Tracking survey in Thailand, Indonesia and Vietnam on the visit to Japan Jun 2018

Transcription

1 Tracking survey in Thailand, Indonesia and Vietnam on the visit to Japan Jun 2018

2 Content P3 Overview P4 P11 P16 The state of s to Japan in Thailand, Indonesia and Vietnam Understanding s dissatisfaction when travelling to Japan Attracting s from Thailand, Indonesia and Vietnam P23 The state of s spending P26 Summary P28 Introducing W&S overseas survey P31 Contact Information

3 Overview Survey method Online quantitative survey Conduct period March 13th (Tue) - April 9th (Mon), 2018 Country of survey Thailand, Indonesia, Vietnam Respondent Male/ Female who have visited Japan in past 3 years (01 March February 2018) Number of qualified respondents Thailand 260ss, Indonesia 260ss, Vietnam 252ss Number of questions 27 questions (8 screening + 19 main) Research firm Yimresearch (W&S Thailand), Nusaresearch (W&S Indonesia), Vinaresearch (W&S Vietnam) Quota Country N years old Male years old 40 years old~ years old Female years old 40 years old~ Thailand Indonesia Vietnam

4 The state of s to Japan in Thailand, Indonesia and Vietnam

5 The state of s travelling to Japan in Thailand Thailand Number of qualified respondents (n=260) Summary Source: Japan National Tourism Organization (JNTO) 46.5% of respondent are 1st-time, and 31.9% are 2nd-time. Regarding purpose of visit, honeymoon is the second most popular reason (19.6%), and this figure is high compared to Indonesia and Vietnam. Year Number of s travelling to Japan Sightse eing 737,943 Compare to last year Ratio by region/cou ntry Period of Mar Feb ,731 Comme rcial 34, % 4.0% Number of visit Purpose of visit Others 24,106 1st time 46.5% Sightseeing / Leisure 79.6% Sightse eing 838,092 2nd time 31.9% Honeymoon 19.6% ,525 Comme rcial 36, % 3.8% 3rd time 12.3% Others 27,030 4th time 3.1% Watching sport events 0.4% Sightse eing 919,000 ~5th time 6.2% Visiting relatives/ acquaintances 0.4% ,211 Comme rcial 38, % 3.4% Others 29,224

6 The state of s travelling to Japan in Indonesia Indonesia Number of qualified respondents (n=260) Summary Source: Japan National Tourism Organization (JNTO) 1st-time accounts for 48.3%, while repeater (second time or more) is 51.7%. For visiting purposes, sightseeing and leisure contributes 95%. Year Number of s travelling to Japan Compare to last year Ratio by region/cou ntry Sightse eing 164,040 Period of Mar Feb ,083 Comme rcial 18, % 1.0% Number of visit Purpose of visit Others 22,469 1st time 43.8% Sightseeing / Leisure 95.0% Sightse eing 218,373 2nd time 37.3% Visiting relatives/ acquaintances 2.3% ,014 Comme rcial 25, % 1.1% 3rd time 14.6% Others 27,243 4th time 2.7% Honeymoon 2.3% Sightse eing 291,532 ~5th time 1.5% Watching sport events 0.4% ,330 Comme rcial 28, % Others 32,496

7 The state of s travelling to Japan in Vietnam Vietnam Number of qualified respondents (n=252) Summary Source: Japan National Tourism Organization (JNTO) The fresh is 38.5%, the repeater (2nd time or more) is 61.5%. Comparing 3 countries, it shows that Vietnam repeater's rate is high. Year Number of s travelling to Japan Compare to last year Ratio by region/cou ntry Sightse eing 62,060 Period of Mar Feb ,395 Comme rcial 23, % 0.9% Number of visit Purpose of visit Others 99,804 1st time 38.5% Sightseeing / Leisure 91.3% Sightse eing 77,099 2nd time 43.7% Visiting relatives/ acquaintances 6.3% ,763 Comme rcial 29, % 3rd time 10.3% Others 127,647 4th time 2.4% Honeymoon 1.6% Sightse eing 107,162 ~5th time 5.2% Watching sport events 0.8% ,898 Comme rcial 33, % 1.1% Others 168,337

8 Type of experience that the s of each country prefer to have next time Thailand (n=260) Indonesia (n=260) Vietnam (n=252) Eat Japanese food", Drink Japanese alcoholic beverages", Go nature/scenery sightseeing", Get into a hot spring", and Walk in shopping districts" are mentioned most (> 40%). Popularity of Eat Japanese food", Go nature/scenery sightseeing", Experience four seasons is high that exceeds 30%. Popularity of Eat Japanese food", Take a hot spring, Go nature/scenery sightseeing", Experience four seasons is high that exceeds 30% Eat Japan food Drink Japan sake Stay in a Japanese-style inn Take a hot spring Nature/scenery sightseeing Walking in shopping districts Shopping Galleries/museums Theme parks Ski/snowboard Other sports (golf, etc.) 0.0 Thailand Indonesia Vietnam Performance (Kabuki, theater, Spectator sport (Sumo, soccer, Nature tours, Experience in Seasons (cherry blossoms, Visiting film/anime settings Experience Japanese Experience Japanese everyday Enjoy Japanese pop culture Medical treatment/medical

9 type and accommodation style when visiting Japan type Group tour is the highest in Indonesia (54.2%). In Thailand, products for personal travel with flight and accommodation set is the most popular (37.3%). Accommodation style Ryokan (Japanese-style room) is the most popular accommodation style among the Indonesian (63.1%), followed by the Thai (60%). On the other hand, 52% of Vietnamese people stayed at guest house Hotel (Western-style center) "Took group tour planned by travel agency" Ryokan (Japanese style center) "Used package tour designed for personal travelling, included roundtrip air (ship) ticket and accommadation""used package tour designed for personal travelling, included roundtrip air ticket and accommadation" "Villa/Condominium Apartment " "School dormitory Company owned accommodation " Relatives/ acquaintance's house "Used tour separately roundtrip air (ship) ticket and accommmodation" Youth Hostel guest house Capsule hotel Thailand Indonesia Vietnam Thailand Indonesia Vietnam

10 Popularity of Japan s sightseeing route Hokkaido - Route to Asian Natural Treasures is the most prevalent route across 3 countries gaining more than 50% of awareness. The second most popular tour is The Flower Of Japan, Kansai mentioned by more than 50% of Indonesian and Vietnamese s. In contrast, Route Romantique San in is least known tour (25%). Hokkaido - Route to Asian Natural Treasures Exploration to the Deep North of Japan Shoryudo (Dragon-rise Region) The flower of Japan, Kansai The Inland Sea, Setouchi Spiritual Island "Shikoku Henro" Onsen Island Kyushu "Relax & Rejoice" Amazing Northernmost Japan,Hokkaido route The Wider Kanto Route Around Tokyo Route Romantique San'in Visit Our Exciting Ryukyu Islands in The Pacific Ocean Thailand n=260) Indonesia (n=260) Vietnam (n=252)

11 Understanding s dissatisfaction when travelling to Japan

12 Number of cases of inconvenience / dissatisfaction that we asked s to Japan Accommodation Listening to s feedback and trying to minimize their dissatisfactions are efforts to increase the number of 1st-time travelers and repeaters.language barrier is the biggest problem of all 3 countrires s. Inability to speak English is one of the main reasons and issues of not only the Japanese but some foreign travelers as well. Therefore, having instructions in additional languages apart from English is essential. Thailand Indonesia Vietnam (n=260) (n=260) (n=252) Language barrier 23 persons 60 persons Cultural difference 4 persons 73 persons 2 persons 13 persons High rental cost / Expensive 2 persons 5 persons 14 persons Address is difficult to find 8 persons 0 person 3 pesons Accommodation is small/ uncomfortable 4 persons 9 persons 10 persons Location is inconvenient (far from center, bus/metro station ) 2 persons 4 persons 6 persons Facilities are poor (lack of amenities, not clean ) 16 persons 7 persons 7 persons Have issue in booking room (no room left, requested room is not available, 4 persons 5 persons 4 persons Have difficulty in using Japan's devices/ equipments 4 persons 2 persons 4 persons Not familiar with traffic system (streets, buses, subway ) 17 persons 2 persons 13 persons Visa procedure is complicated/ difficult 3 persons 0 person 5 persons Disappointed with the places that visited.( difference from picture I 2 persons 0 person 0 persons Air lines issue (Flight delayed,flight cancled) 27 persons 0 person 0 persons About environment (the weather, climate change, crowded, etc.) 9 persons 0 person 0 persons

13 Number of cases of inconvenience / dissatisfaction that we asked s to Japan Shopping Language barrier is the biggest problem of all 3 countrires s, followed by difficulty in payment among Thai (19 persons) and high price for Indonesian (16 persons) and Vietnamese (22 persons). Thailand (n=260) Indonesia (n=260) Vietnam (n=252) Language barrier 27 persons 46 persons 69 persons High rental cost / Expensive 11 persons 16 persons 22 persons Have difficulty in money exchange 7 persons 6 persons 19 persons Have difficulty in payment 19 persons 1 person 3 persons Have difficulty in buying product (hard to find, lots of similar products/ stores ) 8 persons 3 persons 4 persons Have difficulty in getting to the store (stay far away, don't know where to go, get lost, walk a lot, etc ) 13 persons 1 person 10 persons No bargain 3 persons 8 persons 4 persons Bad service of salesperson 0 person 7 persons 0 person Crowded, long queue 9 persons 0 person 0 person

14 Number of cases of inconvenience / dissatisfaction that we asked s to Japan Restaurant Language barrier (67 persons) and unfavorable food (45 persons) are 2 biggest inconvenience of Thai. For Indonesian, they find unfavorable food and finding HALAL-labelled restaurant the most inconvenience (25 persons for each). Vietnamese s have similar problem as Thai with unfavorable food (55 persons) and language (35 persons). Thailand (n=260) Indonesia (n=260) Vietnam (n=252) Food is not to my taste (sushi, raw dishes, spicy dishes ) 45 persons 25 persons 55 persons Language barrier (cannot order, cannot understand menu ) 13 persons 25 persons 67 persons High price / Expensive 4 persons 5 persons 9 persons Have to wait for long time 7 persons 4 persons 2 persons Have difficulty in getting to the restaurant (far away from hotel, don't know where to go, hard to find ) 9 persons 1 person 7 persons Is crowded/ noisy 17 persons 1 person 2 persons Have difficulty in finding HALAL label at restaurants 3 persons 25 persons 0 person

15 Despite being inconvenient and dissatisfied, what is your intention of returning to Japan again? Intention to visit Japan again Language barrier is the main reason of dissatisfaction among s of all 3 countries. Their intention of returning is as the following. Regarding top-box level, Vietnamese intention is the highest (80.6%), then come Indonesian s (70.4%) and Thai s (56.2%). Considering TOP 2 BOX, intention of returning is generally high across 3 countries with more than 90%. Extremely want to visit again Want to visit again Neutral Don't want to visit again Extremely not want to visit again (n=260) Thailand % 20% 40% 60% 80% 100% (n=260) Indonesia (n=252) Vietnam % 20% 40% 60% 80% 100%

16 Attracting s from Thailand, Indonesia and Vietnam

17 Important factors in making decision of oversea travel destination(s) Destinations shown in my favorite TV or drama has great influence on destination choice of the Indonesian and Thai, while the Vietnamese s decision is affected by word-of-mouth information. I'm easily attracted to the destination where shown in my favorite TV or drama. After watched TVC regarding to travel, it makes me want to go to that destinations. I'm easily attracted to the destination where shown in ling TV program. I'm easily attracted to the destination where has good reputation from my society. I'm easily attracted to the destination where shown in magazine. I'm easily attracted to the destination where shown in blog. I'm easily attracted to the destination where shown in ads on SNS. After read/ saw of specific place, it makes me want to go to that place. I'm easily attracted to the destination where shown on billboard ads. I'm easily attracted to the destination where shown on flyer. I'm easily attracted to the destination where is recommended by travel agency. I'm easily attracted to the destination where is sold as tour/ package in travel agency. I'm easily attracted to discounted tour or package. I'm easily attracted to lower price tour or package. I'm easily attracted to the destination where is just introduced in travel agency office. I'm easily attracted to the destination where is talked by people. I'm easily attracted to the destination when people talked about travelling to the destination Thailand (n=260) Indonesia (n=260) Vietnam (n=252)

18 Choosing destination for sightseeing referenced information SNS plays key role in attracting s of these 3 countries to Japan. Creating opportunity for tourists to take and share photos of travel destinations is a way to increase awareness of those places and motivate travelers to go there. In Vietnam, it is considered that travel agency, advertising on travel magazine, guidebook have an influence on destination choice Thailand (n=260) Indonesia (n=260) Vietnam (n=252) 1st SNS st SNS st SNS st Website of Japan National Tourism Organization (JNTO) nd Review sites nd Relatives / acquaintances living in Japan rd Regional tourism association rd Video hosting rd guidebook 35.3 Thailand Indonesia Vietnam Japan National Tourism Organizat ion (JNTO) agent s Accomm odation Airline Regional tourism associati on Accomm odation reservati on site Review sites (TripAdvi sor, etc.) SNS (Faceboo k, Twitter, etc.) Personal blogs Video sites (YouTub e, etc.) Other s Japan National Tourism Organizat ion (JNTO) office agent s brochure s guide(s) Family/fri ends in own country Family/fri ends in Japan exhibition or trade show TV program Newspap ers magazine s Thailand Indonesia Vietnam Other magazine s

19 Accommodation referenced information According to source of referenced information on accommodation, the influence of " agent s " is high across all 3 countries, 49.2% in Thailand, 53.1% in Indonesia and 40.9% in Vietnam. Japanese National Tourism Organization s (JNTO) has around 40% of influence in Thailand and Indonesia. In Thailand and Vietnam, the SNS reference is about 40%, while the impact of review sites in Indonesia and Vietnam is about 40%. Thailand (n=260) Indonesia (n=260) Vietnam (n=252) 1st agent s st agent s st SNS nd Japan National Tourism Organization (JNTO) nd Review sites nd agent s rd SNS rd Japan National Tourism Organization (JNTO) rd Review sites 39.7 Thailand Indonesia Vietnam Japan National Tourism Organizat ion (JNTO) agent s Accomm odation Airline Regional tourism associati on Accomm odation reservati on site Review sites (TripAdvi sor, etc.) SNS (Faceboo k, Twitter, etc.) Personal blogs Video sites (YouTub e, etc.) Other s Japan National Tourism Organizat ion (JNTO) office agent s brochure s guide(s) Family/fri ends in own country Family/fri ends in Japan exhibition or trade show TV program Newspap ers magazine s Thailand Indonesia Vietnam Other magazine s

20 Restaurant referenced information (before visiting Japan) There are many sources of information for reference about restaurant (before visiting Japan). Majority of s commonly get information from the review sites, specifically 34.2% in Thailand, 50% in Indonesia and 32.5% in Vietnam. The most often referred source of information is different by country: of Japan National Tourism Organization in Thailand (38.8%), travel agent s in Indonesia (59.2%) and SNS in Vietnam (42.5%). Thailand (n=260) Indonesia (n=260) Vietnam (n=252) 1st Japan National Tourism Organization (JNTO) st agent s st SNS nd Review sites nd Review sites nd agent s rd SNS rd Accommodation rd Review sites Family/friends in own country 32.5 Thailand Indonesia Vietnam Japan National Tourism Organizat ion (JNTO) agent s Accomm odation Airline Regional tourism associati on Accomm odation reservati on site Review sites (TripAdvi sor, etc.) SNS (Faceboo k, Twitter, etc.) Personal blogs Video sites (YouTub e, etc.) Other s Japan National Tourism Organizat ion (JNTO) office agent s brochure s guide(s) Family/fri ends in own country Family/fri ends in Japan exhibition or trade show TV program Newspap ers magazine s Thailand Indonesia Vietnam Other magazine s

21 Restaurant referenced information (while staying in Japan) According to source of referenced information on restaurant (while staying in Japan), SNS is used commonly in all 3 countries (more than 24%). Collecting information from review sites is popular in Thailand and Indonesia (nearly 30%). Obtaining information from relatives and acquaintances living in Japan is the most frequent approach in Vietnam compared to other 2 countries (32.5%). Thailand (n=260) Indonesia (n=260) Vietnam (n=252) 1st SNS st Japan National Tourism Organization (JNTO) st Family/friends in Japan nd Review sites nd Review sites nd SNS nd Accommodation nd Regional tourism association rd guidebook 23.4 Thailand Indonesia Vietnam Japan National Tourism Organizat ion (JNTO) agent s Accomm odation Airline Regional tourism associati on Accomm odation reservati on site Review sites (TripAdvi sor, etc.) SNS (Faceboo k, Twitter, etc.) Personal blogs Video sites (YouTub e, etc.) Other s Japan National Tourism Organizat ion (JNTO) office agent s brochure s guide(s) Family/fri ends in own country Family/fri ends in Japan exhibition or trade show TV program Newspap ers magazine s Thailand Indonesia Vietnam Other magazine s

22 guidebook corner of Kinokuniya Bookstore in Thailand At travel guidebook corner, there are many guidebooks introducing Hokkaido, Tohoku, Tokyo, Chubu, Osaka, Shikoku and Kyushu,... On the end shelf facing the aisle, guidebook about Japan central region is displayed for PR purpose. Sarubobo doll from Takayama town of Gifu Prefecture is decorated on the front cover page. Besides Japan, there are guidebooks of other countries such as Singapore, Taiwan, Laos, Alaska, Egypt, Greece, Morocco, Hungary disolayed for PR purpose. Photo shooting day: Aug, 2015

23 The state of s spending in Thailand, Indonesia, Vietnam

24 Purchased product Snacks" and "food & drinks are purchased most among s of all 3 countries (more than 50%). In Indonesia, "Japanese clothing (kimono), folk crafts" is very popular (62.3%). The purchase of "cosmetics/perfume" is 60% in Thailand and Vietnam, and approximately 60% of Indonesian and Vietnamese spend on Western clothing. Thailand (n=260) Indonesia (n=260) Vietnam (n=252) 1st Food & drink (Not including alcohol and snack food) st Japanese clothing (kimono), folk crafts st Cosmetics, perfume nd Cosmetics, perfume nd Western clothing (not including Kimono) nd Western clothing (not including Kimono) rd Snack food rd Food and drink rd Medicine, health goods 56.0 Thailand Indonesia Vietnam Snacks Foods and Drinks Alcohol & tobacco Cameras, video cameras, watches Jewelry, precious metals Consumer electronics Cosmetics, perfume Medicine, health goods, toiletries Japanese clothing (kimono), folk crafts Western clothing, bags, shoes Products relating to Manga, anime, character Books, postcards, CDs, DVDs Thailand Indonesia Vietnam Other purchases

25 Shopping place when visiting Japan In Thailand and Vietnam, more than 60% of respondents shop at "Department stores. In Indonesia, the number of people who went shopping at Commercial complexes in urban centers is over 50%. People who used to shop at Tourist souvenir shops is respectively 48.5% and 56.7% for Indonesian and Vietnamese. Thailand (n=260) Indonesia (n=260) Vietnam (n=252) 1st Department stores st Commercial complexes in urban centers st Department stores nd 100 yen shops nd Tourist souvenir shops nd Super market rd Convenience stores rd Service areas on expressways or Michi-no-eki (Road Stations) rd Tourist souvenir shops 56.7 Thailand Indonesia Vietnam Department stores Consumer electronics stores Fashion boutiques 100 yen shop Service areas on expressway s or Michino-eki (Road Stations) Tourist souvenir shops Accommoda Supermarke Convenienc tion facilities ts e stores Drugstores Discount stores Outlet malls Commercial complexes in urban centers Other shopping centers Railway station boutiques Thailand Indonesia Vietnam Railway station boutiques

26 Summary

27 Summary & Recommendation 1. Television has a great effect on choosing Japan as a travel destination of s. 2. Visitors didn't only seek for information on SNS and review sites, but also confirm such information through guidebooks, s of tourism associations/ government. 3. In addition to eating Japanese foods, s also want to experience four seasons which cannot be enjoyed in Southeast Asia, as well as explore nature and scenic spots. 4. Hokkaido and Golden Route are still well-known sites that s still would like to travel. Country Thailand Indonesia Vietnam 1st I was easily attracted to the destination where shown in my favorite TV or drama 1st I was easily attracted to the destination where shown in my favorite TV or drama 1st I am culture vulture; therefore, if there was a place like world cultural heritage, it would affect me to visit that destinations easily Attention 2nd The destinations that was promoted via magazines, it would affect me to visit that destinations easily 2nd Introduction or the presentation from the travel TV programs make me want to go to that destinations 2nd The destinations that was many people suggested, it would affect me to visit that destinations easily 3rd After watched, and review travel commercial sites, it makes me want to go to that destinations 3rd After watched, and review travel commercial sites, it makes me want to go to that destinations 3rd Introduction or the presentation from the travel TV programs make me want to go to that destinations 1st SNS (Facebook, Twitter, etc.) 1st SNS (Facebook, Twitter, etc.) 1st SNS (Facebook, Twitter, etc.) Search 2nd Japan National Tourism Organization (JNTO) 2nd Review sites (TripAdvisor, etc.) 2nd Family/friends in Japan 3rd Regional tourism association 3rd Video hosting 3rd guidebook 1st Eat Japanese food 1st Seasons (cherry blossoms, autumn leaves, snow, etc.) 1st Eat Japanese food Interests 2nd Nature/scenery sightseeing 2nd Nature/scenery sightseeing 2nd Seasons (cherry blossoms, autumn leaves, snow, etc.) 3rd Drink Japanese alcoholic beverages 3rd Eat Japanese food 3rd Take a hot spring 1st Hokkaido 1st Tokyo 1st Hokkaido Destination 2nd Tokyo 2nd Osaka 2nd Tokyo 3rd Osaka 3rd Kyoto 3rd Osaka

28 Introducing W&S overseas survey

29 Online survey MEMBERS OF ONLINE PANEL As of Jun ,916 Thailand 203,540 Thailand: Some examples of WEB Quantitative Survey 1 Field survey on sanitary goods 4 Awareness survey on car 2 Awareness survey on watches 5 Competitive survey on outdoor brand Indonesia 203,540 3 Field survey on smartphone brand 6 Dealer survey on industrial tapes Vietnam 426,831 Panel Services Indonesia: Some examples of WEB Quantitative Survey 1 Awareness survey on automobiles 4 Survey on car s tyre 2 Field survey on rice farmer 5 Survey on measurement of effect of TV commercial 3 Field survey on household electric products 6 Survey on children s anime Online Survey Services Vietnam: Some examples of WEB Quantitative Survey 1 Field survey on household electric products for male 4 Field survey on alcohol 2 Field survey on beauty appliances 5 3 Field survey on fitness club 6 Field survey on advertisement recognition of specific brand Field survey on satisfaction of supermarket customers

30 Offline survey Bangkok / Jakarta CLT Survey: Japanese automobile manufacturer Survey In charge of data cleaning, translation, review survey design Fieldwork In charge of operations (record), recruitment, interview, incentive and seting up venue Ho Chi Minh City CLT survey: Hokkaido Prefecture Survey In charge of creating report, summarizing, translation, and design survey Fieldwork In charge of operations (record), recruitment, interview, incentive Ho Chi Minh CLT survey: Japanese beverage manufacturer Survey In charge of data cleaning, translation, review survey design Fieldwork In charge of preparing test products, operations (serving / recording), recruitment, interviewing, incentive, setting up venue. Survey scenery at Blok M Mall (Indonesia) Survey scenery at Aeon Mall (Tan Phu Center) Survey scenery at Hotel room meeting ( District 3)

31 Contact Information The W&S Group is looking for partner companies that can create new value and synergistic effects for the world. Please do not hesitate to contact us via phone or for consultation on collaboration. Company profile Group Companies Japan - W&S Holdings JSC Thailand - W&S Thailand Office Address 5th floor, 2 nd Gotanda Haney Building, Higashi-Gotanda, Shinagawa-ku, Tokyo, Japan Office Address 18th Floor, Two Pacific Place Building, 142 Sukhumvit Road, Klongtoey Subdistrict, Klongtoey District, Bangkok URL URL info@wsgroup-asia.com info@yimresearch.com Indonesia - PT. Nusaresearch Office Address URL 121H, Grand Slipi Tower, Jl. S. Parman Kav , Slipi, Jakarta Barat info@nusaresearch.com Vietnam - W&S Joint Stock Company Office Address URL 7th Floor, DC Tower Building, No. 111D, Ly Chinh Thang Street, Ward 7, District 3, Ho Chi Minh City info@vinaresearch.jp

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