| Project/Area Number |
24K22627
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| Research Category |
Grant-in-Aid for Research Activity Start-up
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| Allocation Type | Multi-year Fund |
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| Review Section |
0107:Economics, business administration, and related fields
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| Research Institution | Hokkaido University |
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Principal Investigator |
ONG YI・XUAN 北海道大学, メディア・コミュニケーション研究院, 講師 (11000399)
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| Project Period (FY) |
2024-07-31 – 2026-03-31
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| Project Status |
Granted (Fiscal Year 2024)
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| Budget Amount *help |
¥2,730,000 (Direct Cost: ¥2,100,000、Indirect Cost: ¥630,000)
Fiscal Year 2025: ¥1,170,000 (Direct Cost: ¥900,000、Indirect Cost: ¥270,000)
Fiscal Year 2024: ¥1,560,000 (Direct Cost: ¥1,200,000、Indirect Cost: ¥360,000)
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| Keywords | negative frame / trustworthiness / influencer sincerity / advertising disclosure / effectiveness / Overtourism / Social Media Influencer / Destination Marketing / Consumer Behaviour / Sustainability |
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| Outline of Research at the Start |
As destination management/marketing organizations (DMOs) in Japan are working to
recover in the post-pandemic era, they face the consequences of overtourism and challenges in managing destinations sustainably. This study takes an experimental approach targeting top inbound tourist markets to Japan to (1) understand their perceptions of overtourism in Japan and (2) examine the mechanisms of sustainable SMI marketing in alleviating destinations with overtourism by promoting less-known destinations and pro-environmental travel behaviors.
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| Outline of Annual Research Achievements |
1. Literature Review, Survey Design and Pilot Study has been executed smoothly. 2. A total of 2 conference paper (refereed), has been submitted and accepted, with one conference presentation completed in December at the TTRA Apac 2024 International Conference. The second conference presentation is scheduled to take place at Busan, South Korea from 7 - 9 July, at the 30th Asia Pacific Tourism Association Conference. 3. The first manuscript is expected currently being written and to be submitted by June to the Journal of Travel and Tourism Marketing. 4. Data Collection for the main study is in progress.
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| Current Status of Research Progress |
Current Status of Research Progress
2: Research has progressed on the whole more than it was originally planned.
Reason
Preliminary study has been completed with significant findings, lending support for the main study which is in data collection stage. In addition to the 2 conference presentations and working papers, 1 full manuscript is being written for submission to a top-tiered journal by June.
Based on the preliminary study, we have achieved the following key insights, answering RQ1 and RQ2 of the research: 1. People who have been to Japan has a higher awareness of overtourism situation in the country, which would motivate them to travel to the lesser known destinations. 2. Negatively-framed SMI content are more likely to inspire followers of influencers to follow them to travel to the lesser-known destinations 3. SMI content with no PR/advertising disclosure are perceived to be as more trustworthy and sincere, resulting in greater effectiveness of the promotion.
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| Strategy for Future Research Activity |
Currently, we are collecting data from the main study where analysis will take place immediately right after. Manuscript writing and presentations at international conferences this year are currently planned to ensure successful achievement of proposed research.
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