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The global tourism landscape has undergone considerable transformation owing to the COVID-19 pandemic, which has altered its dynamics and created new challenges. Previously, travel was linked to well-being, fostering social connections, and a sense of belonging. However, the pandemic has caused substantial disruptions, leading to job losses and changes in travel behavior. Japan, which was already grappling with overtourism pre-pandemic, faced challenges such as strained infrastructure and environmental impact. Post-pandemic challenges include issues regarding tourist etiquette and labor shortages within the industry. Japan’s deeply rooted mask-wearing culture, driven by social responsibility, may lead to social stigma if norms are ignored, thus affecting tourism. Owing to an aging population and unattractive job profiles, the industry faces labor shortages, which lead to difficulties in recruiting during peak seasons. Therefore, understanding these challenges is crucial for the recovery and revival of tourism in Japan. Strategies must align with evolving societal values and sustainable practices to address behavioral norms and labor shortages. Using tweet-derived data, this study revealed an unexpected increase in discussions regarding mask use, highlighting Japan’s societal emphasis on harmony and consideration of others. This study highlights the challenges faced by tourists and industry professionals, particularly regarding foreign visitors’ comprehension of Japanese cultural norms. The results emphasize the critical factors affecting post-pandemic tourism in Japan, with the aim of exploring cultural influences on sustainable tourism in subsequent research. This endeavor aligns with the vision of the United Nations World Tourism Organization to reconstruct the industry and ensure equitable benefits for all stakeholders.
Soji Lee (Tue,) studied this question.