Impact of Japanese travelers’ psychographics on domestic travel intention during the COVID-19 pandemic

Abstract

To develop tourism products and campaigns that will not only help the tourism industry to survive, but also revive and sustain it in the future, it is imperative to understand the behavioral intentions of leisure travelers during the coronavirus disease (COVID-19) pandemic. This study aims to explore how Japanese traveler segments are characterized by their attitudes and feelings toward domestic travel during the COVID-19 pandemic. A market research study was conducted on Japanese nationals, using 1353 questionnaires in the analysis. A factor analysis was generated in six attitude dimensions: 1) COVID-19 Anxiety, 2) Government Mistrust, 3) Psychological Impact, 4) Optimistic Outlook, 5) Financial Impact, and 6) Social Anxiety; through K-means cluster analysis, the segmentation produced three distinct tourist segments: Confident Travelers, Anxious Travelers, and Social Travelers. Each segment is clearly described in terms of attitudes, considering distinct socio-demographic characteristics. Practical suggestions on how to manage and target these segments include implementing travel packages with minimal face-to-face contact for anxious travelers, travel subsidies through national campaigns for confident travelers, or conventional marketing campaigns for social travelers.