Can Senior Travelers Save Japanese Hot Springs? A Psychographic Segmentation of Visitors and Their Intention to Visit Onsen Establishments during COVID-19

Isabell Handler

doi:10.3390/su14042306

Abstract

To develop tourism products and campaigns that will not just help Japanese hot springs survive but revive and sustain them in the future, it is imperative to understand the behavioral intentions of its visitors during the coronavirus disease (COVID-19) pandemic. This study aims to investigate how the important market of senior Japanese visitors is characterized by their attitudes and feelings toward visiting hot springs during the COVID-19 pandemic. In addition, it explores whether external travel incentives can increase seniors’ intention to visit. A market research study was conducted on Japanese nationals, using 507 questionnaires. A factor analysis generated five attitude dimensions: (1) response efficacy, (2) perceived COVID-19 infectability, (3) self-efficacy, (4) crowding perception and feeling, and (5) perceived threat severity. Through k-means cluster analysis, the segmentation produced three distinct tourist segments: trusting seniors, concerned seniors, and indifferent seniors. Each segment is clearly described in terms of attitudes, considering distinct sociodemographic characteristics. Practical suggestions on managing and targeting these segments are also discussed.

Highlights

This study focuses on the Japanese hot spring establishment called onsen, which is, according to Japanese law, defined as “hot water of at least 25 degrees springing from either natural or manmade holes” [3]
This may form a driving force and relate to the person’s updated knowledge of health problems, environmental degradation, or renewed interest in novelty seeking. They tested these assumptions using qualitative and quantitative methods involving visitors to wellness sites, tourism professionals, travel agents, and managers of wellness hotels, to develop a scale for a quantitative study. This scale was deemed the best option for the current study as it was developed in Taiwan, which has many hot springs with several similarities to onsen establishments; they share a strong focus on thermal water, healthy meals, and the natural environment
Collected data on income could not be presented as it is considered inappropriate in the Japanese cultural context

Summary

Introduction

Sustainability 2022, 14, In recent years, the senior population has increased in many developed countries, and Japan is no exception Of their 125 million citizens, 51 million (41%) are aged over 55 years [1] and are worth considering as an attractive tourist segment because their average income of 5.5 million to 11 million yen is considerably higher than that of their younger cohorts [2]. It is, important for tourism managers and policymakers to thoroughly understand this customer segment, as it can contribute significantly to the revenue of tourist attractions and business recovery post-COVID-19. It plays a vital role in Japan’s wellness tourism, accumulating more than USD 12 billion in revenue in

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