2020 Volume 85 Issue 773 Pages 511-521
At present, in Japan, the population decrease, low birth rate and aging population make it difficult to expand domestic demand, and the development of inbound tourism has become an important issue of tourism policy. Therefore, in order to obtain some basic information about the ways to attract a large number of Chinese tourists in the future, we took Chinese students as subjects and conducted a landscape evaluation experiment with text information. By comparing the results of psychological evaluation experiments between the two conditions of "only text" and "text + image", and through comparative analysis with personal attributes, the influence of text information on the evaluation of landscape images is clarified.
The following conclusions can be drawn from the study.
● The trend of comprehensive evaluation was generally similar between the "only text" and "text + image" modes. In almost all landscapes, it was recognized that they were evaluated on the positive side. In advance, the subjects were informed that the landscape images used in the experiment were all tourist landscapes of Hiroshima, which influenced the evaluation results.
● According to the evaluation results of all subjects on each category of text information, "Intention to Visit" could be evoked by text information in all categories. However, even in the same category of text information, the evaluation of "Intention to Visit" is still different depending on the specific content of the text information.
● Based on the results of the correlation analysis between "Willingness to Visit" and "Intention to Visit" by all subjects, compared with surface information A) experience and D) scale, deep information B) scarcity and C) history has a relatively weaker influence on "Willingness to Visit". This reason is considered that the understanding of deep information such as Japanese history is varied among the Chinese students.
● The cluster analysis was applied to the data of "Intention to Visit", and the result was compared with the subjects' personal attributes. According to the grouping of "Intention to Visit" in the "only text" mode, personal attributes such as age, travel experience and knowledge have a significant impact on the evaluation results.
From the results, the similarities and differences of the text information of each category were obtained. Especially according to the evaluation results in the "only text" mode, the evaluation of the text information of the tourism landscape might be closely related to the personal attributes. Therefore, in order to effectively use the information to attract more tourists, it is necessary to clarify the exact text content which is suitable for different groups.
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