各国之间的旅游交流对促进社会繁荣及两国间的文化交流和友谊,乃至于对维护国际和平都发挥着不可替代的作用。在我国的入境游市场中,日本是最大的客源国之一。但近年来日本游客来华人数有下降趋势,不容乐观。进一步开发日本市场,是发展中国入境旅游的一个重要任务。中国大陆在日本人的出境旅游市场中排在第五位,在亚洲地区排在中国香港和韩国之后,显然,这与中国大陆丰富的旅游资源和广袤的地域是极不相称的。因此分析日本游客来华旅游动机,研究日本游客对中国旅游的兴趣点,针对不同团队制定不同的营销策略以及开发具有针对性的旅游产品具有重要的现实意义。 Tourism exchanges between countries play an irreplaceable role in promoting social prosperity and cultural exchanges and friendship between the two countries and even in safeguarding international peace. In China’s inbound tourism market, Japan is one of the largest source countries. However, the number of Japanese tourists visiting China has shown a downward trend in recent years and it is not optimistic. To further develop the Japanese market is an important task in developing China’s inbound tourism. Mainland China ranks fifth in the outbound travel market for Japanese and behind Asia and China in Hong Kong and South Korea. Obviously, this is a disproportionate share of the vast tourist resources and vast territory in mainland China. Therefore, it is of great practical significance to analyze Japanese tourists ’travel motivation in China, study Japanese tourists’ interest in Chinese tourism, formulate different marketing strategies for different teams and develop targeted tourism products.