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7 2012 (1 12 ) % % (9%) % % % , JNTOJNTO 3
8 , , JNTO JNTO
9 ,400 23,700 3% 9, % % %, 9,400, 1%, 23,700, 3%, 29,400, 4%,, 72,600, 9% 102,200, 13%, 148,700, 19%, 123,600, 16%, 280,800, 35%
10 H15~H24 6
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12 JNTOJNTO
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16 100 japan-guide.com 12
17 100 japan-guide.com() japan-guide.comhp 13
18 37.0 JNTO JNTOJNTO
19 JNTOJNTO ,750 1,7502,499 2,5004,999 5,0007,499 7,5009,999 10,00014,999 15,00024,999 25,00034,999 35,00044,999 45,00054,999 55,00064,999 65,00074,999 75,00099, ,000124, ,000149, ,000199, ,000249, ,000299, ,000 0% 5% 10% 15% 20% JNTOJNTO
20 2012 2, , % ITA2011 United States Resident Travel Abroad
21 JNTO JNTOJNTO 2011 JNTOJNTO
22 JNTOJNTO % 30% Affinity Group MICE 18
23 JNTOJNTO 2011 JNTOJNTO
24 () % 3.0% 2.0% 1.0% 0.0% JNTO / JNTO JNTOJNTO
25 % 12% 24% 56% 45% 23% 19% 8% 0% 5% 10% 15% 20% 0% 20% 40% 60% 80% 100% JNTOJNTO % 14% 6% 9% 7% 9% 91% 43% 17% 11% 18% 12% 39% 61% 0% 20% 40% 60% 80% 100% % 20% 40% 60% 80% 100% % 25% 20% 2% 20% 81% 21% 2% 17% 9% 15% 19% 36% 8% 25% 88% 26% 1% 7% 4% 0% 20% 40% 60% 80% 100% % 20% 40% 60% 80% 100%
26 22
27 2012 3, JNTOJNTO ,750 1,7502,499 2,5004,999 5,0007,499 7,5009,999 10,00014,999 15,00024,999 25,00034,999 35,00044,999 45,00054,999 55,00064,999 65,00074,999 75,00099, ,000124, ,000149, ,000199, ,000249, ,000299, ,000 0% 5% 10% 15% 20% JNTOJNTO
28 , % JNTO JNTOJNTO
29 1 () 25
30 () JNTOJNTO
31 JNTOJNTO
32 % % 8 4.0% % 2 0.0% 0 JNTO / JNTO
33 % 5% 10% 15% JNTOJNTO % 23% 38% 29% 12% 56% 23% 8% 0% 20% 40% 60% 80% 100% % 15% 6% 11% 6% 9% 91% 43% 17% 11% 18% 12% 39% 61% 0% 20% 40% 60% 80% 100% % 20% 40% 60% 80% 100% % 26% 20% 1% 25% 82% 26% 2% 14% 10% 15% 19% 36% 8% 25% 88% 26% 1% 7% 4% 0% 20% 40% 60% 80% 100% % 20% 40% 60% 80% 100%
34 30
35 , , , , , , , , , , , , , Regional Data *1 Population Estimates *2 31
36 35,438, % 21,453, % 2,299, % 362, % 4,861, % 528, % 1,253, % 1,195, % 272, % 451, % 581, % 577, % 144, % 21, % 24, % 40, % 57, % 6,317, % 2010 Census Demographic Profile_Characteristics, California State ITAProfile of U.S. Travelers Visiting Overseas Destinations
37 ITA2011 United States Resident Travel Abroad
38 AJU Tour Cox & kings, The Americas HIS H.I.S.International (L.A.),Inc. OpenCoast 50 Yamato Travel Bureau Travelstore IACETravel JTB USA, Inc Travel Oriented Inc Japan Deluxe Tour Kintetsu International NTA America 1975SinatureCA JNTO 34
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41 *1: *2: U.S. Census BureauHawaii State Department of Business, Economic Development & Tourism, Statistics & Data Support Branch, Databook (annual). 1,039, % 336, % 21, % 4, % 525, % 2, % 54, % 197, % 185, % 24, % 9, % 50, % 135, % 80, % 2, % 18, % 34, % 16, % 2010 Census Demographic Profile_Characteristics, Hawaii State 37
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85 Sapporo 0% 20% 40% 60% 80% 100% (n=179) (n=73) (n=37) (n=9) (n=11) (n=22) (n=14) (n=8) (n=5) 0% 20% 40% 60% 80% 100% (n=177) (n=71) (n=37) (n=9) (n=11) (n=22) (n=14) (n=8) (n=5) (n=130) (n=47) 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% Lonely PlanetTripAdvisor 81
86 (n=65) (n=107) Lonely Planet Rough Guides Japan Eyewitness Travel Japan 12% 11% 72% TripAdvisor Facebook Wikitravel Japan National Tourism Organization 15% 22% 24% 47% Let s Go Japan Gateway to Japan 9% 23% Hokkaido Guide(japan guide.com) Twitter Hokkaido Travel Guide 5% 13% 35% 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% Lonely PlanetTripAdvisor 82
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102 Lonely planet Japan 13th edition Must-visit recommendation 98
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106 Lonely planet Japan 13th edition Must-visit recommendation 102
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119 Online Travel AgentOTA OTA 24 OTA Booking.com Agoda OTA OTA 7 OTA (n=30)
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