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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

11 7 () () 36% 53% 20% 7% 11% 22% 46% 17% 31% 41% 5% 4% 1% 48% 62% 22% 13% 13% 64% 49% 29% 37% 57% 10% 1% 2% 35% 46% 18% 11% 12% 64% 51% 28% 39% 59% 8% 1% 2% 33% 76% 21% 11% 12% 50% 43% 29% 27% 69% 13% 1% 1% 72% 80% 56% 48% 37% 40% 27% 15% 44% 53% 12% 2% 6% 78% 78% 55% 44% 28% 39% 36% 17% 47% 59% 15% 2% 4% 65% 71% 49% 37% 23% 42% 31% 21% 42% 52% 34% 1% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% () () JNTOJNTO 2010

12 JNTOJNTO

13 JNTOJNTO

14 JNTOJNTO

15 japan-guide.com japan-guide.com japan-guide.comhp 11

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

39 35

40 36

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

42 30 38

43 39

44

45 2,131, % 377, % 264, % 242, % 202, % 114, % 87, % 80, % 65, % 56, % 49, % 46, % 45, % 37, % 34, % 25, % 24, % 24, % 21, % 18, % 16, % 14, % 13, % 11, % 10, % ~9 2 Canadian Tourism CommissionTourism Monthly Snapshot

46 JNTOJNTO

47 43

48 44

49 ,

50 ( 73 ) SIT PR SIT 2 12~ 篪 46

51 B MITSUWA 47

52

53 JNTO 4 DEMA showthe Diving Equipment & Marketing Association 5 PR

54 B to C SNS B to B VJ() PR LA 50

55 VISIT JAPAN 5,00010,000 JAL Welcome to Japan Fare ANA Visit Japan Fare 51

56 (Integrated Resort)

57

58 4 5 Kiku TV 20 JR DVD 54

59 55

60 PR PR 56

61

62 FIT ,500 58

63 Wi-Fi 59

64 60

65 Hokkaido Tourist Map

66 PR PR 62

67 4555 SEOSearch Engine Optimization 63

68 2 64

69 FIT JNTO FIT 65

70 60 JNTO 66

71 Face to Face 67

72 ,000 9, ,

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74 70

75 71

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79 IASF WASC2012 WASC WASC-World Airlines Ski Championships IASF IASF-International Airlines Ski Federation 150 WASC 2012 in Niseko( ) PR 75

80 km 180.2km 42.2km 226.2km 15 2, ,

81 77

82 78

83

84 (n=138) (n=50) 7% 8% 12% 16% 44% 28% 57% 28% 0% 20% 40% 60% 0% 20% 40% 60% (n=65) (n=12) (n=4) (n=5) 80

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

87

88 3 0 (n=33) (n=31) (n=30) (n=33) 17 (n=33) (n=11 (n=23)

89 (n=32 ) n= (n=33) (n=7) n= n=

90 (n=30) Lonely PlanetWeb TripAdvisorHokkaido GuideWikitravel (n= Web (n= Eyewitness Travel Japan 0 Trip Advisor 11 Gateway to Japan Let's Go Japan 0 0 Wikitravel Japan National Tourisum Organization Hokkaido Guide(japan guide.com) Lonely Planet 4 Hokkaido Travel Guide 1 Rough Guides Japan 0 1 Twitter Facebook n= n= Wikitravel 4 1 Japan guide.com 1 1 Rough Guides Japan 1 86

91 n= n= P7 n=

92 ATM n= ATM JNTO Lonely PlanetTripAdvisor PR 2 88

93 OTAOnline Travel Agent (n=65) Lonely Planet 72% Rough Guides Japan Eyewitness Travel Japan Let s Go Japan 11% 9% 12% Gateway to Japan 23% 0% 10% 20% 30% 40% 50% 60% 70% 80% 89

94 1973 Across Asia on the Cheap 2007 BBC Worldwide Lonely Planet Craig McLachlan 1990 Paradise Promotions Ltd Tanken Tours Ltd Wilderness Adventures Ltd 1997 Hiking in Japan 90

95 Webhttp:// (77 )(74 )Sapporo & Hokkaido

96 1 2 1 Wild Hokkaido P593 2Skiing P564 92

97 ( ) Ghenghis Khan

98 :30AM-10:00PM 9:00AM-3:40PM JR :15AM-3:45PM JR 94

99 P :45AM-5:00PM JR 3, P.600 P.600 P.598 P

100 96 Must-visit recommendation

101 97

102 Lonely planet Japan 13th edition Must-visit recommendation 98

103 99

104 100

105 101

106 Lonely planet Japan 13th edition Must-visit recommendation 102

107 103

108 104

109 Lonely planet Japan 13th edition Must-visit recommendation 105

110 106

111 107

112 108

113 Lonely planet Japan 13th edition Must-visit recommendation 109

114 110

115 111

116 112

117 113

118 Lonely planet Japan 13th edition Must-visit recommendation 114

119 Online Travel AgentOTA OTA 24 OTA Booking.com Agoda OTA OTA 7 OTA (n=30)

120 116

121 117

122 118

123 119

124 120

125 121

126 122

127

128 124

129 125

130 52 17,000 2, PR 2 30 PR Luxury Travel Exchange International 2012 JTB USA IACE Travel 126

131 (*) 5 5 CWTS Sato Travel 60 21, ,

132 23 LCC

133 H.I.S 1980 ACROSSNo.1 ACROSSNo.1 6 1) /+ 2-4 ) SPA ) & ++ OK

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135 1) ) SIT ) 4) JTB

136 2010 7, FIT JR SIT

137 Web DFTJR JCB SNS Share your WOW! Japan Photo Contest PR 133

138 3 FIT 3 FIT SIT TripAdvisor PR PR PR 134

139

140 FIT SIT PR PR PR 136

141 137

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