University of Queensland TOUR2001 Assignment

彩
IRODORI
Tomoko Matsuto
43777822
Lecturer: Dr. Pierre Benckendorff
Tutor: Ms. Lavender Shu
TOUR2001
Tourist and Visitor Behavior
29th
October 2015

Tomoko Matsuto, 43777822
TOUR2001: Tourist and Visitor Behavior【彩 IRODORI】
1
2
3
4
4
5
5
5
5
5
6
7
8
8
8
8
9
9
9
9
10
10
10
10
Table of Contents
Page
1. Introduction ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・
2. Market segments ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・
2.1 Two market segments
2.2 Market segment 1
3. Motivation ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・
4. Positioning and image ・・・・・・・・・・・・・・・・・・・・・・・・・・・・
4.1 Perception
4.2 Image
4.3 Positioning
4.4 Branding
4.5 Decision making and choice
5. Experience design and satisfaction ・・・・・・・・・・・・・・・・・・・・・・・
5.1 Experience economy
5.1.1 Entertainment
5.1.2 Education
5.1.3 Escape
5.1.4 Aesthetics
5.2 Satisfaction
6. Layout and orientation ・・・・・・・・・・・・・・・・・・・・・・・・・・・・
6.1 Servicescapes
6.1.1 Ambient factors

10
11
12
12
14
14
15
15
20
21
21
21
21
22
23
6.1.2 Layout
6.1.3 Orientation
6.2 Visitor management
7. Conclusion ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・
8. Appendices ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・
Appendix 1: Visitor map
Appendix 2: Front view
Appendix 3: Food menu
Appendix 4: Culture introduction
Appendix 5: Buffet tables’ design examples
Appendix 6: Table at eating space
Appendix 7: Garden
Appendix 8: Decorations for toilet
Appendix 9: Question sheet
9. Reference list ・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・・

1
1. Introduction
Japanese food has been widely valued around the world since 20 years ago (Cwiertka, 2006). Actually,
a recent statistics shows the number of Japanese restaurants in the U.S. has doubled in the last ten years
(Tashiro, 2007). Also, the popularity of Japanese culture has globally increased during the past two
decades (Otmazgin, 2014). This is represented by an article which says a Japanese culture event in Paris
named Japan Expo has gradually increased in popularity since 1990s, and reached 210 thousand of
visitors in 2012 (Asahi, 2012). The report proposes a Japanese buffet restaurant providing customers
with Japanese local food and Japanese culture. The name of the facility is【彩 IRODORI】which means
‘variety’, because the restaurant offers, not only some particular Japanese food, such as udon, which
have already been famous as Japanese food around the world, but also much more various Japanese
local food, such as meat and potato stew, which have not been globally popular yet. In the restaurant,
buffet tables are placed followed by a shape of Japanese map involving 47 prefectures which serve one
or two locally noted food, such as tempra in Tokyo. Moreover, these buffet tables are designed by
Japanese cultures coming from eight regions which represent two cultures’ pictures, such as kimono in
Ishikawa. The Japanese buffet restaurant is categorized into a themed restaurant, because this facility
provides customers with novelty through serving ethnic food (Negra, 2002), and exotic culture (Molz,
2003). This is also indicated by Wood and Munoz (2007) who claim that ethnically themed restaurant
enables customers to obtain meaningful foreign cuisine and entertainment experience interacting with
foreign cultures. Therefore, the concept of this themed restaurant is various Japanese local food from
each prefecture and Japanese cultures from each region. The location of the facility is Brisbane because
of the following three statistical reasons. Firstly, Australia has the third largest number of Japanese
migrants in the world after the U.S. and China (The Foreign Ministry, 2011). Next, Queensland has the
most number of Japanese migrants as 32% among all states in Australia (Elenn, 2012). Finally, Brisbane
has an international society named Australia Japan Society Queensland which enables the Australian
people to learn about Japanese culture and language (Australia Japan Society Queensland Inc, 2015). In
addition, the facility can be novel in Brisbane because Brisbane does not have any Japanese buffet

2
restaurants offering various Japanese local food, such as bracken starch dumpling, even though some
Japanese restaurants serving only particular Japanese food, such as sushi and ramen, are seen (Sushi
Train, 2011; Hamakaya Ramen, 2015). Consequently, the facility is located in Brisbane because these
statistical facts allow this restaurant in Brisbane to invite many people who demand Japanese local food
and Japanese culture, such as Japanese migrants to Brisbane and other nationalities who are interested
in Japan. The report is constituted by the following five sections explained through theories and models.
The first section suggests two market segments, including Japanese migrants to Brisbane and other
nationalities who are interested in Japan, analyzed through demographic, geographic, behavioral, and
psychographic segmentations. The second section shows motivation for each market segment indicated
by Crompton’s theory. The third section represents customers’ perception and desired image shown by
model of destination image, which can be proved by the facility’s marketing and promotional efforts.
Also, this section describes positioning analyzed by the 5Ds positioning, which leads branding
differentiated from competitors. The fourth section shows experience design constructed by experience
realms involving education, escape, aesthetic, and entertainment. Also, this section indicates satisfaction
measured by question sheet analyzed by importance-performance matrix. The fifth section describes
layout and orientation coming from servicescapes explained by an integrative framework. Also, this
section suggests visitor management on crowding and queues as well as cross-cultural interactions.
2. Market segments
Market segmentation is, according to Weaver and Lawton (2010, pp. 176), “the division of the tourist
market into more or less homogenous subgroups, or tourist market segments, based on certain common
characteristics and/or behavioral patterns”. Four principles of approaches to market segmentation are
suggested. The first approach is demographic segmentation based on population statistics, such as age,
gender, ethnicity, family lifecycle, occupation, and income (Weaver & Lawton, 2010). The second
approach is geographic segmentation analyzed by region and nationality of origin (Weaver & Lawton,
2010). The third approach is behavioral segmentation focused on actions during tourism experiences,
such as trip purpose, product use, information sources, travel party composition, and loyalty (Weaver &

3
Lawton, 2010). The fourth approach is psychographic segmentation indicated by psychological and
motivational characteristics, such as personality, value, and lifestyle (Weaver & Lawton, 2010), which
are analyzed by personality preference based on Myers-Briggs Type Indicator (Lloyd, 2012), list of
values (Hoyer & MacInnis, 2007), and VALS system (Solomon, Russell-Bennett, & Previte, 2010),
respectively.
2.2 Two market segments
Two market segments, including Japanese migrants to Brisbane and other nationalities who are
interested in Japan, are identified as the most appropriate for the facility. This is because, initially,
Queensland has many number of Japanese migrants (Elenn, 2012), who miss Japanese local food which
have not become popular yet in Brisbane (Plaza, 2014). Next reason is Brisbane has Australia Japan
society which leads other nationalities in Brisbane to become interested in Japanese culture (Australia
Japan Society Queensland Inc, 2015). As shown in Table 1, each market segment has different
characterizes.
Table 1: Market segmentation
Market segment 1:
Japanese migrants to Brisbane
Market segment 2:
Other nationalities interested in Japan
(1) Demographic
Ethnicity Japanese migrants Australians or other nationalities
Family lifecycle Young singles, Young couples Young singles
Age 18-30 18-25
Occupation Workers abroad Japanese culture learners
Income Middle to low
Gender Both
(2) Geographic Brisbane
(3) Behavioral
Purpose and
product use
Various Japanese local food Japanese culture including food
Information
sources
Facebook (Consulate-General of
Japan, Brisbane, 2015)
Facebook (Australia Japan Society Qld
Inc, 2015)
Party composition Friends among Japanese migrants Friends among Australia Japan society
Loyalty High

4
(4) Psychographic
Personality Introversion
Sensing
Feeling
Perceiving
Extroversion
Sensing
Feeling
Perceiving
Value Sense of belonging Excitement
Lifestyle Thinkers Experiencers
On demographic segmentation, Japanese migrants to Brisbane are young singles or young couples aged
from 18 to 30 years old, because most of Japanese migrants are young who try to work in foreign
countries (Ogata, 2010). Income is middle or low because these youngsters are not rich (Maslen, 2013).
On psychographic segmentation, initially, their personality preferences constituted by four factors are
introversion, sensing, feeling, and perceiving (Lloyd, 2012). Firstly, they are introversion because they
generate energy from their inner image of their homelands (Hendrickson, 2011). Secondly, they are
sensing because they learn the international society through practical experiences in Brisbane (Jackson,
2008). Thirdly, they are feeling because youngsters make decisions based on their values rather than
logical thinking (Cijfer, 1966). Fourthly, they are perceiving because they are flexible to live in foreign
situations (Wilson, 2008). Next, their value is sense of belonging (Hoyer & Maclnnis, 2007), because
they miss Japanese local food, which means their hometowns is highly remembered in terms of
belonging (Hendrickson, 2011). Finally, their lifestyle is thinkers (Solomon et al., 2010), because they
feel comfort in Japanese local food (Plaza, 2014).
On demographic segmentation, other nationalities who are interested in Japan are young singles aged
from 18 to 25 years old, because most of people interested in Japan are young, which is seen from
Japanese culture learners in Australia Japan society (Australia Japan Society Qld Inc, 2015). Income is
middle or low because these youngsters are not rich (Maslen, 2013). On psychographic segmentation,
initially, their personality preferences constituted by four factors are extroversion, sensing, feeling, and
perceiving (Lloyd, 2012). Firstly, they are extroversion because they obtain energy from outer

5
experiences of foreign cultures (Holliday, 2013). Secondly, they are sensing because they learn about
Japan by actual experiences of Japanese culture (Australia Japan Society Queensland Inc, 2015). Thirdly,
they are feeling because youngsters make decisions based on their values rather than logical thinking
(Cijfer, 1966). Fourthly, they are perceiving because they enjoy Japanese culture for their interests
flexibly (Rinke, 2013). Next, their value is excitement (Hoyer & Maclnnis, 2007), because they are
excited in learning foreign cultures (Holliday, 2013). Finally, their lifestyle is experiencers (Solomon et
al., 2010), because they try to learn new cultures (Hendrickson, 2011).
3. Motivation
Tourist motivation is shown by Crompton (1979) who suggests a motivation theory constructed by two
components including socio-psychological motives and cultural benefits, which paly roles of push
factors and pull factors, respectively. Each market segment is motivated by different reasons.
Japanese migrants to Brisbane is motived by escape as push factor because they want to escape from
lives in foreign situations and feel in their dear hometowns by experiences in this facility (Hendrickson,
2011). Furthermore, they are motivated by novelty as pull factor because they can eat variety of Japanese
local food, such as meat and potato stew, which have not been popular in Brisbane yet (Hakataya, 2015).
Other nationalities who are interested in Japan are motivated by relaxation as push factor because they
can feel relaxing by pursuing activates of their favorite Japanese culture (Holliday, 2013). Moreover,
they are motivated by education as pull factor because some scholar prove that students can effectively
acquire second language by interacting with its culture (Sharifian & Palmer, 2007).
4. Positioning and image
4.1 Perception
Perception is exposed, payed attention, and influenced by the following three factors which shape gestalt,
then eventually make interpretation, which is described by gestalt theory of perception (Sharma, n.d.).
Firstly, on individual factor, the first segment have personal experiences on Japanese local food in each

6
Psychological
-Good service
-Accessibility
hometown (Hendrickson, 2011), but Japanese migrants may already forget taste of food (Buchanan,
2012). Also, the second segment are interested in Japanese culture, but they may tend to focus on their
own favorite areas of Japanese culture (Velgus, 2012). Secondly, on stimulus factor, both segments are
believed to keep attention comprehensively because they are youngsters who access various mediums
of information (Villapaz, 2014), but still they possibly miss few information (Pearce, 2005). Thirdly,
situational factor, the first segment is in a community among Japanese migrants to Brisbane (Consulate-
General of Japan, Brisbane, 2015), and the second segment is in a society among friends interested in
Japan (Australia Japan Society Qld Inc, 2015). Holding attention to only particular communities for
each segment may lead them to miss variety of information in different societies (Roberts, 2013).
4.2 Image
Image desired by each market segment differently based on their perception is indicated by model of
destination image (Echtner & Ritchie, 1991). The first segment demand ‘Japanese local food’ and
‘Japanese atmosphere’, as shown in Figure 2, because Japanese migrants miss their hometowns
(Hendrickson, 2011). The second segment want to see ‘Japanese culture’ as ‘new experience’, as shown
in Figure 3, because they enjoy learning new culture (Falk, Ballantyne, Packer, & Benckendorff, 2012).
Figure 2: Image held by market segment 1 Figure 3: Image held by market segment 2
These image desired by both market segments, as shown in Figure 2 and Figure 3, require the facility
to communicate by marketing and promotional efforts creating image which the facility wish to attract
customers. Initially, the facility provides various menu of Japanese local food (Appendix 3), which
Functional
Psychological
Attributes HolisticHolistic
Functional
Attributes
Japanese migrants to Brisbane Other nationality interested in Japan
-Japanese local food
-Low price -All we can eat
-Japanese atmosphere -Japanese hospitality -New experience
-Japanese culture
-Low price -All we can eat

7
meets the first segment’s demand of ‘Japanese local food’ and ‘accessibility’. This ‘accessibility’ is
allowed by providing food in the restaurant because Japanese migrants to Brisbane, who usually cannot
go back to their hometowns only for eating Japanese food, can easily access to this restaurant in Brisbane
in order to only eat Japanese local food. Next, buffet tables’ designs of Japanese cultures (Appendix 5)
and culture introduction (appendix 4) enable the second segments to know Japanese cultures from each
region, which becomes ‘new experience’ through learning ‘Japanese culture’. Moreover, Japanese staff
offer ‘good service’ to the first segment and ‘Japanese hospitality’ to the second segment, respectively,
which can be actually seen by detail and polite attitude of a woman staff who bows in front of the
restaurant (Appendix 2). Finally, all of these efforts, such as Japanese food, culture, and staff’s service,
make ‘Japanese atmosphere’ which is required by the first segment. Also, the buffet system supported
by a price and time management can make both segments’ demand of ‘all we can eat’ and ‘low price’.
This is because the fees for this restaurant is $40 for 120 minutes, which is decided by an example of
the most popular buffet restaurants in Brisbane named Thyme2 because this restaurant has similar
quality and quantity of menu (Thyme2 Brisbane restaurant, 2015).
4.3 Positioning
Positioning is shown by the 5Ds of positioning involving documenting, deciding, differentiating,
designing, and delivering (Morrison, 2010), which communicates differently to each market segment.
For the first segment, Japanese local food is the most important benefit on documenting, so the facility
want them to have image of all Japanese local food they can eat on deciding, which can be communicated
through providing various Japanese local food in buffet style on designing. Also, on delivering,
evaluation from Japanese migrants to Brisbane through Facebook (Consulate-General of Japan,
Brisbane, 2015) and answers of question sheet (Appendix 9) can make sure they are delivered. For the
second segment, Japanese culture is the most important benefit on documenting, so the facility want
them to have image of new experience through Japanese culture on deciding, which can be
communicated through tables’ decorations of Japanese culture on designing. Also, on delivering,
evaluation from other nationalities interested in Japan through Facebook (Australia Japan Society Qld

8
Inc, 2015) and answers of question sheet (Appendix 9) can make sure they are delivered. In addition, on
differentiating, a point providing visitors with various Japanese local food and experiences of Japanese
culture through food tourism is different from competitors, such as Sushi Train and Hakataya Ramen
(Sushi Train, 2011; Hamakaya Ramen, 2015).
4.4 Branding
Brand is created by positioning to differentiate from competitors, such as Sushi Train and Hakataya
Ramen (Sushi Train, 2011; Hamakaya Ramen, 2015), in order to satisfy needs of market segments
(Morgan, Pritchard, & Pride, 2002). The first different point from competitors is the restaurant offers
variety of Japanese local food, such as konnyaku, which satisfies the first segment’s needs, in contrast,
competitors serve only some particular Japanese food, such as ramen, which have already been famous
(Hakataya Ramen, 2015). The second different point is the facility provides experiences of Japanese
culture through food tourism, which satisfies the second segment’s needs, in contrast, competitors, such
as Sushi Train, focus on only serving food regardless of Japanese culture (Sushi Train, 2011).
4.5 Decision making and choice
Decision making and choice of the facility is guided by heuristics which explain visitors’ choice based
on mental shortcuts and simplifications (Pearce, 2005). Customers choose this restaurant simply because
Brisbane does not have any other Japanese buffet style restaurants which offer variety of Japanese local
food and Japanese culture. Also, convenient location to visit for day trip is one of the biggest reasons.
5. Experience design and satisfaction
5.1 Experience economy
Figure 4: Experience realmsExperience economy concepts are shown by the experience realms
constituted by four elements including education, escape, aesthetic,
and entertainment (Pine II & Gilmore, 1998), as shown in Figure 4.
Entertainment and education have the largest proportion because the
concept of the facility is Japanese local food providing entertainment
and Japanese culture offering education.

9
5.1.1 Entertainment
Entertainment is experienced by Japanese atmosphere made by all theming elements, including food,
culture, and staff’s service, which lead memorable experiences (Pine II & Gilmore, 1998). For instance,
all menu is Japanese local food (Appendix 3), and buffet tables are decorated by pictures of Japanese
culture (Appendix 5). Also, staff offer Japanese hospitality which is more polite and detail. Moreover,
toilet seen as a negative cue is eliminated by decoration of cherry blossoms (Pine II & Gilmore, 1998),
which are the facility’s icon and known as Japanese national flower (Appendix 8). Furthermore, in order
to recall customers’ positive memories in the restaurant, dessert menu, such as sweet jellied adzuki bean
paste, and matcha green tea cake, are sold as souvenirs (Appendix 3).
5.1.2 Education
Education is learned through interpretive techniques provided by effective communication factors which
lead mindfulness involving learning and memorable experiences (Moscardo, 1996). For instance, buffet
tables are placed followed by a shape of Japanese map involving 47 prefectures which serve one or two
local food (Appendix 1), which allows the second segment to learn each prefecture in Japan has specific
local food (Appendix 3). Furthermore, buffet tables decorated by pictures of Japanese culture and culture
introduction prepared on tables at eating space (Appendix 4) enable the second segment to learn about
Japanese culture. In addition, all staff can answer questions about Japanese local food and Japanese
culture, and in particular, a staff positioned at checkout counter provides explanation of way to utilize
the facility to both market segments after they enter immediately, which effectively offers higher quality
of experiences in the restaurant.
5.1.3 Escape
Escape is indicated by Japanese customers who want to escape from lives in foreign situations and feel
in their dear hometowns through this facility (Hendrickson, 2011).
5.1.4 Aesthetics
Aesthetics is presented by Japanese hospitality provided by staff’s service, which develop relationship
between customers and staff. Also, Japanese style garden located at the end of eating space can distinct

10
from outside, which preserves Japanese atmosphere creating positive memories (Appendix 7).
5.2 Satisfaction
Satisfaction is managed through question sheet (Appendix 9), which is analyzed by importance-
performance matrix in order to monitor which products or service attributes should be improved, which
is measured by two scales including attribute’s importance and its performance (Constantin, 2014). The
question sheet ask customers about Japanese local food, design of Japanese culture, and staff’s service
and hospitality in the restaurant on scales of importance and performance (Appendix 9). Also, their
nationality is asked because the facility can know how two market segments seek importantly for each
attribute, and how they were satisfied with its attribute (Appendix 9). In addition, this question sheet is
prepared at the checkout counter before exit, and advertised on Facebook which enables the facility to
effectively collect answers from both segments (Consulate-General of Japan, Brisbane, 2015; Australia
Japan Society Qld Inc, 2015).
6. Layout and orientation
6.1 Servicescapes
Servicescapes are constituted by three elements, including ambient conditions, spatial layout and
functionality, and signs, symbols, and artefacts, which are described by environmental dimensions in an
integrative framework (Bitner, 1992). These environmental factors make sense of experiences in the
restaurant (Bitner, 1992).
6.1.1 Ambient factors
Ambient conditions elicit customers’ desired behavioral responses (Bitner, 1992). For example,
traditional Japanese music in fast tempo is listened in the whole restaurant, which leads not only
Japanese atmosphere but also pulsing customers through the facility (Milliman, 1982). Moreover, scent
of dashi, a Japanese traditional seasoning, is smelled because the Japanese strongly remind Japan from
scent of dashi which addicts people (Osawa, 2012).
6.1.2 Layout
Spatial layout and functionality are convenient for guests as well as staff (Bitner, 1992), as shown in

11
visitor map (Appendix 1). For instance, initially, customers take new plates and return their used plates
by themselves, which allows staff to conveniently collect and wash these used plates because the place
giving back used plates is located next of kitchen (Birchfield, 2008). Next, checkout counter is placed
in front of entrance because customers can be navigated by a cashier after they enter immediately, which
effectively offers visitors’ flows and movement. Moreover, eating space is located on the middle of
buffet tables, which enables customers to cross easily from eating space to buffet tables (Gao, 2012).
Finally, buffet tables are placed followed by a shape of Japanese map which is re-drawn in order for
guests to easily take food, as shown in Figure 5. In addition, the scale of the facility is 200 meters×300
meters because target number of customers to accommodate is 100 guests. This scale plan is decided by
a apace and sizing guideline which recommends one square meters of eating space with a table and a
seat for one customer should be prepared in the restaurant (Katsigris & Thomas, 2009). Thereby, this
guideline indicates 100 square meters are required to hold 100 guests, which implies the whole restaurant
becomes approximately 200 meters×300 meters.
Figure 5: Re-drawn Japanese map
6.1.3 Orientation
Signs, symbols, and artifacts can lead orientation which assists visitors to find their way (Moscardo,
1999). Landmarks are put on visitor map, as shown in Table 6. Visitor map is districted by eight colors
for each region (Appendix 1), and this color districts are also utilized for food menu (Appendix 3) and
culture explanation (Appendix 4). These information, such as visitor map (Appendix 1), food menu
(Appendix 3), and culture explanation (Appendix 4), are provided on each table at eating space in order
for guests to easily understand all information in the restaurant. Additionally, visitor map is placed
outside because customers can see it before entering, and light can show better even after outside
becomes darker (Appendix 2).

12
Table 6: Landmarks on visitor map
Land-
marks
Meaning Cashier Waiting
space
Eating
space
New
plates
Plates
back
Entran
ce
Toilet Kitchen Garden
6.2 Visitor management
Visitor management is described by social interactions including crowding and queues as well as cross-
cultural interactions (Pearce, 2005). Firstly, crowding can be solved by time management as 120 minutes
limitation for eating time per a group of customers in buffet system. This is because the restaurant can
welcome new customers every two hours. Secondly, queues is lined in waiting space which offers
Japanese movie keeping guests amused, and seats looking after their physical needs (Pearce, 1989).
Also, waiting time can be informed exactly because time limit of 120 minutes enables staff to tell
customers how long it takes to wait (Pearce, 1989). Finally, cross-cultural interactions are described by
Coordinated Management of Meaning theory which has six layered approach (Reisinger & Turner,
2003). For instance, on third level of episodes of arrangements for eating, a Japanese modern style of
low table over a hole in the floor is used, which offers comfort to not only the Japanese guests but also
other nationalities who do not get used to sitting straight in Japanese traditional style (Appendix 6)
(Reisinger & Turner, 2003). Also, on the most complex level of cultural pattern, other nationalities who
have different cultures may get culture shock when the facility provides unaccustomed Japanese
attributes, such as Japanese local food (Reisinger & Turner, 2003). This is because the second segment
cannot eat particular food, such as beef, because of their religions, or they may have vegetarian custom,
which can be solved by detail explanations of ingredients (Appendix 3) and icons of specific ingredients,
as shown in Table 7.
Table 7: Icons of ingredients
Icons
Meaning Drink Dessert Vegetarian Beef Pork Chicken Fish
7. Conclusion

13
This report has been proposed the Japanese buffet restaurant offering guests Japanese local food and
Japanese culture. Two market segments, including Japanese migrants to Brisbane and other nationalities
who are interested in Japan, who have different features on market segmentations, motivation, and
desired image, have been suggested. Also, it has shown the facility’s positioning among competitors,
experience involving education, escape, aesthetics, and entertainment, and satisfaction through question
sheet. Finally, layout and orientation described through appendices have been presented. I believe that
the proposed facility would be a success because customer loyalty is highly expected. This is because
the statistics show that many number of people who demand Japanese local food and Japanese culture,
such as Japanese migrants and other nationalities interested in Japan who are identified as two market
segments in the report, live in Brisbane. Then, Brisbane does not have any Japanese buffet restaurants
providing various Japanese food and Japanese culture yet, which absolutely leads these two market
segments to try to visit this facility because of novelty for first time. This initial opportunity for the
facility definitely can lead these customers to repeat visiting. This is because the facility is created
particularly for these two market segments by focusing on their motivation, image, experience, and
orientation, appropriately. I hope that this facility can be a starting point offering a positive identity of
Japanese food and Japanese culture in Brisbane, in Australia, and around the world in the future.

14
8. Appendices Appendix 1: Visitor map

15
Appendix 2: Front view
Appendix 3: Food menu
Prefecture Name Picture Ingredients
Hokkaido Salmon roe
いくら寿司
Salmon roe, Rice, Seaweed
Hokkaido Pumpkin
かぼちゃの煮つけ
Pumpkin
Hokkaido Meat and potato stew
肉じゃが
Potato, Beef, Beans,
Carrot, Onion
Aomori Tuna sushi
まぐろ寿司
Rice, Tuna
Iwate Wanko soba
わんこ蕎麦
Soba
Miyagi Boiled fish paste
笹かまぼこ
White fish
彩
IRODORI

16
Akita Inaniwa udon
稲庭うどん
Flour
Yamagata Konnyaku
こんにゃく
Konnyaku
Fukushima Kitakata ramen
喜多方ラーメン
Ramen, Pork, Green onion
Gunma Rice cracker
せんべい
Rice, Soy sauce
Tochigi Yaki soba
焼きそば
Ramen, Pork, Seaweed,
Onion, Carrot
Ibaragi Fermented soybeans
納豆
Soybeans
Chiba Japanese white radish oden 大
根おでん
Japanese white radish
Saitama Pork cutlet
豚カツ
Pork, Egg, Flour
Tokyo Tempra
天ぷら
Prawn, Sweet potato,
Onion, Flour
Tokyo Bowl of rice with chicken and
egg
親子丼
Chicken, Egg, Rice
Kanagawa Curry
カレー
Pork, Carrot, Potato,
Onion, Rice
Nigata Rice
白ごはん
Rice

17
Nigata Rice seasoned and cooked with
various ingredients
炊き込みご飯
Rice, Carrot, Mushroom,
Bamboo shoot
Toyama Croquette
コロッケ
Beef, Potato, Onion, Flour,
Egg
Nagano Salmon sushi
サーモン寿司
Salmon, Rice
Yamanashi Abalone sushi
アワビ寿司
Abalone, Rice
Shizuoka Green tea
緑茶
Green tea
Ishikawa Melon bread
メロンパン
Flour, Egg, Milk, Butter
Fukui Mackerel sushi
サバ寿司
Mackerel, Rice
Gifu Grilled sweet fish
鮎焼き
Sweet fish
Aichi Chopped kabayaki eel on rice
ひつまぶし
Ell, Rice
Kyoto Matcha green tea cake
宇治抹茶ケーキ
Green tea, Flour, Egg,
Milk, Butter
Shiga Sweet jellied adzuki bean paste
羊羹
Adzuki beans, Sugar
Mie Thin slices of beef in table top
cast iron pan
すき焼き
Beef, Tofu, Green Onion,
Mushroom

18
Nara Bracken starch dumpling
わらびもち
Bracken, Soybeans
Hyogo Black beans
黒豆
Black beans
Osaka Savory pancake containing pork
お好み焼き
Pork, Flour, Seaweed,
Cabbage
Osaka Omelet rice
オムライス
Egg, Rice, Onion, Chicken,
Tomato
Osaka Octopus dumpling
たこやき
Flower, Egg, Seaweed,
Octopus
Wakayama Pickled plum
梅干し
Plum
Tottori Tube shaped fish paste cake
oden
竹輪おでん
White fish
Okayama Sushi rice in box
ちらし寿司
Tuna, Salmon, Squid, Rice
Hiroshima Cold noodles accompanied by
soup for dumpling
つけ麺
Hiroshima Steamed bread
饅頭
Sweet beans, Flour
Shimane Miso soup
味噌汁
Soybeans, Seaweed, Tofu,
Green onion
Yamaguchi Globefish
ふぐ
Globefish

19
Kagawa Sanuki udon
讃岐うどん
Flour, Egg
Tokushima Fine noodle
そうめん
Flour
Ehime Fried chicken
から揚げ
Chicken, Flour, Egg
Kochi Sweetened sweet potato fries
芋けんぴ
Sweet potato, Sesame,
Sugar
Fukuoka Cod roe
明太子
Cod roe
Oita Prawn sushi
海老寿司
Prawn, Rice
Kumamoto Kumamoto ramen
熊本ラーメン
Miyazaki Grilled chicken
焼き鳥
Chicken, Green onion
Saga Squid sushi
イカ寿司
Squid, Rice
Nagasaki Savory steamed egg custard
茶碗蒸し
Egg, Mushroom, Beans
Kagoshima Slices of beef parboiled in hot
soup
しゃぶしゃぶ
Pork, Chinese cabbage,
Green onion
Okinawa Serta anne dagi
サータアンダギー
Flour, Egg

20
Appendix 4: Culture introduction
Region Design 1 Explanation Design 2 Explanation
Hokkaido
Soranbushi
Traditional dance
describing fisher men
From Hokkaido Kite
Children’s toy for New
Years’ day designed
Japanese style
From Hokkaido
Tohoku
Namahage
Traditional ogre mask
motivating people in New
Year’s day
From Akita Akabeko
Traditional cow doll
shaking neck
From Fukushima
Kanto
Tumbling
doll
Traditional doll which
people’s dream come true
Eyes are written after the
dream comes true
From Gunma
Lantern
Decoration for night
festival
From Tokyo
Chubu
Kimono
Traditional cloth
From Ishikawa Mount Fuji
The most famous and the
highest mountain in Japan
registered in World
heritage
In Shizuoka
Kinki
Ninja
Traditional Japanese spy
who use magic
From Mie
h
Fan
Traditional fan used by
Maiko
From Kyoto
Chugoku
Momotaro
Traditional story about a
boy who is born from a
peach and fight ogre
From Okayama Shrine
Holy accommodation for
Japanese God
In Hiroshima
Shikoku
Umbrella
Traditional umbrella used
by Maiko
From Kochi Hina doll
Traditional dolls for
cerebration a girl’s happy
day in March
From Ehime

21
Kyushu
Top
Children’s toy for New
Year’s day
From Fukuoka Schiesser
Traditional doll which
makes people happy
From Okinawa
Appendix 5: Buffet tables’ design examples
Ex) Kinki Ex) Shikoku
Appendix 6: Table at eating space Appendix 7: Garden
Appendix 8: Decorations for toilet

22
① Japanese local food
(1) How important is Japanese local food to you?
1 2 3 4 5
Very Neutral Very
Unimportant Important
(2) How were you satisfied with Japanese local food?
1 2 3 4 5
Very Neutral Very
Dissatisfied Satisfied
② Design of Japanese culture
(1) How important is design of Japanese culture to you?
1 2 3 4 5
Very Neutral Very
(2) How were you satisfied with design of Japanese culture?
1 2 3 4 5
Very Neutral Very
③ Staff’s service and hospitality
(1) How important is staff’s service and hospitality to you?
1 2 3 4 5
Very Neutral Very
(2) How were you satisfied with staff’s service and hospitality?
1 2 3 4 5
Very Neutral Very
Thank you for
your corporation.
Appendix 9: Question sheet
Nationality
□ Japan
□ Australia
□ Other
( )
(( (
)/
(
Date
/ /
Time
:
彩
IRODORI

23
9. Reference list
Asahi, S. (2012) Japan Expo attracted 210,000 visitors in 2012, breaking record. Retrieved from
http://ajw.asahi.com/article/cool_japan/anime_news/AJ201210030037
Australia Japan Society Queensland Inc. (2015). Retrieved from https://www.facebook.com/AJSQld
Birchfield, J. C. (2008). Design and layout of foodservice facilities (3rd ed.). Hoboken, N.J: J. Wiley.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and
employees. Journal of Marketing, 56(2), 57-71.
Buchanan, D. (2012). Taste, memory forgotten foods, lost flavors, and why they matter. White River
Junction, Vermont: Chelsea Green Publishing.
Cijfer, E. (1966). An experiment on some differences in logical thinking between Dutch medical
people, under and over the age of 35 a replication experiment. Acta Psychologica, 25(1), 159-
171. doi:10.1016/0001-6918(66)90009-6
Constantin, C. (2014). Using the importance - satisfaction matrix in designing relationship
marketing strategies. Bulletin of the Transilvania University of Brasov. Economic
Sciences. Series V, 7(1), 31-36.
Consulate-General of Japan, Brisbane. (2015). Retrieved from
https://www.facebook.com/JapanCons.Brisbane?fref=ts
Crompton, J. L. (1979). Motivations for pleasure vacation. Annals of Tourism Research, 6(4), 408-424.
doi:10.1016/0160-7383(79)90004-5
Cwiertka, K. J. (2006). Modern Japanese cuisine: Food, power and national identity. London:
Reaktion.
Echtner, C. M., & Ritchie, J. B. (1991). The meaning and measurement of destination image.
Journal of tourism studies, 2(2), 2-12.
Elenn. (2012). Immigration in the last 5 years: focus on Queensland. Retrieved from
http://blog.id.com.au/2012/population/australian-demographic-trends/immigration-in-
queensland/

24
Falk, J. H., Ballantyne, R., Packer, J., & Benckendorff, P. (2012). Travel and learning: A
neglected tourism research area. Annals of Tourism Research, 39(2), 908-927.
doi:10.1016/j.annals.2011.11.016
Gao, A. (2012). 100 restaurant design principles. Shenyang, Liaoning, China: Liaoning
Science & Technology Pub. House.
Hakataya ramen. (2015). Retrieved from http://hakatayaramen.com/index.html
Hendrickson, B., Rosen, D., & Aune, R. K. (2011). An analysis of friendship networks, social
connectedness, homesickness, and satisfaction levels of international students.
International Journal of Intercultural Relations, 35(3), 281-295.
doi:10.1016/j.ijintrel.2010.08.001
Holliday, A., & Ebooks Corporation. (2013). Understanding intercultural communication:
Negotiating a grammar of culture. Milton Park, Abingdon, Oxon: Routledge.
Hoyer, W. D., & MacInnis, D. J. (2007). Consumer behavior (4th ed.). Boston: Houghton Mifflin Co.
Jackson, J. (2008). Language, identity, and study abroad: Sociocultural perspectives.
London: Equinox Pub.
Katsigris, C., Thomas, C., & Ebooks Corporation. (2009). Design and equipment for restaurants and
foodservice: A management view (3rd ed.). Hoboken, N.J: Wiley.
Lloyd, J. (2012). The Myers-Briggs Type Indicator. Journal of Beliefs & Values, 33(1), 23.
doi:10.1080/13617672.2012.650028
Maslen, G. (2013). Student poverty increasing by degrees. Retrieved from
http://www.smh.com.au/national/education/student-poverty-increasing-by-degrees-
20130721-2qcom.html
Milliman, R. E. (1982). Using background music to affect the behavior of supermarket shoppers.
Journal of Marketing, 46(3), 86-91.
Molz, J. G. (2003). Tasting an imagined Thailand: Authenticity and culinary tourism in Thai
restaurants. In L. Long (Ed.), Culinary Tourism (pp. 53-75). Lexington: University of

25
Kentucky.
Morgan, N., Pritchard, A., & Pride, R. (2002). Destination branding: Creating the unique
destination proposition. Oxford, U.K: Butterworth-Heinemann.
Morrison, A. M. (2010). Hospitality and travel marketing. Clifton Park, NY: Delmar Cengage
Learning.
Moscardo, G. (1996). Mindful visitors: Heritage and tourism. Annals of tourism research, 23(2),
376-397.
Moscardo, G. (1999). Making visitors mindful: Principles for creating quality sustainable visitor
experiences through effective communication. Champaign, Ill: Sagamore.
Negra, D. (2002). Ethnic food fetishism, whiteness, and nostalgia in recent film and television.
The Velvet Light Trap - A Critical Journal of Film and Television, (50), 62-76.
Ogata, K. (2010). Youngster population in Japan and in the world. Tokyo, Japan: Statistics Japan.
Osawa, Y. (2012). Glutamate perception, soup stock, and the concept of umami: The ethnography,
food ecology, and history of dashi in japan. Ecology of Food and Nutrition, 51(4), 329-345.
doi:10.1080/03670244.2012.691389
Otmazgin, N. (2014). Regionalizing culture: The political economy of Japanese popular culture in Asia.
Honolulu: University of Hawaii Press.
Pearce, P. L. (1989). Towards the better management of tourist queues. Tourism management, 10(4),
279-284.
Pearce, P. L. (2005). Tourist behavior: Themes and conceptual schemes. Clevedon; Buffalo:
Channel View Publications.
Plaza, D. (2014). Roti and doubles as comfort foods for the Trinidadian diaspora in Canada, the
United States, and Britain. Social Research, 81(2), 463-488.
Pine II, B.J. & Gilmore, J. H. (1998). Welcome to the experience economy. Harvard Business Review.
Reisinger, Y., & Turner, L. W. (2003). Cross-cultural behavior in tourism: Concepts and
analysis. Elsevier.

26
Rinke, C. R., Gimbel, S. J., & Haskell, S. (2013). Opportunities for inquiry science in
Montessori classrooms: Learning from a culture of interest, communication, and
explanation. Research in Science Education, 43(4), 1517-1533. doi:10.1007/s11165-012-
9319-9
Roberts, L. W. (2013). Community-based participatory research for improved mental
healthcare: A manual for clinicians and researchers (1st ed.). New York, NY: Springer.
Sharifian, F., & Palmer, G. B. (2007). Applied cultural linguistics: Implications for second
language learning and intercultural communication. Amsterdam: John Benjamins.
Sharma, A. (n.d.). Perception: meaning, definition, principles and factors affecting in
perception. Retrieved from http://www.psychologydiscussion.net/perception/perception-
meaning-definition-principles-and-factors-affecting-in-perception/634
Solomon, M. R., Russell-Bennett, R., & Previte, J. (2010). Consumer behavior: Buying, having,
being (2nd ed.). Frenchs Forest, N.S.W: Pearson.
Sushi Train. (2011). Retrieved from
http://www.sushitrain.com.au/index.php?option=com_content&view=frontpage&Ite mid=1
Tashiro, H. (2007). The world’s best Japanese restaurants. Retrieved from
http://www.bloomberg.com/ss/07/12/1227_japanese_restaurants/index_01.htm
The Foreign Ministry. (2011). Annual report of statistics on Japanese nationals overseas. Tokyo,
Japan: Japanese government.
Thyme2 Brisbane restaurant. (2015). Retrieved from http://sofitelbrisbane.com.au/thyme2/menu.html
Tyson, B. (2010). Increased chance of getting a job if you’re multi-lingual. Retrieved from
http://www.brighthub.com/office/career-planning/articles/97863.aspx
Velgus, J. (2012). Where is Japan’s culture and is it disappearing? Retrieved from
http://www.japantoday.com/category/opinions/view/where-is-japans-culture-and-is-it-
disappearing
Villapaz, L. (2014). Millennials are on Instagram, their parents play words with friends and

27
everyone is on Facebook. Retrieved from http://www.ibtimes.com/millennials-are-
instagram-their-parents-play-words-friends-everyone-facebook-1666440
Weaver, D., & Lawton, L. (2010). Tourism management (4th ed.). Milton, Qld: John Wiley & Sons.
pp. 176.
Wilson, T. (2008). A leap into the future: The australia-japan working holiday agreement and
immigration policy. Japanese Studies, 28(3), 365-381. doi:10.1080/10371390802446901
Wood, N. T., & Muñoz, C. L. (2007). 'No rules, just right' or is it? The role of themed restaurants
as cultural ambassadors. Tourism and Hospitality Research, 7(3/4), 242-255.
doi:10.1057/palgrave.thr.6050047

University of Queensland TOUR2001 Assignment

Recommended

Recommended

More Related Content

Similar to University of Queensland TOUR2001 Assignment

Similar to University of Queensland TOUR2001 Assignment (19)

Recently uploaded

Recently uploaded (20)

University of Queensland TOUR2001 Assignment