[FY3] Survey on Lantern Festival

Participation experience and intention to participate in the Nagasaki Lantern Festival |
• Participation experience/intent to participate is approximately 2% overall (6th place out of 15 festivals). This rate is high at 4% for those who are aware of it, but it remains below 1% for those who are not aware of it. There is a significant difference in motivation to participate depending on level of awareness, indicating the importance of public awareness.
• By age group, women have the highest participation experience and desire, especially in the F2 group, and by region, the Kyushu region has the highest participation experience and desire.


Sources of information that made me want to actually participate in or go to a “festival” |
• “TV” accounted for 7%. The F1 group also uses SNS a lot.


The importance of “festivals” when deciding on a travel destination |
• Approximately half of the respondents consider it important, but less than 1% of them consider it very important. There is a strong tendency to place particular emphasis on those who are aware and have experience in participating.


Awareness of Nagasaki Lantern Festival (Know/Don't know) |
• Awareness level is around 4%. The timing is not well known, with only 16% recognizing that it is a Lunar New Year event.
• By region, awareness is high in Kyushu, at over 8%, and recognition is progressing, while in the Kanto area, it is about 10 points below the average, and there are large regional differences. In terms of gender and age, the F1 class has the highest level of recognition.


Intention to participate in Nagasaki Lantern Festival |
• Approximately 6% intend to participate. 8% of those with knowledge of the program and 9% of those with experience of participation showed higher-than-average motivation.
• By region, ``Kyushu'' had a high intention to participate, and by gender and age group, ``F1'' had a high intention to participate. There is a lot of interest from repeat customers and young women.


Experience of participating in the Nagasaki Lantern Festival |
• 6.5% have participated. In Kyushu, 38.5% have participated. Among those who are aware, 16.8% have experience participating.


Relationship between the purpose of visiting Nagasaki City as a tourist and the Nagasaki Lantern Festival |
• The event itself has become a purpose, with approximately 8% of people coming to Nagasaki for the lantern festival.


Effects of web promotion in FY3 |
• 10.5% of respondents watched advertisements or videos. Some positive effects were seen, with approximately 7% of viewers responding that it made them want to go to Nagasaki.
 

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(Consideration: Reference)
• Among festivals with national recognition, the Lantern Festival ranks 15th out of 6 festivals in terms of participation and desire to participate.
• In particular, the willingness of those who are aware of the program (those who know about it) to participate is about twice the average, which shows the importance of making the program widely known.
• Looking at the level of awareness by region, Kyushu is high, but awareness is low in areas other than Kyushu such as the Kanto area.
• Since 8% of actual participants choose the lantern festival itself as the purpose of their trip, it is highly important as content that attracts tourists.
• As we have confirmed that this web promotion has had a certain effect, it can be said that further strategic promotion will be important in the future.