1. Language Needs of Korean Travelers to Japan To discover the actual situation and needs of Korean tourists to Japan To discern the “ hidden language needs ” of potential Korean tourists to Japan To determine the awareness of Koreans of Kumamoto

2. The Questionnaire  Locations: Taegu, Pusan, other  Ages:  19-24 32%  25-29 44%  30-39 12%  40-49 9%  50- 3%

3. Part 1 Actual Number of Korean tourists in Japan and Kumamoto =Kumamoto ’ s increase of Korean tourists is over twice the national average 20012002200320042005 increas e Japan980761 109876 6 127191 4 139698 8 1584715162% Kumamot o 28,86059,74185,21499,011106,728370%

4. Have you been to Japan? Do you want to visit Japan (again)?  60% of Koreans surveyed have been to Japan, and almost all (96%) would like to go (again).  Only 13% of Korean visitors have been to Kyushu, whereas 23% indicated they would like to go to Kyushu (again).

5. How do you like to travel? tours 3% free time/short term 71% backpacking/ longer term 26%  This, in spite of the fact that most Korean travelers to Kumamoto come by plane, (cf. 42500 in 2004-> 45300 in 2005) and most of these come on tours!

6. What do you like to do/see most when traveling?  History, local food and nature rated highest. Good to know when planning advertising strategies!  Shopping rated only 6%.

7. What do you think the biggest difficulty would be in traveling to Japan?  Cost was the biggest factor — good for Kumamoto with its 3000-5000 yen business hotels and relatively cheap hot springs  Between them, cost and language accounted for 71% of the total.

8. Part II The “ hidden linguistic needs ” of potential Korean tourists to Japan and Kumamoto Note the inverse trends: (1) Most people rated themselves as fair or poor at English (2) Most people rated themselves as good or none at Japanese How is your language ability?

9. What language(s) did you/would you expect to use in Japan? Do you think you can use English in Japan?  Almost ½ of Korean visitors plan to use Japanese in Korea, but over ½ think they can use English “ a little ”

10. If Korean/English were used in advertising/menus, would you be more likely to use the business?  Advertising/literature in Korean is a key factor for over 85% of Korean tourists, but advertising in English “ will do ” for over half of the potential visitors.

11. Have you heard of Kumamoto ?  Yes 67% If so, where? Castle 53 % Aso 38 % Kikuchi4% Amakusa3% Yamaga1% Kurokawa1% Part III Awareness of Kumamoto in Korea

12. CONCLUSIONS  Kumamoto, with it ’ s nature, history and unique food, should be appealing to Korean visitors  More travellers should come to Kumamoto if  1. they know it is an inexpensive and attractive destination  2. they feel secure about the language  Ability in Korean is a key factor, but ability in English will do for over half of the potential visitors.