Rakuten Travel conducted a survey on the reality and awareness of “cheering consumption” in the travel sector.
Support consumption” is a consumption style in which people purchase goods and services to support and encourage local communities and the businesses that work there. In the domestic travel and tourism sector, as some regions and businesses have been affected by natural disasters and the Corona disaster, we conducted a survey on the experience, interest, and challenges of “support consumption” through travel.
The survey found that 30.6% of respondents had experienced support consumption through travel, with men in their 20s having the highest experience rate at 43.6%, followed by men in their 60s at 35.5%. Among women, those in their 40s had the highest rate at 33.3%. By gender, the experience rate was about 3 percentage points higher for men than for women. The lowest experience rate was among women in their 20s at 21.7%, followed by women in their 30s at 23.8%.
55.4% were interested in supporting consumption through future travel, while 37.1% were unsure and 7.5% did not want to do so. Unlike the experience rate responses, women’s intentions were 3 percentage points higher than men’s. Of those who responded that they have “experienced support consumption through travel,” 90.2% said they “would like to do so” in the future, indicating a tendency for those with experience to have a high level of willingness to do so again. On the other hand, 40.1% of those with no experience answered that they would like to do so in the future. Among women, 64.8% of those in their 40s expressed the highest intention, followed by 59.1% of those in their 60s. Among males, 62.4% of those in their 20s expressed the highest willingness, followed by 57.4% of those in their 30s, indicating a positive trend among younger respondents.
The most common reason for wanting to support consumption through travel was “to make people in the community and businesses happy” (60.5%), followed by “more satisfaction from travel” (51.4%) and “sustainability of the local economy, businesses, culture, etc.” (42.7%). Regardless of gender, respondents in their 20s selected “I like/am interested in volunteering and other support activities” more than many other age groups. On the other hand, respondents in their 40s had higher percentages for “Increases travel satisfaction,” “Makes memories and topics of conversation,” and “Educates children and family members,” indicating a tendency to expect added value and travel enrichment through support consumption. Furthermore, those in their 60s had a higher response rate than other age groups for “sustainability of the local economy, businesses, culture, etc.”
When those who had experienced support consumption through travel were asked where they spent their money, the top three choices were “hotels and inns” (80.2%), “restaurants” (72.9%), and “special products and souvenir stores” (68.4%). Females used “special products and souvenir stores” more than males, and males used “sports facilities” and “theme parks and amusement parks” more than females. Women in their 50s and 60s tended to be more likely to visit restaurants. Men in their 20s had higher percentages for “museums, art galleries, archives, zoos, aquariums,” “theme parks, amusement parks,” “sports facilities,” and “local activities and guided tours.
The most common source of information about the need for support and assistance from local communities and businesses was “mass media” (53.1%), followed by “local government, lodging facilities, and restaurants” (43.6%) and “information sent out by travel agencies, travel plans, and discount coupons” (40.5%). On the other hand, “posts on social networking services” was low at 19.6%. The highest percentage of men in their 20s, 63.6%, experienced cheering consumption “directly from local governments, accommodations, and restaurants,” while the next highest percentage of men in their 60s, 71.1%, received information from “mass media. For both men and women, less than 10% of respondents in their 50s and 60s selected “Posting on SNS.
In addition to the issues faced by travelers, such as “Insufficient budget to support and encourage” (30.5%) and “Insufficient time to travel to support and encourage” (26.2%), the top issues faced by recipients were “Not knowing if it is safe to travel to the area” (27.0%) and “Not knowing if the area and its businesses will welcome and accommodate travelers” (25.2%). In addition to the issues on the part of travelers, “I don’t know if it is safe to travel to the area” (27.0%) and “I don’t know if the area or business will welcome or accept travelers” (25.2%) also ranked high. In addition, a higher percentage of males in their 20s, who have more experience in supporting consumption through travel, selected “People I travel with are not interested in supporting consumption” than other age groups, while a higher percentage of respondents who have no experience in supporting consumption and females in their 20s, who have less experience, selected “I don’t know how to support consumption”.
© Source travel watch
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