The popularity of Guam as a tourist spot among Japanese could be attributed to the former’s location as well as alignment to East Asian culture. However, recently the set of Japanese tourists has been changed from the traditional set of middle-aged tourists; Guam is recently being viewed as a favorite weekend spot by the Japanese youth (Dougan, 2007). Given the tourism revenues which come from Japan, Guam thus needs to devise new strategies of attracting and retaining the new set of tourists.
Marketing decisions are important in the tourism sector which is featured by a high degree of competition (Dasgupta, 2011). In the present case, marketing decisions are necessary to adopt by the Guamanian government to ensure that the Japanese prefer no other destination as a vacation spot. One important strategy they might adopt is to frame new tourism packages for the new set of tourists. In the era of globalization, youth generally are fonder of a culture inclined more towards the West, unlike the middle-aged population. Hence, Guam could pay greater attention to features which are more Western than Asian in order to retain their new set of visitors. It can easily gain the assistance of USA – of which Guam is a territory, in this regard. Simultaneously, they may not neglect their older features as well since such a step might bar the middle-aged population. Guam is more popular as a weekend spot which is why they might not need to hold back upon their traditional culture, as a method to attract the historical tourist.
In addition to marketing decisions, the national administration needs to stay alert about the supply side factors as well in order to attract tourists. Supply decisions primarily include the method in which tour operators cater to the needs of visitors to the nation (Shaw & Williams, 2004). In this regard, the national administration could induce tour operators to enter into pacts with hotels so as to make the rates more