From the questionnaire, we discovered that many visitors had not visited Japan many times, as 40% of the visitors had visited Japan once and 25% had visited twice. However, there were a particularly large number of responses for having visited 5 or more times (21%). Japanese food boasts tremendous popularity as an attractive aspect of travelling to Japan. We discovered that Japanese food is highly popular. The second most popular response was a desire to enjoy Japanese nature and culture, and it can be said that this is an important point to consider as the number of visitors to Japan increases along with the ratio of repeaters to first-time visitors.
Below are the results of the questionnaires for 1,000 booth visitors at China International Travel Mart 2018.
Q. Have you ever been to Japan? If you answered "Yes," please specify the number of times you have visited Japan.
These results show that roughly half of the respondents have never visited Japan. It also shows that among those who have visited before, a large percentage had only visited once or twice. There were many who had not yet visited Japan, and I think it can be said that there is plenty of room for these people to enjoy Japan.
Q. What do you want to experience and where do you want to go in Japan? (Multiple Answers)
As Japanese food was the most common answer, we can gather that there is a high interest in Japanese food. There is a distinct desire to first enjoy Japanese food as an experience unique to Japan. We discovered that Japanese food has become established as part of the impressions people from Shanghai have of Japan, and this is related to the fact that a large percentage have either yet to visit Japan or have only visited once.
The next most common responses were related to nature, historical buildings, and Japanese culture. Shanghainese also are aware of these areas as attractive features of Japan. I think it can be said that wanting to experience the multitude of attractive things unique to Japan while also enjoying Japanese food is characteristic of Shanghainese.