Tracking survey in Thailand, Indonesia and Vietnam on the visit to Japan. Jun 2018

1. Tracking survey in Thailand, Indonesia and Vietnam on
the visit to Japan
Jun 2018

2. 2
Content
P3 Overview
P4 The state of visitors to Japan in Thailand, Indonesia and Vietnam
P11 Understanding visitors’ dissatisfaction when travelling to Japan
P16 Attracting visitors from Thailand, Indonesia and Vietnam
P23 The state of visitors’ spending
P26 Summary
P28 Introducing W&S overseas survey
P31 Contact Information

3. 3
Overview
Survey method Online quantitative survey
Conduct period March 13th (Tue) - April 9th (Mon), 2018
Country of survey Thailand, Indonesia, Vietnam
Respondent Male/ Female who have visited Japan in past 3 years (01 March 2015 - 28 February 2018)
Number of qualified
respondents
Thailand 260ss, Indonesia 260ss, Vietnam 252ss
Number of questions 27 questions (8 screening + 19 main)
Research firm Yimresearch (W&S Thailand), Nusaresearch (W&S Indonesia), Vinaresearch (W&S Vietnam)
Quota
Country N
Male Female
20-29
years old
30-39
years old
40 years
old~
20-29
years old
30-39
years old
40 years
old~
Thailand 260 50 50 30 50 50 30
Indonesia 260 50 50 30 50 50 30
Vietnam 252 50 50 27 50 50 25

4. 4
The state of visitors to Japan in
Thailand, Indonesia and Vietnam

5. 5
Source: Japan National Tourism Organization (JNTO)
Year
Number of visitors
travelling to Japan
Compare
to last year
Ratio by
region/cou
ntry
2015 796,731
Sightse
eing
visitor
737,943
+21.2% 4.0%
Comme
rcial
visitor
34,682
Others 24,106
2016 901,525
Sightse
eing
visitor
838,092
+13.2% 3.8%
Comme
rcial
visitor
36,403
Others 27,030
2017 987,211
Sightse
eing
visitor
919,000
+9.5% 3.4%
Comme
rcial
visitor
38,987
Others 29,224
The state of visitors travelling to Japan in Thailand
Number of qualified respondents (n=260)
Thailand
Summary
46.5% of respondent are 1st-time visitor, and 31.9% are 2nd-time visitor. Regarding
purpose of visit, honeymoon is the second most popular reason (19.6%), and this
figure is high compared to Indonesia and Vietnam.
Number of visit Purpose of visit
Period of Mar 2015 - Feb 2018
46.5%
31.9%
12.3%
3.1%
6.2%
1st time
2nd time
3rd time
4th time
~5th time
79.6%
19.6%
0.4%
0.4%
Sightseeing / Leisure
Honeymoon
Watching sport events
Visiting relatives/
acquaintances

6. 6
The state of visitors travelling to Japan in Indonesia
Number of qualified respondents (n=260)
Indonesia
Summary
1st-time visitor accounts for 48.3%, while repeater (second time or more) is
51.7%. For visiting purposes, sightseeing and leisure contributes 95%.
95.0%
2.3%
2.3%
0.4%
Sightseeing / Leisure
Visiting relatives/
acquaintances
Honeymoon
Watching sport events
Source: Japan National Tourism Organization (JNTO)
Year
Number of visitors
travelling to Japan
Compare
to last year
Ratio by
region/cou
ntry
2015 205,083
Sightse
eing
visitor
164,040
+29.2% 1.0%
Comme
rcial
visitor
18,574
Others 22,469
2016 271,014
Sightse
eing
visitor
218,373
+32.1% 1.1%
Comme
rcial
visitor
25,398
Others 27,243
2017 352,330
Sightse
eing
visitor
291,532
+30.0％ 1.2%
Comme
rcial
visitor
28,302
Others 32,496
43.8%
37.3%
14.6%
2.7%
1.5%
1st time
2nd time
3rd time
4th time
~5th time
Number of visit Purpose of visit
Period of Mar 2015 - Feb 2018

7. 7
Source: Japan National Tourism Organization (JNTO)
Year
Number of visitors
travelling to Japan
Compare
to last year
Ratio by
region/cou
ntry
2015 185,395
Sightse
eing
visitor
62,060
+49.2% 0.9%
Comme
rcial
visitor
23,531
Others 99,804
2016 233,763
Sightse
eing
visitor
77,099
+26.1％ 1.0%
Comme
rcial
visitor
29,017
Others 127,647
2017 308,898
Sightse
eing
visitor
107,162
+32.1% 1.1%
Comme
rcial
visitor
33,399
Others 168,337
The state of visitors travelling to Japan in Vietnam
Number of qualified respondents (n=252)
Vietnam
Summary
The fresh visitor is 38.5%, the repeater (2nd time or more) is 61.5%.
Comparing 3 countries, it shows that Vietnam repeater's rate is high.
38.5%
43.7%
10.3%
2.4%
5.2%
1st time
2nd time
3rd time
4th time
~5th time
Number of visit Purpose of visit
Period of Mar 2015 - Feb 2018
91.3%
6.3%
1.6%
0.8%
Sightseeing / Leisure
Visiting relatives/
acquaintances
Honeymoon
Watching sport events

8. 8
Type of experience that the visitors of each country prefer to have next time
“Eat Japanese food", “Drink Japanese alcoholic
beverages", “Go nature/scenery sightseeing",
”Get into a hot spring", and “Walk in shopping
districts" are mentioned most (> 40%).
57.7
41.9
33.5
40.8
47.7
40.8
19.2
13.8
20.4
13.5
5.8
4.6 5.4
14.2
28.8
13.1
18.1
8.8 9.2
3.8
35.7
14.3
27.4
23.0
38.1
19.0
19.4
11.9
27.4
17.9
6.7
19.8
9.9
27.0
39.7
16.3
29.8
19.0 18.7
8.7
43.5
24.2
22.6
36.7
31.0
16.1
24.6
12.9
18.5 20.2
0.0
12.5
8.9
25.8
37.1
19.8
28.2
22.6
19.8
5.2
0.0
10.0
20.0
30.0
40.0
50.0
60.0
Thailand Indonesia Vietnam
Thailand(n=260) Indonesia (n=260) Vietnam (n=252)
Popularity of “Eat Japanese food", “Go
nature/scenery sightseeing", “Experience four
seasons“ is high that exceeds 30%.
Popularity of “Eat Japanese food", “Take a hot
spring”, “Go nature/scenery sightseeing",
“Experience four seasons“ is high that exceeds
30%.

9. 9
Travel type and accommodation style when visiting Japan
35.4
37.3
27.3
54.2
25.0
20.8
46.8
26.6
26.6
0.0 20.0 40.0 60.0
"Took group tour planned by
travel agency"
"Used package tour designed for
personal travelling, included
roundtrip air (ship) ticket and
accommadation""Used package
tour designed for personal
travelling, included roundtrip air
ticket and accommadation"
"Used tour separately roundtrip
air (ship) ticket and
accommmodation"
Thailand Indonesia Vietnam
60.8
60.0
26.5
24.2
35.4
30.8
16.5
50.4
63.1
31.2
0.8
20.0
40.4
25.0
40.5
51.2
9.1
6.0
13.9
52.0
16.7
0.0 20.0 40.0 60.0
Hotel (Western-style center)
Ryokan (Japanese style
center)
"Villa/Condominium
Apartment "
"School dormitory
Company owned
accommodation "
Relatives/
acquaintance's house
Youth Hostel
guest house
Capsule hotel
Thailand Indonesia Vietnam
Travel type Accommodation style
Group tour is the highest in Indonesia (54.2%).
In Thailand, products for personal travel with flight and
accommodation set is the most popular (37.3%).
Ryokan (Japanese-style room) is the most popular accommodation
style among the Indonesian (63.1%), followed by the Thai (60%).
On the other hand, 52% of Vietnamese people stayed at guest
house.

10. 10
Popularity of Japan’s sightseeing route
65.4
28.8
20.8
46.9
37.3
26.5
39.6
41.9
30.0
12.7
18.5
57.3
31.5
29.2
56.5
25.8
35.4
38.5
50.0
40.0
21.9
35.8
57.5
26.6
22.2
61.9
14.7
29.0
51.2
43.3
27.8
25.0
30.2
0.0 10.0 20.0 30.0 40.0 50.0 60.0 70.0
Hokkaido - Route to Asian Natural Treasures
Exploration to the Deep North of Japan
Shoryudo (Dragon-rise Region)
The flower of Japan, Kansai
The Inland Sea, Setouchi
Spiritual Island "Shikoku Henro"
‘Onsen Island’ Kyushu "Relax & Rejoice"
Amazing Northernmost Japan,Hokkaido route
The Wider Kanto Route “Around Tokyo”
Route Romantique San'in
Visit Our Exciting Ryukyu Islands in The Pacific Ocean
Thailand（n=260) Indonesia (n=260) Vietnam (n=252)
“Hokkaido - Route to Asian Natural Treasures” is the most prevalent route across 3 countries gaining more than 50% of awareness.
The second most popular tour is “The Flower Of Japan, Kansai” mentioned by more than 50% of Indonesian and Vietnamese visitors.
In contrast, Route Romantique San’in is least known tour (25%).

11. 11
Understanding visitors’ dissatisfaction when travelling to Japan

12. 12
Number of cases of inconvenience / dissatisfaction that we asked visitors to Japan
73 persons
4 persons
2 persons
8 persons
4 persons
2 persons
16 persons
4 persons
4 persons
17 persons
3 persons
2 persons
27 persons
9 persons
0 20 40 60 80
Language barrier
Cultural difference
High rental cost / Expensive
Address is difficult to find
Accommodation is small/
uncomfortable
Location is inconvenient (far from
center, bus/metro station…)
Facilities are poor (lack of amenities,
not clean…)
Have issue in booking room (no room
left, requested room is not available,…
Have difficulty in using Japan's
devices/ equipments
Not familiar with traffic system
(streets, buses, subway…)
Visa procedure is complicated/ difficult
Disappointed with the places that
visited.( difference from picture I…
Air lines issue (Flight delayed,Flight
cancled)
About environment (the weather,
climate change, crowded, etc.)
Accommodation
Thailand Indonesia Vietnam
23 persons
2 persons
5 persons
0 person
9 persons
4 persons
7 persons
5 persons
2 persons
2 persons
0 person
0 person
0 person
0 person
0 20 40 60 80
60 persons
13 persons
14 persons
3 pesons
10 persons
6 persons
7 persons
4 persons
4 persons
13 persons
5 persons
0 persons
0 persons
0 persons
0 20 40 60 80
Listening to visitors’ feedback and trying to minimize their dissatisfactions are efforts to increase the number of 1st-time travelers and
repeaters.Language barrier is the biggest problem of all 3 countrires’ visitors. Inability to speak English is one of the main reasons and issues of not
only the Japanese but some foreign travelers as well. Therefore, having instructions in additional languages apart from English is essential.
(n=260) (n=260) (n=252)

13. 13
Number of cases of inconvenience / dissatisfaction that we asked visitors to Japan
69 persons
11 persons
7 persons
19 persons
8 persons
13 persons
3 persons
0 person
9 persons
0 20 40 60
Language barrier
High rental cost / Expensive
Have difficulty in money
exchange
Have difficulty in payment
Have difficulty in buying product
(hard to find, lots of similar
products/ stores…)
Have difficulty in getting to the
store (stay far away, don't know
where to go, get lost, walk a lot,
etc…)
No bargain
Bad service of salesperson
Crowded, long queue
Shopping
27 persons
16 persons
6 persons
1 person
3 persons
1 person
8 persons
7 persons
0 person
0 20 40 60
46 persons
22 persons
19 persons
3 persons
4 persons
10 persons
4 persons
0 person
0 person
0 20 40 60
Language barrier is the biggest problem of all 3 countrires’ visitors, followed by difficulty in payment among Thai (19 persons) and high price for
Indonesian (16 persons) and Vietnamese (22 persons).
(n=260) (n=260) (n=252)Thailand Indonesia Vietnam

14. 14
Number of cases of inconvenience / dissatisfaction that we asked visitors to Japan
45 persons
67 persons
4 persons
7 persons
9 persons
17 persons
3 persons
0 20 40 60
Food is not to my taste (sushi, raw dishes,
spicy dishes…)
Language barrier (cannot order, cannot
understand menu…)
High price / Expensive
Have to wait for long time
Have difficulty in getting to the restaurant
(far away from hotel, don't know where to
go, hard to find…)
Is crowded/ noisy
Have difficulty in finding HALAL label at
restaurants
Restaurant
25 persons
13 persons
5 persons
4 persons
1 person
1 person
25 persons
0 20 40 60
55 persons
25 persons
9 persons
2 persons
7 persons
2 persons
0 person
0 20 40 60
Language barrier (67 persons) and unfavorable food (45 persons) are 2 biggest inconvenience of Thai. For Indonesian, they find unfavorable food and
finding HALAL-labelled restaurant the most inconvenience (25 persons for each). Vietnamese visitors have similar problem as Thai with unfavorable
food (55 persons) and language (35 persons).
(n=260) (n=260) (n=252)Thailand Indonesia Vietnam

15. 15
56.2 43.8 0.00.00.0
0% 20% 40% 60% 80% 100%
Extremely want to visit again Want to visit again Neutral Don't want to visit again Extremely not want to visit again
Despite being inconvenient and dissatisfied, what is your intention of returning to Japan again?
100.0％Thailand
Indonesia
Vietnam
96.9％
98.4％
70.4 26.5
80.6 17.9 0.4
0% 20% 40% 60% 80% 100%
Language barrier is the main reason of dissatisfaction among visitors of all 3 countries. Their intention of returning is as the following.
Regarding top-box level, Vietnamese intention is the highest (80.6%), then come Indonesian’s (70.4%) and Thai’s (56.2%).
Considering TOP 2 BOX, intention of returning is generally high across 3 countries with more than 90%.
(n=260)
(n=260)
(n=252)
Intention to visit Japan again

16. 16
Attracting visitors from Thailand, Indonesia and Vietnam

17. 17
Important factors in making decision of oversea travel destination(s)
“Destinations shown in my favorite TV or drama” has great influence on destination choice of the Indonesian and Thai, while the Vietnamese’s decision
is affected by word-of-mouth information.
56.2
43.8
38.8
37.3
47.3
21.5
23.8
16.9
13.5
15.0
11.9
9.6
15.4
8.8
5.4
17.7
13.1
61.2
47.7
52.3
36.9
31.2
20.8
30.0
17.3
5.0
6.5
8.8
6.2
16.9
10.8
3.5
14.6
17.7
28.2
20.6
31.0
44.0
19.8
17.1
29.4
21.4
12.3
8.3
11.5
17.1
17.5
26.2
18.3
35.7
22.2
I'm easily attracted to the destination where shown in my favorite TV
or drama.
After watched TVC regarding to travel, it makes me want to go to
that destinations.
I'm easily attracted to the destination where shown in Travelling TV
program.
I'm easily attracted to the destination where has good reputation
from my society.
I'm easily attracted to the destination where shown in magazine.
I'm easily attracted to the destination where shown in blog.
I'm easily attracted to the destination where shown in ads on SNS.
After read/ saw website of specific place, it makes me want to go to
that place.
I'm easily attracted to the destination where shown on billboard ads.
I'm easily attracted to the destination where shown on flyer.
I'm easily attracted to the destination where is recommended by
travel agency.
I'm easily attracted to the destination where is sold as tour/ package
in travel agency.
I'm easily attracted to discounted tour or package.
I'm easily attracted to lower price tour or package.
I'm easily attracted to the destination where is just introduced in
travel agency office.
I'm easily attracted to the destination where is talked by people.
I'm easily attracted to the destination when people talked about
travelling to the destination.
Thailand (n=260) Indonesia (n=260) Vietnam (n=252)

18. 18
Thailand (n=260)
Rank Referenced information
Response
rate (%)
1st SNS 47.3
1st
Website of Japan National Tourism
Organization (JNTO)
47.3
3rd Regional tourism association website 43.8
Choosing destination for sightseeing referenced information
SNS plays key role in attracting visitors of these 3 countries to Japan. Creating opportunity for tourists to take and share photos of travel destinations is
a way to increase awareness of those places and motivate travelers to go there. In Vietnam, it is considered that travel agency, advertising on travel
magazine, guidebook have an influence on destination choice
Indonesia (n=260)
Rank Referenced information
Response
rate (%)
1st SNS 38.1
2nd Review sites 36.5
3rd Video hosting website 33.5
Vietnam (n=252)
Rank Referenced information
Response
rate (%)
1st SNS 45.6
2nd
Relatives / acquaintances living in
Japan
37.7
3rd Travel guidebook 35.3
Japan
National
Tourism
Organizat
ion
(JNTO)
website
Travel
agent’s
website
Accomm
odation
website
Airline
website
Regional
tourism
associati
on
website
Accomm
odation
reservati
on site
Review
sites
(TripAdvi
sor, etc.)
SNS
(Faceboo
k, Twitter,
etc.)
Personal
blogs
Video
sites
(YouTub
e, etc.)
Other
websites
Japan
National
Tourism
Organizat
ion
(JNTO)
office
Travel
agent’s
brochure
s
Travel
guide(s)
Family/fri
ends in
own
country
Family/fri
ends in
Japan
Travel
exhibition
or trade
show
TV
program
Newspap
ers
Travel
magazine
s
Other
magazine
s
Thailand 47.3 33.5 32.7 28.1 43.8 20.8 29.6 47.3 15.4 18.5 1.9 8.5 9.6 11.2 15.4 10.4 15.8 5.4 8.1 3.8 4.6
Indonesia 26.5 25.8 16.9 12.7 16.5 15.4 36.5 38.1 14.6 33.5 9.6 20.8 19.6 19.6 21.9 20.8 16.9 24.6 4.6 21.2 5.4
Vietnam 16.7 32.9 15.1 11.9 14.7 19.8 29.0 45.6 15.9 28.2 0.0 11.1 13.1 35.3 25.0 37.7 15.1 14.3 6.0 31.7 0.0
0
25
50
Thailand Indonesia Vietnam

19. 19
Thailand (n=260)
Rank Referenced information
Response
rate (%)
1st Travel agent’s website 49.2
2nd
Japan National Tourism Organization
(JNTO) website
47.3
3rd SNS 40.0
Accommodation referenced information
Japan
National
Tourism
Organizat
ion
(JNTO)
website
Travel
agent’s
website
Accomm
odation
website
Airline
website
Regional
tourism
associati
on
website
Accomm
odation
reservati
on site
Review
sites
(TripAdvi
sor, etc.)
SNS
(Faceboo
k, Twitter,
etc.)
Personal
blogs
Video
sites
(YouTub
e, etc.)
Other
websites
Japan
National
Tourism
Organizat
ion
(JNTO)
office
Travel
agent’s
brochure
s
Travel
guide(s)
Family/fri
ends in
own
country
Family/fri
ends in
Japan
Travel
exhibition
or trade
show
TV
program
Newspap
ers
Travel
magazine
s
Other
magazine
s
Thailand 47.3 49.2 29.6 33.1 38.5 27.7 28.5 40.0 10.0 7.7 1.5 9.2 3.8 13.8 13.5 12.7 7.7 5.8 3.5 7.3 0.4
Indonesia 44.6 53.1 29.6 26.9 15.0 25.4 46.5 28.8 8.8 29.2 2.3 11.9 17.3 10.4 18.5 11.5 5.0 15.8 1.5 6.5 1.5
Vietnam 15.5 40.9 16.3 19.8 16.7 29.0 39.7 44.4 10.3 24.2 0.0 12.7 11.9 18.7 29.0 29.8 8.3 8.3 5.2 23.8 0.0
0
25
50
Thailand Indonesia Vietnam
According to source of referenced information on accommodation, the influence of "Travel agent’s website" is high across all 3 countries, 49.2% in
Thailand, 53.1% in Indonesia and 40.9% in Vietnam.
Japanese National Tourism Organization’s (JNTO) website has around 40% of influence in Thailand and Indonesia. In Thailand and Vietnam, the
SNS’ reference is about 40%, while the impact of review sites in Indonesia and Vietnam is about 40%.
Indonesia (n=260)
Rank Referenced information
Response
rate (%)
1st Travel agent’s website 53.1
2nd Review sites 46.5
3rd
Japan National Tourism Organization
(JNTO) website
44.6
Vietnam (n=252)
Rank Referenced information
Response
rate (%)
1st SNS 44.4
2nd Travel agent’s website 40.9
3rd Review sites 39.7

20. 20
Japan
National
Tourism
Organizat
ion
(JNTO)
website
Travel
agent’s
website
Accomm
odation
website
Airline
website
Regional
tourism
associati
on
website
Accomm
odation
reservati
on site
Review
sites
(TripAdvi
sor, etc.)
SNS
(Faceboo
k, Twitter,
etc.)
Personal
blogs
Video
sites
(YouTub
e, etc.)
Other
websites
Japan
National
Tourism
Organizat
ion
(JNTO)
office
Travel
agent’s
brochure
s
Travel
guide(s)
Family/fri
ends in
own
country
Family/fri
ends in
Japan
Travel
exhibition
or trade
show
TV
program
Newspap
ers
Travel
magazine
s
Other
magazine
s
Thailand 38.8 26.5 25.4 25.8 21.5 18.5 34.2 32.3 10.8 26.9 7.3 9.6 3.8 7.3 1.9 3.5 1.9 3.8 0.4 2.3 0.8
Indonesia 37.3 59.2 48.8 38.5 26.2 31.5 50.0 43.5 29.2 36.9 10.0 21.5 25.0 23.5 31.9 24.2 19.6 26.2 12.3 15.4 8.8
Vietnam 15.5 34.5 11.9 9.9 14.7 16.7 32.5 42.5 14.7 30.6 0.4 11.1 12.7 29.0 32.5 25.4 11.9 17.5 6.3 25.8 0.8
0
25
50
Thailand Indonesia Vietnam
Thailand (n=260)
Rank Referenced information
Response
rate (%)
1st
Japan National Tourism Organization
(JNTO) website
38.8
2nd Review sites 34.2
3rd SNS 32.3
Restaurant referenced information (before visiting Japan)
There are many sources of information for reference about restaurant (before visiting Japan). Majority of visitors commonly get information from the
review sites, specifically 34.2% in Thailand, 50% in Indonesia and 32.5% in Vietnam.
The most often referred source of information is different by country: “website of Japan National Tourism Organization” in Thailand (38.8%), “travel
agent’s website” in Indonesia (59.2%) and “SNS” in Vietnam (42.5%).
Indonesia (n=260)
Rank Referenced information
Response
rate (%)
1st Travel agent’s website 59.2
2nd Review sites 50.0
3rd Accommodation website 48.8
Vietnam (n=252)
Rank Referenced information
Response
rate (%)
1st SNS 42.5
2nd Travel agent’s website 34.5
3rd
Review sites
Family/friends in own country
32.5

21. 21
Thailand (n=260)
Rank Referenced information
Response
rate (%)
1st SNS 33.1
2nd Review sites 28.5
2nd Accommodation website 28.5
Restaurant referenced information (while staying in Japan)
Japan
National
Tourism
Organizat
ion
(JNTO)
website
Travel
agent’s
website
Accomm
odation
website
Airline
website
Regional
tourism
associati
on
website
Accomm
odation
reservati
on site
Review
sites
(TripAdvi
sor, etc.)
SNS
(Faceboo
k, Twitter,
etc.)
Personal
blogs
Video
sites
(YouTub
e, etc.)
Other
websites
Japan
National
Tourism
Organizat
ion
(JNTO)
office
Travel
agent’s
brochure
s
Travel
guide(s)
Family/fri
ends in
own
country
Family/fri
ends in
Japan
Travel
exhibition
or trade
show
TV
program
Newspap
ers
Travel
magazine
s
Other
magazine
s
Thailand 21.9 22.7 28.5 18.1 21.9 13.5 28.5 33.1 10.4 17.3 12.3 10.0 3.8 6.5 1.5 2.3 1.9 1.2 0.4 5.0 0.4
Indonesia 31.5 20.0 18.1 16.2 25.4 20.0 27.7 24.2 18.1 22.7 11.5 20.0 19.2 24.2 19.2 19.6 14.2 15.0 10.0 11.2 9.6
Vietnam 14.7 16.3 9.1 5.2 21.8 9.1 15.9 24.2 7.1 15.1 0.0 11.5 7.1 23.4 17.1 32.5 14.3 7.5 2.8 7.9 0.0
0
25
50
Thailand Indonesia Vietnam
According to source of referenced information on restaurant (while staying in Japan), SNS is used commonly in all 3 countries (more than 24%).
Collecting information from review sites is popular in Thailand and Indonesia (nearly 30%). Obtaining information from relatives and acquaintances living
in Japan is the most frequent approach in Vietnam compared to other 2 countries (32.5%).
Indonesia (n=260)
Rank Referenced information
Response
rate (%)
1st
Japan National Tourism Organization
(JNTO) website
31.5
2nd Review sites 27.7
3nd Regional tourism association website 25.4
Vietnam (n=252)
Rank Referenced information
Response
rate (%)
1st Family/friends in Japan 32.5
2nd SNS 24.2
3rd Travel guidebook 23.4

22. 22
Travel guidebook corner of Kinokuniya Bookstore in Thailand
At travel guidebook corner, there are many
guidebooks introducing Hokkaido, Tohoku,
Tokyo, Chubu, Osaka, Shikoku and Kyushu,...
Photo shooting day: Aug, 2015
On the end shelf facing the aisle, guidebook
about Japan central region is displayed for PR
purpose. “Sarubobo” doll from Takayama town
of Gifu Prefecture is decorated on the front
cover page.
Besides Japan, there are guidebooks of other
countries such as Singapore, Taiwan, Laos,
Alaska, Egypt, Greece, Morocco, Hungary
disolayed for PR purpose.

23. 23
The state of visitors’ spending in Thailand, Indonesia, Vietnam

24. 24
Purchased product
Snacks
Foods and
Drinks
Alcohol &
tobacco
Cameras,
video
cameras,
watches
Jewelry,
precious
metals
Consumer
electronics
Cosmetics,
perfume
Medicine,
health goods,
toiletries
Japanese
clothing
(kimono), folk
crafts
Western
clothing, bags,
shoes
Products
relating to
Manga, anime,
character
Books,
postcards,
CDs, DVDs
Other
purchases
Thailand 58.5 61.9 21.2 36.2 40.0 29.2 60.8 28.8 37.3 43.8 24.6 15.0 0.4
Indonesia 53.5 61.9 11.2 45.8 25.4 32.3 41.9 13.1 62.3 62.3 37.3 22.3 0.4
Vietnam 54.8 4.4 15.5 48.4 21.0 44.0 60.7 56.0 37.7 59.5 31.3 29.8 0.0
0
20
40
60
Thailand Indonesia Vietnam
“Snacks" and "food & drinks“ are purchased most among visitors of all 3 countries (more than 50%).
In Indonesia, "Japanese clothing (kimono), folk crafts" is very popular (62.3%).
The purchase of "cosmetics/perfume" is 60% in Thailand and Vietnam, and approximately 60% of Indonesian and Vietnamese spend on “Western
clothing“.
Thailand (n=260)
Rank Referenced information
Response
rate (%)
1st
Food & drink
(Not including alcohol and snack food)
61.9
2nd Cosmetics, perfume 60.8
3rd Snack food 58.5
Indonesia (n=260)
Rank Referenced information
Response
rate (%)
1st Japanese clothing (kimono), folk crafts 62.3
2nd
Western clothing (not including
Kimono)
62.3
3rd Food and drink 61.9
Vietnam (n=252)
Rank Referenced information
Response
rate (%)
1st Cosmetics, perfume 60.7
2nd
Western clothing (not including
Kimono)
59.5
3rd Medicine, health goods 56.0

25. 25
Shopping place when visiting Japan
Department
stores
Consumer
electronics
stores
Fashion
boutiques
100 yen
shop
Service
areas on
expressway
s or Michi-
no-eki
(Road
Stations)
Tourist
souvenir
shops
Accommoda
tion facilities
Supermarke
ts
Convenienc
e stores
Drugstores
Discount
stores
Outlet malls
Commercial
complexes
in urban
centers
Other
shopping
centers
Railway
station
boutiques
Railway
station
boutiques
Thailand 62.3 25.8 36.9 54.2 43.1 45.4 20.0 27.7 51.5 23.8 28.8 30.8 31.5 30.8 24.2 23.5
Indonesia 37.7 22.7 19.2 36.9 47.3 48.5 19.2 29.2 28.5 5.4 41.2 27.3 52.7 26.2 16.2 26.9
Vietnam 64.3 21.4 40.1 25.4 18.3 56.7 9.9 61.9 41.3 7.9 32.9 15.1 37.3 0.0 22.6 43.7
0
20
40
60
Thailand Indonesia Vietnam
In Thailand and Vietnam, more than 60% of respondents shop at "Department stores“.
In Indonesia, the number of people who went shopping at “Commercial complexes in urban centers” is over 50%.
People who used to shop at “Tourist souvenir shops” is respectively 48.5% and 56.7% for Indonesian and Vietnamese.
Thailand (n=260)
Rank Referenced information
Response
rate (%)
1st Department stores 62.3
2nd 100 yen shops 54.2
3rd Convenience stores 51.5
Indonesia (n=260)
Rank Referenced information
Response
rate (%)
1st
Commercial complexes in urban
centers
52.7
2nd Tourist souvenir shops 48.5
3rd
Service areas on expressways or
Michi-no-eki (Road Stations)
47.3
Vietnam (n=252)
Rank Referenced information
Response
rate (%)
1st Department stores 64.3
2nd Super market 61.9
3rd Tourist souvenir shops 56.7

26. 26
Summary

27. 27
Summary & Recommendation
Country Thailand Indonesia Vietnam
Attention
1st
I was easily attracted to the destination
where shown in my favorite TV or
drama
1st
I was easily attracted to the destination
where shown in my favorite TV or
drama
1st
I am culture vulture; therefore, if there
was a place like world cultural heritage,
it would affect me to visit that
destinations easily
2nd
The destinations that was promoted via
magazines, it would affect me to visit
that destinations easily
2nd
Introduction or the presentation from
the travel TV programs make me want
to go to that destinations
2nd
The destinations that was many people
suggested, it would affect me to visit
that destinations easily
3rd
After watched, and review travel
commercial sites, it makes me want to
go to that destinations
3rd
After watched, and review travel
commercial sites, it makes me want to
go to that destinations
3rd
Introduction or the presentation from
the travel TV programs make me want
to go to that destinations
Search
1st SNS (Facebook, Twitter, etc.) 1st SNS (Facebook, Twitter, etc.) 1st SNS (Facebook, Twitter, etc.)
2nd
Japan National Tourism Organization
(JNTO) website
2nd Review sites (TripAdvisor, etc.) 2nd Family/friends in Japan
3rd Regional tourism association website 3rd Video hosting website 3rd Travel guidebook
Interests
1st Eat Japanese food 1st
Seasons (cherry blossoms, autumn
leaves, snow, etc.)
1st Eat Japanese food
2nd Nature/scenery sightseeing 2nd Nature/scenery sightseeing 2nd
Seasons (cherry blossoms, autumn
leaves, snow, etc.)
3rd Drink Japanese alcoholic beverages 3rd Eat Japanese food 3rd Take a hot spring
Destination
1st Hokkaido 1st Tokyo 1st Hokkaido
2nd Tokyo 2nd Osaka 2nd Tokyo
3rd Osaka 3rd Kyoto 3rd Osaka
1. Television has a great effect on choosing Japan as a travel destination of visitors.
2. Visitors didn't only seek for information on SNS and review sites, but also confirm such information through guidebooks, websites of tourism associations/
government.
3. In addition to eating Japanese foods, visitors also want to experience four seasons which cannot be enjoyed in Southeast Asia, as well as explore nature
and scenic spots.
4. Hokkaido and Golden Route are still well-known sites that visitors still would like to travel.

28. 28
Introducing W&S overseas survey

29. 29
Online survey
MEMBERS OF ONLINE PANEL
940,916
Thailand 203,540
Indonesia 203,540
Vietnam 426,831
Panel Services
Online Survey Services
Thailand: Some examples of WEB Quantitative Survey
1 Field survey on sanitary goods 4 Awareness survey on car
2 Awareness survey on watches 5 Competitive survey on outdoor brand
3 Field survey on smartphone brand 6
Dealer survey on industrial tapes
Vietnam: Some examples of WEB Quantitative Survey
1
Field survey on household electric products
for male
4 Field survey on alcohol
2 Field survey on beauty appliances 5
Field survey on advertisement recognition of
specific brand
3 Field survey on fitness club 6
Field survey on satisfaction of supermarket
customers
Indonesia: Some examples of WEB Quantitative Survey
1 Awareness survey on automobiles 4 Survey on car’s tyre
2 Field survey on rice farmer 5
Survey on measurement of effect of TV
commercial
3 Field survey on household electric products 6 Survey on children’s anime
As of Jun 2018

30. 30
Offline survey
Bangkok / Jakarta CLT Survey: Japanese
automobile manufacturer
【 Survey 】
In charge of data cleaning, translation, review
survey design
【 Fieldwork 】
In charge of operations (record), recruitment,
interview, incentive and seting up venue
Ho Chi Minh CLT survey: Japanese beverage
manufacturer
【 Survey 】
In charge of data cleaning, translation, review
survey design
【 Fieldwork 】
In charge of preparing test products, operations
(serving / recording), recruitment, interviewing,
incentive, setting up venue.
Ho Chi Minh City CLT survey: Hokkaido
Prefecture
【 Survey 】
In charge of creating report, summarizing,
translation, and design survey
【 Fieldwork 】
In charge of operations (record), recruitment,
interview, incentive
Survey scenery at Blok M Mall (Indonesia) Survey scenery at Aeon Mall (Tan Phu Center) Survey scenery at Hotel room meeting ( District 3)

31. 31
Contact Information
Japan - W&S Holdings JSC
Office
Address
5th floor, 2nd Gotanda Haney Building, 1-4-1 Higashi-Gotanda,
Shinagawa-ku, Tokyo, Japan
URL http://wsgroup-asia.com/
Email info@wsgroup-asia.com
Company profile Group Companies
Thailand - W&S Thailand
Office
Address
18th Floor, Two Pacific Place Building, 142 Sukhumvit Road,
Klongtoey Subdistrict, Klongtoey District, Bangkok
URL http://www.yimresearch.com
Email info@yimresearch.com
Vietnam - W&S Joint Stock Company
Office
Address
7th Floor, DC Tower Building, No. 111D, Ly Chinh Thang Street,
Ward 7, District 3, Ho Chi Minh City
URL http://www.vinaresearch.jp
Email info@vinaresearch.jp
Indonesia - PT. Nusaresearch
Office
Address
121H, Grand Slipi Tower, Jl. S. Parman Kav. 22 - 24, Slipi, Jakarta
Barat
URL http://www.nusaresearch.com
Email info@nusaresearch.com
The W&S Group is looking for partner companies that can create new value and synergistic
effects for the world. Please do not hesitate to contact us via phone or email for
consultation on collaboration.

32. 32
Quotation & Reprinting
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According to the survey results carried out by W&S Holdings
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