2020 Fiscal Year Research-status Report
An Exploratory Investigation of Japanese Inbound Tourism Distribution Channels
| Project/Area Number |
18K01870
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| Research Institution | Otaru University of Commerce |
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Principal Investigator |
王 力勇 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 – 2022-03-31
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| Keywords | TDC structure / Outbound tour operator / DMC / Hotel / Factors on TDC selection |
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| Outline of Annual Research Achievements |
First, we continually conducted in-depth interviews with outbound tour operators via online Zoom meetings.
Second, we have been transcribing and sorting all interview data. Altogether we have conducted interviews with 23 outbound tour operators, 8 DMCs, and 14 hotels/ryokans currently.
Third, we have been thoroughly analyzing the data collected from outbound tour operators. Based on the findings, we have incorporated various marketing communication channels and distribution channels into an integrated tourism distribution channel structure. Furthermore, we have also summarized the influential factors on channel selection from the perspective of outbound tour operators. Those factors include intrinsic stimuli, market stimuli, supplier-centric stimuli, as well as the advance of ICT. In addition, the influence of ICT on both the tourism business operation and the power shift in TDC structure is also clarified. In general, the service providers (hotels and ryokans) are making use of the ICT tools and strengthening multiple distribution channel strategies.
Currently, we are summarizing our findings and preparing to submit them to international conferences and academic journals in the near future.
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| Current Status of Research Progress |
Current Status of Research Progress
4: Progress in research has been delayed.
Reason
Many companies in the international tourism industry have to close their business in the short term or permanently under the almost worldwide lockdown situation. In particular, the inbound tourist business has vanished in Japan. Furthermore, we can not see any optimistic prediction of reopening the Japanese border to those inbound tourists. Consequently, it is challenging to clarify when the business environment will be in a proper condition to conduct a quantitative survey. Given that we survey in an improper state, many potential questionnaire repliers may either highly possibly refuse to cooperate or answer in a biased manner. Under the continuing influence of the Covid-19 pandemic, we have to postpone or even cancel the plan of the quantitative survey.
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| Strategy for Future Research Activity |
The tourism industry has been damaged incredibly. In particular, international tourism may not show resilience in years. Since this study focuses on the inbound tourism distribution channels in Japan, we have to be prepared for the worst.
In FY 2021, we will continually sort and analyze our data collected from DMCs, hotels and ryokans on the destination side. We will try to summarize and present the findings at the international conference and then publish the expanded version in an international journal.
If the relief of the Covid-19 pandemic shows resilience of the inbound tourism in Japan, we plan to conduct a quantitative survey with DMCs (including land operators) and/or hotels on a small scale. In case that the Covid-19 pandemic situation is not relieved, it seems more optimistic and feasible to conduct a quantitative survey toward inbound tourists on their channel choice.
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| Causes of Carryover |
Due to the influence of the Covid-19 pandemic, we had to cancel several trips for interviews and international academic conferences, which saved a lot of our travel budget.
We plan to make use of the incurring amount for arranging research data and presenting findings at international academic conferences after the release of travel restrictions. Furthermore, we also plan to conduct a quantitative survey under the condition of the resilience of the Japanese inbound tourism industry.
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Research Products
(1 results)
