Why do Japanese people visit hot springs during a pandemic? A psychographic segmentation analysis

An increasing number of tourism studies are focusing on travel anxiety, fear, and worry, especially in light of the COVID-19 pandemic. This study explored the impact of worry on individuals' intentions to visit Japanese hot springs (onsen) during the COVID-19 pandemic. A market survey (N = 1042) was conducted in Tokyo. Psy-chographic segmentation based on exploratory factor analysis was used to group Japanese respondents. Three separate segments emerged as a result: Concerned Visitors, Carefree Visitors, and Trusting Visitors; these segments were based on perceived threat intensity, perceived infectability, response efficacy, self-efficacy, and crowded perception and attitude. These segments were then profiled using factors based on demographic information and visit intention under three criteria: a) without external travel incentives, b) with an attractive travel package, or c) discounts provided by the national Go to Travel campaign. Both attractive package prices and discounts provided by Go to Travel had a small effect on boosting visit intention. Notably, a carefree attitude toward COVID-19 did not increase visit intention and should not be considered a factor that may increase the number of people visiting onsen. Meanwhile, marital status and household composition significantly impacted intention to visit. The segments differed significantly by age, marital status, and family composition, but not gender. Management implications: A better understanding of market segments is critical for hot spring destinations. center dot Trusting visitors can be motivated to visit through external incentives. center dot Although visiting onsen is not the main travel motive of Carefree Visitors, they might be encouraged to visit if campaigns contain vouchers for visits at their selected travel destination. center dot The risk perceptions of Concerned Visitors might be lowered by the limiting visitor numbers, providing discounts during off-peak hours, or to onsen towns in remote locations are encouraged. Promotional material can highlight if rooms offer private pools or tubs. center dot The motivation of visiting onsen for social activities has been lost significantly among all re-spondents, and offering group discounts is discouraged.