Chapter 12: Traditional Costume Experience is an Integration of Many Core and Peripheral Activities: Implications for the Experience Logistics

This chapter aims to examine the roles of customers’ internal (cultural appreciation and cultural norm conformation) and external (trying peripheral activities and preserving core activities) motivations or expectations regarding their intentions to wear traditional costumes in Japan. By analyzing the answers of 237 foreign residents and visitors, this study found that external motivations could significantly strengthen these individuals’ intentions toward Japanese traditional costumes. Specifically, the core experiences involving the costumes could be supported by other peripheral experiences concerning the traditional food, drinks, and souvenirs to make them more attractive and successful. These observations were discussed to develop experience logistics. An integrated logistics approach and logistics information system were advocated.