An investigation into the segmentation of Japanese traditional ‘Ryokan’ hotels using selection attributes

Characterized as involving ‘Japanese traditionalism elements’, Ryokan-style accommodation includes full food and beverage service, futons and spas (hot springs), and emphasizes local traditional food. Although these Japanese traditional hotels are famous for their excellent service, traditions, and are a unique accommodation experience for overseas visitors, research into the Ryokan market segment remains limited. The aim of the current study is to provide a better understanding of the decision-making of that market segment of travelers from Korea that use Ryokan-style hotels. The data were collected (N = 328) from Korean visitors to Japan during February and March of 2015. Segmentation of tourists by selection attributes resulted in three clusters: ‘personal service seekers’ (36.9%), ‘physical environment seekers’ (21.1%), and ‘spa & gourmet, systematic service and reputation seekers’ (42.0%). There were statistically significant differences between the three clusters with respect to the characteristics of Korean tourists. The implications of this study are discussed relative to possible future Ryokan marketing strategies and to future research on this accommodation type.