ABSTRACT
SUMMARY. This paper reviews the motives of Japanese independent travelers and offers a conceptualization-Journeys for Experiences. A desegregation of the independent traveler market is broken down into the three effected segments: Careerists, Collectors and Mainstreamers. These segments are compared to generic segments of the Japanese market, and the effectiveness of Japanese tourism policy reviewed in terms of this segmentation. Also identified is the need for target marketing and image differentiation in promotion, in order to match the differential importance of motives by each segment toward the product offered both in terms of perceived and consumed experiences. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-342-9678. E-mail address: <getinfo@haworthpressinc.com> Website: < https://www.haworthpressinc.com >]
