Inbound marketing personas: Using big qual to promote Japan-bound tourism

Japan National Tourism Organization developed persona marketing by setting up the online community of 240 international visitors to Japan to double the target of the number of foreign tourists visiting Japan in 2020 from 20 million a year to 40 million toward the 2020 Tokyo Olympic Games

  • Leveraging big qual to create detailed persona marketing
  • Using Qual to create 8 types of tourists personas based on their traveling needs to develop closer relations with your consumers
  • Identifying travel ‘experience’ to enhance engagement from visitor, fan to supporter for Japan
  • Discussing the 360°understanding of a ‘traveler journey’ before, during and after a travel by various online qual methods such as mobile diary, mobile ethno, BBFG, IDI etc. with many participants

Location: Main Room Date: 10th October 2018 Time: 1:45 pm - 2:15 pm Yuichi Shimizu, Japan National Tourism Organization Shigeru Kishikawa, MROC Japan