(注)認知度30％以上を赤または黄色で塗りつぶした。 32
ゴールデンルート
※上の観光地や北海道、沖縄、広島、神戸、長崎、福島、九州は認知度が高い
• 全体では、ゴールデンルート上の観光地や北海道、沖縄、広島、神戸、長崎、福島、九州の 認知度が高 い。
• アジアは、欧米豪と比較して、日本各地の観光地を知っており、特に台湾、香港は、幅広く知っている。
• 欧米豪は、知っている観光地が限られているなか、広島、長崎、沖縄、福島に対する認知度が高いのが 特徴的である。また、北海道への認知度がアジアと比較して低くなっている。今後、地方観光地につい て一層の PR が必要と思われる。
訪日経験が増すと、日本各地への認知度が高まる
• 訪日経験回数別に認知度をみると、アジアについては、訪日経験に関わらず、ゴールデンルート上の観 光地や北海道、沖縄、広島への認知度は高い。
• 訪日経験が増すと、日本各地への認知度が高まり、特に台湾、香港、中国のリピーターを中心に、九州 および東北エリアなどの観光地への認知度が高くなっている。
25-2. 日本の観光地の認知度 （アジア・訪日経験回数別）
（回答はあてはまるもの全て）
＜全員＞
DBJ・JTBF アジア・欧米豪 訪日外国人旅行者の意向調査（平成 28 年版）
回答者→
訪日経験→ なし １回 ２回
以上 なし １回 ２回
以上 なし １回 ２回
以上 なし １回 ２回
以上 なし １回 ２回
以上 なし １回 ２回
以上 なし １回 ２回
以上 なし １回 ２回
以上 なし １回 ２回
以上 なし １回 ２回 以上 サンプル数 3,653 1,125 1,420 1,836 954 1,287 201 123 188 149 212 146 121 117 263 109 89 299 206 155 155 288 89 132 388 85 46 374 84 58 東京 63% 78% 83% 65% 78% 83% 63% 74% 81% 62% 76% 77% 69% 85% 89% 66% 78% 82% 65% 77% 75% 64% 82% 91% 65% 78% 89% 66% 80% 78%
富士山 62% 75% 79% 64% 76% 79% 60% 72% 72% 66% 77% 78% 68% 81% 86% 55% 73% 77% 68% 77% 76% 64% 76% 86% 68% 76% 80% 60% 74% 72%
北海道 35% 66% 74% 55% 70% 76% 58% 62% 65% 66% 78% 73% 72% 85% 86% 61% 74% 81% 55% 65% 68% 55% 70% 80% 57% 61% 80% 38% 61% 57%
札幌 26% 51% 66% 35% 53% 68% 56% 57% 66% 34% 50% 54% 55% 68% 79% 48% 66% 76% 37% 48% 61% 28% 47% 64% 26% 42% 59% 29% 44% 57%
函館 5% 15% 40% 8% 17% 43% 3% 3% 23% 7% 13% 30% 37% 54% 68% 19% 22% 59% 2% 7% 28% 5% 15% 39% 5% 14% 26% 4% 10% 10%
帯広／十勝 2% 4% 14% 2% 4% 15% 1% 2% 4% 1% 5% 16% 4% 8% 24% 9% 8% 25% 2% 3% 9% 1% 2% 5% 2% 1% 9% 1% 2% 3%
ニセコ 2% 4% 9% 2% 3% 8% 1% 1% 4% 4% 6% 22% 2% 0% 5% 3% 4% 6% 0% 3% 9% 1% 2% 13% 2% 4% 9% 2% 2% 3%
知床／阿寒 1% 4% 14% 2% 4% 15% 0% 2% 4% 4% 7% 22% 2% 3% 18% 4% 7% 28% 2% 1% 5% 1% 0% 7% 1% 4% 11% 1% 2% 0%
東北 3% 9% 23% 4% 9% 24% 3% 3% 16% 5% 10% 25% 17% 20% 40% 6% 12% 26% 3% 10% 15% 3% 2% 13% 2% 8% 17% 3% 6% 10%
青森 5% 13% 36% 9% 15% 38% 13% 11% 35% 5% 12% 29% 45% 45% 59% 26% 25% 52% 4% 12% 23% 1% 4% 19% 4% 6% 22% 6% 4% 10%
秋田／角館 5% 11% 24% 7% 12% 26% 3% 2% 13% 9% 18% 34% 32% 26% 39% 17% 28% 39% 1% 3% 7% 2% 2% 10% 6% 11% 20% 4% 4% 5%
山形／蔵王 3% 7% 20% 5% 7% 21% 1% 2% 7% 1% 7% 23% 18% 21% 30% 8% 9% 29% 4% 1% 14% 3% 3% 9% 4% 8% 20% 4% 8% 21%
岩手／平泉 3% 10% 23% 5% 11% 25% 2% 2% 11% 5% 11% 28% 18% 25% 34% 18% 26% 38% 4% 10% 19% 3% 3% 8% 3% 6% 9% 2% 7% 12%
仙台／松島 7% 20% 38% 11% 22% 40% 12% 11% 24% 17% 31% 48% 26% 36% 52% 27% 37% 51% 18% 23% 38% 3% 4% 23% 7% 13% 20% 3% 10% 12%
福島 28% 34% 44% 26% 32% 45% 38% 36% 52% 28% 34% 49% 36% 45% 51% 28% 37% 45% 19% 26% 38% 18% 27% 34% 23% 24% 28% 27% 27% 47%
新潟 5% 13% 27% 8% 14% 28% 3% 3% 14% 5% 16% 32% 31% 32% 42% 18% 20% 38% 5% 10% 14% 4% 10% 17% 7% 7% 20% 5% 12% 19%
佐渡 2% 5% 9% 2% 5% 9% 0% 2% 4% 5% 8% 20% 4% 6% 10% 4% 4% 7% 1% 6% 12% 2% 2% 6% 2% 1% 0% 2% 6% 9%
日光 4% 12% 27% 4% 11% 28% 3% 5% 15% 5% 14% 32% 10% 10% 39% 3% 11% 31% 1% 15% 28% 5% 12% 23% 6% 9% 17% 3% 7% 9%
箱根 6% 26% 49% 10% 27% 51% 13% 16% 40% 13% 27% 47% 46% 61% 75% 19% 40% 63% 7% 21% 35% 6% 20% 42% 4% 16% 33% 5% 10% 14%
松本／白馬 4% 8% 15% 4% 8% 15% 2% 2% 11% 5% 11% 28% 8% 8% 12% 6% 10% 18% 3% 8% 23% 3% 3% 5% 2% 8% 7% 4% 8% 5%
軽井沢 3% 12% 28% 6% 13% 31% 0% 2% 9% 7% 7% 22% 45% 53% 66% 10% 28% 49% 2% 4% 11% 2% 0% 3% 2% 2% 7% 2% 12% 5%
北陸 2% 4% 13% 3% 4% 13% 2% 2% 4% 5% 7% 19% 4% 8% 27% 1% 1% 13% 2% 3% 6% 1% 1% 3% 2% 2% 13% 3% 5% 2%
金沢 4% 10% 26% 6% 10% 26% 2% 1% 11% 2% 12% 25% 11% 17% 38% 8% 12% 35% 8% 10% 19% 4% 3% 12% 5% 8% 28% 6% 15% 21%
立山／黒部 2% 9% 26% 4% 10% 28% 2% 2% 5% 2% 6% 21% 23% 28% 56% 11% 24% 42% 2% 7% 14% 1% 1% 8% 2% 5% 15% 2% 6% 10%
富山 5% 14% 23% 7% 15% 24% 2% 1% 9% 14% 30% 41% 17% 18% 29% 15% 20% 33% 5% 15% 18% 3% 2% 10% 10% 12% 24% 3% 8% 9%
飛騨／高山 2% 7% 22% 3% 8% 23% 2% 2% 4% 2% 8% 20% 12% 20% 39% 7% 12% 36% 3% 6% 15% 3% 1% 9% 2% 8% 13% 2% 4% 7%
名古屋 26% 52% 64% 39% 55% 65% 46% 48% 64% 46% 58% 62% 64% 69% 73% 44% 66% 74% 37% 46% 55% 22% 36% 54% 40% 59% 59% 37% 55% 55%
伊勢／志摩 4% 10% 23% 6% 11% 24% 2% 0% 7% 7% 13% 27% 30% 27% 37% 20% 24% 38% 5% 8% 14% 2% 1% 8% 4% 4% 13% 1% 5% 5%
関西 13% 35% 54% 21% 39% 56% 28% 31% 51% 22% 36% 44% 48% 62% 69% 33% 60% 70% 32% 44% 54% 8% 19% 42% 18% 32% 33% 12% 23% 29%
京都 42% 67% 76% 46% 68% 76% 55% 65% 75% 50% 71% 71% 66% 80% 84% 48% 64% 79% 56% 64% 71% 34% 67% 77% 40% 60% 74% 44% 63% 64%
奈良 10% 39% 55% 16% 42% 57% 23% 34% 53% 33% 57% 64% 50% 67% 73% 41% 58% 67% 16% 36% 48% 5% 18% 39% 8% 20% 24% 4% 19% 17%
大阪 46% 72% 78% 56% 73% 79% 61% 73% 79% 56% 75% 68% 71% 81% 86% 60% 78% 84% 56% 65% 72% 49% 73% 77% 56% 76% 76% 51% 64% 64%
神戸 29% 53% 64% 36% 54% 65% 43% 46% 62% 52% 70% 68% 60% 69% 75% 44% 61% 73% 37% 40% 46% 24% 40% 59% 32% 52% 54% 30% 38% 53%
岡山 8% 15% 23% 9% 15% 24% 6% 5% 18% 7% 21% 25% 23% 29% 34% 7% 19% 27% 9% 14% 16% 5% 3% 15% 11% 7% 15% 10% 14% 17%
広島 41% 46% 57% 37% 44% 57% 35% 36% 48% 40% 52% 53% 45% 52% 64% 32% 42% 63% 40% 41% 54% 28% 39% 53% 38% 31% 46% 37% 50% 53%
山口 8% 10% 18% 8% 10% 18% 6% 14% 19% 4% 8% 25% 4% 7% 13% 1% 7% 15% 9% 11% 15% 7% 8% 21% 8% 14% 13% 12% 14% 29%
鳥取 3% 9% 24% 5% 10% 25% 16% 20% 38% 5% 11% 30% 19% 21% 34% 9% 12% 29% 1% 3% 12% 3% 0% 5% 2% 2% 11% 1% 8% 9%
松江／出雲 2% 6% 11% 3% 6% 11% 1% 2% 8% 7% 9% 22% 8% 9% 16% 5% 4% 10% 2% 7% 8% 1% 2% 5% 2% 1% 9% 2% 2% 5%
四国 6% 15% 32% 8% 16% 33% 4% 4% 15% 15% 30% 47% 33% 32% 52% 14% 26% 47% 8% 5% 15% 4% 4% 14% 5% 2% 17% 5% 11% 14%
高松 4% 6% 15% 4% 6% 16% 1% 2% 13% 7% 10% 23% 7% 10% 21% 3% 6% 19% 3% 5% 12% 3% 1% 5% 3% 2% 13% 3% 2% 9%
直島 3% 4% 9% 3% 3% 9% 2% 2% 8% 3% 7% 17% 5% 2% 8% 2% 2% 8% 5% 5% 11% 1% 0% 5% 3% 2% 11% 2% 2% 5%
松山／道後 3% 6% 15% 4% 6% 16% 4% 3% 14% 7% 12% 27% 4% 6% 19% 6% 4% 16% 4% 5% 14% 2% 2% 5% 4% 6% 11% 3% 5% 10%
しまなみ海道／せとうち 2% 5% 13% 2% 5% 14% 0% 1% 5% 5% 8% 27% 4% 4% 22% 4% 11% 16% 0% 5% 8% 1% 0% 2% 1% 0% 7% 2% 4% 5%
徳島 4% 7% 17% 4% 7% 17% 9% 11% 20% 2% 7% 22% 6% 5% 23% 5% 6% 18% 2% 6% 12% 2% 4% 5% 4% 8% 11% 4% 10% 14%
高知 4% 6% 16% 4% 5% 17% 1% 5% 7% 3% 7% 23% 12% 9% 32% 6% 6% 17% 2% 5% 12% 5% 3% 9% 3% 2% 15% 4% 2% 3%
九州 16% 40% 59% 27% 44% 62% 47% 53% 63% 35% 47% 56% 59% 62% 77% 50% 61% 74% 33% 42% 49% 13% 28% 54% 17% 25% 37% 12% 24% 22%
福岡／博多 15% 34% 56% 24% 36% 59% 45% 53% 63% 31% 35% 51% 42% 49% 72% 39% 47% 66% 27% 37% 53% 14% 20% 45% 16% 19% 37% 13% 20% 24%
佐賀／唐津 3% 8% 23% 5% 9% 24% 2% 3% 10% 8% 11% 30% 24% 31% 41% 9% 10% 36% 5% 6% 12% 1% 1% 5% 2% 1% 13% 2% 5% 7%
長崎 31% 40% 52% 29% 40% 52% 33% 31% 54% 33% 46% 49% 45% 52% 63% 30% 46% 58% 30% 39% 44% 14% 28% 41% 27% 31% 28% 33% 39% 45%
別府／湯布院 3% 10% 31% 5% 11% 33% 18% 25% 48% 1% 10% 22% 10% 11% 33% 18% 28% 55% 3% 8% 15% 1% 2% 17% 2% 2% 11% 2% 2% 7%
熊本／阿蘇 5% 21% 42% 9% 23% 45% 12% 13% 39% 14% 29% 47% 45% 48% 64% 35% 58% 66% 3% 12% 21% 2% 2% 17% 4% 9% 28% 2% 10% 7%
宮崎 8% 22% 38% 13% 24% 40% 18% 13% 33% 23% 40% 47% 37% 45% 54% 29% 42% 56% 10% 12% 25% 3% 6% 17% 12% 11% 24% 6% 10% 19%
鹿児島 8% 24% 45% 14% 27% 48% 15% 15% 37% 27% 42% 55% 60% 58% 70% 54% 57% 70% 6% 9% 15% 3% 3% 23% 5% 9% 24% 3% 6% 17%
沖縄 36% 55% 69% 43% 57% 70% 50% 56% 68% 54% 67% 71% 70% 72% 86% 64% 73% 74% 36% 40% 54% 37% 47% 60% 39% 48% 57% 33% 48% 55%
知っている場
所はない 16% 0% 0% 10% 0% 0% 13% 1% 0% 2% 0% 0% 7% 0% 0% 7% 0% 0% 5% 0% 1% 15% 1% 0% 11% 0% 0% 12% 1% 0%
タイ シンガポール
アジア計 マレーシア インドネシア
全体 韓国 中国 台湾 香港
(注)認知度30％以上を赤、橙または黄色で塗りつぶした。
34
訪日経験が増すと、日本各地への認知度が高まる
• 欧米豪については、訪日経験に関わらず、ゴールデンルート上の観光地や広島、長崎、福島、沖縄、
神戸への認知度が高い。アジア全体と比較して、訪日経験がない層の北海道の認知度は相対的に低い が、訪日経験者では大幅に高くなっている。
• リピ－タ－（訪日経験２回以上）については、上記の観光地に加え、アメリカは、山口、仙台／松島、
金沢、オーストラリアは九州、日光、金沢、イギリスは福岡／博多、九州、青森、日光、金沢、フラ ンスは東北、日光、九州、金沢、福岡／博多への認知度が比較的高い。
• 国により観光地に対する認知度に差がみられることから、今後とも戦略的なPRやマーケティングが重 要と思われる。
25-3. 日本の観光地の認知度 （欧米豪・訪日経験回数別）
（回答はあてはまるもの全て）
＜全員＞
回答者→
訪日経験→ な し １ 回 ２ 回以 上 な し １ 回 ２ 回以 上 な し １ 回 ２ 回以 上 な し １ 回 ２ 回以 上 な し １ 回 ２ 回以 上
サンプル数 1,817 171 133 451 39 37 417 64 47 479 35 22 470 33 27
東京 62% 79% 86% 66% 79% 89% 64% 73% 85% 68% 89% 95% 49% 79% 74%
富士山 61% 70% 77% 68% 72% 76% 64% 73% 85% 67% 77% 91% 45% 52% 52%
北海道 15% 41% 52% 11% 38% 43% 22% 42% 62% 13% 57% 59% 16% 24% 41%
札幌 17% 43% 50% 19% 44% 49% 21% 50% 62% 15% 54% 59% 14% 18% 26%
函館 1% 9% 14% 2% 8% 14% 2% 14% 13% 1% 9% 23% 1% 0% 11%
帯広／十勝 1% 2% 5% 1% 5% 5% 1% 0% 0% 1% 3% 5% 1% 0% 11%
ニセコ 2% 8% 10% 1% 8% 11% 2% 16% 6% 2% 0% 14% 1% 0% 11%
知床／阿寒 1% 5% 4% 1% 10% 5% 1% 6% 2% 0% 3% 5% 1% 0% 4%
東北 2% 4% 14% 2% 5% 11% 2% 8% 9% 1% 0% 18% 1% 0% 22%
青森 1% 3% 14% 1% 5% 16% 1% 5% 9% 0% 0% 27% 0% 0% 7%
秋田／角館 2% 6% 7% 3% 8% 16% 3% 6% 0% 2% 6% 14% 1% 6% 0%
山形／蔵王 2% 8% 8% 3% 13% 14% 3% 8% 2% 2% 3% 14% 1% 6% 7%
岩手／平泉 1% 2% 5% 2% 5% 5% 1% 0% 6% 1% 0% 5% 0% 6% 0%
仙台／松島 3% 9% 21% 3% 8% 30% 2% 17% 19% 4% 3% 18% 2% 3% 15%
福島 29% 39% 35% 24% 36% 41% 30% 45% 40% 29% 34% 41% 34% 36% 15%
新潟 3% 9% 13% 3% 10% 14% 2% 6% 11% 3% 14% 23% 2% 6% 7%
佐渡 1% 5% 8% 1% 8% 5% 1% 6% 6% 2% 3% 18% 1% 3% 7%
日光 3% 14% 23% 3% 18% 11% 5% 14% 32% 3% 20% 27% 2% 3% 22%
箱根 2% 18% 30% 2% 15% 14% 3% 19% 40% 4% 26% 41% 1% 9% 26%
松本／白馬 3% 9% 13% 3% 13% 16% 5% 9% 15% 4% 9% 5% 2% 3% 11%
軽井沢 0% 5% 7% 0% 8% 3% 1% 6% 9% 0% 3% 14% 0% 3% 4%
北陸 1% 5% 9% 1% 5% 16% 1% 5% 6% 1% 0% 5% 1% 12% 7%
金沢 2% 9% 24% 1% 15% 24% 3% 9% 26% 2% 6% 27% 1% 6% 19%
立山／黒部 1% 4% 8% 1% 5% 8% 1% 5% 4% 1% 3% 14% 0% 0% 7%
富山 2% 6% 15% 2% 8% 19% 2% 6% 15% 2% 3% 14% 1% 6% 11%
飛騨／高山 1% 5% 13% 1% 8% 3% 2% 5% 19% 0% 9% 18% 1% 0% 11%
名古屋 12% 33% 50% 8% 31% 65% 15% 36% 47% 9% 37% 55% 16% 27% 33%
伊勢／志摩 2% 5% 14% 2% 5% 11% 2% 6% 13% 1% 3% 18% 1% 3% 15%
関西 4% 16% 35% 3% 15% 30% 7% 23% 38% 3% 3% 45% 4% 15% 26%
京都 38% 67% 68% 37% 64% 68% 40% 72% 72% 37% 69% 73% 39% 58% 59%
奈良 4% 23% 37% 3% 21% 32% 7% 25% 45% 2% 23% 32% 3% 21% 33%
大阪 37% 63% 68% 34% 62% 73% 43% 67% 74% 38% 63% 59% 35% 58% 59%
神戸 23% 48% 53% 20% 44% 46% 21% 52% 62% 23% 51% 55% 27% 42% 48%
岡山 7% 14% 14% 6% 13% 11% 7% 13% 19% 8% 14% 23% 6% 18% 4%
広島 45% 59% 56% 52% 64% 59% 44% 61% 64% 51% 60% 64% 35% 48% 33%
山口 8% 13% 23% 11% 21% 38% 7% 9% 19% 7% 14% 18% 5% 9% 15%
鳥取 1% 4% 5% 1% 5% 3% 2% 5% 2% 1% 6% 14% 0% 0% 7%
松江／出雲 1% 5% 3% 2% 8% 5% 1% 3% 0% 2% 11% 0% 1% 0% 7%
四国 4% 12% 16% 2% 13% 16% 4% 11% 17% 4% 9% 14% 7% 18% 15%
高松 4% 6% 9% 4% 5% 5% 5% 5% 15% 4% 6% 14% 3% 9% 0%
直島 3% 8% 8% 3% 13% 5% 3% 9% 9% 3% 3% 14% 2% 3% 7%
松山／道後 2% 7% 6% 3% 13% 5% 2% 8% 9% 3% 3% 5% 1% 3% 4%
しまなみ海道／せとうち 1% 5% 7% 1% 10% 8% 2% 6% 2% 1% 3% 5% 1% 0% 15%
徳島 4% 7% 13% 3% 10% 16% 4% 6% 11% 4% 3% 18% 3% 9% 7%
高知 3% 8% 11% 3% 13% 16% 5% 6% 4% 4% 6% 18% 2% 9% 11%
九州 6% 17% 32% 4% 23% 24% 9% 14% 40% 6% 11% 41% 7% 21% 22%
福岡／博多 6% 18% 32% 5% 21% 27% 8% 22% 32% 4% 14% 59% 7% 12% 19%
佐賀／唐津 1% 4% 7% 1% 10% 5% 1% 3% 11% 2% 0% 9% 0% 0% 0%
長崎 33% 42% 46% 35% 44% 51% 29% 39% 45% 37% 46% 64% 29% 42% 26%
別府／湯布院 1% 3% 11% 2% 3% 3% 1% 3% 15% 1% 6% 18% 0% 0% 7%
熊本／阿蘇 1% 7% 13% 1% 10% 8% 3% 8% 13% 2% 6% 18% 1% 3% 15%
宮崎 3% 9% 14% 2% 13% 16% 3% 13% 13% 3% 3% 14% 5% 6% 15%
鹿児島 3% 8% 19% 2% 5% 19% 4% 13% 17% 3% 9% 23% 2% 3% 19%
沖縄 29% 44% 59% 44% 51% 68% 23% 41% 57% 27% 51% 68% 22% 36% 41%
知っている場
所はない 23% 0% 1% 19% 0% 0% 18% 0% 2% 17% 0% 0% 36% 0% 0%
フランス
欧米豪全体 アメリカ オーストラリア イギリス