The study was designed to provide important information about the Japanese ski market to U.S. ski resort marketers. One hundred-forty tour operating professionals responded to the survey. The perceived promotional activity level of Japanese tour operating companies toward U.S. ski destinations was found to be neither active nor inactive. The level of knowledge Japanese tour operating professionals have of U.S. ski resorts was found to be limited. There was a significant relationship between how they perceived their companies' promotion activity level toward U.S. ski tour packages and how well the same professionals knew these ski destinations. There was also a significant relationship between how knowledgeable Japanese tour operating professionals were about U.S. ski resorts and how favorably they would promote the same resorts. The implication was made that knowing the attitude of Japanese ski tour operators toward promoting U.S. ski tour packages and familiarizing them to U.S. ski resorts would be the initial step for U.S. ski resorts to position themselves in this market place. The image Japanese tour operating professionals have of U.S. ski resorts and perceived promotional factors affecting their promotional activity level were also examined.
Sawamura, Sachi and McLean, Daniel D.
"Attitudes of Japanese Ski Tour Operators Toward Western U.S. Ski Resorts,"
Visions in Leisure and Business: Vol. 15:
4, Article 4.
Available at: https://scholarworks.bgsu.edu/visions/vol15/iss4/4