スカイツリー周辺地域における飲食店の集客要因分析

抄録

This paper investigates factors that contributed to an increase in the number of visitors to restaurants located around TOKYO SKYTREE, the city’s tallest terrestrial broadcasting tower, which has attracted many visitors since it opened in 2011. Nevertheless, there have been few studies on factors that draw more visitors to local restaurants located around the tower. Thus, this paper quantitatively evaluates these factors using a rank logit model that explicitly considers distance from the tower based on a questionnaire survey of local restaurant owners, conducted by the authors. The sample size was 45. The results reveal that the quality of provided food was essential for attracting new customers while distance from SKYTREE was important for attracting foreigners. Common managerial factors such as the presence of English-speaking staff, availability of menus in English, and using social media for self-promotion were statistically significant contributors to increasing visitors.