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Inbound tourism is one of the most promising industries in Japan. This chapter conducted a dynamic panel data analysis to evaluate whether the policy factors, including SNS tourism promotion, commercial facilities, and transportation accessibility, contribute to increasing Chinese tourists to Japan. It found that the number of Weibo posted by JNTO contributes to the rise in Chinese tourists. Both commercial facilities and transportation accessibility have a positive influence on Chinese tourists. These results provide implications for inbound tourism promotion policies. It is recommended that JNTO and other tourism promotion organizations intensify their SNS promotion strategies and optimize the utilization of various prominent Chinese SNS platforms to achieve better effect.

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Empirical Evidence on Factors Affecting Inbound Tourists to Japan

  • 章节

  • 发表日期：

    2026年

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  • Zhaoyuan Liu

摘要

Inbound tourism is one of the most promising industries in Japan. This chapter conducted a dynamic panel data analysis to evaluate whether the policy factors, including SNS tourism promotion, commercial facilities, and transportation accessibility, contribute to increasing Chinese tourists to Japan. It found that the number of Weibo posted by JNTO contributes to the rise in Chinese tourists. Both commercial facilities and transportation accessibility have a positive influence on Chinese tourists. These results provide implications for inbound tourism promotion policies. It is recommended that JNTO and other tourism promotion organizations intensify their SNS promotion strategies and optimize the utilization of various prominent Chinese SNS platforms to achieve better effect.