The Trend of Millennial Population’s Free Independent Travelers to Japan

Abstract

The purpose of this article is to analyze the trend for free independent travelers (FIT), the new generation, Millennial group, in Japan. Motivation, attitudes, and behaviors were examined, including the concept of motivation for tourism, attitudes about traveling, and factors influencing travel decisions and behavioral concepts of traveling. This implied that sample tourism behavior was influenced by motivational travel incentives as well as attitudes deriving from perceptions and experiences towards attractions which affecting travel decisions leading to travel conducts. Different dimensional aspects of Japan that meet Millennial tourists’needs, especially, the various individual lifestyles of the sample group, make them plan for being Free Independent Travelers (FIT). Therefore, this sample tourist group reflected individual identities of each FIT.