The popularity for each of the following groups of activities can be ranked as the following (looking at the number of \u201c1s\u201d each answer received):<\/p>\n
1. Local Food & Drinks
\n2.Hot Springs
\n3.Nature & outdoor activities
\n4.Less crowded (relative to more popular destinations)
\n5.Affordable
\n6.Seasonal and local Festivals
\n7.Cultural experiences\/ traditional crafts
\n8.Historical attractions
\n9.Urban entertainment\/ shopping<\/p><\/blockquote>\n
In retrospect, a better way of reviewing and categorizing all this data would be to create a rating system for each of the numbers to take into account participants\u2019 other answers (e.g. five points for \u201c1\u201d, three points for \u201c2\u201d, two points for \u201c3\u201d, one point for \u201c4\u201d and zero points for \u201c5\u201d), but the current method still provides a clear pattern.<\/p>\n
Local food and drink, hot springs and activities centred around nature are the biggest winners here, while historical attractions and urban entertainment\/ shopping are the biggest losers. This may be partially explained by the fact that 79.2% of the participants have lived in japan for over a year, as all the categories in the top three are activities that people tend to discover in the long term, while activities like shopping are what some people enjoy when in Japan for only a short time. However, this still shows that Kyushu\u2019s appeal rests on its own particular food and drink culture as well as its natural environment. This can therefore provide a focus for those wishing to market Kyushu to tourists, or even those trying to enjoy Kyushu\u2019s best.<\/p>\n
An answer to this question which appeared several times, six in fact, was the warmth of Kyushu\u2019s people in general, as well as in comparison to Honshu. While this is certainly a positive (good job guys!), whether it can be marketed is an entirely different issue.<\/p>\n
Several participants also noted there was a lack of an \u201cAccessibility\u201d category. While this would be useful in gauging how easy people think Kyushu is to navigate, it\u2019s not exactly an attraction in itself. A way to resolve this would be perhaps to add a separate question on accessibility e.g. \u201cDo you think Kyushu does enough to be accessible to the average tourist? If not, why not?\u201d<\/p>\n
3. What activities or assets should Kyushu promote to attract more visitors from your home country?<\/strong><\/p>\nThis was a free answer question and a lot of responses were grouped around the theme of \u201cnature\u201d and outdoor activities, as well as food and cultural activities. Cultural activities ranked 7th out of nine groups of activities, yet has quite a large presence in the one-hundred and thirty-three answers given here. We can assume then perhaps that those who do rate these cultural experiences and festivals highly, form a strong relationship with them. If this is the case it may be worth looking into putting more strength behind the promotion of these. But fundamentally the main focus is very much on the natural and outdoor activities. While it may have ranked a close third, Kyushu\u2019s natural environ has been something that\u2019s really been seized upon.<\/p>\n
Here are some of the answers representative of the trends I\u2019ve picked out:
\n\u2022 Hiking- like the Appalachian Trail is an attraction in America
\n\u2022 Food tours (ramen culture tour), sake\/shochu tours
\n\u2022 Local experiences, taiko, sushi making, etc. Aso, sakurajima tours, nagasaki, kagoshima historic links with Europe
\n\u2022 Emphasize off the beaten path character
\n\u2022 The stunning natural sites (that also look great on social media, making it more likely that word will spread organically): i.e. wisteria tunnel in Kitakyushu, Takachiho Gorge, Yakushima (linked to Studio Ghibli’s ‘Princess Mononoke’ film), Kurokawa onsen town, Yame tea fields etc. etc.<\/p>\n
4. How can Kyushu promote itself more effectively to people in your country? Please rate the methods below.<\/strong><\/p>\nThe importance of the following methods that Kyushu could use to promote itself are ranked below (ranked by looking at how many counts of \u201cimportant\u201d they have):<\/p>\n
1) More English language information on websites
\n2) More social media marketing towards foreigners
\n3) More English language content on Youtube
\n4) More English language magazine editorial content
\n5) More package tours and cooperation with travel agents<\/p><\/blockquote>\n
The results here show a clear divide between new media and old media, with \u201cEnglish language information on websites\u201d being marked as \u201cimportant\u201d one-hundred and fifty-nine times in comparison with \u201cEnglish language magazine editorial content\u201d which was marked \u201cimportant\u201d seventy-three times. There is, therefore, a clear preference for platforms which can be accessed online as opposed to those which cannot be accessed online.<\/p>\n
However what the comments on this question show is the clear overriding importance of language. This includes English, on the whole it\u2019s recognised as a universal second language, and other Asian and European languages. However, if Kyushu is struggling with English, a language which all of Japan is trying to put greater strength into, it may be unreasonable to ask it to learn other languages too – but the demand seems to be there. The main points identified in need of greater language access are: restaurants and menus, public transportation, webpages (as a whole) and the creation of native language package tours of Kyushu (of course it should be noted that overall package tours seem not to be a priority).<\/p>\n
Here are a couple of answers which demonstrate the trends listed above:
\n\u2022 Often there are guided tours to nearby locations. However info about these comprehensive tickets (usually bought at the station) are only available in Japanese. Eg. Yanagawa, Nagasaki
\n\u2022 Always have a professional check the English (or other foreign language) of signs and flyers
\n\u2022 Not only English, do all the above in various European languages
\n\u2022 More English information on public transport and tourist attractions, maps, etc. Online and in brochures for once in Kyushu
\n\u2022 Restaurant menus with descriptions in English – real English
\n\u2022 Adding English information and pictures on google maps<\/p>\n
One stands out particularly and is worth printing verbatim:
\nIn connection with “more video content,” have proposed and “open data” approach to the officials in Kumamoto. This would involve government offices collecting and making beautiful, high quality video files available, copyright free, for individuals and\/or organizations to use to make videos promoting their own events, activities, etc. There are already places in Japan where this is being done. I think Kyushu should cooperate regionally to make video archives of this kind readily accessible. Actually, this is an idea I got from a TBS (Hodo Tokushu) show broadcast on Nov. 9, 2013. Unfortunately, however, it doesn’t seem that much has been done with this idea.<\/em><\/p>\n5. What can be done to increase the number of people from your country visiting Kyushu? How important or effective are the following methods?<\/strong><\/p>\nThe following methods to increase the number of people from abroad visiting Kyushu are ranked as follows:<\/p>\n
1) More information on the web
\n2) More printed English language guides about attractions, transportation and accommodation
\n3) More and better English signs and information
\n4) More options of things to do and experience
\n5) More English speaking staff at hotels, shops, restaurants, etc.<\/p><\/blockquote>\n
Again, like in question four, we see the importance of new age media with \u201cMore information on the web\u201d receiving one-hundred and forty counts of \u201cimportant\u201d opposed to \u201cMore printed English language guides about attractions, transportation and accommodation\u201d which received one-hundred and sixteen counts of \u201cimportant\u201d. However, this is not to say that there is no space for old media at all, clearly if printed media ranks second in importance it has a place in people\u2019s minds when making decisions about tourism and shouldn\u2019t be ignored. Saying this, a lot of the comments revolve around the around the importance of native language web access, so this is certainly a top priority.<\/p>\n
A point which is slightly concerning is that more than half of the participants marked \u201cMore options of things to do and experience\u201d as \u201cimportant\u201d. However, this shouldn\u2019t be viewed as a cause of immediate concern, but rather as a problem with the general nature of the term \u201cimportant\u201d. It is always \u201cimportant\u201d that there are more things to do, and very few of the comments suggest that there is little to do in Kyushu. Question one also suggests that those who come here form a sense of attachment to it, a phenomenon unusual if there was nothing to do.<\/p>\n
The importance of \u201cMore and better English signs and information\u201d, marked as \u201cimportant\u201d one-hundred and eleven times, is clearly displayed in earlier comments on transport, menus and English Language. As a category which concerns itself with the day to day activities of tourists in Kyushu this should not be relegated to a background concern, as its supported by a number of written answers to this question and question four.<\/p>\n
The following are a few representative catch copy examples:
\n\u2022 Train lines need stops and announcements in English. Nishitetsu and Subway lines do a great job with this, but JR has yet to implement English (or any other language) on their train lines. That\u2019s very important for foreign tourists
\n\u2022 More English in public transportation
\n\u2022 More digital presence than only printed material (though printed material should also exist)
\n\u2022 Many tourist websites throughout Kyushu have the first page available in english but anything more detailed is still only available in nihongo
\n\u2022 More phone apps that display English or multiple languages<\/p>\n
6. Do you think increasing the number of tourists from overseas will be good for Kyushu?<\/strong><\/p>\nAnd<\/p>\n
7. Are you concerned about \u201cover tourism\u201d in Fukuoka or Kyushu?<\/strong><\/p>\nThese questions have been grouped together because the answers given in them reflect on each other.
\nWhen asked \u201cDo you think increasing the number of tourists from overseas will be good for Kyushu?\u201d participants answered:<\/p>\n
Yes – 82.6%
\nNo – 17.4%<\/p><\/blockquote>\n
From this statistic we can suggest that increasing the number of tourists is overall seen as positive, but with a significant minority voicing serious reservations. These reservations are voiced in the responses to the next question. When asked \u201cAre you concerned about over tourism in Fukuoka or Kyushu?\u201d participants answered:<\/p>\n
Yes – 37.6%
\nNo – 62.4%<\/p><\/blockquote>\n
\u201cOver tourism\u201d then is a serious concern which pulls at the overall positive stance over increasing tourism in Kyushu. We can then assume the necessitation of a type of balance in the minds of the participants, to increase the number of tourists, but not turn Kyushu into a \u201ctourist trap\u201d. This is a position reflected in both the comments attached to these questions and the fact that \u201cLess crowded (relative to more popular destinations)\u201d was voted 4th most important in relation to the question \u201cWhat are Kyushu\u2019s most appealing attractions to visitors?\u201d. A large part of Kyushu\u2019s appeal then relies on the fact that it is \u201coff the beaten track\u201d, and this is reflected in the answers to question nine (which this report will look at in turn).<\/p>\n
This is coupled with a well voiced concern surrounding the \u201cright kind of tourist\u201d, that being the kind of tourist whom significant portions of the participants think are acceptable to Kyushu. Comments concerning these types of tourists focus on aspects like \u201crudeness\u201d, \u201ctemporary, intense crowds\u201d and these groups being \u201cnoisy\u201d. Thus part of this concern with \u201cover tourism\u201d is also a concern with the possibility that these sort of tourists will increase in number.<\/p>\n
As a side-note this is clearly, although it\u2019s veiled, pointing a finger at Chinese tourists who come in larger groups. While this is indicative of an element of xenophobia on part of the participants, it is important in their mind. However, unless you ban \u201cthese kind of people\u201d from tourist locations these comments are just shouting into the void.<\/p>\n
Here are a number of representative comments in answer to both questions:
\n\u2022 The appeal of Kyushu is that it is NOT overcrowded with tourists, especially tour groups
\n\u2022 A certain level of tourism is obviously good for the economy but I also enjoyed Kyushu because it wasn’t as crowded as Tokyo, or as “touristy”. Finding a balance will be difficult but again that will be from tailoring your offerings
\n\u2022 In terms of revenue, perhaps. But one of the appeals of Kyushu is that it\u2019s \u201cthe road less traveled\u201d by Westerners visiting Japan, and I think it\u2019s important to maintain that (or at the very least the illusion of that)
\n\u2022 Tourism is not ecological and ends in destroying it all. We should preserve Kyushu’s wildness and beauty
\n\u2022 Rude, patronizing tourists
\n\u2022 Kyushu attracts more and more tourist every year and it’s fantastic but because of bad mannered people some places such as Nanzoin or Komyozen-ji in Dazaifu became very strict. For example back in 2012 people could visit the front garden of Komyozen-ji and now even photos are forbidden. What a waste!<\/p>\n
8) Has awareness of Fukuoka or Kyushu significantly increased in your home country in recent years?<\/strong><\/p>\nIn response to this question participants answered in the following way:<\/p>\n
Yes – 19.1%
\nNo – 46.1%
\nNot sure – 34.8%<\/p><\/blockquote>\n
80.9% of the participants have answered that Kyushu is not on the rise in the minds of possible tourists in their home country, we can therefore see that there is a general need to promote Kyushu as a destination in itself, as currently it is not being achieved as well as it could be. Of the comments that have been left here (thirty-three), the vast majority of them highlight that Kyushu isn\u2019t thought of particularly as a tourist destination in their home country. This qualitative evidence supports the quantitative evidence the answers to this question already provide. Interestingly, of the thirty-three comments only one referenced the Rugby World Cup.<\/p>\n
Answers indicative of trends above:
\n\u2022 Except, Tokyo, Osaka, Kyoto, Hiroshima, Nagasaki, Japanese cities are not known in Sweden at all
\n\u2022 There is nothing that happens in Fukuoka or even Kyushu that we are talking about in France. Then French people go first to Honshu and have no time or no curiosity to go South
\n\u2022 Rugby World Cup has really increased Kyushu\u2019s presence overseas
\n\u2022 People know Nagasaki, and the next Godzilla is in Hakata, I think, but no one knows \u201cKyushu\u201d<\/p>\n
9) In one very short sentence, describe the appeal of Kyushu as a destination for tourists from your country<\/strong><\/p>\nThe findings from this question largely support what has already been said in questions two, three, six and seven, namely that Kyushu\u2019s appeal is concentrated around: nature, its food and drink culture, its relaxed atmosphere and the fact that it\u2019s \u201coff the beaten track\u201d. In terms of marketing, this provides a general plan of action of what to target for tourism campaigns.<\/p>\n
The phrase \u201cTraditional Japan\u201d is one used repeatedly in participants\u2019 responses to this question. While it may function as a good banner to sell tourism under, it\u2019s quite vague and never necessarily explained. Indeed it could mean a number of things, the fact that it\u2019s less crowded than Honshu, traditional culture, natural beauty, etc. Therefore I personally wouldn\u2019t put too much faith in it as a descriptive term.<\/p>\n
Here are some catch copy examples:
\n\u2022 The hidden get away area on the edge of Japan
\n\u2022 Wonderful food, nature and crafts
\n\u2022 Experience the ‘real’ Japan before everyone else does
\n\u2022 An island full of hidden treasures, breathtaking natural sights, and rich culture
\n\u2022 Real Japan, real people, real food
\n\u2022 Delightful food, history, and nature
\n\u2022 Kyushu: the road less traveled
\n\u2022 Friendly, beautiful and affordable
\n\u2022 Green, clean, and great hospitality!
\n\u2022 Great food, cheap prices, and beautiful nature
\n\u2022 It’s all the things people love about Japan, off the beaten path
\n\u2022 Kyushu is the picture of “traditional Japan” but also has the most ties to the rest of the world<\/p>\n
Overall things to take away<\/strong><\/h3>\n\u2022 Although not the first region in terms of preference, it is evident that once people reach Kyushu they form a strong attachment to it.
\n\u2022 Kyushu\u2019s main attractions appear to centered around four main things: its natural environment, its food and drink culture, its laid back atmosphere and the fact that it\u2019s \u201coff the beaten track\u201d.
\n\u2022 New media is the most important method of pushing Kyushu\u2019s tourist agenda, and a specific importance is placed on the language accessibility of online platforms. This is a top priority. While there is an audience for other languages other than English, one cannot expect the tourism industry to become proficient in all languages at once.
\n\u2022 Although new media is important, there is most definitely a space for old media in the form of printed, native language guides for attractions and transport.
\n\u2022 The above two points should be a supplement to the overall effort to overcome the language barrier, which should also be a top priority. This should be done online, in printed material, in tour organization and in areas of a tourist\u2019s everyday experience such as on transport, restaurant menus, signage, etc.
\n\u2022 While people largely believe that tourism to Kyushu should be increased, there is still the worry of \u201cover tourism\u201d. Therefore tourism campaigns should be pursued with the fact that one of Kyushu\u2019s main selling points is that it is not as crowded with tourists as Honshu in mind.<\/p>\n
Report by Kenji Newton <\/em><\/p>\nComments are welcomed, use the form below:<\/p>\n","protected":false},"excerpt":{"rendered":"
On the 10th of February 2019 I (Kenji Newton, a recent history graduate from the UK and intern at Fukuoka Now) helped launch a survey called \u201cKyushu Tourism Survey – (by Fukuoka Now)\u201d. Its purpose was to gather information on tourism in Kyushu, the features and locations people thought made this island special and what Kyushu itself could do to promote them. Largely speaking this was a success, but one that raised some questions. Working within…<\/p>\n","protected":false},"author":27918,"featured_media":118977,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_locale":"en_US","_original_post":"118974","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[4914],"tags":[],"class_list":["post-118974","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-others","location-fukuoka-prefecture","en-US"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.fukuoka-now.com\/wp-content\/uploads\/2019\/03\/kyushu-collage-1.jpg?fit=1018%2C691&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.fukuoka-now.com\/wp-json\/wp\/v2\/posts\/118974","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.fukuoka-now.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.fukuoka-now.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.fukuoka-now.com\/wp-json\/wp\/v2\/users\/27918"}],"replies":[{"embeddable":true,"href":"https:\/\/www.fukuoka-now.com\/wp-json\/wp\/v2\/comments?post=118974"}],"version-history":[{"count":3,"href":"https:\/\/www.fukuoka-now.com\/wp-json\/wp\/v2\/posts\/118974\/revisions"}],"predecessor-version":[{"id":119038,"href":"https:\/\/www.fukuoka-now.com\/wp-json\/wp\/v2\/posts\/118974\/revisions\/119038"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.fukuoka-now.com\/wp-json\/wp\/v2\/media\/118977"}],"wp:attachment":[{"href":"https:\/\/www.fukuoka-now.com\/wp-json\/wp\/v2\/media?parent=118974"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.fukuoka-now.com\/wp-json\/wp\/v2\/categories?post=118974"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.fukuoka-now.com\/wp-json\/wp\/v2\/tags?post=118974"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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