EXPENDITURE-BASED SEGMENTATION OF FOREIGN VISITORS IN A NATURERESERVE IN TOKYO, JAPAN

Abstract

In this study, we examined the expenditure, and socio-demographic and trip characteristics, of foreign visitors to a popular nature reserve in Tokyo, Mount Takao. Surveys were completed by 742 foreign visitors, including foreign residents, in low and peak seasons. Heavy, medium and light expenditure segments were distinguished. Statistically significant differences were found in socio-demographic and trip characteristics among the segments. Specifically, the results revealed significant differences in the status of foreign visitors, travel companions, repeat visitation rate, and visiting season among the three expenditure segments. Heavy spenders were more likely to be foreign tourists traveling as a couple, to be first-time visitors to the reserve, and to visit during peak season. The identification of the characteristics of different spender segments is expected to contribute to the development of targeted marketing strategies to attract heavy spenders, facilitate the management of resources, and inform strategies to encourage spending by visitors in the light and medium expenditure segments.