浅析日本游客的来华旅游动机——对进一步开发日本来华旅游市场的思考

An Analysis on the Motive of the Japanese Tourists Coming to China——The Thought about the Prospective of a Further Open-up Japanese Market

日本作为中国最大的客源国,进一步开拓日本来华客源市场,是发展中国入境旅游的一大关键。为此,分析日本游客的来华旅游动机,针对不同的团队制订差异化的营销策略以及开发具有针对性的旅游产品具有重要的意义。本文将日本游客来华旅游动机大致分为九类,并与其国际出境旅游动机作比较,指出中国在开拓日本来华旅游市场上的优势与不足,且对进一步开拓日本旅华市场进行了一定的探讨,认为进一步开拓日本旅华市场的关键在于:必须在保持和发展中老年市场的基础上,针对日本青少年及女性市场,开发出一系列对他们具有吸引力的、有新意的旅游项目。

Japan is the most important tourists exporting country to China and it is very critical to develop China＇s tourism to open up the market of Japanese tourists that come to China. For this reason, analyzing the motives of Japanese tourists who make a tour to China and formulating different marketing strategies and developing distinctive tourist products for different motive groups will be of great importance. This text divides the motives of Japanese tourists that come to China into about nine different types; and compares their motives with that of the Japanese who make a tour to any other countries and then points out the advantages and disadvantages of opening up the market of Japanese tourists that make a tour to China .Furthermore, this article inquires into the question on how to promote the Chinese tourist market for Japanese in a correct way. One is keeping on and developing the middle-aged and old-aged markets and other is developing some attractive and original tourist projects which aims at the Japanese teenagers＇ and women＇s markets. If we can deal with it this way.