1. Hyper Japan Summer 2018 （英国・ロンドン）
アンケート回答

9. Important points to consider
The survey was designed so that only ONE answer would be given per question, but only 36% answered in this way.
The majority of the exhibitions at Hyper Japan are related to Japanese pop-culture such as video games and anime. This may have had an influence on the high volume of answers to the question on source of information (情報源).
42% of the people who answered the survey were of age 25-34, and the number of respondents for the other age brackets were only 30 or less. This means the low volume of responses may not be high enough to be considered as a reliable representation.
The above charts omits the breakdown of responses from 0-17 year olds as their parents are most likely to be the decision makers for their holiday.

10. Interesting points
People aged prioritise budget over everything else, whereas other age groups prioritise attractions (地方の魅力）.
The low volume of year old respondents does not mean that young people are not interested in travelling to Japan, rather that they understand that travel to Japan is expensive and therefore had less of a need to visit the JLGC booth.
Regarding influence of social media, people aged are highly influenced. Surprisingly, year olds are less influenced by social media than year olds.
Women are more likely to seek information from guidebooks and online user reviews compared to men.
There were more women who answered the survey than men. It is difficult to determine whether it is because there were more women at the event, or whether they were more willing to answer the survey.
41% of the respondents had been to Japan before.

11. Key lessons learned
Spring is the most popular season for attracting British visitors and should be a point of consideration when developing tourism strategies.
British visitors are looking to visit for 1-2 weeks, which provides opportunities for JR Pass sales and touring of multiple locations.
Videos and TV shows are seen as the most popular source of information about Japan. Video PR material catered to British (or English speaking) audiences could be influential.