Promoting Northern Territory as a tourist destination to Japanese tourists
: identify the attitudes or perceptions of Japanese tourists relevant to Northern Territory

  • Bhasker Muthyala

    Student thesis: Coursework Masters - CDU


    The number of Japanese overseas travelers has shown dramatic increase over the last decade and expected to increase further beyond year 2000. Though the number of them visiting Australia has showed considerable growth, the percentage of them visiting Northern Territory is more or less stable over the years.

    Tourism motivations are in integral part of the tourist experience. What are the push and pull factors underpin these motivations. How does these factors influence the psyche of the tourist. Is it the desire (push) or the attraction of a destination (pull). Why does people travel (apart from business purposes). Is there any influence of a person's attitude or perceptions that stimulates the motivate to travel. It is an ongoing intrigue, despite many theories and research findings support the concept of "leisure and relaxation ". Yet, none were able to prove or conclusively state these factors. Chapter 5 looks at some of the theories and research findings.

    This research objective and the two overriding theme is to find the perceptions and attitudes of the Japanese visitors to Australia and the relevance to Northern Territory. To search for possible reasons for skipping Northern Territory. Chapter 6 provides the basis for the Japanese perceptions, attitudes and motivations venturing into their domestic tourism. The cultural back grounds and the traditions play a very vital role in their everyday life. This is the base on which the Japanese tourist psyche dwells representing their collective nature & traditions which is examined in Chapter 7. Their perceptions and attitudes are absolutely relevant to Northern Territory similar to that of Australia. These are examined in Chapter 8.

    The probing question - if this is the case , why is that very few Japanese visitNorthern Territory. The reasons very. But from this research it is obvious time isthe crucial factor in addition to the geographical location and most importantly the wholesalers dictate terms and preplan the schedule for most Japanese tourists.

    However there is a clear trend from the different groups, the emergence of newsegments within the holiday groups, one has to take notice of. The youngergeneration are changing the trend and so are the females in their ripe age group. These are the groups who are inclined to break the traditional shackles and attitudes and explore the world on their own. The new breed of travelers- FITs, the Ols and the repeaters are the emerging segments to watch out.

    Current marketing strategies of NTTC are in line with the changing trends both in the segments and the traditional perceptions & attitudes of the Japanese visitors which are examined in chapter 9. However it needs to be refined in tune with the emerging trends and to be focused on the growing segments exclusively in the short term in order to develop and benefit in the long term.
    Date of AwardJul 1996
    Original languageEnglish

    Cite this