Exploring Tourists’ Perceptions of Traditional and Contemporary Hot Springs Hotels in Japan

Hot springs and ancillary hotels have been a major tourist attraction in Japan. While some hot springs hotels preserve the traditional bathing and lodging facility, some incorporate contemporary layout in their design. The purpose of this study is to explore how international tourists perceive hot springs hotels in Japan. Data was collected online with two groups of samples from Japan and the United States, respectively. Participants were asked to evaluate hotels attributes and brand personality dimensions based on photos. U.S. tourists perceive traditional and contemporary hot springs hotels differently based on brand personality dimensions. Hotel managers should provide more excitement through an introduction of authentic dining, bathing, and lodging experience to customers while preserving the natural surrounding and physical features for attraction.