place that is in my memories 3.3 5.5
24 To engage in sports 7.7 5.4
24 To tour locations of filming 2.2 5.4
26 To improve my language ability 4.5 5.3
27 To do a home-stay / study abroad 0.9 4.3
28 To see an event held during a particular time (carnival in Rio, etc.) 1.5 4.2
29 Beauty treatments and massages 15.2 4.0
30 For my parents 3.1 3.1
31 To benefit my career opportunities 0.7 2.3
32 To attend a wedding ceremony 1.3 1.9
33 Working holiday 0.2 1.3
Other 5.5 2.7
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
USA East'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=35) (n=109) (n=109)
1 City sightseeing / Tour to surrounding area 32.5 20.2 13.9
2 Art museums and historic museums 15.7 5.2 19.9
3 Viewing of theater, musicals, concert, shows, etc. 15.5 16.1 19.5
4 Visit famous and historic places 11.8 11.6 11.1
5 Shopping tour 10.1 3.7 2.1
6 Famous dishes 9.3 2.6 9.0
7 Theme park 8.3 4.0 2.6
7 Outdoor (fishing, climbing, etc.) 8.3 1.3 1.9
9 Aquariums/zoos 8.1 2.4 3.8
10 Ethnic cultural experiences 6.5 0.8 ―
10 Trains 6.5 1.8 3.2
12 To tour locations of filming 6.4 2.3 0.5
13 Pleasure cruise 5.9 6.4 5.5
13 Diving and snorkeling 5.9 2.6 0.5
13 Gambling 5.9 1.3 1.1
16 Dinner cruise 5.7 2.6 3.9
16 Golfing 5.7 2.6 ―
18 Sports viewing 5.1 5.7 4.2
19 Island tour 4.2 3.5 1.8
19 Other marine sports 4.2 ― 1.1
21 Beauty treatments, spa, massage, hot springs 4.0 4.2 0.8
21 Skiing and snowboarding 4.0 0.8 ―
21 Safari jungle tour 4.0 0.8 ―
24 Other sports 2.4 ― 0.6
24 Night tour 2.4 3.3 4.2
24 Instruction 2.4 0.8 ―
24 Car rental 2.4 5.6 1.5
28 Riding (horseback, rafting, etc.) 1.7 0.8 1.5
28 Other event viewing 1.7 0.5 1.6
Other ― 1.6 1.6
Nothing 5.0 48.2 37.6
Don't know or don't remember ― ― ―
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation45.5
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 50
USA East
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 4.7 months prior to departure, "when started
considering" was given an average of 3.2 months prior to departure, and "when booked" was given an average of 2.4 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (85.8%) yielded the
highest percentage by far, and was followed by "guidebooks ( 'Chikyuu no arukikata,' etc.)" (31.6%) and "travel agency pamphlets" (22.3%).
▽ In terms of means of inquiry, "web / e-mail" (71.7%) comprised the largest percentage and was followed by "by telephone" (17.7%) and
"visiting" (9.6%).
▽ In terms of means of booking, "web / e-mail" (80.0%) comprised the largest percentage and was followed by "visiting" (12.7%) and "by
telephone" (8.6%).
▽ A look at the destinations simultaneously considered by those who considered USA east shows that "USA west" (37.4%) comprised the largest
percentage, followed by "France" (15.0%). In terms of actual destinations visited, "USA east" (55.6%) comprised the largest percentage,
followed by "USA west" (18.5%).
▽ Among the responses given as the reasons for considering, "I have family members, relatives, acquaintances, friends at the destination"
(31.4%) comprised the largest percentage, followed by "it was a location I had wanted to go to from before" (21.3%). Among the responses
given as the reason for deciding, "I have family members, relatives, acquaintances, friends at the destination" (25.5%) comprised the largest
percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (47.5%) comprised
the largest percentage and followed by "cheap" (40.3%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
USA East'12 USA East'11
When first thought of traveling 92 13.3 25.6 27.3 12.0 15.0 0.7 1.5 1.5 3.2 4.5 4.7 4.6
When started considering 92 4.7 21.2 26.9 14.9 20.4 5.7 0.9 2.1 3.2 3.1 3.2 3.0
When booked 92 3.1 10.1 24.7 19.9 24.0 7.8 6.0 2.8 1.7 2.4 2.4 2.1
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
pam
phle
ts
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Tra
vel a
gency
counte
rs
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Inte
rnet
(sm
artp
hone, e
tc.)
TV
pro
gram
s an
d com
merc
ials
Mobi
le s
ites
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Acqu
ainta
nces
at t
rave
l
agencie
s
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Seik
yo p
amph
lets
and
counte
rs
New
spap
er
ads
Fre
e fly
ers
and
flyers
in
new
spap
ers
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 18.5 31.3 9.8 14.8 11.3 10.9 3.5 4.4 2.3 1.2 1.2 0.2 1.4 2.2 0.5 4.7 1.8 1.1 3.5
USA East'12 92 85.8 31.6 22.3 17.3 14.7 11.1 9.7 7.8 6.3 5.4 4.7 2.8 2.5 2.5 2.2 1.2 0.6 0.6 ― 5.0
0
20
40
60
80
100
USA East'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
USA East'12 92 71.7 17.7 9.6 2.5 1.9 14.1 1.5
0
30
60
90
USA East'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
USA East'12 92 80.0 12.7 8.6 1.7 2.8 ― 0.9
0
30
60
90
USA East'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 51
USA East
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering USA East'12Reason for deciding USA East'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
USA East'12
All
destinations/
Total '12
USA East'12
(n=4243) (n=92) (n=4243) (n=92)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 × 19.7 11.0 6.3
Suited my budget 27.6 × 16.6 8.8 5.7
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 ○ 12.9 2.2 3.3
Because I wanted to earn miles 3.4 ○ 10.0 0.5 1.7
It suited the needs of accompanying travelers, such as my children 4.8 7.3 1.5 0.7
Suited my flying time or flight from the closest airport, etc. 5.5 6.5 0.8 ―
I just happened to discover a good travel product 9.2 4.4 3.2 3.5
I have family members, relatives, acquaintances, friends at the destination 8.6 ◎ 31.4 6.4 ◎ 25.5
It was a location I had wanted to go to from before 21.2 21.3 10.3 11.9
I was interested in a particular sightseeing spot 14.3 18.0 4.1 5.1
Accompanying travelers wanted to go there 20.2 ▲ 14.7 10.6 9.0
I had been there before and found that it was good 15.8 14.2 6.2 4.3
Was recommended by family members, acquaintances, friends 7.8 12.4 1.7 3.3
I was interested in a particular event, activity 5.4 ○ 12.4 3.0 5.7
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 4.9 1.3 1.5
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 2.8 0.2 ―
Was recommended by a travel agent 1.5 1.9 0.5 ―
I felt like going after seeing the website of the travel bureau 2.3 1.7 0.2 ―
City seems good 14.9 17.2 1.8 3.0
Nature seems good 17.3 ▲ 11.0 3.1 ―
Seems safe 17.8 ▲ 9.4 2.0 ―
Timing of the trip seems good (best season at that destination, etc.) 6.6 8.1 1.6 ―
Prices seems cheap 19.4 × 4.7 3.6 ―
Climate seems good 18.0 × 4.1 3.0 2.6
Food seems good 18.8 × 3.1 3.4 ―
Hospitality seems good 6.0 2.2 0.5 1.5
Hygienic 4.8 2.1 0.1 ―
Hotel I want to stay at seems good 4.4 1.6 1.6 0.9
Other 8.6 9.0 6.7 4.5
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40
Reasons for considering USA East'12
Reason for deciding USA East'12
(%)
Sample
100.0 37.4 15.0 14.6 14.2 13.3 11.5 10.9 9.9 8.0 7.0 6.3 5.8 4.9 4.8 4.8 4.4 4.3 4.1 3.9
( 166 ) ( 62 ) ( 25 ) ( 24 ) ( 23 ) ( 22 ) ( 19 ) ( 18 ) ( 16 ) ( 13 ) ( 12 ) ( 10 ) ( 10 ) ( 8 ) ( 8 ) ( 8 ) ( 7 ) ( 7 ) ( 7 ) ( 6 )
55.6 18.5 6.7 1.4 6.0 3.0 2.7 3.5 0.9 2.8 1.7 0.8 1.0 0.9 ― 0.9 ― 0.6 1.0 *
( 92 ) ( 31 ) ( 11 ) ( 2 ) ( 10 ) ( 5 ) ( 5 ) ( 6 ) ( 1 ) ( 5 ) ( 3 ) ( 1 ) ( 2 ) ( 2 ) ( 0 ) ( 2 ) ( 0 ) ( 1 ) ( 2 ) *
166 55.4 50.0 44.0 8.3 43.5 22.7 26.3 33.3 6.3 38.5 25.0 10.0 20.0 25.0 ― 25.0 ― 14.3 28.6 *
Saipan Phuket Singapore HokkaidoGuam Korea
Other
nations in
west
Europe
Hawaii
(other
than
Oahu)
Oceania Italy Spain
Hong
Kong
/ Macau
Canada
/ AlaskaUK
Hawaii
(Oahu)GermanyUSA East
USA
WestFrance
USA
South
166
Destinations simultaneously
considered by those who
considered the USA East
Destinations actually visited by
those who considered the USA
East
166
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the USA East
Destinations actually visited by those who considered the USA East
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 52
USA East
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important USA East'12
All
destinations
/Total '12
USA East'12
(n=2513) (n=35)
Price is cheap for the content 52.5 ▲ 47.5
Cheap 27.6 ◎ 40.3
Content/Breakdown of the price indicated is clear 20.4 ○ 27.1
There is a lot of free time 19.8 ○ 25.4
Can pay by credit card 16.3 19.7
Includes spots I want to go to 22.3 17.5
Time stayed at destination is long 8.8 5.9
There is no city sightseeing 2.7 5.4
Can visit many tourist spots 13.7 ▲ 5.3
There is city sightseeing 13.4 ▲ 5.3
Discounts are available for early reservations 7.0 4.7
Discounts are available for children 1.7 1.7
There are direct flights 16.0 ○ 24.2
It is an assuring airline 22.6 ▲ 17.4
Is a flight that meets my schedule and connecting flights 7.6 ○ 15.3
It is a Japanese airline 6.8 ○ 14.8
It is a well-known airline 9.1 12.2
Departs from nearest airport 7.7 8.1
Accumulate mileage with the airline used/affiliated 3.9 5.4
Aircraft amenities (width of seats, etc.) are good 2.0 1.8
Is a Low-Cost Carrier 1.2 1.7
Is not a Low-Cost Carrier 0.6 1.7
Aircraft equipment is good (new, clean) 2.1 ―
Premium economy or business class or better 1.7 ―
Hotel location is good 24.5 22.4
Transportation is provided to and from hotel 12.9 ○ 18.8
Hotel ambiance is nice / Grade of notoriety is high 17.5 13.4
Hotel facilities and services are complete 11.0 9.6
Hotel is designated 15.6 ▲ 6.5
Check-in time is early 1.1 4.0
Rooms suit my needs 5.3 2.4
Checkout time is late 1.3 1.7
Travel agency is very reliable 31.5 31.8
Travel agency has good ability to arrange and do good work 8.5 ◎ 29.6
Travel agency response is thorough 12.9 ○ 20.5
Travel agency is well known 10.6 ○ 18.7
Comes with guide 18.2 17.6
There are local staff who speak Japanese 12.5 10.9
Travel agency is familiar 11.0 6.6
Travel agency is in a location easy to visit 4.1 6.5
There is a backup desk at destinations 4.8 5.1
Travel agency is highly specialized 5.1 2.4
All breakfasts provided 11.9 ▲ 6.4
Can make reservations right away 6.1 5.3
Possible to participate alone 2.7 5.2
Comes with famous dishes 9.2 ▲ 2.9
Can increase or decrease the number of nights 2.0 2.4
All meals provided 12.3 ▲ 2.4
Other 1.2 1.8
Nothing in particular 3.6 6.5
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
Budg
et
and
conte
nt
Items considered important
0 10 20 30 40 50
Items considered important USA East'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 53
USA East
●Degree of satisfaction▽ The overall degree of satisfaction was 97.0%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (95.1%) comprised the largest percentage and was followed by "sports / hands-on
activities" (92.8%) and "night life" (88.0%).
▽ Opinions and action after travel: "I became more fond of that country/area" (55.7%) comprised the largest
percentage and was followed by "I'd like to go to a different area in that country/area" (44.2%). Intention to
revisit/total was 72.6%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
USA East'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=101) 97.0
(n=99) 95.1
(n=32) 92.8
(n=95) 77.3
(n=89) 87.7
(n=27) 86.1
(n=101) 75.0
(n=101) 80.4
(n=60) 88.0
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
18.4
14.1
36.5
34.1
23.9
40.5
39.4
27.8
0.8
-
11.7
2.6
13.5
12.4
4.4
7.2
11.0
9.7
11.6
7.2
60.2
41.0
34.5
62.3
53.7
40.8
78.6
76.7
79.4% 17.6
-
3.0
7.7
10.9
4.9
2.2
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to stay
longer in that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I made (would
like to make)
an album with
printed out
images
I wrote (would
like to write)
on a blog or
SNS
I'd like to try
more luxurious
travel in that
country/area
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.7 36.7 42.5 46.5 26.0 20.9 13.6 10.9 17.2 7.2 9.4 74.0
USA East'12 101 55.7 44.2 43.1 42.9 42.3 22.7 20.3 17.2 12.8 10.0 8.6 10.3 72.6
0
20
40
60
USA East'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
USA West'12 (n=155)
USA West'11 (n=165)
34.7
36.6
40.8
65.3
63.4
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
USA West'12 (n=192) 12.3
USA West'11 (n=189) 9.2
18.1 15.7 10.2
8.1
11.8
25.2
21.4
13.9
13.4
20.7
11.0
20.2
17.9
4.6
13.9
10.9
14.7%
0.7
1.3
1.3
2.9
12.0
16.8
13.3
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
USA West '12 (n=192)
USA West '11 (n=189)
8.1
9.8
7.7
12.1
15.9
16.5
21.3
21.6
21.2
12.9
13.8
8.6
11.0
9.7
9.2
8.1
9.3
8.4
18.3
14.0
14.2
6.8% 9.9 11.7
54
USA West
●Profile▽ Sex and age: "male 50 yrs or older" (21.6%) comprised the largest percentage and was followed by "male 40-
49 yrs" (15.9%).
▽ Incidence of first visit: 34.2%.
▽ Number of trips overseas thus far: average of 16.2 times.
●Travel Outline▽ Travel expenses: average of 203,000 yen.
▽ Incidence of package tour use: 34.7%.
▽ Number of days traveled: average of 12.3 days.
▽ Accompanying travelers: "married couple travel" (26.7%) comprised the largest percentage and was followed
by "Family travel (with children)" (18.9%).
▽ In terms of purposes of travel, "to shop" (54.8%) comprised the largest percentage and was followed by "to
visit famous sites and historic spots" (39.0%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (36.5%) comprised the largest
percentage and was followed by "theme park" (13.7%).
▽ Total expenditures at destination: average of 301,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
USA West '12 (n=192)
USA West '11 (n=189) 31.9
34.2
45.7%
68.1
65.8
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
USA West '12 (n=192) 16.2
USA West '11 (n=189) 16.5
4.3
5.5
9.8
8.9
17.5
15.0
15.8
10.7
9.7
7.6
55.5
61.3
62.3
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
USA West'12 (n=155) 20.3
USA West'11 (n=165) 24.0
Average
(tens of
1000s of
yen)
26.6 17.6
17.8
11.9
14.3
16.7
14.6
26.7
24.4
6.8
9.2
16.1
5.5
13.40.9
1.0
17.1%
10.6
12.6 31.2 5.0
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 55
USA West
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
USA West
'12
(n=5076) (n=192)
Married couple travel 25.6 26.7
Family travel (with children) 13.9 18.9
Travel alone 13.1 14.2
With friends (3 or more) 12.0 12.1
With friend (alone) 11.6 7.2
Family travel (with parents) 6.7 4.0
Couple travel 4.8 7.3
Honeymoon 3.5 1.2
Family travel (3 generations) 2.6 2.5
Other 6.1 5.8
0 10 20 30
All destinations/Total '12 USA West'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
USA West'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
USA West
'12 155 7.7 6.2 2.0 10.1 10.8 17.3 45.5 0.4 19.1 30.1
'11 165 8.6 17.5 5.5 15.9 10.5 10.1 30.4 1.5 15.0 22.1
(%)
Average
(in 10s of 1000s of yen)
USA West'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
USA West
'12 155 1.4 3.7 13.1 9.6 16.8 20.8 34.3 0.4 5.6 8.3
'11 165 3.9 4.0 13.9 12.5 17.8 22.3 24.1 1.5 5.6 7.2
'12 155 5.3 6.2 16.1 18.3 15.3 26.9 11.5 0.4 2.4 4.1
'11 165 4.4 4.2 23.1 20.5 13.5 19.5 13.3 1.5 2.6 4.0
'12 155 14.0 6.5 10.8 13.2 17.6 21.9 15.5 0.4 2.6 4.5
'11 165 15.0 2.6 15.2 18.0 15.9 15.6 16.2 1.5 2.7 4.9Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
USA West
'12
(n=5076) (n=192)
1 To shop 46.0 54.8
2 To visit famous sites and historic spots 49.6 39.0
3 To eat good food 50.3 35.0
4 To create memories 23.2 31.7
5 To relax and rest 32.5 31.6
6 To enjoy nature 20.7 27.2
7 To escape from the routine 25.0 24.6
8 To experience a different culture 20.9 20.3
9 To see Japanese friends and acquaintances who live there 7.2 19.8
10 To broaden my horizons/perspective 16.9 19.1
11 To see stimulation 11.4 16.6
12 To view art 14.1 15.1
13 In expectation of interactions and new encounters with local people 10.0 12.4
14 Just to try getting to a foreign country 15.3 12.2
15 For my children 6.3 11.6
16 To stay at luxury hotels 9.8 11.4
17 To improve my language ability 4.5 10.5
18 To visit a place that is in my memories 3.3 10.3
19 To enjoy a concert / musical performance 2.8 8.0
20 To experience places off the beaten track / adventures 4.7 6.5
21 To visit a place that I live at before 1.6 6.4
22 To have a look at Japan from overseas 5.0 5.9
23 To view a sport event 1.7 5.8
24 For my parents 3.1 5.4
25 To engage in sports 7.7 5.0
26 To tour locations of filming 2.2 3.3
27 To get a better grounding in hobbies and studies pursued 2.1 3.2
28 To do a home-stay / study abroad 0.9 3.0
29 Beauty treatments and massages 15.2 2.3
30 To benefit my career opportunities 0.7 1.8
31 To attend a wedding ceremony 1.3 1.6
32 To see an event held during a particular time (carnival in Rio, etc.) 1.5 1.1
33 Working holiday 0.2 0.7
Other 5.5 10.9
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
USA West'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=54) (n=192) (n=192)
1 City sightseeing / Tour to surrounding area 36.5 13.7 6.4
2 Theme park 13.7 6.2 6.6
3 Shopping tour 12.0 2.0 2.8
4 Visit famous and historic places 10.8 5.8 3.5
5 Dinner cruise 5.8 1.1 0.5
6 To tour locations of filming 5.6 0.3 0.3
7 Famous dishes 4.5 1.8 6.8
8 Viewing of theater, musicals, concert, shows, etc. 2.9 10.0 12.0
9 Aquariums/zoos 2.6 0.4 4.9
10 Pleasure cruise 1.8 1.4 4.1
11 Art museums and historic museums 1.5 1.2 6.3
12 Island tour 1.1 1.8 1.0
12 Beauty treatments, spa, massage, hot springs 1.1 0.7 1.9
12 Riding (horseback, rafting, etc.) 1.1 ― 1.8
12 Sports viewing 1.1 3.9 2.5
12 Other event viewing 1.1 2.0 0.9
17 Golfing ― 0.5 0.5
17 Diving and snorkeling ― ― 0.9
17 Other marine sports ― ― 0.3
17 Skiing and snowboarding ― ― ―
17 Outdoor (fishing, climbing, etc.) ― ― 2.4
17 Other sports ― ― ―
17 Safari jungle tour ― ― 0.5
17 Gambling ― 0.9 1.4
17 Night tour ― 1.2 1.8
17 Instruction ― 0.7 0.7
17 Ethnic cultural experiences ― ― ―
17 Trains ― ― 1.9
17 Car rental ― 16.6 4.6
Other ― 2.5 4.5
Nothing ― 44.3 48.3
Don't know or don't remember 4.4 4.6 4.2
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation54.2
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 56
USA West
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 5.1 months prior to departure, "when started
considering" was given an average of 3.5 months prior to departure, and "when booked" was given an average of 2.8 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (83.2%) yielded the
highest percentage by far and was followed by "guidebooks ( 'Chikyuu no arukikata,' etc.)" (21.4%) and "travel agency pamphlets"(19.9%).
▽ In terms of means of inquiry, "web / e-mail" (63.7%) comprised the largest percentage and was followed by "by telephone" (28.4%) and
"visiting" (16.0%).
▽ In terms of means of booking, "web / e-mail" (72.9%) comprised the largest percentage and was followed by "by telephone" (16.7%) and
"visiting" (15.5%).
▽ A look at the destinations simultaneously considered by those who considered USA West shows that "USA east" (26.0%) comprised the largest
percentage, followed by "Hawaii (Oahu)" (15.5%). In terms of actual destinations visited, "USA west" (65.2%) comprised the largest
percentage, followed by "USA east" (6.6%).
▽ Among the responses given as the reasons for considering, "city seems good" (26.5%) comprised the largest percentage, followed by "suited
my date of departure, date of return, day of the week, travel period, etc." (23.5%). Among the responses given as the reason for deciding, "I
have family members, relatives, acquaintances, friends at the destination" (18.7%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (58.2%) comprised
the largest percentage and followed by "it is an assuring airline" (41.3%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
USA West'12 USA West'11
When first thought of traveling 155 21.1 18.1 28.1 13.4 12.7 0.5 2.3 1.1 2.6 4.5 5.1 4.6
When started considering 155 8.1 16.6 32.5 15.2 21.3 1.4 1.8 1.6 1.4 3.1 3.5 3.5
When booked 155 6.4 9.0 24.2 22.7 25.5 5.4 3.5 2.0 1.2 2.4 2.8 2.3
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
pam
phle
ts
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Tra
vel a
gency
counte
rs
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Inte
rnet
(sm
artp
hone, e
tc.)
New
spap
er
ads
TV
pro
gram
s an
d com
merc
ials
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Acqu
ainta
nces
at t
rave
l
agencie
s
Fre
e fly
ers
and
flyers
in
new
spap
ers
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Seik
yo p
amph
lets
and
counte
rs
Mobi
le s
ites
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 18.5 31.3 9.8 10.9 14.8 11.3 4.4 4.7 2.3 3.5 1.4 1.8 2.2 0.5 1.2 0.2 1.2 1.1 3.5
USA West'12 155 83.2 21.4 19.9 15.9 9.1 9.1 6.7 4.6 3.3 2.3 2.1 2.0 1.9 1.6 1.5 0.7 0.7 0.4 0.4 5.0
0
20
40
60
80
100
USA West'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
USA West'12 155 63.7 28.4 16.0 ― 1.1 13.3 2.6
0
25
50
75
USA West'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 15.5 21.7 0.7 1.7 0.9 2.4
USA West'12 155 72.9 16.7 15.5 1.1 1.0 1.1 1.8
0
25
50
75
USA West'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Sample
100.0 26.0 15.5 12.2 11.1 9.6 9.3 9.0 8.8 8.1 7.4 6.8 4.9 4.8 4.5 4.5 4.4 3.6 3.5 3.3 3.3 3.3
( 238 ) ( 62 ) ( 37 ) ( 29 ) ( 26 ) ( 23 ) ( 22 ) ( 21 ) ( 21 ) ( 19 ) ( 18 ) ( 16 ) ( 12 ) ( 11 ) ( 11 ) ( 11 ) ( 10 ) ( 8 ) ( 8 ) ( 8 ) ( 8 ) ( 8 )
65.2 6.6 5.0 2.5 1.3 1.6 4.0 2.7 3.0 2.3 2.7 1.5 1.7 1.9 1.2 0.5 1.9 0.7 0.7 0.4 1.1 *
( 155 ) ( 16 ) ( 12 ) ( 6 ) ( 3 ) ( 4 ) ( 9 ) ( 6 ) ( 7 ) ( 6 ) ( 6 ) ( 4 ) ( 4 ) ( 5 ) ( 3 ) ( 1 ) ( 5 ) ( 2 ) ( 2 ) ( 1 ) ( 3 ) *
238 65.1 25.8 32.4 20.7 11.5 17.4 40.9 28.6 33.3 31.6 33.3 25.0 33.3 45.5 27.3 9.1 50.0 25.0 25.0 12.5 37.5 *Rate of actual visit to country /
area considered
Turkey HokkaidoUSA
WestUSA East
Hawaii
(Oahu)France
USA
SouthUK Italy Oceania
Canada
/ Alaska
Hawaii
(other
than
Oahu)
Spain Germany
Other
nations in
west
Europe
Guam
Hong
Kong
/ Macau
Singapore Taiwan Egypt Saipan
Countries
of
northern
Europe
238
Destinations simultaneously
considered by those who
considered the USA West
Destinations actually visited by
those who considered the USA
West
238
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the USA West
Destinations actually visited by those who considered the USA West
(%)
57
USA West
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering USA West'12Reason for deciding USA West'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
USA West'12
All
destinations/
Total '12
USA West'12
(n=4243) (n=155) (n=4243) (n=155)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ▲ 23.5 11.0 8.5
Suited my budget 27.6 × 17.5 8.8 6.0
Because I wanted to earn miles 3.4 ○ 10.9 0.5 0.6
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 10.8 2.2 4.6
Suited my flying time or flight from the closest airport, etc. 5.5 6.7 0.8 0.4
I just happened to discover a good travel product 9.2 6.4 3.2 0.9
It suited the needs of accompanying travelers, such as my children 4.8 5.9 1.5 0.8
I have family members, relatives, acquaintances, friends at the destination 8.6 ◎ 23.0 6.4 ◎ 18.7
I had been there before and found that it was good 15.8 ○ 22.0 6.2 9.8
Accompanying travelers wanted to go there 20.2 20.0 10.6 10.1
I was interested in a particular sightseeing spot 14.3 ○ 20.0 4.1 4.6
It was a location I had wanted to go to from before 21.2 17.2 10.3 7.3
I was interested in a particular event, activity 5.4 ○ 11.3 3.0 4.4
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 8.0 1.3 1.0
Was recommended by family members, acquaintances, friends 7.8 5.1 1.7 0.7
I felt like going after seeing the website of the travel bureau 2.3 2.2 0.2 0.7
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 0.8 0.2 ―
Was recommended by a travel agent 1.5 0.7 0.5 ―
City seems good 14.9 ◎ 26.5 1.8 3.1
Nature seems good 17.3 22.0 3.1 1.5
Seems safe 17.8 21.4 2.0 1.5
Climate seems good 18.0 20.7 3.0 1.9
Food seems good 18.8 18.2 3.4 ―
Hospitality seems good 6.0 10.2 0.5 1.1
Timing of the trip seems good (best season at that destination, etc.) 6.6 9.8 1.6 2.2
Prices seems cheap 19.4 × 6.4 3.6 0.6
Hotel I want to stay at seems good 4.4 6.2 1.6 1.3
Hygienic 4.8 4.3 0.1 ―
Other 8.6 10.5 6.7 7.6
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30
Reasons for considering USA West'12
Reason for deciding USA West'12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 58
USA West
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important USA West'12
All
destinations
/Total '12
USA West'12
(n=2513) (n=54)
Price is cheap for the content 52.5 ○ 58.2
Cheap 27.6 ○ 36.2
Content/Breakdown of the price indicated is clear 20.4 ◎ 33.6
There is a lot of free time 19.8 ○ 29.5
Includes spots I want to go to 22.3 18.2
Can pay by credit card 16.3 12.3
Can visit many tourist spots 13.7 12.0
Time stayed at destination is long 8.8 11.0
Discounts are available for early reservations 7.0 6.5
There is no city sightseeing 2.7 4.4
There is city sightseeing 13.4 ▲ 4.2
Discounts are available for children 1.7 2.2
It is an assuring airline 22.6 ◎ 41.3
It is a Japanese airline 6.8 ◎ 22.4
There are direct flights 16.0 ○ 21.6
It is a well-known airline 9.1 ◎ 20.8
Accumulate mileage with the airline used/affiliated 3.9 ○ 12.5
Is a flight that meets my schedule and connecting flights 7.6 10.5
Aircraft amenities (width of seats, etc.) are good 2.0 ○ 8.0
Departs from nearest airport 7.7 6.7
Is a Low-Cost Carrier 1.2 4.5
Aircraft equipment is good (new, clean) 2.1 4.1
Premium economy or business class or better 1.7 1.5
Is not a Low-Cost Carrier 0.6 ―
Hotel location is good 24.5 ○ 34.0
Transportation is provided to and from hotel 12.9 ◎ 23.5
Hotel is designated 15.6 17.3
Hotel ambiance is nice / Grade of notoriety is high 17.5 15.9
Hotel facilities and services are complete 11.0 12.4
Checkout time is late 1.3 2.6
Rooms suit my needs 5.3 1.5
Check-in time is early 1.1 1.1
Travel agency is very reliable 31.5 ▲ 26.5
Travel agency response is thorough 12.9 ◎ 23.0
Comes with guide 18.2 20.4
There are local staff who speak Japanese 12.5 ○ 17.8
Travel agency is familiar 11.0 15.8
Travel agency is well known 10.6 15.3
Travel agency has good ability to arrange and do good work 8.5 13.4
There is a backup desk at destinations 4.8 7.3
Travel agency is in a location easy to visit 4.1 4.1
Travel agency is highly specialized 5.1 3.1
All breakfasts provided 11.9 ▲ 6.8
Can make reservations right away 6.1 6.5
Possible to participate alone 2.7 4.8
All meals provided 12.3 ▲ 4.4
Can increase or decrease the number of nights 2.0 2.6
Comes with famous dishes 9.2 ▲ 2.6
Other 1.2 ―
Nothing in particular 3.6 5.1
Items considered important
Budg
et
and
conte
nt
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 20 40 60
Items considered important USA West'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 59
USA West
●Degree of satisfaction▽ The overall degree of satisfaction was 96.4%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (95.7%) comprised the largest percentage and was followed by "sports / hands-on
activities" (93.7%) and "night life" (92.7%).
▽ Opinions and action after travel: "I became more fond of that country/area" (62.9%) comprised the largest
percentage and was followed by "I'd like to stay longer in that country/area" (60.6%). Intention to revisit/total
was 80.4%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
USA West'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=186) 96.4
(n=171) 95.7
(n=75) 93.7
(n=179) 83.9
(n=172) 90.7
(n=51) 83.9
(n=186) 87.2
(n=186) 86.2
(n=112) 92.7
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
12.6
9.9
22.1
18.0
7.9
26.0
27.1
13.8
0.5
0.9
8.7
1.4
2.4
6.9
5.9
0.5
7.4
7.9
13.7
5.9
8.0
6.878.9
59.0
61.1
76.0
72.7
61.8
83.8
83.1
85.2% 11.2
0.9 5.5
3.4
3.1
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I'd like to stay
longer in that
country/area
I'd like to go to
a different area
in that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
traveling more
deeply in the
same area
I'd like to try
more luxurious
travel in that
country/area
I collected
(would like to
collect)
information
about that
country/area
I made (would
like to make)
an album with
printed out
images
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 42.5 46.7 46.5 36.7 26.0 17.2 20.9 13.6 10.9 7.2 9.4 74.0
USA West'12 186 62.9 60.6 54.1 46.6 40.2 37.3 29.3 25.9 13.8 11.9 9.2 6.5 80.4
0
20
40
60
80
USA West'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Canada / Alaska'12 (n=61)
Canada / Alaska'11 (n=72)
64.3
54.9
40.8
35.7
45.1
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Canada / Alaska'12 (n=68) 12.5
Canada / Alaska'11 (n=78) 12.7
18.1 15.7 10.2
17.9
11.8
18.0
9.2
13.9
24.9
24.9
11.0
22.9
24.1
4.6
10.1
9.9
14.7%
0.8
3.8
1.7
0.7
12.7
9.6
8.9
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Canada / Alaska '12 (n=68)
Canada / Alaska '11 (n=78)
10.9
4.0
9.6 2.8
21.3
27.7
20.2
12.9
11.9
19.5
11.0
9.9
10.1
8.1
6.5
7.1
18.3
20.7
30.5
6.8%
5.3
9.9
3.3
11.7
60
Canada / Alaska
●Profile▽ Sex and age: "male 50 yrs or older" (27.7%) comprised the largest percentage and was followed by "female 50
yrs or older" (20.7%).
▽ Incidence of first visit: 56.3%.
▽ Number of trips overseas thus far: average of 12.4 times.
●Travel Outline▽ Travel expenses: average of 293,000 yen.
▽ Incidence of package tour use: 64.3%.
▽ Number of days traveled: average of 12.5 days.
▽ Accompanying travelers: "married couple travel" (26.9%) comprised the largest percentage and was followed
by "travel alone" (24.8%).
▽ In terms of purposes of travel, "to enjoy nature" (49.4%) comprised the largest percentage and was followed by
"to visit famous sites and historic spots" (40.3%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (48.1%) comprised the largest
percentage and was followed by "famous dishes" (34.0%).
▽ Total expenditures at destination: average of 351,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Canada / Alaska '12 (n=68)
Canada / Alaska '11 (n=78) 63.2
56.3
45.7%
36.8
43.7
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Canada / Alaska '12 (n=68) 12.4
Canada / Alaska '11 (n=78) 11.7
4.6
2.6
15.0
15.0
17.5
20.1
15.5
10.7
7.5
20.6
55.5
52.8
46.4
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Canada / Alaska'12 (n=61) 29.3
Canada / Alaska'11 (n=72) 27.0
Average
(tens of
1000s of
yen)
26.6 17.6
10.0
11.9
9.3
14.7
14.6
16.6
24.5
6.8
17.6
26.7
5.5
17.1-
-
17.1%
7.1
6.5 19.9 30.1
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 61
Canada / Alaska
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Canada /
Alaska
'12
(n=5076) (n=68)
Married couple travel 25.6 26.9
Family travel (with children) 13.9 8.4
Travel alone 13.1 24.8
With friends (3 or more) 12.0 6.8
With friend (alone) 11.6 6.2
Family travel (with parents) 6.7 8.3
Couple travel 4.8 4.1
Honeymoon 3.5 2.3
Family travel (3 generations) 2.6 4.8
Other 6.1 7.3
0 10 20 30
All destinations/Total '12 Canada / Alaska'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Canada / Alaska'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Canada /
Alaska
'12 61 10.9 15.2 4.0 15.1 4.2 5.8 44.9 ― 19.1 35.1
'11 72 8.1 18.9 12.9 23.3 13.9 9.3 11.1 2.5 15.0 14.4
(%)
Average
(in 10s of 1000s of yen)
Canada / Alaska'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Canada /
Alaska
'12 61 7.1 2.8 11.2 11.9 19.8 26.3 20.9 ― 5.6 8.2
'11 72 3.6 4.3 15.7 18.8 20.6 21.5 12.9 2.5 5.6 4.5
'12 61 14.7 4.8 26.2 12.3 23.9 12.5 5.4 ― 2.4 2.9
'11 72 7.7 6.5 27.5 15.3 22.2 11.7 7.7 1.4 2.6 3.5
'12 61 19.1 3.9 14.0 13.7 17.6 24.8 7.0 ― 2.6 3.9
'11 72 20.8 5.5 10.0 20.8 16.5 16.7 8.2 1.4 2.7 3.1Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Canada /
Alaska
'12
(n=5076) (n=68)
1 To enjoy nature 20.7 49.4
2 To visit famous sites and historic spots 49.6 40.3
3 To relax and rest 32.5 31.5
4 To shop 46.0 31.2
5 To eat good food 50.3 31.1
6 To escape from the routine 25.0 26.2
7 To see Japanese friends and acquaintances who live there 7.2 21.7
8 To see stimulation 11.4 20.5
9 To create memories 23.2 20.4
10 To broaden my horizons/perspective 16.9 19.9
11 Just to try getting to a foreign country 15.3 14.9
12 In expectation of interactions and new encounters with local people 10.0 14.5
13 To experience a different culture 20.9 13.8
14 To improve my language ability 4.5 13.5
15 To have a look at Japan from overseas 5.0 12.0
16 To view art 14.1 11.4
17 For my children 6.3 9.7
18 To experience places off the beaten track / adventures 4.7 7.1
19 For my parents 3.1 7.0
20 To engage in sports 7.7 5.6
21 To enjoy a concert / musical performance 2.8 5.4
22 To stay at luxury hotels 9.8 4.9
23 To visit a place that I live at before 1.6 4.5
24 To do a home-stay / study abroad 0.9 3.8
25 To view a sport event 1.7 3.0
25 To visit a place that is in my memories 3.3 3.0
27 To get a better grounding in hobbies and studies pursued 2.1 1.7
28 To tour locations of filming 2.2 1.5
28 Working holiday 0.2 1.5
30 To benefit my career opportunities 0.7 0.8
31 Beauty treatments and massages 15.2 ―
31 To see an event held during a particular time (carnival in Rio, etc.) 1.5 ―
31 To attend a wedding ceremony 1.3 ―
Other 5.5 2.4
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Canada / Alaska'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=39) (n=68) (n=68)
1 City sightseeing / Tour to surrounding area 48.1 26.4 18.8
2 Famous dishes 34.0 ― 8.3
3 Visit famous and historic places 31.2 12.3 9.0
4 Pleasure cruise 14.6 4.6 7.8
5 Shopping tour 11.6 2.3 2.7
6 Night tour 9.8 2.1 5.0
7 Island tour 8.0 4.0 4.0
7 Art museums and historic museums 8.0 ― 14.1
9 Theme park 7.6 4.4 4.5
10 Ethnic cultural experiences 5.2 ― 1.2
11 Other sports 4.2 ― ―
12 Dinner cruise 4.0 ― ―
12 Viewing of theater, musicals, concert, shows, etc. 4.0 5.3 3.3
14 Trains 3.6 2.5 3.3
15 Outdoor (fishing, climbing, etc.) 3.5 ― 1.7
16 Aquariums/zoos 2.6 ― 9.7
17 Beauty treatments, spa, massage, hot springs 2.1 1.5 1.2
18 Sports viewing 1.6 0.9 4.1
19 Golfing 1.5 ― 3.4
19 Other marine sports 1.5 ― ―
19 Instruction 1.5 ― ―
22 To tour locations of filming ― 1.4 0.8
22 Diving and snorkeling ― ― ―
22 Skiing and snowboarding ― ― 0.8
22 Riding (horseback, rafting, etc.) ― ― ―
22 Safari jungle tour ― ― ―
22 Other event viewing ― ― 1.2
22 Gambling ― ― 1.2
22 Car rental ― 3.3 4.6
Other 2.1 0.9 ―
Nothing 4.4 53.0 45.5
Don't know or don't remember 2.1 4.8 2.3
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation23.2
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 62
Canada / Alaska
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 5.6 months prior to departure, "when started
considering" was given an average of 3.7 months prior to departure, and "when booked" was given an average of 2.7 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (73.5%) comprised
the largest percentage and was followed by "travel agency pamphlets" (25.3%) and "travel agency counters" (17.6%).
▽ In terms of means of inquiry, "web / e-mail" (50.0%) comprised the largest percentage and was followed by "by telephone" (21.3%) and
"visiting" (16.6%).
▽ In terms of means of booking, "web / e-mail" (59.6%) comprised the largest percentage and was followed by "visiting" (17.6%) and "by
telephone" (10.4%).
▽ A look at the destinations simultaneously considered by those who considered Canada / Alaska shows that "Oceania" (21.8%) comprised the
largest percentage, followed by "USA east" (18.3%). In terms of actual destinations visited, "Canada / Alaska" (47.6%) comprised the largest
percentage, followed by "USA east" (9.4%).
▽ Among the responses given as the reasons for considering, "nature seems good" (39.5%) comprised the highest percentage by far, followed by
"suited my date of departure, date of return, day of the week, travel period, etc." (24.9%). Among the responses given as the reason for
deciding, "nature seems good" (21.9%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "it is an assuring airline" (39.5%) comprised the
largest percentage and followed by "comes with guide" (37.8%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Canada /
Alaska'12
Canada /
Alaska'11
When first thought of traveling 61 22.5 17.7 28.2 13.9 11.0 ― 2.1 2.0 2.6 4.5 5.6 5.4
When started considering 61 10.6 13.0 33.7 18.1 12.2 5.6 1.0 3.0 2.6 3.1 3.7 3.4
When booked 61 5.0 10.3 25.0 21.6 19.8 9.3 3.4 3.0 2.6 2.4 2.7 2.5
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Tra
vel a
gency
counte
rs
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
New
spap
er
ads
Inte
rnet
(sm
artp
hone, e
tc.)
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Mobi
le s
ites
Fre
e fly
ers
and
flyers
in
new
spap
ers
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Acqu
ainta
nces
at t
rave
l
agencie
s
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
TV
pro
gram
s an
d com
merc
ials
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 14.8 10.9 18.5 9.8 4.7 4.4 11.3 1.2 1.8 3.5 2.2 1.2 1.4 0.2 2.3 0.5 1.1 3.5
Canada / Alaska'12 61 73.5 25.3 17.6 12.4 12.4 10.5 9.6 7.5 5.8 3.3 3.2 2.3 2.3 2.3 2.3 1.3 1.3 0.9 ― 3.9
0
20
40
60
80
100
Canada / Alaska'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Canada / Alaska'12 61 50.0 21.3 16.6 0.9 4.5 14.4 10.5
0
25
50
75
Canada / Alaska'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Canada / Alaska'12 61 59.6 17.6 10.4 ― 6.1 2.8 9.5
0
25
50
75
Canada / Alaska'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Sample
100.0 21.8 18.3 16.9 16.3 14.2 13.2 11.4 11.1 10.7 9.1 8.7 8.4 7.1 6.7 6.2 6.1 5.8 5.8 5.4
( 128 ) ( 28 ) ( 23 ) ( 22 ) ( 21 ) ( 18 ) ( 17 ) ( 15 ) ( 14 ) ( 14 ) ( 12 ) ( 11 ) ( 11 ) ( 9 ) ( 9 ) ( 8 ) ( 8 ) ( 7 ) ( 7 ) ( 7 )
47.6 8.1 9.4 2.3 8.0 8.5 3.6 4.0 2.7 3.2 2.3 0.7 2.1 ― 1.6 1.1 2.7 0.8 ― *
( 61 ) ( 10 ) ( 12 ) ( 3 ) ( 10 ) ( 11 ) ( 5 ) ( 5 ) ( 3 ) ( 4 ) ( 3 ) ( 1 ) ( 3 ) ( 0 ) ( 2 ) ( 1 ) ( 3 ) ( 1 ) ( 0 ) *
128 47.7 35.7 52.2 13.6 47.6 61.1 29.4 33.3 21.4 28.6 25.0 9.1 27.3 ― 22.2 12.5 37.5 14.3 ― *
Korea Turkey
Hawaii
(other
than
Oahu)
HokkaidoSpainUSA
SouthSaipan Guam
Other
nations in
west
Europe
GermanyHawaii
(Oahu)
Countries
of
eastern
Europe
USA
West
Countries
of
northern
Europe
Italy FranceCanada
/ AlaskaOceania USA East UK
128
Destinations simultaneously
considered by those who considered
the Canada / Alaska
Destinations actually visited by those
who considered the Canada / Alaska128
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Canada / Alaska
Destinations actually visited by those who considered the Canada / Alaska
(%)
63
Canada / Alaska
Of the 128 respondents who considered Canada / Alaska
・those who actually visited Canada / those who considered Canada = 58 / 121
・those who actually visited Alaska / those who considered Alaska = 4 / 17
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† Of those who considered Canada or Alaska as destinations, those who actually visited either area were counted in "Destinations actually visited."
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Canada / Alaska'12Reason for deciding Canada / Alaska'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Canada /
Alaska'12
All
destinations/
Total '12
Canada /
Alaska'12
(n=4243) (n=61) (n=4243) (n=61)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ▲ 24.9 11.0 14.1
Suited my budget 27.6 × 16.2 8.8 ▲ 2.9
I just happened to discover a good travel product 9.2 ○ 15.4 3.2 2.8
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 8.5 2.2 1.7
Suited my flying time or flight from the closest airport, etc. 5.5 3.8 0.8 ―
Because I wanted to earn miles 3.4 3.4 0.5 ―
It suited the needs of accompanying travelers, such as my children 4.8 ― 1.5 ―
Accompanying travelers wanted to go there 20.2 20.5 10.6 6.9
It was a location I had wanted to go to from before 21.2 18.1 10.3 11.9
I was interested in a particular sightseeing spot 14.3 14.7 4.1 2.4
I have family members, relatives, acquaintances, friends at the destination 8.6 ○ 13.7 6.4 ○ 13.3
Was recommended by family members, acquaintances, friends 7.8 10.7 1.7 ―
I had been there before and found that it was good 15.8 ▲ 7.1 6.2 2.3
Was recommended by a travel agent 1.5 4.6 0.5 ―
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 4.6 1.3 ―
I felt like going after seeing the website of the travel bureau 2.3 3.4 0.2 ―
I was interested in a particular event, activity 5.4 3.3 3.0 3.3
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 ― 0.2 ―
Nature seems good 17.3 ◎ 39.5 3.1 ◎ 21.9
Seems safe 17.8 18.4 2.0 5.0
City seems good 14.9 17.8 1.8 1.4
Climate seems good 18.0 13.9 3.0 1.4
Food seems good 18.8 ▲ 10.9 3.4 0.9
Timing of the trip seems good (best season at that destination, etc.) 6.6 10.4 1.6 1.4
Hospitality seems good 6.0 6.3 0.5 1.7
Hygienic 4.8 5.4 0.1 ―
Hotel I want to stay at seems good 4.4 3.4 1.6 ―
Prices seems cheap 19.4 × 2.3 3.6 0.9
Other 8.6 4.6 6.7 3.7
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40
Reasons for considering Canada / Alaska'12
Reason for deciding Canada / Alaska'12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 64
Canada / Alaska
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Canada / Alaska'12
All
destinations
/Total '12
Canada /
Alaska'12
(n=2513) (n=39)
Cheap 27.6 27.3
Includes spots I want to go to 22.3 24.9
Price is cheap for the content 52.5 × 24.7
Can pay by credit card 16.3 19.3
There is city sightseeing 13.4 ○ 18.5
Content/Breakdown of the price indicated is clear 20.4 ▲ 15.2
There is a lot of free time 19.8 ▲ 14.1
Can visit many tourist spots 13.7 13.7
Time stayed at destination is long 8.8 ▲ 3.6
Discounts are available for children 1.7 ―
Discounts are available for early reservations 7.0 ▲ ―
There is no city sightseeing 2.7 ―
It is an assuring airline 22.6 ◎ 39.5
There are direct flights 16.0 ○ 23.0
Is a flight that meets my schedule and connecting flights 7.6 10.4
It is a Japanese airline 6.8 7.3
It is a well-known airline 9.1 6.1
Accumulate mileage with the airline used/affiliated 3.9 5.2
Aircraft equipment is good (new, clean) 2.1 2.6
Aircraft amenities (width of seats, etc.) are good 2.0 2.6
Is not a Low-Cost Carrier 0.6 1.6
Is a Low-Cost Carrier 1.2 1.5
Departs from nearest airport 7.7 ▲ ―
Premium economy or business class or better 1.7 ―
Hotel is designated 15.6 ○ 23.6
Hotel location is good 24.5 21.1
Hotel ambiance is nice / Grade of notoriety is high 17.5 17.7
Transportation is provided to and from hotel 12.9 11.6
Hotel facilities and services are complete 11.0 7.0
Rooms suit my needs 5.3 7.0
Checkout time is late 1.3 2.6
Check-in time is early 1.1 2.6
Comes with guide 18.2 ◎ 37.8
Travel agency is very reliable 31.5 30.7
Travel agency response is thorough 12.9 10.7
Travel agency has good ability to arrange and do good work 8.5 10.7
Travel agency is familiar 11.0 10.2
There are local staff who speak Japanese 12.5 ▲ 4.3
Travel agency is well known 10.6 ▲ 4.2
There is a backup desk at destinations 4.8 3.5
Travel agency is in a location easy to visit 4.1 1.5
Travel agency is highly specialized 5.1 ▲ ―
All meals provided 12.3 16.0
All breakfasts provided 11.9 15.7
Can make reservations right away 6.1 8.0
Comes with famous dishes 9.2 5.7
Possible to participate alone 2.7 4.4
Can increase or decrease the number of nights 2.0 ―
Other 1.2 4.2
Nothing in particular 3.6 3.6
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
Budg
et
and
conte
nt
Items considered important
0 10 20 30 40 50
Items considered important Canada / Alaska'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 65
Canada / Alaska
●Degree of satisfaction▽ The overall degree of satisfaction was 98.7%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (95.7%) comprised the largest percentage and was followed by "safety / hygiene"
(92.0%) and "local hospitality" (85.5%).
▽ Opinions and action after travel: "I became more fond of that country/area" (64.7%) comprised the largest
percentage and was followed by "I recommended (would like to recommend) to others that country/area"
(55.7%). Intention to revisit/total was 70.6%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Canada / Alaska'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=62) 98.7
(n=62) 95.7
(n=22) 84.2
(n=58) 78.3
(n=57) 72.0
(n=13) 67.7
(n=62) 85.5
(n=62) 92.0
(n=32) 84.7
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
9.4
13.8
26.1
23.8
11.3
24.6
17.6
34.8
-
-
11.3
8.0
4.6
10.2
-
10.5
20.0
27.7
4.3
15.349.9
74.4
60.9
56.5
48.2
52.1
70.4
86.3
91.4% 7.3
0.9
-
7.1
15.8
4.3
1.3
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to stay
longer in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to go to
a different area
in that
country/area
I made (would
like to make)
an album with
printed out
images
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I'd like to try
more luxurious
travel in that
country/area
I made (would
like to make)
an album or
movies on a
PC or the web
I wrote (would
like to write)
on a blog or
SNS
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.5 42.5 36.7 46.7 13.6 26.0 20.9 17.2 7.2 10.9 9.4 74.0
Canada / Alaska'12 62 64.7 55.7 47.8 41.2 36.3 28.9 18.9 13.2 12.4 12.0 7.4 6.0 70.6
0
20
40
60
80
Canada / Alaska'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Hawaii (Oahu)'12 (n=392)
Hawaii (Oahu)'11 (n=384)
61.7
64.9
40.8
38.3
35.1
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Hawaii (Oahu)'12 (n=459) 7.5
Hawaii (Oahu)'11 (n=453) 7.3
18.1 15.7 10.2
30.1
11.8
24.1
23.4
13.9
15.6
14.0
11.0
9.2
8.6
4.614.7%
0.2
1.3
2.9
3.4
17.9
17.8
26.4 3.7
1.4
66
Hawaii (Oahu)
●Profile▽ Sex and age: "male 50 yrs or older" (18.4%) comprised the largest percentage and was followed by "male 40-
49 yrs" (18.2%).
▽ Incidence of first visit: 27.7%.
▽ Number of trips overseas thus far: average of 14.2 times.
●Travel Outline▽ Travel expenses: average of 201,000 yen.
▽ Incidence of package tour use: 61.7%.
▽ Number of days traveled: average of 7.5 days.
▽ Accompanying travelers: "married couple travel" (26.8%) comprised the largest percentage and was followed
by "Family travel (with children)" (21.8%).
▽ In terms of purposes of travel, "to shop" (65.7%) comprised the largest percentage and was followed by "to
relax and rest" (64.0%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (15.1%) comprised the largest
percentage and was followed by "to visit famous sites and historic spots" (5.4%).
▽ Total expenditures at destination: average of 349,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Hawaii (Oahu) '12 (n=459)
Hawaii (Oahu) '11 (n=453)
3.7
5.0
12.3
12.6
18.2
12.4
21.3
18.4
20.4
12.9
8.9
9.8
11.0
13.8
13.8
8.1
10.2
9.7
18.3
14.5
16.3
6.8% 9.9 11.7
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Hawaii (Oahu) '12 (n=459)
Hawaii (Oahu) '11 (n=453) 28.0
27.7
45.7%
72.0
72.3
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Hawaii (Oahu) '12 (n=459) 14.2
Hawaii (Oahu) '11 (n=453) 13.7
6.2
6.0
10.6
9.3
17.5
12.7
18.4
10.7
10.1
13.4
55.5
60.4
52.9
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Hawaii (Oahu)'12 (n=392) 20.1
Hawaii (Oahu)'11 (n=384) 20.1
Average
(tens of
1000s of
yen)
26.6 17.6
21.0
11.9
20.3
19.3
14.6
22.5
28.2
6.8
8.5
10.9
5.5
6.41.0
5.5
17.1%
13.1
12.0 23.1 7.9
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
All
destinations/
Total '12
Hawaii (Oahu)
'12
(n=5076) (n=459)
Married couple travel 25.6 26.8
Family travel (with children) 13.9 21.8
Travel alone 13.1 4.0
With friends (3 or more) 12.0 7.3
With friend (alone) 11.6 5.0
Family travel (with parents) 6.7 8.1
Couple travel 4.8 5.4
Honeymoon 3.5 8.4
Family travel (3 generations) 2.6 7.5
Other 6.1 5.8
0 10 20 30
All destinations/Total '12 Hawaii (Oahu)'12
(%)
67
Hawaii (Oahu)
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Hawaii (Oahu)'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Hawaii (Oahu)
'12 392 4.1 5.9 5.0 13.4 9.1 13.7 48.2 0.5 19.1 34.9
'11 384 4.1 9.5 4.9 20.9 12.9 12.6 34.8 0.2 15.0 26.1
(%)
Average
(in 10s of 1000s of yen)
Hawaii (Oahu)'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Hawaii (Oahu)
'12 392 2.7 1.8 4.5 9.3 14.2 25.6 41.4 0.5 5.6 13.1
'11 384 0.8 1.2 5.6 8.8 13.1 28.7 41.6 0.2 5.6 11.4
'12 392 1.2 1.5 13.9 18.5 24.7 25.0 14.7 0.5 2.4 4.6
'11 384 1.0 1.7 14.0 16.2 30.3 25.7 10.7 0.4 2.6 4.3
'12 392 10.9 4.2 18.8 18.9 16.9 18.0 11.6 0.7 2.6 3.6
'11 384 16.2 4.9 14.6 16.4 17.4 20.9 9.0 0.6 2.7 3.6Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Hawaii
(Oahu)
'12
(n=5076) (n=459)
1 To shop 46.0 65.7
2 To relax and rest 32.5 64.0
3 To eat good food 50.3 53.3
4 To escape from the routine 25.0 37.7
5 To enjoy nature 20.7 35.7
6 To create memories 23.2 31.5
7 To visit famous sites and historic spots 49.6 25.1
8 To engage in sports 7.7 19.3
9 To stay at luxury hotels 9.8 16.9
10 For my children 6.3 13.8
11 Just to try getting to a foreign country 15.3 13.2
12 To see stimulation 11.4 10.5
13 To experience a different culture 20.9 9.6
13 To broaden my horizons/perspective 16.9 9.6
15 Beauty treatments and massages 15.2 8.4
16 In expectation of interactions and new encounters with local people 10.0 8.1
17 For my parents 3.1 6.3
18 To experience places off the beaten track / adventures 4.7 6.1
18 To visit a place that is in my memories 3.3 6.1
20 To attend a wedding ceremony 1.3 5.0
21 To see Japanese friends and acquaintances who live there 7.2 4.4
22 To improve my language ability 4.5 3.2
23 To have a look at Japan from overseas 5.0 3.0
24 To view art 14.1 2.7
25 To get a better grounding in hobbies and studies pursued 2.1 2.3
26 To see an event held during a particular time (carnival in Rio, etc.) 1.5 1.7
27 To view a sport event 1.7 1.5
27 To tour locations of filming 2.2 1.5
29 To enjoy a concert / musical performance 2.8 1.2
30 To visit a place that I live at before 1.6 0.7
31 To benefit my career opportunities 0.7 0.6
32 To do a home-stay / study abroad 0.9 0.4
33 Working holiday 0.2 ―
Other 5.5 3.9
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Hawaii (Oahu)'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=242) (n=459) (n=459)
1 City sightseeing / Tour to surrounding area 15.1 20.6 12.6
2 Visit famous and historic places 5.4 5.9 6.2
3 Dinner cruise 5.3 7.1 3.2
4 Pleasure cruise 4.9 5.5 7.0
5 Island tour 4.7 3.9 3.9
6 Famous dishes 4.3 4.4 12.5
7 Shopping tour 3.9 4.7 3.5
8 Aquariums/zoos 3.0 2.2 5.4
9 Viewing of theater, musicals, concert, shows, etc. 1.6 3.9 3.6
10 Theme park 1.4 2.1 2.0
11 Other sports 0.7 1.6 0.5
12 Night tour 0.6 1.9 2.3
13 Golfing 0.4 4.2 5.3
13 Ethnic cultural experiences 0.4 1.2 1.2
15 To tour locations of filming 0.3 2.0 1.7
16 Art museums and historic museums 0.2 0.1 1.7
16 Diving and snorkeling 0.2 5.5 7.0
18 Beauty treatments, spa, massage, hot springs ― 4.6 7.4
18 Other marine sports ― 3.3 5.3
18 Skiing and snowboarding ― ― 0.5
18 Outdoor (fishing, climbing, etc.) ― 0.6 3.3
18 Riding (horseback, rafting, etc.) ― 2.7 3.6
18 Safari jungle tour ― 0.6 1.0
18 Sports viewing ― 0.3 0.2
18 Other event viewing ― 0.7 1.0
18 Gambling ― ― 0.3
18 Instruction ― 0.5 ―
18 Trains ― 0.5 ―
18 Car rental ― 16.5 3.7
Other ― 2.8 1.9
Nothing 2.9 38.1 43.2
Don't know or don't remember 0.5 1.6 2.6
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation72.5
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 68
Hawaii (Oahu)
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 5.9 months prior to departure, "when started
considering" was given an average of 4.1 months prior to departure, and "when booked" was given an average of 3.3 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (80.9%) comprised
the largest percentage and was followed by "travel agency pamphlets" (34.7%) and "Guidebook-style magazines such as "Rurubu Hawaii,"
etc." (26.2%).
▽ In terms of means of inquiry, "web / e-mail" (54.8%) comprised the largest percentage and was followed by "by telephone" (31.3%) and
"visiting" (24.2%).
▽ In terms of means of booking, "web / e-mail" (59.0%) comprised the largest percentage and was followed by "visiting" (28.2%) and "by
telephone" (18.0%).
▽ A look at the destinations simultaneously considered by those who considered Hawaii (Oahu) shows that "Hawaii (other than Oahu)" (29.2%)
comprised the largest percentage, followed by "Guam" (23.6%). In terms of actual destinations visited, "Hawaii (Oahu)" (69.8%) comprised the
largest percentage, followed by "Guam" (9.1%) and "Hawaii (other than Oahu)" (8.6%).
▽ Among the responses given as the reasons for considering, "climate seems good" (39.8%) comprised the largest percentage, followed by
"nature seems good" (30.9%). Among the responses given as the reason for deciding, "I had been there before and found that it was good"
(14.2%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "hotel location is good" (45.2%) comprised the largest
percentage and followed by "price is cheap for the content" (44.4%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Hawaii
(Oahu)'12
Hawaii
(Oahu)'11
When first thought of traveling 392 27.2 20.9 26.4 10.8 8.6 1.8 1.1 0.2 3.0 4.5 5.9 5.3
When started considering 392 13.0 19.1 31.9 15.2 14.1 2.1 2.0 0.7 2.1 3.1 4.1 3.8
When booked 392 10.3 10.5 30.3 18.6 19.1 4.5 3.7 0.7 2.5 2.4 3.3 3.1
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Tra
vel a
gency
counte
rs
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Inte
rnet
(sm
artp
hone, e
tc.)
TV
pro
gram
s an
d com
merc
ials
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Acqu
ainta
nces
at t
rave
l
agencie
s
New
spap
er
ads
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Fre
e fly
ers
and
flyers
in
new
spap
ers
Mobi
le s
ites
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 11.3 14.8 18.5 9.8 10.9 3.5 4.4 2.3 2.2 1.4 4.7 1.2 1.8 1.2 0.2 0.5 1.1 3.5
Hawaii (Oahu)'12 392 80.9 34.7 26.2 22.0 19.4 9.2 8.2 6.1 5.3 4.0 3.7 3.1 3.0 2.1 1.0 0.7 0.2 0.2 1.4 2.7
0
20
40
60
80
100
Hawaii (Oahu)'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Hawaii (Oahu)'12 392 54.8 31.3 24.2 0.9 0.6 9.9 2.4
0
25
50
75
Hawaii (Oahu)'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Hawaii (Oahu)'12 392 59.0 28.2 18.0 0.4 0.8 0.6 1.4
0
25
50
75
Hawaii (Oahu)'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 69
Hawaii (Oahu)
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Hawaii (Oahu)'12Reason for deciding Hawaii (Oahu)'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Hawaii
(Oahu)'12
All
destinations/
Total '12
Hawaii
(Oahu)'12
(n=4243) (n=392) (n=4243) (n=392)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ▲ 23.7 11.0 7.3
Suited my budget 27.6 ▲ 20.4 8.8 6.1
It suited the needs of accompanying travelers, such as my children 4.8 ○ 9.9 1.5 2.9
I just happened to discover a good travel product 9.2 6.5 3.2 1.5
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 6.1 2.2 2.2
Suited my flying time or flight from the closest airport, etc. 5.5 4.8 0.8 1.0
Because I wanted to earn miles 3.4 4.5 0.5 0.4
I had been there before and found that it was good 15.8 ○ 24.6 6.2 ○ 14.2
Accompanying travelers wanted to go there 20.2 23.9 10.6 13.3
It was a location I had wanted to go to from before 21.2 ▲ 13.3 10.3 7.7
Was recommended by family members, acquaintances, friends 7.8 9.4 1.7 2.6
I was interested in a particular event, activity 5.4 7.3 3.0 3.9
I was interested in a particular sightseeing spot 14.3 ▲ 7.1 4.1 2.0
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 6.9 1.3 1.0
I have family members, relatives, acquaintances, friends at the destination 8.6 ▲ 3.3 6.4 1.8
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 2.5 0.2 0.4
I felt like going after seeing the website of the travel bureau 2.3 1.7 0.2 0.4
Was recommended by a travel agent 1.5 1.6 0.5 0.8
Climate seems good 18.0 ◎ 39.8 3.0 ○ 9.5
Nature seems good 17.3 ◎ 30.9 3.1 4.3
Seems safe 17.8 ○ 24.8 2.0 1.9
City seems good 14.9 17.2 1.8 2.2
Food seems good 18.8 15.9 3.4 ―
Hospitality seems good 6.0 10.3 0.5 0.7
Hotel I want to stay at seems good 4.4 ○ 9.8 1.6 4.3
Timing of the trip seems good (best season at that destination, etc.) 6.6 8.8 1.6 0.7
Prices seems cheap 19.4 × 7.1 3.6 0.2
Hygienic 4.8 6.1 0.1 0.2
Other 8.6 8.9 6.7 6.5
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40 50
Reasons for considering Hawaii (Oahu)'12
Reason for deciding Hawaii (Oahu)'12
(%)
Sample
100.0 29.2 23.6 12.7 11.4 6.6 5.9 4.9 4.9 4.9 4.8 4.5 4.3 4.2 3.8 3.5 3.4 3.4 3.1 2.9
( 562 ) ( 164 ) ( 133 ) ( 72 ) ( 64 ) ( 37 ) ( 33 ) ( 28 ) ( 28 ) ( 28 ) ( 27 ) ( 25 ) ( 24 ) ( 24 ) ( 21 ) ( 19 ) ( 19 ) ( 19 ) ( 17 ) ( 17 )
69.8 8.6 9.1 1.5 1.9 3.0 0.7 1.2 1.2 1.2 * 0.6 1.8 * 0.8 0.8 0.8 0.7 ― 0.3
( 392 ) ( 48 ) ( 51 ) ( 8 ) ( 11 ) ( 17 ) ( 4 ) ( 7 ) ( 7 ) ( 7 ) * ( 4 ) ( 10 ) * ( 4 ) ( 4 ) ( 5 ) ( 4 ) ( 0 ) ( 2 )
562 69.8 29.3 38.3 11.1 17.2 45.9 12.1 25.0 25.0 25.0 * 16.0 41.7 * 19.0 21.1 26.3 21.1 ― 11.8
UK USA East TahitiNew
CaledoniaItaly Hokkaido Phuket KoreaTaiwan Singapore Okinawa FranceOceania
USA
WestBali
Hong
Kong
/ Macau
Hawaii
(Oahu)
Hawaii
(other
than
Oahu)
Guam Saipan
562
Destinations simultaneously
considered by those who
considered the Hawaii (Oahu)
Destinations actually visited by
those who considered the Hawaii
(Oahu)
562
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Hawaii (Oahu)
Destinations actually visited by those who considered the Hawaii (Oahu)
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 70
Hawaii (Oahu)
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Hawaii (Oahu)'12
All
destinations
/Total '12
Hawaii
(Oahu)'12
(n=2513) (n=242)
Price is cheap for the content 52.5 ▲ 44.4
There is a lot of free time 19.8 ○ 27.0
Cheap 27.6 24.1
Content/Breakdown of the price indicated is clear 20.4 21.6
Can pay by credit card 16.3 20.4
Discounts are available for early reservations 7.0 ○ 14.9
Time stayed at destination is long 8.8 9.6
Includes spots I want to go to 22.3 × 5.9
Can visit many tourist spots 13.7 ▲ 4.3
Discounts are available for children 1.7 3.9
There is city sightseeing 13.4 ▲ 3.6
There is no city sightseeing 2.7 3.5
It is an assuring airline 22.6 ◎ 36.9
There are direct flights 16.0 ○ 22.8
It is a well-known airline 9.1 ○ 14.9
It is a Japanese airline 6.8 ○ 13.5
Departs from nearest airport 7.7 9.3
Is a flight that meets my schedule and connecting flights 7.6 6.8
Accumulate mileage with the airline used/affiliated 3.9 6.2
Aircraft equipment is good (new, clean) 2.1 3.5
Aircraft amenities (width of seats, etc.) are good 2.0 3.5
Premium economy or business class or better 1.7 2.9
Is not a Low-Cost Carrier 0.6 1.7
Is a Low-Cost Carrier 1.2 ―
Hotel location is good 24.5 ◎ 45.2
Hotel ambiance is nice / Grade of notoriety is high 17.5 ○ 26.8
Hotel is designated 15.6 19.9
Transportation is provided to and from hotel 12.9 ○ 19.1
Hotel facilities and services are complete 11.0 ○ 18.9
Rooms suit my needs 5.3 ○ 11.9
Check-in time is early 1.1 5.2
Checkout time is late 1.3 2.9
Travel agency is very reliable 31.5 ○ 39.5
There are local staff who speak Japanese 12.5 ○ 20.2
Travel agency response is thorough 12.9 ○ 18.0
There is a backup desk at destinations 4.8 ◎ 15.6
Travel agency is well known 10.6 13.6
Travel agency is familiar 11.0 13.6
Travel agency has good ability to arrange and do good work 8.5 9.9
Travel agency is in a location easy to visit 4.1 8.6
Travel agency is highly specialized 5.1 4.8
Comes with guide 18.2 × 1.9
All breakfasts provided 11.9 8.6
Can make reservations right away 6.1 5.5
Can increase or decrease the number of nights 2.0 2.8
All meals provided 12.3 × 1.3
Possible to participate alone 2.7 1.0
Comes with famous dishes 9.2 ▲ 0.6
Other 1.2 1.3
Nothing in particular 3.6 3.3
Items considered important
Budg
et
and
conte
nt
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 10 20 30 40 50
Items considered important Hawaii (Oahu)'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 71
Hawaii (Oahu)
●Degree of satisfaction▽ The overall degree of satisfaction was 94.8%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (94.4%) comprised the largest percentage and was followed by "sports / hands-on
activities" (92.3%) and "safety / hygiene" (91.8%).
▽ Opinions and action after travel: "I'd like to stay longer in that country/area" (73.6%) comprised the largest
percentage and was followed by "I became more fond of that country/area" (67.1%). Intention to revisit/total
was 83.6%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Hawaii (Oahu)'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=431) 94.8
(n=405) 94.4
(n=256) 92.3
(n=423) 84.9
(n=412) 91.1
(n=178) 88.3
(n=431) 88.7
(n=431) 91.8
(n=280) 91.2
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
12.1
14.2
17.6
11.6
12.2
16.8
17.1
12.9
1.6
1.2
1.2
5.1
2.6
2.3
5.0
2.8
2.0
6.5
10.1
6.3
9.4
6.3
78.3
74.7
71.9
76.1
79.5
67.3
78.1
82.3
85.3% 9.6
6.8
5.3
4.4
3.6
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I'd like to stay
longer in that
country/area
I became more
fond of that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
traveling more
deeply in the
same area
I'd like to try
more luxurious
travel in that
country/area
I collected
(would like to
collect)
information
about that
country/area
I made (would
like to make)
an album with
printed out
images
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 42.5 57.0 46.5 46.7 36.7 26.0 17.2 20.9 13.6 10.9 7.2 9.4 74.0
Hawaii (Oahu)'12 431 73.6 67.1 56.0 48.7 34.0 32.8 25.0 23.9 15.7 10.5 5.8 5.4 83.6
0
20
40
60
80
Hawaii (Oahu)'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Hawaii (other than Oahu)'12 (n=78)
Hawaii (other than Oahu)'11 (n=75)
56.1
58.6
40.8
43.9
41.4
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Hawaii (other than Oahu)'12 (n=102) 7.3
Hawaii (other than Oahu)'11 (n=88) 7.5
18.1 15.7 10.2
18.9
11.8
21.2
24.4
13.9
21.1
17.1
11.0
13.0
14.5
4.6
3.1
14.7%
3.6
2.1
2.0
3.8
17.2
14.8
18.9
4.3
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Hawaii (other than Oahu) '12 (n=102)
Hawaii (other than Oahu) '11 (n=88)
9.0
9.4
16.1
13.0
11.2
8.9
21.3
15.3
17.9
12.9
5.0
8.1
11.0
16.6
14.9
8.1
10.1
9.8
18.3
16.7
18.0
6.8% 9.9 11.7
72
Hawaii (other than Oahu)
●Profile▽ Sex and age: "female 50 yrs or older" (16.7%) comprised the largest percentage and was followed by "female
30-39 yrs" (16.6%).
▽ Incidence of first visit: 40.4%.
▽ Number of trips overseas thus far: average of 14.1 times.
●Travel Outline▽ Travel expenses: average of 218,000 yen.
▽ Incidence of package tour use: 56.1%.
▽ Number of days traveled: average of 7.3 days.
▽ Accompanying travelers: "Family travel (with children)" (22.1%) comprised the largest percentage and was
followed by "married couple travel" (21.5%).
▽ In terms of purposes of travel, "to enjoy nature" (59.0%) comprised the largest percentage and was followed by
"to relax and rest" (56.1%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (28.3%) comprised the largest
percentage and was followed by "shopping tour" (16.1%).
▽ Total expenditures at destination: average of 371,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Hawaii (other than Oahu) '12 (n=102)
Hawaii (other than Oahu) '11 (n=88) 45.2
40.4
45.7%
54.8
59.6
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Hawaii (other than Oahu) '12 (n=102) 14.1
Hawaii (other than Oahu) '11 (n=88) 13.9
9.3
4.8
10.4
15.7
17.5
16.5
14.8
10.7
11.0
12.4
55.5
53.0
52.3
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Hawaii (other than Oahu)'12 (n=78) 21.8
Hawaii (other than Oahu)'11 (n=75) 23.9
Average
(tens of
1000s of
yen)
26.6 17.6
19.4
11.9
14.5
16.1
14.6
31.0
32.5
6.8
11.0
19.8
5.5
8.9
17.1%
3.2
-
6.8
3.4
25.6 7.9
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
All
destinations/
Total '12
Hawaii (other
than Oahu)
'12
(n=5076) (n=102)
Married couple travel 25.6 21.5
Family travel (with children) 13.9 22.1
Travel alone 13.1 4.2
With friends (3 or more) 12.0 9.4
With friend (alone) 11.6 7.3
Family travel (with parents) 6.7 10.4
Couple travel 4.8 3.9
Honeymoon 3.5 6.1
Family travel (3 generations) 2.6 5.7
Other 6.1 9.4
0 10 20 30
All destinations/Total '12
Hawaii (other than Oahu)'12 (%)
73
Hawaii (other than Oahu)
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Hawaii (other than Oahu)'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Hawaii (other
than Oahu)
'12 78 3.5 3.6 4.8 13.7 12.1 17.5 44.7 ― 19.1 37.1
'11 75 ― 11.5 4.7 22.4 12.0 10.1 39.4 ― 15.0 29.3
(%)
Average
(in 10s of 1000s of yen)
Hawaii (other than Oahu)'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Hawaii (other
than Oahu)
'12 78 1.8 3.0 7.9 7.7 20.9 26.9 31.8 ― 5.6 14.6
'11 75 0.8 1.3 9.9 17.4 10.3 23.5 35.6 1.2 5.6 11.8
'12 78 1.8 0.7 16.4 23.1 28.7 17.7 11.5 ― 2.4 4.0
'11 75 ― 2.1 15.9 19.5 22.1 26.9 12.4 1.2 2.6 4.3
'12 78 9.4 3.5 5.2 20.7 19.2 19.6 22.5 ― 2.6 5.4
'11 75 9.7 ― 16.8 13.4 15.6 26.4 16.9 1.2 2.7 4.8Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Hawaii
(other than
Oahu)
'12
(n=5076) (n=102)
1 To enjoy nature 20.7 59.0
2 To relax and rest 32.5 56.1
3 To shop 46.0 47.6
4 To eat good food 50.3 40.5
5 To visit famous sites and historic spots 49.6 31.6
6 To escape from the routine 25.0 26.5
7 To create memories 23.2 24.7
8 To engage in sports 7.7 17.6
9 To experience places off the beaten track / adventures 4.7 16.0
10 To stay at luxury hotels 9.8 14.7
11 Just to try getting to a foreign country 15.3 13.5
12 To broaden my horizons/perspective 16.9 12.6
13 For my children 6.3 11.1
14 In expectation of interactions and new encounters with local people 10.0 9.1
15 To experience a different culture 20.9 8.9
16 To see stimulation 11.4 8.2
17 Beauty treatments and massages 15.2 6.5
18 To have a look at Japan from overseas 5.0 4.9
19 To visit a place that is in my memories 3.3 4.7
20 For my parents 3.1 3.6
21 To view a sport event 1.7 3.2
22 To see Japanese friends and acquaintances who live there 7.2 3.1
22 To attend a wedding ceremony 1.3 3.1
24 To improve my language ability 4.5 2.6
25 To view art 14.1 1.9
26 To tour locations of filming 2.2 1.8
27 To enjoy a concert / musical performance 2.8 0.8
27 To see an event held during a particular time (carnival in Rio, etc.) 1.5 0.8
27 To get a better grounding in hobbies and studies pursued 2.1 0.8
30 To do a home-stay / study abroad 0.9 0.6
30 To benefit my career opportunities 0.7 0.6
32 Working holiday 0.2 ―
32 To visit a place that I live at before 1.6 ―
Other 5.5 3.2
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Hawaii (other than Oahu)'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=44) (n=102) (n=102)
1 City sightseeing / Tour to surrounding area 28.3 25.5 18.0
2 Shopping tour 16.1 5.5 3.3
3 Island tour 14.6 12.5 12.9
4 Pleasure cruise 14.3 13.5 7.9
5 Visit famous and historic places 11.0 9.8 8.8
6 Famous dishes 7.9 5.6 4.5
7 Dinner cruise 7.0 8.8 4.7
8 Car rental 3.9 20.8 5.6
9 Theme park 3.2 1.4 3.9
9 Art museums and historic museums 3.2 ― 0.8
9 Aquariums/zoos 3.2 3.3 1.4
9 Beauty treatments, spa, massage, hot springs 3.2 2.5 7.2
9 Diving and snorkeling 3.2 11.4 13.9
14 Other marine sports 2.3 4.3 6.3
15 Other sports 1.9 0.6 ―
15 Ethnic cultural experiences 1.9 ― ―
17 To tour locations of filming 1.3 4.5 2.3
18 Golfing ― 3.4 7.5
18 Skiing and snowboarding ― ― ―
18 Outdoor (fishing, climbing, etc.) ― 0.8 5.6
18 Riding (horseback, rafting, etc.) ― 4.1 1.9
18 Safari jungle tour ― 0.8 1.9
18 Viewing of theater, musicals, concert, shows, etc. ― 0.6 1.4
18 Sports viewing ― 0.8 ―
18 Other event viewing ― ― ―
18 Gambling ― 0.8 ―
18 Night tour ― 4.1 3.6
18 Instruction ― 0.8 ―
18 Trains ― 0.8 ―
Other ― 2.8 ―
Nothing 4.4 28.5 37.5
Don't know or don't remember ― 4.4 5.1
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation47.4
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 74
Hawaii (other than Oahu)
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 5.2 months prior to departure, "when started
considering" was given an average of 3.8 months prior to departure, and "when booked" was given an average of 3.0 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (86.0%) comprised
the largest percentage and was followed by "travel agency pamphlets" (32.3%) and "Guidebook-style magazines such as "Rurubu Hawaii,"
etc." (24.6%).
▽ In terms of means of inquiry, "web / e-mail" (56.4%) comprised the largest percentage and was followed by "by telephone" (33.2%) and
"visiting" (19.7%).
▽ In terms of means of booking, "web / e-mail" (60.9%) comprised the largest percentage and was followed by "visiting" (27.5%) and "by
telephone" (15.8%).
▽ A look at the destinations simultaneously considered by those who considered Hawaii (other than Oahu) shows that "Hawaii (Oahu)" (66.9%)
comprised the largest percentage, followed by "Guam" (28.3%). In terms of actual destinations visited, "Hawaii (Oahu)" (41.6%) comprised the
largest percentage, followed by "Hawaii (other than Oahu)" (31.7%).
▽ Among the responses given as the reasons for considering, "nature seems good" (40.8%) comprised the largest percentage, followed by
"climate seems good" (29.8%) and "suited my date of departure, date of return, day of the week, travel period, etc." (29.1%). Among the
responses given as the reason for deciding, "accompanying travelers wanted to go there" (15.9%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (52.4%) comprised
the largest percentage and followed by "travel agency is very reliable" (44.2%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Hawaii (other
than Oahu)'12
Hawaii (other
than Oahu)'11
When first thought of traveling 78 21.2 22.6 28.8 11.1 11.3 ― 0.8 ― 4.2 4.5 5.2 5.7
When started considering 78 8.9 25.1 22.3 21.2 13.9 2.1 1.9 1.1 3.4 3.1 3.8 3.6
When booked 78 6.6 14.3 26.5 17.1 23.7 3.6 3.0 1.1 4.2 2.4 3.0 2.9
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
counte
rs
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Inte
rnet
(sm
artp
hone, e
tc.)
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
New
spap
er
ads
TV
pro
gram
s an
d com
merc
ials
Fre
e fly
ers
and
flyers
in
new
spap
ers
Acqu
ainta
nces
at t
rave
l
agencie
s
Mobi
le s
ites
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 11.3 18.5 14.8 9.8 10.9 1.2 4.4 3.5 2.2 4.7 2.3 1.8 1.4 1.2 0.2 0.5 1.1 3.5
Hawaii (other than Oahu)'12 78 86.0 32.3 24.6 20.8 17.8 9.0 8.8 7.3 5.3 5.0 4.5 3.7 3.1 2.4 1.1 ― ― ― 3.4 1.6
0
20
40
60
80
100
Hawaii (other than Oahu)'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Hawaii (other than Oahu)'12 78 56.4 33.2 19.7 3.1 ― 9.0 2.4
0
25
50
75
Hawaii (other than Oahu)'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Hawaii (other than Oahu)'12 78 60.9 27.5 15.8 2.4 1.8 ― 1.3
0
25
50
75
Hawaii (other than Oahu)'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 75
Hawaii (other than Oahu)
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Hawaii (other than Oahu)'12Reason for deciding Hawaii (other than Oahu)'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Hawaii (other
than
Oahu)'12
All
destinations/
Total '12
Hawaii (other
than
Oahu)'12(n=4243) (n=78) (n=4243) (n=78)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 29.1 11.0 8.4
Suited my budget 27.6 × 15.0 8.8 ▲ 3.6
I just happened to discover a good travel product 9.2 6.9 3.2 1.9
Because I wanted to earn miles 3.4 4.7 0.5 ―
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 4.6 2.2 1.2
It suited the needs of accompanying travelers, such as my children 4.8 4.2 1.5 1.2
Suited my flying time or flight from the closest airport, etc. 5.5 3.4 0.8 ―
Accompanying travelers wanted to go there 20.2 22.2 10.6 ○ 15.9
It was a location I had wanted to go to from before 21.2 20.2 10.3 12.9
I had been there before and found that it was good 15.8 18.3 6.2 10.2
I was interested in a particular sightseeing spot 14.3 12.2 4.1 4.8
Was recommended by family members, acquaintances, friends 7.8 11.5 1.7 3.7
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 6.2 1.3 1.1
I was interested in a particular event, activity 5.4 4.1 3.0 1.8
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 4.0 0.2 1.2
I felt like going after seeing the website of the travel bureau 2.3 4.0 0.2 ―
I have family members, relatives, acquaintances, friends at the destination 8.6 3.8 6.4 ▲ 1.1
Was recommended by a travel agent 1.5 3.3 0.5 ―
Nature seems good 17.3 ◎ 40.8 3.1 ○ 12.0
Climate seems good 18.0 ◎ 29.8 3.0 0.8
Seems safe 17.8 17.3 2.0 2.0
Food seems good 18.8 ▲ 13.6 3.4 ―
City seems good 14.9 ▲ 9.3 1.8 3.4
Hygienic 4.8 8.8 0.1 ―
Hotel I want to stay at seems good 4.4 8.8 1.6 ―
Timing of the trip seems good (best season at that destination, etc.) 6.6 8.5 1.6 5.7
Hospitality seems good 6.0 7.8 0.5 ―
Prices seems cheap 19.4 × 6.8 3.6 ―
Other 8.6 6.2 6.7 7.1
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40 50
Reasons for considering Hawaii (other than Oahu)'12
Reason for deciding Hawaii (other than Oahu)'12
(%)
Sample
100.0 66.9 28.3 16.1 12.9 7.9 7.6 6.9 6.2 6.0 5.7 5.4 5.4 5.2 4.8 4.7 4.5 4.5 4.3 4.1
( 245 ) ( 164 ) ( 69 ) ( 39 ) ( 32 ) ( 19 ) ( 19 ) ( 17 ) ( 15 ) ( 15 ) ( 14 ) ( 13 ) ( 13 ) ( 13 ) ( 12 ) ( 12 ) ( 11 ) ( 11 ) ( 10 ) ( 10 )
31.7 41.6 12.6 2.8 0.5 4.7 1.7 1.5 2.6 3.6 0.8 1.2 0.7 * 1.3 0.5 ― 0.3 0.3 *
( 78 ) ( 102 ) ( 31 ) ( 7 ) ( 1 ) ( 11 ) ( 4 ) ( 4 ) ( 6 ) ( 9 ) ( 2 ) ( 3 ) ( 2 ) * ( 3 ) ( 1 ) ( 0 ) ( 1 ) ( 1 ) *
245 31.8 62.2 44.9 17.9 3.1 57.9 21.1 23.5 40.0 60.0 14.3 23.1 15.4 * 25.0 8.3 ― 9.1 10.0 *Rate of actual visit to country /
area considered
Hawaii
(other
than
Oahu)
Hawaii
(Oahu)Guam Oceania Saipan
USA
WestBali France
Hong
Kong
/ Macau
Korea Italy Taiwan Phuket Okinawa SingaporeCebu
IslandTahiti Maldives UK Hokkaido
245
Destinations simultaneously
considered by those who considered
the Hawaii (other than Oahu)
Destinations actually visited by those
who considered the Hawaii (other
than Oahu)
245
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Hawaii (other than Oahu)
Destinations actually visited by those who considered the Hawaii (other than Oahu)
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 76
Hawaii (other than Oahu)
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Hawaii (other than Oahu)'12
All
destinations
/Total '12
Hawaii (other
than
Oahu)'12
(n=2513) (n=44)
Price is cheap for the content 52.5 52.4
There is a lot of free time 19.8 ○ 25.2
Can pay by credit card 16.3 ○ 24.5
Includes spots I want to go to 22.3 19.0
Cheap 27.6 × 16.0
Time stayed at destination is long 8.8 12.5
Can visit many tourist spots 13.7 11.7
Discounts are available for early reservations 7.0 10.1
Content/Breakdown of the price indicated is clear 20.4 × 9.9
There is city sightseeing 13.4 9.7
Discounts are available for children 1.7 5.0
There is no city sightseeing 2.7 2.9
It is an assuring airline 22.6 ○ 32.3
There are direct flights 16.0 ○ 24.5
It is a well-known airline 9.1 ○ 18.2
Departs from nearest airport 7.7 11.7
Is a flight that meets my schedule and connecting flights 7.6 10.9
It is a Japanese airline 6.8 8.4
Accumulate mileage with the airline used/affiliated 3.9 6.4
Premium economy or business class or better 1.7 5.4
Is not a Low-Cost Carrier 0.6 3.2
Aircraft amenities (width of seats, etc.) are good 2.0 3.2
Aircraft equipment is good (new, clean) 2.1 1.9
Is a Low-Cost Carrier 1.2 1.5
Hotel location is good 24.5 ○ 32.9
Hotel ambiance is nice / Grade of notoriety is high 17.5 ◎ 28.8
Hotel facilities and services are complete 11.0 ◎ 21.6
Hotel is designated 15.6 17.3
Transportation is provided to and from hotel 12.9 12.8
Rooms suit my needs 5.3 7.9
Check-in time is early 1.1 5.4
Checkout time is late 1.3 4.1
Travel agency is very reliable 31.5 ◎ 44.2
Travel agency response is thorough 12.9 ○ 22.1
There is a backup desk at destinations 4.8 ○ 14.3
Travel agency is well known 10.6 12.6
There are local staff who speak Japanese 12.5 11.7
Travel agency has good ability to arrange and do good work 8.5 10.5
Travel agency is familiar 11.0 6.7
Travel agency is in a location easy to visit 4.1 6.0
Comes with guide 18.2 × 5.1
Travel agency is highly specialized 5.1 4.7
All breakfasts provided 11.9 ▲ 6.4
All meals provided 12.3 ▲ 5.9
Comes with famous dishes 9.2 4.5
Can make reservations right away 6.1 3.6
Can increase or decrease the number of nights 2.0 2.9
Possible to participate alone 2.7 1.9
Other 1.2 ―
Nothing in particular 3.6 5.1
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
Budg
et
and
conte
nt
Items considered important
0 20 40 60
Items considered important Hawaii (other than Oahu)'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 77
Hawaii (other than Oahu)
●Degree of satisfaction▽ The overall degree of satisfaction was 94.7%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (93.8%) comprised the largest percentage and was followed by "sports / hands-on
activities" (92.4%) and "local hospitality" (90.1%).
▽ Opinions and action after travel: "I became more fond of that country/area" (65.1%) comprised the largest
percentage and was followed by "I'd like to stay longer in that country/area" (54.7%). Intention to revisit/total
was 75.4%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Hawaii (other than Oahu)'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=89) 94.7
(n=85) 93.8
(n=62) 92.4
(n=84) 86.7
(n=83) 84.2
(n=39) 88.6
(n=89) 90.1
(n=89) 88.9
(n=57) 78.3
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
13.1
10.3
21.8
10.2
24.9
25.1
22.5
17.8
1.7
2.3
3.7
5.9
5.6
3.8
7.0
9.6
9.9
9.9
60.5
66.4
65.0
63.7
74.0
64.8
82.1
80.7
82.5% 12.2
1.5
0.6
4.4
5.3
14.7
7.3
4.6
4.7
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I'd like to stay
longer in that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to try
traveling more
deeply in the
same area
I'd like to try
going to that
country/area
in a different
season/period
I collected
(would like to
collect)
information
about that
country/area
I'd like to try
more luxurious
travel in that
country/area
I made (would
like to make)
an album with
printed out
images
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 42.5 46.5 46.7 26.0 36.7 20.9 17.2 13.6 10.9 7.2 9.4 74.0
Hawaii (other than Oahu)'12 89 65.1 54.7 49.3 42.6 34.7 28.5 22.4 20.8 16.5 12.2 11.8 7.9 75.4
0
20
40
60
80
Hawaii (other than Oahu)'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Guam'12 (n=293) 4.8
Guam'11 (n=318) 4.5
18.1 15.7 10.2 11.8 13.9 11.0 4.614.7%
8.6
13.3
41.8
47.3
32.5
26.6 6.3
9.7
4.2
3.0
1.8
2.1
0.3
1.6
0.3
0.5
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Guam '12 (n=293)
Guam '11 (n=318)
9.2
8.9
13.7
12.5
14.3
14.9
21.3
11.2
11.0
12.9
14.6
15.2
11.0
17.0
19.9
8.1
10.0
9.6
18.3
10.1
7.9
6.8% 9.9 11.7
78
Guam
●Profile▽ Sex and age: "female 30-39 yrs" (17.0%) comprised the largest percentage and was followed by "female 18-29
yrs" (14.6%).
▽ Incidence of first visit: 46.4%.
▽ Number of trips overseas thus far: average of 11.4 times.
●Travel Outline▽ Travel expenses: average of 92,000 yen.
▽ Incidence of package tour use: 78.7%.
▽ Number of days traveled: average of 4.8 days.
▽ Accompanying travelers: "Family travel (with children)" (33.2%) comprised the largest percentage and was
followed by "married couple travel" (18.5%).
▽ In terms of purposes of travel, "to shop" (58.5%) comprised the largest percentage and was followed by "to
relax and rest" (55.6%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (18.7%) comprised the largest
percentage and was followed by "to visit famous sites and historic spots" (5.3%).
▽ Total expenditures at destination: average of 200,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Guam '12 (n=293)
Guam '11 (n=318) 45.4
46.4
45.7%
54.6
53.6
54.3
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Guam'12 (n=238)
Guam'11 (n=251)
78.7
80.0
40.8
21.3
20.0
59.2%
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Guam '12 (n=293) 11.4
Guam '11 (n=318) 10.2
6.7
8.1
15.3
13.9
17.5
22.1
24.1
10.7
11.7
11.9
55.5
44.3
41.9
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Guam'12 (n=238) 9.2
Guam'11 (n=251) 10.1
Average
(tens of
1000s of
yen)
26.6 17.6
18.7
11.9
8.6
14.6 6.8 5.5
17.0
19.2
17.1%
46.7
42.7 22.3 11.0 3.8
5.62.0
-
1.3
1.0
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 79
Guam
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Guam
'12
(n=5076) (n=293)
Married couple travel 25.6 18.5
Family travel (with children) 13.9 33.2
Travel alone 13.1 3.8
With friends (3 or more) 12.0 8.7
With friend (alone) 11.6 8.4
Family travel (with parents) 6.7 5.6
Couple travel 4.8 8.3
Honeymoon 3.5 1.7
Family travel (3 generations) 2.6 6.4
Other 6.1 5.4
0 10 20 30 40
All destinations/Total '12 Guam'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Guam'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Guam
'12 238 10.8 14.4 7.0 24.1 10.0 8.8 24.3 0.6 19.1 20.0
'11 251 10.8 17.6 8.3 20.3 14.7 9.1 18.9 0.2 15.0 17.1
(%)
Average
(in 10s of 1000s of yen)
Guam'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Guam
'12 238 0.8 5.5 11.9 12.1 22.2 24.5 22.4 0.6 5.6 7.2
'11 251 2.0 4.5 12.5 12.7 14.6 22.2 31.3 0.2 5.6 7.5
'12 238 2.0 8.2 25.8 26.1 22.4 12.2 2.8 0.6 2.4 2.6
'11 251 2.9 6.3 20.0 23.1 23.3 19.3 5.0 0.2 2.6 3.2
'12 238 17.5 8.1 24.5 18.3 13.0 11.0 5.8 1.7 2.6 2.5
'11 251 17.1 7.7 20.6 17.3 11.6 18.8 6.6 0.2 2.7 3.0Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Guam
'12
(n=5076) (n=293)
1 To shop 46.0 58.5
2 To relax and rest 32.5 55.6
3 To eat good food 50.3 42.0
4 To escape from the routine 25.0 33.7
5 To engage in sports 7.7 28.3
6 To create memories 23.2 27.9
7 To enjoy nature 20.7 25.0
8 Just to try getting to a foreign country 15.3 21.7
9 To visit famous sites and historic spots 49.6 18.5
10 For my children 6.3 16.4
11 Beauty treatments and massages 15.2 7.6
12 To stay at luxury hotels 9.8 7.5
13 To see stimulation 11.4 7.1
14 To broaden my horizons/perspective 16.9 6.4
15 To experience a different culture 20.9 5.9
16 In expectation of interactions and new encounters with local people 10.0 4.9
17 To attend a wedding ceremony 1.3 4.4
18 To have a look at Japan from overseas 5.0 4.2
19 For my parents 3.1 3.1
20 To experience places off the beaten track / adventures 4.7 3.0
21 To view art 14.1 1.9
21 To see Japanese friends and acquaintances who live there 7.2 1.9
23 To improve my language ability 4.5 1.6
24 To visit a place that is in my memories 3.3 1.2
25 To enjoy a concert / musical performance 2.8 1.1
26 To see an event held during a particular time (carnival in Rio, etc.) 1.5 0.8
27 To get a better grounding in hobbies and studies pursued 2.1 0.7
28 To view a sport event 1.7 0.6
28 To tour locations of filming 2.2 0.6
30 Working holiday 0.2 0.2
30 To visit a place that I live at before 1.6 0.2
30 To benefit my career opportunities 0.7 0.2
33 To do a home-stay / study abroad 0.9 ―
Other 5.5 2.6
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Guam'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=188) (n=293) (n=293)
1 City sightseeing / Tour to surrounding area 18.7 19.6 7.8
2 Visit famous and historic places 5.3 5.9 0.8
3 Shopping tour 4.5 2.9 1.3
4 Island tour 3.2 6.3 4.3
5 Diving and snorkeling 3.1 14.5 9.8
6 Theme park 2.8 2.0 1.4
7 Aquariums/zoos 2.6 2.5 5.9
8 Other marine sports 2.4 11.2 10.2
9 Dinner cruise 2.1 3.2 2.0
10 Pleasure cruise 1.8 9.1 3.6
10 Famous dishes 1.8 5.8 8.3
12 Viewing of theater, musicals, concert, shows, etc. 1.4 5.3 5.7
13 Riding (horseback, rafting, etc.) 0.9 0.9 1.0
14 Art museums and historic museums 0.8 ― 0.6
15 Trains 0.4 0.3 0.3
15 Car rental 0.4 8.0 5.6
17 To tour locations of filming 0.3 0.8 0.5
17 Beauty treatments, spa, massage, hot springs 0.3 1.5 6.5
17 Other event viewing 0.3 0.9 0.3
17 Night tour 0.3 1.9 3.2
17 Instruction 0.3 ― 0.2
17 Ethnic cultural experiences 0.3 0.5 1.0
23 Golfing ― 2.3 3.5
23 Skiing and snowboarding ― 0.6 0.3
23 Outdoor (fishing, climbing, etc.) ― 1.7 0.7
23 Other sports ― 3.0 1.5
23 Safari jungle tour ― 0.3 0.7
23 Sports viewing ― ― ―
23 Gambling ― 0.2 0.8
Other 0.3 1.6 0.9
Nothing 6.8 38.3 41.3
Don't know or don't remember 1.7 2.9 6.0
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation65.1
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 80
Guam
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 3.7 months prior to departure, "when started
considering" was given an average of 2.8 months prior to departure, and "when booked" was given an average of 2.3 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (80.7%) comprised
the largest percentage and was followed by "travel agency pamphlets" (41.2%) and "travel agency counter" (22.2%).
▽ In terms of means of inquiry, "web / e-mail" (54.2%) comprised the largest percentage and was followed by "visiting" (25.4%) and "by
telephone" (22.8%).
▽ In terms of means of booking, "web / e-mail" (57.4%) comprised the largest percentage and was followed by "visiting" (29.4%) and "by
telephone" (15.5%).
▽ A look at the destinations simultaneously considered by those who considered Guam shows that "Saipan" (40.1%) comprised the largest
percentage, followed by "Hawaii (Oahu)" (30.8%). In terms of actual destinations visited, "Guam" (55.2%) comprised the largest percentage,
followed by "Hawaii (Oahu)" (12.2%).
▽ Among the responses given as the reasons for considering, "suited my budget" (49.6%) comprised the largest percentage, followed by "suited
my date of departure, date of return, day of the week, travel period, etc." (37.4%). Among the responses given as the reason for deciding,
"suited my budget" (24.9%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (53.4%) comprised
the largest percentage and followed by "cheap" (36.6%) and "hotel location is good" (36.5%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Guam'12 Guam'11
When first thought of traveling 238 9.4 19.0 28.1 20.0 13.4 4.7 0.3 0.5 4.7 4.5 3.7 4.4
When started considering 238 4.5 11.9 27.5 23.8 17.3 9.1 2.7 0.8 2.5 3.1 2.8 2.9
When booked 238 1.6 9.3 22.9 22.8 22.6 9.8 7.6 1.7 1.7 2.4 2.3 2.2
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Tra
vel a
gency
counte
rs
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Inte
rnet
(sm
artp
hone, e
tc.)
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Mobi
le s
ites
New
spap
er
ads
Fre
e fly
ers
and
flyers
in
new
spap
ers
TV
pro
gram
s an
d com
merc
ials
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Acqu
ainta
nces
at t
rave
l
agencie
s
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Seik
yo p
amph
lets
and
counte
rs
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 14.8 11.3 18.5 9.8 10.9 4.4 3.5 1.2 4.7 1.8 2.3 1.2 1.4 2.2 0.5 0.2 1.1 3.5
Guam'12 238 80.7 41.2 22.2 14.3 12.8 6.2 5.5 5.0 3.6 2.7 2.5 2.5 2.1 1.3 1.2 0.8 0.7 0.2 0.5 2.2
0
20
40
60
80
100
Guam'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 18.9 24.3 1.0 1.2 13.0 3.5
Guam'12 238 54.2 25.4 22.8 0.7 0.4 13.6 3.3
0
25
50
75
Guam'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Guam'12 238 57.4 29.4 15.5 0.7 1.6 2.1 0.9
0
25
50
75
Guam'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 81
Guam
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Guam'12Reason for deciding Guam'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Guam'12
All
destinations/
Total '12
Guam'12
(n=4243) (n=238) (n=4243) (n=238)
Suited my budget 27.6 ◎ 49.6 8.8 ◎ 24.9
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ○ 37.4 11.0 12.8
It suited the needs of accompanying travelers, such as my children 4.8 ○ 14.5 1.5 ○ 6.7
Suited my flying time or flight from the closest airport, etc. 5.5 9.4 0.8 3.6
I just happened to discover a good travel product 9.2 7.5 3.2 4.8
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 7.0 2.2 1.4
Because I wanted to earn miles 3.4 3.4 0.5 1.0
Accompanying travelers wanted to go there 20.2 19.0 10.6 8.1
I had been there before and found that it was good 15.8 18.7 6.2 5.2
It was a location I had wanted to go to from before 21.2 × 10.6 10.3 ▲ 2.8
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 7.3 1.3 1.7
Was recommended by family members, acquaintances, friends 7.8 6.1 1.7 1.0
I was interested in a particular event, activity 5.4 5.2 3.0 3.3
Was recommended by a travel agent 1.5 3.9 0.5 ―
I was interested in a particular sightseeing spot 14.3 × 3.2 4.1 ―
I felt like going after seeing the website of the travel bureau 2.3 1.9 0.2 0.4
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 0.9 0.2 ―
I have family members, relatives, acquaintances, friends at the destination 8.6 ▲ 0.7 6.4 ▲ ―
Climate seems good 18.0 ◎ 30.2 3.0 6.6
Nature seems good 17.3 20.9 3.1 2.3
Seems safe 17.8 20.5 2.0 1.4
Prices seems cheap 19.4 ▲ 13.5 3.6 1.4
City seems good 14.9 10.1 1.8 1.6
Food seems good 18.8 ▲ 10.0 3.4 0.3
Hygienic 4.8 5.8 0.1 0.4
Hotel I want to stay at seems good 4.4 4.4 1.6 1.7
Hospitality seems good 6.0 3.9 0.5 ―
Timing of the trip seems good (best season at that destination, etc.) 6.6 2.5 1.6 0.7
Other 8.6 8.2 6.7 5.8
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40 50
Reasons for considering Guam'12
Reason for deciding Guam'12
(%)
Sample
100.0 40.1 30.8 16.1 12.7 12.3 11.9 10.9 10.4 10.1 7.9 6.5 6.3 5.8 5.8 5.6 5.5 4.7 3.8 3.6
( 432 ) ( 173 ) ( 133 ) ( 69 ) ( 55 ) ( 53 ) ( 51 ) ( 47 ) ( 45 ) ( 44 ) ( 34 ) ( 28 ) ( 27 ) ( 25 ) ( 25 ) ( 24 ) ( 24 ) ( 20 ) ( 16 ) ( 16 )
55.2 5.4 12.2 3.3 5.1 2.0 4.8 2.5 2.8 2.2 * 0.9 0.8 0.9 0.1 * ― 0.7 ― ―
( 238 ) ( 23 ) ( 53 ) ( 14 ) ( 22 ) ( 9 ) ( 21 ) ( 11 ) ( 12 ) ( 9 ) * ( 4 ) ( 4 ) ( 4 ) ( 1 ) * ( 0 ) ( 3 ) ( 0 ) ( 0 )
432 55.1 13.3 39.8 20.3 40.0 17.0 41.2 23.4 26.7 20.5 * 14.3 14.8 16.0 4.0 * ― 15.0 ― ―
Tahiti
Thailand
(other
than Thai
beaches)
Thai
beaches
(other
than
Phuket)
New
CaledoniaPhuket France Palau Hokkaido
Hong
Kong
/ Macau
Bali OkinawaCebu
IslandKorea Oceania Taiwan SingaporeGuam Saipan
Hawaii
(Oahu)
Hawaii
(other
than
Oahu)
432
Destinations simultaneously
considered by those who
considered the Guam
Destinations actually visited by
those who considered the Guam432
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Guam
Destinations actually visited by those who considered the Guam
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 82
Guam
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Guam'12
All
destinations
/Total '12
Guam'12
(n=2513) (n=188)
Price is cheap for the content 52.5 53.4
Cheap 27.6 ○ 36.6
Content/Breakdown of the price indicated is clear 20.4 23.2
Can pay by credit card 16.3 ○ 22.7
There is a lot of free time 19.8 21.3
Discounts are available for early reservations 7.0 ○ 12.9
Discounts are available for children 1.7 ○ 7.7
There is city sightseeing 13.4 ▲ 7.6
Time stayed at destination is long 8.8 6.8
Includes spots I want to go to 22.3 × 4.6
There is no city sightseeing 2.7 3.3
Can visit many tourist spots 13.7 × 0.8
It is an assuring airline 22.6 17.7
There are direct flights 16.0 14.0
It is a well-known airline 9.1 7.5
Departs from nearest airport 7.7 5.3
Is a flight that meets my schedule and connecting flights 7.6 4.8
It is a Japanese airline 6.8 3.4
Accumulate mileage with the airline used/affiliated 3.9 2.9
Is a Low-Cost Carrier 1.2 2.1
Aircraft amenities (width of seats, etc.) are good 2.0 0.6
Aircraft equipment is good (new, clean) 2.1 0.3
Is not a Low-Cost Carrier 0.6 ―
Premium economy or business class or better 1.7 ―
Hotel location is good 24.5 ◎ 36.5
Hotel ambiance is nice / Grade of notoriety is high 17.5 20.4
Hotel is designated 15.6 19.5
Transportation is provided to and from hotel 12.9 15.9
Hotel facilities and services are complete 11.0 15.5
Rooms suit my needs 5.3 7.0
Checkout time is late 1.3 1.2
Check-in time is early 1.1 1.2
Travel agency is very reliable 31.5 28.9
Travel agency response is thorough 12.9 12.6
Travel agency is well known 10.6 11.8
There are local staff who speak Japanese 12.5 10.4
Travel agency has good ability to arrange and do good work 8.5 8.7
There is a backup desk at destinations 4.8 8.3
Travel agency is familiar 11.0 7.0
Travel agency is in a location easy to visit 4.1 6.7
Comes with guide 18.2 × 2.8
Travel agency is highly specialized 5.1 2.7
Can make reservations right away 6.1 8.8
All breakfasts provided 11.9 ▲ 6.8
Can increase or decrease the number of nights 2.0 3.4
All meals provided 12.3 × 2.2
Comes with famous dishes 9.2 ▲ 0.4
Possible to participate alone 2.7 0.3
Other 1.2 0.8
Nothing in particular 3.6 1.5
Items considered important
Budg
et
and
conte
nt
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 20 40 60
Items considered important Guam'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 83
Guam
●Degree of satisfaction▽ The overall degree of satisfaction was 88.8%. A look at each degree of satisfaction attribute shows that "sports
/ hands-on activities" (88.6%) comprised the largest percentage and was followed by "night life" (87.5%) and
"safety / hygiene" (87.4%).
▽ Opinions and action after travel: "I became more fond of that country/area" (45.8%) comprised the largest
percentage and was followed by "I'd like to stay longer in that country/area" (36.4%). Intention to revisit/total
was 61.4%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Guam'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=281) 88.8
(n=245) 85.2
(n=199) 88.6
(n=276) 80.5
(n=270) 82.1
(n=101) 83.0
(n=281) 83.5
(n=281) 87.4
(n=155) 87.5
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
22.8
21.1
23.5
20.2
18.8
26.7
28.6
24.2
1.2
3.0
5.5
3.3
3.1
9.4
5.2
3.4
10.0
11.8
8.8
14.0
14.7
13.9
7.1
7.3
9.163.3
58.8
56.7
64.2
61.9
57.1
67.5
62.4
70.1% 18.7
2.6
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I'd like to stay
longer in that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
more luxurious
travel in that
country/area
I made (would
like to make)
an album with
printed out
images
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 42.5 46.5 46.7 36.7 17.2 13.6 26.0 20.9 10.9 7.2 9.4 74.0
Guam'12 281 45.8 36.4 33.3 25.3 21.1 18.8 15.8 10.9 10.7 9.3 3.9 14.7 61.4
0
20
40
60
Guam'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Saipan'12 (n=53)
Saipan'11 (n=64)
69.5
80.0
40.8
30.5
20.0
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Saipan'12 (n=64) 6.0
Saipan'11 (n=76) 4.7
18.1 15.7 10.2 11.8 13.9 11.0 4.614.7%
10.1
15.5
32.8
39.1
27.4
32.2 6.8
15.0
4.0
5.8 2.6
1.1
5.3
-
1.0
1.3
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Saipan '12 (n=64)
Saipan '11 (n=76)
6.2
6.1
12.7
16.1
14.8
17.1
21.3
21.4
18.3
12.9
7.9
17.3
11.0
13.1
18.3
8.1
12.9
4.8
18.3
11.0
6.8% 9.9 11.7
2.1
84
Saipan
●Profile▽ Sex and age: "male 50 yrs or older" (21.4%) comprised the largest percentage and was followed by "male 40-
49 yrs" (14.8%).
▽ Incidence of first visit: 53.0%.
▽ Number of trips overseas thus far: average of 12.4 times.
●Travel Outline▽ Travel expenses: average of 104,000 yen.
▽ Incidence of package tour use: 69.5%.
▽ Number of days traveled: average of 6.0 days.
▽ Accompanying travelers: "married couple travel" (24.8%) comprised the largest percentage and was followed
by "Family travel (with children)" (22.3%).
▽ In terms of purposes of travel, "to relax and rest" (58.8%) comprised the largest percentage and was followed
by "to engage in sports" (42.5%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (8.2%) and "Island tour"
(8.2%) comprised the largest percentage and was followed by "Pleasure cruise" (8.0%).
▽ Total expenditures at destination: average of 171,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Saipan '12 (n=64)
Saipan '11 (n=76) 52.6
53.0
45.7%
47.4
47.0
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Saipan '12 (n=64) 12.4
Saipan '11 (n=76) 12.0
8.3
1.7
8.1
17.5
23.3
28.4
10.7
4.8
13.7
55.5
55.5
41.8
4.9%
14.3
11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Saipan'12 (n=53) 10.4
Saipan'11 (n=64) 9.0
Average
(tens of
1000s of
yen)
26.6 17.6
28.6
11.9 14.6
2.8
6.8 5.517.1%
13.1
13.8
37.0
45.5
39.3 4.6
6.9 5.2
-
-
3.3
-
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 85
Saipan
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Saipan
'12
(n=5076) (n=64)
Married couple travel 25.6 24.8
Family travel (with children) 13.9 22.3
Travel alone 13.1 12.7
With friends (3 or more) 12.0 16.0
With friend (alone) 11.6 7.6
Family travel (with parents) 6.7 1.0
Couple travel 4.8 6.9
Honeymoon 3.5 1.8
Family travel (3 generations) 2.6 4.4
Other 6.1 2.5
0 10 20 30
All destinations/Total '12 Saipan'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Saipan'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Saipan
'12 53 13.2 14.1 7.9 18.1 19.4 2.8 23.0 1.6 19.1 17.1
'11 64 20.1 22.6 6.9 24.1 12.7 1.3 12.3 ― 15.0 12.6
(%)
Average
(in 10s of 1000s of yen)
Saipan'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Saipan
'12 53 1.9 13.2 25.2 19.4 14.3 9.3 15.1 1.6 5.6 4.9
'11 64 4.7 13.7 25.0 18.3 10.7 13.0 14.7 ― 5.6 5.2
'12 53 9.0 3.9 30.9 26.0 21.5 7.2 ― 1.6 2.4 2.0
'11 64 0.8 14.4 17.8 28.6 24.8 12.3 1.3 ― 2.6 2.5
'12 53 10.3 3.3 22.1 20.8 21.9 10.9 9.2 1.6 2.6 3.2
'11 64 12.2 1.6 24.1 23.5 17.1 16.1 5.4 ― 2.7 2.8Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Saipan
'12
(n=5076) (n=64)
1 To relax and rest 32.5 58.8
2 To engage in sports 7.7 42.5
3 To enjoy nature 20.7 33.3
4 To escape from the routine 25.0 32.3
5 To create memories 23.2 28.1
6 To shop 46.0 27.3
7 To eat good food 50.3 25.7
8 To visit famous sites and historic spots 49.6 23.3
9 Just to try getting to a foreign country 15.3 19.3
10 Beauty treatments and massages 15.2 10.7
11 For my children 6.3 9.8
12 To see Japanese friends and acquaintances who live there 7.2 9.6
13 To see stimulation 11.4 8.2
14 To experience a different culture 20.9 8.0
15 To tour locations of filming 2.2 6.2
16 In expectation of interactions and new encounters with local people 10.0 6.1
17 To visit a place that is in my memories 3.3 4.4
17 To get a better grounding in hobbies and studies pursued 2.1 4.4
19 To broaden my horizons/perspective 16.9 4.1
20 To view art 14.1 3.6
21 To improve my language ability 4.5 3.3
22 To have a look at Japan from overseas 5.0 2.5
23 To stay at luxury hotels 9.8 0.9
23 For my parents 3.1 0.9
25 To experience places off the beaten track / adventures 4.7 ―
25 To view a sport event 1.7 ―
25 To enjoy a concert / musical performance 2.8 ―
25 To do a home-stay / study abroad 0.9 ―
25 Working holiday 0.2 ―
25 To see an event held during a particular time (carnival in Rio, etc.) 1.5 ―
25 To visit a place that I live at before 1.6 ―
25 To attend a wedding ceremony 1.3 ―
25 To benefit my career opportunities 0.7 ―
Other 5.5 4.6
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Saipan'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=37) (n=64) (n=64)
1 City sightseeing / Tour to surrounding area 8.2 22.0 10.5
1 Island tour 8.2 14.4 16.6
3 Pleasure cruise 8.0 6.6 4.2
4 Diving and snorkeling 4.1 23.2 13.0
5 Other marine sports 4.0 5.9 16.8
6 Car rental 2.2 3.2 5.7
7 Visit famous and historic places 1.7 4.6 5.3
7 Riding (horseback, rafting, etc.) 1.7 0.9 1.3
7 Safari jungle tour 1.7 ― ―
7 Night tour 1.7 0.9 4.8
11 Theme park ― 0.9 ―
11 Art museums and historic museums ― ― 3.6
11 Aquariums/zoos ― ― ―
11 Shopping tour ― 3.6 2.8
11 To tour locations of filming ― 0.9 ―
11 Famous dishes ― 5.9 8.9
11 Dinner cruise ― 0.9 1.5
11 Beauty treatments, spa, massage, hot springs ― 1.8 16.1
11 Golfing ― 6.4 4.3
11 Skiing and snowboarding ― 2.7 ―
11 Outdoor (fishing, climbing, etc.) ― 0.9 ―
11 Other sports ― ― ―
11 Viewing of theater, musicals, concert, shows, etc. ― ― 3.7
11 Sports viewing ― ― ―
11 Other event viewing ― ― ―
11 Gambling ― 4.8 3.6
11 Instruction ― ― ―
11 Ethnic cultural experiences ― ― ―
11 Trains ― ― ―
Other ― ― 1.0
Nothing 2.6 33.8 26.7
Don't know or don't remember ― 3.4 3.5
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation80.9
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 86
Saipan
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 3.2 months prior to departure, "when started
considering" was given an average of 2.9 months prior to departure, and "when booked" was given an average of 2.4 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (70.8%) comprised
the largest percentage and was followed by "travel agency pamphlets" (27.6%) and "travel agency counter" (16.0%).
▽ In terms of means of inquiry, "web / e-mail" (51.0%) comprised the largest percentage and was followed by "visiting" (17.5%) and "by
telephone" (16.4%).
▽ In terms of means of booking, "web / e-mail" (57.6%) comprised the largest percentage and was followed by "visiting" (27.6%) and "by
telephone" (10.2%).
▽ A look at the destinations simultaneously considered by those who considered Saipan shows that "Guam" (79.4%) comprised the largest
percentage, followed by "Hawaii (Oahu)" (32.9%). In terms of actual destinations visited, "Guam" (37.0%) comprised the largest percentage,
followed by "Saipan" (24.1%).
▽ Among the responses given as the reasons for considering, "suited my budget" (47.1%) comprised the largest percentage, followed by "suited
my date of departure, date of return, day of the week, travel period, etc." (40.8%). Among the responses given as the reason for deciding,
"suited my date of departure, date of return, day of the week, travel period, etc." (21.1%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (52.3%) comprised
the largest percentage and followed by "cheap" (42.9%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Saipan'12 Saipan'11
When first thought of traveling 53 4.5 19.8 24.5 18.4 16.7 1.6 4.0 1.9 8.7 4.5 3.2 3.9
When started considering 53 6.5 14.7 15.3 22.7 22.8 6.6 2.8 3.1 5.4 3.1 2.9 2.6
When booked 53 6.5 6.3 13.8 22.6 28.3 9.4 4.4 3.1 5.4 2.4 2.4 1.8
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Tra
vel a
gency
counte
rs
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Inte
rnet
(sm
artp
hone, e
tc.)
Acqu
ainta
nces
at t
rave
l
agencie
s
Mobi
le s
ites
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
New
spap
er
ads
Fre
e fly
ers
and
flyers
in
new
spap
ers
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
TV
pro
gram
s an
d com
merc
ials
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 14.8 11.3 10.9 3.5 9.8 18.5 4.4 1.4 1.2 2.2 4.7 1.8 0.2 1.2 2.3 0.5 1.1 3.5
Saipan'12 53 70.8 27.6 16.0 9.1 8.6 6.4 6.3 5.3 2.6 1.6 ― ― ― ― ― ― ― ― 1.8 9.4
0
20
40
60
80
100
Saipan'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 18.9 24.3 1.0 1.2 13.0 3.5
Saipan'12 53 51.0 17.5 16.4 ― 1.2 15.1 8.9
0
25
50
75
Saipan'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Saipan'12 53 57.6 27.6 10.2 ― 1.2 ― 8.9
0
25
50
75
Saipan'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Sample
100.0 79.4 32.9 16.9 14.5 13.2 13.2 12.8 11.4 10.9 10.3 10.3 9.8 9.8 8.2 7.5 7.1 6.6 5.8 5.6 5.6
( 218 ) ( 173 ) ( 72 ) ( 37 ) ( 32 ) ( 29 ) ( 29 ) ( 28 ) ( 25 ) ( 24 ) ( 23 ) ( 22 ) ( 21 ) ( 21 ) ( 18 ) ( 16 ) ( 16 ) ( 14 ) ( 13 ) ( 12 ) ( 12 )
24.1 37.0 10.5 3.9 1.5 0.7 5.9 2.9 1.3 2.6 0.3 1.9 1.3 0.6 ― 1.2 * 0.8 * 0.7 0.8
( 53 ) ( 81 ) ( 23 ) ( 8 ) ( 3 ) ( 2 ) ( 13 ) ( 6 ) ( 3 ) ( 6 ) ( 1 ) ( 4 ) ( 3 ) ( 1 ) ( 0 ) ( 3 ) * ( 2 ) * ( 2 ) ( 2 )
218 24.3 46.8 31.9 21.6 9.4 6.9 44.8 21.4 12.0 25.0 4.3 18.2 14.3 4.8 ― 18.8 * 14.3 * 16.7 16.7Rate of actual visit to country /
area considered
MaldivesSaipan GuamHawaii
(Oahu)Bali
Hawaii
(other
than
Oahu)
Palau Taiwan Singapore Oceania Korea Tahiti
Hong
Kong
/ Macau
PhuketCebu
Island
New
CaledoniaFrance Okinawa
Thailand
(other
than Thai
beaches)
Hokkaido Germany
218
Destinations simultaneously
considered by those who
considered the Saipan
Destinations actually visited by
those who considered the Saipan218
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Saipan
Destinations actually visited by those who considered the Saipan
(%)
87
Saipan
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Saipan'12Reason for deciding Saipan'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Saipan'12
All
destinations/
Total '12
Saipan'12
(n=4243) (n=53) (n=4243) (n=53)
Suited my budget 27.6 ◎ 47.1 8.8 ○ 15.2
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ○ 40.8 11.0 ◎ 21.1
I just happened to discover a good travel product 9.2 10.8 3.2 1.2
Suited my flying time or flight from the closest airport, etc. 5.5 9.7 0.8 5.0
It suited the needs of accompanying travelers, such as my children 4.8 7.2 1.5 2.8
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 6.5 2.2 ○ 9.7
Because I wanted to earn miles 3.4 3.3 0.5 ―
I was interested in a particular event, activity 5.4 ○ 15.2 3.0 ○ 8.5
Accompanying travelers wanted to go there 20.2 ▲ 13.2 10.6 ▲ 2.4
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 12.4 1.3 ―
I had been there before and found that it was good 15.8 ▲ 9.3 6.2 1.8
I felt like going after seeing the website of the travel bureau 2.3 ○ 8.8 0.2 ―
I was interested in a particular sightseeing spot 14.3 ▲ 8.5 4.1 ―
Was recommended by family members, acquaintances, friends 7.8 8.4 1.7 3.9
It was a location I had wanted to go to from before 21.2 × 5.3 10.3 ▲ 3.3
I have family members, relatives, acquaintances, friends at the destination 8.6 ▲ 2.4 6.4 2.4
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 1.9 0.2 ―
Was recommended by a travel agent 1.5 ― 0.5 ―
Nature seems good 17.3 ◎ 32.9 3.1 4.9
Climate seems good 18.0 18.2 3.0 7.8
Prices seems cheap 19.4 ▲ 10.1 3.6 ―
Seems safe 17.8 × 6.4 2.0 1.8
Hospitality seems good 6.0 5.1 0.5 1.6
Timing of the trip seems good (best season at that destination, etc.) 6.6 4.6 1.6 1.8
Food seems good 18.8 × 2.8 3.4 1.6
Hygienic 4.8 1.2 0.1 ―
Hotel I want to stay at seems good 4.4 1.2 1.6 ―
City seems good 14.9 × ― 1.8 ―
Other 8.6 4.5 6.7 3.3
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40 50
Reasons for considering Saipan'12
Reason for deciding Saipan'12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 88
Saipan
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Saipan'12
All
destinations
/Total '12
Saipan'12
(n=2513) (n=37)
Price is cheap for the content 52.5 52.3
Cheap 27.6 ◎ 42.9
Content/Breakdown of the price indicated is clear 20.4 ◎ 31.8
Can pay by credit card 16.3 ○ 26.0
Discounts are available for early reservations 7.0 ◎ 18.7
There is a lot of free time 19.8 16.1
Time stayed at destination is long 8.8 9.4
Includes spots I want to go to 22.3 × 7.4
Discounts are available for children 1.7 6.6
Can visit many tourist spots 13.7 ▲ 6.4
There is city sightseeing 13.4 ▲ 3.5
There is no city sightseeing 2.7 2.3
There are direct flights 16.0 ◎ 29.2
Is a flight that meets my schedule and connecting flights 7.6 7.4
It is an assuring airline 22.6 × 1.6
It is a well-known airline 9.1 ▲ ―
It is a Japanese airline 6.8 ▲ ―
Is a Low-Cost Carrier 1.2 ―
Is not a Low-Cost Carrier 0.6 ―
Accumulate mileage with the airline used/affiliated 3.9 ―
Aircraft equipment is good (new, clean) 2.1 ―
Aircraft amenities (width of seats, etc.) are good 2.0 ―
Departs from nearest airport 7.7 ▲ ―
Premium economy or business class or better 1.7 ―
Hotel location is good 24.5 24.1
Transportation is provided to and from hotel 12.9 ○ 18.5
Hotel facilities and services are complete 11.0 12.3
Hotel is designated 15.6 ▲ 10.4
Hotel ambiance is nice / Grade of notoriety is high 17.5 ▲ 9.8
Rooms suit my needs 5.3 6.1
Checkout time is late 1.3 ―
Check-in time is early 1.1 ―
Travel agency is very reliable 31.5 × 17.9
Travel agency is familiar 11.0 ○ 17.2
Travel agency response is thorough 12.9 11.6
There is a backup desk at destinations 4.8 9.4
Travel agency has good ability to arrange and do good work 8.5 7.8
There are local staff who speak Japanese 12.5 7.8
Travel agency is well known 10.6 6.9
Comes with guide 18.2 × 4.9
Travel agency is in a location easy to visit 4.1 4.3
Travel agency is highly specialized 5.1 2.6
Can make reservations right away 6.1 ○ 12.3
Possible to participate alone 2.7 ○ 9.0
All meals provided 12.3 ▲ 4.7
Can increase or decrease the number of nights 2.0 4.1
All breakfasts provided 11.9 ▲ 3.9
Comes with famous dishes 9.2 ▲ ―
Other 1.2 ―
Nothing in particular 3.6 5.0
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
Budg
et
and
conte
nt
Items considered important
0 20 40 60
Items considered important Saipan'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 89
Saipan
●Degree of satisfaction▽ The overall degree of satisfaction was 88.0%. A look at each degree of satisfaction attribute shows that "safety
/ hygiene" (85.2%) comprised the largest percentage and was followed by "sports / hands-on activities"
(83.7%) and "sightseeing / viewing" (82.3%).
▽ Opinions and action after travel: "I became more fond of that country/area" (47.3%) comprised the largest
percentage and was followed by "I recommended (would like to recommend) to others that country/area"
(33.5%). Intention to revisit/total was 51.5%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Saipan'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=61) 88.0
(n=50) 82.3
(n=52) 83.7
(n=60) 77.4
(n=55) 68.8
(n=36) 74.7
(n=61) 79.3
(n=61) 85.2
(n=42) 74.2
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
22.3
23.2
24.1
24.2
24.4
28.6
25.3
29.2
2.9
9.4
17.8
20.5
12.8
12.3
6.5
12.6
9.0
8.2
8.2
4.8
10.7
8.4
8.3
13.145.1
59.9
50.7
50.3
44.5
53.4
60.5
60.1
66.1% 21.9
8.0
12.5
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to stay
longer in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
traveling more
deeply in the
same area
I made (would
like to make)
an album with
printed out
images
I'd like to go to
a different area
in that
country/area
I'd like to try
more luxurious
travel in that
country/area
I collected
(would like to
collect)
information
about that
country/area
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.5 42.5 36.7 26.0 13.6 46.7 17.2 20.9 10.9 7.2 9.4 74.0
Saipan'12 61 47.3 33.5 26.9 19.1 15.9 14.3 13.2 6.1 6.0 4.1 3.4 18.0 51.5
0
20
40
60
Saipan'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Shanghai'12 (n=122)
Shanghai'11 (n=145)
61.7
65.1
40.8
38.3
34.9
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Shanghai'12 (n=150) 5.2
Shanghai'11 (n=190) 4.8
18.1 15.7 10.2 11.8 13.9 11.0 4.6
30.0
24.0
14.7%
32.1
26.7
21.1
21.7
2.2
4.0 6.8
5.2
12.4
2.1
3.3
5.3
2.0
1.1
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Shanghai '12 (n=150)
Shanghai '11 (n=190)
8.4
10.8
7.6
8.2
15.2
12.8
21.3
29.8
29.4
12.9
7.4
7.4
11.0
7.9
7.3
8.1
6.8
5.8
18.3
16.9
18.3
6.8% 9.9 11.7
90
Shanghai
●Profile▽ Sex and age: "male 50 yrs or older" (29.8%) comprised the largest percentage and was followed by "female 50
yrs or older" (16.9%).
▽ Incidence of first visit: 50.1%.
▽ Number of trips overseas thus far: average of 16.2 times.
●Travel Outline▽ Travel expenses: average of 66,000 yen.
▽ Incidence of package tour use: 61.7%.
▽ Number of days traveled: average of 5.2 days.
▽ Accompanying travelers: "married couple travel" (29.2%) comprised the largest percentage and was followed
by "with friends (3 or more)" (16.1%).
▽ In terms of purposes of travel, "to visit famous sites and historic spots" (55.9%) comprised the largest
percentage and was followed by "to eat good food" (47.4%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (68.6%) comprised the largest
percentage and was followed by "visit famous and historic places" (47.4%).
▽ Total expenditures at destination: average of 93,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Shanghai '12 (n=150)
Shanghai '11 (n=190) 61.3
50.1
45.7%
38.7
49.9
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Shanghai '12 (n=150) 16.2
Shanghai '11 (n=190) 11.9
2.6
5.0 12.5
17.5
20.4
22.9
10.7
8.7
10.0
55.5
59.8
49.6
4.9%
8.4
11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Shanghai'12 (n=122) 6.6
Shanghai'11 (n=145) 10.1
Average
(tens of
1000s of
yen)
26.6 17.6
21.2
11.9 14.6 6.8 5.5
20.5
45.5
17.1%
43.3
35.2 12.6
6.1
4.9
3.6
1.2
3.1
0.7
2.1
-
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 91
Shanghai
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Shanghai
'12
(n=5076) (n=150)
Married couple travel 25.6 29.2
Family travel (with children) 13.9 10.1
Travel alone 13.1 15.7
With friends (3 or more) 12.0 16.1
With friend (alone) 11.6 9.6
Family travel (with parents) 6.7 7.9
Couple travel 4.8 4.1
Honeymoon 3.5 ―
Family travel (3 generations) 2.6 1.6
Other 6.1 5.7
0 10 20 30
All destinations/Total '12 Shanghai'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Shanghai'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Shanghai
'12 122 32.2 29.4 10.4 10.9 6.1 2.8 7.5 0.7 19.1 9.3
'11 145 40.4 27.3 5.9 11.1 3.9 3.0 8.1 0.4 15.0 8.0
(%)
Average
(in 10s of 1000s of yen)
Shanghai'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Shanghai
'12 122 14.2 9.8 33.9 17.2 14.1 5.4 4.8 0.7 5.6 2.9
'11 145 11.3 11.9 21.2 19.3 21.9 11.9 2.1 0.4 5.6 2.4
'12 122 26.7 9.5 32.6 13.5 11.1 3.2 1.3 2.1 2.4 1.4
'11 145 20.6 14.4 27.5 17.4 12.2 4.7 2.8 0.4 2.6 1.7
'12 122 15.6 16.0 30.1 20.2 11.1 3.8 2.5 0.7 2.6 1.7
'11 145 23.2 12.2 28.6 14.4 11.8 5.4 4.0 0.4 2.7 1.9Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Shanghai
'12
(n=5076) (n=150)
1 To visit famous sites and historic spots 49.6 55.9
2 To eat good food 50.3 47.4
3 To shop 46.0 33.8
4 To relax and rest 32.5 24.0
5 To experience a different culture 20.9 23.8
6 Beauty treatments and massages 15.2 20.9
7 To escape from the routine 25.0 19.7
8 To see Japanese friends and acquaintances who live there 7.2 16.1
9 Just to try getting to a foreign country 15.3 15.4
10 To create memories 23.2 14.5
11 To stay at luxury hotels 9.8 12.5
11 To broaden my horizons/perspective 16.9 12.5
13 To enjoy nature 20.7 7.7
13 In expectation of interactions and new encounters with local people 10.0 7.7
15 To view art 14.1 7.6
16 To see stimulation 11.4 5.9
17 To visit a place that I live at before 1.6 5.6
18 For my children 6.3 5.1
19 For my parents 3.1 5.0
20 To visit a place that is in my memories 3.3 3.7
21 To improve my language ability 4.5 3.6
22 To engage in sports 7.7 3.3
23 To get a better grounding in hobbies and studies pursued 2.1 2.5
24 To have a look at Japan from overseas 5.0 2.2
25 To experience places off the beaten track / adventures 4.7 1.7
26 To tour locations of filming 2.2 1.5
27 To attend a wedding ceremony 1.3 1.1
28 To do a home-stay / study abroad 0.9 0.9
29 To enjoy a concert / musical performance 2.8 0.8
30 To view a sport event 1.7 0.6
30 Working holiday 0.2 0.6
32 To see an event held during a particular time (carnival in Rio, etc.) 1.5 ―
32 To benefit my career opportunities 0.7 ―
Other 5.5 3.9
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Shanghai'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=75) (n=150) (n=150)
1 City sightseeing / Tour to surrounding area 68.6 8.8 5.1
2 Visit famous and historic places 47.4 10.4 7.7
3 Famous dishes 40.5 4.5 13.6
4 Shopping tour 29.8 2.8 2.1
5 Art museums and historic museums 28.2 1.9 4.3
6 Pleasure cruise 22.0 6.1 12.7
7 Theme park 17.0 3.4 3.0
8 To tour locations of filming 8.0 0.4 0.4
9 Night tour 4.2 3.8 2.9
10 Island tour 3.1 1.1 1.1
11 Outdoor (fishing, climbing, etc.) 2.3 ― ―
11 Trains 2.3 ― 3.4
13 Viewing of theater, musicals, concert, shows, etc. 1.9 4.6 18.8
14 Aquariums/zoos 1.1 1.8 2.1
15 Car rental 0.8 ― ―
16 Dinner cruise ― 0.4 0.5
16 Beauty treatments, spa, massage, hot springs ― 2.4 10.8
16 Golfing ― 1.8 ―
16 Diving and snorkeling ― ― ―
16 Other marine sports ― ― ―
16 Skiing and snowboarding ― ― ―
16 Riding (horseback, rafting, etc.) ― ― 0.4
16 Other sports ― ― ―
16 Safari jungle tour ― ― ―
16 Sports viewing ― ― ―
16 Other event viewing ― ― ―
16 Gambling ― 0.4 0.4
16 Instruction ― ― ―
16 Ethnic cultural experiences ― ― 0.9
Other ― 5.5 1.3
Nothing 1.9 61.0 38.8
Don't know or don't remember 0.9 5.4 5.0
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation20.8
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 92
Shanghai
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 3.2 months prior to departure, "when started
considering" was given an average of 2.3 months prior to departure, and "when booked" was given an average of 1.9 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (72.5%) yielded the
highest percentage by far, followed by "travel agency pamphlets" (21.5%) and "Feedback and introductions (word-of-mouth) of friends,
acquaintances, family members" (10.5%).
▽ In terms of means of inquiry, "web / e-mail" (60.3%) comprised the largest percentage and was followed by "by telephone" (25.2%) and
"visiting" (11.6%).
▽ In terms of means of booking, "web / e-mail" (70.7%) comprised the largest percentage and was followed by "by telephone" (17.7%) and
"visiting" (12.9%).
▽ A look at the destinations simultaneously considered by those who considered Shanghai shows that "Hong Kong / Macau" (34.4%) comprised
the largest percentage, followed by "Beijing" (32.7%) and "Taiwan" (32.1%). In terms of actual destinations visited, "Shanghai" (54.7%)
comprised the largest percentage, followed by "Beijing" (14.4%).
▽ Among the responses given as the reasons for considering, "suited my budget" (39.5%) comprised the largest percentage, followed by "suited
my date of departure, date of return, day of the week, travel period, etc." (34.9%). Among the responses given as the reason for deciding,
"suited my budget" (16.6%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (62.2%) comprised
the largest percentage and followed by "cheap" (46.4%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Shanghai'12 Shanghai'11
When first thought of traveling 122 4.1 16.7 23.7 20.2 19.1 5.5 1.6 2.0 7.0 4.5 3.2 3.9
When started considering 122 1.2 9.5 23.4 22.5 27.4 4.7 4.0 3.4 3.9 3.1 2.3 2.3
When booked 122 1.2 3.4 16.1 26.4 32.0 9.0 5.4 3.4 3.1 2.4 1.9 1.8
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
New
spap
er
ads
Tra
vel a
gency
counte
rs
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Fre
e fly
ers
and
flyers
in
new
spap
ers
Inte
rnet
(sm
artp
hone, e
tc.)
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Mobi
le s
ites
TV
pro
gram
s an
d com
merc
ials
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Acqu
ainta
nces
at t
rave
l
agencie
s
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 9.8 10.9 18.5 4.7 14.8 11.3 1.8 4.4 2.2 1.2 1.2 2.3 3.5 0.2 1.4 0.5 1.1 3.5
Shanghai'12 122 72.5 21.5 10.5 9.2 8.8 6.3 5.4 4.6 3.0 2.3 1.9 1.9 1.4 0.5 ― ― ― ― 1.5 5.3
0
20
40
60
80
100
Shanghai'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Shanghai'12 122 60.3 25.2 11.6 0.8 1.3 8.6 3.9
0
25
50
75
Shanghai'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 15.5 21.7 0.7 1.7 0.9 2.4
Shanghai'12 122 70.7 17.7 12.9 2.2 2.2 ― 4.6
0
25
50
75
Shanghai'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 93
Shanghai
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Shanghai'12Reason for deciding Shanghai'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Shanghai'12
All
destinations/
Total '12
Shanghai'12
(n=4243) (n=122) (n=4243) (n=122)
Suited my budget 27.6 ◎ 39.5 8.8 ○ 16.6
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 34.9 11.0 14.4
I just happened to discover a good travel product 9.2 12.1 3.2 7.6
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 10.1 2.2 6.1
Suited my flying time or flight from the closest airport, etc. 5.5 4.7 0.8 1.0
Because I wanted to earn miles 3.4 4.4 0.5 0.8
It suited the needs of accompanying travelers, such as my children 4.8 3.8 1.5 ―
I have family members, relatives, acquaintances, friends at the destination 8.6 ○ 17.9 6.4 ○ 14.2
It was a location I had wanted to go to from before 21.2 ▲ 14.3 10.3 ▲ 1.3
I had been there before and found that it was good 15.8 11.1 6.2 3.2
Accompanying travelers wanted to go there 20.2 × 8.6 10.6 ▲ 4.3
Was recommended by family members, acquaintances, friends 7.8 7.6 1.7 1.4
I was interested in a particular sightseeing spot 14.3 ▲ 7.4 4.1 3.3
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 ▲ 2.6 1.3 0.7
I felt like going after seeing the website of the travel bureau 2.3 1.9 0.2 0.5
Was recommended by a travel agent 1.5 1.6 0.5 1.6
I was interested in a particular event, activity 5.4 1.3 3.0 ―
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 0.5 0.2 ―
Prices seems cheap 19.4 21.0 3.6 6.6
City seems good 14.9 12.1 1.8 3.3
Food seems good 18.8 ▲ 9.7 3.4 2.8
Climate seems good 18.0 ▲ 9.2 3.0 1.9
Nature seems good 17.3 ▲ 9.1 3.1 ―
Seems safe 17.8 × 5.3 2.0 1.2
Timing of the trip seems good (best season at that destination, etc.) 6.6 4.7 1.6 1.7
Hotel I want to stay at seems good 4.4 3.1 1.6 ―
Hygienic 4.8 2.3 0.1 ―
Hospitality seems good 6.0 ▲ ― 0.5 1.4
Other 8.6 4.9 6.7 4.5
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40
Reasons for considering Shanghai'12
Reason for deciding Shanghai'12
(%)
Sample
100.0 34.4 32.7 32.1 30.3 12.4 10.7 8.8 6.1 6.0 6.0 5.1 4.9 4.8 4.6 3.3 3.1 2.8 2.7 2.4
( 222 ) ( 76 ) ( 73 ) ( 71 ) ( 67 ) ( 27 ) ( 24 ) ( 19 ) ( 13 ) ( 13 ) ( 13 ) ( 11 ) ( 11 ) ( 11 ) ( 10 ) ( 7 ) ( 7 ) ( 6 ) ( 6 ) ( 5 )
54.7 7.8 14.4 6.9 12.6 4.2 2.2 * 1.6 1.8 * 0.3 1.4 ― 1.3 ― ― ― 0.9 0.3
( 122 ) ( 17 ) ( 32 ) ( 15 ) ( 28 ) ( 9 ) ( 5 ) * ( 4 ) ( 4 ) * ( 1 ) ( 3 ) ( 0 ) ( 3 ) ( 0 ) ( 0 ) ( 0 ) ( 2 ) ( 1 )
222 55.0 22.4 43.8 21.1 41.8 33.3 20.8 * 30.8 30.8 * 9.1 27.3 ― 30.0 ― ― ― 33.3 20.0
Saipan Turkey UK CambodiaHawaii
(Oahu)Bali Guam
Hawaii
(other
than
Oahu)
Thailand
(other
than Thai
beaches)
Vietnam Hokkaido OceaniaKorea
Other
China
(exc.
Hong
Kong and
Macau)
Singapore OkinawaShanghai
Hong
Kong
/ Macau
Beijing Taiwan
222
Destinations simultaneously
considered by those who
considered the Shanghai
Destinations actually visited by
those who considered the
Shanghai
222
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Shanghai
Destinations actually visited by those who considered the Shanghai
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 94
Shanghai
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Shanghai'12
All
destinations
/Total '12
Shanghai'12
(n=2513) (n=75)
Price is cheap for the content 52.5 ○ 62.2
Cheap 27.6 ◎ 46.4
There is city sightseeing 13.4 ◎ 25.7
Can visit many tourist spots 13.7 ◎ 24.1
Can pay by credit card 16.3 17.0
Includes spots I want to go to 22.3 × 12.0
Content/Breakdown of the price indicated is clear 20.4 × 6.1
There is a lot of free time 19.8 × 4.8
Time stayed at destination is long 8.8 ▲ 2.2
Discounts are available for children 1.7 ―
Discounts are available for early reservations 7.0 ▲ ―
There is no city sightseeing 2.7 ―
It is an assuring airline 22.6 22.9
There are direct flights 16.0 16.8
It is a Japanese airline 6.8 ○ 13.7
Departs from nearest airport 7.7 7.2
Is a flight that meets my schedule and connecting flights 7.6 5.5
It is a well-known airline 9.1 4.9
Premium economy or business class or better 1.7 1.1
Aircraft equipment is good (new, clean) 2.1 0.8
Aircraft amenities (width of seats, etc.) are good 2.0 0.8
Is a Low-Cost Carrier 1.2 ―
Is not a Low-Cost Carrier 0.6 ―
Accumulate mileage with the airline used/affiliated 3.9 ―
Hotel is designated 15.6 19.3
Hotel location is good 24.5 ▲ 16.9
Hotel ambiance is nice / Grade of notoriety is high 17.5 14.8
Hotel facilities and services are complete 11.0 9.7
Transportation is provided to and from hotel 12.9 ▲ 5.0
Checkout time is late 1.3 0.8
Check-in time is early 1.1 ―
Rooms suit my needs 5.3 ▲ ―
Travel agency is very reliable 31.5 29.6
Comes with guide 18.2 14.6
Travel agency is familiar 11.0 11.9
Travel agency is well known 10.6 10.3
Travel agency has good ability to arrange and do good work 8.5 9.6
There are local staff who speak Japanese 12.5 8.7
Travel agency response is thorough 12.9 ▲ 6.7
Travel agency is in a location easy to visit 4.1 4.3
Travel agency is highly specialized 5.1 1.1
There is a backup desk at destinations 4.8 1.1
All meals provided 12.3 ◎ 35.6
All breakfasts provided 11.9 16.6
Comes with famous dishes 9.2 ○ 15.2
Can make reservations right away 6.1 8.0
Possible to participate alone 2.7 3.7
Can increase or decrease the number of nights 2.0 ―
Other 1.2 1.1
Nothing in particular 3.6 3.4
Items considered important
Budg
et
and
conte
nt
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 20 40 60 80
Items considered important Shanghai'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 95
Shanghai
●Degree of satisfaction▽ The overall degree of satisfaction was 83.4%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (86.0%) comprised the largest percentage and was followed by "relaxation / beauty
treatments and massages" (84.6%) and "sports / hands-on activities" (75.5%).
▽ Opinions and action after travel: "I'd like to go to a different area in that country/area" (36.3%) comprised the
largest percentage and was followed by "I became more fond of that country/area" (25.7%). Intention to
revisit/total was 62.1%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Shanghai'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=130) 83.4
(n=121) 86.0
(n=31) 75.5
(n=125) 68.2
(n=106) 52.1
(n=63) 84.6
(n=130) 61.9
(n=130) 60.8
(n=80) 74.8
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
31.2
33.3
26.6
17.8
39.1
39.8
41.5
41.5
6.0
2.5
5.4
10.8
22.6
2.7
25.1
29.3
13.1
10.6
11.4
19.1
21.0
25.3
12.7
13.1
9.9
12.133.3
19.4
22.0
45.5
34.3
41.6
42.2
54.8
50.8% 32.6
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I'd like to go to
a different area
in that
country/area
I became more
fond of that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
traveling more
deeply in the
same area
I'd like to stay
longer in that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to try
more luxurious
travel in that
country/area
I collected
(would like to
collect)
information
about that
country/area
I made (would
like to make)
an album with
printed out
images
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 46.7 57.0 36.7 26.0 42.5 46.5 17.2 20.9 13.6 10.9 7.2 9.4 74.0
Shanghai'12 130 36.3 25.7 25.3 19.6 16.0 14.3 11.6 10.5 9.6 8.0 5.2 23.7 62.1
0
20
40
60
Shanghai'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Beijing'12 (n=94)
Beijing'11 (n=73)
68.2
78.2
40.8
31.8
21.8
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Beijing'12 (n=110) 6.2
Beijing'11 (n=91) 5.1
18.1 15.7 10.2 11.8 13.9 11.0 4.614.7%
10.8
14.2
33.2
47.5
21.7
22.0 5.4
7.0
1.1
12.0
2.7
4.1
5.1
9.3
2.1
1.9
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Beijing '12 (n=110)
Beijing '11 (n=91)
13.0
7.9
7.4
9.8
9.5
6.6
21.3
28.1
30.5
12.9
10.1
9.9
11.0
4.6
6.7
8.1
9.3
18.3
18.0
25.9
6.8% 9.9 11.7
2.7
96
Beijing
●Profile▽ Sex and age: "male 50 yrs or older" (28.1%) comprised the largest percentage and was followed by "female 50
yrs or older" (18.0%).
▽ Incidence of first visit: 58.7%.
▽ Number of trips overseas thus far: average of 11.5 times.
●Travel Outline▽ Travel expenses: average of 68,000 yen.
▽ Incidence of package tour use: 68.2%.
▽ Number of days traveled: average of 6.2 days.
▽ Accompanying travelers: "married couple travel" (27.6%) comprised the largest percentage and was followed
by "with friends (3 or more)" (18.8%).
▽ In terms of purposes of travel, "to visit famous sites and historic spots" (76.6%) comprised the largest
percentage and was followed by "to eat good food" (32.4%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (83.0%) comprised the largest
percentage and was followed by "visit famous and historic places" (58.7%).
▽ Total expenditures at destination: average of 92,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Beijing '12 (n=110)
Beijing '11 (n=91) 77.9
58.7
45.7%
22.1
41.3
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Beijing '12 (n=110) 11.5
Beijing '11 (n=91) 11.8
7.1
5.7
7.6
11.0
17.5
17.9
21.0
10.7
15.6
18.7
55.5
51.8
43.6
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Beijing'12 (n=94) 6.8
Beijing'11 (n=73) 9.0
Average
(tens of
1000s of
yen)
26.6 17.6
10.8
11.9
7.0
14.6 6.8 5.5
16.9
46.8
17.1%
56.4
33.5 12.05.3
4.6
2.4
2.1
-
2.1
-
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
All
destinations/
Total '12
Beijing
'12
(n=5076) (n=110)
Married couple travel 25.6 27.6
Family travel (with children) 13.9 12.8
Travel alone 13.1 8.4
With friends (3 or more) 12.0 18.8
With friend (alone) 11.6 16.5
Family travel (with parents) 6.7 5.0
Couple travel 4.8 4.5
Honeymoon 3.5 0.9
Family travel (3 generations) 2.6 1.1
Other 6.1 4.4
0 10 20 30
All destinations/Total '12 Beijing'12
(%)
97
Beijing
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Beijing'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Beijing
'12 94 48.5 16.1 5.9 14.1 2.6 3.7 9.1 ― 19.1 9.2
'11 73 34.1 42.6 1.9 9.2 3.4 ― 5.2 3.5 15.0 7.5
(%)
Average
(in 10s of 1000s of yen)
Beijing'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Beijing
'12 94 14.6 22.5 27.3 16.7 8.5 3.5 5.9 0.9 5.6 2.8
'11 73 4.0 13.7 7.6 30.3 20.8 11.5 7.4 4.7 5.6 4.2
'12 94 30.4 21.9 25.8 10.3 7.5 2.2 ― 1.9 2.4 1.0
'11 73 25.3 23.9 30.3 9.3 3.3 3.3 ― 4.7 2.6 1.0
'12 94 26.6 10.1 30.1 16.2 11.4 0.6 3.0 1.9 2.6 1.6
'11 73 21.4 14.8 29.6 16.9 10.5 2.1 ― 4.7 2.7 1.3Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Beijing
'12
(n=5076) (n=110)
1 To visit famous sites and historic spots 49.6 76.6
2 To eat good food 50.3 32.4
3 To experience a different culture 20.9 22.2
4 To shop 46.0 18.7
5 To broaden my horizons/perspective 16.9 17.6
6 In expectation of interactions and new encounters with local people 10.0 14.6
7 To relax and rest 32.5 14.4
8 To create memories 23.2 14.0
9 To view art 14.1 11.9
10 To enjoy nature 20.7 10.9
11 To stay at luxury hotels 9.8 10.2
12 To see Japanese friends and acquaintances who live there 7.2 9.8
13 Just to try getting to a foreign country 15.3 8.9
13 To escape from the routine 25.0 8.9
15 Beauty treatments and massages 15.2 8.4
16 To have a look at Japan from overseas 5.0 8.3
17 To see stimulation 11.4 7.1
18 For my children 6.3 5.0
19 To experience places off the beaten track / adventures 4.7 3.3
19 To improve my language ability 4.5 3.3
21 To visit a place that is in my memories 3.3 3.2
22 To get a better grounding in hobbies and studies pursued 2.1 2.8
23 To engage in sports 7.7 2.6
24 To benefit my career opportunities 0.7 2.3
25 For my parents 3.1 1.7
26 To enjoy a concert / musical performance 2.8 1.5
27 To tour locations of filming 2.2 1.3
28 To view a sport event 1.7 0.7
29 To visit a place that I live at before 1.6 0.5
30 To do a home-stay / study abroad 0.9 ―
30 Working holiday 0.2 ―
30 To see an event held during a particular time (carnival in Rio, etc.) 1.5 ―
30 To attend a wedding ceremony 1.3 ―
Other 5.5 3.9
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Beijing'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=64) (n=110) (n=110)
1 City sightseeing / Tour to surrounding area 83.0 15.1 6.6
2 Visit famous and historic places 58.7 15.1 10.6
3 Famous dishes 51.0 5.9 9.7
4 Art museums and historic museums 33.5 2.5 3.6
5 Shopping tour 20.5 4.3 0.5
6 Aquariums/zoos 10.4 4.3 2.5
7 Viewing of theater, musicals, concert, shows, etc. 10.2 8.3 22.5
8 Theme park 5.0 2.9 1.8
9 Island tour 3.1 1.3 1.3
10 Dinner cruise 1.8 2.3 0.5
10 Beauty treatments, spa, massage, hot springs 1.8 2.9 9.3
10 Riding (horseback, rafting, etc.) 1.8 0.5 1.3
10 Other event viewing 1.8 1.0 0.5
14 Pleasure cruise 0.9 1.3 0.5
14 To tour locations of filming 0.9 1.0 3.4
14 Golfing 0.9 1.4 1.0
14 Diving and snorkeling 0.9 0.5 1.8
14 Other marine sports 0.9 0.5 1.0
14 Skiing and snowboarding 0.9 1.3 0.5
14 Outdoor (fishing, climbing, etc.) 0.9 0.5 0.5
14 Other sports 0.9 1.3 0.5
14 Safari jungle tour 0.9 1.3 0.5
14 Sports viewing 0.9 1.8 1.1
14 Gambling 0.9 1.0 1.0
14 Instruction 0.9 0.5 0.5
14 Ethnic cultural experiences 0.9 0.5 0.5
14 Trains 0.9 1.0 4.5
14 Car rental 0.9 0.5 2.1
29 Night tour ― 3.1 3.5
Other ― 2.4 1.3
Nothing ― 58.4 42.8
Don't know or don't remember ― 4.1 2.4
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation9.8
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 98
Beijing
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 3.0 months prior to departure, "when started
considering" was given an average of 2.2 months prior to departure, and "when booked" was given an average of 1.8 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (71.8%) comprised
the largest percentage and was followed by "travel agency pamphlets" (24.7%) and "information magazines sent from travel agencies and
airlines" (18.2%).
▽ In terms of means of inquiry, "web / e-mail" (53.3%) comprised the largest percentage and was followed by "by telephone" (31.9%) and
"visiting" (11.6%).
▽ In terms of means of booking, "web / e-mail" (66.1%) comprised the largest percentage and was followed by "by telephone" (19.6%) and
"visiting" (12.6%).
▽ A look at the destinations simultaneously considered by those who considered Beijing shows that , "Shanghai" (48.8%) comprised the largest
percentage, followed by "Taiwan" (28.5%). In terms of actual destinations visited, "Beijing" (63.5%) comprised the largest percentage, followed
by "Shanghai" (16.9%).
▽ Among the responses given as the reasons for considering, "suited my budget" (44.0%) comprised the largest percentage, followed by "suited
my date of departure, date of return, day of the week, travel period, etc." (38.3%). Among the responses given as the reason for deciding,
"suited my date of departure, date of return, day of the week, travel period, etc." (21.2%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (63.3%) comprised
the largest percentage and followed by "includes spots I want to go to" (33.4%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Beijing'12 Beijing'11
When first thought of traveling 94 3.9 11.4 29.3 31.1 10.8 3.2 3.5 ― 6.9 4.5 3.0 4.0
When started considering 94 0.9 5.4 28.9 24.4 26.1 2.2 5.1 1.3 5.9 3.1 2.2 2.2
When booked 94 0.9 1.1 13.1 35.6 26.6 8.0 3.7 4.3 6.8 2.4 1.8 1.7
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
New
spap
er
ads
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Tra
vel a
gency
counte
rs
Fre
e fly
ers
and
flyers
in
new
spap
ers
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Inte
rnet
(sm
artp
hone, e
tc.)
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Mobi
le s
ites
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
TV
pro
gram
s an
d com
merc
ials
Acqu
ainta
nces
at t
rave
l
agencie
s
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 10.9 4.7 18.5 9.8 14.8 1.8 11.3 1.2 3.5 4.4 2.2 1.2 0.2 2.3 1.4 0.5 1.1 3.5
Beijing'12 94 71.8 24.7 18.2 14.2 10.2 8.4 7.3 7.2 5.7 4.7 3.0 2.5 0.7 0.6 0.6 0.6 0.6 0.6 ― 4.0
0
20
40
60
80
100
Beijing'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Beijing'12 94 53.3 31.9 11.6 1.7 ― 13.5 5.9
0
25
50
75
Beijing'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 15.5 21.7 0.7 1.7 0.9 2.4
Beijing'12 94 66.1 19.6 12.6 1.7 2.7 1.5 5.9
0
25
50
75
Beijing'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 99
Beijing
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Beijing'12Reason for deciding Beijing'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Beijing'12
All
destinations/
Total '12
Beijing'12
(n=4243) (n=94) (n=4243) (n=94)
Suited my budget 27.6 ◎ 44.0 8.8 13.6
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ○ 38.3 11.0 ◎ 21.2
I just happened to discover a good travel product 9.2 ○ 15.8 3.2 ○ 12.4
It suited the needs of accompanying travelers, such as my children 4.8 6.8 1.5 0.6
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 4.5 2.2 2.1
Suited my flying time or flight from the closest airport, etc. 5.5 3.5 0.8 ―
Because I wanted to earn miles 3.4 2.0 0.5 1.0
It was a location I had wanted to go to from before 21.2 ▲ 15.6 10.3 ▲ 4.8
I was interested in a particular sightseeing spot 14.3 13.2 4.1 4.4
I have family members, relatives, acquaintances, friends at the destination 8.6 10.5 6.4 6.1
Was recommended by family members, acquaintances, friends 7.8 10.1 1.7 3.9
Accompanying travelers wanted to go there 20.2 × 7.2 10.6 5.7
I had been there before and found that it was good 15.8 ▲ 5.8 6.2 ▲ 0.9
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 5.1 1.3 ―
I was interested in a particular event, activity 5.4 4.5 3.0 1.1
Was recommended by a travel agent 1.5 2.1 0.5 1.2
I felt like going after seeing the website of the travel bureau 2.3 1.7 0.2 ―
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 0.6 0.2 ―
Prices seems cheap 19.4 20.1 3.6 5.2
Food seems good 18.8 ▲ 10.9 3.4 ―
Nature seems good 17.3 ▲ 9.9 3.1 ―
Seems safe 17.8 × 6.5 2.0 1.5
City seems good 14.9 ▲ 6.3 1.8 ―
Timing of the trip seems good (best season at that destination, etc.) 6.6 5.8 1.6 3.6
Climate seems good 18.0 × 5.5 3.0 1.8
Hotel I want to stay at seems good 4.4 3.9 1.6 1.5
Hygienic 4.8 1.5 0.1 ―
Hospitality seems good 6.0 ▲ ― 0.5 ―
Other 8.6 8.5 6.7 7.5
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40 50
Reasons for considering Beijing'12
Reason for deciding Beijing'12
(%)
Sample
100.0 48.8 28.5 25.3 24.8 19.3 10.3 7.6 7.3 5.3 5.1 4.3 4.2 4.1 3.6 3.5 3.3 3.2 2.9 2.9
( 149 ) ( 73 ) ( 42 ) ( 38 ) ( 37 ) ( 29 ) ( 15 ) ( 11 ) ( 11 ) ( 8 ) ( 8 ) ( 6 ) ( 6 ) ( 6 ) ( 5 ) ( 5 ) ( 5 ) ( 5 ) ( 4 ) ( 4 )
63.5 16.9 4.1 8.9 6.7 7.1 ― * * 1.4 ― 1.3 2.9 0.6 0.6 0.6 ― * ― *
( 94 ) ( 25 ) ( 6 ) ( 13 ) ( 10 ) ( 11 ) ( 0 ) * * ( 2 ) ( 0 ) ( 2 ) ( 4 ) ( 1 ) ( 1 ) ( 1 ) ( 0 ) * ( 0 ) *
149 63.1 34.2 14.3 34.2 27.0 37.9 ― * * 25.0 ― 33.3 66.7 16.7 20.0 20.0 ― * ― *Rate of actual visit to country /
area considered
Beijing Shanghai Taiwan Korea
Hong
Kong
/ Macau
Other
China
(exc.
Hong
Kong and
Macau)
Singapore Hokkaido Okinawa Vietnam Bali GuamHawaii
(Oahu)
Thailand
(other
than Thai
beaches)
Italy Oceania Cambodia Kyushu
Malaysia
(other
than
beach
resorts)
Kinki
149
Destinations simultaneously
considered by those who
considered the Beijing
Destinations actually visited by
those who considered the Beijing149
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Beijing
Destinations actually visited by those who considered the Beijing
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 100
Beijing
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Beijing'12
All
destinations
/Total '12
Beijing'12
(n=2513) (n=64)
Price is cheap for the content 52.5 ◎ 63.3
Includes spots I want to go to 22.3 ◎ 33.4
There is city sightseeing 13.4 ◎ 31.3
Cheap 27.6 29.2
Can pay by credit card 16.3 17.3
Can visit many tourist spots 13.7 15.7
Content/Breakdown of the price indicated is clear 20.4 ▲ 13.9
There is a lot of free time 19.8 × 6.3
Discounts are available for early reservations 7.0 4.8
Time stayed at destination is long 8.8 4.2
There is no city sightseeing 2.7 1.0
Discounts are available for children 1.7 0.9
There are direct flights 16.0 18.9
It is an assuring airline 22.6 ▲ 14.9
Departs from nearest airport 7.7 11.6
It is a Japanese airline 6.8 8.3
It is a well-known airline 9.1 5.8
Is a flight that meets my schedule and connecting flights 7.6 ▲ 2.2
Is a Low-Cost Carrier 1.2 ―
Is not a Low-Cost Carrier 0.6 ―
Accumulate mileage with the airline used/affiliated 3.9 ―
Aircraft equipment is good (new, clean) 2.1 ―
Aircraft amenities (width of seats, etc.) are good 2.0 ―
Premium economy or business class or better 1.7 ―
Hotel ambiance is nice / Grade of notoriety is high 17.5 21.0
Hotel is designated 15.6 19.9
Hotel location is good 24.5 ▲ 19.3
Transportation is provided to and from hotel 12.9 ▲ 4.0
Checkout time is late 1.3 2.2
Hotel facilities and services are complete 11.0 × 0.9
Check-in time is early 1.1 0.9
Rooms suit my needs 5.3 ▲ ―
Travel agency is very reliable 31.5 27.2
Comes with guide 18.2 ▲ 12.6
There are local staff who speak Japanese 12.5 8.3
Travel agency is familiar 11.0 8.0
Travel agency is well known 10.6 6.9
Travel agency response is thorough 12.9 ▲ 5.8
Travel agency is highly specialized 5.1 2.7
Travel agency is in a location easy to visit 4.1 1.0
Travel agency has good ability to arrange and do good work 8.5 ▲ 0.9
There is a backup desk at destinations 4.8 ―
All meals provided 12.3 ◎ 22.7
Comes with famous dishes 9.2 ○ 15.8
All breakfasts provided 11.9 10.6
Can make reservations right away 6.1 2.3
Can increase or decrease the number of nights 2.0 ―
Possible to participate alone 2.7 ―
Other 1.2 3.7
Nothing in particular 3.6 4.7
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
Budg
et
and
conte
nt
Items considered important
0 20 40 60 80
Items considered important Beijing'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 101
Beijing
●Degree of satisfaction▽ The overall degree of satisfaction was 78.2%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (86.1%) comprised the largest percentage and was followed by "relaxation / beauty
treatments and massages" (78.7%) and "Meals" (74.3%).
▽ Opinions and action after travel: "I'd like to go to a different area in that country/area" (50.4%) comprised the
largest percentage and was followed by "I'd like to try going to that country/area in a different season/period"
(22.5%). Intention to revisit/total was 61.3%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Beijing'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=102) 78.2
(n=96) 86.1
(n=30) 63.4
(n=97) 74.3
(n=79) 52.7
(n=36) 78.7
(n=102) 61.6
(n=102) 66.4
(n=50) 72.4
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
25.4
34.1
38.0
28.1
45.2
42.8
47.1
45.1
9.0
6.9
18.6
10.1
23.8
7.1
28.1
25.2
17.6
12.8
18.1
15.6
23.5
14.1
10.3
8.4
9.927.3
19.3
18.8
33.5
24.7
36.3
29.3
60.7
46.9% 31.3
7.0
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I'd like to go to
a different area
in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I became more
fond of that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to try
traveling more
deeply in the
same area
I'd like to stay
longer in that
country/area
I'd like to try
more luxurious
travel in that
country/area
I made (would
like to make)
an album with
printed out
images
I collected
(would like to
collect)
information
about that
country/area
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 46.7 36.7 57.0 46.5 26.0 42.5 17.2 13.6 20.9 10.9 7.2 9.4 74.0
Beijing'12 102 50.4 22.5 21.2 18.4 14.2 11.3 9.9 8.4 7.2 4.9 3.1 23.4 61.3
0
20
40
60
Beijing'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Other China (exc. Hong Kong and Macau)'12 (n=88)
Other China (exc. Hong Kong and Macau)'11 (n=100)
55.2
62.0
40.8
44.8
38.0
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Other China (exc. Hong Kong and Macau)'12 (n=112) 6.4
Other China (exc. Hong Kong and Macau)'11 (n=132) 5.9
18.1 15.7 10.2
7.9
11.8 13.9 11.0 4.614.7%
11.0
11.0
21.1
28.9
19.7
21.7
9.8
7.5
10.4
9.7
13.5
11.3
11.9
2.0
2.6
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Other China (exc. Hong Kong and Macau) '12 (n=112)
Other China (exc. Hong Kong and Macau) '11 (n=132)
6.1
5.8
12.4
9.2
10.2
10.5
21.3
32.3
38.2
12.9
4.5
11.0
9.0
3.3
8.1
4.0
18.3
21.4
26.2
6.8% 9.9 11.7
5.3 1.4
102
Other China (exc. Hong Kong and Macau)
●Profile▽ Sex and age: "male 50 yrs or older" (32.3%) comprised the largest percentage and was followed by "female 50
yrs or older" (21.4%).
▽ Incidence of first visit: 27.8%.
▽ Number of trips overseas thus far: average of 17.9 times.
●Travel Outline▽ Travel expenses: average of 104,000 yen.
▽ Incidence of package tour use: 55.2%.
▽ Number of days traveled: average of 6.4 days.
▽ Accompanying travelers: "married couple travel" (27.0%) comprised the largest percentage and was followed
by "travel alone" (21.4%).
▽ In terms of purposes of travel, "to visit famous sites and historic spots" (56.1%) comprised the largest
percentage and was followed by "to eat good food" (29.4%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (79.9%) comprised the largest
percentage and was followed by "visit famous and historic places" (67.0%).
▽ Total expenditures at destination: average of 96,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Other China (exc. Hong Kong and Macau) '12 (n=112)
Other China (exc. Hong Kong and Macau) '11 (n=132) 47.3
27.8
45.7%
52.7
72.2
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Other China (exc. Hong Kong and Macau) '12 (n=112) 17.9
Other China (exc. Hong Kong and Macau) '11 (n=132) 15.7
3.9
2.0
17.5
21.8
10.7
14.0
11.5
55.5
65.5
53.5
4.9%
11.2
6.5
11.4
10.1
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Other China (exc. Hong Kong and Macau)'12 (n=88) 10.4
Other China (exc. Hong Kong and Macau)'11 (n=100) 12.2
Average
(tens of
1000s of
yen)
26.6
42.7
17.6
18.9
11.9
19.2
4.5
14.6
12.7
6.8 5.5
15.2
23.0
17.1%
34.4 16.0 4.4
3.4
2.9
2.6
-
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 103
Other China (exc. Hong Kong and Macau)
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
(n=5076) (n=112)
Married couple travel 25.6 27.0
Family travel (with children) 13.9 10.5
Travel alone 13.1 21.4
With friends (3 or more) 12.0 8.5
With friend (alone) 11.6 14.1
Family travel (with parents) 6.7 8.4
Couple travel 4.8 5.0
Honeymoon 3.5 1.6
Family travel (3 generations) 2.6 0.8
Other 6.1 2.6
Other China
(exc. Hong Kong
and Macau)
'120 10 20 30
All destinations/Total '12
Other China (exc. Hong Kong and Macau)'12 (%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Other China (exc. Hong Kong and Macau)'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Other China
(exc. Hong
Kong and
Macau)
'12 88 39.3 22.9 5.2 12.8 5.1 6.4 7.4 0.9 19.1 9.6
'11 100 45.8 27.3 3.5 5.9 3.8 5.9 7.8 ― 15.0 9.1
(%)
Average
(in 10s of 1000s of yen)
Other China (exc. Hong Kong and Macau)'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Other China
(exc. Hong
Kong and
Macau)
'12 88 13.1 10.7 29.0 19.1 14.1 6.6 6.4 0.9 5.6 3.3
'11 100 14.3 14.7 26.6 22.2 11.3 5.0 5.9 ― 5.6 2.8
'12 88 26.6 13.4 30.5 19.7 5.1 3.8 ― 0.9 2.4 1.2
'11 100 35.4 15.4 25.0 11.5 3.7 3.1 4.3 1.6 2.6 1.4
'12 88 36.5 10.8 23.9 16.8 2.5 3.4 3.6 2.5 2.6 1.6
'11 100 28.2 10.1 27.7 7.1 11.2 9.0 5.2 1.6 2.7 2.4Sightseeing and activities
Total amount
Shopping
Meals
(%)
(n=5076) (n=112)
1 To visit famous sites and historic spots 49.6 56.1
2 To eat good food 50.3 29.4
3 To enjoy nature 20.7 26.0
4 To relax and rest 32.5 22.7
5 To experience a different culture 20.9 22.0
6 To broaden my horizons/perspective 16.9 18.5
7 To see Japanese friends and acquaintances who live there 7.2 16.8
8 To shop 46.0 16.4
9 To create memories 23.2 15.4
10 To escape from the routine 25.0 15.0
11 In expectation of interactions and new encounters with local people 10.0 11.7
12 Just to try getting to a foreign country 15.3 10.1
13 To experience places off the beaten track / adventures 4.7 9.4
14 Beauty treatments and massages 15.2 9.2
15 To see stimulation 11.4 9.0
16 To improve my language ability 4.5 8.6
17 To stay at luxury hotels 9.8 7.4
18 To view art 14.1 6.0
19 For my parents 3.1 3.7
20 To engage in sports 7.7 2.8
20 To have a look at Japan from overseas 5.0 2.8
22 To visit a place that is in my memories 3.3 2.5
23 To get a better grounding in hobbies and studies pursued 2.1 2.3
24 To visit a place that I live at before 1.6 1.6
24 For my children 6.3 1.6
26 To view a sport event 1.7 ―
26 To enjoy a concert / musical performance 2.8 ―
26 To tour locations of filming 2.2 ―
26 To do a home-stay / study abroad 0.9 ―
26 Working holiday 0.2 ―
26 To see an event held during a particular time (carnival in Rio, etc.) 1.5 ―
26 To attend a wedding ceremony 1.3 ―
26 To benefit my career opportunities 0.7 ―
Other 5.5 9.3
Other China
(exc. Hong
Kong and
Macau)
'12
All
destinations
/Total '12
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Other China (exc. Hong Kong and Macau)'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=49) (n=112) (n=112)
1 City sightseeing / Tour to surrounding area 79.9 12.9 5.8
2 Visit famous and historic places 67.0 10.8 5.2
3 Famous dishes 37.5 3.0 7.2
4 Shopping tour 29.2 2.4 0.7
5 Art museums and historic museums 18.6 0.8 3.2
6 Viewing of theater, musicals, concert, shows, etc. 15.6 0.8 9.7
7 Theme park 12.1 1.7 2.4
8 Outdoor (fishing, climbing, etc.) 9.0 2.4 1.5
9 Ethnic cultural experiences 8.8 1.6 0.7
10 Pleasure cruise 7.1 1.5 1.9
11 To tour locations of filming 5.2 ― ―
12 Dinner cruise 4.9 ― 1.8
13 Other event viewing 2.9 ― 0.5
14 Island tour 1.3 1.4 ―
15 Aquariums/zoos ― 0.7 0.5
15 Beauty treatments, spa, massage, hot springs ― 0.8 8.4
15 Golfing ― ― 1.5
15 Diving and snorkeling ― 0.5 ―
15 Other marine sports ― ― 1.3
15 Skiing and snowboarding ― ― ―
15 Riding (horseback, rafting, etc.) ― ― 0.7
15 Other sports ― ― ―
15 Safari jungle tour ― 0.5 ―
15 Sports viewing ― ― ―
15 Gambling ― ― ―
15 Night tour ― ― 5.8
15 Instruction ― ― ―
15 Trains ― 0.7 3.6
15 Car rental ― ― ―
Other ― 4.3 5.4
Nothing 1.7 68.4 54.8
Don't know or don't remember ― 3.4 1.8
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation6.6
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 104
Other China (exc. Hong Kong and Macau)
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 3.8 months prior to departure, "when started
considering" was given an average of 2.6 months prior to departure, and "when booked" was given an average of 1.9 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (77.7%) yielded the
highest percentage by far, followed by "travel agency pamphlets" (27.0%) and "information magazines sent from travel agencies and airlines"
(11.5%).
▽ In terms of means of inquiry, "web / e-mail" (51.9%) comprised the largest percentage and was followed by "by telephone" (30.8%) and
"visiting" (9.2%).
▽ In terms of means of booking, "web / e-mail" (64.8%) comprised the largest percentage and was followed by "by telephone" (23.9%) and
"visiting" (12.4%).
▽ A look at the destinations simultaneously considered by those who considered other China (exc. Hong Kong and Macau) shows that "Taiwan"
(25.3%) comprised the largest percentage, followed by "Hong Kong or Macau" (24.6%). In terms of actual destinations visited, "Other China
(exc. Hong Kong and Macau)" (53.5%) comprised the largest percentage, followed by "Beijing" (10.9%).
▽ Among the responses given as the reasons for considering, "suited my date of departure, date of return, day of the week, travel period, etc."
(33.8%) comprised the largest percentage, followed by "suited my budget" (29.0%). Among the responses given as the reason for deciding,
"suited my budget" (15.4%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (63.1%) comprised
the largest percentage and followed by "includes spots I want to go to" (45.1%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Other China
(exc. Hong
Kong and
Macau)'12
Other China
(exc. Hong
Kong and
Macau)'11
When first thought of traveling 88 11.6 15.9 20.7 22.2 14.8 2.1 6.5 2.0 4.1 4.5 3.8 3.6
When started considering 88 3.7 10.8 20.5 24.7 25.6 3.5 6.5 3.2 1.6 3.1 2.6 2.1
When booked 88 2.0 2.6 19.0 25.2 29.4 8.0 8.1 4.1 1.6 2.4 1.9 1.6
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
counte
rs
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
New
spap
er
ads
Inte
rnet
(sm
artp
hone, e
tc.)
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Fre
e fly
ers
and
flyers
in
new
spap
ers
TV
pro
gram
s an
d com
merc
ials
Mobi
le s
ites
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Acqu
ainta
nces
at t
rave
l
agencie
s
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 10.9 9.8 18.5 14.8 11.3 4.7 4.4 1.2 2.2 3.5 1.8 2.3 1.2 0.2 1.4 0.5 1.1 3.5
Other China (exc. Hong Kong and Macau)'12 88 77.7 27.0 11.5 10.7 10.0 6.9 5.2 4.8 4.0 3.9 3.0 1.6 1.1 1.0 ― ― ― ― ― 6.6
0
20
40
60
80
100
Other China (exc. Hong Kong and Macau)'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Other China (exc. Hong Kong and Macau)'12 88 51.9 30.8 9.2 3.0 ― 20.8 1.6
0
25
50
75
Other China (exc. Hong Kong and Macau)'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 15.5 21.7 0.7 1.7 0.9 2.4
Other China (exc. Hong Kong and Macau)'12 88 64.8 23.9 12.4 5.0 0.6 1.6 1.6
0
25
50
75
Other China (exc. Hong Kong and Macau)'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Sample
100.0 25.3 24.6 21.4 17.4 16.6 7.8 7.0 5.6 5.5 5.1 5.0 4.3 4.2 4.2 4.0 4.0 3.8 3.5 3.4
( 165 ) ( 42 ) ( 41 ) ( 35 ) ( 29 ) ( 27 ) ( 13 ) ( 12 ) ( 9 ) ( 9 ) ( 8 ) ( 8 ) ( 7 ) ( 7 ) ( 7 ) ( 7 ) ( 7 ) ( 6 ) ( 6 ) ( 6 )
53.5 9.3 9.3 6.0 10.9 8.0 2.3 ― 1.0 0.3 * * ― ― 0.5 0.6 0.3 * ― 1.6
( 88 ) ( 15 ) ( 15 ) ( 10 ) ( 18 ) ( 13 ) ( 4 ) ( 0 ) ( 2 ) ( 1 ) * * ( 0 ) ( 0 ) ( 1 ) ( 1 ) ( 1 ) * ( 0 ) ( 3 )
165 53.3 35.7 36.6 28.6 62.1 48.1 30.8 ― 22.2 11.1 * * ― ― 14.3 14.3 14.3 * ― 50.0
Other
places in
Asia
Tokyo
metropoli
tan area
SaipanMalaysian
beachesOceania
Malaysia
(other
than
beach
resorts)
Vietnam GermanyGuam France Okinawa HokkaidoBeijing Shanghai
Thailand
(other
than Thai
beaches)
Singapore
Other
China
(exc.
Hong
Kong and
Macau)
Taiwan
Hong
Kong
/ Macau
Korea
165
Destinations simultaneously
considered by those who considered
the Other China (exc. Hong Kong and
Macau)
Destinations actually visited by those
who considered the Other China (exc.
Hong Kong and Macau)
165
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Other China (exc. Hong Kong and Macau)
Destinations actually visited by those who considered the Other China (exc. Hong Kong and Macau)
(%)
Reasons for considering Other China (exc. Hong Kong and Macau)'12Reason for deciding Other China (exc. Hong Kong and Macau)'12
Reasons for considering Reason for deciding
All
destinations/
Total '12
Other China
(exc. Hong
Kong and
Macau)'12
All
destinations/
Total '12
Other China
(exc. Hong
Kong and
Macau)'12
(n=4243) (n=88) (n=4243) (n=88)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 33.8 11.0 9.3
Suited my budget 27.6 29.0 8.8 ○ 15.4
I just happened to discover a good travel product 9.2 ◎ 20.6 3.2 6.5
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 6.5 2.2 3.7
Suited my flying time or flight from the closest airport, etc. 5.5 3.8 0.8 ―
Because I wanted to earn miles 3.4 2.5 0.5 ―
It suited the needs of accompanying travelers, such as my children 4.8 1.7 1.5 ―
It was a location I had wanted to go to from before 21.2 16.3 10.3 13.3
Accompanying travelers wanted to go there 20.2 ▲ 13.0 10.6 5.9
I was interested in a particular sightseeing spot 14.3 12.4 4.1 2.6
I have family members, relatives, acquaintances, friends at the destination 8.6 8.6 6.4 9.8
Was recommended by family members, acquaintances, friends 7.8 7.5 1.7 1.7
I had been there before and found that it was good 15.8 ▲ 7.1 6.2 ▲ 0.9
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 5.9 1.3 2.0
I felt like going after seeing the website of the travel bureau 2.3 3.2 0.2 2.0
Was recommended by a travel agent 1.5 2.3 0.5 0.6
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 1.6 0.2 ―
I was interested in a particular event, activity 5.4 ▲ ― 3.0 ―
Prices seems cheap 19.4 18.1 3.6 4.4
Nature seems good 17.3 16.4 3.1 2.5
Climate seems good 18.0 ▲ 9.7 3.0 ―
Seems safe 17.8 × 6.8 2.0 ―
City seems good 14.9 ▲ 5.9 1.8 1.6
Timing of the trip seems good (best season at that destination, etc.) 6.6 5.1 1.6 4.1
Food seems good 18.8 × 4.6 3.4 1.6
Hygienic 4.8 1.6 0.1 ―
Hotel I want to stay at seems good 4.4 1.6 1.6 1.0
Hospitality seems good 6.0 ▲ 1.0 0.5 2.7
Other 8.6 12.4 6.7 8.6
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40
Reasons for considering Other China (exc. Hong Kong and Macau)'12
Reason for deciding Other China (exc. Hong Kong and Macau)'12
(%)
105
Other China (exc. Hong Kong and Macau)
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 106
Other China (exc. Hong Kong and Macau)
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Other China (exc. Hong Kong and Macau)'12
All
destinations
/Total '12
Other China
(exc. Hong
Kong and
Macau)'12
(n=2513) (n=49)
Price is cheap for the content 52.5 ◎ 63.1
Includes spots I want to go to 22.3 ◎ 45.1
Cheap 27.6 ○ 37.2
Can pay by credit card 16.3 ○ 25.6
Can visit many tourist spots 13.7 ○ 19.5
Content/Breakdown of the price indicated is clear 20.4 ▲ 14.6
There is a lot of free time 19.8 × 9.5
There is city sightseeing 13.4 ▲ 7.0
Time stayed at destination is long 8.8 5.3
There is no city sightseeing 2.7 2.0
Discounts are available for early reservations 7.0 ▲ 1.7
Discounts are available for children 1.7 ―
It is an assuring airline 22.6 ▲ 15.8
It is a Japanese airline 6.8 7.7
There are direct flights 16.0 ▲ 7.1
Is a flight that meets my schedule and connecting flights 7.6 6.3
Departs from nearest airport 7.7 4.9
It is a well-known airline 9.1 ▲ 2.0
Aircraft equipment is good (new, clean) 2.1 1.7
Aircraft amenities (width of seats, etc.) are good 2.0 1.7
Is a Low-Cost Carrier 1.2 ―
Is not a Low-Cost Carrier 0.6 ―
Accumulate mileage with the airline used/affiliated 3.9 ―
Premium economy or business class or better 1.7 ―
Hotel is designated 15.6 15.9
Hotel ambiance is nice / Grade of notoriety is high 17.5 ▲ 10.8
Hotel location is good 24.5 × 6.6
Transportation is provided to and from hotel 12.9 ▲ 3.7
Hotel facilities and services are complete 11.0 ▲ 3.7
Check-in time is early 1.1 1.7
Rooms suit my needs 5.3 1.7
Checkout time is late 1.3 ―
Travel agency is very reliable 31.5 34.6
Comes with guide 18.2 17.0
Travel agency is familiar 11.0 12.6
Travel agency response is thorough 12.9 9.5
Travel agency has good ability to arrange and do good work 8.5 7.5
Travel agency is well known 10.6 7.5
Travel agency is highly specialized 5.1 4.6
There are local staff who speak Japanese 12.5 ▲ 3.7
There is a backup desk at destinations 4.8 1.7
Travel agency is in a location easy to visit 4.1 1.7
All meals provided 12.3 ○ 20.2
Comes with famous dishes 9.2 ○ 15.3
All breakfasts provided 11.9 11.9
Can increase or decrease the number of nights 2.0 3.7
Possible to participate alone 2.7 3.5
Can make reservations right away 6.1 2.9
Other 1.2 ―
Nothing in particular 3.6 3.5
Items considered important
Budg
et
and
conte
nt
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 20 40 60 80
Items considered important Other China (exc. Hong Kong and Macau)'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 107
Other China (exc. Hong Kong and Macau)
●Degree of satisfaction▽ The overall degree of satisfaction was 84.2%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (84.9%) comprised the largest percentage and was followed by "relaxation / beauty
treatments and massages" (81.6%) and "sports / hands-on activities" (75.6%).
▽ Opinions and action after travel: "I'd like to go to a different area in that country/area" (51.2%) comprised the
largest percentage and was followed by "I'd like to try going to that country/area in a different season/period"
(35.5%). Intention to revisit/total was 66.6%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Other China (exc. Hong Kong and Macau)'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=106) 84.2
(n=96) 84.9
(n=34) 75.6
(n=101) 64.0
(n=81) 53.6
(n=35) 81.6
(n=106) 64.0
(n=106) 61.1
(n=56) 66.7
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
27.0
17.7
19.3
24.6
28.2
26.3
32.7
17.1
4.4
3.0
8.7
17.2
21.1
5.9
25.4
28.8
20.2
11.4
15.7
18.9
25.3
12.5
10.7
10.1
13.249.5
28.4
37.7
53.4
29.0
44.6
58.0
57.9
60.0% 24.2
12.1
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I'd like to go to
a different area
in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I became more
fond of that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to stay
longer in that
country/area
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album with
printed out
images
I'd like to try
more luxurious
travel in that
country/area
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 46.7 36.7 57.0 46.5 42.5 26.0 20.9 10.9 13.6 17.2 7.2 9.4 74.0
Other China (exc. Hong Kong and Macau)'12 106 51.2 35.5 33.0 25.4 21.3 14.5 12.6 10.9 10.9 6.0 3.5 17.9 66.6
0
20
40
60
Other China (exc. Hong Kong and Macau)'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Hong Kong / Macau'12 (n=176)
Hong Kong / Macau'11 (n=183)
49.3
60.4
40.8
50.7
39.6
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Hong Kong / Macau'12 (n=205) 4.4
Hong Kong / Macau'11 (n=222) 4.8
18.1 15.7 10.2 11.8 13.9 11.0 4.614.7%
24.4
29.2
40.0
38.9
22.2
17.9 3.8
6.2
1.5
4.6
4.2
1.4
0.9
2.6
1.9
0.3
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Hong Kong / Macau '12 (n=205)
Hong Kong / Macau '11 (n=222)
6.1
6.7
15.2
14.7
15.7
16.0
21.3
17.6
20.4
12.9
7.4
10.0
11.0
7.8
10.2
8.1
10.9
8.0
18.3
19.3
14.2
6.8% 9.9 11.7
108
Hong Kong / Macau
●Profile▽ Sex and age: "female 50 yrs or older" (19.3%) comprised the largest percentage and was followed by "male 50
yrs or older" (17.6%).
▽ Incidence of first visit: 37.3%.
▽ Number of trips overseas thus far: average of 18.1 times.
●Travel Outline▽ Travel expenses: average of 89,000 yen.
▽ Incidence of package tour use: 49.3%.
▽ Number of days traveled: average of 4.4 days.
▽ Accompanying travelers: "married couple travel" (26.0%) comprised the largest percentage and was followed
by "travel alone" (17.6%).
▽ In terms of purposes of travel, "to eat good food" (72.5%) comprised the largest percentage and was followed
by "to shop" (53.5%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (53.8%) comprised the largest
percentage and was followed by "famous dishes" (28.6%).
▽ Total expenditures at destination: average of 148,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Hong Kong / Macau '12 (n=205)
Hong Kong / Macau '11 (n=222) 42.6
37.3
45.7%
57.4
62.7
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Hong Kong / Macau '12 (n=205) 18.1
Hong Kong / Macau '11 (n=222) 15.9
3.9
3.3
17.5
14.7
16.5
10.7
10.2
11.4
55.5
62.3
57.5
4.9%
11.3
8.9
11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Hong Kong / Macau'12 (n=176) 8.9
Hong Kong / Macau'11 (n=183) 11.8
Average
(tens of
1000s of
yen)
26.6 17.6
20.2
11.9
15.8
14.6
7.6
6.8 5.517.1%
17.2
9.0
46.6
42.1
23.5 9.3 2.01.5
1.9
-
3.3
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 109
Hong Kong / Macau
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Hong Kong /
Macau
'12
(n=5076) (n=205)
Married couple travel 25.6 26.0
Family travel (with children) 13.9 16.3
Travel alone 13.1 17.6
With friends (3 or more) 12.0 11.1
With friend (alone) 11.6 7.8
Family travel (with parents) 6.7 7.4
Couple travel 4.8 3.2
Honeymoon 3.5 0.5
Family travel (3 generations) 2.6 3.4
Other 6.1 6.6
0 10 20 30
All destinations/Total '12 Hong Kong / Macau'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Hong Kong / Macau'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Hong Kong /
Macau
'12 176 20.6 15.6 7.3 23.4 10.4 7.4 15.3 ― 19.1 14.8
'11 183 25.0 26.7 5.7 15.1 11.5 6.9 7.7 1.4 15.0 12.2
(%)
Average
(in 10s of 1000s of yen)
Hong Kong / Macau'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Hong Kong /
Macau
'12 176 7.3 9.5 19.5 16.9 14.1 18.0 14.8 ― 5.6 5.5
'11 183 4.8 11.0 20.5 19.0 16.1 14.3 12.9 1.4 5.6 5.0
'12 176 8.5 15.4 26.4 25.0 14.9 8.0 1.8 ― 2.4 2.1
'11 183 6.1 10.3 36.8 21.0 11.2 11.9 1.3 1.4 2.6 2.1
'12 176 14.0 11.4 27.7 17.9 12.7 10.7 5.2 0.5 2.6 2.5
'11 183 24.1 7.3 24.3 17.4 10.6 10.3 3.6 2.4 2.7 2.1Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Hong Kong
/ Macau
'12
(n=5076) (n=205)
1 To eat good food 50.3 72.5
2 To shop 46.0 53.5
3 To visit famous sites and historic spots 49.6 44.2
4 To relax and rest 32.5 31.8
5 To escape from the routine 25.0 27.1
6 To stay at luxury hotels 9.8 21.2
7 To experience a different culture 20.9 20.8
8 Beauty treatments and massages 15.2 19.5
9 To see stimulation 11.4 18.1
10 To create memories 23.2 17.5
11 Just to try getting to a foreign country 15.3 16.2
12 To broaden my horizons/perspective 16.9 15.8
13 In expectation of interactions and new encounters with local people 10.0 8.7
14 To see Japanese friends and acquaintances who live there 7.2 6.8
15 For my children 6.3 6.3
16 To view art 14.1 5.1
17 To have a look at Japan from overseas 5.0 4.6
18 To improve my language ability 4.5 4.5
19 To enjoy a concert / musical performance 2.8 4.1
20 To visit a place that is in my memories 3.3 4.0
21 To enjoy nature 20.7 3.6
21 For my parents 3.1 3.6
23 To get a better grounding in hobbies and studies pursued 2.1 2.6
24 To engage in sports 7.7 2.2
25 To visit a place that I live at before 1.6 1.8
26 To see an event held during a particular time (carnival in Rio, etc.) 1.5 1.4
27 To tour locations of filming 2.2 1.2
28 To view a sport event 1.7 1.1
29 To benefit my career opportunities 0.7 0.5
30 To experience places off the beaten track / adventures 4.7 0.3
30 To attend a wedding ceremony 1.3 0.3
32 To do a home-stay / study abroad 0.9 ―
32 Working holiday 0.2 ―
Other 5.5 7.3
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Hong Kong / Macau'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=87) (n=205) (n=205)
1 City sightseeing / Tour to surrounding area 53.8 11.9 3.5
2 Famous dishes 28.6 7.2 9.0
3 Visit famous and historic places 25.7 4.1 4.1
4 Shopping tour 23.0 2.5 1.8
5 Island tour 10.4 1.2 2.4
6 Pleasure cruise 8.4 2.2 2.3
7 Gambling 7.6 1.2 7.7
7 Night tour 7.6 5.8 4.6
9 Art museums and historic museums 7.0 1.3 2.6
10 Dinner cruise 6.0 2.9 ―
11 Theme park 5.1 4.0 3.1
12 Viewing of theater, musicals, concert, shows, etc. 3.8 5.6 3.4
13 Trains 2.8 ― 2.5
14 Aquariums/zoos 2.0 0.8 0.5
15 To tour locations of filming 1.9 0.4 0.8
15 Other event viewing 1.9 ― ―
17 Riding (horseback, rafting, etc.) 1.6 0.3 0.3
18 Beauty treatments, spa, massage, hot springs 1.0 2.7 10.5
19 Diving and snorkeling 0.7 0.6 ―
19 Other marine sports 0.7 ― 0.3
19 Outdoor (fishing, climbing, etc.) 0.7 ― ―
19 Sports viewing 0.7 0.3 0.8
23 Golfing ― ― ―
23 Skiing and snowboarding ― ― ―
23 Other sports ― ― ―
23 Safari jungle tour ― ― ―
23 Instruction ― 0.7 ―
23 Ethnic cultural experiences ― ― ―
23 Car rental ― ― ―
Other ― 2.9 5.6
Nothing ― 60.9 57.1
Don't know or don't remember 1.6 3.7 1.5
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation36.4
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 110
Hong Kong / Macau
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 3.7 months prior to departure, "when started
considering" was given an average of 2.8 months prior to departure, and "when booked" was given an average of 2.3 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (82.8%) yielded the
highest percentage by far, followed by "travel agency pamphlets" (25.0%) and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (21.4%).
▽ In terms of means of inquiry, "web / e-mail" (65.7%) comprised the largest percentage and was followed by "by telephone" (21.3%) and
"visiting" (13.0%).
▽ In terms of means of booking, "web / e-mail" (74.5%) comprised the largest percentage and was followed by "visiting"(17.1%) and "by
telephone" (12.5%).
▽ A look at the destinations simultaneously considered by those who considered Hong Kong / Macau shows that "Taiwan" (37.6%) comprised the
largest percentage, followed by "Korea" (30.4%). In terms of actual destinations visited, "Hong Kong / Macau" (44.5%) comprised the largest
percentage, followed by "Taiwan" (14.9%) and "Korea" (13.5%).
▽ Among the responses given as the reasons for considering, "suited my date of departure, date of return, day of the week, travel period, etc."
(46.3%) comprised the largest percentage, followed by "food seems good" (34.6%). Among the responses given as the reason for deciding,
"suited my date of departure, date of return, day of the week, travel period, etc." (14.2%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content” (60.9%) comprised
the largest percentage and followed by "it is an assuring airline" (32.7%) and "hotel ambiance is nice / grade of notoriety is high" (30.6%) .
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Hong Kong /
Macau'12
Hong Kong /
Macau'11
When first thought of traveling 176 13.7 9.3 28.7 17.7 17.3 2.8 5.8 0.5 4.2 4.5 3.7 3.6
When started considering 176 5.5 10.7 23.5 24.2 17.6 8.2 7.1 1.0 2.2 3.1 2.8 2.5
When booked 176 4.7 7.1 16.3 22.6 23.3 11.9 9.0 2.8 2.3 2.4 2.3 1.9
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
counte
rs
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
New
spap
er
ads
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Inte
rnet
(sm
artp
hone, e
tc.)
Acqu
ainta
nces
at t
rave
l
agencie
s
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Fre
e fly
ers
and
flyers
in
new
spap
ers
TV
pro
gram
s an
d com
merc
ials
Mobi
le s
ites
Seik
yo p
amph
lets
and
counte
rs
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 18.5 14.8 11.3 9.8 10.9 4.7 3.5 4.4 1.4 2.2 1.2 1.8 2.3 1.2 0.5 0.2 1.1 3.5
Hong Kong / Macau'12 176 82.8 25.0 21.4 13.8 13.5 9.1 7.0 6.2 4.1 3.2 2.4 2.2 1.9 1.4 1.2 0.9 0.4 ― 1.3 2.8
0
20
40
60
80
100
Hong Kong / Macau'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Hong Kong / Macau'12 176 65.7 21.3 13.0 0.8 2.3 11.3 2.7
0
25
50
75
Hong Kong / Macau'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Hong Kong / Macau'12 176 74.5 17.1 12.5 ― 0.9 0.5 2.2
0
25
50
75
Hong Kong / Macau'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Sample
100.0 37.6 30.4 19.3 18.3 11.3 10.3 9.3 9.0 7.5 7.0 5.7 5.5 5.3 5.2 4.5 3.8 3.7 3.6 3.3
( 396 ) ( 149 ) ( 120 ) ( 76 ) ( 73 ) ( 45 ) ( 41 ) ( 37 ) ( 35 ) ( 30 ) ( 28 ) ( 22 ) ( 22 ) ( 21 ) ( 21 ) ( 18 ) ( 15 ) ( 15 ) ( 14 ) ( 13 )
44.5 14.9 13.5 5.9 3.7 4.2 3.1 3.3 3.0 * 1.8 0.2 * 1.7 ― ― 0.4 0.5 0.2 0.9
( 176 ) ( 59 ) ( 53 ) ( 23 ) ( 14 ) ( 17 ) ( 12 ) ( 13 ) ( 12 ) * ( 7 ) ( 1 ) * ( 7 ) ( 0 ) ( 0 ) ( 1 ) ( 2 ) ( 1 ) ( 3 )
396 44.4 39.6 44.2 30.3 19.2 37.8 29.3 35.1 34.3 * 25.0 4.5 * 33.3 ― ― 6.7 13.3 7.1 23.1Rate of actual visit to country /
area considered
Hong
Kong
/ Macau
Taiwan Korea Shanghai Singapore Guam
Other
China
(exc.
Hong
Kong and
Macau)
Beijing
Thailand
(other
than Thai
beaches)
OkinawaHawaii
(Oahu)Saipan Hokkaido Vietnam Bali Oceania
Hawaii
(other
than
Oahu)
Cebu
Island
Malaysian
beachesPhuket
396
Destinations simultaneously
considered by those who considered
the Hong Kong / Macau
Destinations actually visited by those
who considered the Hong Kong /
Macau
396
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Hong Kong / Macau
Destinations actually visited by those who considered the Hong Kong / Macau
(%)
111
Hong Kong / Macau
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
Of the 396 respondents who considered Hong Kong or Macau
・those who actually visited Hong Kong / those who considered Hong Kong = 156 /
365
・those who actually visited Macau / those who considered Macau = 58 / 151
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† Of those who considered Hong Kong or Macau as destinations, those who actually visited either area were counted in "Destinations actually visited."
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Hong Kong / Macau'12Reason for deciding Hong Kong / Macau'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Hong Kong /
Macau'12
All
destinations/
Total '12
Hong Kong /
Macau'12
(n=4243) (n=176) (n=4243) (n=176)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ◎ 46.3 11.0 14.2
Suited my budget 27.6 29.5 8.8 6.7
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 ○ 14.2 2.2 2.6
Suited my flying time or flight from the closest airport, etc. 5.5 ○ 11.1 0.8 1.7
I just happened to discover a good travel product 9.2 7.0 3.2 4.4
Because I wanted to earn miles 3.4 5.1 0.5 0.3
It suited the needs of accompanying travelers, such as my children 4.8 4.3 1.5 2.8
I had been there before and found that it was good 15.8 ○ 22.9 6.2 8.5
Accompanying travelers wanted to go there 20.2 20.3 10.6 8.2
It was a location I had wanted to go to from before 21.2 × 9.2 10.3 ▲ 3.0
I was interested in a particular event, activity 5.4 8.9 3.0 4.8
I was interested in a particular sightseeing spot 14.3 ▲ 7.8 4.1 3.0
I have family members, relatives, acquaintances, friends at the destination 8.6 7.0 6.4 4.9
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 6.0 1.3 0.8
Was recommended by family members, acquaintances, friends 7.8 5.7 1.7 0.5
Was recommended by a travel agent 1.5 3.4 0.5 1.5
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 1.6 0.2 0.5
I felt like going after seeing the website of the travel bureau 2.3 ― 0.2 ―
Food seems good 18.8 ◎ 34.6 3.4 ○ 12.1
Prices seems cheap 19.4 22.5 3.6 1.3
Seems safe 17.8 17.9 2.0 0.8
Climate seems good 18.0 15.6 3.0 2.2
City seems good 14.9 14.4 1.8 2.9
Hotel I want to stay at seems good 4.4 9.3 1.6 2.2
Timing of the trip seems good (best season at that destination, etc.) 6.6 7.7 1.6 1.3
Hygienic 4.8 4.8 0.1 0.5
Hospitality seems good 6.0 3.8 0.5 0.5
Nature seems good 17.3 × 2.9 3.1 ―
Other 8.6 10.7 6.7 7.8
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40 50
Reasons for considering Hong Kong / Macau'12
Reason for deciding Hong Kong / Macau'12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 112
Hong Kong / Macau
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Hong Kong / Macau'12
All
destinations
/Total '12
Hong Kong /
Macau'12
(n=2513) (n=87)
Price is cheap for the content 52.5 ○ 60.9
There is city sightseeing 13.4 ◎ 25.9
Content/Breakdown of the price indicated is clear 20.4 24.9
Includes spots I want to go to 22.3 24.8
There is a lot of free time 19.8 23.5
Cheap 27.6 ▲ 21.5
Can pay by credit card 16.3 17.5
Can visit many tourist spots 13.7 11.4
Time stayed at destination is long 8.8 10.1
There is no city sightseeing 2.7 5.7
Discounts are available for early reservations 7.0 4.7
Discounts are available for children 1.7 1.0
It is an assuring airline 22.6 ◎ 32.7
There are direct flights 16.0 17.7
Departs from nearest airport 7.7 10.3
Is a flight that meets my schedule and connecting flights 7.6 9.1
It is a well-known airline 9.1 7.4
It is a Japanese airline 6.8 7.1
Aircraft equipment is good (new, clean) 2.1 6.4
Accumulate mileage with the airline used/affiliated 3.9 4.0
Aircraft amenities (width of seats, etc.) are good 2.0 3.0
Is a Low-Cost Carrier 1.2 2.8
Premium economy or business class or better 1.7 2.6
Is not a Low-Cost Carrier 0.6 ―
Hotel ambiance is nice / Grade of notoriety is high 17.5 ◎ 30.6
Hotel location is good 24.5 23.6
Hotel is designated 15.6 ○ 21.3
Transportation is provided to and from hotel 12.9 ○ 19.1
Hotel facilities and services are complete 11.0 12.1
Rooms suit my needs 5.3 7.2
Checkout time is late 1.3 2.5
Check-in time is early 1.1 1.6
Travel agency is very reliable 31.5 28.8
Travel agency response is thorough 12.9 14.7
Comes with guide 18.2 ▲ 12.5
Travel agency is familiar 11.0 11.8
There are local staff who speak Japanese 12.5 10.4
Travel agency has good ability to arrange and do good work 8.5 7.6
Travel agency is well known 10.6 7.6
Travel agency is in a location easy to visit 4.1 2.8
Travel agency is highly specialized 5.1 2.7
There is a backup desk at destinations 4.8 0.7
All breakfasts provided 11.9 13.3
All meals provided 12.3 12.2
Comes with famous dishes 9.2 10.3
Can make reservations right away 6.1 7.4
Can increase or decrease the number of nights 2.0 1.2
Possible to participate alone 2.7 ―
Other 1.2 ―
Nothing in particular 3.6 5.1
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
Budg
et
and
conte
nt
Items considered important
0 20 40 60 80
Items considered important Hong Kong / Macau'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 113
Hong Kong / Macau
●Degree of satisfaction▽ The overall degree of satisfaction was 88.8%. A look at each degree of satisfaction attribute shows that
"relaxation / beauty treatments and massages" (89.4%) comprised the largest percentage and was followed by
"sightseeing / viewing" (87.8%) and "night life" (87.5%).
▽ Opinions and action after travel: "I became more fond of that country/area" (43.7%) comprised the largest
percentage and was followed by "I recommended (would like to recommend) to others that country/area"
(39.4%). Intention to revisit/total was 66.9%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Hong Kong / Macau'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=200) 88.8
(n=188) 87.8
(n=46) 77.0
(n=194) 85.2
(n=170) 80.4
(n=77) 89.4
(n=200) 79.4
(n=200) 84.1
(n=128) 87.5
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
19.1
16.0
15.6
16.7
25.2
30.2
31.3
25.3
2.5
4.2
8.8
5.5
4.2
4.4
12.6
8.8
5.6
8.7
8.0
14.2
9.4
15.4
6.2
8.0
7.1
6.962.1
52.8
49.2
64.2
63.6
69.6
61.0
68.6
73.9% 14.9
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to stay
longer in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I'd like to try
more luxurious
travel in that
country/area
I made (would
like to make)
an album with
printed out
images
I made (would
like to make)
an album or
movies on a
PC or the web
I wrote (would
like to write)
on a blog or
SNS
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.5 46.7 42.5 36.7 26.0 20.9 17.2 13.6 7.2 10.9 9.4 74.0
Hong Kong / Macau'12 200 43.7 39.4 33.8 32.5 29.3 25.3 21.2 19.7 7.8 7.4 6.4 15.2 66.9
0
20
40
60
Hong Kong / Macau'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Taiwan'12 (n=309)
Taiwan'11 (n=306)
65.4
67.7
40.8
34.6
32.3
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Taiwan'12 (n=371) 4.5
Taiwan'11 (n=384) 4.5
18.1 15.7 10.2 11.8 13.9 11.0 4.614.7%
26.4
28.9
43.6
40.1
16.5
18.1 4.6
4.0
2.9
4.2
2.6
1.2
2.3
3.1
0.5
1.1
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Taiwan '12 (n=371)
Taiwan '11 (n=384)
7.3
6.2
8.8
11.3
10.3
8.6
21.3
26.9
26.8
12.9
12.9
13.4
11.0
10.2
9.7
8.1
7.9
7.2
18.3
15.6
16.9
6.8% 9.9 11.7
114
Taiwan
●Profile▽ Sex and age: "male 50 yrs or older" (26.9%) comprised the largest percentage and was followed by "female 50
yrs or older" (15.6%).
▽ Incidence of first visit: 55.4%.
▽ Number of trips overseas thus far: average of 13.4 times.
●Travel Outline▽ Travel expenses: average of 68,000 yen.
▽ Incidence of package tour use: 65.4%.
▽ Number of days traveled: average of 4.5 days.
▽ Accompanying travelers: "married couple travel" (27.3%) comprised the largest percentage and was followed
by "with friend (alone)" (12.9%).
▽ In terms of purposes of travel, "to eat good food" (74.1%) comprised the largest percentage and was followed
by "to visit famous sites and historic spots" (64.8%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (56.8%) comprised the largest
percentage and was followed by "to visit famous sites and historic spots" (39.0%).
▽ Total expenditures at destination: average of 88,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Taiwan '12 (n=371)
Taiwan '11 (n=384) 51.0
55.4
45.7%
49.0
44.6
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Taiwan '12 (n=371) 13.4
Taiwan '11 (n=384) 13.5
6.4
4.5
12.0
12.8
17.5
18.1
21.2
10.7
11.3
13.0
55.5
52.2
48.6
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Taiwan'12 (n=309) 6.8
Taiwan'11 (n=306) 8.0
Average
(tens of
1000s of
yen)
26.6 17.6
17.8
11.9 14.6 6.8 5.5
15.5
34.1
17.1%
57.0
48.6 12.8
8.8
2.8
0.7
1.0
0.3
0.3
-
0.3
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 115
Taiwan
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Taiwan
'12
(n=5076) (n=371)
Married couple travel 25.6 27.3
Family travel (with children) 13.9 10.6
Travel alone 13.1 12.4
With friends (3 or more) 12.0 12.1
With friend (alone) 11.6 12.9
Family travel (with parents) 6.7 10.0
Couple travel 4.8 6.2
Honeymoon 3.5 0.3
Family travel (3 generations) 2.6 0.6
Other 6.1 7.7
0 10 20 30
All destinations/Total '12 Taiwan'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Taiwan'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Taiwan
'12 309 35.6 22.3 8.0 19.7 7.8 2.2 3.4 1.1 19.1 8.8
'11 306 34.0 30.0 12.1 14.3 6.1 1.8 1.7 ― 15.0 7.3
(%)
Average
(in 10s of 1000s of yen)
Taiwan'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Taiwan
'12 309 6.5 16.0 30.9 16.4 15.7 7.3 5.4 1.9 5.6 2.8
'11 306 6.7 11.0 25.5 19.3 18.1 15.0 4.4 ― 5.6 2.9
'12 309 11.6 20.4 34.4 22.3 6.1 3.2 0.8 1.1 2.4 1.5
'11 306 14.2 17.5 33.7 19.7 11.5 3.4 ― ― 2.6 1.4
'12 309 23.6 14.2 35.6 11.9 7.3 3.4 1.1 2.8 2.6 1.3
'11 306 25.3 18.9 29.2 11.1 9.9 4.7 0.7 0.2 2.7 1.3Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Taiwan
'12
(n=5076) (n=371)
1 To eat good food 50.3 74.1
2 To visit famous sites and historic spots 49.6 64.8
3 To shop 46.0 45.4
4 Beauty treatments and massages 15.2 28.2
5 To experience a different culture 20.9 25.2
6 To relax and rest 32.5 25.0
7 To escape from the routine 25.0 24.8
8 To broaden my horizons/perspective 16.9 21.8
9 To create memories 23.2 20.4
10 Just to try getting to a foreign country 15.3 18.1
11 To view art 14.1 15.7
12 In expectation of interactions and new encounters with local people 10.0 11.0
13 To stay at luxury hotels 9.8 10.7
14 To see stimulation 11.4 10.5
15 To enjoy nature 20.7 9.1
16 To have a look at Japan from overseas 5.0 7.1
17 For my parents 3.1 4.5
18 To see Japanese friends and acquaintances who live there 7.2 3.6
19 For my children 6.3 3.4
20 To improve my language ability 4.5 3.1
21 To tour locations of filming 2.2 2.5
22 To enjoy a concert / musical performance 2.8 2.4
23 To engage in sports 7.7 1.6
24 To visit a place that is in my memories 3.3 1.5
25 To visit a place that I live at before 1.6 1.2
26 To get a better grounding in hobbies and studies pursued 2.1 1.1
27 To see an event held during a particular time (carnival in Rio, etc.) 1.5 0.7
28 To attend a wedding ceremony 1.3 0.6
29 To experience places off the beaten track / adventures 4.7 0.2
29 To view a sport event 1.7 0.2
29 To do a home-stay / study abroad 0.9 0.2
32 Working holiday 0.2 ―
32 To benefit my career opportunities 0.7 ―
Other 5.5 5.2
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Taiwan'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=202) (n=371) (n=371)
1 City sightseeing / Tour to surrounding area 56.8 17.9 6.9
2 Visit famous and historic places 39.0 9.4 4.2
3 Art museums and historic museums 32.5 5.5 5.7
4 Famous dishes 29.4 6.5 9.7
5 Shopping tour 22.1 2.5 1.3
6 Trains 11.9 3.1 5.8
7 Night tour 6.1 1.1 3.8
8 Ethnic cultural experiences 4.1 2.5 0.9
9 To tour locations of filming 3.4 0.3 1.1
10 Theme park 2.7 0.9 ―
11 Beauty treatments, spa, massage, hot springs 2.4 4.7 14.2
11 Viewing of theater, musicals, concert, shows, etc. 2.4 2.0 2.1
13 Pleasure cruise 1.3 0.2 1.5
14 Aquariums/zoos 1.1 0.2 1.3
14 Other event viewing 1.1 0.2 0.7
16 Island tour 0.5 0.8 0.2
17 Other marine sports 0.4 ― 0.3
18 Dinner cruise ― 0.6 ―
18 Golfing ― 0.2 0.9
18 Diving and snorkeling ― ― ―
18 Skiing and snowboarding ― ― ―
18 Outdoor (fishing, climbing, etc.) ― ― ―
18 Riding (horseback, rafting, etc.) ― 0.2 ―
18 Other sports ― ― ―
18 Safari jungle tour ― ― ―
18 Sports viewing ― 0.2 0.2
18 Gambling ― 0.5 0.3
18 Instruction ― ― ―
18 Car rental ― 0.6 0.2
Other ― 3.0 3.7
Nothing 3.1 59.2 55.8
Don't know or don't remember ― 3.2 3.8
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation35.9
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 116
Taiwan
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 3.4 months prior to departure, "when started
considering" was given an average of 2.4 months prior to departure, and "when booked" was given an average of 1.9 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (80.1%) comprised
the largest percentage and was followed by "travel agency pamphlets" (33.4%) and "guidebooks ("Chikyuu no arukikata," etc.)" (16.0%).
▽ In terms of means of inquiry, "web / e-mail" (55.1%) comprised the largest percentage and was followed by "by telephone" (22.5%) and
"visiting" (17.6%).
▽ In terms of means of booking, "web / e-mail" (65.5%) comprised the largest percentage and was followed by "visiting"(19.5%) and "by
telephone" (16.7%).
▽ A look at the destinations simultaneously considered by those who considered Taiwan shows that "Korea" (39.0%) comprised the largest
percentage, followed by "Hong Kong / Macau" (26.3%). In terms of actual destinations visited, "Taiwan" (54.4%) comprised the largest
percentage, followed by "Korea" (18.9%).
▽ Among the responses given as the reasons for considering, "suited my date of departure, date of return, day of the week, travel period, etc."
(47.4%) comprised the largest percentage, followed by "suited my budget" (38.9%) and "prices seems cheap" (38.2%). Among the responses
given as the reason for deciding, "suited my date of departure, date of return, day of the week, travel period, etc." (13.8%) comprised the
largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (55.8%) comprised
the largest percentage and followed by "travel agency is very reliable" (34.8%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Taiwan'12 Taiwan'11
When first thought of traveling 309 7.8 11.8 27.0 20.8 17.5 3.4 3.2 1.7 6.8 4.5 3.4 3.4
When started considering 309 3.1 7.6 26.1 20.5 25.6 6.9 3.9 2.8 3.4 3.1 2.4 2.2
When booked 309 1.7 2.8 20.2 25.2 26.2 10.1 6.5 4.1 3.2 2.4 1.9 1.6
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Tra
vel a
gency
counte
rs
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
New
spap
er
ads
Inte
rnet
(sm
artp
hone, e
tc.)
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Fre
e fly
ers
and
flyers
in
new
spap
ers
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Mobi
le s
ites
Acqu
ainta
nces
at t
rave
l
agencie
s
TV
pro
gram
s an
d com
merc
ials
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 18.5 11.3 14.8 9.8 10.9 4.7 4.4 2.2 1.8 3.5 1.2 1.2 1.4 2.3 0.2 0.5 1.1 3.5
Taiwan'12 309 80.1 33.4 16.0 13.2 11.8 9.4 8.6 6.3 4.4 3.5 3.2 2.5 2.1 1.8 0.9 0.8 ― ― 1.9 3.5
0
20
40
60
80
100
Taiwan'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Taiwan'12 309 55.1 22.5 17.6 0.5 0.3 12.4 4.1
0
25
50
75
Taiwan'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Taiwan'12 309 65.5 19.5 16.7 ― 0.5 1.0 2.5
0
25
50
75
Taiwan'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 117
Taiwan
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Taiwan'12Reason for deciding Taiwan'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Taiwan'12
All
destinations/
Total '12
Taiwan'12
(n=4243) (n=309) (n=4243) (n=309)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ◎ 47.4 11.0 13.8
Suited my budget 27.6 ◎ 38.9 8.8 9.2
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 9.8 2.2 3.1
I just happened to discover a good travel product 9.2 7.5 3.2 2.6
Suited my flying time or flight from the closest airport, etc. 5.5 7.2 0.8 0.8
It suited the needs of accompanying travelers, such as my children 4.8 3.8 1.5 1.3
Because I wanted to earn miles 3.4 2.1 0.5 0.8
Accompanying travelers wanted to go there 20.2 23.4 10.6 10.1
It was a location I had wanted to go to from before 21.2 19.3 10.3 7.8
I had been there before and found that it was good 15.8 19.1 6.2 5.6
I was interested in a particular sightseeing spot 14.3 14.0 4.1 1.9
Was recommended by family members, acquaintances, friends 7.8 7.8 1.7 2.3
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 7.6 1.3 1.0
I have family members, relatives, acquaintances, friends at the destination 8.6 5.7 6.4 4.0
I was interested in a particular event, activity 5.4 3.3 3.0 2.5
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 3.0 0.2 0.3
I felt like going after seeing the website of the travel bureau 2.3 3.0 0.2 ―
Was recommended by a travel agent 1.5 1.5 0.5 ―
Prices seems cheap 19.4 ◎ 38.2 3.6 7.0
Food seems good 18.8 ◎ 35.2 3.4 ○ 8.8
Seems safe 17.8 ◎ 33.5 2.0 5.8
Climate seems good 18.0 19.7 3.0 2.7
City seems good 14.9 18.5 1.8 1.3
Hospitality seems good 6.0 ○ 11.9 0.5 0.3
Nature seems good 17.3 ▲ 11.5 3.1 1.6
Hygienic 4.8 7.1 0.1 ―
Timing of the trip seems good (best season at that destination, etc.) 6.6 5.5 1.6 ―
Hotel I want to stay at seems good 4.4 2.9 1.6 0.3
Other 8.6 6.7 6.7 5.0
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40 50
Reasons for considering Taiwan'12
Reason for deciding Taiwan'12
(%)
Sample
100.0 39.0 26.3 14.7 12.6 9.1 8.5 7.7 7.6 7.5 7.4 6.6 5.1 4.9 4.7 4.5 3.2 3.0 2.8 2.6 2.6
( 567 ) ( 221 ) ( 149 ) ( 83 ) ( 71 ) ( 51 ) ( 48 ) ( 44 ) ( 43 ) ( 42 ) ( 42 ) ( 38 ) ( 29 ) ( 28 ) ( 27 ) ( 26 ) ( 18 ) ( 17 ) ( 16 ) ( 15 ) ( 15 )
54.4 18.9 7.3 2.2 3.5 2.3 2.6 * 1.5 3.0 1.6 0.5 0.9 1.8 0.4 * 0.3 0.5 0.2 0.2 0.5
( 309 ) ( 107 ) ( 42 ) ( 13 ) ( 20 ) ( 13 ) ( 15 ) * ( 9 ) ( 17 ) ( 9 ) ( 3 ) ( 5 ) ( 10 ) ( 2 ) * ( 2 ) ( 3 ) ( 1 ) ( 1 ) ( 3 )
567 54.5 48.4 28.2 15.7 28.2 25.5 31.3 * 20.9 40.5 21.4 7.9 17.2 35.7 7.4 * 11.1 17.6 6.3 6.7 20.0
France
Thai
beaches
(other
than
Phuket)
Malaysia
(other
than
beach
resorts)
Cebu
IslandSaipan
Hawaii
(Oahu)Oceania Hokkaido
Thailand
(other
than Thai
beaches)
Beijing
Other
China
(exc.
Hong
Kong and
Macau)
BaliShanghai Guam Vietnam OkinawaTaiwan Korea
Hong
Kong
/ Macau
Singapore India
567
Destinations simultaneously
considered by those who
considered the Taiwan
Destinations actually visited by
those who considered the Taiwan567
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Taiwan
Destinations actually visited by those who considered the Taiwan
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 118
Taiwan
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Taiwan'12
All
destinations
/Total '12
Taiwan'12
(n=2513) (n=202)
Price is cheap for the content 52.5 55.8
Cheap 27.6 31.7
There is a lot of free time 19.8 ○ 25.0
Includes spots I want to go to 22.3 21.1
Can visit many tourist spots 13.7 ○ 19.8
Can pay by credit card 16.3 17.9
There is city sightseeing 13.4 17.3
Content/Breakdown of the price indicated is clear 20.4 17.0
Time stayed at destination is long 8.8 9.0
There is no city sightseeing 2.7 5.6
Discounts are available for early reservations 7.0 4.6
Discounts are available for children 1.7 ―
It is an assuring airline 22.6 21.3
There are direct flights 16.0 15.2
Departs from nearest airport 7.7 ○ 13.9
It is a well-known airline 9.1 9.3
It is a Japanese airline 6.8 8.2
Is a flight that meets my schedule and connecting flights 7.6 5.9
Accumulate mileage with the airline used/affiliated 3.9 2.5
Is a Low-Cost Carrier 1.2 1.4
Aircraft equipment is good (new, clean) 2.1 1.2
Aircraft amenities (width of seats, etc.) are good 2.0 1.2
Is not a Low-Cost Carrier 0.6 0.9
Premium economy or business class or better 1.7 ―
Hotel location is good 24.5 20.0
Transportation is provided to and from hotel 12.9 ○ 19.6
Hotel is designated 15.6 13.0
Hotel facilities and services are complete 11.0 11.7
Hotel ambiance is nice / Grade of notoriety is high 17.5 ▲ 10.8
Rooms suit my needs 5.3 5.1
Checkout time is late 1.3 0.8
Check-in time is early 1.1 0.3
Travel agency is very reliable 31.5 34.8
There are local staff who speak Japanese 12.5 16.4
Comes with guide 18.2 15.2
Travel agency is familiar 11.0 10.4
Travel agency response is thorough 12.9 10.1
Travel agency is well known 10.6 9.3
Travel agency has good ability to arrange and do good work 8.5 7.6
Travel agency is highly specialized 5.1 3.6
Travel agency is in a location easy to visit 4.1 2.7
There is a backup desk at destinations 4.8 2.2
All meals provided 12.3 15.7
All breakfasts provided 11.9 14.9
Comes with famous dishes 9.2 9.5
Can make reservations right away 6.1 8.8
Can increase or decrease the number of nights 2.0 4.0
Possible to participate alone 2.7 2.9
Other 1.2 0.9
Nothing in particular 3.6 3.1
Items considered important
Budg
et
and
conte
nt
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 20 40 60
Items considered important Taiwan'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 119
Taiwan
●Degree of satisfaction▽ The overall degree of satisfaction was 92.5%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (91.3%) comprised the largest percentage and was followed by "local hospitality"
(89.2%) and "night life" (88.9%).
▽ Opinions and action after travel: "I became more fond of that country/area" (67.3%) comprised the largest
percentage and was followed by "I recommended (would like to recommend) to others that country/area"
(55.6%). Intention to revisit/total was 74.3%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Taiwan'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=358) 92.5
(n=345) 91.3
(n=71) 83.5
(n=354) 85.5
(n=304) 83.6
(n=190) 85.5
(n=358) 89.2
(n=358) 86.4
(n=250) 88.9
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
18.2
25.4
14.1
17.8
21.5
27.6
27.7
24.4
0.5
0.8
6.0
2.9
4.8
4.0
4.7
8.1
3.9
10.5
11.7
11.5
10.5
6.1
5.6
7.264.5
58.7
61.6
64.0
65.9
71.4
58.2
73.1
73.5% 18.9
7.8
7.0
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to stay
longer in that
country/area
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I'd like to try
more luxurious
travel in that
country/area
I made (would
like to make)
an album with
printed out
images
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.5 46.7 36.7 42.5 26.0 20.9 17.2 13.6 10.9 7.2 9.4 74.0
Taiwan'12 358 67.3 55.6 52.9 40.3 36.8 24.6 21.9 16.5 10.6 9.6 6.5 8.9 74.3
0
20
40
60
80
Taiwan'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Korea'12 (n=708)
Korea'11 (n=619)
62.8
68.4
40.8
37.2
31.6
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Korea'12 (n=891) 3.9
Korea'11 (n=788) 3.9
18.1 15.7 10.2 11.8 13.9 11.0 4.614.7%
51.3
53.0
34.5
33.8
8.7
8.3
1.4
1.4
1.2
1.4
0.6
1.2
0.8
1.0
0.9
0.5
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Korea '12 (n=891)
Korea '11 (n=788) 34.5
34.2
45.7%
65.5
65.8
54.3
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Korea '12 (n=891)
Korea '11 (n=788)
4.6
4.8
8.4
6.5
9.4
11.2
21.3
14.9
16.6
12.9
16.4
17.9
11.0
11.8
10.5
8.1
9.6
9.5
18.3
24.9
23.0
6.8% 9.9 11.7
120
Korea
●Profile▽ Sex and age: "female 50 yrs or older" (24.9%) comprised the largest percentage and was followed by "female
18-29 yrs" (16.4%).
▽ Incidence of first visit: 34.2%.
▽ Number of trips overseas thus far: average of 13.5 times.
●Travel Outline▽ Travel expenses: average of 56,000 yen.
▽ Incidence of package tour use: 62.8%.
▽ Number of days traveled: average of 3.9 days.
▽ Accompanying travelers: "with friend (alone)" (19.9%) comprised the largest percentage and was followed by
"with friends (3 or more)" (18.7%) and "married couple travel" (17.6%).
▽ In terms of purposes of travel, "to eat good food" (75.5%) comprised the largest percentage and was followed
by "to shop" (69.3%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (28.5%) comprised the largest
percentage and was followed by "famous dishes" (19.4%).
▽ Total expenditures at destination: average of 107,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Korea '12 (n=891) 13.5
Korea '11 (n=788) 12.3
4.4
4.2
14.0
14.0
17.5
19.6
22.3
10.7
12.1
13.2
55.5
49.9
46.4
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Korea'12 (n=708) 5.6
Korea'11 (n=619) 6.4
Average
(tens of
1000s of
yen)
26.6 17.6 11.9 14.6 6.8 5.5
33.4
43.7
17.1%
52.0
48.1
9.4
6.2
3.4
1.3
0.4
1.2
0.1
0.6
-
0.1
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 121
Korea
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Korea
'12
(n=5076) (n=891)
Married couple travel 25.6 17.6
Family travel (with children) 13.9 12.0
Travel alone 13.1 9.2
With friends (3 or more) 12.0 18.7
With friend (alone) 11.6 19.9
Family travel (with parents) 6.7 8.5
Couple travel 4.8 3.6
Honeymoon 3.5 0.3
Family travel (3 generations) 2.6 3.0
Other 6.1 7.3
0 10 20 30
All destinations/Total '12 Korea'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Korea'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Korea
'12 708 21.8 23.6 11.9 20.1 9.3 5.8 6.5 1.1 19.1 10.7
'11 619 27.4 30.4 6.9 17.6 7.9 2.8 6.4 0.6 15.0 9.4
(%)
Average
(in 10s of 1000s of yen)
Korea'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Korea
'12 708 4.0 6.7 17.8 19.0 20.2 18.2 12.9 1.2 5.6 4.5
'11 619 4.2 6.6 18.4 17.3 21.3 16.6 14.3 1.3 5.6 4.7
'12 708 7.2 17.7 41.8 20.0 9.1 2.6 0.3 1.2 2.4 1.5
'11 619 7.9 15.6 40.2 18.5 12.2 3.4 1.1 1.0 2.6 1.6
'12 708 30.8 13.9 29.8 13.0 6.8 2.7 0.8 2.2 2.6 1.2
'11 619 28.6 13.8 27.3 14.6 9.6 3.0 1.8 1.1 2.7 1.4Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Korea
'12
(n=5076) (n=891)
1 To eat good food 50.3 75.5
2 To shop 46.0 69.3
3 To visit famous sites and historic spots 49.6 40.7
4 Beauty treatments and massages 15.2 29.9
5 To escape from the routine 25.0 18.6
6 To relax and rest 32.5 18.4
7 To create memories 23.2 17.9
8 To experience a different culture 20.9 17.7
9 Just to try getting to a foreign country 15.3 14.0
10 To broaden my horizons/perspective 16.9 12.1
11 To see stimulation 11.4 10.8
12 In expectation of interactions and new encounters with local people 10.0 8.1
13 To stay at luxury hotels 9.8 7.8
14 To tour locations of filming 2.2 6.1
15 To view art 14.1 6.0
16 To enjoy nature 20.7 5.2
17 To improve my language ability 4.5 4.5
18 To see Japanese friends and acquaintances who live there 7.2 3.7
19 For my parents 3.1 3.4
20 To have a look at Japan from overseas 5.0 3.2
21 To enjoy a concert / musical performance 2.8 3.0
21 For my children 6.3 3.0
23 To visit a place that is in my memories 3.3 1.3
23 To get a better grounding in hobbies and studies pursued 2.1 1.3
25 To engage in sports 7.7 1.1
26 To experience places off the beaten track / adventures 4.7 0.8
26 To view a sport event 1.7 0.8
28 To see an event held during a particular time (carnival in Rio, etc.) 1.5 0.6
29 To visit a place that I live at before 1.6 0.4
30 To benefit my career opportunities 0.7 0.3
31 To do a home-stay / study abroad 0.9 0.2
31 To attend a wedding ceremony 1.3 0.2
33 Working holiday 0.2 ―
Other 5.5 5.6
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Korea'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=445) (n=891) (n=891)
1 City sightseeing / Tour to surrounding area 28.5 10.2 5.7
2 Famous dishes 19.4 6.1 9.7
3 Visit famous and historic places 16.0 5.2 5.2
4 Shopping tour 14.9 2.4 2.4
5 To tour locations of filming 5.6 1.9 1.4
6 Gambling 4.5 1.0 2.4
7 Beauty treatments, spa, massage, hot springs 2.8 8.7 14.8
8 Viewing of theater, musicals, concert, shows, etc. 2.5 6.6 4.9
9 Art museums and historic museums 2.3 1.4 1.1
10 Theme park 1.9 0.4 1.0
10 Ethnic cultural experiences 1.9 1.4 0.8
12 Pleasure cruise 1.6 0.1 0.9
13 Island tour 1.2 0.6 0.5
13 Night tour 1.2 1.0 2.2
15 Trains 0.9 1.0 1.8
16 Aquariums/zoos 0.5 0.3 0.7
16 Other event viewing 0.5 0.4 0.5
18 Golfing 0.4 0.2 ―
19 Dinner cruise 0.2 0.5 0.1
19 Diving and snorkeling 0.2 ― ―
19 Sports viewing 0.2 0.4 0.3
22 Outdoor (fishing, climbing, etc.) 0.1 0.1 0.5
22 Car rental 0.1 0.6 0.6
24 Other marine sports ― 0.2 ―
24 Skiing and snowboarding ― 0.2 0.1
24 Riding (horseback, rafting, etc.) ― 0.2 0.1
24 Other sports ― 0.2 0.3
24 Safari jungle tour ― ― ―
24 Instruction ― 0.2 0.1
Other ― 1.9 0.9
Nothing 2.9 64.5 59.5
Don't know or don't remember 0.6 3.5 3.0
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation60.7
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 122
Korea
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 3.3 months prior to departure, "when started
considering" was given an average of 2.2 months prior to departure, and "when booked" was given an average of 1.8 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (81.9%) yielded the
highest percentage by far, followed by "travel agency pamphlets" (28.9%) and "guidebooks ("Chikyuu no arukikata," etc.)" (13.5%).
▽ In terms of means of inquiry, "web / e-mail" (51.8%) comprised the largest percentage and was followed by "by telephone" (21.1%) and
"visiting" (19.9%).
▽ In terms of means of booking, "web / e-mail" (63.4%) comprised the largest percentage and was followed by "visiting"(22.7%) and "by
telephone" (12.5%).
▽ A look at the destinations simultaneously considered by those who considered Korea shows that "Taiwan" (24.9%) comprised the largest
percentage, followed by "Hong Kong / Macau" (13.6%). In terms of actual destinations visited, "Korea" (79.9%) comprised the largest
percentage.
▽ Among the responses given as the reasons for considering, "suited my date of departure, date of return, day of the week, travel period, etc."
(39.7%) comprised the largest percentage, followed by "prices seems cheap" (37.8%) and "suited my budget" (35.6%). Among the responses
given as the reason for deciding, "accompanying travelers wanted to go there" (14.3%) comprised the largest percentage, followed by "suited
my date of departure, date of return, day of the week, travel period, etc." (13.4%).
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (49.9%) comprised
the largest percentage and followed by "cheap" (36.4%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Korea'12 Korea'11
When first thought of traveling 708 7.8 10.9 24.7 22.9 20.8 4.5 2.2 1.3 4.8 4.5 3.3 3.3
When started considering 708 2.8 5.0 20.2 26.9 29.0 8.6 3.2 1.5 2.8 3.1 2.2 2.3
When booked 708 1.5 2.4 14.7 25.3 33.1 10.8 7.4 2.6 2.2 2.4 1.8 1.8
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
counte
rs
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Inte
rnet
(sm
artp
hone, e
tc.)
New
spap
er
ads
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
TV
pro
gram
s an
d com
merc
ials
Fre
e fly
ers
and
flyers
in
new
spap
ers
Mobi
le s
ites
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Acqu
ainta
nces
at t
rave
l
agencie
s
Seik
yo p
amph
lets
and
counte
rs
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 18.5 14.8 11.3 9.8 10.9 4.4 4.7 3.5 2.2 2.3 1.8 1.2 1.2 1.4 0.5 0.2 1.1 3.5
Korea'12 708 81.9 28.9 13.5 13.1 11.8 9.9 6.3 5.5 4.2 4.0 2.9 2.1 1.8 1.0 0.7 0.4 0.2 0.1 1.1 3.2
0
20
40
60
80
100
Korea'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Korea'12 708 51.8 21.1 19.9 1.6 1.0 14.3 5.1
0
25
50
75
Korea'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Korea'12 708 63.4 22.7 12.5 1.0 2.1 0.9 2.5
0
25
50
75
Korea'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 123
Korea
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Korea'12Reason for deciding Korea'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Korea'12
All
destinations/
Total '12
Korea'12
(n=4243) (n=708) (n=4243) (n=708)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ○ 39.7 11.0 13.4
Suited my budget 27.6 ○ 35.6 8.8 11.6
I just happened to discover a good travel product 9.2 7.7 3.2 2.4
Suited my flying time or flight from the closest airport, etc. 5.5 6.6 0.8 0.6
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 5.6 2.2 1.6
It suited the needs of accompanying travelers, such as my children 4.8 4.7 1.5 1.5
Because I wanted to earn miles 3.4 1.6 0.5 0.2
Accompanying travelers wanted to go there 20.2 24.2 10.6 14.3
It was a location I had wanted to go to from before 21.2 17.4 10.3 6.7
I had been there before and found that it was good 15.8 16.8 6.2 6.7
I was interested in a particular sightseeing spot 14.3 ▲ 8.2 4.1 1.7
Was recommended by family members, acquaintances, friends 7.8 7.7 1.7 1.6
I have family members, relatives, acquaintances, friends at the destination 8.6 6.7 6.4 4.5
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 5.4 1.3 1.1
I was interested in a particular event, activity 5.4 3.0 3.0 2.2
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 1.6 0.2 0.2
Was recommended by a travel agent 1.5 1.4 0.5 0.1
I felt like going after seeing the website of the travel bureau 2.3 1.4 0.2 ―
Prices seems cheap 19.4 ◎ 37.8 3.6 7.8
Food seems good 18.8 ◎ 30.4 3.4 ○ 8.6
Seems safe 17.8 14.8 2.0 0.3
Climate seems good 18.0 × 7.5 3.0 0.4
City seems good 14.9 ▲ 5.9 1.8 0.3
Nature seems good 17.3 × 4.6 3.1 1.1
Hotel I want to stay at seems good 4.4 3.7 1.6 1.3
Hygienic 4.8 3.6 0.1 ―
Timing of the trip seems good (best season at that destination, etc.) 6.6 3.6 1.6 0.3
Hospitality seems good 6.0 3.2 0.5 ―
Other 8.6 10.0 6.7 9.3
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40 50
Reasons for considering Korea'12
Reason for deciding Korea'12
(%)
Sample
100.0 24.9 13.6 7.6 6.3 6.2 4.7 4.6 4.2 4.2 4.0 3.4 2.7 2.4 2.2 2.2 1.8 1.7 1.7 1.5
( 887 ) ( 221 ) ( 120 ) ( 67 ) ( 56 ) ( 55 ) ( 42 ) ( 41 ) ( 38 ) ( 38 ) ( 35 ) ( 30 ) ( 24 ) ( 21 ) ( 20 ) ( 19 ) ( 16 ) ( 15 ) ( 15 ) ( 13 )
79.9 7.2 3.4 2.3 0.7 1.7 * 0.9 1.5 * 0.6 0.2 0.4 0.3 0.4 0.9 ― 0.1 0.4 0.2
( 708 ) ( 64 ) ( 30 ) ( 21 ) ( 6 ) ( 15 ) * ( 8 ) ( 13 ) * ( 5 ) ( 1 ) ( 4 ) ( 3 ) ( 3 ) ( 8 ) ( 0 ) ( 1 ) ( 3 ) ( 2 )
887 79.8 29.0 25.0 31.3 10.7 27.3 * 19.5 34.2 * 14.3 3.3 16.7 14.3 15.0 42.1 ― 6.7 20.0 15.4Rate of actual visit to country /
area considered
Korea Taiwan
Hong
Kong
/ Macau
Shanghai Singapore Guam Okinawa
Thailand
(other
than Thai
beaches)
Beijing Hokkaido
Other
China
(exc.
Hong
Kong and
Macau)
Bali Saipan Oceania VietnamHawaii
(Oahu)
Malaysia
(other
than
beach
resorts)
France
Hawaii
(other
than
Oahu)
Italy
887
Destinations simultaneously
considered by those who
considered the Korea
Destinations actually visited by
those who considered the Korea887
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Korea
Destinations actually visited by those who considered the Korea
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 124
Korea
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Korea'12
All
destinations
/Total '12
Korea'12
(n=2513) (n=445)
Price is cheap for the content 52.5 49.9
Cheap 27.6 ○ 36.4
There is a lot of free time 19.8 ○ 26.0
Content/Breakdown of the price indicated is clear 20.4 20.6
Can pay by credit card 16.3 14.9
Time stayed at destination is long 8.8 9.9
Includes spots I want to go to 22.3 × 8.8
There is city sightseeing 13.4 8.7
Can visit many tourist spots 13.7 ▲ 7.0
There is no city sightseeing 2.7 4.9
Discounts are available for early reservations 7.0 2.9
Discounts are available for children 1.7 0.2
It is an assuring airline 22.6 ▲ 14.8
There are direct flights 16.0 11.8
Departs from nearest airport 7.7 9.8
Is a flight that meets my schedule and connecting flights 7.6 7.0
It is a well-known airline 9.1 6.5
It is a Japanese airline 6.8 3.4
Accumulate mileage with the airline used/affiliated 3.9 2.9
Is a Low-Cost Carrier 1.2 1.5
Aircraft equipment is good (new, clean) 2.1 0.5
Aircraft amenities (width of seats, etc.) are good 2.0 0.4
Is not a Low-Cost Carrier 0.6 ―
Premium economy or business class or better 1.7 ―
Hotel location is good 24.5 ○ 33.3
Transportation is provided to and from hotel 12.9 17.2
Hotel is designated 15.6 16.5
Hotel ambiance is nice / Grade of notoriety is high 17.5 16.4
Hotel facilities and services are complete 11.0 7.5
Rooms suit my needs 5.3 3.0
Checkout time is late 1.3 1.1
Check-in time is early 1.1 0.2
Travel agency is very reliable 31.5 ▲ 25.6
Travel agency response is thorough 12.9 10.5
There are local staff who speak Japanese 12.5 10.2
Travel agency is well known 10.6 9.5
Travel agency is familiar 11.0 6.8
Comes with guide 18.2 × 5.8
Travel agency has good ability to arrange and do good work 8.5 5.7
Travel agency is in a location easy to visit 4.1 3.1
Travel agency is highly specialized 5.1 2.2
There is a backup desk at destinations 4.8 2.1
Can make reservations right away 6.1 7.4
Comes with famous dishes 9.2 6.9
All breakfasts provided 11.9 ▲ 6.0
All meals provided 12.3 ▲ 5.5
Possible to participate alone 2.7 1.2
Can increase or decrease the number of nights 2.0 0.5
Other 1.2 1.4
Nothing in particular 3.6 4.4
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
Budg
et
and
conte
nt
Items considered important
0 20 40 60
Items considered important Korea'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 125
Korea
●Degree of satisfaction▽ The overall degree of satisfaction was 91.4%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (88.7%) comprised the largest percentage and was followed by "Meals" (87.9%) and
"shopping" (86.8%).
▽ Opinions and action after travel: "I became more fond of that country/area" (50.2%) comprised the largest
percentage and was followed by "I'd like to go to a different area in that country/area" (50.1%). Intention to
revisit/total was 74.9%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Korea'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=878) 91.4
(n=754) 88.7
(n=171) 80.5
(n=867) 87.9
(n=830) 86.8
(n=439) 80.3
(n=878) 78.9
(n=878) 77.7
(n=494) 85.9
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
21.0
20.3
15.3
14.7
17.1
31.0
30.2
27.0
3.2
5.7
11.6
3.3
3.3
2.8
13.3
13.4
7.2
5.5
7.9
8.8
9.9
16.9
7.8
8.9
6.958.9
47.5
47.9
63.2
72.1
72.5
60.3
67.8
72.7% 18.7 5.4
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I'd like to go to
a different area
in that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to stay
longer in that
country/area
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I'd like to try
more luxurious
travel in that
country/area
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album with
printed out
images
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.7 46.5 36.7 42.5 26.0 20.9 17.2 10.9 13.6 7.2 9.4 74.0
Korea'12 878 50.2 50.1 44.2 40.9 29.2 25.6 25.6 14.6 8.7 7.3 4.0 9.4 74.9
0
20
40
60
Korea'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Singapore'12 (n=105)
Singapore'11 (n=86)
46.5
50.7
40.8
53.5
49.3
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Singapore'12 (n=120) 6.2
Singapore'11 (n=96) 6.0
18.1 15.7 10.2
11.4
11.8
7.6
13.3
13.9 11.0 4.614.7%
9.8
10.7
21.0
21.3
33.3
34.4
11.2
3.3
5.8 7.5
3.0
2.6
3.9
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Singapore '12 (n=120)
Singapore '11 (n=96)
9.5
6.4
10.9
12.7
14.3
12.6
21.3
23.0
18.1
12.9
8.5
9.5
11.0
9.2
9.9
8.1
12.8
16.0
18.3
11.8
14.8
6.8% 9.9 11.7
126
Singapore
●Profile▽ Sex and age: "male 50 yrs or older" (23.0%) comprised the largest percentage and was followed by "male 40-
49 yrs" (14.3%).
▽ Incidence of first visit: 47.1%.
▽ Number of trips overseas thus far: average of 17.5 times.
●Travel Outline▽ Travel expenses: average of 138,000 yen.
▽ Incidence of package tour use: 46.5%.
▽ Number of days traveled: average of 6.2 days.
▽ Accompanying travelers: "married couple travel" (28.2%) comprised the largest percentage and was followed
by "Family travel (with children)" (25.7%).
▽ In terms of purposes of travel, "to eat good food" (49.7%) comprised the largest percentage and was followed
by "to shop" (46.1%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (45.6%) comprised the largest
percentage and was followed by "visit famous and historic places" (24.6%).
▽ Total expenditures at destination: average of 181,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Singapore '12 (n=120)
Singapore '11 (n=96) 46.6
47.1
45.7%
53.4
52.9
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Singapore '12 (n=120) 17.5
Singapore '11 (n=96) 16.3
5.9
0.8
8.9
17.5
15.8
18.1
10.7
10.0
9.7
55.5
59.4
60.3
4.9%
11.1
11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Singapore'12 (n=105) 13.8
Singapore'11 (n=86) 14.9
Average
(tens of
1000s of
yen)
26.6 17.6
23.6
11.9
16.1
17.1
14.6
8.3
10.9
6.8 5.5
5.6
10.9
17.1%
30.9
37.2 22.81.3
5.7 6.4
3.2
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 127
Singapore
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Singapore
'12
(n=5076) (n=120)
Married couple travel 25.6 28.2
Family travel (with children) 13.9 25.7
Travel alone 13.1 14.0
With friends (3 or more) 12.0 9.5
With friend (alone) 11.6 8.0
Family travel (with parents) 6.7 4.6
Couple travel 4.8 3.2
Honeymoon 3.5 2.4
Family travel (3 generations) 2.6 1.4
Other 6.1 2.9
0 10 20 30
All destinations/Total '12 Singapore'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Singapore'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Singapore
'12 105 21.5 16.1 5.7 17.1 14.1 9.2 15.5 0.8 19.1 18.1
'11 86 21.9 19.1 7.4 18.9 7.6 9.8 15.3 ― 15.0 16.8
(%)
Average
(in 10s of 1000s of yen)
Singapore'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Singapore
'12 105 3.8 13.4 30.1 12.9 12.8 15.2 11.0 0.8 5.6 3.9
'11 86 7.9 6.3 16.8 18.5 16.1 16.3 18.0 ― 5.6 5.9
'12 105 12.5 9.5 22.0 29.9 10.9 12.3 2.3 0.8 2.4 2.3
'11 86 7.2 9.7 27.9 17.8 22.6 8.7 6.0 ― 2.6 2.7
'12 105 15.1 8.4 30.5 19.1 13.2 8.2 4.7 0.8 2.6 2.2
'11 86 16.3 7.0 23.7 25.6 15.0 5.4 7.1 ― 2.7 2.4Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Singapore
'12
(n=5076) (n=120)
1 To eat good food 50.3 49.7
2 To shop 46.0 46.1
3 To visit famous sites and historic spots 49.6 42.0
4 To relax and rest 32.5 37.8
5 To escape from the routine 25.0 34.1
6 To experience a different culture 20.9 23.5
6 To create memories 23.2 23.5
8 To stay at luxury hotels 9.8 22.6
9 Just to try getting to a foreign country 15.3 20.3
10 To broaden my horizons/perspective 16.9 19.1
11 To enjoy nature 20.7 16.0
12 For my children 6.3 14.7
13 Beauty treatments and massages 15.2 10.8
14 To see Japanese friends and acquaintances who live there 7.2 8.7
15 In expectation of interactions and new encounters with local people 10.0 8.1
16 To visit a place that I live at before 1.6 8.0
17 To see stimulation 11.4 7.9
18 To view art 14.1 6.9
19 To enjoy a concert / musical performance 2.8 5.8
20 To engage in sports 7.7 5.2
21 To experience places off the beaten track / adventures 4.7 4.5
22 To view a sport event 1.7 3.8
23 To have a look at Japan from overseas 5.0 3.4
24 To improve my language ability 4.5 3.2
25 To see an event held during a particular time (carnival in Rio, etc.) 1.5 3.0
26 To visit a place that is in my memories 3.3 2.7
27 For my parents 3.1 2.3
28 To get a better grounding in hobbies and studies pursued 2.1 1.3
29 To benefit my career opportunities 0.7 0.8
30 To attend a wedding ceremony 1.3 0.5
31 To tour locations of filming 2.2 ―
31 To do a home-stay / study abroad 0.9 ―
31 Working holiday 0.2 ―
Other 5.5 5.6
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Singapore'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=49) (n=120) (n=120)
1 City sightseeing / Tour to surrounding area 45.6 9.5 8.7
2 Visit famous and historic places 24.6 3.3 3.6
3 Famous dishes 22.4 2.0 12.0
4 Shopping tour 21.1 ― 2.3
5 Island tour 15.1 7.8 3.1
6 Pleasure cruise 14.8 3.9 4.1
7 Night tour 12.2 1.7 5.1
8 Aquariums/zoos 7.6 2.7 11.4
9 Art museums and historic museums 5.6 1.2 4.2
10 Trains 3.5 1.3 2.9
11 Viewing of theater, musicals, concert, shows, etc. 3.4 ― 2.2
12 Ethnic cultural experiences 2.9 0.8 2.0
12 Car rental 2.9 1.4 ―
14 Safari jungle tour 2.6 3.6 5.2
15 Beauty treatments, spa, massage, hot springs 2.1 2.0 8.9
16 Dinner cruise 1.7 1.2 1.4
17 Theme park 1.3 4.8 10.1
17 Other event viewing 1.3 ― ―
19 To tour locations of filming ― ― 1.2
19 Golfing ― 2.0 3.6
19 Diving and snorkeling ― ― 1.6
19 Other marine sports ― ― 3.3
19 Skiing and snowboarding ― ― ―
19 Outdoor (fishing, climbing, etc.) ― ― ―
19 Riding (horseback, rafting, etc.) ― ― 3.1
19 Other sports ― ― ―
19 Sports viewing ― 3.3 ―
19 Gambling ― 1.2 4.4
19 Instruction ― ― ―
Other ― 0.7 ―
Nothing ― 59.2 52.2
Don't know or don't remember 3.3 3.9 2.0
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation41.1
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 128
Singapore
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 3.8 months prior to departure, "when started
considering" was given an average of 2.6 months prior to departure, and "when booked" was given an average of 2.2 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (79.0%) comprised
the largest percentage and was followed by "travel agency pamphlets" (31.4%) and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (12.2%).
▽ In terms of means of inquiry, "web / e-mail" (63.3%) comprised the largest percentage and was followed by "by telephone" (19.9%) and
"visiting" (16.2%).
▽ In terms of means of booking, "web / e-mail" (71.1%) comprised the largest percentage and was followed by "visiting” (16.2%) and "by
telephone" (8.9%).
▽ A look at the destinations simultaneously considered by those who considered Singapore shows that "Taiwan" (32.9%) comprised the largest
percentage, followed by "Hong Kong / Macau" (28.6%). In terms of actual destinations visited, "Singapore" (41.4%) comprised the largest
percentage, followed by "Taiwan" (12.9%).
▽ Among the responses given as the reasons for considering, "Seems safe" (39.1%) comprised the largest percentage, followed by "suited my
date of departure, date of return, day of the week, travel period, etc." (36.7%). Among the responses given as the reason for deciding, "suited
my budget" (9.5%) comprised the largest percentage, followed by "Seems safe" (9.2%).
▽ A look at key factors and points considered important when deciding on a tour shows that "hotel ambiance is nice / grade of notoriety is high"
(42.9%) comprised the largest percentage and followed by "price is cheap for the content" (40.4%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Singapore'12 Singapore'11
When first thought of traveling 105 11.3 9.4 28.8 24.0 13.2 3.1 3.7 2.2 4.5 4.5 3.8 4.2
When started considering 105 4.9 9.1 25.1 24.3 23.5 6.1 4.3 2.2 0.5 3.1 2.6 3.2
When booked 105 2.4 6.8 20.5 20.6 31.8 10.2 3.1 4.1 0.5 2.4 2.2 2.5
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
counte
rs
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Inte
rnet
(sm
artp
hone, e
tc.)
TV
pro
gram
s an
d com
merc
ials
New
spap
er
ads
Fre
e fly
ers
and
flyers
in
new
spap
ers
Mobi
le s
ites
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Acqu
ainta
nces
at t
rave
l
agencie
s
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 18.5 14.8 11.3 9.8 10.9 4.4 2.3 4.7 1.8 1.2 3.5 2.2 0.2 1.2 1.4 0.5 1.1 3.5
Singapore'12 105 79.0 31.4 12.2 11.7 9.8 9.0 8.1 6.8 4.4 3.3 2.3 1.0 ― ― ― ― ― ― 0.8 6.9
0
20
40
60
80
100
Singapore'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Singapore'12 105 63.3 19.9 16.2 ― 3.0 12.9 1.6
0
25
50
75
Singapore'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Singapore'12 105 71.1 16.2 8.9 1.4 3.0 2.9 1.6
0
25
50
75
Singapore'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 129
Singapore
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Singapore'12Reason for deciding Singapore'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Singapore'12
All
destinations/
Total '12
Singapore'12
(n=4243) (n=105) (n=4243) (n=105)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 36.7 11.0 7.7
Suited my budget 27.6 26.9 8.8 9.5
I just happened to discover a good travel product 9.2 10.0 3.2 2.5
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 9.7 2.2 2.1
It suited the needs of accompanying travelers, such as my children 4.8 8.5 1.5 1.6
Because I wanted to earn miles 3.4 6.9 0.5 2.3
Suited my flying time or flight from the closest airport, etc. 5.5 3.4 0.8 2.4
It was a location I had wanted to go to from before 21.2 ▲ 16.0 10.3 ▲ 4.3
I had been there before and found that it was good 15.8 15.3 6.2 5.6
I have family members, relatives, acquaintances, friends at the destination 8.6 13.2 6.4 7.8
Accompanying travelers wanted to go there 20.2 ▲ 12.7 10.6 7.1
I was interested in a particular sightseeing spot 14.3 12.7 4.1 4.2
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 12.6 1.3 2.6
Was recommended by family members, acquaintances, friends 7.8 7.4 1.7 ―
I felt like going after seeing the website of the travel bureau 2.3 4.1 0.2 ―
I was interested in a particular event, activity 5.4 4.1 3.0 3.5
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 3.4 0.2 ―
Was recommended by a travel agent 1.5 1.5 0.5 ―
Seems safe 17.8 ◎ 39.1 2.0 ○ 9.2
Food seems good 18.8 ○ 25.1 3.4 1.6
Prices seems cheap 19.4 20.9 3.6 1.5
Hygienic 4.8 ◎ 17.6 0.1 2.3
City seems good 14.9 16.7 1.8 2.3
Climate seems good 18.0 14.1 3.0 0.9
Hotel I want to stay at seems good 4.4 ○ 12.9 1.6 ○ 8.2
Nature seems good 17.3 ▲ 11.0 3.1 ―
Hospitality seems good 6.0 9.0 0.5 2.5
Timing of the trip seems good (best season at that destination, etc.) 6.6 5.5 1.6 0.8
Other 8.6 6.4 6.7 7.2
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40
Reasons for considering Singapore'12
Reason for deciding Singapore'12
(%)
Sample
100.0 32.9 28.6 22.2 18.5 16.9 16.9 15.8 13.1 11.8 11.0 11.0 10.4 9.4 7.1 7.1 7.0 6.8 6.1 6.0
( 253 ) ( 83 ) ( 73 ) ( 56 ) ( 47 ) ( 43 ) ( 43 ) ( 40 ) ( 33 ) ( 30 ) ( 28 ) ( 28 ) ( 26 ) ( 24 ) ( 18 ) ( 18 ) ( 18 ) ( 17 ) ( 15 ) ( 15 )
41.4 12.9 9.5 8.1 4.5 6.8 4.5 5.0 1.0 1.2 1.6 0.6 1.1 2.1 0.6 * 1.3 0.6 0.4 2.3
( 105 ) ( 33 ) ( 24 ) ( 20 ) ( 11 ) ( 17 ) ( 11 ) ( 13 ) ( 2 ) ( 3 ) ( 4 ) ( 2 ) ( 3 ) ( 5 ) ( 2 ) * ( 3 ) ( 2 ) ( 1 ) ( 6 )
253 41.5 39.8 32.9 35.7 23.4 39.5 25.6 32.5 6.1 10.0 14.3 7.1 11.5 20.8 11.1 * 16.7 11.8 6.7 40.0
Cebu
Island
Thai
beaches
(other
than
Phuket)
France BeijingPhuket ShanghaiMalaysian
beachesOkinawaBali Oceania
Hawaii
(Oahu)SaipanGuam
Malaysia
(other
than
beach
resorts)
Vietnam
Thailand
(other
than Thai
beaches)
Singapore Taiwan
Hong
Kong
/ Macau
Korea
253
Destinations simultaneously
considered by those who
considered the Singapore
Destinations actually visited by
those who considered the
Singapore
253
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Singapore
Destinations actually visited by those who considered the Singapore
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 130
Singapore
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Singapore'12
All
destinations
/Total '12
Singapore'12
(n=2513) (n=49)
Price is cheap for the content 52.5 × 40.4
Content/Breakdown of the price indicated is clear 20.4 ○ 28.2
Cheap 27.6 26.5
There is city sightseeing 13.4 ○ 21.2
Can visit many tourist spots 13.7 ○ 19.5
Includes spots I want to go to 22.3 18.3
Can pay by credit card 16.3 18.2
There is a lot of free time 19.8 ▲ 10.7
Time stayed at destination is long 8.8 8.9
Discounts are available for early reservations 7.0 5.9
There is no city sightseeing 2.7 5.6
Discounts are available for children 1.7 ―
It is an assuring airline 22.6 ○ 28.3
There are direct flights 16.0 ◎ 27.1
It is a well-known airline 9.1 ○ 17.5
Accumulate mileage with the airline used/affiliated 3.9 ○ 13.2
It is a Japanese airline 6.8 ○ 12.8
Aircraft amenities (width of seats, etc.) are good 2.0 ○ 8.5
Departs from nearest airport 7.7 7.9
Aircraft equipment is good (new, clean) 2.1 5.2
Premium economy or business class or better 1.7 3.5
Is not a Low-Cost Carrier 0.6 2.9
Is a flight that meets my schedule and connecting flights 7.6 ▲ 2.3
Is a Low-Cost Carrier 1.2 ―
Hotel ambiance is nice / Grade of notoriety is high 17.5 ◎ 42.9
Hotel facilities and services are complete 11.0 ◎ 23.9
Hotel is designated 15.6 ○ 23.3
Hotel location is good 24.5 22.2
Transportation is provided to and from hotel 12.9 12.9
Rooms suit my needs 5.3 ○ 11.2
Checkout time is late 1.3 2.9
Check-in time is early 1.1 2.9
Travel agency is very reliable 31.5 ▲ 26.4
Travel agency is familiar 11.0 ○ 17.1
Travel agency is well known 10.6 ○ 16.7
There are local staff who speak Japanese 12.5 13.4
Travel agency response is thorough 12.9 9.7
Travel agency has good ability to arrange and do good work 8.5 8.5
Comes with guide 18.2 × 7.6
Travel agency is highly specialized 5.1 6.4
There is a backup desk at destinations 4.8 4.1
Travel agency is in a location easy to visit 4.1 2.9
All breakfasts provided 11.9 ○ 17.5
All meals provided 12.3 11.9
Can make reservations right away 6.1 9.1
Comes with famous dishes 9.2 8.5
Can increase or decrease the number of nights 2.0 ―
Possible to participate alone 2.7 ―
Other 1.2 ―
Nothing in particular 3.6 10.5
Items considered important
Budg
et
and
conte
nt
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 10 20 30 40 50
Items considered important Singapore'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 131
Singapore
●Degree of satisfaction▽ The overall degree of satisfaction was 94.2%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (93.5%) and "safety / hygiene" (93.5%) comprised the largest percentage and was
followed by "relaxation / beauty treatments and massages" (91.9%).
▽ Opinions and action after travel: "I became more fond of that country/area" (51.1%) comprised the largest
percentage and was followed by "I recommended (would like to recommend) to others that country/area"
(49.9%). Intention to revisit/total was 63.0%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Singapore'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=111) 94.2
(n=99) 93.5
(n=46) 85.1
(n=103) 80.1
(n=95) 80.0
(n=30) 91.9
(n=111) 87.5
(n=111) 93.5
(n=64) 90.7
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
25.4
26.0
22.0
21.1
20.7
28.4
14.4
24.1
6.8
7.3
15.5
3.4
8.4
3.0
6.2
8.2
12.6
4.5
4.7
4.1
66.5
79.1
59.1
71.3
58.9
58.1
59.0
68.1
72.4% 21.7
1.7
0.7
3.2
4.9
3.5
5.1
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to stay
longer in that
country/area
I'd like to try
more luxurious
travel in that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I made (would
like to make)
an album with
printed out
images
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.5 42.5 17.2 46.7 36.7 26.0 20.9 13.6 10.9 7.2 9.4 74.0
Singapore'12 111 51.1 49.9 36.6 24.0 23.0 18.8 18.2 17.4 13.9 9.2 4.9 12.8 63.0
0
20
40
60
Singapore'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Thailand (other than Thai beaches)'12 (n=151)
Thailand (other than Thai beaches)'11 (n=159)
22.3
31.6
40.8
77.7
68.4
59.2%
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Thailand (other than Thai beaches) '12 (n=178)
Thailand (other than Thai beaches) '11 (n=174) 32.9
27.9
45.7%
67.1
72.1
54.3
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Thailand (other than Thai beaches) '12 (n=178)
Thailand (other than Thai beaches) '11 (n=174)
6.1
5.0
8.7
13.1
26.1
13.4
21.3
32.8
39.0
12.9
5.1
8.7
11.0
6.6
4.0
8.1
5.0
18.3
9.5
10.9
6.8% 9.9 11.7
6.0
132
Thailand (other than Thai beaches)
●Profile▽ Sex and age: "male 50 yrs or older" (32.8%) comprised the largest percentage and was followed by "male 40-
49 yrs" (26.1%).
▽ Incidence of first visit: 27.9%.
▽ Number of trips overseas thus far: average of 22.0 times.
●Travel Outline▽ Travel expenses: average of 115,000 yen.
▽ Incidence of package tour use: 22.3%.
▽ Number of days traveled: average of 7.6 days.
▽ Accompanying travelers: "travel alone" (27.1%) comprised the largest percentage and was followed by
"married couple travel" (19.0%).
▽ In terms of purposes of travel, "to eat good food" (55.8%) comprised the largest percentage and was followed
by "to visit famous sites and historic spots" (47.4%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (35.7%) comprised the largest
percentage and was followed by "visit famous and historic places" (30.9%).
▽ Total expenditures at destination: average of 169,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Thailand (other than Thai beaches)'12 (n=178) 7.6
Thailand (other than Thai beaches)'11 (n=174) 10.2
18.1 15.7 10.2
14.6
11.8
14.3
17.1
13.9
11.0
5.0
11.0
10.4
10.5
4.6
6.1
14.5
14.7%
4.0
4.3
17.3
11.5
22.0
22.4
14.9
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Thailand (other than Thai beaches) '12 (n=178) 22.0
Thailand (other than Thai beaches) '11 (n=174) 23.3
17.5
15.8
18.3
10.7
8.2
7.6
55.5
66.6
67.21.8
1.7
4.9%
5.0
7.7
11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Thailand (other than Thai beaches)'12 (n=151) 11.5
Thailand (other than Thai beaches)'11 (n=159) 15.3
Average
(tens of
1000s of
yen)
26.6 17.6
26.0
11.9
8.7
19.2
14.6
5.7
12.7
6.8 5.517.1%
13.5
5.5
42.6
25.7
27.8-
5.3
1.8
5.7
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
(%)
Average
(in 10s of 1000s of yen)
Thailand (other than Thai beaches)'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Thailand
(other than
Thai
beaches)
'12 151 21.6 18.6 3.4 22.0 9.9 7.9 14.3 2.3 19.1 16.9
'11 159 24.0 25.0 8.7 12.1 8.9 10.9 9.3 1.1 15.0 12.3
(%)
Average
(in 10s of 1000s of yen)
Thailand (other than Thai beaches)'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Thailand
(other than
Thai
beaches)
'12 151 8.6 11.9 29.3 17.3 15.0 11.5 4.1 2.3 5.6 4.1
'11 159 4.3 14.5 27.3 25.0 10.5 9.9 4.7 3.7 5.6 2.3
'12 151 7.9 19.7 26.4 20.9 11.8 9.8 1.2 2.3 2.4 2.0
'11 159 7.2 7.3 31.8 24.9 15.7 5.7 3.7 3.7 2.6 2.5
'12 151 17.2 6.1 21.9 18.7 14.6 11.8 7.4 2.3 2.6 2.8
'11 159 18.5 9.2 14.8 16.9 16.4 12.1 8.4 3.7 2.7 3.4Sightseeing and activities
Total amount
Shopping
Meals
133
Thailand (other than Thai beaches)
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
(n=5076) (n=178)
Married couple travel 25.6 19.0
Family travel (with children) 13.9 11.1
Travel alone 13.1 27.1
With friends (3 or more) 12.0 17.6
With friend (alone) 11.6 10.5
Family travel (with parents) 6.7 4.4
Couple travel 4.8 2.9
Honeymoon 3.5 1.3
Family travel (3 generations) 2.6 0.5
Other 6.1 5.6
Thailand
(other than
Thai beaches)
'120 10 20 30
All destinations/Total '12
Thailand (other than Thai beaches)'12 (%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
(n=5076) (n=178)
1 To eat good food 50.3 55.8
2 To visit famous sites and historic spots 49.6 47.4
3 To relax and rest 32.5 43.7
4 To shop 46.0 43.2
5 Beauty treatments and massages 15.2 43.1
6 To escape from the routine 25.0 26.7
7 In expectation of interactions and new encounters with local people 10.0 23.6
8 To experience a different culture 20.9 22.2
9 To broaden my horizons/perspective 16.9 18.6
10 To create memories 23.2 16.5
11 Just to try getting to a foreign country 15.3 16.2
12 To see stimulation 11.4 15.1
13 To see Japanese friends and acquaintances who live there 7.2 10.8
14 To enjoy nature 20.7 10.7
15 To engage in sports 7.7 7.7
16 To improve my language ability 4.5 7.3
17 To stay at luxury hotels 9.8 5.9
18 To have a look at Japan from overseas 5.0 4.9
19 To experience places off the beaten track / adventures 4.7 4.2
20 To visit a place that is in my memories 3.3 4.1
21 For my children 6.3 3.7
22 To view art 14.1 3.0
23 To get a better grounding in hobbies and studies pursued 2.1 2.8
24 To tour locations of filming 2.2 1.3
25 To visit a place that I live at before 1.6 1.0
26 To benefit my career opportunities 0.7 0.9
26 For my parents 3.1 0.9
28 To view a sport event 1.7 0.5
28 To do a home-stay / study abroad 0.9 0.5
28 To see an event held during a particular time (carnival in Rio, etc.) 1.5 0.5
31 To enjoy a concert / musical performance 2.8 ―
31 Working holiday 0.2 ―
31 To attend a wedding ceremony 1.3 ―
Other 5.5 4.5
Thailand
(other than
Thai
beaches)
'12
All
destinations
/Total '12
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Thailand (other than Thai beaches)'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=34) (n=178) (n=178)
1 City sightseeing / Tour to surrounding area 35.7 11.6 9.5
2 Visit famous and historic places 30.9 7.5 7.7
3 Famous dishes 23.8 3.1 6.9
4 Beauty treatments, spa, massage, hot springs 10.6 3.9 20.9
5 Shopping tour 10.1 1.7 3.4
6 Riding (horseback, rafting, etc.) 10.0 0.5 3.6
7 Viewing of theater, musicals, concert, shows, etc. 5.5 2.6 3.9
8 Pleasure cruise 4.9 0.9 1.0
9 Trains 3.0 0.5 2.4
10 Art museums and historic museums 2.4 ― 1.4
10 Dinner cruise 2.4 1.2 1.0
12 Island tour ― ― 2.0
12 Theme park ― ― 2.8
12 Aquariums/zoos ― 1.4 0.5
12 To tour locations of filming ― ― ―
12 Golfing ― 6.8 4.3
12 Diving and snorkeling ― ― 1.5
12 Other marine sports ― 1.0 1.5
12 Skiing and snowboarding ― ― ―
12 Outdoor (fishing, climbing, etc.) ― 0.5 1.0
12 Other sports ― 0.5 ―
12 Safari jungle tour ― 1.4 ―
12 Sports viewing ― 1.3 ―
12 Other event viewing ― 0.5 ―
12 Gambling ― 0.5 0.5
12 Night tour ― 0.8 1.7
12 Instruction ― 1.6 ―
12 Ethnic cultural experiences ― 2.1 0.5
12 Car rental ― 2.9 3.4
Other 5.1 2.9 0.3
Nothing 7.6 65.5 56.6
Don't know or don't remember 2.4 1.7 1.4
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation44.0
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 134
Thailand (other than Thai beaches)
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 4.1 months prior to departure, "when started
considering" was given an average of 3.0 months prior to departure, and "when booked" was given an average of 2.5 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (89.2%) yielded the
highest percentage by far, followed by "guidebooks ( 'Chikyuu no arukikata,' etc.)" (17.0%) and "Feedback and introductions (word-of-mouth)
of friends, acquaintances, family members" (12.4%).
▽ In terms of means of inquiry, "web / e-mail" (77.6%) comprised the largest percentage and was followed by "by telephone" (19.3%) and
"visiting" (8.1%).
▽ In terms of means of booking, "web / e-mail" (84.5%) comprised the largest percentage and was followed by "visiting" (12.0%) and "by
telephone" (8.7%).
▽ A look at the destinations simultaneously considered by those who considered Thailand (other than Thai beaches) shows that "Thai beaches
(other than Phuket)" (23.0%) comprised the largest percentage, followed by "Taiwan" (16.9%). In terms of actual destinations visited,
"Thailand (other than Thai beaches)" (59.6%) comprised the largest percentage.
▽ Among the responses given as the reasons for considering, "prices seem cheap" (36.8%) comprised the largest percentage, followed by "suited
my date of departure, date of return, day of the week, travel period, etc." (30.7%) and "I had been there before and found that it was good"
(29.7%). Among the responses given as the reason for deciding, "suited my date of departure, date of return, day of the week, travel period,
etc."(11.9%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (65.4%) comprised
the largest percentage and followed by "hotel location is good" (37.6%) and "cheap" (37.3%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Thailand
(other than
Thai
beaches)'12
Thailand
(other than
Thai
beaches)'11
When first thought of traveling 151 12.9 17.2 24.2 19.6 15.5 3.0 1.6 ― 6.0 4.5 4.1 4.8
When started considering 151 7.2 12.7 22.8 23.6 22.0 5.5 2.9 0.4 2.8 3.1 3.0 2.9
When booked 151 6.5 6.7 15.7 25.0 30.8 5.5 5.9 2.2 1.7 2.4 2.5 2.3
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Tra
vel a
gency
pam
phle
ts
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Inte
rnet
(sm
artp
hone, e
tc.)
Tra
vel a
gency
counte
rs
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Acqu
ainta
nces
at t
rave
l
agencie
s
TV
pro
gram
s an
d com
merc
ials
New
spap
er
ads
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Fre
e fly
ers
and
flyers
in
new
spap
ers
Mobi
le s
ites
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 18.5 9.8 31.3 11.3 4.4 14.8 10.9 1.4 2.3 4.7 3.5 2.2 1.8 1.2 0.2 1.2 0.5 1.1 3.5
Thailand (other than Thai beaches)'12 151 89.2 17.0 12.4 10.4 6.9 5.9 5.6 2.6 2.6 2.5 1.7 1.5 1.4 1.2 0.4 ― ― ― 3.4 3.5
0
20
40
60
80
100
Thailand (other than Thai beaches)'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Thailand (other than Thai beaches)'12 151 77.6 19.3 8.1 ― ― 9.1 4.3
0
30
60
90
Thailand (other than Thai beaches)'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Thailand (other than Thai beaches)'12 151 84.5 12.0 8.7 ― 1.8 1.0 2.9
0
30
60
90
Thailand (other than Thai beaches)'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 135
Thailand (other than Thai beaches)
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Thailand (other than Thai beaches)'12Reason for deciding Thailand (other than Thai beaches)'12
Reasons for considering Reason for deciding
All
destinations/
Total '12
Thailand
(other than
Thai
beaches)'12
All
destinations/
Total '12
Thailand
(other than
Thai
beaches)'12(n=4243) (n=151) (n=4243) (n=151)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 30.7 11.0 11.9
Suited my budget 27.6 27.3 8.8 8.2
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 10.0 2.2 1.2
Suited my flying time or flight from the closest airport, etc. 5.5 9.8 0.8 1.1
Because I wanted to earn miles 3.4 6.7 0.5 1.8
I just happened to discover a good travel product 9.2 6.2 3.2 1.1
It suited the needs of accompanying travelers, such as my children 4.8 3.3 1.5 ―
I had been there before and found that it was good 15.8 ◎ 29.7 6.2 ○ 11.8
Accompanying travelers wanted to go there 20.2 16.5 10.6 8.7
It was a location I had wanted to go to from before 21.2 16.3 10.3 ▲ 4.9
I have family members, relatives, acquaintances, friends at the destination 8.6 ○ 13.9 6.4 ○ 12.7
I was interested in a particular sightseeing spot 14.3 12.6 4.1 1.6
Was recommended by family members, acquaintances, friends 7.8 9.5 1.7 3.2
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 6.9 0.2 ―
I was interested in a particular event, activity 5.4 4.2 3.0 2.7
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 3.9 1.3 0.4
I felt like going after seeing the website of the travel bureau 2.3 3.7 0.2 0.6
Was recommended by a travel agent 1.5 ― 0.5 ―
Prices seems cheap 19.4 ◎ 36.8 3.6 ○ 10.8
Food seems good 18.8 22.7 3.4 2.4
Seems safe 17.8 19.8 2.0 2.1
Hospitality seems good 6.0 ○ 11.0 0.5 0.6
City seems good 14.9 10.5 1.8 0.6
Climate seems good 18.0 ▲ 10.1 3.0 1.1
Timing of the trip seems good (best season at that destination, etc.) 6.6 6.7 1.6 1.8
Nature seems good 17.3 × 6.2 3.1 ―
Hotel I want to stay at seems good 4.4 4.3 1.6 1.6
Hygienic 4.8 1.2 0.1 ―
Other 8.6 6.6 6.7 7.0
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40
Reasons for considering Thailand (other than Thai beaches)'12
Reason for deciding Thailand (other than Thai beaches)'12
(%)
Sample
100.0 23.0 16.9 16.5 16.3 15.8 14.0 13.5 10.6 9.7 9.0 8.0 6.8 5.7 5.7 5.6 5.6 5.3 5.1 5.1
( 253 ) ( 58 ) ( 43 ) ( 42 ) ( 41 ) ( 40 ) ( 35 ) ( 34 ) ( 27 ) ( 25 ) ( 23 ) ( 20 ) ( 17 ) ( 14 ) ( 14 ) ( 14 ) ( 14 ) ( 13 ) ( 13 ) ( 13 )
59.6 3.7 6.5 4.8 6.7 2.6 4.3 3.4 1.1 2.5 1.3 2.4 2.0 0.3 1.4 0.7 * 1.6 0.2 1.3
( 151 ) ( 9 ) ( 16 ) ( 12 ) ( 17 ) ( 7 ) ( 11 ) ( 8 ) ( 3 ) ( 6 ) ( 3 ) ( 6 ) ( 5 ) ( 1 ) ( 4 ) ( 2 ) * ( 4 ) ( 1 ) ( 3 )
253 59.7 15.5 37.2 28.6 41.5 17.5 31.4 23.5 11.1 24.0 13.0 30.0 29.4 7.1 28.6 14.3 * 30.8 7.7 23.1Rate of actual visit to country /
area considered
Thailand
(other
than Thai
beaches)
Thai
beaches
(other
than
Phuket)
Taiwan Vietnam Korea Singapore
Hong
Kong
/ Macau
Phuket Bali Cambodia
Malaysia
(other
than
beach
resorts)
GuamMalaysian
beachesSaipan Oceania
Indonesia
(other
than
beach
resorts)
Okinawa Shanghai
Other
China
(exc.
Hong
Kong and
Macau)
India
253
Destinations simultaneously considered
by those who considered the Thailand
(other than Thai beaches)
Destinations actually visited by those
who considered the Thailand (other
than Thai beaches)
253
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Thailand (other than Thai beaches)
Destinations actually visited by those who considered the Thailand (other than Thai beaches)
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 136
Thailand (other than Thai beaches)
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Items considered important Thailand (other than Thai beaches)'12
All
destinations
/Total '12
Thailand
(other than
Thai
beaches)'12
(n=2513) (n=34)
Price is cheap for the content 52.5 ◎ 65.4
Cheap 27.6 ○ 37.3
There is a lot of free time 19.8 ○ 29.8
There is city sightseeing 13.4 ◎ 26.7
Can visit many tourist spots 13.7 ○ 22.5
Content/Breakdown of the price indicated is clear 20.4 20.4
Includes spots I want to go to 22.3 20.4
Can pay by credit card 16.3 18.2
Time stayed at destination is long 8.8 13.3
Discounts are available for children 1.7 ―
Discounts are available for early reservations 7.0 ▲ ―
There is no city sightseeing 2.7 ―
It is an assuring airline 22.6 ▲ 13.6
It is a well-known airline 9.1 10.5
There are direct flights 16.0 ▲ 6.7
It is a Japanese airline 6.8 5.1
Departs from nearest airport 7.7 5.1
Is a Low-Cost Carrier 1.2 2.8
Aircraft equipment is good (new, clean) 2.1 2.5
Aircraft amenities (width of seats, etc.) are good 2.0 2.5
Is not a Low-Cost Carrier 0.6 ―
Accumulate mileage with the airline used/affiliated 3.9 ―
Is a flight that meets my schedule and connecting flights 7.6 ▲ ―
Premium economy or business class or better 1.7 ―
Hotel location is good 24.5 ◎ 37.6
Transportation is provided to and from hotel 12.9 15.6
Rooms suit my needs 5.3 9.3
Hotel is designated 15.6 ▲ 7.9
Checkout time is late 1.3 4.2
Hotel ambiance is nice / Grade of notoriety is high 17.5 × 3.0
Hotel facilities and services are complete 11.0 × ―
Check-in time is early 1.1 ―
Travel agency is very reliable 31.5 × 20.4
Travel agency response is thorough 12.9 17.7
There are local staff who speak Japanese 12.5 10.4
Travel agency has good ability to arrange and do good work 8.5 8.4
Travel agency is familiar 11.0 ▲ 5.1
Travel agency is well known 10.6 ▲ 2.4
Travel agency is highly specialized 5.1 ▲ ―
There is a backup desk at destinations 4.8 ―
Travel agency is in a location easy to visit 4.1 ―
Comes with guide 18.2 × ―
All meals provided 12.3 12.7
Comes with famous dishes 9.2 8.1
All breakfasts provided 11.9 7.0
Can make reservations right away 6.1 7.0
Possible to participate alone 2.7 2.8
Can increase or decrease the number of nights 2.0 ―
Other 1.2 ―
Nothing in particular 3.6 6.8
Budg
et
and
conte
nt
Items considered important
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 20 40 60 80
Items considered important Thailand (other than Thai beaches)'12 (%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 137
Thailand (other than Thai beaches)
●Degree of satisfaction▽ The overall degree of satisfaction was 92.1%. A look at each degree of satisfaction attribute shows that
"relaxation / beauty treatments and massages" (94.5%) comprised the largest percentage and was followed by
"sightseeing / viewing" (92.0%) and "night life" (90.4%).
▽ Opinions and action after travel: "I became more fond of that country/area" (61.0%) comprised the largest
percentage and was followed by "I'd like to stay longer in that country/area" (56.8%). Intention to revisit/total
was 77.6%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Thailand (other than Thai beaches)'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=169) 92.1
(n=151) 92.0
(n=63) 89.5
(n=164) 84.6
(n=141) 87.4
(n=124) 94.5
(n=169) 88.3
(n=169) 83.9
(n=116) 90.4
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
15.6
17.8
15.6
13.1
18.4
27.3
29.2
19.5
2.8
4.5
5.1
4.7
5.5
1.4
6.2
12.5
4.3
5.5
10.7
7.1
5.5
3.5
70.9
54.8
61.0
76.1
74.3
69.0
71.7
76.4
76.8% 15.3
4.1
5.3
3.5
5.1
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I'd like to stay
longer in that
country/area
I'd like to go to
a different area
in that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I'd like to try
more luxurious
travel in that
country/area
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album with
printed out
images
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 42.5 46.7 46.5 36.7 26.0 20.9 17.2 10.9 13.6 7.2 9.4 74.0
Thailand (other than Thai beaches)'12 169 61.0 56.8 53.2 45.2 35.9 27.3 24.5 23.9 9.1 8.8 5.5 7.6 77.6
0
20
40
60
80
Thailand (other than Thai beaches)'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Vietnam'12 (n=78)
Vietnam'11 (n=77)
64.3
61.0
40.8
35.7
39.0
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Vietnam'12 (n=93) 5.9
Vietnam'11 (n=86) 6.3
18.1 15.7 10.2
14.1
11.8
10.6
12.1
13.9 11.0 4.614.7%
4.7
4.8
11.8
22.9
44.7
31.2
16.7 5.4
4.4
4.4
8.8 1.7
1.5
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Vietnam '12 (n=93)
Vietnam '11 (n=86)
9.3
4.2
12.4
16.0
6.2
9.0
21.3
18.6
20.2
12.9
8.8
10.5
11.0
8.2
10.0
8.1
6.2
6.4
18.3
30.5
23.7
6.8% 9.9 11.7
138
Vietnam
●Profile▽ Sex and age: "female 50 yrs or older" (30.5%) comprised the largest percentage and was followed by "male 50
yrs or older" (18.6%).
▽ Incidence of first visit: 83.7%.
▽ Number of trips overseas thus far: average of 14.4 times.
●Travel Outline▽ Travel expenses: average of 106,000 yen.
▽ Incidence of package tour use: 64.3%.
▽ Number of days traveled: average of 5.9 days.
▽ Accompanying travelers: "married couple travel" (26.0%) comprised the largest percentage and was followed
by "with friends (3 or more)" (14.8%).
▽ In terms of purposes of travel, "to visit famous sites and historic spots" (61.8%) comprised the largest
percentage and was followed by "to shop" (45.5%) and "to eat good food" (45.5%).
▽ Local activities included in package: "visit famous and historic places" (57.2%) comprised the largest
percentage and was followed by "city sightseeing / tour to surrounding area" (57.1%).
▽ Total expenditures at destination: average of 93,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Vietnam '12 (n=93)
Vietnam '11 (n=86) 65.9
83.7
45.7%
34.1
16.3
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Vietnam '12 (n=93) 14.4
Vietnam '11 (n=86) 15.9
2.3
17.5
19.7
13.4
10.7
14.3
13.5
55.5
58.9
65.81.5
4.9%
5.8
4.8
11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Vietnam'12 (n=78) 10.6
Vietnam'11 (n=77) 12.0
Average
(tens of
1000s of
yen)
26.6 17.6
33.9
11.9
11.6
14.3
14.6
6.6
6.8 5.5
3.5
10.1
17.1%
37.3
45.0 25.1 7.3
2.3
0.8
2.2
-
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
All
destinations/
Total '12
Vietnam
'12
(n=5076) (n=93)
Married couple travel 25.6 26.0
Family travel (with children) 13.9 9.7
Travel alone 13.1 10.1
With friends (3 or more) 12.0 14.8
With friend (alone) 11.6 12.1
Family travel (with parents) 6.7 7.2
Couple travel 4.8 5.8
Honeymoon 3.5 ―
Family travel (3 generations) 2.6 ―
Other 6.1 14.3
0 10 20 30
All destinations/Total '12 Vietnam'12
(%)
139
Vietnam
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Vietnam'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Vietnam
'12 78 37.1 22.9 9.7 6.5 7.0 8.7 7.1 1.1 19.1 9.3
'11 77 45.9 27.0 2.4 12.3 5.3 1.8 5.4 ― 15.0 7.9
(%)
Average
(in 10s of 1000s of yen)
Vietnam'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Vietnam
'12 78 10.1 12.3 30.7 21.6 15.9 8.2 ― 1.1 5.6 1.9
'11 77 10.8 10.6 36.2 21.1 11.1 5.9 4.3 ― 5.6 2.1
'12 78 26.4 21.4 31.3 12.8 2.9 4.1 ― 1.1 2.4 1.1
'11 77 15.3 24.9 38.6 7.4 6.2 7.6 ― ― 2.6 1.4
'12 78 36.9 13.2 26.8 12.0 6.6 3.4 ― 1.1 2.6 1.0
'11 77 13.6 17.3 32.0 13.5 10.6 6.3 6.7 ― 2.7 2.4Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Vietnam
'12
(n=5076) (n=93)
1 To visit famous sites and historic spots 49.6 61.8
2 To shop 46.0 45.5
2 To eat good food 50.3 45.5
4 To experience a different culture 20.9 37.6
5 To broaden my horizons/perspective 16.9 36.5
6 To relax and rest 32.5 35.6
7 To escape from the routine 25.0 32.7
8 Just to try getting to a foreign country 15.3 27.0
9 To create memories 23.2 26.4
10 Beauty treatments and massages 15.2 24.2
11 To enjoy nature 20.7 21.4
12 To see stimulation 11.4 15.9
13 In expectation of interactions and new encounters with local people 10.0 13.6
14 To stay at luxury hotels 9.8 13.3
15 To view art 14.1 11.1
16 To have a look at Japan from overseas 5.0 8.3
17 To experience places off the beaten track / adventures 4.7 7.3
18 To see Japanese friends and acquaintances who live there 7.2 6.0
19 For my parents 3.1 3.5
20 To see an event held during a particular time (carnival in Rio, etc.) 1.5 2.5
21 To improve my language ability 4.5 1.9
22 To engage in sports 7.7 1.5
22 To visit a place that is in my memories 3.3 1.5
22 To get a better grounding in hobbies and studies pursued 2.1 1.5
25 To tour locations of filming 2.2 0.6
25 To benefit my career opportunities 0.7 0.6
27 To view a sport event 1.7 ―
27 To enjoy a concert / musical performance 2.8 ―
27 To do a home-stay / study abroad 0.9 ―
27 Working holiday 0.2 ―
27 To visit a place that I live at before 1.6 ―
27 To attend a wedding ceremony 1.3 ―
27 For my children 6.3 ―
Other 5.5 1.9
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Vietnam'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=50) (n=93) (n=93)
1 Visit famous and historic places 57.2 13.6 9.4
2 City sightseeing / Tour to surrounding area 57.1 14.2 15.8
3 Pleasure cruise 38.4 6.9 11.1
4 Famous dishes 34.2 9.6 8.9
5 Shopping tour 17.5 1.3 ―
6 Island tour 15.7 4.9 7.4
7 Viewing of theater, musicals, concert, shows, etc. 15.5 6.7 6.2
8 Dinner cruise 7.7 2.6 0.7
9 Art museums and historic museums 6.0 1.3 4.2
10 Night tour 4.8 0.6 1.9
11 Beauty treatments, spa, massage, hot springs 4.5 ― 22.9
12 Riding (horseback, rafting, etc.) 4.4 0.6 1.2
13 Ethnic cultural experiences 3.9 2.1 2.7
14 To tour locations of filming 3.4 ― ―
14 Car rental 3.4 1.2 0.7
16 Theme park ― 0.6 1.0
16 Aquariums/zoos ― ― 1.0
16 Golfing ― ― ―
16 Diving and snorkeling ― ― 0.6
16 Other marine sports ― ― 0.9
16 Skiing and snowboarding ― ― ―
16 Outdoor (fishing, climbing, etc.) ― 0.6 ―
16 Other sports ― ― ―
16 Safari jungle tour ― ― ―
16 Sports viewing ― ― ―
16 Other event viewing ― ― ―
16 Gambling ― 0.6 ―
16 Instruction ― ― ―
16 Trains ― 0.9 3.1
Other ― 2.8 ―
Nothing ― 67.7 44.1
Don't know or don't remember ― 3.3 3.2
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation25.9
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 140
Vietnam
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 3.8 months prior to departure, "when started
considering" was given an average of 2.6 months prior to departure, and "when booked" was given an average of 1.9 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (76.3%) comprised
the largest percentage and was followed by "travel agency pamphlets" (30.0%) and "information magazines sent from travel agents and
airlines" (18.0%).
▽ In terms of means of inquiry, "web / e-mail" (50.8%) comprised the largest percentage and was followed by "by telephone" (29.4%) and
"visiting" (21.5%).
▽ In terms of means of booking, "web / e-mail" (56.6%) comprised the largest percentage and was followed by "visiting" (26.7%) and "by
telephone" (14.5%).
▽ A look at the destinations simultaneously considered by those who considered Vietnam shows that "Taiwan" (26.3%) comprised the largest
percentage, followed by "Cambodia" (25.7%). In terms of actual destinations visited, "Vietnam" (42.7%) comprised the largest percentage,
followed by "Taiwan" (10.7%).
▽ Among the responses given as the reasons for considering, "prices seems cheap" (43.5%) comprised the largest percentage, followed by
"suited my budget" (40.0%) and "it was a location I had wanted to go to from before" (32.0%). Among the responses given as the reason for
deciding, "accompanying travelers wanted to go there" (15.1%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (68.8%) comprised
the largest percentage and followed by "travel agency is very reliable" (30.8%) and "includes spots I want to go to" (30.7%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Vietnam'12 Vietnam'11
When first thought of traveling 78 7.8 21.5 31.3 21.7 7.3 3.9 2.2 2.2 2.0 4.5 3.8 3.6
When started considering 78 1.8 9.7 35.0 26.0 15.7 4.7 1.8 3.3 2.0 3.1 2.6 2.5
When booked 78 ― 8.5 18.7 23.5 26.6 10.1 7.3 3.3 2.0 2.4 1.9 1.7
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
counte
rs
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
New
spap
er
ads
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Inte
rnet
(sm
artp
hone, e
tc.)
Mobi
le s
ites
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
TV
pro
gram
s an
d com
merc
ials
Acqu
ainta
nces
at t
rave
l
agencie
s
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
Fre
e fly
ers
and
flyers
in
new
spap
ers
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Seik
yo p
amph
lets
and
counte
rs
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 10.9 18.5 14.8 9.8 4.7 11.3 4.4 1.2 2.2 2.3 1.4 0.2 3.5 1.8 1.2 0.5 1.1 3.5
Vietnam'12 78 76.3 30.0 18.0 16.7 11.0 10.4 8.4 7.4 5.8 2.8 2.6 2.5 0.8 0.7 ― ― ― ― 0.7 1.3
0
20
40
60
80
100
Vietnam'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Vietnam'12 78 50.8 29.4 21.5 1.8 1.2 12.1 3.6
0
25
50
75
Vietnam'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Vietnam'12 78 56.6 26.7 14.5 ― 1.9 1.8 2.8
0
25
50
75
Vietnam'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 141
Vietnam
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Vietnam'12Reason for deciding Vietnam'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Vietnam'12
All
destinations/
Total '12
Vietnam'12
(n=4243) (n=78) (n=4243) (n=78)
Suited my budget 27.6 ◎ 40.0 8.8 10.2
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 30.3 11.0 8.5
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 ○ 15.7 2.2 2.8
I just happened to discover a good travel product 9.2 13.8 3.2 2.6
Suited my flying time or flight from the closest airport, etc. 5.5 ○ 11.3 0.8 ―
It suited the needs of accompanying travelers, such as my children 4.8 5.0 1.5 1.8
Because I wanted to earn miles 3.4 4.3 0.5 ―
It was a location I had wanted to go to from before 21.2 ◎ 32.0 10.3 10.8
Accompanying travelers wanted to go there 20.2 21.5 10.6 15.1
I was interested in a particular sightseeing spot 14.3 14.5 4.1 7.5
I had been there before and found that it was good 15.8 11.5 6.2 1.8
Was recommended by family members, acquaintances, friends 7.8 9.7 1.7 4.2
I have family members, relatives, acquaintances, friends at the destination 8.6 8.8 6.4 3.2
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 7.8 1.3 1.0
I felt like going after seeing the website of the travel bureau 2.3 4.2 0.2 ―
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 3.0 0.2 ―
I was interested in a particular event, activity 5.4 2.2 3.0 ―
Was recommended by a travel agent 1.5 ― 0.5 ―
Prices seems cheap 19.4 ◎ 43.5 3.6 ○ 12.9
Climate seems good 18.0 ○ 23.1 3.0 ―
Food seems good 18.8 19.5 3.4 1.3
Nature seems good 17.3 18.8 3.1 2.2
Seems safe 17.8 14.7 2.0 6.1
City seems good 14.9 11.4 1.8 ―
Timing of the trip seems good (best season at that destination, etc.) 6.6 6.8 1.6 1.8
Hotel I want to stay at seems good 4.4 4.1 1.6 3.3
Hospitality seems good 6.0 2.9 0.5 ―
Hygienic 4.8 2.2 0.1 ―
Other 8.6 1.8 6.7 2.9
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40 50
Reasons for considering Vietnam'12
Reason for deciding Vietnam'12
(%)
Sample
100.0 26.3 25.7 23.3 22.7 13.3 11.7 11.6 11.5 10.8 8.7 7.2 7.2 7.1 6.2 6.0 5.7 5.5 5.0 4.4 4.4 4.4 4.4
( 184 ) ( 48 ) ( 47 ) ( 43 ) ( 42 ) ( 24 ) ( 21 ) ( 21 ) ( 21 ) ( 20 ) ( 16 ) ( 13 ) ( 13 ) ( 13 ) ( 11 ) ( 11 ) ( 11 ) ( 10 ) ( 9 ) ( 8 ) ( 8 ) ( 8 ) ( 8 )
42.7 10.7 8.5 6.7 9.1 0.5 4.0 2.6 1.4 4.8 0.9 2.6 0.4 * 0.9 2.1 0.9 1.9 0.5 ― 0.9 ― 0.3
( 78 ) ( 20 ) ( 16 ) ( 12 ) ( 17 ) ( 1 ) ( 7 ) ( 5 ) ( 3 ) ( 9 ) ( 2 ) ( 5 ) ( 1 ) * ( 2 ) ( 4 ) ( 2 ) ( 3 ) ( 1 ) ( 0 ) ( 2 ) ( 0 ) ( 1 )
184 42.4 41.7 34.0 27.9 40.5 4.2 33.3 23.8 14.3 45.0 12.5 38.5 7.7 * 18.2 36.4 18.2 30.0 11.1 ― 25.0 ― 12.5
184
Destinations simultaneously
considered by those who considered
the Vietnam
Destinations actually visited by those
who considered the Vietnam184
Phuket Guam
Philippines
(other
than
beach
resorts)
Spain
Indonesia
(other
than
beach
resorts)
Okinawa Oceania
Other
places in
Asia
Hong
Kong
/ Macau
Korea
Thai
beaches
(other
than
Phuket)
Shanghai
Thailand
(other
than Thai
beaches)
Bali
Malaysia
(other
than
beach
resorts)
IndiaVietnam Taiwan Cambodia Singapore Turkey
Indonesian
beaches
(other
than Bali)
Malaysian
beaches
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Vietnam
Destinations actually visited by those who considered the Vietnam
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 142
Vietnam
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Vietnam'12
All
destinations
/Total '12
Vietnam'12
(n=2513) (n=50)
Price is cheap for the content 52.5 ◎ 68.8
Includes spots I want to go to 22.3 ○ 30.7
Can pay by credit card 16.3 17.6
There is city sightseeing 13.4 17.6
Cheap 27.6 × 17.2
Can visit many tourist spots 13.7 16.2
Content/Breakdown of the price indicated is clear 20.4 ▲ 15.2
There is a lot of free time 19.8 ▲ 14.5
Time stayed at destination is long 8.8 10.1
Discounts are available for early reservations 7.0 6.2
There is no city sightseeing 2.7 1.9
Discounts are available for children 1.7 ―
There are direct flights 16.0 20.2
It is an assuring airline 22.6 ▲ 16.6
It is a Japanese airline 6.8 ○ 14.8
Aircraft amenities (width of seats, etc.) are good 2.0 5.6
Is a flight that meets my schedule and connecting flights 7.6 5.6
Premium economy or business class or better 1.7 5.6
It is a well-known airline 9.1 4.8
Accumulate mileage with the airline used/affiliated 3.9 2.8
Departs from nearest airport 7.7 2.8
Aircraft equipment is good (new, clean) 2.1 1.1
Is a Low-Cost Carrier 1.2 ―
Is not a Low-Cost Carrier 0.6 ―
Hotel location is good 24.5 25.6
Transportation is provided to and from hotel 12.9 ○ 22.9
Hotel ambiance is nice / Grade of notoriety is high 17.5 18.2
Hotel facilities and services are complete 11.0 14.2
Hotel is designated 15.6 ▲ 7.3
Rooms suit my needs 5.3 5.6
Checkout time is late 1.3 ―
Check-in time is early 1.1 ―
Travel agency is very reliable 31.5 30.8
There are local staff who speak Japanese 12.5 ○ 17.9
Comes with guide 18.2 16.8
Travel agency is highly specialized 5.1 8.4
Travel agency is familiar 11.0 8.4
Travel agency is well known 10.6 7.8
Travel agency response is thorough 12.9 ▲ 6.2
There is a backup desk at destinations 4.8 5.6
Travel agency has good ability to arrange and do good work 8.5 ▲ 2.8
Travel agency is in a location easy to visit 4.1 2.8
All meals provided 12.3 ◎ 23.6
All breakfasts provided 11.9 ○ 20.2
Comes with famous dishes 9.2 ○ 15.7
Can make reservations right away 6.1 ○ 11.7
Can increase or decrease the number of nights 2.0 1.3
Possible to participate alone 2.7 ―
Other 1.2 2.8
Nothing in particular 3.6 3.1
Items considered important
Budg
et
and
conte
nt
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 20 40 60 80
Items considered important Vietnam'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 143
Vietnam
●Degree of satisfaction▽ The overall degree of satisfaction was 79.7%. A look at each degree of satisfaction attribute shows that
"relaxation / beauty treatments and massages" (83.5%) comprised the largest percentage and was followed by
"Meals" (79.1%) and "night life" (78.2%).
▽ Opinions and action after travel: "I became more fond of that country/area" (55.6%) comprised the largest
percentage and was followed by "I recommended (would like to recommend) to others that country/area"
(53.6%). Intention to revisit/total was 75.1%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Vietnam'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=78) 79.7
(n=77) 77.4
(n=24) 81.9
(n=75) 79.1
(n=64) 74.1
(n=41) 83.5
(n=78) 67.0
(n=78) 59.3
(n=37) 78.2
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
24.6
30.2
25.8
25.1
22.1
25.8
30.6
36.4
2.4
3.6
6.0
3.1
11.3
6.6
16.6
30.3
13.1
12.1
17.8
14.5
10.0
16.4
10.4
41.8
28.8
41.2
61.4
49.1
53.3
51.7
52.8
54.1% 25.7
8.7
19.1
17.8
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to stay
longer in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I'd like to try
more luxurious
travel in that
country/area
I made (would
like to make)
an album or
movies on a
PC or the web
I made (would
like to make)
an album with
printed out
images
I wrote (would
like to write)
on a blog or
SNS
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.5 46.7 42.5 36.7 26.0 20.9 17.2 7.2 13.6 10.9 9.4 74.0
Vietnam'12 78 55.6 53.6 48.0 38.5 26.6 21.0 20.9 14.3 11.7 11.3 4.7 11.1 75.1
0
20
40
60
Vietnam'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Bali'12 (n=64)
Bali'11 (n=78)
80.3
69.3
40.8
19.7
30.7
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Bali'12 (n=78) 6.6
Bali'11 (n=96) 7.3
18.1 15.7 10.2
28.8
11.8
13.2
12.9
13.9
5.4
6.2
11.0 4.614.7%
1.2
2.9
8.4
7.7
28.0
32.5
29.2
4.1
12.9
4.8
1.8
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Bali '12 (n=78)
Bali '11 (n=96)
3.7
6.4
8.4
10.2
18.4
14.5
21.3
17.7
9.1
12.9
23.5
12.7
11.0
9.8
10.0
8.1
5.8
14.1
18.3
12.7
23.1
6.8% 9.9 11.7
144
Bali
●Profile▽ Sex and age: "female 18-29 yrs" (23.5%) comprised the largest percentage and was followed by "male 40-49
yrs" (18.4%).
▽ Incidence of first visit: 64.7%.
▽ Number of trips overseas thus far: average of 17.6 times.
●Travel Outline▽ Travel expenses: average of 165,000 yen.
▽ Incidence of package tour use: 80.3%.
▽ Number of days traveled: average of 6.6 days.
▽ Accompanying travelers: "with friends (3 or more)" (19.5%) comprised the largest percentage and was followed
by "Couple travel" (17.8%).
▽ In terms of purposes of travel, "to relax and rest" (58.0%) comprised the largest percentage and was followed
by "Beauty treatments and massages" (55.9%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (31.3%) comprised the largest
percentage and was followed by "famous dishes" (17.2%).
▽ Total expenditures at destination: average of 152,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Bali '12 (n=78)
Bali '11 (n=96) 48.1
64.7
45.7%
51.9
35.3
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Bali '12 (n=78) 17.6
Bali '11 (n=96) 16.4
2.0
7.2 7.3
17.5
24.1
15.5
10.7
4.7
6.7
55.5
54.7
63.3
4.9%
14.6
11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Bali'12 (n=64) 16.5
Bali'11 (n=78) 15.6
Average
(tens of
1000s of
yen)
26.6 17.6
37.9
11.9
16.3
16.5
14.6
8.4
18.2
6.8
2.2
3.0
5.5
1.3
6.1
17.1%
18.6
26.6 36.8
4.6
3.7
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
All
destinations/
Total '12
Bali
'12
(n=5076) (n=78)
Married couple travel 25.6 13.5
Family travel (with children) 13.9 7.9
Travel alone 13.1 2.4
With friends (3 or more) 12.0 19.5
With friend (alone) 11.6 7.9
Family travel (with parents) 6.7 7.7
Couple travel 4.8 17.8
Honeymoon 3.5 8.4
Family travel (3 generations) 2.6 3.4
Other 6.1 11.5
0 10 20 30
All destinations/Total '12 Bali'12
(%)
145
Bali
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Bali'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Bali
'12 64 25.1 22.0 3.8 13.0 14.9 9.1 10.6 1.5 19.1 15.2
'11 78 17.6 29.9 6.5 21.7 10.6 4.0 9.7 ― 15.0 12.6
(%)
Average
(in 10s of 1000s of yen)
Bali'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Bali
'12 64 5.6 8.3 27.3 17.0 19.7 12.4 8.2 1.5 5.6 3.4
'11 78 7.4 5.5 23.5 18.2 16.4 24.5 4.4 ― 5.6 3.1
'12 64 14.7 13.9 33.8 13.8 11.2 9.6 1.5 1.5 2.4 1.8
'11 78 11.7 7.4 28.4 26.9 10.8 13.9 0.8 ― 2.6 2.1
'12 64 15.3 9.9 18.9 17.7 16.5 16.1 1.5 4.2 2.6 2.2
'11 78 10.3 13.3 25.0 14.8 20.3 12.1 4.2 ― 2.7 2.4Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Bali
'12
(n=5076) (n=78)
1 To relax and rest 32.5 58.0
2 Beauty treatments and massages 15.2 55.9
3 To shop 46.0 41.1
4 To visit famous sites and historic spots 49.6 40.0
5 To eat good food 50.3 36.4
6 To escape from the routine 25.0 29.1
7 To enjoy nature 20.7 28.3
8 To create memories 23.2 25.6
9 To experience a different culture 20.9 24.1
10 To view art 14.1 20.7
11 To engage in sports 7.7 18.7
12 To stay at luxury hotels 9.8 17.0
13 In expectation of interactions and new encounters with local people 10.0 12.1
14 To broaden my horizons/perspective 16.9 8.4
15 To experience places off the beaten track / adventures 4.7 8.0
16 Just to try getting to a foreign country 15.3 7.5
17 To attend a wedding ceremony 1.3 7.1
18 To see stimulation 11.4 6.5
19 To have a look at Japan from overseas 5.0 4.7
20 To see Japanese friends and acquaintances who live there 7.2 4.3
21 To visit a place that is in my memories 3.3 2.0
22 For my parents 3.1 1.3
23 To get a better grounding in hobbies and studies pursued 2.1 1.2
24 To view a sport event 1.7 ―
24 To enjoy a concert / musical performance 2.8 ―
24 To tour locations of filming 2.2 ―
24 To do a home-stay / study abroad 0.9 ―
24 Working holiday 0.2 ―
24 To see an event held during a particular time (carnival in Rio, etc.) 1.5 ―
24 To improve my language ability 4.5 ―
24 To visit a place that I live at before 1.6 ―
24 To benefit my career opportunities 0.7 ―
24 For my children 6.3 ―
Other 5.5 6.0
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Bali'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=52) (n=78) (n=78)
1 City sightseeing / Tour to surrounding area 31.3 29.9 17.2
2 Famous dishes 17.2 12.4 5.3
3 Visit famous and historic places 16.4 19.3 11.2
4 Beauty treatments, spa, massage, hot springs 15.9 18.9 30.6
5 Island tour 10.5 5.5 2.4
6 Shopping tour 7.4 6.1 12.1
7 Ethnic cultural experiences 5.3 2.2 3.7
8 Diving and snorkeling 3.6 4.6 2.5
9 Viewing of theater, musicals, concert, shows, etc. 2.7 4.1 14.0
10 Riding (horseback, rafting, etc.) 2.0 7.7 8.8
11 Golfing 1.8 5.7 1.2
12 Theme park 1.6 2.4 2.4
12 Dinner cruise 1.6 1.2 ―
12 Safari jungle tour 1.6 1.2 1.3
15 Pleasure cruise ― 2.0 3.5
15 Art museums and historic museums ― ― 0.8
15 Aquariums/zoos ― 3.3 6.1
15 To tour locations of filming ― ― ―
15 Other marine sports ― 7.4 8.2
15 Skiing and snowboarding ― ― ―
15 Outdoor (fishing, climbing, etc.) ― ― 1.1
15 Other sports ― ― 0.8
15 Sports viewing ― ― ―
15 Other event viewing ― 2.2 ―
15 Gambling ― ― 0.7
15 Night tour ― 0.7 ―
15 Instruction ― ― 1.1
15 Trains ― ― ―
15 Car rental ― 2.0 1.1
Other ― 3.2 1.9
Nothing 2.0 35.9 34.6
Don't know or don't remember ― 3.8 3.9
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation54.0
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 146
Bali
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 4.4 months prior to departure, "when started
considering" was given an average of 3.3 months prior to departure, and "when booked" was given an average of 2.7 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (71.6%) comprised
the largest percentage and was followed by "travel agency pamphlets" (36.5%) and "travel agency counters" (18.1%).
▽ In terms of means of inquiry, "web / e-mail" (51.7%) comprised the largest percentage and was followed by "by telephone" (32.2%) and
"visiting" (19.4%).
▽ In terms of means of booking, "web / e-mail" (49.7%) comprised the largest percentage and was followed by "visiting" (28.4%) and "by
telephone" (17.0%).
▽ A look at the destinations simultaneously considered by those who considered Bali shows that "Guam" (22.8%) comprised the largest
percentage, followed by "Phuket" (20.3%). In terms of actual destinations visited, "Bali" (33.6%) comprised the largest percentage, followed by
"Guam" (8.6%).
▽ Among the responses given as the reasons for considering, "climate seems good" (37.5%) comprised the largest percentage, followed by
"suited my budget" (33.8%) and "nature seems good" (32.8%). Among the responses given as the reason for deciding, "it was a location I had
wanted to go to from before" (14.0%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (59.8%) comprised
the largest percentage and followed by "hotel ambiance is nice / grade of notoriety is high" (29.8%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Bali'12 Bali'11
When first thought of traveling 64 12.5 21.2 26.6 24.2 8.5 1.5 ― ― 5.5 4.5 4.4 4.4
When started considering 64 6.6 9.0 29.4 30.7 13.1 7.3 ― ― 3.9 3.1 3.3 3.4
When booked 64 5.3 9.0 19.9 24.7 24.5 10.3 0.9 ― 5.5 2.4 2.7 2.5
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Tra
vel a
gency
counte
rs
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
TV
pro
gram
s an
d com
merc
ials
Seik
yo p
amph
lets
and
counte
rs
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Acqu
ainta
nces
at t
rave
l
agencie
s
New
spap
er
ads
Inte
rnet
(sm
artp
hone, e
tc.)
Mobi
le s
ites
Fre
e fly
ers
and
flyers
in
new
spap
ers
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 14.8 18.5 11.3 9.8 10.9 3.5 2.3 0.5 2.2 1.4 4.7 4.4 1.2 1.8 0.2 1.2 1.1 3.5
Bali'12 64 71.6 36.5 18.1 15.3 10.7 7.6 5.5 4.8 4.0 4.0 3.1 2.9 2.7 1.6 1.6 ― ― ― 1.3 10.2
0
20
40
60
80
100
Bali'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Bali'12 64 51.7 32.2 19.4 1.5 ― 14.7 7.5
0
25
50
75
Bali'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Bali'12 64 49.7 28.4 17.0 ― ― 3.1 6.9
0
25
50
75
Bali'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 147
Bali
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Bali'12 Reason for deciding Bali'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Bali'12
All
destinations/
Total '12
Bali'12
(n=4243) (n=64) (n=4243) (n=64)
Suited my budget 27.6 ○ 33.8 8.8 5.5
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 ▲ 26.4 11.0 9.4
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 9.2 2.2 ―
I just happened to discover a good travel product 9.2 5.4 3.2 ―
Suited my flying time or flight from the closest airport, etc. 5.5 3.7 0.8 ―
Because I wanted to earn miles 3.4 3.1 0.5 1.5
It suited the needs of accompanying travelers, such as my children 4.8 0.9 1.5 ―
It was a location I had wanted to go to from before 21.2 ○ 27.0 10.3 14.0
Accompanying travelers wanted to go there 20.2 19.7 10.6 11.0
Was recommended by family members, acquaintances, friends 7.8 ○ 13.0 1.7 1.3
I had been there before and found that it was good 15.8 ▲ 10.6 6.2 ○ 11.6
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 10.4 1.3 3.2
I was interested in a particular sightseeing spot 14.3 ▲ 7.9 4.1 3.8
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 5.0 0.2 ―
Was recommended by a travel agent 1.5 4.5 0.5 3.2
I was interested in a particular event, activity 5.4 3.1 3.0 ―
I felt like going after seeing the website of the travel bureau 2.3 2.7 0.2 ―
I have family members, relatives, acquaintances, friends at the destination 8.6 ▲ 1.5 6.4 ▲ ―
Climate seems good 18.0 ◎ 37.5 3.0 5.4
Nature seems good 17.3 ◎ 32.8 3.1 ○ 9.1
Prices seems cheap 19.4 ○ 27.8 3.6 5.8
Seems safe 17.8 16.8 2.0 1.5
Food seems good 18.8 ▲ 9.5 3.4 ―
Hotel I want to stay at seems good 4.4 9.3 1.6 1.5
Hospitality seems good 6.0 9.2 0.5 ―
City seems good 14.9 ▲ 6.8 1.8 ―
Hygienic 4.8 4.4 0.1 ―
Timing of the trip seems good (best season at that destination, etc.) 6.6 3.2 1.6 2.2
Other 8.6 13.5 6.7 10.3
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40
Reasons for considering Bali'12
Reason for deciding Bali'12
(%)
Sample
100.0 22.8 20.3 19.6 19.2 17.4 17.3 15.7 15.1 14.9 14.0 12.8 11.8 11.6 10.7 9.9 9.8 9.5 9.0 8.3
( 191 ) ( 44 ) ( 39 ) ( 38 ) ( 37 ) ( 33 ) ( 33 ) ( 30 ) ( 29 ) ( 29 ) ( 27 ) ( 24 ) ( 23 ) ( 22 ) ( 21 ) ( 19 ) ( 19 ) ( 18 ) ( 17 ) ( 16 )
33.6 8.6 3.4 6.7 1.5 5.5 3.6 3.0 3.2 3.1 3.0 5.9 2.5 3.2 2.0 0.7 1.8 4.4 * 1.4
( 64 ) ( 16 ) ( 6 ) ( 13 ) ( 3 ) ( 11 ) ( 7 ) ( 6 ) ( 6 ) ( 6 ) ( 6 ) ( 11 ) ( 5 ) ( 6 ) ( 4 ) ( 1 ) ( 3 ) ( 8 ) * ( 3 )
191 33.5 36.4 15.4 34.2 8.1 33.3 21.2 20.0 20.7 20.7 22.2 45.8 21.7 27.3 19.0 5.3 15.8 44.4 * 18.8
Hawaii
(other
than
Oahu)
Indonesia
(other
than
beach
resorts)
Okinawa Palau
Thai
beaches
(other
than
Phuket)
Indonesian
beaches
(other
than Bali)
Hong
Kong
/ Macau
Malaysian
beachesOceania
Cebu
Island
Thailand
(other
than Thai
beaches)
VietnamSaipanHawaii
(Oahu)Singapore KoreaBali Guam Phuket Taiwan
191
Destinations simultaneously
considered by those who
considered the Bali
Destinations actually visited by
those who considered the Bali191
Rate of actual visit to country /
area considered
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Bali
Destinations actually visited by those who considered the Bali
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 148
Bali
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Bali'12
All
destinations
/Total '12
Bali'12
(n=2513) (n=52)
Price is cheap for the content 52.5 ○ 59.8
There is a lot of free time 19.8 ○ 25.7
Cheap 27.6 ▲ 20.2
Time stayed at destination is long 8.8 ◎ 19.9
Can visit many tourist spots 13.7 13.7
Content/Breakdown of the price indicated is clear 20.4 ▲ 13.3
Includes spots I want to go to 22.3 ▲ 13.2
Discounts are available for early reservations 7.0 ○ 12.3
Can pay by credit card 16.3 ▲ 9.4
There is city sightseeing 13.4 ▲ 4.4
Discounts are available for children 1.7 1.8
There is no city sightseeing 2.7 ―
There are direct flights 16.0 20.8
Is a flight that meets my schedule and connecting flights 7.6 12.3
It is an assuring airline 22.6 × 12.2
Departs from nearest airport 7.7 8.1
Premium economy or business class or better 1.7 5.2
It is a well-known airline 9.1 ▲ 3.8
Is a Low-Cost Carrier 1.2 2.0
Is not a Low-Cost Carrier 0.6 1.8
It is a Japanese airline 6.8 ▲ ―
Accumulate mileage with the airline used/affiliated 3.9 ―
Aircraft equipment is good (new, clean) 2.1 ―
Aircraft amenities (width of seats, etc.) are good 2.0 ―
Hotel ambiance is nice / Grade of notoriety is high 17.5 ◎ 29.8
Hotel is designated 15.6 ◎ 26.5
Hotel location is good 24.5 21.8
Hotel facilities and services are complete 11.0 ○ 19.0
Transportation is provided to and from hotel 12.9 17.1
Rooms suit my needs 5.3 6.3
Checkout time is late 1.3 3.3
Check-in time is early 1.1 ―
Travel agency is very reliable 31.5 × 14.4
There are local staff who speak Japanese 12.5 14.3
There is a backup desk at destinations 4.8 8.6
Travel agency is familiar 11.0 7.5
Travel agency response is thorough 12.9 ▲ 6.4
Travel agency is highly specialized 5.1 6.2
Travel agency is in a location easy to visit 4.1 6.1
Travel agency has good ability to arrange and do good work 8.5 5.8
Travel agency is well known 10.6 ▲ 4.7
Comes with guide 18.2 × ―
All breakfasts provided 11.9 ○ 19.6
All meals provided 12.3 11.1
Comes with famous dishes 9.2 6.7
Can make reservations right away 6.1 1.8
Can increase or decrease the number of nights 2.0 ―
Possible to participate alone 2.7 ―
Other 1.2 ―
Nothing in particular 3.6 5.8
Items considered important
Budg
et
and
conte
nt
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
0 20 40 60 80
Items considered important Bali'12(%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 149
Bali
●Degree of satisfaction▽ The overall degree of satisfaction was 92.7%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (89.6%) comprised the largest percentage and was followed by "local hospitality"
(86.1%) and "relaxation / beauty treatments and massages" (85.0%).
▽ Opinions and action after travel: "I became more fond of that country/area" (60.7%) comprised the largest
percentage and was followed by "I recommended (would like to recommend) to others that country/area"
(45.0%) and "I'd like to go to a different area in that country/area" (45.0%). Intention to revisit/total was 74.9%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Bali'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=74) 92.7
(n=69) 89.6
(n=43) 83.2
(n=74) 83.6
(n=65) 80.2
(n=59) 85.0
(n=74) 86.1
(n=74) 72.8
(n=40) 77.5
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
22.7
16.9
34.2
23.0
18.0
22.7
31.4
26.4
0.8
-
-
2.2
3.1
1.0
3.7
18.3
11.6
10.4
16.8
14.3
16.7
10.2
9.0
10.951.1
41.4
63.4
67.1
57.2
49.3
66.3
66.9
76.6% 16.1
14.0
6.5
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to stay
longer in that
country/area
I'd like to try
more luxurious
travel in that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
traveling more
deeply in the
same area
I collected
(would like to
collect)
information
about that
country/area
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album with
printed out
images
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.5 46.7 42.5 17.2 36.7 26.0 20.9 10.9 13.6 7.2 9.4 74.0
Bali'12 74 60.7 45.0 45.0 39.9 28.4 26.7 20.1 16.8 14.5 13.6 10.0 7.8 74.9
0
20
40
60
80
Bali'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012
Used/Total Didn't use/Total
●Legend
All destinations/Total '12 (n=4243)
Oceania'12 (n=127)
Oceania'11 (n=128)
55.2
50.6
40.8
44.8
49.4
59.2%
3 days
or less4 days 5 days 6 days 7 days
8-
9 days
10-
14 days
15 days
or more
Average
(days)
●Legend
All destinations/Total '12 (n=5076) 7.3
Oceania'12 (n=154) 13.4
Oceania'11 (n=151) 12.2
18.1 15.7 10.2
13.2
11.8
23.8
21.7
13.9
18.3
17.1
11.0
13.3
11.6
4.6
14.3
11.7
14.7%
1.8
1.6
1.3
2.6
11.5
20.4
15.7
Male
18-29
yrs
Male
30-39
yrs
Male
40-49
yrs
Male
50 yrs
or older
Female
18-29
yrs
Female
30-39
yrs
Female
40-49
yrs
Female
50 yrs
or older
●Legend
All destinations/Total '12 (n=5076)
Oceania '12 (n=154)
Oceania '11 (n=151)
7.4
8.2
9.0
11.9
8.6
8.0
21.3
26.8
21.9
12.9
17.1
20.0
11.0
9.3
12.6
8.1
7.0
6.9
18.3
14.7
10.4
6.8% 9.9 11.7
150
Oceania
●Profile▽ Sex and age: "male 50 yrs or older" (26.8%) comprised the largest percentage and was followed by "female
18-29 yrs" (17.1%).
▽ Incidence of first visit: 50.3%.
▽ Number of trips overseas thus far: average of 12.7 times.
●Travel Outline▽ Travel expenses: average of 244,000 yen.
▽ Incidence of package tour use: 55.2%.
▽ Number of days traveled: average of 13.4 days.
▽ Accompanying travelers: "married couple travel" (25.3%) comprised the largest percentage and was followed
by "travel alone" (15.0%).
▽ In terms of purposes of travel, "to enjoy nature" (58.8%) comprised the largest percentage and was followed by
"to relax and rest" (34.8%).
▽ Local activities included in package: "city sightseeing / tour to surrounding area" (54.8%) comprised the largest
percentage and was followed by "visit famous and historic places" (26.2%).
▽ Total expenditures at destination: average of 300,000 yen.
Profile
Travel Outline
■Incidence of first visit
(Those for whom this destination was their last/Single answer)
■Number of trips abroad thus far
(Those for whom this destination was their last/Single answer)
■Travel expenses
(Those involved in the consideration of travel plans/Single answer)
■Rate of use of package tours
(Those involved in the consideration of travel plans/Single answer)
■Number of days traveled
(Those for whom this destination was their last/Single answer)
† "Used/Total" indicates the sum of "Used a tour that included just about all sightseeing,
activities, and meals," "Used a tour that included part of sightseeing, activities, and meals
but also included a certain degree of free time," and "Used a tour that basically included
free activity at destination beyond roundtrip air ticket, hotel accommodations, and local
transportation."
First visit Repeater
●Legend
All destinations/Total '12 (n=5076)
Oceania '12 (n=154)
Oceania '11 (n=151) 59.7
50.3
45.7%
40.3
49.7
54.3
† Ways of asking the questions differed between the 2012 study and 2011 study
† Travel expenses refer to:
Those who went on package tours: The total amount paid for one adult, including all
miscellaneous expenses (airport tax, local taxes, fuel surcharge, insurance, etc.)
Those who went on travel other than package tours (2012 survey): Air ticket expenses for
one adult (including various expenses) + expenses for hotels and accommodation facilities
for one adult (the total amount if answered separately)
Those who went on travel other than package tours (2011 survey): Total accommodation
expenses and transportation expenses including air fares
■Sex and age
(Those for whom this destination was their last/Single answer)
Once 2-3 times 4-6 times 7-9 times10 times or
more
Average
(times)
●Legend
All destinations/Total '12 (n=5076) 14.4
Oceania '12 (n=154) 12.7
Oceania '11 (n=151) 10.4
6.1
7.5
12.3
16.4
17.5
17.4
20.0
10.7
9.4
10.8
55.5
54.7
45.3
4.9% 11.4
49,999
yen
or less
50,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
299,999
yen
300,000-
399,999
yen
400,000
yen
or more
●Legend
All destinations/Total '12 (n=4243) 15.2
Oceania'12 (n=127) 24.4
Oceania'11 (n=128) 24.2
Average
(tens of
1000s of
yen)
26.6 17.6
15.4
11.9
16.9
20.5
14.6
23.7
24.6
6.8
16.1
15.2
5.5
14.61.5
4.0
17.1%
8.2
9.2 16.4 13.7
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 151
Oceania
■Accompanying travelers (Those for whom this destination was their last/Single answer)
■Purposes of travel
(Those for whom this destination was their last/Multiple answer)■Activities at destination
(Those for whom this destination was their last/Multiple answer)
All
destinations/
Total '12
Oceania
'12
(n=5076) (n=154)
Married couple travel 25.6 25.3
Family travel (with children) 13.9 12.0
Travel alone 13.1 15.0
With friends (3 or more) 12.0 11.4
With friend (alone) 11.6 7.4
Family travel (with parents) 6.7 6.1
Couple travel 4.8 3.2
Honeymoon 3.5 7.7
Family travel (3 generations) 2.6 3.9
Other 6.1 8.0
0 10 20 30
All destinations/Total '12 Oceania'12
(%)
■Expenditures at destination (Those involved in the consideration of travel plans/Single answer each)
(%)
Average
(in 10s of 1000s of yen)
Oceania'12
Sample
49,999
yen
or less
50,000-
79,999
yen
80,000-
99,999
yen
100,000-
149,999
yen
150,000-
199,999
yen
200,000-
249,999
yen
250,000
yen or
more
No ans.
All
destinations/
Total
Oceania
'12 127 6.3 8.8 5.5 14.6 10.5 11.1 41.9 1.3 19.1 30.0
'11 128 15.0 11.0 12.1 21.5 15.0 5.6 17.2 2.6 15.0 15.6
(%)
Average
(in 10s of 1000s of yen)
Oceania'12
Sample
4,999 yen
or less
5,000-
9,999 yen
10,000-
19,999
yen
20,000-
29,999
yen
30,000-
49,999
yen
50,000-
99,999
yen
100,000
yen or
more
No ans.
All
destinations/
Total
Oceania
'12 127 1.4 5.7 17.6 18.5 18.4 21.2 15.3 2.0 5.6 4.9
'11 128 5.2 3.6 20.9 23.8 19.3 17.8 6.8 2.6 5.6 4.0
'12 127 4.1 8.5 13.9 20.0 19.8 21.8 9.8 2.0 2.4 4.1
'11 128 9.1 5.8 14.7 20.3 22.8 18.5 6.3 2.6 2.6 3.4
'12 127 13.7 1.9 8.6 14.2 17.6 21.2 21.6 1.3 2.6 5.5
'11 128 11.9 3.8 12.9 16.9 14.8 24.7 11.5 3.4 2.7 4.3Sightseeing and activities
Total amount
Shopping
Meals
(%)
All
destinations
/Total '12
Oceania
'12
(n=5076) (n=154)
1 To enjoy nature 20.7 58.8
2 To relax and rest 32.5 34.8
3 To eat good food 50.3 31.7
4 To visit famous sites and historic spots 49.6 31.4
5 To create memories 23.2 27.4
6 To shop 46.0 25.8
7 To escape from the routine 25.0 23.1
8 To engage in sports 7.7 18.1
9 To experience a different culture 20.9 17.1
10 In expectation of interactions and new encounters with local people 10.0 16.1
11 To experience places off the beaten track / adventures 4.7 15.4
12 Just to try getting to a foreign country 15.3 14.0
13 To broaden my horizons/perspective 16.9 13.4
14 To improve my language ability 4.5 13.1
15 To see Japanese friends and acquaintances who live there 7.2 11.0
16 For my children 6.3 10.9
17 To see stimulation 11.4 8.2
18 To stay at luxury hotels 9.8 7.7
19 To have a look at Japan from overseas 5.0 7.4
20 To do a home-stay / study abroad 0.9 7.1
21 To visit a place that is in my memories 3.3 5.9
22 To view a sport event 1.7 5.2
23 To view art 14.1 4.0
24 To visit a place that I live at before 1.6 3.5
25 To tour locations of filming 2.2 2.8
25 For my parents 3.1 2.8
27 To get a better grounding in hobbies and studies pursued 2.1 2.4
28 Working holiday 0.2 2.3
29 To enjoy a concert / musical performance 2.8 1.9
30 To attend a wedding ceremony 1.3 1.8
31 To benefit my career opportunities 0.7 1.7
32 Beauty treatments and massages 15.2 0.9
33 To see an event held during a particular time (carnival in Rio, etc.) 1.5 0.4
Other 5.5 5.2
† The averages for all "Total amount," "shopping," "Meals," and
"Sightseeing and activities" items were tabulated excluding
"no answer."
† Ways of asking the questions differed between the 2012
study and 2011 study
† Reference data for the 2011 study
† "Total amount" includes expenses used locally for things
other than "shopping," "meals," and "sightseeing and activities"
† "Included in the package" items were calculated on the basis of package tour users.
(%)
Oceania'12
included in
the package
†
applied for in
Japan
applied for
on the spot
(n=70) (n=154) (n=154)
1 City sightseeing / Tour to surrounding area 54.8 18.0 11.9
2 Visit famous and historic places 26.2 7.3 9.1
3 Pleasure cruise 22.3 9.9 12.4
4 Island tour 22.2 7.9 10.2
5 Famous dishes 19.8 2.3 4.2
6 Outdoor (fishing, climbing, etc.) 9.4 8.2 1.1
7 Aquariums/zoos 9.0 5.4 9.2
8 Diving and snorkeling 8.6 8.0 5.9
9 Shopping tour 8.1 3.3 2.1
10 Theme park 7.0 1.2 4.2
11 Trains 6.3 1.3 4.7
12 Ethnic cultural experiences 4.9 0.9 0.9
13 Dinner cruise 4.5 2.9 0.6
14 Art museums and historic museums 3.8 1.1 7.6
15 Safari jungle tour 2.6 1.1 0.7
16 Viewing of theater, musicals, concert, shows, etc. 2.4 1.1 1.6
16 Night tour 2.4 2.0 6.1
18 Car rental 2.3 7.9 6.0
19 Other sports 1.4 2.4 2.2
20 To tour locations of filming ― ― 0.7
20 Beauty treatments, spa, massage, hot springs ― 1.4 2.1
20 Golfing ― 2.4 3.8
20 Other marine sports ― 2.7 3.0
20 Skiing and snowboarding ― 0.5 1.1
20 Riding (horseback, rafting, etc.) ― 6.3 8.1
20 Sports viewing ― 1.1 2.3
20 Other event viewing ― ― ―
20 Gambling ― ― 1.6
20 Instruction ― ― ―
Other 2.4 3.3 3.3
Nothing 1.4 41.8 37.6
Don't know or don't remember 2.0 2.5 4.1
Free activity at destination beyond roundtrip air ticket,
hotel accommodations, and local transportation28.9
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 152
Oceania
●Actions Taken in the Consideration Process▽ In terms of the timing of consideration, "when first thought of traveling" was given an average of 5.7 months prior to departure, "when started
considering" was given an average of 3.6 months prior to departure, and "when booked" was given an average of 2.4 months prior to
departure.
▽ A look at the sources of information used in making comparisons for the sake of consideration shows that "Internet (PC)" (79.4%) comprised
the largest percentage and was followed by "travel agency pamphlets" (38.4%) and "guidebooks ( 'Chikyuu no arukikata,' etc.)" (22.6%).
▽ In terms of means of inquiry, "web / e-mail" (59.1%) comprised the largest percentage and was followed by "by telephone" (24.5%) and
"visiting" (22.5%).
▽ In terms of means of booking, "web / e-mail" (61.3%) comprised the largest percentage and was followed by "visiting"(20.2%) and "by
telephone" (17.9%).
▽ A look at the destinations simultaneously considered by those who considered Oceania shows that "Hawaii (Oahu)" (21.0%) comprised the
largest percentage, followed by "Guam" (17.3%). In terms of actual destinations visited, "Oceania" (41.6%) comprised the largest percentage,
followed by "Hawaii (Oahu)" (9.2%).
▽ Among the responses given as the reasons for considering, "nature seems good" (35.1%) comprised the largest percentage, followed by
"climate seems good" (29.5%) and "Seems safe" (26.6%). Among the responses given as the reason for deciding, "nature seems good"
(11.7%) comprised the largest percentage.
▽ A look at key factors and points considered important when deciding on a tour shows that "price is cheap for the content" (48.6%) comprised
the largest percentage and followed by "includes spots I want to go to" (37.8%).
Actions Taken in the Consideration Process
■Timing of consideration (Those involved in the consideration of travel plans/Single answer each)
■Sources of information for making comparisons to consider (Those involved in the consideration of travel plans/Multiple answer)
Sample
7 or more
months prior
to departure
5-6 months
prior to
departure
3-4 months
prior to
departure
2 months
prior to
departure
1 month
prior to
departure
Within 3
weeks prior to
departure
Within 2
weeks prior to
departure
Within 1
week prior to
departure
Don't
know/Don't
remember
All
destinations/
Total '12
Oceania'12 Oceania'11
When first thought of traveling 127 22.1 17.8 30.9 10.2 9.8 ― 0.5 1.2 7.6 4.5 5.7 5.6
When started considering 127 10.6 15.6 26.3 20.1 16.3 3.3 0.5 1.2 6.1 3.1 3.6 3.6
When booked 127 3.9 5.9 27.9 16.9 29.0 7.3 1.7 1.2 6.1 2.4 2.4 2.6
Average (months prior)0
10
20
30
40
50
When first thought of traveling
When started considering
When booked
(%)
Sample
Inte
rnet
(PC
)
Tra
vel a
gency
pam
phle
ts
Guid
ebo
oks
("C
hik
yuu n
o
aruki
kata
," e
tc.)
Tra
vel a
gency
counte
rs
Feedb
ack
and
intr
odu
ctions
(word
-of-
mouth
) of fr
iends
,
acqu
ainta
nces,
fam
ily m
em
bers
Info
rmat
ion m
agaz
ines
sent
from
trav
el a
gents
and
airlin
es
Guid
ebo
ok-
styl
e m
agaz
ines
such a
s "R
uru
bu H
awai
i," e
tc.
Ove
rseas
tra
vel m
agaz
ines
oth
er
than
guid
ebo
ok-
styl
e
mag
azin
es
TV
pro
gram
s an
d com
merc
ials
Inte
rnet
(sm
artp
hone, e
tc.)
New
spap
er
ads
Mobi
le s
ites
Art
icle
s an
d ad
s in
genera
l-
inte
rest
mag
azin
es
Direct
mai
l and
mem
bers
mag
azin
es
from
cre
dit
car
d
com
panie
s
Fre
e fly
ers
and
flyers
in
new
spap
ers
Seik
yo p
amph
lets
and
counte
rs
Tra
nsp
ort
atio
n a
ds o
n t
rain
s an
d
at s
tations
Acqu
ainta
nces
at t
rave
l
agencie
s
Oth
er
I do
n't r
eal
ly g
ather
info
rmat
ion
All destinations/Total '12 4243 80.3 31.3 18.5 14.8 9.8 10.9 11.3 3.5 2.3 4.4 4.7 1.2 2.2 1.2 1.8 0.5 0.2 1.4 1.1 3.5
Oceania'12 127 79.4 38.4 22.6 16.2 12.0 11.0 8.3 5.9 5.4 4.7 4.2 2.8 2.7 1.8 1.6 0.9 0.4 0.4 2.7 7.0
0
20
40
60
80
100
Oceania'12
All destinations/Total '12
(%)
■Means of inquiry
(Those involved in the consideration of travel plans/Multiple answer)
■Means of booking
(Those involved in the consideration of travel plans/Multiple answer)
† "web/e-mail" combines "by Internet or
e-mail (PC)," "by Internet or text
(smartphone)," and "by Internet or text
(mobile phone)."
Sample
Web/
e-mail †
By
telephoneVisiting By fax Other
Haven't
really
inquired
Don't
know/
Don't
remember
All destinations/Total '12 4243 56.9 24.3 18.9 1.0 1.2 13.0 3.5
Oceania'12 127 59.1 24.5 22.5 ― 0.7 10.1 3.1
0
25
50
75
Oceania'12
All destinations/Total '12
(%)
Sample
Web/
e-mail †Visiting
By
telephoneBy fax Other
Have not
made
reservations
Don't
know/
Don't
remember
All destinations/Total '12 4243 64.3 21.7 15.5 0.7 1.7 0.9 2.4
Oceania'12 127 61.3 20.2 17.9 ― 5.0 1.4 3.1
0
25
50
75
Oceania'12
All destinations/Total '12
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 153
Oceania
Of the 306 respondents who considered Oceania
・those who actually visited Australia / those who considered Australia = 97 / 250
・those who actually visited New Zealand / those who considered New Zealand = 26 / 104
・those who actually visited other Oceania / those who considered other Oceania = 5 / 23
† Number of people in parentheses.
† "Destinations actually visited" were counted with multiple answers about the last country / area visited in 2011.
† Of those who considered Oceania (Australia, New Zealand, other Oceania) as destinations, those who actually visited either area were counted in "Destinations actually visited."
† "Rate of actual visit to country / area considered" was calculated by dividing by the number of actual visitors by those who considered.
† Those higher than the rate of visit to the area are shaded.
† Areas considered by less than 30 samples are not shaded.
† "*": No items applicable.
■The top 20 destinations simultaneously considered as possible destinations
by those who considered the area and the destinations actually visited
(Those who considered the destination as a possibility/Multiple answer)
■Reason for having considered the area as a destination / Reason for deciding on the area
(Those involved in the consideration of travel plans /
"Reasons for considering" were multiple answers, "Reason for deciding" was single answer)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Reasons for considering Oceania'12Reason for deciding Oceania'12
Reasons for considering Reason for decidingAll
destinations/
Total '12
Oceania'12
All
destinations/
Total '12
Oceania'12
(n=4243) (n=127) (n=4243) (n=127)
Suited my date of departure, date of return, day of the week, travel period, etc. 32.0 × 18.7 11.0 ▲ 6.0
Suited my budget 27.6 × 11.9 8.8 4.8
I just happened to discover a good travel product 9.2 7.7 3.2 1.4
Suited my booking needs such as available seat on plane, available room at hotel, etc. 6.8 5.2 2.2 0.6
It suited the needs of accompanying travelers, such as my children 4.8 4.9 1.5 0.8
Because I wanted to earn miles 3.4 1.2 0.5 ―
Suited my flying time or flight from the closest airport, etc. 5.5 1.1 0.8 ―
It was a location I had wanted to go to from before 21.2 18.4 10.3 9.2
I was interested in a particular sightseeing spot 14.3 18.0 4.1 1.7
I have family members, relatives, acquaintances, friends at the destination 8.6 ○ 16.2 6.4 9.3
Accompanying travelers wanted to go there 20.2 ▲ 15.1 10.6 6.8
I had been there before and found that it was good 15.8 13.7 6.2 6.0
Was recommended by family members, acquaintances, friends 7.8 10.7 1.7 1.1
I felt like going after seeing it on TV, in a magazine, on the web, etc. 8.1 10.5 1.3 2.5
I was interested in a particular event, activity 5.4 ○ 10.5 3.0 7.4
I felt like going after seeing it in a blog, hearing about it through word-of-mouth communication, etc. 2.4 5.1 0.2 ―
I felt like going after seeing the website of the travel bureau 2.3 2.3 0.2 ―
Was recommended by a travel agent 1.5 1.9 0.5 ―
Nature seems good 17.3 ◎ 35.1 3.1 ○ 11.7
Climate seems good 18.0 ◎ 29.5 3.0 6.7
Seems safe 17.8 ○ 26.6 2.0 ○ 8.7
City seems good 14.9 16.2 1.8 1.3
Timing of the trip seems good (best season at that destination, etc.) 6.6 ○ 13.5 1.6 3.0
Hygienic 4.8 ○ 9.9 0.1 ―
Food seems good 18.8 × 8.5 3.4 2.5
Hospitality seems good 6.0 6.3 0.5 0.7
Prices seems cheap 19.4 × 3.6 3.6 ―
Hotel I want to stay at seems good 4.4 1.9 1.6 ―
Other 8.6 8.6 6.7 7.6
Recom
menda
tion b
y se
lf / o
thers
Char
acte
rist
ics
of th
e
dest
inat
ion
Budg
et
/ C
ondi
tions
0 10 20 30 40
Reasons for considering Oceania'12
Reason for deciding Oceania'12
(%)
Sample
100.0 21.0 17.3 12.9 12.1 11.8 11.4 9.7 9.7 9.5 9.1 8.7 8.1 7.8 7.3 7.0 6.9 6.9 6.7 6.0
( 306 ) ( 64 ) ( 53 ) ( 39 ) ( 37 ) ( 36 ) ( 35 ) ( 30 ) ( 30 ) ( 29 ) ( 28 ) ( 27 ) ( 25 ) ( 24 ) ( 22 ) ( 21 ) ( 21 ) ( 21 ) ( 20 ) ( 18 )
41.6 9.2 5.2 2.8 5.8 2.7 1.8 2.1 2.6 1.0 1.8 2.9 0.2 2.3 * 2.2 1.0 4.3 * 0.8
( 127 ) ( 28 ) ( 16 ) ( 8 ) ( 18 ) ( 8 ) ( 5 ) ( 6 ) ( 8 ) ( 3 ) ( 6 ) ( 9 ) ( 1 ) ( 7 ) * ( 7 ) ( 3 ) ( 13 ) * ( 3 )
306 41.5 43.8 30.2 20.5 48.6 22.2 14.3 20.0 26.7 10.3 21.4 33.3 4.0 29.2 * 33.3 14.3 61.9 * 16.7Rate of actual visit to country /
area considered
OceaniaHawaii
(Oahu)Guam
Hawaii
(other
than
Oahu)
Italy France UK Spain Singapore BaliCanada
/ AlaskaTaiwan Saipan Germany Hokkaido
USA
WestTurkey Korea Okinawa
Other
nations in
west
Europe
306
Destinations simultaneously
considered by those who
considered the Oceania
Destinations actually visited by
those who considered the
Oceania
306
0
20
40
60
80
100
Destinations simultaneously considered by those who considered the Oceania
Destinations actually visited by those who considered the Oceania
(%)
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 154
Oceania
■Points considered important factors in selecting a tour (Package tour users/Multiple answer)
Items considered important Oceania'12
All
destinations
/Total '12
Oceania'12
(n=2513) (n=70)
Price is cheap for the content 52.5 48.6
Includes spots I want to go to 22.3 ◎ 37.8
Can pay by credit card 16.3 ○ 22.0
Cheap 27.6 ▲ 21.8
Content/Breakdown of the price indicated is clear 20.4 19.6
There is a lot of free time 19.8 17.4
Can visit many tourist spots 13.7 13.4
There is city sightseeing 13.4 13.1
Time stayed at destination is long 8.8 8.1
Discounts are available for early reservations 7.0 7.2
Discounts are available for children 1.7 2.5
There is no city sightseeing 2.7 1.2
There are direct flights 16.0 19.1
It is an assuring airline 22.6 ▲ 14.1
Is a flight that meets my schedule and connecting flights 7.6 9.6
It is a well-known airline 9.1 6.0
Accumulate mileage with the airline used/affiliated 3.9 3.3
It is a Japanese airline 6.8 3.2
Aircraft amenities (width of seats, etc.) are good 2.0 3.2
Aircraft equipment is good (new, clean) 2.1 2.6
Is a Low-Cost Carrier 1.2 2.4
Premium economy or business class or better 1.7 2.4
Departs from nearest airport 7.7 ▲ 1.4
Is not a Low-Cost Carrier 0.6 0.9
Hotel location is good 24.5 25.3
Transportation is provided to and from hotel 12.9 11.6
Hotel facilities and services are complete 11.0 10.4
Hotel ambiance is nice / Grade of notoriety is high 17.5 ▲ 10.0
Rooms suit my needs 5.3 6.0
Hotel is designated 15.6 × 5.5
Checkout time is late 1.3 2.3
Check-in time is early 1.1 2.0
Travel agency is very reliable 31.5 27.0
There are local staff who speak Japanese 12.5 ◎ 24.0
Travel agency response is thorough 12.9 17.1
Comes with guide 18.2 14.6
Travel agency is familiar 11.0 10.5
Travel agency is well known 10.6 9.8
Travel agency has good ability to arrange and do good work 8.5 8.0
There is a backup desk at destinations 4.8 8.0
Travel agency is in a location easy to visit 4.1 3.5
Travel agency is highly specialized 5.1 3.4
All breakfasts provided 11.9 15.7
All meals provided 12.3 15.7
Comes with famous dishes 9.2 7.3
Can make reservations right away 6.1 2.6
Can increase or decrease the number of nights 2.0 1.2
Possible to participate alone 2.7 1.2
Other 1.2 ―
Nothing in particular 3.6 4.3
Airlin
e a
nd
airp
ort
Accom
moda
tions
Tra
vel a
gency
Oth
er
Budg
et
and
conte
nt
Items considered important
0 20 40 60
Items considered important Oceania'12 (%)
† Difference from the total value
Compared to the total value
◎: 10 points or more higher ○: 5-10 points higher
▲: 5-10 points lower ×: 10 points or more lower
Report: Analysis by Each Destination
AB-ROAD Overseas Travel Survey 2012 155
Oceania
●Degree of satisfaction▽ The overall degree of satisfaction was 94.1%. A look at each degree of satisfaction attribute shows that
"sightseeing / viewing" (95.9%) comprised the largest percentage and was followed by "safety / hygiene"
(94.3%) and "night life" (90.2%).
▽ Opinions and action after travel: "I became more fond of that country/area" (65.6%) comprised the largest
percentage and was followed by "I'd like to go to a different area in that country/area" (60.4%). Intention to
revisit/total was 82.4%.
■Degree of satisfaction (Those for whom this destination was the first among their final destinations/Single answer each)
Oceania'12
I went with expectation
and found those
expectations met
I went without
expectations but found it
was good upon going
I went without
expectations and found
that it wasn't good
I went with expectations
but ended up disappointed
was good /
Total
●Legend
(n=154) 94.1
(n=147) 95.9
(n=101) 90.0
(n=152) 81.2
(n=141) 78.6
(n=46) 89.4
(n=154) 88.9
(n=154) 94.3
(n=87) 90.2
Overall
(travel in general in that country / area)
Sightseeing / Viewing
Sports / Hands-on Activities
Meals
Night life
Shopping
Relaxation / Beauty Treatments and
Massages
Local Hospitality
Safety / Hygiene
14.5
19.2
23.1
23.1
26.3
29.8
18.6
25.6
0.4
-
-
8.6
7.9
-
5.2
3.1
10.0
10.3
13.5
10.6
5.9
6.864.5
75.7
59.1
63.1
55.5
58.1
70.8
81.4
81.6% 12.5
2.7 3.0
4.1
5.5
† "Was good / Total" represents the sum of "I went with expectations and found those expectations met" and "I went without expectations but found it
was good upon going."
(For "sightseeing / viewing," "sports / hands-on activities," "Meals," "shopping," "relaxation / beauty treatments and massages," and "night life,"
tabulations were done excluding those who did not engage in these matters.)
† For those who visited multiple countries / areas on their last trip in 2011, questioning about degree of satisfaction was limited to the country / area
that was the first destination.
† Items for which there were under 30 samples are included as reference data.
† "Intention to re-visit/total" refers to the total for "I'd like to stay longer in that country/area," "I'd like to try more luxurious travel in that country/area,"
"I'd like to try going to that country/area in a different season/period," "I'd like to go to a different area in that country/area," and "I'd like to try
traveling more deeply in the same area"
† Those who visited multiple countries/areas on the last trip in 2011 were asked for their opinions and actions after travel only in reference to the first
country/area visited
■Opinions and Action after Travel (Those for whom this destination was the first among their final destinations/Multiple answer)
Sample
I became more
fond of that
country/area
I'd like to go to
a different area
in that
country/area
I'd like to stay
longer in that
country/area
I
recommended
(would like to
recommend)
to others that
country/area
I'd like to try
going to that
country/area
in a different
season/period
I'd like to try
traveling more
deeply in the
same area
I'd like to try
more luxurious
travel in that
country/area
I made (would
like to make)
an album with
printed out
images
I collected
(would like to
collect)
information
about that
country/area
I wrote (would
like to write)
on a blog or
SNS
I made (would
like to make)
an album or
movies on a
PC or the web
None of the
above
Intention to
revisit/total
All destinations/Total '12 5076 57.0 46.7 42.5 46.5 36.7 26.0 17.2 13.6 20.9 10.9 7.2 9.4 74.0
Oceania'12 154 65.6 60.4 50.3 50.1 41.9 19.9 17.1 15.0 14.0 12.5 6.6 5.9 82.4
0
20
40
60
80
Oceania'12
All destinations/Total '12
(%)
Issue : JULY 2012
AB-ROAD Research Center, RECRUIT CO.,LTD.
GranTokyo SOUTHTOWER,1-9-2 Marunouchi Chiyoda-ku Tokyo
Copyright(C) RECRUIT.CO.,LTD.