WHY DO HONG KONG YOUNG PEOPLE LIKE TO VISIT JAPAN? AN EXPLORATORY STUDY

Few researchers have examined Japan’s inbound tourism and the youth market. This study examines factors that drive travelling youths from Hong Kong to Japan. Focus group interviews is the methodology used and the findings indicate that Hong Kong young people are motivated to travel to Japan mainly because of some pull factors (Japan’s “natural wonders, man-made attractions and events,” “traditional culture” and “the hospitality and shopping opportunities”) and some trip-related features and push factors. These findings pave the way for more effective marketing strategies that Japan can use to target Hong Kong’s youth market for its tourism industry