Abstract
This paper examines the potential to attract Japanese tourists into rural areas. It draws on primary data associated with Japanese long-haul market research conducted by the Canadian Tourism Commission, the US Travel and Tourism Administration, and the Secretaria de Turismo de Mexico in 1995. The main research hypothesis guiding this paper was that a strong long-haul pleasure market for rural tourism experiences existed in Japan, and that this market could be differentiated from other more generic Japanese long-haul travellers. The data from this study indicates that there are many significant differences in the demographic, attitudinal and behavioural characteristics of potential Japanese ‘rural’ travellers compared to their ‘non-rural’ counterparts. Recommendations for rural areas interested in attracting Japanese travellers include establishing regional rural tourism organisations, assessing product-market match, enhancing and marketing tourism products and creating increased awareness amongst tour operators.
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