An Analysis of the Causal Relationship between the Wish to Return and the Degree of Satisfaction with the Outdoor Experience-type Recreational Programs:

A Case Study on the Visitors to Kuromatsunai Town

Abstract

In Kuromatsunai town with which 61.4% of the sample being returning visitors, the degree of the visitors' total satisfaction with the outdoor experience-type recreational programs effects their wish to return. Factors such as nature and accessibility influence the degree of total satisfaction as the instrumental function, and factors that complement the nature experience influence as the expressive function. In order to keep the high rate of repeat visits, Kuromatsunai town needs to maintain the degree of satisfaction with the instrumental function, and to modify the existing functions and provide new services that would contribute to the increase in the degree of satisfaction with the expressive function. As the visitors who wish to return tend to hold new expectation, to strengthen the function to increase the knowledge of nature will raise the degree of satisfaction of those visitors, and will lead to even higher rate of repeat visits.