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Journal of Travel Research
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An Exploration of Spending Behaviors among Japanese Tourists

Mark S. Rosenbaum

Marketing Department at the University of Hawaii at Manoa

Daniel L. Spears

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

This article provides a two-part, exploratory analysis of planned spending on shopping, dining, and other recreational activities among Japanese tourists in Hawaii. The empirical findings from the first study reveal that Japanese tourists primarily plan to engage in duty-free shopping during their stay in Hawaii. In contrast, American tourists plan to engage in cultural activities and fine dining opportunities during their Hawaiian vacation. A second study was used to explore the propensity of Japanese tourists in Hawaii to shop at both high-end boutiques and discounted retail outlets. The results of a two-step cluster analysis reveal that Japanese tourists may be classified into two exclusive groups, shopping enthusiasts and nonshoppers. The data support the conclusion that shopping enthusiasts plan to patronize three types of retail outlets in Hawaii: duty-free stores, factory outlets, and designer boutiques. Managerial implications and directives for future theoretical development are provided.

Key Words: Japanese tourists • tourism shopping • Hawaii Japan • duty-free

Journal of Travel Research, Vol. 44, No. 4, 467-473 (2006)
DOI: 10.1177/0047287505282949
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