中国人旅行者の観光土産のブランド認知 : 人気観光土産に対するブランド態度と消費者関与

Up until 2019, Japan has seen an increase in the number of foreign tourists; the numberstood at 32 million in 2019. In fiscal 2019, the number of inbound tourists increased by 2.2%on a year-on-year basis. Travel consumption was valued at JPY4.81 trillion, which isprimarily attributable to tourists from China.This study proposes a new viewpoint on the travel souvenir-related purchasing behaviorof Chinese tourists in Japan. The purchase of a travel souvenir is typically a one-timepurchase during a visit to a location. To increase the sales of travel souvenirs, it is importantto promote repeat purchases. To ensure such purchases, it is necessary to create brandawareness and increase brand accessibility, so that the tourist can easily recall the brandname and place a repeat order even from their home location.This study focuses on Chinese tourists’ brand awareness. Attitude to the brand isconstructed of three components: cognition, affect, and behavior. The attitude is affected byconsumer involvement. This study developed a validation model and clarified how consumerinvolvement and Japan-visit experience affected the attitude to“ Shiroikoibito,” the mostpopular travel souvenir. The used variables were brand commitment, product involvement,and purchasing involvement toward confectionery, and brand loyalty toward Japaneseconfectionery, age, Japan-visit experience, and the attitude toward Japanese confectionerybrands.The results revealed the following.（1） “ Shiroikoibito” was the most popular travel souvenir and the top of mind’s brand inJapanese confectionery.（2） Brand commitment had a positive impact on the three components of the attitudetoward“ Shiroikoibito.”（3） Brand loyalty toward Japanese confectionery had a positive impact on cognition andaffect for“ Shiroikoibito.”（4） Japan-visit experience had a negative impact on cognition and behavior for“Shiroikoibito.”（5） Age had a negative impact on the three components of the attitude toward“Shiroikoibito.