An Analysis of the Emotional Reception Structure of Japanese Hot Spring and Bath Culture Contents: Focusing on Japanese Generation Z University Students

This study empirically analyzes how the emotional expressions depicted in onsen and bath culture content influence the emotional receptivity of Generation Z university students in Japan. As traditional bathing culture is being recontextualized into emotionally resonant content for younger audiences, this research aims to examine this transformation through a quantitative approach. A survey was conducted among 212 students enrolled at three universities in the Tokyo metropolitan area. Using factor analysis, t-tests, ANOVA, and regression analysis, the study identified four key emotional expression factors—emotional healing space, everydayness, tradition/local identity, and family/community solidarity—all of which significantly influenced emotional receptivity. Among these, healing and everydayness were found to be the most impactful in generating emotional engagement among Generation Z. The findings provide empirical evidence that traditional culture-based content is being newly internalized through emotional narratives among younger generations. This study also lays the groundwork for future research to explore the broader reception structure, including consumption behavior and digital practices, beyond emotional responses.