The government,in formulating the tourism policies for the post-coronavirus era, is aiming at increased spending on “entertainment and recreational services”. These policies, however, are from the viewpoint of the government and Japanese businesses, so there exists a possibility that they are significantly deviated from the needs of Chinese tourists. This is because a key point in tourism is to focus on the consumption process from the consumers’ standpoint.
With this in mind, we consider marketing activities geared to inbound tourists from China using a value co-creation marketing approach. This paper gathers data focusing on the processes that take place before, during, and after consumption from the standpoint of value co-creation marketing. The purpose of this paper is to categorize such data from the viewpoint of customers’ intentions.
Research papers (publications of university or research institution)
