Tiểu luận môn Tâm lý và giao tiếp ứng xử trong du lịch Phân tích đặc điểm tâm lý của khách du lịch Nhật Bản. Những năm gần đây, thị trường Nhật Bản cùng với thị trường Trung Quốc, Nga, Mỹ, Anh, Hàn Quốc là thị trường quốc tế của Việt Nam. Trong đó, thị trường Nhật Bản là thị trường đầy tiềm năng và đầy hứa hẹn cho nước ta trong tương lai. Nhật Bản là nền kinh tế lớn thứ ba thế giới, sau Mỹ và Trung Quốc. GDP của Nhật Bản là 5,065 nghìn tỷ USD và GDP bình quân đầu người là 40.113 USDngười vào năm 2019. Đây cũng là một trong những quốc gia có dân số lớn khoảng 126,23 triệu người (năm 2021). Dân số Nhật Bản đứng thứ 11 thế giới và cũng là quốc đảo đông dân thứ 2. Khách du lịch Nhật Bản là thị trường có khả năng thanh toán cao, lượng khách du lịch nước ngoài lớn, trên 15 triệu lượt khách mỗi năm. Đối với du lịch Việt Nam, Nhật Bản nằm trong top 5 thị trường nguồn đưa khách du lịch đến Việt Nam nhiều nhất. Ở chiều ngược lại, Nhật Bản cũng là điểm đến ưa thích của du khách Việt Nam. Năm 2012 chẳng hạn năm 2012 có gần 600.000 du khách Nhật Bản tới Việt Nam. Thực trạng này đòi hỏi chúng ta, các doanh nhân, quản trị khách sạn, nhân viên du lịch trong tương lai phải nghiên cứu, tìm hiểu tâm lý du khách Nhật Bản để đưa ra những chiến lược hợp lý nhằm khai thác tốt hơn thị trường du lịch Nhật Bản và thu hút ngày càng nhiều khách du lịch Nhật Bản đến Việt Nam. Từ đó, góp phần tăng cường quan hệ quốc tế giữa Việt Nam và Nhật Bản, củng cố hòa bình, thúc đẩy giao lưu văn hóa giữa các nước, góp phần đưa du lịch Việt Nam ra thế giới.
Trang 1NHA TRANG UNIVERSITY FACULTY OF TOURISM
PERSONAL ESSAY
Customer psychology &
Communication in tourism
Tittle: Analyze the psychological characteristics
of Japanese tourists
Lecturer: Tran Thi Thanh Tra Student: Huynh Thi Minh Thu Class: 62.QTKS (POHE)
Student ID: 62132075
Nha Trang City, 2022
Trang 2TABLE OF CONTENTS
1 BACKGROUND: 3
2 CONTENTS: 3
2.1 Characteristics of Japanese tourists: 3
2.1.1 Age and Gender: 3
2.1.2 Travel expenses: 3
2.1.3 Travel time: 4
2.1.4 Destinations: 4
2.1.5 Outstanding character of the Japanese: 4
2.2 Psychological Characteristics of Japanese tourists: 5
2.2.1 Age and Gender: 5
2.2.2 Trends: 5
2.2.3 Demands: 6
2.2.4 Interests: 8
2.2.5 Culture: 10
2.2.6 Japanese taboos: 14
2.3 How to communicate with Japanese tourists: 14
2.4 Tourism development solutions: 15
3 CONCLUSION: 17
4 REFERENCES: 17
Trang 31 BACKGROUND:
In recent years, the number of international tourists to Vietnam has increased rapidly The Japanese market, along with the Chinese, Russian, American, British and Korean markets are international markets to Vietnam In which, the Japanese market is a potential and promising market for our country in the future Japan is the third largest economy in the world, after the US and China Japan's GDP is 5.065 trillion USD and per capita GDP is 40,113 USD per person in 2019 This is also one of the countries with a large population of about 126.23 million (in 2021) The population in Japan ranks 11th in the world and is also the 2nd most populous island nation Japanese tourists are a market with high solvency, the number of foreign tourists is large, over 15 million visitors per year For Vietnam tourism, Japan is in the top 5 leading source markets sending tourists to Vietnam In the opposite direction, Japan is also a favorite destination of Vietnamese tourists In 2012, for example in 2012, there were nearly 600,000 Japanese tourists to Vietnam
This situation requires us, businessmen, hotel administrators, and tourism staff in the future to study and understand the psychology of Japanese tourists to come up with reasonable strategies to better exploit the Japanese tourist market and attract more and more Japanese tourists to Vietnam From there, contributing to strengthening international relations between Vietnam and Japan, consolidating peace, promoting cultural exchanges between countries, and contributing to bringing Vietnam's tourism to the world
2.1 Characteristics of Japanese tourists:
Traveling abroad is not only a hobby of Japanese people, but also a trend of Japanese people and a "principle" of the whole of Japan
2.1.1 Age and Gender:
Experts on Japanese tourism in Vietnam said that Japanese tourists to Vietnam are usually women, the average age is from 40 to 70 years old Most visitors are from Tokyo, and a few smaller groups are from Osaka and Nagoya At a young age, Japanese people travel less
Japanese people start traveling abroad from the age of 20 onwards On average, each Japanese person from 30 to 40 years old now, on average, travels about 30 to 50 countries, which is very common
Older Japanese tourists (both male and female), with money and time to spend on travel, are the most important segment for Vietnam tourism
2.1.2 Travel expenses:
Japanese tourists have the highest affordability in the world According to JNTO, on average, Japanese tourists spend over 2,900 USD for a trip abroad (1.5 times more than
Trang 4European-American tourists, 2 times more than Thai and Korean tourists, 8 times more than Chinese tourists)
Japanese tourists spend an average of ¥50,000 to ¥200,000 when traveling in Vietnam (460 to 1,850 USD) This cost includes airfare, transportation, accommodation, meals and tour expenses This shows that Japanese tourists to Vietnam are quite diverse, including both high-class and ordinary guests
2.1.3 Travel time:
Japanese tourists are always looking for convenience They choose short trips, destinations with short flight times and many nonstop flights The 7-day tour program is often chosen by Japanese tourists
In a year, Japanese people usually travel 3 times, this also depends on the regulations in the labor regime of the Japanese state They often require high accuracy about the planned time in the tour
In Japan, an average trip abroad will last from 4 to 7 days Japanese people usually stay
in Vietnam for 3 to 5 days when traveling
In general, Japanese people travel all year round However, Japanese people travel the most at certain times of the year such as New Year's Eve, Spring Vacation (from February
25 to March 10), Golden Week (late April-early May), Japan's Obon Festival in August, and the period from October to the end of the year August and March are the times when most Japanese people travel April to July is the lowest time
2.1.4 Destinations:
Since Japanese people only go on short vacations, they are motivated to choose novel destinations where they can explore a variety of experiences and tourist attractions They love having the opportunity to experience both vibrant cities and beautiful natural landscapes during their trip
Japanese tourists do not visit many countries on the same trip, but often visit Southeast Asian countries on many different trips In Southeast Asia, Thailand is the most popular destination for Japanese tourists, but they also like to travel to Vietnam, Singapore, Malaysia and the Philippines Besides, the most popular international destinations with Japanese tourists are the US, Korea, Taiwan,
2.1.5 Outstanding character of the Japanese:
The Japanese respect rank and status They attach great importance to respect and order They are very polite and respectful of others For example, Japanese tourists rarely express their dissatisfaction directly If the quality of the tours is questionable, they usually send a letter by post, mail or through an agent
The Japanese are very intelligent, industrious, wise, with a high sense of responsibility and community
The Japanese live very disciplined and conscious at work, eager to learn and always seek
to improve.They are very frugal and hard working
Trang 5 The Japanese always have national pride, always respect the country's traditions and people
The Japanese are very fond of nature, have high aesthetic demands for tourism products and services They pay great attention to preserving the traditional national cultural identity
2.2 Psychological Characteristics of Japanese tourists:
2.2.1 Age and Gender:
a) Student and Backpackers tourist group: They often travel in groups and the tourism
funding is provided by the State, their consumption is not high Their needs are relatively simple, often attach importance to the economy of the service provided, prefer European food, fast food and local dishes, often interested in learning about culture This group often travel combines study and research, business with tourism They are very interested
in the price factor, but they are a group of capable customers with the ability to quickly and strongly spread information about tourist destinations
b) Young women tourist group (20 – 30 years old): Women at this age are unmarried,
have a stable job and income This group of tourists is very discerning in consumption but also very interested in the economy of services, their interests are shopping, fashion, jewelry, and local souvenirs
c) Family tourist group:They are often interested in children's separate menus, prefer to stay in large rooms, hotels with private swimming pools and babysitting services In addition, they also prefer activities of rest, relaxation, entertainment, sports
d) Elderly tourist group: They often travel on a salary fund after retirement This group
of tourists has a fairly high consumption level, they like to relax and rest, they are very interested in learning the history, culture and nature of the tourist destination Both spiritual tourism, healing and health care are also popular with them In addition, this tourists also spends a lot on shopping and gifts
e) Business tourist group: This customer always lacks time to travel and often travels for
the purpose of combining work, less time to visit but very high consumption Although there is little time to visit, the consumption level is very high They like to play golf and they are also interested in learning about the nightlife in tourist destinations
2.2.2 Trends:
a) The trend of preferring to travel to experience the life of indigenous people:
Today's tourism trend of the Japanese is more inclined to explore daily life than cultural preservation sites Souvenir shops, professional food shops for tourists, various tourist attractions…that were once indispensable destinations in a previous tourist program are gradually being ignored Tourists want to come and immerse themselves in the daily life
of the locals They like to shop for ordinary things in ordinary shops, they choose to eat at restaurants and eat normally like locals
Trang 6 In the past, Japanese tourist are delighted to eat Vietnamese country dishes such as banh cuon (Vietnamese steamed rice rolls), bun oc (Vietnamese Snail Noodle Soup) … Banh cuon was made by girls wearing wooden clogs, wearing black skirts or dark pants, a brown shirt with a simple conical hat, sitting next to the traditional Vietnamese “don ganh” yoke, it is arranged at appropriate positions in hotels, or in food streets, in restaurants But today's Japanese customers think that it is "fake" They want to go to the suburbs, to the countryside to receive a bowl of crab noodle soup from a real country girl, enjoy a piece of banh duc (Steamed rice cake) with the farmer in a small shop at the corner of the market Visitors want to have the same experience as the locals
In the travel programs of Japanese visitors to Korea, the programs to visit the scenic spots are less attractive than the programs to experience daily life Another example is in the programs to visit Siem Reap, Angkor Wat-The World Heritage site is a destination for visitors from all countries Japanese tourists often stay longer, from 2-3 days They go to see small relics, visit places that are rarely mentioned such as Ta Som ruins, jaggery factory in Phumni Khna These landmarks are also of interest to them as well as the famous monuments at Angkor Wat
b) The trend of self-sufficient travel:
Independent travel is a fast-growing trend in Japan, as fewer and fewer people choose to travel by tour More than half of all trips abroad are self-guided, as Japanese prefer flexible schedules and travel in smaller groups Travelers following this trend frequently use social media to find trip inspiration While social media is often used for trip inspiration, more independent travelers have booked trips directly through social media in recent years.Typical examples are LINE, Instagram, Facebook, Twitter…
When traveling independently, Japanese tourists follow the advice of experts when choosing accommodation and places to eat A survey conducted in 2018 by Expedia showed that Japanese tourists often book hotels belonging to large corporations, rather than other options such as resorts, homestays and cruise ships
Tourism development agencies in the most popular destinations for Japanese people have websites with Japanese content Direct competitors to Vietnamese tourism in the region also offer Japanese-specific content on their official websites Moreover, the content on these websites is also designed according to the needs and tastes of the Japanese market However, Vietnam, Cambodia, Myanmar and Laos have not yet done this
2.2.3 Demands:
a) Prefer to travel in groups:
The Japanese have an easy mentality to travel in groups because they want to be easier to organize and more cost-effective In addition, the lack of confidence in communication, language difficulties, a feeling of being overwhelmed when abroad, a general feeling of insecurity when traveling are the reasons why Japanese people are more comfortable when traveling in groups
Trang 7b) Particular concern about the safety and security of the destination:
Experts agree that safety and security are key requirements for Japanese tourists Because the Japanese have always lived in a very safe living environment in all respects and they have always had a habit of comparing similar values in destinations Therefore, with conservative views, it is difficult for them to accept the choice of destinations where security and safety conditions are low
When traveling, they want to learn new things, but within a safe range Therefore, Japanese travel agencies often design high-quality foreign tours and have Japanese-speaking guides to help customers reduce anxiety during the trip Most Japanese tourists
do not like beach sports or adventure travel because of safety concerns
The Japanese are especially worried about natural disasters, disease, and terrorism This could be an opportunity for Vietnam to become an alternative destination for Indonesia because Vietnam does not have many natural disasters To ensure a safe and enjoyable experience during the trip, Japanese tourists always follow very detailed content (with pictures and specific instructions) from magazines, guidebooks and travel websites
c) Attach importance to quality:
Japanese tourists attach great importance to quality, quality occupies the top position in the minds of Japanese people For tourism products, Japanese customers have high requirements for products Products must have all 4 factors: Safety, hygiene, shopping, year-round travel
Japanese tourists believe that "Customer is God", the payer always has a higher position than the receiver So they are often difficult, demanding, complaining and always demanding service with the highest quality The Japanese have a convenient, comfortable life, are used to using many modern products and advanced technology, so when traveling abroad, they often do not easily adapt to the poor conditions at the tourist destination
d) Cleanliness and hygiene:
At restaurants, accommodation facilities and public hygiene, Japanese tourists are always interested in hygiene and cleanliness of napkins, towels, food, utensils food, bed sheet, bathroom, toilet…
e) Comfortable accommodation with attentive services:
Japanese tourists have high requirements and expectations about accommodation and food services when traveling, everything must comply with international standards This also stems from the fact that they are always wish to experience accommodation facilities with quality and service that must always be similar to accommodation establishments in Japan-where amenities and services are always provided to visitors in the best and most thoughtful way
For Japanese tourists, the accommodation facilities where they stay during the journey may not be top-notch, but must be clean and in harmony with the natural environment as well as near commercial centers and shopping centers The Japanese prefer to stay at
Trang 8high-quality hotels and resorts that offer private beach services, swimming pools, morning yoga or tai chi classes
Accommodations (and tourist destinations in general) with polite, friendly staff and able
to speak Japanese, are always preferred by Japanese tourists because most Japanese tourists do speak English The Japanese respect trust and sincerity, so guides with good Japanese proficiency, friendly and kindwill be recommended by Japanese tourists to their friends who may come to visit again in the future
f) Convenient transportation system:
Japanese tourists are often afraid to go to tourist destinations if they have to transit many times unless there is no other choice With the possibility that it is not easy to "enter the custom", Japanese tourists often tend to want to use public transport with the same time accuracy and convenience as in Japan And also because of the principle of punctuality, the Japanese are really impatient and completely dissatisfied if they have to wait for the wrong means of transport
2.2.4 Interests:
a) Like unspoiled natural scenery:
Japanese tourists like to go to lands with majestic natural landscapes that Japan does not have, so Japanese people give priority to trips to European countries (Italy, Switzerland, France ), followed by Australia, other countries South America…, places of unspoiled natural beauty
b) Like to enjoy historical and cultural tourist attractions:
Japanese tourists like places with a rich history and cultural traditions or places that store historical and cultural vestiges such as museums,souvenir houses, traditional houses, etc The Japanese are very interested in Egypt, China They like to go to history and fine art museums, so Europe - the area with many museums famous - always get their attention
In the process of sightseeing, Japanese tourists often compare the similarities and differences in the history and culture of Japan as well as the history and culture of destinations
c) Like special culinary tourist destinations:
Although considered as diners who are very careful about food hygiene and safety, Japanese tourists are also quite curious and very interested in enjoying special and different culinary flavors in different places travel destinations More than that, they also very interested in learning and learning about the origin, processing methods and hidden values behind the appearance of the cuisine in the destination
Japanese tourists love to eat Japanese food at tourist destinations (one of the popular dishes is Soy sauce) If on the menus of restaurants in tourist destinations has Japanese dishes, it is an advantage to exploit Japanese tourists
In this respect, Vietnam is an ideal place for Japanese tourists because there are many delicious dishes Japanese tourists love Vietnamese food, because it is not as greasy as
Trang 9Chinese dishes and has a lot of green vegetables that are very good for health, the spicy Thai or Indonesian dishes do not suit their taste
In particular, Japanese people like Vietnam Fried Spring Rolls,Vietnamese crepe, Hanoi Pho,…Regarding drinks, the Japanese are very connoisseurs of beer and wine, French Wine, like to drink Sake which is bottled 250ml
d) Like to enjoy a warm and hospitable welcome:
Japanese tourists like countries where the indigenous people are hospitable and affectionate For example, in Mongolia, although there is nothing special for the Japanese and the food is normal, but because the Mongols are very welcoming and hospitable, a lot
of Japanese people have come here On the contrary, they do not want to go to places where there is discrimination between men, women, religion, race
e) Like values of traditional arts and crafts:
Japanese tourists love to enjoy the traditional arts wherever they go For example, when they come to Hanoi, they often spend time watching water puppet shows It is unimaginable that tourists spend hours participating in folk games (human chess, basket boat racing, pot breaking, Boi singing, puppet show) During the Christmas season, many Japanese tourists flock to the US just to see the giant pine trees decorated with art in the festive atmosphere Japanese tourists are especially interested in being able to enjoy, feel and own (if possible) the values of art, handicrafts
f) Like to shop:
Japanese tourists are the largest shopping market in the world and those who travel for the purpose of shopping still make up the majority due to the large difference in prices between Japan and other countries Japanese tourists have 2 to 5 times more common
shopping habits than ordinary tourists Shopping is a hobby of Japanese women
-especially young people - most of their purpose when coming to Vietnam is shopping and shopping and also because they are the ones responsible for managing the family budget
Japanese tourists often choose to buy items that are easy to evoke the emotions of the trip
or souvenirs that are rare and have not been imported into Japan They often have an unfriendly view of low-quality items and they especially dislike the items sold by street vendors
In addition,Japanese tourists prefer fixed-price items over bargain-priced items Japanese consumers are willing to pay to buy branded goods with famous brands with high quality and reliability, for example with high fashion goods such as bags, sports shoes, cosmetics
g) Like handicrafts and typical products of the nation:
Japanese tourists (especially women) like to buy traditional crafts as gifts for relatives and friends with the meaning of announcing that they have been there Mainly still hand-embroidered goods, beaded bags the price is much cheaper than in Japan Traditional
Trang 10goods with rich designs, unique features, affordable prices and funny shapes will stimulate Japanese people to buy a lot
In addition, Japanese women like Vietnamese Ao Dai very much, they think it is very beautiful, easy to wear and suitable for parties They also like to ride a cyclo and rent Ao
Dai to take pictures The gifts that Japanese tourists like to buy are handicrafts such as
pottery, silk, lacquerware, coffee, chocolate and tea (especially lotus tea or tea flavors not available in Japan)
h) Like social charity activities:
Japanese tourists like to go to places with volunteer activities In addition, when they go abroad voluntarily, they have the opportunity to explore and learn the unique features of many different countries At tourist destinations, Japanese tourists often want to participate in volunteer activities such as doing propaganda, popularization of Japanese culture, street cleaning, tree planting, propaganda to prevent diseases, epidemics
2.2.5 Culture:
a) Japanese Communication Culture:
Japanese bowing culture (Ojigi):
Ojigi is an important part of Japanese culture This is the Japanese way to show respect for each other, or to say hello, thank you, apologize, and when you need help
Until now, the Japanese still keep the custom of bowing at waist level The lower your head is, the more respect, gratitude, or dignity you can show If sitting on the floor and bowing, put your hands on the floor and bow your head, forehead almost touching the ground And there are five ways of bowing in Japanese communication culture
In addition, Japanese people rarely address themselves by intimate names Their communication topics are usually about history, culture, art, avoiding world war topics or fierce debates
Eye contact culture:
In Japanese communication culture, when talking, looking directly at the interlocutor is considered a rude and immoral
Japanese people often avoid looking directly at the interlocutor They often look at an intermediate object such as a tie, a book, jewelry, a flowerpot, etc., or lower their head and look to the side
Silence in communication:
The Japanese use silence as a way to communicate and they believe that speaking less is better than talking too much
Sometimes silence is also a way of not wanting to offend others
The Japanese care more about actions than words
Gift giving culture of the Japanese: