Conduct comprehensive research projects and studies

Following a drop in number of visitors since 2011, Japan Tourist Board wanted to conduct research to understand what drove Japan’s reputation and image among travellers going to Japan and other destinations in Asia. Later on, Japan Tourist Board wanted to conduct a marketing research to evaluate the MICE potential in the French market for Japan. Both studies have been conducted under Interface Tourism management.

5 February 2016
5 February 2016


What we've achieved

A first research was carried out to understand the current perception of Japan and its tourist products among French travellers and what were the main obstacles to visit Japan. A wide “hybrid research programme” combining a qualitative phase and a quantitative phase for both B2B and B2C targets was carried out with telephone & face to face interviews with long haul destination travellers & wealthy travellers, an online survey with 600 travellers providing reputational research, as well as qualitative interviews with tour operators & travel agents.

Later on, the Japan Tourist Board requested Interface Tourism to conduct a market research exercise to evaluate the MICE potential for Japan in the French market. We undertook this activity with telephone interviews with MICE agencies; analysis of the results which allowed us to develop recommendations for the promotion of Japan in the MICE segment in France.

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