Impact of the Tattoo Ban on Japans Tourism and Hospitality Industry - Case Study Example

Impact of the Tattoo Ban on Japan’s Tourism and Hospitality Industry Name Instructor Course Institution Submission Date Executive Summary Tourism trends in the Asia Pacific region have been relatively changing over time. Policies and regulations play a major role in a country’s tourist industry. In this case, good policies lead to increase in the tourists’ influx whereas poor or bad policies lead to a significant decrease in the inflow of tourists, and consequently less revenue is generated. This report focuses on an issue that has a potential adverse effect on Japan’s tourism industry. In this regard, the paper discusses Japan’s ban on tattooed individuals from entering or using public baths. The discussion is based on a victim’s story that was recently featured in The Telegraph news website. Apparently, she was denied access into the Hokkaido public bath because she had a tattoo on her lip and chin. Tattoo practices have been in existence for thousands of years, and the practice is slowly becoming a global trend especially among the youths. The report, therefore, recommends the consideration of cultural diversity, awareness creation, and review of outdated bans as some of the steps that can be taken to reduce the potential negative impacts of the tattoo ban. The paper concludes that Japan needs to re-strategize and act upon the recommendations if its tourism industry is to remain attractive to foreigners. This, not forgetting the tourists’ surge that is expected as a result of the 2020 Olympic Games set to be held in Tokyo. Table of Contents Executive Summary 2 Table of Contents 3 Introduction 4 Background 5 The History Of Tattoo Practices And Prohibition In Japan 6 Discussion 7 Recommendations 11 Conclusion 12 Works Cited 13 Appendices 14 Introduction Various governments and hospitality establishments impose different types of bans to regulate behaviours or activities of people within their jurisdictions. The ban, therefore, forbids a person from doing something that is regarded as wrong or unlawful according to the laws of the land, industry, or specific establishment. The under-age drinking and smoking bans are some of the common types of bans imposed in many countries within and outside the Asia-Pacific region (Duncan 2005). However, there are some bans that are associated with specific countries and not others. This paper intends to look at one of such prohibitions. In this regard, the paper will focus on tattoo bans in Japan. The country is an attractive tourist destination because of its public baths of natural hot springs. An incident was recently published in The Telegraph news website highlighting the plight of tattooed tourists visiting Japan. The article by Danielle Demetriou, dated October 22, 2015, featured the story of a New Zealand scholar who in 2013, was turned away from a public bath in Japan because she had a face tattoo. When her plight was reported, Japan’s tourism agency decided to launch a survey of 3,700 public bath facilities (Parry 2015). This survey was aimed at getting an overall picture of the Japanese tourism and hospitality industry’s approaches to the issue of tattoos. It was found that more than half of the survey sample prohibited people with tattoos from entering their public bath areas. In this regard, this report analyses s the impacts that tattoo bans may have on Japan’s tourism industry. It also provides various recommendations that would enable the industry to reduce the ban’s negative impact.   Background In 2013, a sixty-year-old Maori woman, Erana Brewerton, from New Zealand was in Japan attending an academic summit on indigenous languages in Hokkaido. As is common in most people’s views, it is okay to mix business with a little pleasure every once in a while if time and resources allow it. Bathing in Japan’s hot springs and spas is the one experience that everyone visiting the country would wish to partake. The natural hot springs are presumed to be a major attraction to tourists visiting for wellness purposes. The experience derived is expected to be wonderful in the sense that it is enjoyable and healthy, thereby, creating what Barrington and Olsen (1987) term as an unforgettable experience. For these obvious reasons, the New Zealand scholar decided to visit the Hokkaido public bath, but to her amazement and utter disappointment, she was denied access. The reason cited for the prohibition was that she had a tattoo on the face. As a Maori woman, the blue tattoo on her lips and chin was a cultural thing. In other words, traditional face tattoos are a common phenomenon amongst the Maori people of New Zealand in accordance to their customs and cultural beliefs. However, tattoos are prohibited in Japan because they are associated with and depicted as symbols of organized crime syndicates in the country (Mansfield 1999; Nguyen 2011; Parry 2015). Brewerton was therefore subjected to such a perception and denied access to the Hokkaido public bath. To understand the reasons behind such a treatment, the following is a brief analysis of Japan’s tattoo history. The History Of Tattoo Practices And Prohibition In Japan Tattooing is a practice that has been in existence since time immemorial. This practice has not always been banned in Japan. Rather, according to Nguyen (2011) tattooing was accepted and widely practiced amongst the Jomon culture and Ainu people of Japan thousands of years ago. Historical records indicate that the last completely tattooed Ainu woman passed away in 1998. The tattoo practice is believed to have existed since approximately 12,000 years ago. Like the Maori people of New Zealand, tattooing amongst the Japanese ancient people was a customary requirement for the women. It was held as a prerequisite for marriage, and this essentially meant that any woman who lacked a tattoo was not eligible for marriage. However, with the passing of time, the Japanese authorities decided to prohibit the use of tattoos amongst the ancient ethnic communities (Mansfield 1999). The earliest official prohibition dates back to around the year 1799 when the Ezo Shogunate issued an official ban on tattoos for the unborn and those who were not yet tattooed at the time of the decree. On the same note, in the year 1871, the Hokkaido Development Mission declared that all those born after the announcement of the ban on tattoos were prohibited from getting a tattoo of any form on any part of their body. Both bans were decreed because it was believed that tattooing was a form of cruelty, body mutilation, punishment, and a sign of criminal association (Mansfield 1999; Nguyen 2011; Parry 2015). The Japanese authorities’ decisions to ban tattoos did not go down too well with the locals who considered the practice to be an aspect of their religion. It was therefore met with resistance from the Ainu and other local ancient communities in Japan. However, the Japanese authorities did not and have not relented on their ban on tattoos. This prohibition has been extended to the locals and foreigners as well; irrespective of the existing social and cultural differences. In the case of The Telegraph’s news article, it is apparent that the Hokkaido officials failed to consider the cultural differences between them and the tourist, Erana Brewerton. The following discussion will look into how Japan’s prohibition of tattooed individuals from getting into public baths could affect the current and future states of the country’s tourism and hospitality industry. Discussion There are approximately twenty-six thousand geothermal springs located in different parts of Japan. The active natural hot spring in Beppu city is one of them. These natural hot springs and spas have over time spurred the country’s health and wellness tourism sector. These, among other factors, have earned Japan the fourteenth position in the Travel and Tourism Competitive Index 2013 (Erfurt-Cooper and Cooper 2009). Tourists from all over the world tour Japan to have a dip in these hot springs. However, prohibitions such as those relating to tattoos may affect tourists’ decisions to visit the destinations. The survey conducted by Japan’s Tourism Agency revealed that 56% of the surveyed inns and restaurants prohibited individuals who had tattoos from using their public baths.   13% of the surveyed establishments acknowledged that they only permitted tattooed bathers from entering the public baths on condition that their tattoos were well hidden. This means that only 31% of the 3,700 surveyed public bathing facilities would allow tattooed people to use their baths. Unfortunately, the Hokkaido public bath falls in the 51% category. Besides, even if the hospitality establishment is in the 13% category, Brewerton’s tattoo was too conspicuous, and no sticker would conveniently cover it. Therefore, she would not have a chance to get the much-desired bath experience. Brewerton would have had to locate a hospitality establishment that falls in the 31% category to have the unforgettable hot spring spa experience. Given the location, time, and purpose of her visit to Japan, locating the establishment may have proven to be an endeavour in futility. Besides, her spirits had already been dampened by the unpleasant treatment and probably she would not have the heart to try another establishment and risk getting a similar treatment. After all, Smith and Pucczko (2009) maintain that a tourist’s uncertainty about the way they will be treated as well as time constraints are some of the reasons that prevent individuals from engaging in wellness tourism. In the present case, Erana Brewerton’s scenario is a factor of both. Her academic mission may have hindered her from visiting other establishments outside Hokkaido. On the same note, her first experience in Hokkaido public bath may have aroused high levels of uncertainty in the manner of treatment that she is likely to get in the other establishments.   This form of tattooed tourists’ treatment and the creation of doubt and uncertainty in the tourists’ mind may lead to what Parsons (1996) terms as “sustained crises”. This type of crisis may be short-lived or long-lasting depending on the impact it causes. In other words, effects of sustained crisis may last for days, weeks, months, years, or even decades. Consequently, the country’s tourism industry may be unable to recover fully from the adverse impact of such a predicament. When such an eventuality happens, the tourist’s initial response would be to go back home and never come back to that country again (Faulkner 2001). Experiences of this manner contravene the cardinal rule of good hospitality, which according to Barrington and Olsen (1987), is about creating a beautiful, unique, and unforgettable experience for the client. There is a tendency for customers to revisit the same tourist destination over and over again if the initial experience was excellent. Put differently, a good tourism and hospitality experience should leave the customers feeling better about themselves and the places they have visited. It should warrant another visit in the near or far future. However, this is not the case with Erana Brewerton. As quoted in the news article, when she was contacted by the media to comment on the matter, the scholar’s response was “I’m not used to being treated like that.” This is a clear indication that the experience she derived as a tourist was not in the least way pleasant. She felt humiliated and ill-treated by the Hokkaido officials. The experience may be unforgettable but not in a positive manner as should be the case with worthwhile hospitality experiences. When the experience derived is a total contrast of Barrington and Olsen‘s (1987) view of unique hospitality experiences, the industry is surely bound to suffer. For one, the affected tourist will not consider revisiting the place. Secondly, neither will he or she consider recommending the same destination to someone else. In this case, the country’s tourist industry stands the chance of losing the current tourist and other potential tourists, thanks to the offended visitor’s travel advisory. As a result, this may tarnish the tourist destination’s image and consequently lead to a decrease in revenue (Faulkner 2001). This year alone, Japan has received over 15 million tourists and a third of these cite hot spring bathing as one of their primary reasons for visiting. On the same note, the much anticipated 2020 Tokyo Olympic Games is expected to see more people visiting Japan either as a pre-visit or during the actual Olympic Games. Studies indicate that more people are getting tattoos each day. It has been proven that many, especially the youths, are engaging in tattoo practices at the spur of the moment, especially when they visit new places (Quinn 2014). Mansfield (1999) refers to tattoos as an indelible form of art because of their permanence. Additionally, some of them are too large to be hidden by the stickers that various Japanese hospitality establishments are offering their clients to cover their tattoos. In this regard, such news as a ban on tattooed people from taking a bath in the public hot springs may have an adverse effect on the number and type of tourists that are likely to attend the games or visit Japan’s hot springs. With or without a ban on tattoos, the fact that Tokyo is set to host the 2020 Olympic Games will see Japan experience a surge in the number of foreign visitors. A majority of these may be oblivious of the prohibition imposed against people who have tattooed their bodies. Some, or many of them may be subjected to treatment similar to the one experienced by Erana Brewerton. In this regard, the major question is whether Japan will be ready and open to host various types of people from all over the world, and with diverse cultural beliefs and practices. If the country manages to do this, then the games will have a positive and long-lasting benefit to the country’s tourism industry in the future. In this regard, the following are recommendations of the possible steps that the industry may endorse to minimize the negative impacts of the ban, and increase the ability to provide tourists with the best experience (Barrington and Olsen 1987; Duncan 2005; Erfurt-Cooper and Cooper 2009). Recommendations i) Consider the cultural differences when making decisions relating to the tourism and hospitality industry. In this case, the tourism personnel should be in a position to accept and be open minded to tourists’ cultural diversities (Duncan 2005). They should not judge or misjudge tourists based on Japanese or personal perspectives. ii) Create awareness. Barrington and Olsen (1987) argue that in the hospitality industry, the customer’s experience is more important than the service provider’s personal sentiments. In this case, the Japanese tourism industry should make efforts to sensitize their personnel on the importance of treating tourists’ unique experience as a top priority. iii) Review the outdated laws and customs such as the ban on tattoos. Times are changing and so are the perceptions about tattoos. Put differently, tattooing is no longer a sign of crime affiliation, but a form of creative art (Mansfield 1999). It is time for Japan to change her perceptions and embrace the new global changes. After all, Faulkner (2001) argues that inability to accept changes is a major cause of crisis within the tourism industry. When these happen, the local and global perceptions will be merged to produce an acceptable global culture, thereby reducing conflicts between modernity and the country’s local identity. Additionally, more tourists will visit various destinations in Japan and become more knowledgeable and experienced. This could lead to an emergence of new tourist destinations and exchange of ideas. In short, glocalisation in Japan’s tourism industry will be achieved (Ritzer 2004). Conclusion It is apparent that a large number of foreigners who tour Japan each year do so with the purpose of visiting the hot spring baths. However, for some people, their anticipation of the bath experience may be cut short as was the case with Erana Brewerton. It is also not a secret that more people are getting tattoos each day, and, therefore, risk having their tourism spirits thwarted if they visit tourist destinations such as the Hokkaido public bath. For this reason, Japan’s tourism industry faces the risk of having foreigners take a detour to other countries because of the tattoo ban. The country should, therefore, be open minded and act upon the recommendations proposed in this report. At the end of the day, it will be a win-win situation in that, the industry’s revenue will increase, and the tourists will get a unique experience. Works Cited Barrington, M. and Olsen, M. (1987). Concept of service in the hospitality industry. International Journal of Hospitality Management, 6(3), pp.131-138. Duncan, T. (2005). Current issues in the global hospitality industry. Tour Hosp Res, 5(4), pp.359-366. Erfurt-Cooper, P. and Cooper, M. (2009). Health and wellness tourism: Spas and hot springs. 1st ed. Channel View publications. Faulkner, B 2001, 'Towards a framework for tourism disaster management', Tourism Management, vol. 22, pp. 134-147. Mansfield, S. (1999). The indelible art of the tattoo. Japan Quarterly, 46(1), p.30. Nguyen, T. (2011). Ainu People and Cultural History behind Tattoo. A Report on 2011 JDS Fieldtrip in Hokkaido. p.23. Parry, R. (2015). New Zealand scholar turned away at Japan baths for Maori face tattoo. [online] TheAustralian. Available at: http://www.theaustralian.com.au/news/world/new-zealand-scholar-turned-away-at-japan-baths-for-maori-face-tattoo/story-fnb64oi6-1227442729500 [Accessed 24 Oct. 2015]. Parsons, W 1996, ‘Crisis management’, Career Development International, vol. 1, no. 5, pp. 26 – 28. Quinn, T. (2014). Medical expert warns of dangers of getting tattoos or pedicures abroad. [online] Mail Online. Available at: http://www.dailymail.co.uk/travel/travel_news/article-2739899/Think-ink-Medical-expert-warns-holidaymakers-tattoo-pedicure-dangers-abroad-amid-concerns-rise-hepatitis-B-C-infections.html [Accessed 24 Oct. 2015]. Ritzer, G., 2004. The globalization of nothing, London: Sage Smith, M & Puczko, L 2009, Health and wellness tourism, Butterworth-Heinemann, Oxford. Appendices The following is a copy of Danielle Demetriou’s story as featured in The Telegraph news website. Majority of Japan hotels ban tattooed tourists from public baths Most Japanese hotels refuse to allow visitors with tattoos from entering their public baths The survey found that 56 per cent of hotels and inns questioned did not allow those with tattoos to enter public bathing areas Photo: IZA STOCK / Alamy Stock Photo By Danielle Demetriou, Tokyo 10:38AM BST 22 Oct 2015 More than half of Japanese hotels will not let visitors with tattoos enter their public bathing areas, according to a new government survey. A large number of hotels and inns across Japan have long imposed such bans due to tattoos being traditionally associated with yakuza organised crime gangs. But tourists with tattoos are also regularly banned from taking a dip in public baths commonly found in Japanese hotels as a result of the ban. The survey, conducted by the official Japan Tourist Agency, found that 56 per cent of hotels and inns questioned across the country did not allow those with tattoos to enter public bathing areas. Only 31 per cent of establishments permitted tattooed bathers to enter, while 13 per cent said they permitted entry if the tattoos were hidden, according to Kyodo news. One incident involved a Maori woman from New Zealand who was refused entry to a Hokkaido public bath in 2013 due to her traditional face tattoos. Erana Brewerton, 60, who was attending an academic meeting on indigenous languages in northern Hokkaido, told media at the time: “I’m not used to being treated like that.” The new baths survey – the first of its kind – coincided with a high-profile government push to boost the number of foreign visitors to Japan to 20 million by the 2020 Tokyo Olympic Games. A record high of more than 15 million tourists have already visited Japan so far this year, with as many as a third citing hot spring bathing as one of the main reasons for visiting. Tattoos are not as mainstream in Japanese society as in the West, with many associating them with membership of organised crime syndicates. Government officials in Osaka city controversially imposed a tattoo clampdown on staff in 2012, with tattooed staff reassigned to positions that did not involve public contact. A 23-year-old school clerk in Osaka last year reportedly became the first city employee to fall foul of the rule and was fined a portion of her salary for one month as a result of her tattoos. Demetriou, D. (2015). Majority of Japan hotels ban tattooed tourists from public baths. [online] Telegraph.co.uk. Available at: http://www.telegraph.co.uk/news/worldnews/asia/japan/11947313/Majority-of-Japan-hotels-ban-tattooed-tourists-from-public-baths.html [Accessed 23 Oct. 2015]. Word Count - 2429 Read More