摘要：近年来，中国游客赴日旅游逐年增长，在日本入境旅游收入比重中不断加大，逐渐成为日本观光行业的“摇钱树”，但自2011年“3·11”大地震后，中国人赴日旅游迅猛增长的势头戛然而止，如何开发中国居民赴日旅游市场，是现今值得深思的问题。本文在此背景下以赴日旅游相关政策文献的研究为出发点，首先分析中国居民赴日旅游的相关政策规定及发展趋势，在此基础上采用问卷调查方法，以广州市民赴日本旅游的意愿与其旅游消费行为模式为实证研究。结合数据分析结果，重点探讨如何开发广州市民赴日旅游市场，以促进广州赴日出境旅游业健康发展。

关键词: 广州市民，赴日旅游，旅游行为

Abstract：In recent years, Chinese visitors to Japan to tourism increased year by year, in Japan's entry tourism income in the proportion of increasing, gradually become Japan's "cash cow" tourism industry, but from 2011 "3 · 11" earthquake, the Chinese people to travel, the rapid increase of the momentum to an abrupt end, how to develop China's residents go to day tourism market, becoming an important practical problem. This article in this context to travel to Japan to relevant policy literature as a starting point, first analysis of China to Japan residents of tourism development trend and related policies, on the basis of the questionnaire survey method, in order to guangzhou citizens went to Japan and the will of the travel and tourism consumption behavior patterns for empirical research. Combined with the data analysis, this article discusses how to develop guangzhou citizens go to day tourism market, in order to promote the guangzhou to the entry tourism sunrise healthy development.

Key Words： Guangzhou citizens; Japanese tourism; Tourism behavior