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 relationship 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.