research on appropriate service guidance for visitors from ...frontier service development...

55JR EAST Technical Review-No.24

Special edition paper

More and more visitors from abroad have been coming to Japan annually up to 2010 since the Visit Japan Campaign (VJC) kicked off in 2003, excluding 2009, when economic downturn was precipitated by the Lehman Brothers bankruptcy.1) A future increase in visitors from Asian countries, China in particular, is also predicted. We can therefore expect visitors from abroad to make up a new segment of railway users.

Various efforts are being made in guidance and information services for visitors from abroad when traveling by railway. Those include installation of guide signs in four languages (Japanese, English, Chinese [simplified] and Korean) and the introduction of station numbering (an alphabet initial of the station name combined with an identifying number) mainly on lines of private railways in the greater Tokyo area, and provision of onboard announcements in English. Nevertheless, many visitors from abroad are still saying that the Japanese railway system is incredibly complicated and confusing and that necessary information is not provided.

Consequently, this research was carried out to study the guidance needs of visitors from abroad when using railways in Japan and verify the optimum guidance methods.

Characteristics of Visitors from Abroad2According to a report1) by the Japan National Tourism Organization (JNTO), the number of visitors to Japan from abroad in 2010 was 8.61 million people. The percentage of those whose native language is English, Chinese (simplified or traditional Chinese) and Korean out visitors from the 15 countries covered by the VJC amounted to 90.8 percent, showing that they make up the majority of visitors from abroad to Japan (Fig. 1).

A breakdown by prefecture of travel destinations shows that Tokyo is the top destination with some 60 percent of visitors

Introduction1 from abroad2). When extrapolated out by city and tourist spot destinations, the figures further show that many of the top destinations are concentrated within the Yamanote Line, the Tokyo Metro and Toei Subway areas (Table 1).

Therefore, for this research, we narrowed down our target to visitors from abroad whose native language one of the aforementioned four languages, and we studied the needs of those visitors for guidance services when using railways in Japan.

Study on Needs of Visitors from Abroad3

3.1 Study OutlineThe study covered adult (over 18 years old) visitors from overseas to Japan who use English, Chinese (simplified and traditional) or Korean as their native language (total sample of 574 respondents). Surveys were conducted onboard the Narita

Research on Appropriate Service Guidance for Visitors from Abroad

•Keywords: Visitors from abroad, Information service, Line map, Station numbering

More and more visitors from abroad have been coming to Japan annually since the Visit Japan Campaign (VJC) kicked off in 2003, and it is hoped that these visitors will form a new segment of railway users. However, many visitors are saying that the Japanese railway system and the configurations of stations are complicated and confusing, which has highlighted the need to enhance guidance services for such customers. Taking this situation into account we have used this research to evaluate methods for appropriate guidance and information services to visitors from abroad traveling in Japan. First, we implemented a study on the information needs of visitors from abroad, focusing on line maps as they are particularly necessary to travelers. We examined the current problems and considered proposals for improvements. Then we studied the acceptability of revised (improved) line maps and put forward a proposal on the optimum guidance method.

*Frontier Service Development Laboratory, Research and Development Center of JR East Group**Chiba Architectural Technical Office, Chiba Branch (formerly at Frontier Service Development Laboratory)

Takashi Matsuda**Takeshi Ikebe* Satoshi Fujii*

English Simplified Chinese Traditional Chinese Korean Others

English, Simplified Chinese, Traditional Chinese, Korean: Total 90.8%*English = USA, Australia, UK, Singapore, Canada Traditional Chinese = Hong Kong and Taiwan*VJC targets 15 countries

Fig. 1 Ratios of Visitors from Abroad by Language (2010)

2010 (n = 21,342)

In greater Tokyo area

Rank

1 Shinjuku, OkuboGinza, Yurakucho, HibiyaAsakusaOsakaKyotoShibuyaAkihabaraHarajuku, Meiji Shrine, Omotesando, AoyamaImperial Palace Ueno, Okachimachi, AmeyokoTokyo TowerOdaiba, AriakeRoppongi, AzabuTokyo Station area, Marunouchi, NihonbashiShinagawa

kebukuroNagoyaHakoneFukuokaTokyo Disney Resort Mt. Fuji, Fuji Five Lakes, Fuji-Q HighlandTsukijiSapporo, JozankeiYokohamaNaraKobe, Arima OnsenAkasakaNaritaTokyo Dome, Jinbocho vicinityOtaru

34.828.427.425.423.623.321.619.418.917.115.914.714.213.010.9

10.710.1

9.28.58.37.87.67.67.67.36.76.25.85.04.9

23456789101112131415

161718192021222324252627282930

City/Sightseeing Destination

Ratio ofVisits

Table 1 Ratio of Visits by City and Sightseeing Destination

56 JR EAST Technical Review-No.24


to reach the desired destination regardless of native language, even if visitors’ native languages were shown. Moreover, even if the native language was not shown, the survey also revealed the tendency for those whose native language was Chinese (simplified and traditional) to use the Japanese kanji character notation because is are readily understandable. Korean visitors, many of whom understand English, made use of English notation. However, a breakdown of the visitors who used station numbering shows that only 28.1 percent of English users, 16.2 percent of simplified Chinese users, 13.1 percent of traditional Chinese users and 20.9 percent of Korean users used those, which is low in all cases and suggests that the need for station numbering is not very high (Fig. 4).

3.2.2 Difficulty in Understanding Information When Using Railways

Survey inquiries about the difficulty in understanding information when using railways prompted many responses about the difficulty in understanding items such as number of transfers required to reach the destination, location of line and/or platform to be used, route to be taken from departure station to destination station, fare to destination and required travel time to destination. Notably, respondents in all languages brought up most the issue of number of transfers required to reach the destination (Fig. 5).

Regarding difficulty in understanding information, dissatisfaction was evident in all attributes with regard to excessive information within line maps. Respondents said that they could not find their destination stations (lines) due to excessive listing of stations on line maps and fare charts (Fig. 6). These responses suggest the need for changes in the methods used to display information at stations in order for visitors from abroad to easily

Express and after debarking trains at JR Narita Airport Terminal Station, with respondents being asked about their usage and evaluation of guidance services when using railways during their stay in Japan. Respondents were also surveyed to ascertain their level of awareness about the initiatives being taken for visitors from abroad by JR East (Table 2).

The survey was used to inquire about the following:1) Usage of guidance services when using railways 2) Difficulty in understanding information when using railways3) Awareness about JR East’s services for visitors from abroad

3.2 Survey Results3.2.1 Usage of Guidance Services When Using RailwaysWhen using railways, the top guidance services used by visitors from overseas were line maps, guidance signs when looking for entry/exit or changing trains, line colors on line maps, and LED departure information boards. Those were followed by onboard LCDs also being referred to. Notably, some type of line map was used by more than 90 percent of visitors from abroad in all languages during their stays in Japan. This confirms that line maps are an important source of information to visitors from overseas (Fig. 3).

Regarding information on line maps that was used, visitors from abroad emphasized the importance of English or their native language being used for station names and the importance of train line colors. In the case of train line colors, the colors could be used intuitively to easily recognize and select a rail line

Questionnaire survey

Survey location Inside JR Narita Airport Station Onboard Narita Express

Survey period Dec. 16-22, 2010 Feb. 14-17, 2011

Survey targets

497 Samples (Respondents)(English: 341, Simplified Chinese: 55, Traditional Chinese: 59, Korean: 42)

77 Samples(English: 0, Simplified Chinese: 17,

Traditional Chinese: 32, Korean: 28)

Table 2 Survey Outline

Overall (n = 550)Informationreferred toon line map(Individual

person basis)

*Top two per section tinted in gray

Overall

EnglishSimplifiedChineseTraditionalChineseKorean

Stat

ion

nam

e (J

apan

ese)

Stat

ion

nam

e (E

nglis

h)

Stat

ion

nam

e (n

ativ

e la

ngua

ge)

Line

nam

e (J

apan

ese)

Line

nam

e (E

nglis

h)

Line

nam

e(n

ativ

e la

ngua

ge)

No.

of s

tatio

ns to

de

stin

atio

n

Line

col

ors

Mat

chin

g of

po

sitio

n ag

ains

t m

ap

Stat

ion

num

berin

g

(N=574)

Japanese

English

Able to read or speak Neither

38.2 61.8

87.9 12.1

Fig. 2 Sample Attributes

Overall (n = 574)


OverallEnglishSimplifiedChineseTraditionalChineseKorean

Stat

ion

near

est t

o de

stin

atio

n

Rou

te fr

om

depa

rture

to

dest

inat

ion

Fare

to

dest

inat

ion

Tim

e re

quire

d to

de

stin

atio

n

Num

ber o

f tra

nsfe

rs re

quire

d

Loca

tion

of

line/

plat

form

to b

e us

ed

Whe

ther

or n

ot

train

to u

se s

tops

at

des

tinat

ion

Whe

ther

or n

ot

train

use

d st

ops

at d

estin

atio

n

Arriv

al a

t de

stin

atio

n/tra

nsfe

r sta

tion

Hea

ding

of t

rain

us

ed

Fig. 5 Items Difficult to Understand in Information When Using Trains

Fig. 4 Information Referred to on Line Map

Overall (n = 574)


OverallEnglishSimplifiedChineseTraditionalChineseKorean

Any

line

map

Line

map

(E

nglis

h)

Line

map

(nat

ive la

ngua

ge)

Stat

ion

num

berin

g (E

nglis

h)

Stat

ion

num

berin

g (n

ative

lang

uage

)

Gui

danc

e si

gns

(ent

ranc

e/ex

it,

trans

fer)

Line

col

ors

LED

dep

artu

re

info

rmat

ion

boar

ds

Onb

oard

LC

D

Anno

unce

men

ts (E

nglis

h)

Anno

unce

men

ts (n

ative

lang

uage

)

Fig. 3 Information Sources When Using Trains



find destination stations on line maps and fare charts.While many English users noted the difficulty in

understanding displays just in Japanese, others noted that they could get by even without their native language. Chinese users were able to understand Japanese (kanji) notation and Korean speakers able to understand English notation to some extent.

3.2.3 Awareness about JR East’s Services for Visitors from Abroad

Regarding awareness of services (products) for visitors from overseas provided by JR East, English, simplified Chinese and Korean users were most aware of “Suica & N’EX” (package including Narita to Tokyo train ticket and rechargeable contactless smart card for other rail travel). Traditional Chinese users, on the other hand, were most aware of the JR East website (Fig. 7). Yet, apart from 53.8% of traditional Chinese users being aware of the JR East website and 61.4% of Korean users being aware of “Suica & N’EX”, all other JR East initiatives registered awareness levels below 50%, which means that our implemented initiatives have not sufficiently reached visitors from abroad.

Amidst this lack of awareness, the “Welcome to JR EAST” (Fig. 8) booklet we publish stands out as being hardly known, with only a 20.9% awareness rating. This suggests that the booklet (including a JR East line map) is not reaching visitors from abroad.

3.3 Issues in Current Situation and Needs of Visitors Based on the results of the survey, we compiled the following list of guidance service issues and needs in relation to visitors to Japan.(1) Guidance service issues(a) Handling foreign languages· Many people still say that there are not enough guidance signs.· Displays written just in Japanese cannot be understood

(especially by English users).(b) Difficulty in understanding line maps· Destination station and/or line cannot be found because of

excessive data on maps.· Font size is small and difficult to read.(C) Low penetration rate of JR initiatives · Apart to traditional Chinese users, information provided on

website is not sufficiently reaching visitors.· Many visitors do not know about discount services/tickets

(JR EAST PASS) for visitors from overseas. · The level of awareness is low for JR initiatives such as “Welcome

to JR EAST” and other pamphlets and the Travel Service Center.(d) Points that confuse visitors about Japan’s railway system· The complex railway network is difficult to comprehend.

(mostly experienced when changing trains and purchasing tickets)

· The transfer method is confusing (particularly in cases where different railway companies are involved).

· The number of transfers needed to reach a destination and required time are not clear.

(2) Needs of visitors from abroad· Visitors would like to be able to easily find out how to purchase tickets and how much the fares are.

· Visitors would like to be able to get information from a website in advance.

· Visitors would like guidance in their native language and have native language and Japanese both displayed on line maps.

· Visitors would like to have line maps in color.

Overall (n = 396)


Overall


Could

n’t fin

d int

ende

d sta

tion

due

to

exce

ssive

listin

g of

sta

tions

on

line

map

an

d fa

re ch

art

Could

n’t fin

d int

ende

d lin

e du

e to

exc

essiv

e lis

ting

of lin

es o

n lin

e m

ap

Could

n’t fin

d int

ende

d lin

e du

e to

exc

essiv

e nu

mbe

r of c

olors

on

line

map

Sam

e co

lor u

sed

for

line

with

diffe

rent

nam

e

Diffic

ult to

wor

k out

sta

tion

using

lette

r &

num

ber

Didn

’t kno

w if s

tatio

n nu

mbe

r on

line

map

wa

s num

ber o

f sta

tion

or tim

e re

quire

d to

sta

tion

Info

rmat

ion w

as e

ither

fo

r JR

or su

bway

only

Only

Japa

nese

was

sh

own

Font

size

was

small

an

d dif

ficult

to re

ad

Didn

’t kno

w wh

ere

guida

nce

could

be

foun

d

Didn

’t kno

w wh

ich

direc

tion

train

was

going

Could

n’t fin

d “y

ou a

re

here

” ind

icato

r to

get

bear

ing in

side

statio

n

Overall (n = 574)

JR E

ast w

ebsi

te

Wel

com

e to

JR

EAS

T

JR E

ast T

rave

l Se

rvic

e C

ente

r

JR E

ast

Info

rmat

ion

Cen

ter

JR E

ast I

nfol

ine

Shor

t Ter

m T

rave

l fro

m T

okyo

Suic

a &

N’E

X

JR E

AST

PASS

JAPA

N R

AIL

PASS

Non

e of

them

Overall


Fig. 6 Reasons for Difficulty in Understanding InformationWhen Using Trains

Fig. 8 Welcome to JR EAST

Fig. 7 Level of Awareness on Products/Services for Visitors from Abroad



Tentative Ideas on Optimum Guidance Methods4

Taking into consideration the results of the survey, we formulated some tentative ideas that will hopefully be greeted as effective approaches to creating guidance methods. We then verified their appropriateness, introduction costs, etc. (Fig. 9).

Of those guidance methods, the following are five examples that we believe should be given top priority.1) Improvement of line maps (paper base)⇒ A high proportion of visitors refer to paper line maps while

in Japan.Visitors have difficulty finding stations and lines on current

line maps, so maps need to be improved.2) Offering information via website⇒ A high ratio of visitors gathers information via the Internet

prior to coming to Japan. We can implement various initiatives such as those to promote

understanding of how to use the Japanese railway system and to promote the use of Suica. However, awareness of the JR East website is not very high.3) Touch panel guidance terminals⇒ We need to make it possible for visitors to search for routes

without having to look for a destination station on a complicated line map. Also, fares need to be made readily obvious despite the confusing fare system (Fig. 10).

4) Guidebooks⇒ Visitors refer to guidebooks before coming to Japan.5) Promoting use of Suica and discount tickets for visitors

from abroad⇒ Using Suica and/or discount tickets would reduce the need

to search for the destination on a line map, and it make train travel possible without the need to know fare system.

Regarding those five methods, we substantiated content raised as line map needs, and we decided to further study issues related to the acceptability of our tentative ideas for guidance methods for effective ways of getting information in 1), 2) and 5) as well as for the content that should be provided in 2), 3), 4) and 5).

Acceptability Study for Guidance Methods5

5.1 Study OverviewConcerning the tentative ideas for guidance methods in this study, we conducted group interviews and Internet surveys to verify the acceptability of each of the guidance methods.

For the major verification items we studied in the following flow:· Specific expressions (wording) to improve line maps· Effective ways of bringing line maps, the website, Suica and

discount tickets for visitors from abroad to the attention of visitors

· Content that should be offered via website, guidance terminals, and guidebooks

Ⅰ. Group Interview· Usage of public transport, evaluation of guidance services and points of dissatisfaction· User-friendliness and improvement points of tentative guidance methods

Ⅱ. Internet Survey· Quantitative substantiation based on the results of the group interviews

◎◎

◎

◎

○

○

◎

○

△

◎

○

◎

○

○

○

○ × △

○ △ △

△ × △

InitiativeProposal

Appropriatenessas solution

Introductioncost

Priorityas initiative

Contents forverification in next study

1) Improvement of line map (paper)

2) Providing information on

website

3) Touch panel guidance terminal

4) Guidebook

5) Promote use of Suica and tickets for visitors from

abroad

6) Station guidance signs

7) LED/LCD departure

information boards

8) Station numbering

Verify specific forms of expressing content.

Substantiatecontent and verify

As awareness is low, suggest ideas about how to effectively offer information to visitors, and verify that.

Verify effective waysof getting information

to visitors

Confirm where should content in 1) and 5) be developed, what information should be appended to the current 2), 3) and 4) items, and evaluation in comparison to other initiatives.

Confirm content thatshould be offered

Installing signs will take time as there is much equipment and it is spread out.

Introduction will cost a lot, so we will consider improvement at update.

Not very effective considering outlay costs.

Fig. 10 Images of Touch Panel Guidance Terminals

Fig. 9 Guidance Methods for Visitors from Abroad (Draft)



5.2 Improvement of Line MapIn the survey, we created two proposals (P and Q) for line maps reflecting the results of the questionnaire, and then we asked for opinions about the acceptability of proposals P and Q.

The features of the two line map proposals are as follows.(1) Proposal P (Fig. 11)1) Mainly stations within Tokyo are shown.2) Stations heavily used by visitors from abroad were given

prominence by highlighting them in outline letters.3) An index was provided on the right side of the map to show

stations that visitors from abroad frequently use and transfer stations (for example, Shinjuku ⇒ B3).

4) Icons depicting landmarks were displayed on the line map (for example, Tokyo Tower).

(2) Proposal QIn addition to the ideas used in proposal P, proposal Q limited station names on the map and in the index display to just transfer stations and stations frequently used by visitors from abroad.

5.3 Group Interview5.3.1 Survey OverviewWe conducted group interviews about the acceptability of the tentative ideas for guidance methods. The respondents were as follows (Table 3).

5.3.2 Survey ResultsThe following are typical opinions that we compiled from the interviews.(1) Information gathering prior to visit to Japan· Personal blogs were browsed for information on Japanese

railways (Korea, China and Taiwan).· Americans were not that interested in collecting information

prior to traveling.· The JR East website is assumed to be only in Japanese (Korea).⇒ We need to notify visitors that the JR East website has pages

in various languages so they will be properly aware of what information is available.

(2) Tickets for visitors from abroad and Suica· Respondents would like to find out about the existence of and

how to use Suica prior to their visit to Japan (all nationalities involved in interview).

· Respondents would like to see Suica being introduced in guidebooks printed in their country (Taiwan).

· Respondents would like to be able to purchase Suica in their countries in order to be able to use them as soon as they arrive in Japan (USA, Taiwan).⇒ We need to promote awareness of Suica together with the JR

East website and offer basic information related to Suica.(3) Content and timing of information offered· Respondents would like all information to be in video format

(China).· Respondents would like to see staff who can speak their native

language to be available in stations (China, Taiwan).⇒ Respondents were highly satisfied with the content and timing

for tentative methods of offering information. The next issue is to consider how such measures can be implemented.

(4) Evaluation of new line map· If traveling in Tokyo, the new line map has sufficient information

and stations are easy to find because of the landmark icons.· The index did not go over well (China, Korea, Taiwan).· Nearly all opinions stated that information was too limited in

Proposal Q.· Other requests included highlighting transfer stations and

notation in both English and Japanese.· Some respondents also wanted to see JR lines displayed with

Tokyo Metro lines, but other opinions noted that such a combination should not be too complicated⇒ Trial Line Map (Proposal P) was well accepted as being easy to

understand and simple (icons also appreciated).

5.4 Internet Survey5.4.1 Survey OverviewBased on the results of the group interviews, we conducted an Internet survey in order to provide some quantitative support to back up the interview results and in order to verify the evaluations of the new line map. The survey period and respondents are as follows (Table 4).

Fig. 11 Proposed Improvement for Line Map (P Proposal)

Table 3 Group Interview Survey Outline

Group interview survey

Survey period Nov.27, Dec.2, 2011

Survey targetsNewly arrived visitors from abroad: 12 samples(English: 3, Simplified Chinese: 3, Traditional Chinese: 3, Korean: 3) Implemented in four groups by native language



5.4.2 Survey Results(1) Necessary information, appropriate information gathering

medium, timing of gatheringAs to the timing of gathering information related to travel by train, the major response was “before visiting Japan”. And, of the 19 questions asked, more than 30% of respondents in 12 of the categories stated that they gathered information prior to visiting Japan (Fig. 12). Those who gathered information upon arrival at a Japanese airport tended to want approximate information about how to actually use trains. For example, 32% wanted to know about how to travel by train/change trains, 30% wanted to know how to purchase tickets, 30% wanted to know how to view (decipher) guidance signs, and 32% wanted to know routes to destinations. As for gathering information at stations used as bases for activities and visits to places, results showed that respondents mainly wanted practical information about riding trains, such as the number of transfers required in a journey and the travel time.

Furthermore, in response to the question about what media is useful gathering useful for gathering required information, figures were high for sources such as guidebooks, tourist pamphlets, free newspapers, official websites of companies and the like, personal blogs, and airport/train station information centers. Respondents from non-English-speaking countries actively

gathered information in advance; notably, Korean respondents showed the strongest tendency to do this. As sources for gathering information prior to visiting Japan, the main ones were personal blogs and guidebooks. Visitors from English-speaking countries tended to be less interested in gathering information, and their gathering media were spread across many sources. They also tended to show some interest in obtaining information from guidance terminals and guidance signs.(2) Acceptability of new line map and requests regarding its

improvement As to ease of use of the new line map, 75% of respondents viewed it favorably, saying that it was easier to use than the current line map (Fig. 13).

Notably, among the responses, 88% of Koreans were very pleased with the new map.

The new map was highly rated for all five points implemented to improve the current line map, with more than 80% of respondents favorably viewing content such as the use of just stations in Tokyo and the highlighting of stations frequently used by visitors from abroad.

Many of the requests for improvements to this new line map included use of both English and Japanese, inclusion of lines (such as Tokyo Metro) other than JR, giving a sense of distances, and making lines for access to the airport easier to find. As for the use of native languages along with Japanese, nearly half of the respondents stated they would like that if possible. However, only 8% were of the opinion that it was absolutely necessary. And, in common with this sentiment, the majority of opinions showed positive feeling about the use of Japanese along with other languages.

: 30-39%,* : 40-49%, : More than 50%

<1> The fact that the railway network in Japan is comprised of multiple rail companies

<2> Summary of how to ride trains in Japan (make transfers, etc.)

<3> How to use automatic ticket vending machines (purchase tickets)

<4> The fact that there are train types (local, rapid service, limited express)

<5> Information on discount tickets for visitors from abroad

<6> The fact that IC card tickets (Suica, PASMO) are available

<7> How to use/purchase Suica and PASMO

<8> How to view (decipher) guidance signs inside station

<9> Railway line maps

<10> Information on ticket sales counters

<11> Fare charts

<12> Timetables

<13> Route from departure to destination (route to use)

<14> Number of transfers between departure and destination

<15> Required time from departure to destination

<16> Number of stations from departure station to destination station

<17> Fare from departure station to destination station

<18> Knowing when destination station has been reached

<19> Guidance inside destination station

Com

pany

and

/or o

rgan

izat

ion

offic

ial w

ebsi

tes

Pers

onal

web

site

s/bl

ogs

YouT

ube

or o

ther

vid

eo s

harin

gsi

tes

Smar

tpho

ne a

pps

Gui

debo

ok

Pam

phle

ts/fr

ee n

ewsp

aper

sav

aila

ble

at h

otel

s

Pam

phle

ts/fr

ee n

ewsp

aper

sav

aila

ble

from

trav

el a

genc

ies

Pam

phle

ts/fr

ee n

ewsp

aper

sav

aila

ble

at a

irpor

ts

Post

ers

in a

irpor

ts

Info

rmat

ion

cent

ers/

desk

s in

airp

orts

Pam

phle

ts/fr

ee n

ewsp

aper

sav

aila

ble

in s

tatio

ns

Post

ers

in s

tatio

ns

Info

rmat

ion

cent

ers/

desk

sin

sta

tions

Stat

ion

coun

ters

Fare

cha

rt w

ith m

ap (i

n Ja

pane

se &

Engl

ish)

abo

ve ti

cket

mac

hine

s

Gui

danc

e te

rmin

als

loca

ted

in s

tatio

ns

Gui

danc

e si

gns

in s

tatio

ns/o

n pl

atfo

rms

Onb

oard

gui

danc

e m

aps

Onb

oard

mon

itors

Onb

oard

ann

ounc

emen

ts

Oth

ers

Don

’t kn

ow

Nec

essa

ry b

efor

e vi

sitin

g Ja

pan

Nec

essa

ry a

t Jap

anes

e ai

rpor

t

Nec

essa

ry a

t sta

tion

that

was

sta

rtpo

int o

f act

ivity

Timing ofinformationgathering

Media considered useful for gathering necessary information when using trains

(Units: %)

Fig. 12 Necessary Information, Appropriate Gathering Medium, Timing of Gathering

Internet survey

Survey period Jan. 10-27, 2012

Survey targets Tourists from abroad who have visited Japan in last six months to a yearUSA: 63, China 64, Taiwan: 65, Korea: 64 (Total: 256)

Table 4 Internet Survey Outline



Conclusion6From the results obtained in this survey we have compiled the following about appropriate guidance methods and the future outlook in relation to visitors to Japan from abroad.[Line map]· Line maps are referred to very frequently during visits to Japan,

suggesting that they are an effective form of communicating information.

· There is dissatisfaction about the difficulty in finding destination stations with the current line map because is overcrowded with station names

· Based on the problems found with the current line map, a new one was compiled, which was viewed highly by respondents. Therefore, it would be a good idea to proceed with a project to improve the line map based on the essential elements in the new line map

· Improvement requests for the trial line map include display of Tokyo Metro lines also and display of native language alongside Japanese⇒ Although demand for addition of Tokyo Metro lines is strong,

a new approach will be required, as the line map would become more complicated and harder to understand. Several variations of trial line maps should thus be produced, varying the layout of the Tokyo Metro lines and the languages used, with the maps then being actually evaluated by visitors before introduction.

[Effective ways of gaining information and the content that should be offered]· There is a strong demand for information prior to visiting Japan.⇒ Information must be provided not just via website but also

in travel agency pamphlets. In particular, many respondents would like to see information about tickets for visitors from abroad included in pamphlets.

· With regard to websites, there is strong demand for gaining information from personal blogs in addition to official websites (especially Koreans).⇒ Consideration needs to be given to initiatives for making use

of personal blogs.· The JR East line map needs to be included in guidebooks in

addition to the website.⇒ Consideration needs to be given to providing information to

guidebooks published in all the relevant countries.· Greater effort should be made to highlight the appeal of Suica

in that using it removes worries about searching for fares and changing trains so as to spur further sales of the product.

· Other initiatives highly demanded were making a pocket-size version of line map easily availability, providing instructions on how to use ticket vending machines, and giving guidance for visitors on moving around inside stations, so we need to deal with those.

· The content that should be provided and optimum timing for making such content available are compiled in Fig. 14

New line map evaluation (total)

*New trial line map TOP BOX

Current line map evaluation (total)

Information in Japanese and English is OK (total)

Desire or need native language included

*Native language must be included

Stations shown were narrowed down to mainly those in Tokyo

Efforts were to make stations frequently used by visitors for abroad stand out

Stations other than those frequently used by visitors for abroad also are shown

Index is in alphabetical order, and only stations frequently used by visitors for abroad and transfer stations are shown

Icons are used to show landmarks

Separate all lines by color

Use color and monochrome separately (total)

*Use color just for important lines

*Use color for just JR or just Tokyo Metro

Japanese need to be included (total)

*Absolutely necessary

Also want see Japanese shown

Also want English shown

Also want other lines (Tokyo Metro, etc.) shown in addition to JR

Want numbers and alphabet letters written above Japanese on lines in line map

Want numbers and alphabet letters written above Japanese for stations in line map

Want larger font used

Want compass points

Want an idea of distances

Want to know lines to use for airport access

Want to see directions (regions) the lines are heading

Overall USA China Korea Taiwan

80% or higher

80% or higher

50% or higher40% to 49%30% to 39%

50% or higher

80% or higher

50% or higher

Comparative evaluation of

user friendliness

Evaluation of new line map [Good (total)]

Points needing improvement on

new line map

Distinguishing lines by color

Necessity of including Japanese

Necessity of including native

language

Fig. 13 Acceptability of and Improvement Requests for New Line Map


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Prior to visit At airport At station●Strong need for official site to introduce various railway networks and blogs to talk about how to use trains* Koreans on the whole are strongly inclined to use personal blogs. This inclination is relatively strong in China too.

Summary of Japan railway use· There are multiple

rail networks· How to travel by

train (how to transfer, etc.)

Checking route intend to use· Route/number of

transfers/travel time from departure to destination

Summary of Japan railway use· How to travel by

train (how to transfer, etc.)

· How to use ticket vending machines

· How to view (decipher) guidance signs

Summary of Japan railway use· There are different

types of trains· How to use ticket

vending machines

Providing information on tools to help travel· Availability of Suica· How to use/buy

Suica cards· Line map

(strongest inclination is for map in guidebook)

· Information on discount tickets for visitors (strong inclination for inclusion in guidebook and travel agency pamphlets)

Summary of Japan railway use· How to view

(decipher) guidance signs

* Strong inclination to have information by paper medium in Korea, China & Taiwan

* Apps also used much in Korea.* In USA, tendency to get info at airport rather than prior to visit is high.

Providing tools to help travel· Availability of

Suica· How to use/buy

Suica cards· Line map· Information on

discount tickets for visitors

Searching for/checking route to use· Route/number of

transfers/travel time/fare from departure to destination

Searching for/checking route to use· Route/number of

transfers/travel time/fare from departure to destination

Summary of Japan railway use· How to use ticket

vending machines


vending machines

* Strong overall need for information in Taiwan. Strong need for line map information in China.

Providing tools to help travel· Availability of

Suica· How to use/buy

Suica cards· Line map· Information on

discount tickets for visitors


vending machines

Providing tools to help travel· Line map· Guidance on counters selling tickets· Fare guidance· Guidance inside destination station

Fig. 14 Content and Timing of Information Offered

Reference:1) Kokuseki Betsu/Mokuteki Betsu Homon Gaikyaku Su [in Japanese]

(Japan National Tourism Organization)2) Honichi Gaikyaku Homonchi Chosa 2010 [in Japanese] ( Japan

National Tourism Organization)

We need to be able to provide at appropriate timing the information desired by visitors from abroad, and information requirements differ depending on the nationality of the visitor. We therefore plan to continue our study on how to provide optimum guidance methods based on the knowledge gained from this survey.

research on appropriate service guidance for visitors from ...frontier service development...

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