Towards a Better Future
In the month of March 2011, Japan was struck hard by a natural disaster. This earthquake was known as the “Great East Japan Earthquake” which caused a tsunami (Euromonitor, 2013). Tourism in Japan was at a standstill for about year until 2012. During the year of 2011, Japanese people did not travel and “people refrained from leisure activities” (Euromonitor, 2013). About a year after the earthquake, tourism grew and there was “an increased desire to travel” (Euromonitor, 2013). The population of Japan is 128 million people, with a major city (Tokyo) which is home to 35 million people (Berger, 2010). According to Berger, Japan is “third in the world for money spent on research and development” (Berger, 2010). Along with research and development there are changes in consumer decisions. Japan’s consumer behavior changed after the tsunami. Japanese people sought to spend time with family and friends and a “desire to travel” per say (Euromonitor, 2013). This change in mindset supported tourism in Japan with an increase in inbound and outbound tourism (Euromonitor, 2013).
Advantages and Disadvantages of Japan
How does Japan differ from China or other Asian countries? One advantage of Japan is the ownership of airlines with low prices (Euromonitor, 2013). There are other countries with budget airlines. What makes Japan different? They are a competitive in the market focusing on their strengths. Their strengths include “competitive prices, safety and higher quality…service” (Euromonitor, 2013). This can relate to the topic of SWOT Analysis, focusing on ones strengths in the internal operating environment (Pike, 2008). This can also be referred to as “service differentiation (Pike, 2008). These include the five characteristics such as intangibility, inseparability, variability, and perishability. Cynthia Coldren states service is the “… [delivery of] intangible services” (Coldren, 2006). Another advantage of Japan is the visa regulations. Japan allows multiple-entry visas. By doing this, it creates a new emerging market for inbound travelers.
One disadvantage of Japan is the “political situation” between China and South Korea (Euromonitor, 2013). Why is this a disadvantage? The inbound and outbound markets of Japan are specifically China and South Korea. The decline of tourist’s arrivals and departures were present in late 2012, the cause “territorial disputes” (Euromonitor, 2013). This is a threat as seen in the SWOT matrix. One defensive strategy is to market Japan in outside market. Euromonitor suggests that this would maintain “Japan’s inbound tourism” (Euromonitor, 2013).
Marketing Campaign “Visit Japan”
With the new emerging inbound tourists in mind, the number of trips in 2012 reached 8 million (Euromonitor, 2013). The impact of the Great East Japan Earthquake was so large, but Japan’s tourism industry recovered in 2013. How did the industry recover? What were the goals? International tourists...