Study: Japanese unaware of Rota, Tinian as destinations

A marketing study conducted by a Japanese firm revealed that only 39.2 percent of the 1,000 Japanese surveyed are aware of the existence of Rota as a destination and only 3.6 percent have been there for a visit.

At the same time, only 20 percent of the 1,000 Japanese respondents are aware of Tinian as a destination in the CNMI while only less than one percent have visited the island.

Tokyo-based marketing firm K.K. Creative Assist has emphasized the importance of creating an awareness campaign to increase the visitor arrivals on the two destinations.

K.K. Creative Assist was hired by the Marianas Visitors Authority to evaluate the CNMI’s market share in Japan as well as determine the effectiveness of its advertising campaign after over one year of using the Saipanda character.

The respondents cited the beautiful ocean of Rota and its famous diving spots as its strengths. Aside from the natural beauty of the island, Tinian’s historical importance will attract Japanese to visit the destination.

According to the survey, 90 percent of the Japanese who were interviewed have intentions to revisit Rota thus, the need to strengthen the promotional campaign. Those who have been to Rota said they enjoyed sightseeing, the food, shopping and marine sports.

Many of the Japanese interviewed said the high cost of traveling to Rota has made it difficult for tourists to go there and visit the island. They said the cost of traveling to Rota is the same as going to Hawaii which is the favorite destination of Japanese.

In selling Tinian, the respondents said travel agents have played a very important role in increasing their awareness of the destination, influence of acquaintances, tourist guidebook as well as flyers and travel pamphlets.

Seventy-three percent of the respondents are willing to revisit Tinian and they even recommended the promotion of one-day package tours and casino tours. In fact, some 100 respondents who visited the casino on Tinian have placed a minimum of bet of 10,000 yen.

The marketing survey covered 1,000 respondents in a street survey conducted in Tokyo and Osaka covering 18 to 64 years age group. Aside from this, 10 groups of respondents were chosen for focus group interviews.

In promoting Saipan as a destination, the respondents said MVA must implement a different marketing strategy which will differentiate the island from Guam so that it can attract a bigger number of Japanese tourists.

The respondents said there is a need to establish special facilities for aged people and special nurseries for family visitors.