Much has been written on Japanese tourists for instance, Zif Levine (1990) noted that the Japanese evaluate new ideas (e.g., product/service) by giving consideration to the effect on others and relations with them. He emphasized that Japanese tourists are not leisure oriented but activity-oriented unlike the Western tourists who travel to do nothing on their holidays. He reported the importance of shopping to the Japanese tourists while on a vacation, obligatory gift giving, polite inexplicitness motivated by not wanting to humiliate, offend or disturb the harmony of the group. He stressed the importance of trust and rela- tionship building. Reisinger (1990) noted the importance of the service providers' attributes to the Japanese tourists in Australia. Unfortunately, no empirical evidence about the Japanese tourist values system was found.