CHANGE AND OPPORTUNITY IN THE JAPANESE OUTBOUND TOURISM INDUSTRY

In contrast to the extensive research carried out on the characteristics of the Japanese traveller in Australia, very little is known of the main generating source of these tourists: the Japanese tour wholesaler industry. This paper attempts to redress this imbalance by providing an understanding of the historical development of Japan's tour wholesalers within the context of the general outbound travel industry. A brief history, along with the main features of the outbound industry, and the critical marketing issues facing the industry, are provided. The paper argues that: (1) the orientation of research into the inbound Japanese market, namely the characteristics of the Japanese traveller in Australia, is overly narrow; and (2) the main Japanese "customer" for Australian tourism operators and suppliers is the tour wholesaler - not the tourist - and it is toward these organizations that more intensive marketing and research efforts must now be directed. Opportunities for Australian operators arising from recent developments in the Japanese outbound market are discussed. Suggestions for future research are offered (a) For the covering entry of this conference, see IRRD abstract no 861523.

• Availability:
  • Find a library where document is available. Order URL: http://worldcat.org/isbn/064218240X
• Corporate Authors:

  AUSTRALIA. BUREAU OF TOURISM RESEARCH

  GPO BOX 1545
  CANBERRA, ACT  Australia  2601
• Authors:
  • MARCH, R
• Conference:
  • BUILDING A RESEARCH BASE IN TOURISM: PROCEEDINGS OF THE NATIONAL CONFERENCE ON TOURISM RESEARCH, MARCH 1993, UNIVERSITY OF SYDNEY
• Publication Date: 1993

Language

• English

Media Info

• Features: References;
• Pagination: p. 107-17

Subject/Index Terms

• TRT Terms: Conferences; History; Industries; Marketing; Tourism
• Geographic Terms: Australia; Japan
• ITRD Terms: 8006: Australia; 8525: Conference; 9096: History; 332: Industry; 8053: Japan; 277: Marketing; 9143: Tourism
• Subject Areas: History;

Filing Info

• Accession Number: 00674975
• Record Type: Publication
• Source Agency: ARRB
• ISBN: 0-642-18240-X
• Files: ITRD, ATRI
• Created Date: Mar 28 1995 12:00AM