従来(注1)、旅行業にとって顧客(注2)を喜ばせることは難しくなかった。自分の行ったことがないところに行きたい、見たことがないものを見たい、食べたことのないものを食べたいというのが主なニーズであったし、長い休みの存在自体が旅行の動機になり得たからだ。だから参加者の多くは、そこに行って、そこそこ(注3)の観光ができれば、十分に満足した。旅行会社は、価格を抑えるために人々を大量に効率良く(注4)送客すればよかった。北海道や沖縄、グアムやハワイ、アジアのリゾート地……場所の魅力を繰り返し伝えて刺激し続ければそれでよかった。
しかし、そうして多くの人がさまざまな場所に出掛けるようになると、今度はただ行くだけでは満足しなくなる。目的が必要になる。行ってどうするのか、何ができるのかという目的が重要になる。
(中略)
この流れは現在も続いており、旅の動機づけとしては重要な視点となっている。ただ、残念ながらそういうことをマス(注5)としてとらえることが、価値観の多様化のなかで難しくなってきている。個々の目的を一つに束ねてマスの企画にすることが難しいのだ。ブームが発生しづらくなっている状況と原因は同じであろう。
(近藤康生『なぜ、人は旅に出るのか』による)
(注1)従来:これまで
(注2)顧客:客
(注3)そこそこの:まあまあの
(注4)効率良く:ここでは、経費や時間をかけずに
(注5)マス:集団
AI translation, cross-checked between two models.
In the past, it was not difficult for the travel industry to satisfy its customers.(注1)(注2) The main needs were to go somewhere one had never been, see things one had never seen, and eat foods one had never tried, while simply having a long vacation could itself provide motivation to travel. As a result, most participants were fully satisfied as long as they could go there and do a reasonable amount of sightseeing.(注3) Travel companies simply needed to transport large numbers of people efficiently in order to keep prices down.(注4) Hokkaido, Okinawa, Guam, Hawaii, Asian resorts... All they had to do was repeatedly promote the attractions of those places and keep stimulating people's interest.
However, once many people began traveling to all sorts of places, merely going somewhere was no longer enough to satisfy them. They needed a purpose. The purpose—what one would do there and what one could experience—became important.
(Omitted)
This trend continues today and remains an important perspective in motivating people to travel. Unfortunately, as values become more diverse, it has become increasingly difficult to capture such motivations on a mass scale.(注5) It is difficult to bundle individual purposes together into a single mass-market plan. The cause is probably the same as that behind the growing difficulty of creating large-scale trends.
(From 近藤康生, “Why Do People Travel?”)
(Note 1) 従来: until now; traditionally; in the past
(Note 2) 顧客: customer
(Note 3) そこそこの: reasonable; fairly good
(Note 4) 効率良く: here, without spending much money or time
(Note 5) マス: the masses; a group
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