| Abstract: | Since the launch of the government's Ten Million Program in 1986, the number of Japanese outbound tourists has steadily increased even during the post-bubble economy period. Many destination countries have recognised the importance of the young female market segment as having a rapid growth rate and high spending power. This article investigates the sociocultural background of the Gal tourist by exploring Japanese values on life and women, sex and sexuality and changing values in the younger generations. Based on the findings, this paper will discuss the significance of the Young Female Japanese tourists as a potential market in the near future, and also importance of understanding the sociocultural background of the target market segment. |
