Expectations of Japanese ecotourists by Masaru Takayama

NPO 法人エコロッジ協会
www.japan-ecolodge.org
Expectations of Japanese eco-tourists
April 22, 2015
President, Spirit of Japan Travel
Masaru Takayama

NPO 法人エコロッジ協会www.japan-ecolodge.org
HISTORY OF ECOTOURISM IN JAPAN
Data from: CONSUMERS’ NEEDS REPORT IN REGARDS TO ECOTOURISM and Ministry of Environment Japan
•1982: IUCN recognizes ecotourism as an effective tool for conservation
•1989: Ogasawara Whale Watching Association founded
•1990: TIES founded
•1991: Japanese Envenronment Agency investigates ecotourism for tourism
promotion in Okinawa
•1993: Natural World Heritage sites Shirakami mountains, Yakushima island –
ecotour operators open business
•1996: Iriomote Island (Okinawa) Ecotourism Association founded
•1998: Japan Ecotourism Promotion Council founded
•2008: Ecotourism Promotion Law took effect
www.ecolodge.travel www.eco-tourism.jpSpirit of Japan Travel – travel like no other

RECOGNITION OF ECOTOUR IN JAPAN
Data from: CONSUMERS’ NEEDS REPORT IN REGARDS TO ECOTOURISM
•Average of 57% know or heard about it
•In reverse, 40% are indifferent
•8.3% of women 30s and 40s actually
participated
•4.8% of women 50 and over participated
•Men are generally less active at 3%
•Least is woman in 20s
Data reflect 500 responses in Tokyo

POTENTIAL JAPANESE ECOTOUIRSTS
Data from: CONSUMERS’ NEEDS REPORT IN REGARDS TO ECOTOURISM
6.0%
6.0%
8.4%
15.7%
11.9%
9.6%
9.6%
8.4%
13.1%
16.9%
10.8%
15.5%
21.7%
14.4%
59.0%
58.3%
57.8%
59.0%
56.0%
56.6%
57.8%
21.7%
17.9%
15.7%
10.8%
11.9%
9.6%
14.6%
0% 20% 40% 60% 80% 100%
men 20s
men 30-40
men <50
women 20s
women 30-40
women <50
average
love
like
interested
not interested
no
About 80% can be the potential ecotourists across the boardTarget potential ecotourists are women with time & money

US$40.0
US$45.0
US$50.0
US$55.0
US$60.0
US$65.0
US$70.0
US$75.0
US$80.0
US$85.0
IDEAL COST US$71. US$73. US$58. US$78. US$62. US$73. US$72. US$58. US$69.
men
20s
men
30-40
men
<50
women
20s
women
30-40
women
<50
pro con
averag
e
PREFERRED ECOTOUR PRICE IN JAPAN
•For 1 day, half say under 50USD
•Women in 20s willing to pay 80USD or more
•Generally 20s and 30s understand the benefit of participation
•Men over 50 do not want to pay as much, USD50max
w/
intere
st
No
intere
st

PRIORITIES TO OBSERVE FOR JAPANESE ECOTOURISTS
•Cost effectiveness, not necessarily cheap, but reasonable
•Local food in style, varieties with good presentation, better with
interpretation (etc. place, picture of farmer/fisherman), organic
•Hospitality and comfort, value added service

PRIORITIES TO OBSERVE FOR JAPANESE ECOTOURISTS
•Clean toilets, ask for toilet stop every hour
•Now with automatic lid censors, audio, bidet, thermometer, uric
acid level checker, blood pressure, body weight (BMI), graphs
•Sanitized cutlery and plates, reusable wet-towels
•Japanese or European cars/vans
•Local gifts/souvenirs (for family and friends)

“YAMA” mountain girls – adventurous and fashionable
•The new generation of girl hikers
•Young and fully equipped
•Colorful and fashionable
•Some soft, some hard adventure

Since 2009 – signs of Yama girl fashion booming and the first
magazine dedicated for young women climbers published
THIS HAS INTRODUCED THE WHOLE NEW INDUSTRY

• mountain skirts – why limited to long pants?
• physical exercise – good for staying in shape
• family bonds – now a hard-core trekking father can take the
whole family
• stress free – many that work in the city needs a weekend escape
• tourism products – ‘only girls’ hiking tour, ‘yamagirl college’

Active senior – adventurous couples with time and money
• coming to retiring age or have retired
• want to be independent, want to keep the money for them
• rely on word of mouth and don’t believe mass-media
• key words “healthy and safe”, “comfortable”, “entertaining and
intellectural curiosity”, “customized”, etc.

Active senior – adventurous couples with time and money
• born in between 1947 and 1949 after WWII, 7 million people
• early senior aged 65-74, 75% are in good health condition
• experienced insdustrialization and massive consumption
• extremely eco-conscious
• internet savvy

ISSUES TO BE TACKLED TO PROMOTE ESTONIA
 Ecotour needs to include eco-
accommodation
 Major travel agencies may
bring bus loads of tourists in
the name of ecotour
 Ecotour operators must show
their contribution to the
community
 Majority expect the Japanese-
speaking guides and/the
Japanese tour leader
 Japanese websites with good
photos of activities and food
 On-line international payment
still hesitant

Thank you for your kind attention.
Masaru Takayama
Spirit of Japan Travel
http://www.eco-tourism.jp/
Enjoy Japan with Spirit of Japan Travel
Japan's Community-based Ecotourism & Cultural Heritage Tourism Specialist
Linkedin: http://www.linkedin.com/in/masaruecotourism

Expectations of Japanese ecotourists by Masaru Takayama

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Expectations of Japanese ecotourists by Masaru Takayama