Rakuten Travel conducted a survey on the actual situation and awareness of “support consumption” in the travel field.
“Support consumption” is a consumption style in which goods and services are purchased for the purpose of supporting and supporting the community and businesses working there. In the field of travel and tourism in Japan as well, we investigated the experience, interests, and issues of “supporting consumption” through travel, while there are areas and businesses affected by natural disasters and the Korona-ka.
As a result of the survey, 30.6% of the respondents experienced supportive consumption through travel. The experience rate for men in their 20s is the highest at 43.6%, followed by men in their 60s at 35.5%. Among women, those in their 40s had the highest ratio at 33.3%. By gender, the experience rate of men is about 3 points higher than that of women. The lowest experience rate was for women in their 20s at 21.7%, followed by women in their 30s at 23.8%.
55.4% were interested in cheering consumption through future trips, 37.1% said they didn’t know, and 7.5% said they didn’t want to do it. Unlike the experience rate response, women’s intentions are 3 points higher than men’s. In addition, 90.2% of the respondents who answered that they “have experience of cheering and consuming through travel” will continue to “want to do it”, and there is a high tendency for experienced people to re-implement. On the other hand, 40.1% of inexperienced people answered that they would like to do it. Women in their 40s have the highest intention at 64.8%, followed by 59.1% in their 60s. Males have the highest intention in their 20s at 62.4%, followed by 57.4% in their 30s, showing a positive tendency among young people.
The most common reasons for wanting to support and consume through travel are “pleasing people in the region and businesses” (60.5%), followed by “more satisfaction with travel” (51.4%) and “local economy”. Sustainability of businesses, culture, etc. ”(42.7%). In addition, regardless of gender, “because I like / are interested in support activities such as volunteering” is higher in the 20s than in many generations. On the other hand, those in their 40s have a high response rate of “increasing travel satisfaction,” “creating memories and topics,” and “educating children and families,” adding value and enhancing travel through supportive consumption. I also heard the tendency to expect. Furthermore, those in their 60s have a higher response rate for “sustainability of local economies, businesses, culture, etc.” than other age groups.
When asked about the destinations of consumers who have experience of cheering and consuming through travel, the top three were “hotels and inns” (80.2%), “restaurants” (72.9%), and “special products and souvenir shops” (68.4%). rice field. Women are more likely to use “special products and souvenir shops” than men, and men are more likely to use “sports facilities” and “theme parks and amusement parks” than women. “Use of restaurants” tended to be higher among women in their 50s and 60s. In addition, males in their 20s had a high response rate for “museums, museums, museums, flora and fauna, aquariums,” “theme parks, amusement parks,” “sports facilities,” and “local activities and guided tours.”
“Mass media” (53.1%) was the most common source of information that local communities and businesses needed support and support, followed by “local governments, accommodations, restaurants” (43.6%), and “travel agencies”. Information dissemination from, travel plans, discount coupons ”(40.5%). On the other hand, “posting on SNS” was low at 19.6%. In addition, 63.6% of men in their 20s who have the highest experience rate of cheering consumption are “directly from local governments, accommodation facilities, restaurants”, and 71.1% of men in their 60s who have the next highest experience rate are information from “mass media”. The result was that In addition, less than 10% of both men and women in their 50s and 60s chose “posting on SNS.”
The challenges in consuming support through travel are “not enough budget to support and support” (30.5%) and “not enough travel period to support and support” (26.2%). In addition to the issues on the part of the people, “I don’t know how safe it is to travel to the area” (27.0%), “I don’t know if the area or business will welcome or accept travelers. The situation of the recipients, “No” (25.2%), is also in the top. In addition, men in their twenties, who have a high experience rate of cheering consumption through travel, were more likely to select “people traveling with them are not interested in cheering consumption” than in other age groups, but they have experience of cheering consumption. The response rate of “I don’t know how to consume support” is high among those who do not have it or women in their 20s who have a low experience rate.