Critical factors that influence the motivation of the potential tourist to visit a Sake Brewery in Japan

Abstract

[EN] In this project is described an overview of sake tourism in Japan. The first chapter introduces the backgrounds on which this project is based: gastronomic tourism and wine tourism and their relation. Subsequently it presents the goal of the study that is to determine the factors influence the motivation of potential tourists to visit a sake brewery. To achieve this goal 131 questionnaires were distributed among the students at Kochi University of Technology in Kochi Prefecture, Japan. Subsequently two studies were conducted: firstly an explorative study was carried out. The aim was to describe the type of services provided by the sake brewery to the tourists through its web pages; secondly a quantitative study in which an multiple lineal regression analysis was carried out . The objective was to establish the relationship among motivation and the independent variables such as: demographic, consumption of alcohol, consumer habits, religion, physical activities and cultural activities. In the last chapters the results were displayed and a brief discussion about the situation of sake breweries in Japan.