Loyalty Marketing, the company operating the common point service “Ponta,” conducted a survey on dual pricing for inbound tourists, targeting individuals in their 10s to 60s. This survey, following a similar one conducted in February 2024, focused on the awareness of dual pricing, where prices for products and services are set higher for inbound tourists than for domestic residents.
(Based on Materials from: Loyalty Marketing)
The survey revealed that the recognition rate of dual pricing increased significantly, from 42.2% in February 2024 to 62.0% in July 2024. Specifically, 36.2% of respondents indicated that they “knew” about dual pricing, while 25.8% said they “felt they had heard of it.” This brings the total recognition rate to 62.0%. The 19.8 percentage point increase in awareness may be attributed to the growing discussions about price differences both domestically and internationally.
(Based on Materials from: Loyalty Marketing)
In terms of opinions on dual pricing, 40.9% of respondents in the July 2024 survey said they “agree” with the practice, and 28.6% said they “somewhat agree,” totaling 69.5% in favor. This represents an 11.2-point increase from the previous survey’s result of 58.3%. The reasons for supporting dual pricing included the impact of a weak yen and its effectiveness as a countermeasure against overtourism. Many respondents expressed understanding of dual pricing in Japan, particularly those who had experienced it abroad. On the other hand, those opposed to dual pricing cited concerns that it contradicts Japan’s spirit of hospitality, could be seen as disrespectful to tourists, or might complicate distinguishing between residents and non-residents. Notably, there were concerns that dual pricing could be perceived as discriminatory or unfair.
(Based on Materials from: Loyalty Marketing)
Regarding the locations where dual pricing is more acceptable, cultural facilities and nature reserves were the most supported, with over half of the respondents indicating approval. In contrast, less than 30% accepted dual pricing in restaurants or public transportation, highlighting clear differences in acceptance depending on the location. Across all locations, the percentage of respondents who said dual pricing was “unacceptable” was just over 20%, indicating that understanding of dual pricing in specific places is becoming more widespread.
(Based on Materials from: Loyalty Marketing)
The most important factor in increasing acceptance of dual pricing was “clear criteria for price differences,” followed by “a clear purpose for the pricing.” The clarity of price differences ranked highest at 58.2%, reflecting a strong demand for transparency and fairness. While 45.8% of respondents said they saw “no particular disadvantage” to dual pricing, 36.2% felt it could give a discriminatory impression. Conversely, the greatest perceived benefit of dual pricing was “the maintenance and management of tourist resources,” with 49.3% supporting this reason.
These survey results indicate that perceptions of dual pricing for inbound tourists are gradually changing, and the debate surrounding its implementation could potentially influence future tourism policies.