A Study of the Negotiation Factors for Korean Tourists Visiting Japan Since the Fukushima Nuclear Accident Using Q-methodology

Abstract

When a huge-scale earthquake, tsunami, and nuclear accident had occurred consecutively in Fukushima, Japan, in March 2011, the number of foreign tourists including Korean tourists, the largest group of foreign tourists to Japan, decreased dramatically. This study analyzed and categorized the subjectivity of Korean tourists using Q-methodology based on their perception of the frightening radiation leakage. As a result, Korean tourists were categorized into four types: the non-constraint group, the non-negotiable group, the less-negotiable group, and the more-negotiable group. Of these four types, the target of intensified marketing activities is the more-negotiable group.