Procedure
In the summer of 2004, a total of forty-eight participants (n=48) who had visited Expo 70
were individually interviewed face-to-face using a semi-structured interview protocol.
Interviews were on average 30 minutes in duration and sometimes as much as 45 minutes
depending on the willingness of participants to continue to freely discuss their memories of their
visit(s). All interviews were conducted by the researchers in the Japanese language, and all
forty-eight participants were Japanese nationals. The sample comprised 18 males (37%), and 30
females (63%) which spanned a diversity of ages. Table 1 depicts the distribution of
participants’ ages at the time of their visits to Expo 70, while Table 2 depicts the distribution of
participants’ frequency of visits to the Exposition.