Perspective of Tourism Marketing in the Post-War Jaffna Essay Example

as sustainable tourism and its potential for the country (Till Jarvis, 2013) as well as the possibilities for regional growth in post-war Japanese areas within Sri Lanka's tourism industry (Manhattans and Assistants, 2013).

Although Japan has been a popular tourist destination for Sri Lankan tourists since 2010, there is a scarcity of research on tourism marketing in the country. This lack hampers the growth of Japan's tourism industry and restricts the potential of tourism marketers to improve their abilities and contribute to regional development.

Japan's post-war market has been a magnet for people keen on exploring the once devastated areas and uncovering their attractions. However, despite its popularity as a tourist destination, Japan's tourism marketing is still in its infancy, and hotels lack awareness of this crucial aspect. Therefore, it is imperative to thoroughly address and solve this problem within Japan's post-war market.

61 LITERATURE REVIEW

Tourism is a global industry that is considered one of the fastest growing industries worldwide (WATT, 1995). It is the largest industry in terms of employment and ranks among the top industries in every country (Nolan and Smith, 1993) Andrea M. Ridge. In order to ensure public recognition and acceptance of the tourism product, organizations need to focus more on marketing, particularly promotion (Gavin Cycles, 1995). However, there are various challenges to be faced, opportunities to be seized, and a need to reposition the region as an attractive destination for travelers.

Canada Jacaranda (2008) argues that continuous growth in a destination cannot be expected without consistently implementing incremental and revolutionary innovations. Similarly, Broker and Burgess (2008) also emphasize the importance of innovation for growth. Furthermore, tourism has emerged as a vital and

dynamic sector globally, particularly in developing countries like Sri Lanka. In their study on "Rural tourism", Assist Aimed and Unsure Johan (2013) highlight that rare plant or animal species, traditional food, handicrafts, and historical sites can serve as key attractions in rural tourism. Moreover, the concept of rural tourism has expanded to include various activities such as touring, water-based and land-based activities, conservation and educational activities, health and fitness activities, and gastronomic activities (Oliver & Jenkins 2003). To maximize the potential of tourism and attract a wider range of tourists from both national and international communities, significant investment is required to enhance existing facilities and develop new ones (Tanzania Chowder 2013).

Tourist destinations heavily rely on emotions in their marketing campaigns. They often portray vacationers as happy and relaxed, being served by cheerful locals (Wheeler, 1995). However, promoters must also address negative behaviors like tourist harassment that can harm tourism. Therefore, tourism promoters face the difficult task of managing the emotions and attitudes of an entire population (Anne p crick 2003). The tourism sector has been affected by various external factors, including high fuel prices, fluctuating currency exchange (Beech, 2007), global warming, terrorism threats, changing passport regulations, CARS, hurricanes, tsunamis, a slowdown in the US economy, and a dull destination image (Haywood, 2007).

According to Anne P. Crick (2003), tourism has become increasingly important for generating foreign exchange and employment. It is believed that tourism development can enhance a country's economy and social well-being. However, if this development is not managed properly, tourists may opt for other competing destinations or attractions. In the future, there will be growing pressure to develop tourism products with a sustainable approach,

in order to align with the local environment and ensure its preservation (Gavin Cycles, 1995). Hence, the tourism marketing planning process concludes with clients, as information on the post-implementation of strategies is fed back to marketing executives through continuous market research and feedback mechanisms. This enables the development of new marketing strategies and tactics.

Despite the financial uncertainties since 2008, the travel and tourism industry in Sri Lanka has shown remarkable economic resilience, according to Petrodollar et al (2010). In 2012, this industry contributed IIS$6 trillion to the world's GDP (WATT 2013), highlighting its income-generating capacity. However, in Japan, tourism is still in its early stages and lacks organization. Farms, hotels, and infrastructure facilities are not sufficiently available.

METHODOLOGY

A qualitative method has been chosen for this research study because there is a lack of alternative method researches in Japan pertaining to tourism marketing.

In this research, the researcher has used a phenomenological approach, which is the appropriate method for this study. Qualitative research is a type of scientific research that seeks answers to a question, systematically uses predefined procedures to answer the question, collects evidence, produces findings that were not determined in advance, and produces findings that are applicable beyond the immediate boundaries of the duty. Qualitative research also shares these characteristics and seeks to understand a given research problem or topic from the perspectives of the local population it involves. It is especially effective in obtaining culturally specific information about the values, opinions, behaviors, and social contexts of particular populations (Nathan Mack, 2005).

162 The strength of qualitative research lies in its capacity to offer detailed textual explanations of individuals' experiences with a particular research

matter. It sheds light on the "human" aspect of an issue, encompassing individuals' often conflicting behaviors, levels, beliefs, opinions, emotions, and relationships. The power of qualitative research lies in its ability to provide intricate textual descriptions of individuals' encounters with a given research issue (Norris Brick unadjusted Green, 2007). The phenomenological approach aims to unveil specific phenomena by examining how they are perceived by the participants in a given situation (Stan Lester, 1999).

The researcher evaluates if a phenomenological approach is the most suitable for examining the research problem. This method is ideal for studying problems that require an understanding of the shared experiences of multiple individuals regarding a phenomenon. This understanding is crucial for the development of practices, policies, or a deeper comprehension of the phenomenon's characteristics. The study's population comprised hoteliers in Japan and foreign tourists visiting the Japan Peninsula.

One of the most common sampling strategies is purposive sampling, which involves selecting individuals based on specific criteria relevant to a research question. The sample size for this technique depends on the resources and time available. It is particularly successful when data review and analysis are done concurrently with data collection (Nathan Mack, 2005).

In this study, a purposive sample was utilized, comprising of three hoteliers from Japan and one foreign tourist from the Basque country. Data was gathered from individuals who have directly experienced the phenomenon.

Phenomenological studies typically include collecting data through in-depth interviews and multiple interviews with participants. According to Polyhedron (1989), it is suggested that researchers interview 5 to 25 individuals who have all encountered the phenomenon. In this qualitative approach, hoteliers and tourists were interviewed in-depth. These types of interviews are seen

as a suitable method for capturing and comprehending informants' lives, experiences, or situations using their own words (Taylor, 1994). They are especially fitting for phenomenological research purposes.

The participants express their thoughts and perspectives without any interruption. This research primarily focused on conducting in-depth interviews using preset questions in an open-ended format. The method used for analyzing the data is called phenomenological data analysis, which is commonly used in psychological phenomenology studies (Monstrous,1994; Polyhedron, 1989). Data analysts analyze the data collected from the first and second research questions in a similar manner, following specific steps outlined by these methods.

, interview transcriptions) and highlight "significant statements," ententes, or quotes to understand the participants' experience of the phenomenon. This step is referred to as horticulturalist by Monstrous (1994). After that, the researcher forms clusters of meaning from these significant statements to create themes. These significant statements and themes are then used for writing a description of what the participants experienced, known as the textural description. In qualitative inquiry, a code is typically a word or short phrase that symbolically represents a presumptive, salient, essence-capturing, and/or evocative attribute for a part of language-based or visual data. The data can include interview transcripts, participant observation field notes Journals, documents, artifacts, photographs, video, websites, e-mail correspondence, and so on (Ashland, 2003).

They are also used to write a description of the context or setting that influenced how the participants experienced the phenomenon, called imaginative variation or structural description. In addition, Researchers also write about their own experiences and the context and situations that have influenced their experiences and reflect these personal statements at the beginning of the phenomenology or include them in

a methods discussion of the role of the researcher. Commonly there are four steps in qualitative analysis, such as; interim analysis mooing, data entry ; storage and coding ; developing category system. At the same time there are some forms do qualitative data take. Such as; field notes, audio recordings ; transcripts. For this room, researcher conducted in depth interviews and those interviews were digitally recorded, translated ; transcribed.

The text below is aand unified version of the original text, while preserving the and their contents:

The In-Depth Interviews consisted of open-ended questions to encourage participants to share their opinions and experiences regarding tourism marketing in Japan. The objective was to allow respondents to freely express their thoughts on various aspects, such as the development of tourism marketing in Japan, popular tourist destinations, progress in Japan's tourism district, and strategies for initiating tourism marketing.

To ensure the reliability and validity of our analysis, we sought assistance from external researchers who specialize in qualitative methodology. These researchers conducted an audit of our empirical processes by reviewing field notes, coding schemes, selected focus group transcripts, and other documentation. Their goal was to validate the credibility of our conclusions.

To maintain validity, our study followed five interconnected procedures recommended for qualitative research: (a) obtaining validation from respondents, (b) establishing credibility, (c) conducting constant comparisons, (d) employing comprehensive data analysis techniques, and (e) performing deviant-case analysis.

Respondent validation, also referred to as member checks (Crewel 2007), necessitates researchers to return to the respondents in order to validate the conclusions derived from the data. In order to accomplish this, researchers shared their findings with the study participants and sought their opinions on the interpretations

and credibility of the findings. The process of collecting and analyzing data initially involves a relatively small dataset, which is later expanded based on emergent categories. Data collection was terminated once no new findings emerged after reaching theoretical saturation (Strauss and Carbon 1998). The researchers conduct a thorough and comprehensive treatment of the data before drawing conclusions.

Due to the researcher translating, transcribing, and recording all the interviews, this study has limitations and recommendations for future researchers. The main limitation is the geographical area. The research was only conducted in the Japan Peninsula, but it can be expanded to other areas such as Clinching, Manner, Vanity, Multitude, and nationwide.

This study focused solely on the opinions of certain hotel managers and tourists. It did not take into account the perspectives of the general public or professionals in the field of tourism, who may have different knowledge and perceptions compared to the participants in this study. However, in future research, it would be beneficial to include these populations as well. Due to time constraints, the researchers were unable to utilize any software for this study, which is another limitation. However, a possible solution for future studies would be to explore the use of NOVO software.

CONCLUSION: The purpose of this study is to analyze tourism marketing in Japan after WWII. It is a long-term process that cannot be accomplished in a short period of time. However, tourism marketing has the potential to evolve over time. Currently, there is a lack of awareness and implementation of tourism marketing practices in Japan. This is due to a lack of knowledge in strategic marketing in the country, resulting in the absence

of tourism marketing efforts.

The Bastion Hotel Manager believes that Japan's tourism marketing has great potential for development in the next five years. Research findings indicate that Japan's infrastructure, including roads, communication, hotels, travel, and banking, has significantly improved after the war. As a result, hotels have more opportunities to offer tour packages in Japan. There are numerous possibilities for e-marketing and advertising Japan in foreign magazines and tourism publications. This type of marketing can be effectively implemented to promote Japan's tourism industry.

If you engage in this type of marketing, tourism in Japan can definitely be enhanced. Take the climate, for example - there is no rain here. Foreigners appreciate this kind of weather.

Although there is currently no rain, it is crucial for cultivation. Interestingly, foreigners tend to appreciate the absence of rain as they prefer sunlight. In their own countries, they also experience similar weather patterns. According to Manhattans and Assistants (2013), Japan offers a wide range of tourist attractions, including historic sites and buildings, parks and forests, religious sites, natural areas, and beaches.

Anemia Hindu temple in the island - Unengaged, with an interesting culture - Tamil culture; interesting people, the Tamil people; and the beautiful sea. Ah yeah..

During our visit to Japan, we explored the Library. As a tourist from the Basque country, I discovered through phenomenological research in tourism marketing that there are numerous benefits to the Japan district. These include increased employment for the local population, the growth of local businesses, foreign income, and the development of local areas. Additionally, the hotel industry will also thrive in this region. The opportunities for tourism marketing are abundant, though their exact extent remains uncertain.

Ultimately, I guided the tourists to experience the fascinating realm of signage in Japan.

However, without their knowledge, Japan people enter and capture numerous photographs at the Treat Oho Hotel. They should come together as a team in order to enhance and showcase these places to the world in an appealing manner. The tourism marketing strategy needs to be both creative and efficient. The ideal approach is to embrace an adventurous motion.

When tourists return to their homes, it is important for them to feel happy and content. Anemia can occur in various ways, whether through local or foreign tourists. Marketing strategies such as emails, magazines, leaflets, or awareness programs can be used to tackle this issue. The Northern Hoteliers Association is planning to conduct a campaign similar to the one held in July at BENCH.

And then we distributed leaflets to everyone. The Ceylon tourism board should also follow suit and engage in these activities. This way, people will be aware that Japan is a safe travel destination and that there are hotels and facilities available. "(Toolkit Hotel manager) Japan, with its post-war situation, offers more tourism opportunities.

The attraction of the destination is not only limited to foreign tourists but also to the locals residing in other parts of the island. Due to the civil war, Japan had not been visited by many people for a period of 30 years. However, now Japan has opened its doors for everyone to visit. The beaches, historic places and buildings, the unique atmosphere, and the local products all serve as draws for tourists from across the globe. It is necessary for Japan Peninsula to focus on further developing its tourism

sector.

Tourism marketing in Japan should be enhanced to attract more visitors and promote vacationing in the country. It is important for Japan's tourism marketing efforts to be sustainable and beneficial for future generations. As suggested by Joe Wang (2008), one possible managerial implication is to introduce a "Tourism course" at academic institutions, such as the University of Japan, to educate students and hoteliers about tourism marketing. Inevitably, the Sir Lankan Tourist Board will arrive in Japan.

There is a significant demand for the Sir Lankan Tourist board in Japan to work on area development.