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2012 10 2013 6 26 2012 10 1

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2012 (1 12 ) 835.8 204.3 24% 146.6 17% 142.5 17 71.7 (9%) 13.5 2% 2012 34.4%2010 2.9% 10 2 1,000 900 800 700 600 500 400 300 200 100 0 JNTOJNTO 3

2013 24 1,036 4 1964 1,000 2010 861 1 JNTO2014 1 17 11.5 12.9 JNTO2014 1 17 4

2012 790,400 23,700 3% 9,400 1.2% 2012 38.72010 6.6% 45.4 42.4 2010 11.8 1.1%, 9,400, 1%, 23,700, 3%, 29,400, 4%,, 72,600, 9% 102,200, 13%, 148,700, 19%, 123,600, 16%, 280,800, 35% 90 80 70 60 50 40 30 20 10 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2010 5

1 300 250 200 150 100 50 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 4 3.5 3 2.5 2 1.3 1.5 1.2 1.1 1.2 1 0.5 0 1.4 3.8 1.5 2.0 1.4 H15~H24 6

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

JNTOJNTO 2010 8

JNTOJNTO 2010 9

JNTOJNTO 2010 10

japan-guide.com 100 30 2 100 6 japan-guide.com japan-guide.comhp 11

100 japan-guide.com 12

100 japan-guide.com() japan-guide.comhp 13

37.0 JNTO 2011 21 14 JNTOJNTO 2011 14

JNTOJNTO 2011 1,750 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 75,00099,999 100,000124,999 125,000149,999 150,000199,999 200,000249,999 250,000299,999 300,000 0% 5% 10% 15% 20% JNTOJNTO 2011 15

2012 2,850 9.1 14.5 71.7 2.5 23,700 3.3% 2010 10 2011 17 ITA2011 United States Resident Travel Abroad 1 2007 2008 2011 400 16

2008 2012 700 600 500 400 300 200 100 0 65 58 70 61 77 67 115 118 179 212 77 72 2008 2012 JNTO JNTOJNTO 2011 JNTOJNTO 2011 17

13.7 2010 JNTOJNTO 2011 60% 30% Affinity Group MICE 18

JNTOJNTO 2011 JNTOJNTO 2011 19

70 80 2010 () 100 80 60 40 20 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 4.0% 3.0% 2.0% 1.0% 0.0% 2004 2005 2006 2007 2008 2009 2010 2011 2012 25 20 15 10 5 0 JNTO / 2004 2012 JNTO1 12 4 3 JNTOJNTO 2011 20

64.1 35.93050 2 0 9 10 19 20 29 30 39 40 49 50 59 60 12% 12% 24% 56% 45% 23% 19% 8% 0% 5% 10% 15% 20% 0% 20% 40% 60% 80% 100% JNTOJNTO 2011 2012 64% 14% 6% 9% 7% 9% 91% 43% 17% 11% 18% 12% 39% 61% 0% 20% 40% 60% 80% 100% 1 3 2012 0% 20% 40% 60% 80% 100% 2012 34% 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% 2012 0% 20% 40% 60% 80% 100% 2012 21

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2012 3,483 2006 JNTOJNTO 2011 1,750 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 75,00099,999 100,000124,999 125,000149,999 150,000199,999 200,000249,999 250,000299,999 300,000 0% 5% 10% 15% 20% JNTOJNTO 2011 23

2012 957 27.5 14.5 13.5 1.4 9,400 6.9% 2008 2012 180 160 140 120 100 80 60 40 20 0 12 13 10 10 22 18 39 38 53 71 17 14 2008 2012 JNTO JNTOJNTO 2011 24

1 () 25

() JNTOJNTO 2011 26

JNTOJNTO 2011 27

14 17 2010 20 15 10 5 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 2004 2005 2006 2007 2008 2009 2010 2011 2012 8.0% 10 6.0% 8 4.0% 6 4 2.0% 2 0.0% 0 JNTO / 2004 2012 JNTO1 12 4 3 28

57.3 42.73040 2 0 9 10 19 20 29 30 39 40 49 50 59 60 0% 5% 10% 15% JNTOJNTO 2011 10% 23% 38% 29% 12% 56% 23% 8% 0% 20% 40% 60% 80% 100% 2012 61% 15% 6% 11% 6% 9% 91% 43% 17% 11% 18% 12% 39% 61% 0% 20% 40% 60% 80% 100% 1 3 2012 0% 20% 40% 60% 80% 100% 2012 28% 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% 2012 0% 20% 40% 60% 80% 100% 2012 29

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13.7 27 0.8 38,821.728 38,863.082 39,780.318 41,445.137 44,127.469 47,140.552 49,920.516 51,611.033 51,919.066 49,203.640 49,531.626 50,657.796 52,665.712 Regional Data http://www.bea.gov/itable/itable.cfm?reqid=70&step=1#reqid=70&step=1&isuri=1 *1 Population Estimates http://www.census.gov/popest/data/intercensal/state/st-est00int-02.html *2 31

35,438,572 100.0% 21,453,934 60.5% 2,299,072 6.5% 362,801 1.0% 4,861,007 13.7% 528,176 1.5% 1,253,102 3.5% 1,195,580 3.4% 272,528 0.8% 451,892 1.3% 581,946 1.6% 577,783 1.6% 144,386 0.4% 21,423 0.1% 24,299 0.1% 40,900 0.1% 57,764 0.2% 6,317,372 17.8% 2010 Census Demographic Profile_Characteristics, California State 300 2011 60 ITAProfile of U.S. Travelers Visiting Overseas Destinations2007-2011 32

ITA2011 United States Resident Travel Abroad 1 2007 2008 2011 400 33

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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2010 18 6 18 http://www.bea.gov/itable/itable.cfm?reqid=70&step=1#reqid=70&step=1&isuri=1 *1: *2: U.S. Census BureauHawaii State Department of Business, Economic Development & Tourism, Statistics & Data Support Branch, Databook (annual). 1,039,672 100.0% 336,599 32.4% 21,424 2.1% 4,164 0.4% 525,078 50.5% 2,201 0.2% 54,955 5.3% 197,497 19.0% 185,502 17.8% 24,203 2.3% 9,779 0.9% 50,941 4.9% 135,422 13.0% 80,337 7.7% 2,700 0.3% 18,287 1.8% 34,098 3.3% 16,985 1.6% 2010 Census Demographic Profile_Characteristics, Hawaii State 37

30 38

39

2 5 1.2 40

2,131,295 100.0% 377,550 17.7% 264,515 12.4% 242,610 11.4% 202,465 9.5% 114,130 5.4% 87,025 4.1% 80,975 3.8% 65,250 3.1% 56,660 2.7% 49,480 2.3% 46,105 2.2% 45,680 2.1% 37,450 1.8% 34,830 1.6% 25,305 1.2% 24,640 1.2% 24,585 1.2% 21,740 1.0% 18,580 0.9% 16,730 0.8% 14,510 0.7% 13,035 0.6% 11,925 0.6% 10,580 0.5% 2012 957 20062010 15 17 8~9 2 Canadian Tourism CommissionTourism Monthly Snapshot2009-2012 41

JNTOJNTO 2011 2008 2010 42

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44

2013 9 2324 2013 9 23 24 2013 7 472,500 10.6 45

2010 200 3 ( 73 ) 200 3 SIT PR SIT 2 12~13 14 9 1 篪 46

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2013 9 2527 2013 9 25 27 1030 (Integrated Resort) 2013 6 52

9 3040 28 30 4 5 53

4 5 Kiku TV 20 JR DVD 54

55

PR PR 56

2013 9 2527 2013 9 25 27 57

FIT 2014 17 6,500 58

Wi-Fi 59

60

2 23 7 10 Hokkaido Tourist Map 3 2 61

PR PR 62

4555 SEOSearch Engine Optimization 63

2 64

FIT JNTO FIT 65

60 JNTO 66

Face to Face 67

2012 1 12 151,000 9,143 6.1 2,121 1.4 68

4 10 2005 2010 2011 2012 15.1 2013 20 200,000 150,000 100,000 50,000 0 16,004 18,487 11,264 15,386 16,280 12,940 15,210 7,370 2005 2006 2007 2008 2009 2010 2011 2012 69

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2013 402 4 10 14 1 35 2014 21 700 73

2012 11 2013 4 5,134 144 1,181 1312013 11 12 1,389 164 137 147 2013 5 10 866 202 96 229 74

2012 3 IASF WASC2012 WASC WASC-World Airlines Ski Championships IASF1960 2 3 500 600 IASF-International Airlines Ski Federation 150 WASC 2012 in Niseko(2012 3 4 8 ) 35 420 900 1978 34 2 PR 75

200 3.8km 180.2km 42.2km 226.2km 15 2,000 500 1,500 2014 8 300 45 76

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2013 12 1921 138 50 79

(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

138 16 5 50 10 2 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

(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

2014 2 33 2014 2 83

3 0 (n=33) (n=31) 1 16 13 30 1 7 1 2 2 (n=30) 1 7 1 1 1 1 1 1 0 0 4 16 (n=33) 17 (n=33) 0 0 4 2 20 20 4 30 40 23 50 60 70 (n=11 (n=23) 2 6 1 5 24 24 4 16 5 5 84

(n=32 ) 0 5 10 15 20 25 30 35 n=33 0 5 10 15 20 25 31 20 23 2 20 3 10 21 0 8 (n=33) 0 5 10 15 20 25 30 (n=7) 0 1 2 3 4 5 6 3 3 24 2 24 3 5 5 0 10 n=7 0 1 2 3 4 5 13 0 13 n=24 0 2 4 6 8 10 12 14 16 5 46 1 46 15 79 1 79 2 1019 3 1019 1 20 2 20 1 85

(n=30) 0 5 10 15 20 25 30 35 1 0 29 0 Lonely PlanetWeb TripAdvisorHokkaido GuideWikitravel (n=5 0 1 2 3 4 5 Web (n=27 0 1 2 3 4 5 6 7 8 9 10 11 12 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) 1 7 10 Lonely Planet 4 Hokkaido Travel Guide 1 Rough Guides Japan 0 1 Twitter Facebook 1 4 6 n=10 0 1 2 3 4 5 6 7 8 9 10 n=16 0 1 2 3 4 5 6 7 8 9 10 11 7 10 9 Wikitravel 4 1 Japan guide.com 1 1 Rough Guides Japan 1 86

n=29 0 5 10 15 20 1 5 17 6 3 1 2 3 1 1 5 2 n=25 0 1 2 3 4 5 6 7 8 9 10 9.0 8.5 8.3 8.3 8.0 9.0 10.0 9.3 7.0 9.0 9.0 10.0 P7 n=29 0 5 10 15 20 25 30 27 25 25 27 3 1 0 2 0 1 1 7 7 7 7 13 27 87

ATM n=11 0 5 10 15 20 25 ATM 4 3 4 4 JNTO Lonely PlanetTripAdvisor PR 2 88

OTAOnline Travel Agent 2012 18.5 2012 674 2 732 3 599 4 759 (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

1973 Across Asia on the Cheap 2007 BBC Worldwide Lonely Planet 752011 9 100 Craig McLachlan 1990 Paradise Promotions Ltd Tanken Tours Ltd Wilderness Adventures Ltd 1997 Hiking in Japan 90

1999 2001 10 Webhttp://www.chrisrowthorn.com/ 878 80 (77 )(74 )Sapporo & Hokkaido 66 25 16 33 91

1 2 1 Wild Hokkaido P593 2Skiing P564 92

1878 3 ( ) Ghenghis Khan 3 1 1 1 93

1876 11:30AM-10:00PM 9:00AM-3:40PM JR 1 1 200 4 4 63 8 7 9:15AM-3:45PM 40 20 5 JR 94

P541 750 8:45AM-5:00PM JR 3,2001 237 P.600 P.600 P.598 P.549 230 40 95

96 Must-visit recommendation

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Lonely planet Japan 13th edition Must-visit recommendation 98

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Lonely planet Japan 13th edition Must-visit recommendation 102

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Lonely planet Japan 13th edition Must-visit recommendation 105

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Lonely planet Japan 13th edition Must-visit recommendation 109

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Lonely planet Japan 13th edition Must-visit recommendation 114

Online Travel AgentOTA OTA 24 OTA Booking.com Agoda OTA OTA 7 OTA (n=30) 0 5 10 15 20 25 30 35 1 0 29 0 115

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9 4 2012 9 123

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52 17,000 2,400 2 2013 PR 2 30 PR 2012 11 Luxury Travel Exchange International 2012 JTB USA IACE Travel 126

2014-2015 (*) 5 5 CWTS Sato Travel 60 21,000 14 187 1,300 127

23 LCC 15 128

H.I.S 1980 ACROSSNo.1 ACROSSNo.1 6 1) /+ 2-4 ) 3 2-3 2-4 SPA 2-4 - - 2) & ++ OK 3-5 3-5 3-5 3-5 3-5 3-5 4 129

ACROSSNo.1 3) +JR + +JR 3 4) 5) LCC + 2-3 APA / 2-4 NOVOTEL 2-4 2-3 NOVOTEL 6) ++JR 3 ++ 3 + 2-4 + 3 1948 42 All by One JHTJapn Holiday Tour1 130

1) 5-7 ----- 10 7 12 10 2) SIT ----- ----- --- --- - 3) 4) --- --- ----- - 1970 JTB 3 3 131

2010 7,628 617 127 FIT 4 5 1 JR 3 2006 1979 SIT 2007 132

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

3 FIT 3 FIT SIT TripAdvisor PR PR PR 134

3 2.5 4 5 135

FIT SIT PR PR PR 136

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