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Using the data from the Japanese Pleasure Travel Survey, this study developed a logistic regression model to analyze destination choices of Japanese outbound pleasure travelers. The analysis revealed the effects of a number of variables on the Japanese destination choices. These variables are demographic characteristics including age, marital status, education level, and income, as well as types and purposes of trip. Various motivational factors were also found to be significant in classifying the Japanese market by their destination choices. The findings of this study provide useful information for destination marketers in their efforts to segment and target the Japanese outbound pleasure travel market. They will have a better understanding of the characteristics of the Japanese market relative to the strengths and weaknesses of their respective destinations, thus allowing them to be more effective in their …