【Research Report】Study on Travel and the Hometown Tax
Summary
Among those who have traveled to a region, 57.3% have made a donation to that region through the hometown tax. The most common reason is "because they grew to like the region they visited and wanted to support it" at 52.5%, followed by "because they wanted to receive the thank-you gifts offered by the region they visited" at 37.8%. The most common thank-you gift received is "something they ate and enjoyed during their trip" at 52.3%, followed by "something they chose from the list of thank-you gifts, not something they saw during their trip" at 30.6%.
Among those who have made a donation through the hometown tax, 38.9% have actually traveled to that region as a result. The most common reason is "because they wanted to taste the food they received as a thank-you gift locally" at 47.8%, followed by "because they developed an attachment to the region through the hometown tax" at 37.6%.
25.1% of respondents have received "experiential thank-you gifts related to travel" that can be used when traveling domestically. 39.9% have not received such gifts but are interested in them. The most common way people discovered the "experiential thank-you gifts related to travel" is "by chance on a portal site" at 41.1%, followed by "seeing it featured in the media" at 34.0%.
When asked about the appeal of "experiential thank-you gifts related to travel," the most common response among those who have received such gifts is "being able to learn about a new aspect of the region" at 44.0%, followed by "being able to have experiences only offered as thank-you gifts" at 42.8%. Other appreciated points included "being able to have unique experiences in the region" (33.6%) and "being able to contribute more to the local economy by actually visiting" (27.7%). On the other hand, only 6.9% answered that they "feel experiential thank-you gifts offer a higher level of value compared to physical thank-you gifts."
The most common number of times people have received "experiential thank-you gifts related to travel" is "2-3 times" at 42.3%. 77.1% have received them multiple times. Among those who have received them multiple times, 93.9% have received them from the same region multiple times.
Among those who have received experiential thank-you gifts, 94.4% answered that they were satisfied with the "experiential thank-you gifts related to travel" (49.2% very satisfied, 45.2% somewhat satisfied).
The detailed report in Japanese is available.
◆Research target ：
1,683 aged 20 over living in Japan, who have experience with the hometown tax.
◆Research period ： April 5-8, 2024
◆Research method： Internet research