Insights into Japanese tourists to enhance sustainable tourism: Segmentation based on responsible tourism behavior

As the importance of sustainable tourism continues to grow globally, understanding tourists’ responsible behavior has become increasingly important for developing effective sustainability strategies. Japan represents one of the world’s major tourism markets and has actively promoted sustainable tourism policies in recent years; however, empirical research examining responsible tourism behavior among Japanese tourists remains limited, particularly in segmentation-based studies. Therefore, this study segments Japanese tourists with recent travel experience based on their responsible tourism behavior to provide insights for more targeted and effective sustainability-oriented tourism strategies. Although the survey was not limited to domestic travel, the findings are particularly relevant to destinations in Japan seeking to strengthen domestic tourism markets by encouraging responsible behavior among Japanese visitors. Using an online survey, which involved 1,672 respondents, a cluster analysis was conducted and the differences in travel motivations and demographics among tourists were explored. Three segments were identified—sustainable, less-sustainable, and unconcerned tourists. Sustainable tourists showed high engagement across all responsible tourism dimensions, whereas less-sustainable tourists exhibited moderate engagement, particularly in terms of social and economic aspects. Unconcerned tourists prioritized escape and relaxation, demonstrating the lowest engagement in responsible practices. Additionally, gender and occupation were not significantly different in these segments, suggesting that age and income may be potentially influential factors in responsible tourism behavior. The results highlight the importance of tailored marketing and educational programs to promote responsible practices among Japanese tourists.