Sightseeing spot satisfaction of inbound tourists: comparative analysis of first-time visitors and repeat visitors in Japan

Abstract

Purpose This study aims to enhance knowledge on marketing strategies to increase repeat visitors. Furthermore, the authors suggest using appropriate destination information tailored to first-time visitors and repeat visitors as social capital. Design/methodology/approach This study compares the differences in satisfaction between first-time foreign tourists and those repeat visiting. The authors apply a theoretical framework based on optimal distinctiveness theory (ODT) and consumer knowledge to determine which actions maximize the satisfaction of each group. Then, the relationships among assimilation desire, differentiation desire and satisfaction are quantitatively analyzed. Findings The results show the difference in the relationship between assimilation and travel satisfaction for first-time visitors and repeat visitors. First-time visitors are satisfied with popular sightseeing spots with higher assimilation level, whereas repeat visitors are satisfied with moderately unpopular sightseeing spots with lower assimilation level. The results clarify that information reflecting only the popularity of destinations is significantly effective for first-time visitors, but unsuitable for repeat visitors. Therefore, it would be possible to propose to repeat visitors a combination of “moderately differentiated” destinations. Originality/value The first contribution is that on the basis of Brewer (1991), the quantitative analysis confirmed that the social identity of an individual changes from assimilation to differentiation with the accumulation of experience until the optimal point is found. The second contribution is that we combined several fields such as ODT (Brewer, 1991), familiarity (Alba and Hutchinson, 1987), trial/repeat behavior (Iyengar et al., 2015) and reference groups (Peter & Olson, 2010). The third contribution is that the authors proposed marketing strategies on the basis of the empirical analysis to increase the number of inbound tourists.

Embedded lead users in the organization and consumer lead users in the market

“…This study collected two types of data to compare ELUs present in the organization and LUs present in the market: organizational survey data to assess ELUs and consumer survey data to assess LUs. The analysis in this study focuses on the travel market of Japan, which is not a mature market; it is wherein new tourist attractions and ways to enjoy them still continue to be developed (Li & Katsumata, 2020;Yoo & Katsumata, 2023). The travel market was chosen as the target market because of the potential gap easily occurring between the needs assumed by the companies involved and actual user needs; moreover, it was assumed that LU characteristics of the survey targets in the market would be more noticeable.…”

The Mediating Role of Satisfaction between Emotional Values, Social Values, and Behavioral Intentions of Muslim Students

“…Refer to the subsequent table for the total number of tourist visits to Borobudur Temple. behavior in the form of an evaluation after visiting a place that has more value (Thirugnanasambantham et al, 2023;Yoo & Katsumata, 2023;Obas et al, 2022;Conti et al, 2020).…”