tomoki0kun’s diary


今日のボヤキ 6/25

今日のボヤキ 6/25


















English edition 6/25


With the easing of restrictions on foreigners entering Japan starting in June, will Japan ever be as vibrant again as it was three years ago?
Japan is still at the top of the rankings as a tourist destination, but things are looking a little different from traditional tourism.


Kotoconsumption" in Japan
Recently, an increasing number of foreign visitors to Japan seem to have a clear purpose in mind. The number of tourists who are not only buying things, but are also emphasizing "koto consumption," or experience-based consumption, seems to be on the rise.
There are many experiences that one cannot have without coming to Japan. As seen in TV programs, people come to Japan to actually experience the rarities, aesthetics, and values of Japan's unique culture in order to create a positive cycle of real fulfillment and happiness by going through them. This is the reason why more and more foreigners want to have direct contact with Japan and Japanese people in their hobbies and work. We often hear that many foreigners want to visit Japan once the new Corona is finished, and that the popularity of Japan is growing by the day.


Experience Value Marketing
Let's dig a little deeper into experience value marketing. There are five elements of experience value.
Sense" (sensory value), "Feel" (emotional value), "Th (emotional value), THINK (creative/cognitive value), ACT (physical value), and RELATE (value of the body). RELATE (value derived from relationships within the organization).
Of course, it is possible to create experience value without fulfilling all five elements. The key is how to combine the five elements to provide experience value to each customer.


Tourism seems to change from seeing to experiencing. However, if the way individuals feel and see things changes, more people will want to visit the same sightseeing spot again, even if it is the same place.

For example, in Kyoto, cycling, known as adventure tourism, is very popular, especially in the Arashiyama area. Overseas, people are more interested in the SDGs than in Japan, and I believe that the nature-themed tourism industry will continue to grow for some time to come.

Why not experience a new style of tourism while you still can?