| REPORT ATTRIBUTE |
DETAILS |
| Historical Period |
2020-2023 |
| Base Year |
2024 |
| Forecast Period |
2025-2032 |
| Japan SAVE Tourism Market Size 2024 |
USD 2,475.06 Million |
| Japan SAVE Tourism Market, CAGR |
5.50% |
| Japan SAVE Tourism Market Size 2032 |
USD 3,798.73 Million |
Market Overview
Japan SAVE Tourism Market size was valued at USD 2,475.06 million in 2024 and is anticipated to reach USD 3,798.73 million by 2032, at a CAGR of 5.50% during the forecast period (2024-2032).
The Japan SAVE (Scientific, Academic, Volunteer, and Educational) tourism market is driven by increasing demand for experiential travel, as tourists seek meaningful and knowledge-based experiences. Rising interest in cultural immersion, scientific exploration, and educational tourism significantly contributes to market growth. Government initiatives promoting educational and volunteer tourism, along with partnerships with academic institutions, further bolster market expansion. Additionally, the growing trend of eco-tourism and sustainable travel among environmentally conscious travelers accelerates the demand for SAVE tourism. Technological advancements, such as virtual reality (VR) and artificial intelligence (AI), enhance visitor experiences, attracting more tourists. Moreover, Japan’s rich cultural heritage, historical landmarks, and diverse ecosystems create significant opportunities for academic and volunteer tourism. Increasing collaborations between tourism boards and educational institutions to offer customized study tours also positively impact market growth. As travelers prioritize purpose-driven travel, the demand for SAVE tourism in Japan is expected to rise steadily throughout the forecast period.
The geographical analysis of the Japan SAVE (Scientific, Academic, Volunteer, and Educational) tourism market highlights significant growth across key regions, including Kanto, Kansai, Chubu, and Kyushu, driven by advanced academic infrastructure, research facilities, and cultural heritage. The Kanto region, home to renowned universities and research centers, attracts a large influx of international students and academic tourists. Similarly, the Kansai and Chubu regions promote cultural and educational tourism through historical sites, academic institutions, and community engagement programs. Kyushu is gaining popularity for its volunteer tourism activities focused on disaster recovery and social welfare. Prominent key players operating in the Japan SAVE tourism market include Bookdifferent, Earthwatch Institute, GVI (Global Vision International), Projects Abroad, Operation Wallacea Ltd., Responsible Vacation, The Travel Foundation, ATTITUDE HOSPITALITY LTD (AHL), and Four Communications. These companies actively promote educational, volunteer, and sustainable tourism through innovative programs, cross-cultural collaborations, and environmental initiatives, significantly contributing to the expansion of SAVE tourism in Japan.
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Market Insights
- The Japan SAVE (Scientific, Academic, Volunteer, and Educational) tourism market was valued at USD 2,475.06 million in 2024 and is projected to reach USD 3,798.73 million by 2032, growing at a CAGR of 5.50% during the forecast period.
- Growing demand for knowledge-based travel experiences, such as academic tours, research exchanges, and volunteer programs, is driving the market’s growth.
- Increasing focus on sustainable tourism and environmental conservation is boosting the demand for volunteer tourism across various regions in Japan.
- Major players such as Bookdifferent, Earthwatch Institute, GVI (Global Vision International), and Projects Abroad are strengthening their presence through strategic collaborations and educational programs.
- High travel costs, language barriers, and limited infrastructure for educational tourism in remote areas pose significant challenges to market expansion.
- Kanto and Kansai regions dominate the market, driven by their advanced academic infrastructure, cultural heritage, and extensive research facilities.
- Expanding cross-cultural learning, academic collaborations, and the adoption of digital technology for virtual educational experiences are creating new growth opportunities in the market.
Market Drivers
Growing Demand for Experiential and Educational Travel
The increasing demand for experiential and educational travel significantly drives the growth of the SAVE (Scientific, Academic, Volunteer, and Educational) tourism market in Japan. Travelers increasingly seek opportunities that offer immersive learning experiences, such as cultural exchanges, scientific explorations, and academic study tours. For instance, Japan’s educational travel programs, such as those facilitated by the Japan National Tourism Organization, attract international students and researchers by offering unique cultural immersion experiences and access to advanced research facilities. Japan’s diverse cultural heritage, advanced technological infrastructure, and renowned academic institutions make it an attractive destination for educational and scientific tourism. International students, researchers, and professionals are drawn to Japan for its advanced research facilities and innovative learning environments. Additionally, academic collaborations between Japanese institutions and international universities encourage educational tourism, fostering knowledge exchange and cultural understanding. This rising demand for experiential travel, coupled with Japan’s robust educational infrastructure, strongly supports the market’s growth.
Increasing Government Initiatives and Supportive Policies
Government initiatives and favorable policies play a crucial role in promoting SAVE tourism in Japan. The Japanese government actively promotes educational and volunteer tourism to boost the country’s tourism sector and foster cross-cultural understanding. For example, initiatives like the Tourism Nation Promotion Basic Plan aim to enhance inbound tourism by promoting sustainable tourism practices and supporting local communities, which aligns with the goals of SAVE tourism. Initiatives such as study-abroad programs, cultural exchange events, and academic partnerships with international institutions significantly contribute to market growth. Additionally, government-backed volunteer tourism initiatives focused on community development, environmental conservation, and disaster recovery attract a large number of international visitors. The government also offers grants and financial support to educational institutions and tourism boards to develop programs that enhance scientific and academic tourism. Such initiatives not only drive revenue generation but also position Japan as a global hub for SAVE tourism, promoting sustainable tourism practices and knowledge sharing.
Rising Popularity of Sustainable and Purpose-Driven Travel
The increasing emphasis on sustainable and purpose-driven travel has emerged as a major driver for the Japan SAVE tourism market. Modern travelers, particularly younger generations, are highly inclined towards tourism activities that contribute to societal and environmental well-being. This has resulted in growing demand for volunteer tourism focused on environmental conservation, disaster relief, and community development. Japan’s commitment to promoting eco-tourism and responsible tourism aligns well with the objectives of SAVE tourism, attracting environmentally conscious travelers. Furthermore, academic and scientific tourists actively participate in research-based travel, contributing to knowledge dissemination and sustainable tourism practices. As travelers increasingly seek impactful and meaningful experiences, the demand for SAVE tourism in Japan is expected to witness substantial growth during the forecast period.
Expanding Partnerships with Academic and Research Institutions
The growing collaboration between Japanese academic and research institutions with international counterparts acts as a key driver for the SAVE tourism market. Educational institutions in Japan frequently partner with global universities to facilitate student exchange programs, international conferences, and academic research tours. These collaborations promote cross-border knowledge sharing and encourage international students and researchers to visit Japan for academic purposes. Additionally, Japan’s leadership in technological innovation and scientific research further attracts professionals and researchers to participate in knowledge-based tourism. The establishment of educational tours, science-based travel experiences, and volunteer programs further boosts the growth of SAVE tourism. As these partnerships continue to strengthen, the influx of international travelers seeking educational and research opportunities in Japan is expected to increase, significantly contributing to the market’s growth.
Market Trends
Increasing Demand for Purpose-Driven Travel Experiences
A notable trend shaping the Japan SAVE (Scientific, Academic, Volunteer, and Educational) tourism market is the growing demand for purpose-driven travel experiences. Modern travelers, particularly millennials and Gen Z, increasingly seek meaningful travel opportunities that offer cultural immersion, academic learning, and social impact. For instance, educational tours organized by companies like The Learning Adventure provide students with immersive cultural experiences, such as sushi-making classes and traditional tea ceremonies, which align with the growing interest in experiential learning. This trend has accelerated the demand for educational tourism, where travelers engage in study programs, academic tours, and cultural exchanges to gain deeper knowledge about Japan’s history, culture, and innovation. Similarly, volunteer tourism has gained significant traction, as travelers participate in environmental conservation, community development, and disaster recovery initiatives. The rising preference for purpose-driven travel aligns with the core principles of SAVE tourism, significantly boosting market growth.
Growing Integration of Technology in Tourism Experiences
The growing adoption of advanced technologies such as virtual reality (VR), artificial intelligence (AI), and augmented reality (AR) is transforming the Japan SAVE tourism market. Educational institutions, museums, and cultural centers are increasingly leveraging these technologies to offer interactive learning experiences to international visitors. For instance, VR tours allow travelers to explore historical landmarks, scientific laboratories, and academic institutions without physical presence, promoting educational tourism. Additionally, AI-powered language translation applications enhance cross-cultural communication, making it easier for international tourists to engage in academic and volunteer activities. The integration of technology in tourism has significantly enhanced the quality of SAVE tourism experiences, fostering higher tourist engagement and participation.
Increasing Focus on Sustainable and Responsible Tourism
Sustainability has become a central theme in Japan’s tourism landscape, significantly influencing the SAVE tourism market. Travelers are increasingly prioritizing tourism activities that promote environmental conservation, cultural preservation, and community development. This has led to the emergence of eco-tourism and volunteer tourism initiatives aimed at promoting sustainable tourism practices. Japan’s government and tourism authorities have actively supported sustainable tourism through eco-friendly infrastructure, low-impact travel experiences, and volunteer-led environmental conservation projects. The growing emphasis on sustainability not only drives demand for SAVE tourism but also enhances Japan’s global reputation as a responsible tourism destination. This trend is expected to continue as travelers seek purpose-driven and sustainable tourism experiences.
Expanding Academic Collaborations and Research-Based Travel
The growing collaboration between Japanese academic institutions and international universities has significantly contributed to the expansion of research-based travel, further boosting the SAVE tourism market. Academic partnerships facilitate student exchange programs, international research tours, and educational conferences, attracting large groups of students, researchers, and academic professionals to Japan. Additionally, the country’s leadership in advanced scientific research, technology, and innovation has positioned Japan as a prominent destination for educational and scientific tourism. Educational institutions are also designing customized travel packages to promote scientific and academic tourism, allowing visitors to engage in research and learning-based travel experiences. This trend is expected to drive the growth of the SAVE tourism market, as academic and research institutions continue to strengthen global partnerships.
Market Challenges Analysis
High Travel Costs and Limited Accessibility for International Tourists
One of the significant challenges hindering the growth of the Japan SAVE (Scientific, Academic, Volunteer, and Educational) tourism market is the high travel costs and limited accessibility for international tourists. Japan is known for its relatively high cost of living, including accommodation, transportation, and daily expenses, making it less affordable for budget-conscious travelers, especially students and volunteers. This poses a barrier for international visitors seeking educational and volunteer tourism opportunities in the country. Additionally, remote academic or scientific research sites, particularly in rural and less-developed areas, often lack efficient transportation infrastructure, limiting accessibility for international tourists. Such challenges impact the participation rate in SAVE tourism programs, thereby restricting market growth. Addressing these issues through cost-effective travel packages, student discounts, and improved transportation infrastructure can significantly enhance accessibility and attract a larger number of SAVE tourists to Japan.
Language Barriers and Cultural Differences
Language barriers and cultural differences present another major challenge for the Japan SAVE tourism market. While Japan is a globally recognized destination for scientific, academic, and volunteer tourism, the limited proficiency in English among local communities, institutions, and service providers creates communication challenges for international tourists. For example, services like the bullet train ticket website are often only available in Japanese, which can complicate travel planning for non-Japanese speakers. This often leads to difficulties in navigating academic institutions, participating in volunteer activities, or engaging in cultural exchange programs, thereby reducing overall tourist satisfaction. Moreover, cultural differences, such as social norms, customs, and communication styles, can create gaps in understanding between international tourists and local communities. This may discourage some travelers from participating in educational or volunteer tourism programs. To address this challenge, Japan’s tourism sector must prioritize language assistance services, promote cross-cultural training, and develop multilingual resources to facilitate smooth communication for international tourists. Enhancing cultural adaptability will significantly boost the growth of the SAVE tourism market in Japan.
Market Opportunities
The Japan SAVE (Scientific, Academic, Volunteer, and Educational) tourism market presents significant growth opportunities driven by increasing global interest in educational and purpose-driven travel. Japan’s rich cultural heritage, advanced scientific research, and strong academic infrastructure position the country as an ideal destination for educational and scientific tourism. The rising demand for knowledge-based travel experiences, such as academic conferences, research tours, and cultural exchange programs, offers substantial opportunities for market expansion. Additionally, the increasing participation of international students, researchers, and academic professionals in collaborative research projects and educational programs further strengthens the demand for SAVE tourism. By fostering partnerships with international academic institutions, Japan can attract a larger influx of educational tourists, enhancing market growth. Offering customized educational tours, study-abroad programs, and hands-on learning experiences will create new growth avenues for the market.
Furthermore, Japan’s growing focus on sustainable tourism and volunteer-driven initiatives presents promising opportunities for SAVE tourism development. The increasing global emphasis on environmental conservation and community development has encouraged travelers to participate in volunteer tourism activities. Japan’s commitment to promoting eco-tourism, environmental sustainability, and community welfare aligns well with the core objectives of SAVE tourism, creating favorable market prospects. Moreover, technological advancements, such as virtual reality (VR), artificial intelligence (AI), and augmented reality (AR), can further enhance educational tourism experiences, attracting a broader international audience. By leveraging digital technology and sustainable tourism practices, Japan has the potential to position itself as a leading destination for educational, scientific, and volunteer tourism. Developing cost-effective travel packages, offering language assistance services, and promoting cultural exchange programs will further boost market growth, allowing Japan to capitalize on the growing demand for SAVE tourism.
Market Segmentation Analysis:
By Type:
The Japan SAVE (Scientific, Academic, Volunteer, and Educational) tourism market is segmented into scientific, academic, volunteer, and educational tourism, each catering to distinct traveler interests. The scientific tourism segment primarily attracts researchers, professionals, and students seeking knowledge-based experiences through research tours, innovation centers, and science exhibitions. Japan’s advanced research facilities and technological innovation centers significantly drive demand for scientific tourism. The academic tourism segment is gaining traction due to increasing international academic collaborations, student exchange programs, and research-based travel. Universities and academic institutions frequently host global conferences, attracting a substantial number of international visitors. The volunteer tourism segment, focusing on environmental conservation, disaster relief, and community development, is also witnessing notable growth. International travelers, particularly from developed countries, increasingly participate in volunteer activities aimed at social welfare and sustainability. Lastly, the educational tourism segment drives significant market growth, primarily fueled by student groups participating in study tours, academic excursions, and cultural exchange programs. Expanding international collaborations and educational initiatives will further boost market growth across these segments.
By Age Group:
Based on age group, the Japan SAVE tourism market is segmented into 18-34 years, 35-54 years, 55-64 years, and 65+ years, with varying participation patterns across these categories. The 18-34 years segment dominates the market, primarily driven by university students, early-career researchers, and young professionals participating in study-abroad programs, academic tours, and volunteer activities. This age group is highly inclined toward gaining academic knowledge, cross-cultural experiences, and purpose-driven travel, making them key contributors to market growth. The 35-54 years segment comprises mid-career professionals, researchers, and academic faculty who often travel for research collaborations, international conferences, and knowledge exchange programs. Meanwhile, the 55-64 years segment shows growing interest in volunteer and educational tourism, as individuals in this age group participate in community development projects, cultural exchange programs, and lifelong learning opportunities. The 65+ years segment, although smaller, demonstrates growing participation in educational tourism, particularly through cultural immersion programs and historical site visits. Expanding travel packages tailored to each age group can significantly boost market growth.
Segments:
Based on Type:
- Scientific
- Academic
- Volunteer
- Education
Based on Age Group:
- 18-34 Years
- 35-54 Years
- 55-64 Years
- 65+ Years
Based on Sales Channel:
- Travel Agent
- Online
- Others
Based on the Geography:
- Kanto Region
- Kansai Region
- Chubu Region
- Kyushu Region
- Other Regions
Regional Analysis
Kanto Region
The Kanto Region holds the largest market share of approximately 35% in the Japan SAVE (Scientific, Academic, Volunteer, and Educational) tourism market, driven by its well-established academic infrastructure, advanced research facilities, and cultural landmarks. The region is home to major academic institutions, such as the University of Tokyo, and globally recognized research centers, attracting a large number of international students, researchers, and academic professionals. Additionally, Kanto hosts numerous international conferences, seminars, and research-based events, contributing to the growing demand for academic and scientific tourism. The region’s vibrant cultural and historical sites, such as the Tokyo National Museum and the National Museum of Nature and Science, further strengthen its position in educational tourism. Moreover, the presence of non-profit organizations and environmental groups encourages volunteer tourism, allowing international travelers to participate in community development and environmental conservation initiatives. The strong academic and research environment, coupled with cultural richness, solidifies Kanto’s dominance in the SAVE tourism market.
Kansai Region
The Kansai Region captures around 27% of the Japan SAVE tourism market, supported by its rich cultural heritage, globally recognized universities, and volunteer tourism opportunities. Major cities like Osaka, Kyoto, and Kobe serve as prominent educational and cultural hubs, attracting a significant number of international academic tourists. Kansai is renowned for its historical and cultural landmarks, such as Kyoto’s ancient temples and Osaka Castle, making it a prime destination for educational and cultural tourism. Moreover, Kansai’s universities, including Kyoto University and Osaka University, regularly host international academic exchange programs, research collaborations, and educational tours, contributing to market growth. Additionally, the region offers several volunteer tourism opportunities focused on cultural preservation, disaster recovery, and social welfare projects. The growing emphasis on cross-cultural learning and community engagement further drives the demand for SAVE tourism in Kansai, making it a key contributor to market expansion.
Chubu Region
The Chubu Region accounts for nearly 18% of the Japan SAVE tourism market, largely driven by its advanced research centers, science parks, and natural landscapes supporting educational and volunteer tourism. The region is home to major research facilities, such as the Nagoya Institute of Technology and the National Institute of Advanced Industrial Science and Technology (AIST), making it a major attraction for scientific and academic tourism. Additionally, Chubu’s diverse natural landscapes, including the Japanese Alps and hot springs, offer opportunities for eco-tourism and volunteer-led environmental conservation programs. Educational tourists often visit the region to explore its technological advancements, cultural heritage, and natural beauty. Moreover, Chubu’s growing focus on sustainable tourism initiatives aligns well with the principles of SAVE tourism, further promoting participation in academic, scientific, and volunteer tourism activities. Strengthening international academic partnerships and expanding volunteer opportunities are expected to drive further market growth in this region.
Kyushu Region
The Kyushu Region holds around 12% of the Japan SAVE tourism market, primarily driven by its growing academic tourism infrastructure and community-driven volunteer tourism programs. Kyushu is home to several leading universities, including Kyushu University and Nagasaki University, attracting international students, researchers, and academic professionals for educational exchange programs and collaborative research projects. Additionally, the region’s historical sites, such as Nagasaki’s Atomic Bomb Museum and Kumamoto Castle, promote educational tourism by providing insights into Japan’s history and cultural heritage. The region also offers extensive volunteer tourism opportunities, particularly in community development and disaster recovery programs, as it is prone to natural disasters such as earthquakes and typhoons. This encourages international travelers to engage in volunteer activities, contributing to the region’s growing market share. Further development of educational infrastructure and increased international academic partnerships will drive significant growth in SAVE tourism in Kyushu.
Key Player Analysis
- Bookdifferent
- Earthwatch Institute
- GVI (Global Vision International)
- Projects Abroad
- Operation Wallacea Ltd.
- Responsible Vacation
- The Travel Foundation
- ATTITUDE HOSPITALITY LTD (AHL)
- Four Communications
Competitive Analysis
The competitive landscape of the Japan SAVE (Scientific, Academic, Volunteer, and Educational) tourism market is characterized by the presence of several prominent players focusing on expanding educational, volunteer, and sustainable tourism programs. Key market players such as Bookdifferent, Earthwatch Institute, GVI (Global Vision International), Projects Abroad, Operation Wallacea Ltd., Responsible Vacation, The Travel Foundation, ATTITUDE HOSPITALITY LTD (AHL), and Four Communications are actively working to strengthen their market presence through innovative travel offerings and strategic collaborations. These companies emphasize promoting sustainable tourism by encouraging volunteerism, educational excursions, and cultural exchange programs to attract international travelers. For instance, organizations like Earthwatch Institute offer research-based tourism experiences that align with Japan’s focus on environmental conservation, allowing travelers to contribute to scientific projects while exploring the country’s natural landscapes. Additionally, they focus on enhancing academic tourism through partnerships with educational institutions, universities, and research centers, promoting knowledge-based travel experiences. Continuous efforts to expand their services across rural and urban areas, combined with improved technological capabilities for virtual learning experiences, are also contributing to their growth. Moreover, these players are increasingly adopting sustainable tourism practices to reduce carbon footprints and promote eco-friendly travel. Expanding volunteer tourism and knowledge exchange programs is further enabling these companies to capture a larger consumer base in the Japan SAVE tourism market.
Recent Developments
- In June 2024, GoPro, PADI, and the Tourism Authority of Thailand (TAT) collaborated to promote ocean health and sustainable tourism. Activities included GoPro Workshops for capturing underwater beauty and the SeaGlass workshop for repurposing marine debris. The event aimed to inspire responsible travel and marine conservation through storytelling and visual documentation. Additionally, the launch of Thailand’s first PADI Instructor course on Koh Tao will enable new instructors to teach the GoPro PADI Distinctive Specialty Course, further supporting marine conservation efforts.
- In January 2024, Agoda expanded its partnership with WWF, pledging USD 1 million to support eight conservation projects in Southeast Asia through the Eco Deals Program. Key initiatives include donating USD 1 per booking to conservation efforts and supporting significant milestones such as volunteer training sessions in Singapore, ranger training in Cambodia, reforestation in Indonesia, and successful anti-poaching patrols in Malaysia.
- In November 2023, Jersey Overseas Aid (JOA) launched its 2024 volunteering projects, expanding from three to four destinations due to high demand. Volunteers could work on diverse initiatives in Malawi, Kenya, Rwanda, and Nepal, including building schools, supporting local teachers, and constructing sand dams. The program, running for over 50 years, focused on sustainability and impactful volunteer work, fostering long-term community connections and personal development. JOA also planned to introduce online volunteering opportunities in Accountancy and Health by Spring 2024.
Market Concentration & Characteristics
The Japan SAVE (Scientific, Academic, Volunteer, and Educational) tourism market exhibits a moderate to high market concentration, with a few leading players dominating the market through their extensive educational, volunteer, and sustainable tourism offerings. Major companies actively collaborate with educational institutions, research organizations, and non-profit agencies to promote knowledge-based travel experiences, contributing significantly to market growth. The market is characterized by a strong emphasis on sustainable tourism, where travelers engage in academic, volunteer, and research-based activities, aligning with Japan’s cultural, environmental, and social development goals. Additionally, the market demonstrates a customer-centric approach, focusing on providing tailored travel experiences, including educational tours, research programs, and environmental conservation initiatives. Companies are increasingly adopting digital platforms to enhance communication and expand their reach, allowing for virtual educational tourism. Moreover, rising global interest in cultural exchange and sustainable tourism is fostering new market opportunities, encouraging key players to diversify their service portfolios and cater to a wider range of travelers.
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Report Coverage
The research report offers an in-depth analysis based on Type, Age Group, Sales Channel and Geography. It details leading market players, providing an overview of their business, product offerings, investments, revenue streams, and key applications. Additionally, the report includes insights into the competitive environment, SWOT analysis, current market trends, as well as the primary drivers and constraints. Furthermore, it discusses various factors that have driven market expansion in recent years. The report also explores market dynamics, regulatory scenarios, and technological advancements that are shaping the industry. It assesses the impact of external factors and global economic changes on market growth. Lastly, it provides strategic recommendations for new entrants and established companies to navigate the complexities of the market.
Future Outlook
- The Japan SAVE tourism market is expected to witness steady growth driven by increasing demand for knowledge-based and sustainable travel experiences.
- Growing collaborations between educational institutions, research centers, and tourism companies will further boost academic and scientific tourism in Japan.
- Rising interest in volunteer tourism focused on environmental conservation, disaster recovery, and community development will create significant growth opportunities.
- Increasing government support for educational and sustainable tourism initiatives is likely to promote market expansion across various regions.
- Advancements in digital technology and virtual learning platforms will enhance the accessibility of educational tourism experiences.
- Expanding partnerships with international universities and non-profit organizations will drive higher inbound tourism for academic and volunteer programs.
- Improved infrastructure and transportation facilities across key tourism regions will facilitate smoother travel experiences, supporting market growth.
- Growing awareness about cultural exchange and environmental preservation will continue to attract travelers seeking purpose-driven tourism.
- Key market players will increasingly focus on promoting responsible tourism practices to reduce carbon footprints and enhance social impact.
- Rising demand for personalized educational tours, academic conferences, and field-based learning programs will significantly shape the future of SAVE tourism in Japan.
