This paper clarifies the factors related to the reception environment in Japan for Taiwanese who have visited Japan and practice vegetarianism. Results indicated that the level of satisfaction with meals for vegetarian tourists has a positive effect on their willingness to revist Japan. In addition, enriching food, such as eggs, is a relatively simple way for improving satisfaction with meals for the vegetarian tourists. Furthermore, vegetarian tourists are forced to change their behaviors at restaurants in Japan, which causes a psychological burden and reduces their satisfaction with meals.
