The Potential Preferred Market Segment
The Potential Preferred Market Segment
We need to alter the nature of market competition if we want our vision to have any chance of materializing. The Asia-Pacific region will remain Japan’s most important international market until 2022, says the Japan National Tourism Organization (JNTO). In August of this year, 83.9% of visitors came from Asia; in August 2022, that number is expected to rise to 64.4% (Dumayas, 2022). With 17% of all international visitors in 2021, China came out on top, followed by Vietnam (11%) and South Korea (8%). Vietnam is now the world’s second-largest economy.
As mentioned in our significant motivators, keep in mind the unpredictability of international politics, particularly regarding North Korea. In October of 2022, North Korea completed a nuclear ballistic missile test far longer than any previous test. Japan’s Hokkaido was the target of the trial flight. As a consequence, the fragile stability of the Asia-Pacific region is threatened.
We want to attract customers conversing with global developments, particularly environmental ones, by specializing in a newly envisioned market. Attracting eco-tourists is a fundamental goal of ours. Particular attention is being paid to developing our markets in India, the Philippines, and Indonesia. It seems sensible to pay special attention to the countries around Japan as we try to minimize our carbon emissions. In order to stay true to our core value of ethical and eco-friendly conduct, we must steer clear of any actions that run counter to our mission. Japan should shift its attention away from China and its people and onto other Asian nations, including the Philippines, Indonesia, and India. In the end, this will aid Japan in its effort to become less reliant on China.
The preferred market segment for Japan is tourists from India, Indonesia, and the Philippines. There is a high level of environmental awareness in these neighbouring nations because of their proximity to the United States (McKercher, & Koh, 2017). Asserting itself more strongly in these regions would help Japan become less reliant on China and the Chinese people. Because of their proximity and their inhabitants’ interest in international news, Japanese businesses have begun focusing on this untapped market. Moreover, Japanese companies think that putting their attention there may help their country become less reliant on China and its people.
Japan’s national tourism agency has been working to broaden the country’s visitor pool by attracting more people from India, Indonesia, and the Philippines (Otoo & Kim, 2018). The group has collaborated with tour operators in the three nations to market Japan as a tourist destination. Also, seminars and workshops have been held to inform travel agencies about Japan’s many attractions. Furthermore, the group has been advertising Japan as a secure vacation spot. The organization has been hosting events in China, South Korea, and the Philippines to demonstrate that Japan is a safe tourist destination.
References
McKercher, B., & Koh, E. (2017). Do attractions “attract” tourists? The case of Singapore. International Journal of Tourism Research, 19(6), 661-671.
Otoo, F. E., & Kim, S. (2018). Is there stability underneath health risk resilience in Hong Kong inbound tourism? Asia Pacific Journal of Tourism Research, 23(4), 344-358.
Dumayas, A. (2022). The Participation of Japanese Companies in the Industrial Park Development in the Philippines. Journal of Global Management, 1, 1-22.