Doshisha University Center for the Study of the Creative Economy
Discussion Paper Series No. 2022-02「新たな価値を創造する文化遺産活用の国際共同研究 ワーキングペーパー 1」
A Study of Tourist Orientation by Travel Purpose and Value Source by Travel
Type¹

Tadashi Yagi, Doshisha University
Nobuko Kawashima, Doshisha University

Discussion Paper Series「新たな価値を創造する文化遺産活用の国際共同研究 ワーキングペーパー 1」
A Study of Tourist Orientation by Travel Purpose and Value Source by Travel Type1
Tadashi Yagi, Doshisha University
Nobuko Kawashima, Doshisha University

Abstract
The purpose of the paper is to investigate the orientation formation mechanism in choosing particular typesof travel defined by purpose. Using Japanese data on travel choice and the detailed information on
consumption preferences and cultural experiences during young, we generated the variables on preference
orientations of each individual and analyzed the relation between preference orientation and travel choice
behavior. From this analysis, we can gain insights into the orientations of tourists who prefer different typesof travel. For example, those who enjoy nature tourism tend to be my-way and outdoor oriented. It may bethat one reason people choose nature tourism is that it enables unique travel planning. The uniqueness of ourresearch is the analysis on the empirical relationship between the cultural experiences during young andtourist orientation. Our analysis is applicable to other consumption behavior such as cultural expenditureand social expenditure.

Keywords tourist orientation, travel purpose, preference formation, orientation formation

1. Introduction
Recently, the studies on tourists' preferences and motivation has been deemed as important (see i.e., Otoo et.
al. (2020), Otoo et.al. (2021) on their analysis into the growing senior travel market). Conventionally, Travel
Career Ladder model (S. Huang & Hsu (2009), Pearce (1988)) and Push-pull model (Otoo and Kim (2020))
are used to examine the motivation of travel. Travel career ladder model applies Maslaw’s five hierarchicalneed model, and argues that the motivation changes as one’s need shifts from basic need to self-actualization.
In Push-pull model, the most important pull factors are attractiveness of the travel destination, and pushfactors are reasons why travelers need to leave home. It should be noted that travel is a positive activity for
optimizing well-being, and the optimal solutions are depended on the preferences for various need andenvironments surrounding travelers (Lyubomirsky & Layous (2013)). In this sense, the research on theprocess of forming preferences or orientations related with travel motivation would be important. Furuya
and Zen (2014) study the relation between the orientation and the purpose of the travel, but they do not
examine the generation mechanism of the orientation.

1 This work was supported by 2019 JSPS Topic-Setting Program to Advance Cutting-Edge Humanities andSocial Sciences Research (Global initiative, Project leader: Nobuko Kawashima). JPJS001 19217881

1

The purpose of this paper is to investigate the process of forming orientations related with travel purpose.
From this analysis, we can gain insights into the orientations of tourists who prefer different types of travel.
For example, those who enjoy nature tourism tend to be my-way and outdoor oriented. It may be that one
reason people choose nature tourism is that it enables original travel planning. The uniqueness of ourresearch is the analysis on the empirical relationship between the cultural experiences in one’s childhoodand youth and preference orientation.
The composition of the paper is as follows. Section 2 summarized the survey data, and Section 3 analyzes
the factors those constitute tourist orientations and their major explanatory experiences. Section 4 examines
the relation between types of orientation and the travel purpose.

2. Summary of Survey Data
The data used in this research are from a “Travel Survey” conducted on the internet from January 14, 2020
to January 16, 2020. The survey is part of a study titled “International joint research on the use of cultural
heritage to create new value: Deepening user involvement, regional development perspective," a research
project supported by the 2019 Frontline Humanities and Social Sciences Research Project (Global
Development Program – research theme open). The survey questionnaire was made accessible to 22,917
males and females, ages 14 to 88, nationwide. 3,499 questionnaires were returned, of which 3,152 were valid,
for an effective return rate of 13.8%.
The data are summarized as follows. Of the 3,152 valid questionnaires returned, 576 failed to indicate
annual household income, so the number of valid observations for annual household income used in theanalysis is 2,576. Individual annual income was indicated on all valid questionnaires returned, so theeffective number of observations for individual annual income used in the analysis is 3,152. The gender
distribution of respondents is 57.7% male and 42.3% female. As shown in Table 1, the average age of
respondents is 45.9 years; the median age is 46 years, and the standard deviation is 15.3 years. The mean
age of the first quartile is 34; the mean age of the third quartile is 57.
The average annual household income of respondents is 6,173,100 yen; the median is 5,500,000 yen.
The average annual income of individuals, including unemployed persons, is 3,539,000 yen; the median is
2,500,000 yen. The average value of respondents’ financial assets is 21,167,000 yen; the median value is
3,500,000 yen.
Table 1 shows the distribution of respondents’ educational backgrounds; 53.8% have
Bachelors‘ degrees from university or higher. According to the Ministry of Education, Culture, Sports,
Science and Technology's “Basic Survey on Schools,” roughly 37% of Japanese enrolled in universities inthe early 1980s. Today the university enrollment rate is around 55%, so 53.8% can be considered slightly
greater than the actual percentage of Japanese with a university education or higher.

Table 1. Educational Attainment
Number

Percentage

Cumulative
percentage

2Junior high school

101

3.2

3.2

High school

794

25.2

28.4

Vocational school

291

9.2

37.6

Junior college / Technical 267

8.5

46.1

college
University

1504

47.7

93.8

Graduate school

191

6.1

99.9

Other

4

.1

100.0

Total

3152

100.0

40.9% of respondents are unmarried and 53.0% married. 6.3% are bereaved or separated from their spouses.
31.4% of respondents are members of households with children.

3. Factors Constituting Tourist Orientations and Major Explanatory Variables
3.1 Tourist Orientation
In this study, factors those represent the tourists’ orientation were extracted by factor analysis, using theprincipal factor method and the questionnaire used in Yagi (2018). Cronbach's alpha, which indicates how
closely a set of items are as a group, was 0.894; it was therefore judged that no question items needed to be
excluded from the question list. The questionnaire used is listed in Table 3.
Tables 2 and 3 present the results of the factor analysis. Table 3 shows the seven factors that wereextracted as capturing the orientations of tourists. We call these “The Luxury Brand Oriented,” “Thrift
Oriented,” “Reliability Oriented,” “My-Way Oriented,” “Outdoor Oriented,” “Used/Rental Oriented,” and“Night-Time Oriented.”

Table 2. Total variance explained.
Total Variance Explained
Initial eigenvalues
Factors%
Total

Load sum of squares after extractionof Cumulativ

Variance

e%

%
Total

of

Variance

Cumulative %

1

7.512

25.03925.0397.011

23.36823.3682

3.495

11.65136.6893.032

10.10833.476

3

1.951

6.503

43.192

1.531

5.105

38.581

4

1.730

5.766

48.958

1.283

4.277

42.858

5

1.385

4.615

53.573

.956

3.185

46.043

6

1.281

4.270

57.843

.897

2.990

49.033

7

1.047

3.489

61.331

.582

1.941

50.974

8

.885

2.948

64.2803Factor extraction method: Main factor method

Table 3. Factor matrix after rotation.
LuxuryBrand
Oriented

ThriftReliability

Oriented

OrientedMy-

OutdoorWay
Oriented

Oriented

Used/

Night-

Rentaltime

Oriented

Oriented

Q13 Item 6．Luxury oriented

0.737

-0.11

0.017

0.162

0.185

0.208

0.046

Q13 Item 5．Likes branded things

0.722-0.027-0.008

0.13

0.194

0.198

0.061

Q13 Item 19．Likes the latest things

0.442

0.124

0.238

0.229

0.189

0.176

0.201

Q13 Item 16．Likes imported products

0.441-0.048-0.002

0.143

0.154

0.475

0.063

Q13 Item 30．Shops in the city

0.441

0.129

0.224

0.187

0.212

0.109

0.155

Q13 Item 8．Focuses on discounts

0.044

0.898

0.024

0.044

0.003

0.084

0.044

Q13 Item 7．Low-price oriented-0.153

0.705

0.059

0.053

-0.057

0.112

0.07

Q13 Item 9．Focuses on earning points

0.159

0.653

0.165

0.1

0.078

0.063

0.068

Q13 Item 26．Thrifty-0.153

0.518

0.379

0.163

-0.065-0.003-0.044

0.14

0.211

0.598

0.231

0.057

-0.0420.121

Q13 Item 28．Likes natural things-0.041

0.15

0.532

0.325

0.247

0.147

0.024

Q13 Item 29．Shops locally

0.013

0.265

0.497

0.165

0.082

0.167

0.033

Q13 Item 18．Likes “good old days” things

0.061

0.1

0.474

0.269

0.11

0.289

0.083

Q13 Item 13．Buys new products

0.401

0.198

0.44

0.192

0.02

-0.1820.156

Q13 Item 10．Likes healthy things

0.093

0.278

0.439

0.333

0.29

0.05

-0.042Q13 Item 2．Chooses reliable things

0.24

0.242

0.435

0.309

-0.004-0.0680.032

Q13 Item 23．Values time with family

0.156

0.168

0.409

0.028

0.367

0.061

0.006

Q13 Item 4．My-way type

0.118

0.111

0.088

0.717

0.039

0.16

0.119

Q13 Item 3．Likes-challenges type

0.214

0.004

-0.001

0.613

0.365

0.225

0.071

Q13 Item 1．Chooses based on quality

0.397

0.054

0.377

0.427

0.032

-0.0490.11

Q13 Item 31．Likes self-study

0.197

0.069

0.247

0.417

0.28

0.243

0.08

Q13 Item 25．Independent type-0.015

0.271

0.255

0.398

-0.381

0.067

0.127

Q13 Item 24．Social type

0.267

-0.045

0.113

0.14

0.606

0.267

0.061

0.149

0.057

0.168

0.231

0.6

0.191

0.011

Q13 Item 22．Likes events

0.329

0.11

0.126

0.157

0.462

0.234

0.181

Q13 Item 14．Buys second-hand goods-0.028

0.139

0.028

0.089

0.033

0.725

0.051

Q13 Item 15．Rents things

0.129

0.087

0

0.045

0.125

0.649

0.049

Q13 Item 27．Tends to waste money

0.38-0.086-0.051

0.118

0.094

0.356

0.192

Q13 Item 20．Morning person

0.169

0.169

0.304

0.16

0.122

0.174

-0.543Q13 Item 21．Night person

0.087

0.123

0.099

0.098

0.013

0.155

0.921

Q13 Item 11．Indoor type

0.151

0.252

0.226

0.134

-0.515

0.123

0.174

Q13 Item 17．Likes domestic products

Q13 Item 12．Likes outdoor leisure& sports

Factor extraction method:4

Main factor method
Rotation method: Equamax methodwith Kaiser normalization

Values (factor scores) were calculated from the respondents' responses, and the statistics calculated fromthose values are shown in Table 4. Although the mean values are 0 because the factor generation was
normalized, it is possible to see how the distributions are skewed by looking at the median values. "Luxury
brand oriented," "outdoor oriented," and "used/rental orientation" are seen to be skewed in a positive
direction. Looking at the standard deviations, we see that the factor scores are most widely dispersed for"thrift oriented" and "night-time oriented," followed by "luxury brand oriented."

Table 4. Orientation factor statistics.
Statistics
LuxuryBrand

ThriftReliability

My-WayOutdoor

Used/Rental

Night-time

Oriented

Oriented

Oriented

Oriented

Oriented

Oriented

Oriented

Frequency

3152

3152

3152

3152

3152

3152

3152

Mean

0.000

0.000

0.000

0.000

0.000

0.000

0.000

Median0.066-0.126-0.048-0.071

0.134

0.156

-0.036

Mode

0.286

-0.220-0.332-0.118

0.183

0.545

-0.036

Standard deviation

0.886

0.930

0.855

0.837

0.859

0.855

0.953

Lowest value-2.939-2.788-3.693-3.006-2.981-2.900-2.586Largest value

3.440

2.558

3.625

2.955

3.377

2.934

2.799

3.2. Factors those affect the formation of orientation
In this section, we examine the factors that affect the formation of orientation. We pick up threeorientations (Luxury, My-Way, Outdoor), those are quite distinctive from each other. We conducted themultivariate regression analysis to regress preference on various past and current experiences. Figure1 shows
the standardized coefficients of significant important factors derived by the regression analysis. Our analysis
suggests the there are many past and current experiences those are significant in explaining the formation oforientation.
Figure 1-a shows the influential factors for forming luxury preference. The strongest factor is the current
practice of playing musical instruments. Learning dance or ballet during childhood also has the strong
influence on the formation of luxury preference. Good emotional experiences such as enjoying beauty,
spending time with a special person, enjoying delicious foods and things contribute to forming the luxury
preference.

5

Figure 1-a Influential factors for forming luxury preference(Standardized coefficient of significant factors)
0.08
0.07
0.06
0.05
0.04
0.03
0.02
0.01
0

Musicalinstruments

Shopping

Dance Ballet

Computer graphic

Card gameLove

Spent time with a Flower Arrangemen Enjoyed delicious
special person
food and things

Tea ceremony

Figure 1-b shows the influential factors for forming the my-way preference. It is interesting thatphotography, sports during childhood, reading, cultural experiences, outdoor leisure contribute to form the
my-way preference. This could be interpreted that stimuli generated from cultural activities are diverse andthese stimuli affect the pattern of making logic and the way of thinking in various manner. These experiences
promote the emotional thinking abilities, and this may form the my-way preference.

Figure 1-b Influential factors for forming my-way preference(Standardized coefficient of significant factors)
0.1
0.09
0.08
0.07
0.06
0.05
0.04
0.03
0.02
0.01
0

Photograph

Sports duringchildhood

Reading (except I was in touch Leisure activities
comics andwith the culture, such as cycling,magazines)
history, anddriving andnature of thetraveling
destination
during childhood

Sports now

Music now

I was in touchwith the culture,
history, andnature of thedestination
during young ages

Hobbies andcircles

I forgot my daily
life and relaxedwithout thinking.

Practice andlessons onmusicalinstruments

Figure 1-c shows the influential factors for forming the outdoor preference. Mainly sports
experiences and outdoor leisure experience during childhood and young ages forms the outdoor preference.
It is interesting that interaction with family and friends forms the outdoor preference. This is interpreted that6the outdoor preference includes the preference for interacting with various types of people, not only family
or friends, but also people in community or circles.

Figure 1-c Influential factors for forming outdoor preference(Standardized coefficient of significant factors)
0.1
0.09
0.08
0.07
0.06
0.05
0.04
0.03
0.02
0.01
0

Sports now

Sports during Sports during Interact with Travel during
OutdoorTravel during
Chat with
Photography
childhoodyoung ages
familychildhood leisure during young ages friends during
now
childhoodchildhood

Chat withfriends inweekend

Love

Sport andevent duringchildhood

Event in local
community

In this section, we examined the factors those affect the preference formation by focusing on the three
distinctive preferences, and it is concluded that experiences during childhood and young ages are importantfactors. It is noteworthy that the luxury preference and the outdoor preference are distinctive, and different
factors affect the formation of preference. The luxury preference is strongly affected by the artistic
experience and the outdoor preference is strongly affected by the sports experience. It is important to stressthat the current preference is based on the past and current experiences in a certain systematic manner.

4. Type of orientation and the travel purpose
4.1 Travel Purpose and Tourist Attributes by Purpose
The survey conducted was of persons who “had made at least one domestic trip (excluding business trips)
during the past two years.” Respondents were asked to indicate the #1, #2, and #3 purposes for their trip(s)from 38 listed items. For the analysis of this paper, as shown in Table 5, the 38 items were classified into
seven categories: "nature tourism," "history/culture/city tourism," "theme park/events," "sports tourism,""shopping," "hotel/inn stay," and "eco-tourism."

Table 5. Travel purpose categories.
CategoryItemnumberPurposeNature tourism

1

Nature tourism (sightseeing tours of nature and scenic spots)

Nature tourism

3

Seaside resorts (leisurely trips at the seaside)

Nature tourism

4

Highland resorts (leisurely trips in highland areas)

Nature tourism

14

Sea bathing (travel to enjoy swimming in the ocean)7Nature tourism

Nature tourism

Nature tourism
Nature tourism

Nature tourism

History/culture/city
tourism
History/culture/city
tourism
History/culture/city
tourism
History/culture/city
tourism
History/culture/city
tourism
History/culture/city
tourism
History/culture/city
tourism
History/culture/city
tourism
History/culture/city
tourism
History/culture/city
tourism
History/culture/city
tourism

18

19
20
27

35

2

Visits to famous flower spots (e.g., trips to see cherry blossoms
or herb gardens)
Appreciation of natural phenomena (trips to see rare natural
phenomena)
Exploration tours (travel to visit unexplored areas)“Power spots” (trips to places where mysterious powers orenergy reside)
Geo-tourism (travel to deepen understanding of geology andtopography)
History/cultural tourism (sightseeing trips to historical andcultural attractions)5City tourism (travel to enjoy towns or cities)

9

Zoos and aquariums (trips to enjoy zoos or aquariums)

10

Gourmet (trips to eat delicious food)16

Art appreciation (travel to enjoy theater, music, exhibitions, etc.)

21

Walking around towns (trips to enjoy beautiful towns andstreets)

24“Talking trips” (trips to have fun with friends and family)

25

World Heritage tours (travel to/around World Heritage Sites)

32

Industrial tourism (tours to see or experience manufacturing)

33

34

Industrial heritage tourism (travel to once-flourishing industrialsites, such as mines or spinning mills)
Warlords tourism (visiting famous sites and battlegrounds
related to Sengoku-era warlords)

Theme park/ events

7

Festivals/events (travel to enjoy festivals and events)

Theme park/ events

8

Theme parks (trips to enjoy theme parks or amusement parks)

Theme park/ events

36

Anime tourism (travel to enjoy anime- and manga-related places
and events)

Sports tourism

11

Skiing/snowboarding (trips for skiing or snowboarding)Sports tourism

12

Marine sports (travel to enjoy marine sports)

8

Sports tourism

13

Mountaineering/mountain hiking (trips to enjoy mountaineeringand mountain hiking)Sports tourism

17

Watching sports (travel to enjoy watching sports)

Shopping

15

Shopping (travel to enjoy shopping)

Hotel/inn stay6

Hot springs trips (trips to enjoy hot springs)

Hotel/inn stay

22

Resort hotel (travel staying at a resort hotel)

Hotel/inn stay23

Japanese-style ryokan (a trip to stay in a laid-back Japanesestyle inn)

Hotel/inn stay

26

Long stay (travel to enjoy a long stay somewhere)

Hotel/inn stay28

Hotel stay (a trip whose main purpose is to stay in a hotel or inn)

Hotel/inn stay

Sightseeing train travel (train travel for the purpose of the train
37

ride itself – e.g., enjoying the train’s interior, the outside views,
the food, etc.)

Eco-tourism

Eco-tourism

Eco-tourism

29

30

31

Environmentally-friendly travel (such as trips with fees that go
toward reducing CO2 emissions during travel)
Eco tours (trips to enjoy nature and learn about nature and theenvironment)
Agricultural experience (trips to enjoy the environment of andexperience life in farming, mountain, and fishing villages)

Figure 2 shows the distribution of travel purposes. The purpose selected most frequently was"history/culture/city tourism," followed by "nature tourism" and "hotel/inn stay." The number of respondents
who selected these as their #2 or #3 purpose is not very different from the number who selected them as their#1 purpose. This indicates that "history/culture/city tourism," "nature tourism," and "hotel/inn stay," are allimportant travel purposes, even though there are some differences in the order of selection.

9

Figure 2 Distribution of Travel Purpose
50
45
40
35
30
25
20
15
10
5
0
Nature tourism History/culture/city tourism

Theme park
eventsSports tourism

Shopping#1 Purpose#2 Purpose#3 Purpose

Hotel/inn stayEco-tourism

Figure 3 shows the average age of respondents by #1 travel purpose. One can see that the average ageof persons choosing eco-tourism as their top purpose is quite high. Second-highest average age is for those
who chose hotel/inn stay, but their average age is significantly lower than that for eco-tourism. Third-highest
average age is for those who chose sports tourism, while the lowest average age is for those who chose themepark/events.

Figure 3. Average age by #1 travel purpose
80
70
70
60
50

46.42

38.89

37.47

40

50.05

48.85

46.51

30
20
10
0
Nature tourism History/culture/city tourism

Theme park
eventsSports tourism

Shopping

Hotel/inn stayEco-tourism

Figure 4 shows the average household and individual annual income by #1 travel purpose.
Respondents choosing sports tourism as their #1 travel purpose have both the highest household annual
income and the highest individual annual income. Respondents choosing staying at hotels or inns as their #1
travel purpose have the second-highest household and individual annual income. Respondents choosing ecotourism as their #1 travel purpose have low annual household income, but not-so-low individual annual

10income. For respondents choosing shopping as their #1 travel purpose, the difference between household
and individual annual income is large; this suggests that this group includes a large number of married
women who are not working or unmarried women who live with their parents. The data suggest that nature
tourism and history/culture/city tourism are the top choices for many middle-income people.

Figure 4. Average household and individual annual income by #1 travel purpose.
(unit: 10,000 yen)
800
700
600
500
400
300
200
100
0
Nature tourism History/culture/city tourism

Theme park
eventsSports tourism

Household annual income

Shopping

Hotel/inn stayEco-tourism

Individual annual income

Figure 5 shows the value of respondents’ financial assets by #1 travel purpose. Those who named sports
tourism as their top travel purpose had the highest average assets value, and those who chose hotel/inn stay
had second-highest value. This suggests that those who prefer sports tourism and hotel/inn stays are
relatively wealthy.

Figure 5. Financial assets by #1 travel purpose. (unit: ¥10,000)
3782.28

4000.00
3500.00
3000.00
2500.00
2000.00

2832.232365.41

2334.451522.56

1500.00
1000.00

330.56500.00525.000.00
Nature tourismHistory/culture Theme park Sports tourism/city tourism
events

Shopping

Hotel/inn stay Eco-tourism

4.2 Differences in travel behavior by travel purpose
Figure 6 shows the average amount of travel expenditure per trip by #1 travel purpose. Eco-tourism
expenditures are markedly higher than for other kinds of travel, suggesting that eco-tours are expensive as

11they are often to areas Remote and not easily accessible. Second-highest travel expenditures are forhistory/culture/city tourism, which may reflect high admission fees at the destination. Although sports
tourism is favored by the wealthy class, travel expenditures are not so high.

Figure 6. Travel expenditure per trip by #1 travel purpose. (unit: ¥10,000)
12.00
10.00
10.00
8.00
6.00

4.34

4.45

4.41

4.00

4.32

3.94
2.94

2.00
0.00
Nature tourism History/culture Theme park Sports tourism/city tourism
events

Shopping

Hotel/inn stayEco-tourism

Figure 7 shows the number of trips involving one or more overnight stays during the past year. Those
who named hotel/inn stay as their #1 travel purpose took the highest number of such trips. This suggests that
repeat demand is relatively high for these travelers. The same can be said for sports tourism travelers, whotook the second-highest number of such overnight trips. Respondents naming shopping as their #1 travel
purpose took the fewest overnight trips; this may be because they have less money to spend, as Figures 3
and 4 suggest. Respondents naming nature tourism and history/culture/city tourism as their top travel
purpose were third and fourth, respectively, in terms of number of trips with overnight stays.

Figure 7. Average number of trips with one or more overnight stays.
3.00
2.50

2.77

2.72

2.65
2.41
2.11

2.00
1.33

1.50
1.00
1.00
0.50
0.00
Nature tourism History/culture Theme park
/city tourism
eventsSports tourism

Shopping

Hotel/inn stayEco-tourism

Figure 8 shows the frequency of museum visits by #1 travel purpose. This question reveals the artistic
background of the travelers. The questionnaire item read: "Please answer this question thinking back to yourschool days, from elementary school to high school. How often did you visit a museum? (1) never, (2) rarely,(3) sometimes, (4) often.” The figure shows the average values of the answers to this answer.

12

From this figure, we can see that those who have a relatively large amount of experience visiting
museums tend to prefer eco-tourism, nature tourism, history/culture/city tourism, and shopping. One might
hypothesize from this that an aesthetic appreciation of things like nature, culture, and the arts is cultivatedby the experience of visiting museums. With regard to the relationship between museum experience andshopping, it may be that a person with a well-developed aesthetic eye for products feels that shopping is
especially enjoyable. On the other hand, people who like theme park/events and sports tourism tend to havelittle museum experience, and may be less receptive to cultural things and activities.

Figure 8. Museum visits experiences in life by #1 travel purpose
2.10
2.00
2.00

1.93
1.89

1.87

1.90

1.77

1.80
1.67

1.70

1.67

1.60
1.50
Nature tourism History/culture Theme park
/city tourism
eventsSports tourism

Shopping

Hotel/inn stayEco-tourism

Figure 9 shows frequency of travel with family by #1 travel purpose. The questionnaire item read:"During your school days, from elementary school to high school, did you frequently go on trips with yourfamily? (1) no, (2) not very often, (3) sometimes, (4) often.” The figure shows the average values of theanswers to this answer.
A person’s travel experiences as a child can be expected to influence his/her travel enjoyment andtravel preferences in later years. Demand for nature tourism, theme park/events, hotel/inn stays, andhistory/culture/city tourism is thought to result from the accumulation of enjoyable travel experiences earlier
in life. Demand for eco-tourism, on the other hand, originates from experiences a person has as an adult.

13

Figure 9. Frequency of travel with family by #1 travel purpose
3.00
2.50

2.41

2.32

2.38

2.35

2.27
1.89

2.00

1.67

1.50
1.00
0.50
0.00
Nature tourism History/culture Theme park
/city tourism
eventsSports tourism

Shopping

Hotel/inn stayEco-tourism

4.2 Tourist Orientation and Travel Purpose
Figure 10 shows the average tourist orientation with different types of travel as their #1 travel purpose. As
the score of each orientation is statistically standardized so that the average is normalized to 0, a score which
is close to 0 means that tourist orientation is close to the average. On the other hand, high score orientationmeans that the orientation is distinctive characteristics.
The score of luxury brand orientation is high for the travelers whose purposes are theme park/eventsand shopping, and low for sports tourism. The score of thrift orientation is high for the travelers whose travel
purposes are shopping and eco-tourism. The score of reliability orientation is high for the travelers whose
travel purposes are eco-tourism and low for shopping. The score of my-way orientation is high for thetravelers whose travel purposes are shopping, history/culture/city tourism, eco-tourism, and nature tourism.
The score of outdoor orientation is high for the travelers whose travel purposes are eco-tourism, sports
tourism, and nature tourism. The score of used/rental orientation is high for the travelers whose travel
purpose is eco-tourism. The score of night-time orientation is high for the travelers whose travel purpose ishigh for theme park/events and lowest for shopping.
Considering Figure 10 from the perspective of what the values attained through the travel, we cangain insights into the orientations of tourists who prefer different types of travel. For example, those who
enjoy nature tourism tend to be my-way and outdoor oriented. It may be that one reason people choose nature
tourism is that it enables travelers to plan their unique and original travel.
History/culture/city tourism appears to be unrelated to orientation, suggesting that it appeals to peopleof various orientations. For example, visiting historical and cultural cities is enjoyed both by people who arehighly attracted to luxury brands and people who are less interested in luxury brands. This suggests that
history/culture/city tourism is potentially attractive to a great many people. The relatively high travel purpose
value of history/culture/city tourism for tourists with a my-way orientation suggests that history/culture/city
tourism providers can appeal to such tourists with travel plans that are highly customized to match individual
tastes.

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It is notable that travelers who like theme park/events tend to be luxury brand oriented. The value
created by theme park/events and tourism is experience value. Experience value is created from various
emotional experiences that are sought by tourists. Pine and Gilmore (2005) name Entertainment, Education,
Esthetic, and Escapist as the “4 Es” that create experience value. These elements are all provided by themeparks events, and luxury brand oriented tourists are thought to be particularly able to enjoy such elements.
For example, it is believed that appreciation of a theme park decorated with beautiful illumination anddemand for entertainment and the extraordinary have something in common with the feeling of seeking aluxury brand.
Sports tourism preference and luxury brand orientation, on the other hand, are strongly negatively
related. Intuitively, sports tourism and theme park/events would seem to be similar in that both involve many
people participating in events with many other people. But the data point to a significant difference: sports
tourism has a strong affinity with the outdoors, and is an active, not passive, activity. This helps explain why
the more passive theme park event tourism is negatively related to my-way oriented while sports tourism ispositively related to a my-way oriented.
The data show that shopping is a popular travel purpose for both luxuries brand oriented people andthrift-oriented people. While this might seem contradictory, it can be explained by the fact that shopping canhave two different purposes: to buy luxury brand products, or to get something one wants at a low price.
Travelers seeking luxury brand products aim to buy products that are available only at the travel destination,
while travelers desiring to buy products at low prices go to destinations where prices are relatively low. The
reason that my-way oriented tourists show high values for several different travel purposes is that they havea variety of preferences and tastes that require different travel plans.
Hotel/inn stay has values close to 0 for all tourist orientations, indicating an even distribution of
traveler types. This suggests that the market supply of hotels and inns is structured in a way that satisfies theneeds and preferences of all types of travelers.
Eco-tourism travelers tend to be strongly thrift oriented, reliability oriented, my-way oriented, outdoor
oriented, and used/rental oriented, suggesting that this group includes many who have particular or uniquetravel preferences. The fact that the average age of eco-tourism travelers is high can be interpreted as
showing that these people, as they have aged, have increasingly sought travel that matches their individual
tastes and personalities, and that this has finally led them to eco-tourism.

Figure 10. Average tourist orientations by #1 travel purpose.

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Luxury brand oriented
0.25

Thrift oriented
0.9

0.7

0.8

0.2

Reliability oriented
0.6

0.7
0.15

0.5

0.6

0.1

0.5

0.4

0.05

0.4

0.3

0.3

0

0.2

0.2

-0.05

0.1

-0.1

0

0.1
0

-0.1

-0.15

-0.1

-0.2

-0.2

-0.25

My-way oriented
0.25

1

0.2

0.8

1

0.8

0.6

0.15

Used/rental oriented

Outdoor oriented

0.6

0.4
0.4

0.1
0.2

0.2

0.05
0

0

0
-0.2
-0.05

-0.4

-0.1

-0.6

-0.2

Night-time oriented
0.2

0.15

0.1

0.05

0

-0.05

-0.1

5．Personalized travel package design
Liu, et al. (2011) proposed Tourist-Area-Season Topic (TAST) model, which recommend the topics to thetourists conditioned on both the locations and travel seasons in travel packages. Liu et. al. developed themodel by including a cocktail approach that incorporates some additional factors such as the seasonal
behaviors of tourists, the prices of travel packages, and the cold start problem of new packages.

16When designing a travel package, the following issues should be considered. First, some attributes suchas age group and family type, the travel seasons, and the travel places should be determined. Second, topics
such will be chosen for the travel package. Each package can be viewed as a mixture of a number of topics
and landscapes. Finally, some additional information, such as the information about price, transportation,
and accommodations, should be included.
By applying the method developed in this paper, it becomes possible to link several topics and otherinformation such as accommodation and price. This possibly develops the TAST model. We derived somerelation between the type of experiences and the type of tourist orientation in section 3.2, and the relation
between the type of tourist orientation and the travel purpose in section 4.2. The information obtained fromthese analyses make us possible to link the optimal combination of topics, price and accommodation. For
example, the travel package that contains musical concert with staying in luxury hotel in visiting city
possibly attract luxury orientation tourists. The travel package that includes shopping tour could be coupledwith reasonable hotel accommodation. This type of travel package would be appealing to thrift orientation
tourist. Other possible utilization of our analyses would be focusing the target group of the travel package
containing outdoor adventure. This package would appeal to the members of sport gym or sports club.

6. Concluding remark
In this paper, we considered the relation between travelers’ orientation and travel purpose. In considering
this issue, we analyzed the effects of the past and the present experiences by examining the effects ofexperiences on forming travelers’ orientation. By this process, it becomes possible to derive various typesof interpretation because orientation categories make us possible to classify the travelers in designing travel
plan. It is possible to analyze the direct effects of the past and present experiences on the selection of travel
purpose. This, however, is not applicable to designing travel plan because it is not easy to collect the
information of travelers’ experiences.
Our analysis suggests that long-run accumulation of various experiences forms travelers’ orientation.
This fact would be important for designing the travel promotion or educating travelers. In addition, ourresults could be applicable for predicting the demand for the travel packages in focusing the specific travelers’group matched with the package.

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