How To Create An Attractive Package Tour to Japan: the UK as A Target MarketTools Ishido, Aki (2008) How To Create An Attractive Package Tour to Japan: the UK as A Target Market. [Dissertation (University of Nottingham only)] (Unpublished)
AbstractThis research aims to gain an insight into the package holiday industry and investigates how to create an attractive package tour to Japan , the UK as a target market. First of all, the characteristics of the current package products, which are available in the UK,are examined. Secondly, customer satisfaction is analysed by using a questionnaire conducted by Thomas Cook. Thirdly, the British market's areas of interests, such as what they want to experience in Japan, are examined through the questionnaire carried by Japan National Tourist Organisation. The research revealed that the customers who joined the Thomas Cook tour were particularly satisfied with the service provided by Japanese local guides. On the other hand they were dissatisfied with low "value for money" of the tour product and the contents and arrangement of excursions, which are identified as the areas where the operator needs to put more effort in order to provide more attractive and successful package tours. The research also found that British people want to experience Japanese traditional culture and associate Japan as a place for Geisha, temples, and shrines.
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