Why do Japanese people visit hot springs during a pandemic? A psychographic segmentation analysis. (Special Issue: Covid-19 and outdoor recreation.)

ABSTRACT

An increasing number of tourism studies are focusing on travel anxiety, fear, and worry, especially in light of the COVID-19 pandemic. This study explored the impact of worry on individuals' intentions to visit Japanese hot springs (onsen) during the COVID-19 pandemic. A market survey (N = 1042) was conducted in Tokyo. Psychographic segmentation based on exploratory factor analysis was used to group Japanese respondents. Three separate segments emerged as a result: Concerned Visitors, Carefree Visitors, and Trusting Visitors;these segments were based on perceived threat intensity, perceived infectability, response efficacy, self-efficacy, and crowded perception and attitude. These segments were then profiled using factors based on demographic information and visit intention under three criteria (a) without external travel incentives, (b) with an attractive travel package, or (c) discounts provided by the national Go to Travel campaign. Both attractive package prices and discounts provided by Go to Travel had a small effect on boosting visit intention. Notably, a carefree attitude toward COVID-19 did not increase visit intention and should not be considered a factor that may increase the number of people visiting onsen. Meanwhile, marital status and household composition significantly impacted intention to visit. The segments differed significantly by age, marital status, and family composition, but not gender.