Sustainable Tourism in Japan - innovation & inspiration

Digital Marketing as a Key Aspect of Destination Appeal

In terms of destination marketing, online access to information has arguably become more important than any other advertising investments. The following is a summary and discussion of the Tourism Expo Japan symposium on the importance of Digital Marketing to the Inbound Market, from the particular view of rural tourist destinations in Japan.

Mr.Naoki Tani, of DoCoMo telecommunications, gave the keynote speech about AI innovation and data collection information which can be used to improve tourism products and services in Japan. This was followed by a panel discussion highlighting the need for effective online content as 80% of inbound travelers plan their trip online before arriving. A few of the panelists gave data and examples comparing the rural destinations of Takayama hot-springs and Gero-hot-springs which are both in Gifu. The length of stay and amount of spending in each place was detailed to illustrate the needs of digital marketing in rural destinations.

Gero-onsen town has an impressive 30-year history of collecting tourism data and has been able to track trends over time. Expedia Lodging DCO Noriyasu Taniguchi and Tomoe Makino of TripAdvisor pointed out the competitive advantage Takayama has over Gero in attracting longer-staying tourists from outside Asia. Gero-onsen prices are a little higher than rival towns and receive a lot of short-stay inbound tourists from Asia (namely Taiwan). Takayama, on the other hand, has comparatively lower prices and receives longer stays from more inbound-tourists from outside Asia who end up spending more.

Actually, I believe there is likely more behind the successes of these two rural destination examples. Like Niseko in Hokkaido, Hida-Takayama has a highly ranked official destination page showing it has been hard at work in recent years establishing better positioning online in English. The website has a good design and user-friendly interface in multiple languages. Website design and usability certainly makes destinations more accessible and appealing to inbound tourists. Gero-onsen’s official destination website is harder to find due to its lower google listing among other factors.

A Google search of the two destinations in English reveals a huge distinction in online presence: Gero-onsen receives only 193,000 listings while Hida-Takayama receives 586,000 listings. If destinations want to improve their online positioning, hiring quality writers who are familiar with Japanese tourism products, as well as local Japanese culture is the best practice.

Unfortunately, content writing is not given priority in destination marketing in Japan and quick ‘translations’ are done by Japanese staff, student volunteers or poorly paid English speaking staff who lack experience or awareness in writing good tourism industry content. As mentioned in the digital marketing symposium by Mr.Makino of TripAdvisor, the purpose of travel is different for the inbound vs domestic markets. While Japanese travelers are motivated to seek out destinations for food and famous sights, inbound visitors are seeking meaningful experiences and nature-based activities. Therefore straight translations of Japanese text misses the target market even if written well.

Good quality travel writers are here in Japan who can help create appeal for destinations, but can only be hired if they are paid what they are worth and allowed to write user-centric content that is not directly translated from the Japanese version. There are many highly qualified long-term, international residents in Japan who are the best choice to promote a destination in English effectively on social media and digital marketing networks. There may be others, but if you need a resource to hire writers for the digital promotion of destinations to the inbound market, JarmanInternational and JizoHat are two companies that provide high-quality services. Companies and DMO’s in rural destinations especially need to start investing in higher quality content if they want to compete with established destinations along the golden route.

The above comparison of online differences between two similar onsen-attraction towns can be generalized to many rural destinations which attract visitors with nature-based tourism and natural assets. Transitioning to appeal to the inbound market for traditional tourist destinations, with traditional tourism models in place, may be more difficult than for destinations building tourism appeal from scratch. Gero-onsen, has a long history of catering to the domestic market and likely many entrenched old-fashioned tourism promotion practices. This was further illustrated when I visited the booths for Gero-onsen and Takayama-onsen I was told there were no materials in English available for Gero, but Takayama had good English materials and staff who spoke English well. This marketing session was an interesting reflection of where Japan is at this point in time, as well as where it should be heading.

Further reading:
* Luxury Tourism Marketing issues – a summary and review of the Luxury Market Symposium from the Tourism Expo Japan 2018 Tokyo meetings.

73 Comments

Add Yours →

I just want to say I am very new to blogs and truly savored you’re web site. More than likely I’m likely to bookmark your website . You amazingly come with superb articles and reviews. Regards for sharing your webpage.

How long does a copyright last on newspaper articles?. . If a service copies newspapers articles and then posts it in a database on the Internet, is there also a copyright on the Internet content?.

I just want to say I am very new to blogs and truly savored you’re web site. More than likely I’m likely to bookmark your website . You amazingly come with superb articles and reviews. Regards for sharing your webpage.

naturally like your web-site but you need to take a look at the spelling on quite a few of your posts. Several of them are rife with spelling issues and I find it very troublesome to inform the truth however I’ll surely come back again.

Short Haircuts Models, There’s no going back once you commit to the short hairstyle so how are you. Celebrity inspired short haircuts and hairstyles to try. https://shorthaircutsmodels.com/ Our short hairstyles and short haircuts to inspire your next salon. Top model Maria Borges stunned in this sleek straight crop at the. From to Moss see the models who have made a career statement with short hair. The model approved haircuts were made for standing out. Check out our edit of the best celeb hairstyles for short hair for all the. Seriously short and peroxide blonde looks epic on model. These are the best short haircuts for men to get in 2019. We cover all types of fade haircuts crop haircuts classic short haircuts for men and cool quiff haircuts.

I just want to say I am very new to blogs and truly savored you’re web site. More than likely I’m likely to bookmark your website . You amazingly come with superb articles and reviews. Regards for sharing your webpage.

Hmm it appears like your blog ate my first comment (it was super long) so I guess I’ll just sum it up what I submitted and say, I’m thoroughly enjoying your blog. I as well am an aspiring blog blogger but I’m still new to the whole thing. Do you have any points for novice blog writers? I’d really appreciate it.

Comments can make or break someone’s mood as it can do for someone’s impression as well. Language plays the most important part in human communication. Success in this area depends on your idea of interaction, 
the frequency you share with the other person, how you choose to form your ideas into words that would convey the meaning and also how you perceive things to form ideas.

Many might think that commenting on anything about a girl can be very tricky, but that shouldn’t be something to worry about as long as you are being genuine, good-natured, amiable and decent.
Comments could mean commenting on social media on a girl’s picture or commenting in real life. Approaches will be different, although there are a few basic things that are to be treated as a base – of being decent and good-natured.

Hello, Neat post. There is an issue together with your website in internet explorer, might test this… IE still is the market chief and a large component to other people will leave out your fantastic writing due to this problem.

Great – I should definitely pronounce, impressed with your site. I had no trouble navigating through all the tabs and related information ended up being truly easy to do to access. I recently found what I hoped for before you know it in the least. Quite unusual. Is likely to appreciate it for those who add forums or something, site theme . a tones way for your client to communicate. Nice task..

Woah! I’m really enjoying the template/theme of this blog. It’s simple, yet effective. A lot of times it’s very hard to get that “perfect balance” between user friendliness and visual appearance. I must say that you’ve done a awesome job with this. Also, the blog loads extremely quick for me on Firefox. Excellent Blog!

How long does a copyright last on newspaper articles?. . If a service copies newspapers articles and then posts it in a database on the Internet, is there also a copyright on the Internet content?.

Its like you read my mind! You appear to know a lot about this, like you wrote the book in it or something. I think that you could do with a few pics to drive the message home a little bit, but instead of that, this is excellent blog. A fantastic read. I will certainly be back.

Nice blog right here! Additionally your web site so much up very fast! What host are you the usage of? Can I get your associate link on your host? I wish my web site loaded up as quickly as yours lol

of course like your website but you have to check the spelling on several of your posts. A number of them are rife with spelling issues and I in finding it very bothersome to inform the reality nevertheless I will surely come back again.

I have been exploring for a little for any high-quality articles or blog posts in this sort of house . Exploring in Yahoo I at last stumbled upon this website. Studying this information So i am satisfied to express that I’ve a very just right uncanny feeling I discovered exactly what I needed. I most certainly will make certain to don’t omit this website and provides it a look regularly.

Magnificent items from you, man. I’ve have in mind your stuff previous to and you’re just extremely wonderful. I actually like what you’ve got right here, certainly like what you’re stating and the best way wherein you say it. You make it entertaining and you still take care of to stay it smart. I can’t wait to learn much more from you. This is really a wonderful site.

Thank you for another fantastic post. Where else could anybody get that kind of info in such a perfect way of writing? I have a presentation next week, and I am on the look for such info.

Leave a Reply