Impact of Japanese travelers’ psychographics on domestic travel intention during the COVID-19 pandemic

To develop tourism products and campaigns that will not only help the industry to survive, but also revive sustain it in future, is imperative understand behavioral intentions of leisure travelers during coronavirus disease (COVID-19) pandemic. This study aims explore how Japanese traveler segments are characterized by their attitudes feelings toward domestic travel COVID-19 A market research was conducted on nationals, using 1353 questionnaires analysis. factor analysis generated six attitude dimensions: 1) Anxiety, 2) Government Mistrust, 3) Psychological Impact, 4) Optimistic Outlook, 5) Financial 6) Social Anxiety; through K-means cluster analysis, segmentation produced three distinct tourist segments: Confident Travelers, Anxious Travelers. Each segment clearly described terms attitudes, considering socio-demographic characteristics. Practical suggestions manage target these include implementing packages with minimal face-to-face contact for anxious travelers, subsidies national confident or conventional marketing social travelers.