CAN SENSORY MARKETING BE USED TO ADDRESS OVERTOURISM? EVIDENCE FROM RELIGIOUS ATTRACTIONS IN KYOTO, JAPAN

Abstract

The issue of overtourism have been discussed for decades. Addressing the problems caused by excessive tourist numbers in confined areas is vital, especially in cities like Kyoto, known for its cultural and religious attractions. This study delves into the experiences of visitors at Kyoto's religious sites, with a particular focus on overtourism and sensory elements.The research analyses TripAdvisor reviews spanning from October 2010 to March 2020, covering the top twenty-five religious attractions in Kyoto. Through systematic text analysis tools like topic modelling and Leximancer, four key themes emerge: "Walk," "Impressive," "Beautiful," and "Crowded." These themes encapsulate tourists' experiences, including exploring temples, appreciating scenic beauty, and grappling with overcrowding.The study underscores the overtourism challenge in Kyoto, substantiated by numerous mentions of crowded conditions in reviews. Interestingly, tourists often recommend arriving early to mitigate overcrowding, reflecting their adaptability and positive outlook even in crowded situations. Sensory analysis reveals that visual experiences dominate, followed by gustatory, haptic, auditory, and olfactory sensations. This suggests that tourists are drawn to religious sites not just for their spiritual significance but also for the rich sensory experiences they offer.These findings have implications for destination marketing and management. Stakeholders can leverage insights from user reviews to craft effective advertising content. By promoting lesser-known temples and incorporating sensory marketing strategies, Destination Management Organizations (DMOs) can encourage tourists to diversify their visits, thereby alleviating the pressure on overcrowded sites. Collaboration with tour operators and effective marketing can also facilitate the inclusion of overlooked destinations in tour itineraries, fostering a more balanced distribution of visitors.