Focus Group Discussion: Japan Tourism Marketing Research in a Post-Covid World
- Research Service Type :
- Region :
- Countries :
Australia, China, France, Singapore, Taiwan, Thailand, United Kingdom, United States
- Industry :
background & purpose
In order to plan the scenario to stimulate demand for inbound tourist to Japan in a Post-Covid world, our client was interested in looking for strategic marketing ideas. The market research regarding Japanese travel and tourism was done in Australia, China, France, Singapore, Taiwan, Thailand, United Kingdom, and United States.
Understanding the Japanese tourism market
What does Japan’s tourism market mainly consist of?
They consist of the following segments:
- Lodging: Hotels, ryokans, Japanese inns
- Travel Service providers
- Transportation
- Food and Beverages
- Events
- Souvenirs
project scope & action
Design the questionnaires for tourism market research
Recruit the suitable moderator and panelist (total: 44) for the Focus Group Discussions (FGDs)
Moderate FGDs and conduct a concept test for Japan travel market research
Prepare summary analysis with finding report
DELIVERABLES
- Summary of FGDs
- Result of the concept test
- Panelists ’ profile
- Qualitative Data Collection and Summary Analysis
