Survey of the Behaviors and Willingness of Chinese Travelers in a
Coastal Area to Visit Japan under the Zero Covid-19 Policy
FANGFANG WEI, NORIAKI ENDO
Regional Innovation and Management, Graduate School of Arts and Sciences,
Iwate University,
3-18-34, Ueda, Morioka City, Iwate
JAPAN
Abstract: - This research aimed to evaluate the current attitudes of Chinese travelers. We conducted a survey of
Chinese tourists traveling in China’s coastal area under the national Zero Covid-19 Policy. The surveys were
conducted during two periods: the first was from September 28-October 7, 2022; the second from October 29-
November 16, 2022. Both took place before China announced national Covid-19 tolerance in December 2022.
All participants were interviewed face-to-face using a questionnaire created by our research team. The results of
correspondence analyses revealed the following. Chinese travelers were somewhat indifferent about traveling
during the Covid-19 restrictions, especially groups 20–29 and 30–39 years old. On the other hand, the Covid-19
restrictions appeared to have less effect on those under 20 years old. In imagining the after-Covid-19 era,
although those 30–39 were willing to travel to Japan, those 20–29 were neutral about the idea. Although
familiarity with the Tohoku area, especially Iwate Prefecture, was very low among Chinese travelers according
to the results, we assume their willingness to visit Miyako City in Iwate Prefecture is rather high. To promote
Chinese interest in the tourist resources of Miyako City, we assume that it would be better to use popular
Chinese SNS systems such as Weibo, WeChat, and TikTok, rather than popular Japanese SNS systems.
Key-Words: China’s coastal area; correspondence analysis; Covid-19; face-to-face survey; travel to Japan;
travel behavior.
Received: September 16, 2022. Revised: January 19, 2023. Accepted: February 21, 2023. Published: March 10, 2023.
1
Introduction
The number of Chinese tourists coming to Japan
was increasing before the Covid-19 global pandemic
[Table 1]. Although the pandemic is not completely
over, we think it is time to prepare for inbound
visitors in the near future.
Therefore, the first aim of this research was to
survey the behaviors and willingness of Chinese
tourists in China’s coastal areas to travel to Japan
under the Zero Covid-19 Policy.
In addition, we were interested in why only a
comparatively small number of Chinese tourists
visited Japan’s northeast Tohoku area even be-
fore Covid-19 compared to other areas, such as
Tokyo, Osaka, and Kyoto [1].
The Tohoku area is located to the north of
Tokyo, and people can get there directly from
Tokyo by bullet train. Few Chinese tourists seem
familiar with the area, however. Therefore, the
second aim of this research was to quantitatively
evaluate the current interest of Chinese tourists in
the Tohoku area, and to consider how to increase the
number of visitors there, especially to the Miyako
area located on the Pacific coast of Iwate
Prefecture.
2
Methodology
2.1
Research
Areas
and
Periods
The surveys for this research were conducted over two
periods: from September 28-October 7th, 2022; and
from October 29-November 16, 2022. Both were
before China announced national Covid-19 tolerance
in December 2022.
The survey samples consisted of Chinese tourists
who were currently visiting the coast of China from
Shanghai (37 persons, 10.5%), Jiangsu Province
(159, 45.0%), Zhejiang Province (82, 23.2%), Fujian
Province (23, 6.5%), Guangdong Province (13,
3.7%),
and Other (39, 11.0%).
They all were interviewed face-to-face using a
questionnaire developed by our research team. The
participants’ characteristics are listed in Figure 1.
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Fig. 1: Respondent characteristics
2.2
Surveys
We conducted questionnaire surveys, which
included the following items.
(1) age; ( 2) gender; ( 3) place of residence; (4)
number of visits to Japan; (5) number of visits to
Tohoku Area; (6) how they accessed information
about Japan; and (7) reasons for visiting Japan.
2.3
Analysis
Based on the survey responses, we conducted a
correspondence analysis [2], [3], [4], using the
R
statistical system [5] with the CA package. A
correspondence analysis can evaluate the
relationship between two variables [2], [3], [4]
.
3
Results Part 1: Chinese travel
Behavior
Tables 2–8 present the results of the correspondence
analyses [Figs. 2–8].
3.1
Frequency of Trips
Table 2 shows the number of trips each tourist had
taken after the beginning of Covid-19.
Figure 2 presents the result of the
correspondence analysis, indicating the
relationship between frequency of travel after
Covid-19 and the respondents’ age groups.
As may be seen in the figure:
1)
Trip frequency decreased more for those
20–29 and 30–39 years old than for other age
groups.
2)
On the other hand, the trip frequency for
the under-20 group did not change much
compared to the other age groups.
3.2
Number of Places Visited
Table 3 lists the number of places visited after
the beginning of Covid-19 for each age group.
Figure 3 contains the results of the
correspondence analysis, showing the relationship
between the number of places visited and the
respondents’ age groups.
As may be seen in the figure:
1)
The number of places visited after
Covid-19 declined for those 20–29 and 30–39
years old compared to other age groups.
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Table 1. Number of Chinese tourists to Japan between 2017–2021 (created by authors, data cited from JNTO
[1])
Jan.
Feb.
Mar.
Apr.
May
Jul.
Aug.
Sep.
Oct.
Nov.
Dec.
2017 630570 509090 508979
528781
517038
780771
819855 678313
663815 567149 564264
2018 632304 716333 594920
683377
668600
879097
860121 652740
715255 617252 599086
2019 754421 723617 691279
726132
756365
1050420
1000639 819054
730631 750951 710234
2020 924790 87220 10365
163
25
785
1606 2954
4502 18147 18365
2021 10225 1747 3951
3271
1823
3931
2396 3960
4009 3189 1764
2)
On the other hand, the number of places
visited by the under-20 group did not change much
compared to the other age groups.
3.3
Use of Public Transportation
Table 4 shows the use of public transportation after
Covid-19 for each Chinese tourist age group
.
Figure 4 presents the results of the
correspondence analysis, indicating the
relationship between the use of public
transportation after Covid-19 and the respondents’
age groups.
As may be seen in the figure:
1)
Use of public transportation after Covid-19
declined among those 30–39 years old more than in
other age groups.
2)
The decline for those 20–29 years old was
less than that of those 30–39 years old.
3)
The use of public transportation for the
under-20 group did not change much compared to
other groups.
3.4
Use of Own Car
Table 5 presents the number of Chinese tourists
who used their own car for travel after Covid-19 by
age group.
Figure 5 shows the results of the
correspondence analysis, indicating the
relationship between tourists’ use of their own car
after Covid-19 and the respondents’ age groups.
As may be seen in the figure:
1)
The use of their own car after Covid-19
increased for those 30–39 years old, compared to
other age groups.
2)
Meanwhile, the use of their own car
decreased in the under-20 group compared to the
other groups.
3)
Finally, the use of their own car did not
change much for those 20–29 years old compared
to the other groups.
4
Results Part 2: Chinese Tourists’
Willingness to Travel to Japan
4.1
Willingness to Travel to Japan
after Covid-19
Table 6 lists the willingness of Chinese tourists
to take trips to Japan after Covid-19 for each age
group.
Figure 6 presents the results of the
correspondence analysis, revealing the
relationship between willingness to travel to
Japan after Covid-19 and the respondents’ age
groups.
As may be seen in the figure:
1)
Willingness to travel to Japan after
Covid-19 was higher for those 30–39 compared to
other age groups.
2)
On the other hand, willingness to travel to
Japan after Covid-19 was lower for those 20–29
compared to other groups.
3)
Meanwhile, willingness to travel to Japan
after Covid-19 for those under 20 was higher than
for those 20–29 years old.
4.2
Chinese Tourists’ Familiarity with the
Tohoku Area
Table 7 presents the Chinese tourists’ familiarity
with the sightseeing resources of the Tohoku
area.
Figure 7 shows the results of the
correspondence analysis, indicating the
relationship between Chinese tourists’
recognition of these resources and the
respondents’ age groups.
As may be seen in the figure:
1)
Familiarity with the Tohoku area was
somewhat lower for those under 20 than for other
age groups.
2)
The recognition rates for Akita and
Fukushima were quite high for those 20–29
compared to other age groups.
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3)
As to familiarity with the Tohoku area, the
recognition rates for Sendai, Miyagi, and
Yamagata in those 20–29 were rather higher than
that of other groups.
4)
Meanwhile, the recognition rates for
Aomori and Iwate were higher for those 30–39
than for other age groups.
4.3
Chinese
Tourists’
Preference for
Tohoku
area’s Miyako City
Table 8 shows the Chinese tourists’ preference for
the sightseeing resources of the Tohoku area’s
Miyako City.
Figure 8 presents the results of the
correspondence analysis, indicating the
relationship between preference for the sightsee-
ing resources of Miyako City [Fig. 9] and the
respondents’ age groups.
As may be seen in the figure:
1)
In terms of Chinese tourists’ preference for
the Tohoku area’s Miyako City, preference for
Bindon was higher in those in the under-19 group
than in other groups.
2)
Meanwhile, Chinese tourists’ preference for
Tohoku’s Jodogahama and Uminekomaru near
Miyako City was higher among those 20–29 than
for other groups.
2) Finally, preference for the Tohoku area’s
Aonodokutsu near Miyako City was higher among
those 30–39 years old than for other groups.
5
Discussion
Chinese travelers were somewhat indifferent
toward travel during the Covid-19 restrictions,
especially those 20–29 and 30–39 years old. On
the other hand, the behavior of those under 20 did
not change much during the Covid-19 restrictions.
In imagining the post-Covid-19 era, although
those 30–39 years old were willing to travel to
Japan, those 20–29 were neutral about the idea.
According to our results, although familiarity
with Tohoku, a northeastern area of Japan, and
particularly Iwate Prefecture, is very low for
Chinese travelers, their willingness to visit Miyako
City in Iwate Prefecture is rather high. Therefore,
we assume that the number of Chinese travelers
who will visit Miyako depends on trip promotions.
Luo [8] pointed out that the SNS systems
popular in China are quite different from those of
Japan. There is no compatibility between them.
He suggested that those looking to promote
Japanese travel resources to Chinese people should
use Chinese SNS systems.
We definitely agree. To promote the travel
resources of Iwate Prefecture’s Miyako City to
Chinese people, popular Chinese SNS systems
such as Weibo, WeChat, and TikTok should be
used.
Table 2. Frequency of trips
decreased unchanged
increased Under 20Y 31
28 3
20–29Y
149
57
22
30–39Y
36
8
5
Over-39Y
7
0
0
Table 3. Number of visited places
decreased unchanged
increased Under 20Y 38
19 5
20–29Y 155 45 29
30–39Y 36 7 6
Over 39Y 7 0 0
Table 4. Use of public transportation
decreased unchanged increased
Under 20Y
28
20
14
20–29Y
104
92
32
30–39Y
30
14
5
Over 39Y
5
2
0
References:
[1]
JNTO, JNTO data handbook of
tourists to Japan. (In Japanese,
accessed on Dec. 31, 2022)
https://www.jnto.go.jp/jpn/statistics/
datahandbook.html
[2]
Michael
J.
Greenacre, Theory and Applica-
tion of Correspondence Analysis, Academic
Press, 1984.
[3]
Michael J. Greenacre, Correspondence Anal-
ysis in Practice, Third Edition, Chapman and
Hall/CRC, 2017.
[4]
Kazuo Fujimoto, Necessary understanding to
properly interpret the graphical output of the
Corresponding Analysis -Standard Coordinate,
Principal Coordinate-, Journal of Tsuda
College, 49, 141-153, 2017. (In Japanese)
https://cir.nii.ac.jp/crid/ 1050282812598605440
[5]
The R Project for Statistical Computing
https://www.r-project.org/
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[6]
Sightseeing spots in Miyako City (In Japanese,
accessed on Dec.31, 2022) https://www.jodo-
ph.jp/recommends/12432/
[7]
Bindon (In Japanese, accessed on Dec.31,
2022) https://www.miyakocity.jp/bindon/
[8]
Dunyang Luo, Consideration on the prob- lems
of information dissemination between Japan
and China, Proceedings of JITR (Japan
Institute of Tourism Research) Annual
Conference, 289 － 292, 2021. (In Japanese)
https://doi.org/10.18979/jitrproceedings.36.0
289
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Contribution of Individual Authors to the
Creation of a Scientific Article (Ghostwriting
Policy)
The authors equally contributed in the present
research, at all stages from the formulation of the
problem to the final findings and solution.
Sources of Funding for Research Presented in a
Scientific Article or Scientific Article Itself
No funding was received for conducting this study.
Conflict of Interest
The authors have no conflicts of interest to declare
that are relevant to the content of this article.
Creative Commons Attribution License 4.0
(Attribution 4.0 International, CC BY 4.0)
This article is published under the terms of the
Creative Commons Attribution License 4.0
https://creativecommons.org/licenses/by/4.0/deed.en
_US
Fig. 2: Sightseeing resources of Iwate Prefecture's Miyako City in Tohoku. F r o m t o p t o b o t t o m :
J o d o g a h a ma [ 6 ] , Ao n o d o k u t s u [ 6 ] , B i n d o n [ 7 ] , a n d U m i n e k o m a r u [ 6 ] ,
r e s p e c t i v e l y .
Table 5. Use of own car
decreased unchanged increased
Under 20Y
20
22
20
20–29Y
42
114
73
30–39Y
10
21
18
Over 39Y 3 1 3
Table 6. Travel to Japan after Covid-19
negative rather negative neutral rather positive positive
Under 20Y
4
19
7
22
10
20–29Y
15
76
30
63
46
30–39Y
5
11
6
11
16
Over 39Y
0
2
0
2
3
Table 7. Familiarity with the Tohoku area in northeastern Japan
Sendai
Aomori
Iwate
Miyagi
Fukushima
Akita
Yamagata
N.A.
Under 20Y
26
3
2
6
21
31
4
16
20–29Y
84
22
13
32
114
140
17
40
30–39Y
20
9
8
7
29
29
4
11
Over 39Y
5
1
0
0
4
3
1
0
Total
135 (38.2%)
35 (9.9%)
23 (6.5%)
45 (12.7%)
168 (47.6%)
203 (57.5%)
26 (7.4%)
67 (19.0%)
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Fig. 2: Frequency of trips Fig. 3: Number of places visited
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Table 8. Preferences for resources of
Iwate Prefecture's Miyako City in
Tohoku
Jodogahama
Aonodokutsu
Bindon
Uminekomaru
Under 20Y
14
11
29
23
20–29Y
90
67
60
98
30–39Y
17
21
10
18
Over 39Y
2
3
3
2
Fig. 4: Use of public transportation
Fig. 5: Use of own car
Fig. 6: Travel to Japan after Covid-19
Fig. 7: Familiarity with Tohoku area in
northeastern Japan
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Fig. 8: Preference for Miyako City’s spots in
Tohoku
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