Phantom Demand and the Sake Market

IF 0.5 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM

TOURISM CULTURE & COMMUNICATION Pub Date : 2021-04-14 DOI:10.3727/109830421X16135685359947

B. Mckercher, Ryan P. Smith, W. Baldwin, Forest Ma

引用次数: 0

Abstract

This article examines sake consumption patterns in Hong Kong and reports on a study that seeks to determine if the market can be grown. Hong Kong is one of the major export markets for sake, driven largely by the popularity of Japanese restaurants. The Japanese Export and Trade Organizations (JETRO) is looking at ways to expand consumption as a means of overcoming the decline in sake sales in Japan. This study presents a cautionary tale of market research, for on the surface the study reveals the market could grow by at least 25%, and more importantly, the current price point is below what consumers are willing to pay. However, closer examination of the results suggests a much smaller growth potential for most of the people who consume sake do so once a month or less and usually in a restaurant setting. Increasing sales will require a change in overall dining and drinking behavior patterns, which will be difficult to achieve.

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幻影需求与清酒市场

本文考察了香港的清酒消费模式，并报告了一项旨在确定市场是否可以增长的研究。香港是清酒的主要出口市场之一，这在很大程度上是受日本餐馆受欢迎的推动。日本出口贸易振兴机构(JETRO)为了克服日本清酒销售的萎缩，正在研究扩大消费的方案。这项研究提出了一个市场研究的警示故事，因为从表面上看，研究表明市场可能至少增长25%，更重要的是，目前的价格点低于消费者愿意支付的价格。然而，对结果的进一步研究表明，大多数喝清酒的人的增长潜力要小得多，他们一个月喝一次或更少，通常是在餐馆里喝。增加销售需要整体餐饮行为模式的改变，这是很难实现的。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

TOURISM CULTURE & COMMUNICATION HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

1.20

自引率

16.70%

发文量

期刊介绍： Tourism, Culture & Communication is the longest established international refereed journal that is dedicated to the cultural dimensions of tourism. The editors adopt a purposefully broad scope that welcomes readers and contributors from diverse disciplines and who are receptive in a wide variety of research methods. While potential cultural issues and identities are unlimited, there is a requirement that their consideration should relate to the tourism and hospitality domain. Tourism, Culture & Communication provides readers with multidisciplinary perspectives that consider topics and fields extending beyond national and indigenous cultures as they are traditionally understood and recognized. Coverage may extend to issues such as cultural dimensions of the United Nations’ Sustainable Development Goals (SDGs), gender and tourism, managing tourists with disabilities, sport tourism, or age-specific tourism. Contributions that draw upon the communications literature to explain the tourism phenomenon are also particularly welcome. Beyond the focus on culture and communications, the editors recognize the important interrelationships with economies, society, politics, and the environment. The journal publishes high-quality research and applies a double-blind refereeing process. Tourism, Culture & Communication consists of main articles, major thematic reviews, position papers on theory and practice, and substantive case studies. A reports section covers specific initiatives and projects, “hot topics,” work-in-progress, and critical reviews.