Can Senior Travelers Save Japanese Hot Springs? A Psychographic Segmentation of Visitors and Their Intention to Visit Onsen Establishments during COVID-19
Abstract
:1. Introduction
2. Literature Review
2.1. Tourism Risk Perception
2.2. Travel Worry and Travel Fear
2.3. Defining Senior Travelers
2.4. Senior Market Segmentation
2.5. Travel Constraints, Travel Worry, Travel Fear, and Perceived Risks of Senior Travelers
3. Methodology
3.1. Survey Design
3.2. Sampling and Data Collection Method
3.3. Analysis
4. Results
4.1. Demographic Profile of the Respondents
4.2. Factor Analysis: Perception and Attitude toward COVID-19
4.3. Segmentation Analysis
4.4. Motivation to Visit Onsen
4.5. Cluster Profiles
5. Discussion and Conclusions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Characteristics | Frequency | Percent |
---|---|---|
Sex Men Women | 226 281 | 44.6 55.4 |
Age (in years) 55–59 60–64 65–69 70–74 >75 | 76 188 118 88 34 | 15.6 37.1 23.3 17.4 6.7 |
Marital status Single Married/divorced/widowed | 75 432 | 14.8 85.2 |
Children Children in household Children but not in household No children | 133 193 181 | 26.2 38.1 35.7 |
Occupation Company work (general employee) Company work (managerial position) Company management (manager/executive) Civil servants, faculty and staff, nonprofit organization staff Temporary staff/contract employees Self-employed (commercial and industrial service) Small office/Home office Professionals (lawyers, tax accountants, medical related, etc.) Part-time job Full-time housewife/homemaker Unemployed Other occupations | 34 25 22 15 30 38 10 10 47 133 127 16 | 6.7 4.9 4.3 3.0 5.9 7.5 2.0 2.0 9.3 26.2 25.0 3.2 |
Mean | Std. Dev. | Factor Loadings | Variance Explained | Cronbach’s Alpha | |
---|---|---|---|---|---|
F1: Response Efficacy | 28.29 | 0.928 | |||
Measures that can be taken to stop onsen visitors being infected by COVID-19 are adequate. | 4.25 | 1.16 | 0.944 | ||
Protective measures to stop onsen visitors from being infected by COVID-19 are adequate. | 4.13 | 1.12 | 0.904 | ||
Available measures to protect myself from being infected by COVID-19 in onsen are effective. | 4.40 | 1.22 | 0.884 | ||
Efforts of onsen to keep safe from COVID-19 threats are effective. | 4.51 | 1.17 | 0.867 | ||
It is less likely to be exposed to the COVID-19 threat in onsen if performing the preventive measures. | 4.27 | 1.21 | 0.614 | ||
F2: Perceived COVID-19 Infectability | 19.99 | 0.892 | |||
If I catch COVID-19, it may hit me harder than others. | 4.24 | 1.31 | 0.922 | ||
I think I am one of those who will have more severe symptoms if I get COVID-19. | 4.32 | 1.28 | 0.906 | ||
In general, I am more likely than the people around me to catch COVID-19. | 3.67 | 1.09 | 0.755 | ||
My past experiences make me believe I am likely to get sick if anyone around me is sick already. | 4.23 | 1.25 | 0.696 | ||
If an illness like COVID-19 is “going around”, I will get it. | 4.21 | 1.14 | 0.664 | ||
F3: Self-Efficacy | 10.16 | 0.867 | |||
I have the necessary skills and equipment to protect myself from being infected by COVID-19. | 4.15 | 1.05 | 0.926 | ||
My skills and equipment to stop being infected by COVID-19 are adequate. | 3.91 | 1.01 | 0.867 | ||
I could learn to perform preventive measures to protect myself from being infected by COVID-19. | 4.51 | 1.02 | 0.711 | ||
Taking measures to prevent COVID-19 infection is easy for me. | 4.42 | 1.15 | 0.658 | ||
F4: Crowding Perception and Feeling | 8.72 | 0.711 | |||
It is not crowded in this scene. | 5.65 | 0.91 | 0.787 | ||
I feel comfortable looking at this scene. | 4.74 | 1.25 | 0.710 | ||
People in this picture are not likely to bump into or brush each other. | 5.46 | 1.25 | 0.544 | ||
F5: Perceived Threat Severity | 7.25 | 0.811 | |||
COVID-19 is a health threat to onsen visitors. | 4.24 | 1.34 | 0.910 | ||
COVID-19 poses infection consequences to onsen visitors. | 3.87 | 1.12 | 0.762 |
Trusting Seniors | Indifferent Seniors | Concerned Seniors | ||||
---|---|---|---|---|---|---|
Mean | Mean | Mean | F-Value | Sig. (a) | Post Hoc (b) | |
F1: Response Efficacy | 5.372 | 2.957 | 3.062 | 177.828 | 0.000 | 0.000 |
F2: Perceived COVID-19 Infectability | 4.290 | 3.500 | 4.650 | 86.851 | 0.000 | 0.000 |
F3: Self-Efficacy | 4.995 | 4.155 | 3.755 | 131.010 | 0.000 | 0.000 |
F4: Crowding Perception and Feeling | 5.838 | 5.430 | 4.709 | 104.602 | 0.000 | 0.000 |
F5: Perceived Threat Severity | 3.970 | 3.555 | 4.615 | 64.059 | 0.000 | 0.000 |
Discriminant Function | Eigenvalue | % of Variance | Cumulative % | Canonical Correlation | Wilks Lambda | Chi-Square | df | Sig. |
---|---|---|---|---|---|---|---|---|
1 | 1.300 | 70.2 | 70.2 | 0.752 | 0.280 | 639.245 | 10 | 0.000 |
2 | 0.553 | 29.8 | 100.0 | 0.597 | 0.644 | 221.049 | 4 | 0.000 |
Segment | Predicted Group Membership | Total Number of Cases | ||
---|---|---|---|---|
1 | 2 | 3 | ||
Trusting seniors | 129 (90.8%) | 9 (6.3%) | 4 (2.8%) | 142 |
Indifferent seniors | 4 (2.2%) | 171 (94.0%) | 7 (3.8%) | 182 |
Concerned seniors | 2 (1.1%) | 4 (2.2%) | 177 (96.7%) | 183 |
Characteristics | Trusting Seniors N = 142 | Indifferent Seniors N = 182 | Concerned Seniors N = 183 | ||
---|---|---|---|---|---|
Sex | Male | 66 (46.5%) | 87 (47.8%) | 73 (39.9%) | χ2 = 2.601, df = 2, p = 0.272 |
Female | 76 (53.5%) | 95 (52.2%) | 110 (60.1%) | ||
Age | 55–59 | 14 (9.9%) | 34 (18.7%) | 31 (16.9%) | χ2 = 13.018, df = 6, p < 0.05 |
60–64 | 53 (37.3%) | 73 (40.1%) | 62 (33.9%) | ||
65–69 | 29 (20.4%) | 42 (23.1%) | 47 (25.7%) | ||
>70 | 46 (32.4%) | 33 (18.1%) | 43 (23.5%) | ||
Marital status | Single | 12 (8.5%) | 26 (14.3%) | 37 (20.2%) | χ2 = 8.843, df = 2, p < 0.05 |
married/divorced/ widowed | 130 (91.5%) | 156 (85.7%) | 146 (79.8%) | ||
Children | Children in household | 30 (21.1%) | 50 (27.5%) | 53 (29.0%) | χ2 = 7.700, df = 4, p = 0.103 |
Children but not in household | 64 (45.1%) | 72 (39.6%) | 57 (31.1%) | ||
No children | 48 (33.8%) | 60 (33.0%) | 73 (39.9%) | ||
Worry * | Mean | 4.20 | 4.13 | 5.48 | χ2 = 58.81, df = 2, p < 0.01 |
Intention to visit | YES: Without external incentive | 35.9% | 24.7% | 15.8% | χ2 = 25.502, df = 4, p < 0.01 |
YES: With attractive package price | 42.3% | 27.5% | 15.3% | χ2 = 32.823, df = 4, p < 0.01 | |
YES: With government campaign incentive | 45.1% | 28.6% | 16.4% | χ2 = 36.389, df = 4, p < 0.01 |
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Handler, I. Can Senior Travelers Save Japanese Hot Springs? A Psychographic Segmentation of Visitors and Their Intention to Visit Onsen Establishments during COVID-19. Sustainability 2022, 14, 2306. https://doi.org/10.3390/su14042306
Handler I. Can Senior Travelers Save Japanese Hot Springs? A Psychographic Segmentation of Visitors and Their Intention to Visit Onsen Establishments during COVID-19. Sustainability. 2022; 14(4):2306. https://doi.org/10.3390/su14042306
Chicago/Turabian StyleHandler, Isabell. 2022. "Can Senior Travelers Save Japanese Hot Springs? A Psychographic Segmentation of Visitors and Their Intention to Visit Onsen Establishments during COVID-19" Sustainability 14, no. 4: 2306. https://doi.org/10.3390/su14042306