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Journal of Vacation Marketing
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Who buys what? Who does that? The case of Golden Week in Hawaii

Mark S. Rosenbaum

Marketing department at the University of Hawaii at Manoa; Northern Illinois University, College of Business Administration, Department of Marketing, DeKalb, IL 60115–2897, USA, Tel: (815) 753 6225; Fax: (815) 753 6014; mrosenbaum{at}niu.edu

Daniel L. Spears

School of Travel Industry Management at the University of Hawaii at Manoa

The purpose of this case study is to explore demographic, motivation, and consumption behaviours among Japanese tourists during Golden Week. Data for this study came from questionnaires collected from ‘non-Golden’ and ‘Golden’ Japanese tourists who were vacationing in Waikiki (Honolulu, Hawaii). The results reveal that Golden Week Japanese tourists spend about $900 on gifts during their stay. This dollar figure is nearly $300 more than average spending among non-Golden Week tourists. In addition, Golden Week tourists are employed, well-educated, and primarily interested in vacationing and leisure activities. Overall, the results of this case study are useful to both academics and to marketing/tourism planners.

Key Words: Japanese tourism • Japan • Golden Week • Hawaii • tourism shopping • shopping

Journal of Vacation Marketing, Vol. 12, No. 3, 246-255 (2006)
DOI: 10.1177/1356766706064621
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[Abstract] [PDF]