2023 Fiscal Year Final Research Report
An Exploratory Investigation of Japanese Inbound Tourism Distribution Channels
| Project/Area Number |
18K01870
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| Research Category |
Grant-in-Aid for Scientific Research (C)
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| Allocation Type | Multi-year Fund |
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| Section | 一般 |
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| Review Section |
Basic Section 07090:Commerce-related
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| Research Institution | Otaru University of Commerce |
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Principal Investigator |
Wang Liyong 小樽商科大学, 商学部, 准教授 (70772466)
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| Co-Investigator(Kenkyū-buntansha) |
Praet Carolus 小樽商科大学, 商学部, 教授 (40292081)
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| Project Period (FY) |
2018-04-01 – 2024-03-31
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| Keywords | Distribution channels / TDC structure / Luxury travel / Disintermediation / Channel relationship / Social Exchange theory / Tour operators / Accommodation providers |
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| Outline of Final Research Achievements |
This research initially investigated the inbound TDC structure in Japan. Through in-depth interviews, we found several distinctive features of TDC in the luxury segment due to travelers' highly personalized needs. Moreover, we categorized the TDC structure into four sections, including sales and communication channels on the market side and procurement and communication channels on the destination side.
Furthermore, based on the social exchange theory, we examined the evolutional and dynamic channel relationship between accommodation providers and tour operators/DMCs. While close cooperative relationships are still important for the tourism industry and for travelers, traditional tour operators are losing their market power and accommodation providers are less dependent on traditional tour operators. Despite dissatisfaction in their relational exchanges, both sides highlighted the importance of commitment to maintain long-term healthy relationships.
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| Free Research Field |
Tourism marketing
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| Academic Significance and Societal Importance of the Research Achievements |
This study filled the research gap on TDC structure and TDC relationships in Japan based on SET. Apart from theoretical contributions, this study shed light on effective distribution channel strategies and concrete guidance for outbound tour operators, DMCs, and accommodation providers.
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