Japanese Tourism Values

This study evaluates the research method of means–end in a cross-cultural research context in order to understand Japanese tourists’ values that drive travel choices in New Zealand. It contributes an extensive critique of means–end analysis and its advantages over quantitative research methods in cross-cultural research. Its theoretical contribution comes in the form of a set of values or travel motivators, including a number of culturally motivated values that reveal unique insights into Japanese travel experiences. The article argues that meaningful values research must consider not only those values that are commonly understood across cultures but also those that are particular to the culture of interest, in order to understand what drives perception and satisfaction relevant for destination management and marketing. The data can be used to address a number of practical issues facing tourism practitioners such as segmenting the Japanese market, positioning tourism offerings within this market, and developing communication strategies.

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